About Cheemia
Helping pharmaceutical companies navigate NHS decision-making and turn strong evidence into real adoption.
Cheemia is an independent, Edinburgh-based pharma market access consultancy supporting small and growing pharmaceutical companies.
Founded in 2017 by Mehrnaz Campbell, we work with clients in the UK and internationally to help medicines find their place within NHS systems across England, Scotland, Wales and Northern Ireland. Our small, selective team brings more than 150 years of combined experience across UK pharma and the NHS.
Many effective medicines struggle because their value is presented in ways that do not reflect how NHS decisions are made in practice.
Cheemia’s work focuses on both market access and the behaviours that shape how people decide and engage within complex healthcare systems. This is why we support pharmaceutical teams with capability and mindset shifts, and why our founder is regularly invited to speak on engagement, leadership and change across the industry.
We help clients grow their brands by aligning them with NHS priorities and building relationships that work for healthcare professionals and patients.
Why Cheemia was founded
Our focus came from experience across UK healthcare and the pharmaceutical industry, where the same pattern appeared across multiple companies and therapy areas.
Products with strong evidence often struggled to gain traction because their value propositions did not reflect how the NHS actually works. Strategies looked sound on paper, but the behaviours and mindset required to make them work across Marketing, Medical and Sales had not been built.
Cheemia was founded to close that gap.
We help pharmaceutical companies understand where decisions are made, what matters to the people making them, and how products should be positioned within NHS priorities. A key part of this is starting with the problem the NHS or healthcare professionals are trying to solve, rather than the product being promoted.
What makes Cheemia different
Most market access providers are paid to drive activity through the system.
Cheemia is engaged to assess whether that activity will lead to meaningful NHS adoption.
We only work with products that address a genuine NHS need and provide independent advice when a route to access is unlikely to work. The same judgement applies to our capability work, where we help teams focus on the behaviours and conversations that support effective HCP engagement across Marketing, Medical and Sales.
We don’t help companies sell to the NHS. We help the NHS buy from them.
Our experience
The Cheemia team brings experience from both sides of NHS access: inside the health service and within the pharmaceutical industry.
Our founder, Mehrnaz Campbell, began her career as a nurse before moving into senior sales and marketing roles at GSK, Pfizer and Takeda. She founded Cheemia to establish a more practical and credible way of working with the NHS.
Since 2017, we have supported companies across England, Scotland, Wales and Northern Ireland with formulary processes, NHS engagement and developing new ways of working.
How we work with clients
We work alongside our clients and share responsibility for outcomes, not just activity. We value clarity and follow-through: being open about what is and is not likely to work, and delivering on what we commit to.
Ready to talk?
If you would like to explore whether Cheemia is the right partner for your product or organisation, we would love to hear from you.