Catherine Ayland is an independent market research consultant specialising in the healthcare field.  Catherine has been the BHBIA’s independent Ethics Consultant since 2005 and in this capacity she is responsible for developing and maintaining the BHBIA’s Legal and Ethical Guidelines.  Prior to working as a freelance consultant, which she has done for the last 15 years, Catherine spent 13 years on the client side, ultimately heading up the international market research team within Boots Pharmaceuticals. 

Catherine's role involves regular liaison with the MRS, the ABPI (Association of the British Pharmaceutical Industry), the PMCPA (the Prescription Medicines Code of Practice Authority), the ICO (information Commissioners Office) and with EphMRA (European Pharmaceutical Market Research Association) and ESOMAR too.

Having worked in the healthcare market research arena for most of her career, Yuliya’s passion for uncovering research insights has been supported by gaining robust experience across numerous therapy areas and methodological approaches over the years.

Through her avid interest in high quality data and a real fascination with healthcare research, Yuliya has developed extensive data collection expertise and the desire to deliver ‘gold standard’ within MR by combining the drive for innovative approaches with guideline adherence and understanding.

A naturally keen ambassador for ethical compliance and guidelines, as well as leading the implementation of GDPR within her own organisation, Yuliya joined the BHBIA Ethics & Compliance Committee in early 2018 to help drive compliance across the industry and has since spoken at several successful BHBIA events.