About Us

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Providing intelligently enabled care that supports the whole healthcare ecosystem

Clinical evidence is in our DNA. Florence is designed by clinicians for patients and clinicians. The idea was conceived by Phil O’Connell around 2009 who teamed up with Dr Ruth Chambers OBE of NHS Stoke-on-Trent Primary Care Trust (part of the UK’s National Health Services). Over the next 10 years the Florence-team were focussed on gathering clinical evidence and cooperating and co-designing protocols with over 500 clinicians.

Given our ‘hard core’ research background, we now have over 100 independent clinical studies and 20 peer-reviewed journal articles demonstrating exceptional clinical outcomes for patients and exceptional ROI for healthcare teams.

From a base in the UK, Florence has expanded successfully to Australia and in early 2022 we set up an office in Portland, Maine in the US.

Our Mission

To be the world’s leader in proven, intelligently personalised digital solutions, designed to drive behavioural change and deliver better outcomes.

Why Florence?

We enable self-management and adherence through user-friendly, intelligent messaging that improves health outcomes – freeing up time and resources for clinicians and the healthcare ecosystem.

Awards and Certifications

Florence Intelligent Health Messaging is recognised as the leading light within Digital Healthcare Innovation.

Our Values

  • We are focused on better health outcomes and reduced clinical time, not ‘fancy’ technology
  • We believe that people who actively participate in their care get better outcomes
  • We are data-led and people centred and we believe in a cycle of constant iterative improvements in all aspects
  • We go to great lengths to understand what is important to patients and clinicians on the ground
  • We believe in long term relationships with customers
  • We value and support collaboration above all – internal amongst our teams and externally with patients, clinicians, academics, and other stakeholders – and we value everyone’s input and celebrate their success
  • We coach and support each other and believe feedback is important for constant learning
  • We act with integrity and value diversity, equality and (digital) inclusion
  • We operate with sustainability in mind
  • We aim to make decisions that are good for the long-run

History of Florence

Customer success in the US managing chronic conditions and saving healthcare team time

  • 2022
2022
2022

Platinum Winner

  • 2022

Platinum Winner for Best Independently Living Solution at the Digital Health Innovation Awards 2022, hosted by Juniper Research.

 

Established US office in Portland, Maine

  • 2022
2022
2022

Florence 3.0, our next generation platform launched in UK to customer acclaim

  • 2022

Success in Australia

  • 2021
2021
2021

Acquisition by Generated Health

  • 2021

Winner of the HSJ Awards

  • 2020

Delivering Efficiency Through Technology Award along with our partners at UHNM Project ‘Smart with you Heart’

 

2020
2010-2020

Research & Development

  • 2010-2020

500 clinicians contributed to algorithm development, 200,000 patients, 100+ independent evaluations & 20 peer reviewed articles

 

Founded by NHS Stoke-on-Trent Primary Care Trust

  • 2009
2009

Leadership

Ingolv Urnes

Ingolv Urnes

Chairman

Ingolv believes passionately that driving patient behavioural change and enabling self-management are the key to better healthcare – particularly for those patients suffering from multiple long-term conditions.  The cost of healthcare is accelerating.  To deliver better clinical outcomes and save clinical resources, the most cost-effective approach is to address the root cause.

Coaching and developing the people at Generated Health (=behaviour change!)  are Ingolv’s other passions.  He is a strong believer in building on strengths and providing continuous feedback.

Ingolv grew up in Norway and studied in Switzerland.  After university he spent a decade with Goldman Sachs in London, Frankfurt, and New York.

Then, almost 20 years ago, Ingolv founded his first health-tech company.  Over the years he has been involved in several successful healthcare start-ups and scale-ups, including Active Health Partners (health & absence management), Mobizio (mobile solution for doctors in the field) and ART (referral management). 

Ingolv is now focussed on working with the teams in the US, UK and Australia to deliver on the mission: To be the world’s leader in proven, intelligently personalised digital solutions, designed to drive behavioural change and deliver better outcomes.

Outside work, Ingolv spends his time keeping fit, gardening with his wife, and playing with two dogs (since the three kids have largely left home)

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Julie Bjune

Julie Bjune

Chief Executive Officer

Julie has more than 20 years of experience; ranging from managing scale-ups in Africa, Lean Six Sigma roles at GE, VC investing and corporate finance work across Europe, US and Africa. Having started in finance-related roles, Julie’s passion and interest led her towards more operational and execution focused roles.

At GE she worked on quality improvement projects to increase efficiencies and outcomes and at Econet she assembled teams and raised funding to deliver growth across several countries in Africa – all skills that are proving vital to drive the growth of Generated Health.

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Sue Woods

Sue Woods

US President & Founder

Sue is board certified in general internal medicine and informatics, is a researcher and entrepreneur who founded Generated Health, LLC, in the US in 2021. She is passionate about digital health services extending care into patients’ lives while lowering workforce demands, Sue brings extensive expertise in virtual care development, implementation, and evaluation, and has published extensively in patient informatics usage and value.

As the first director of patient experience at VA’s Connected Care Office, she helped develop and deploy the patient portal and mobile apps, led Open Notes and architected VA’s patient generated data solution.

Formerly President of the Society of Participatory Medicine, Sue is Associate Professor at Tufts School of Medicine Public Health and Informatics, and Editor-in-Chief of the Journal of Participatory Medicine.

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Sam Madley

Sam Madley

Chief Technology Officer

Jonathan Serjeant

Jonathan Serjeant

Chief Medical Officer

Prof. Kalyan Talluri

Prof. Kalyan Talluri

Advisor Data Sciences

Kalyan is a Professor at Imperial College, London, and an expert the development of machine learning-based optimisation systems and the use of data.
Kalyan is an active advisor to the management team, both supporting the development of our ambitious machine-learning strategy and the practical implementation of data initiatives.

He obtained his PhD in Operations Research from MIT, a Masters in Industrial Engineering from Purdue University and a B.Tech in Mechanical Engineering from Osmania University, Hyderabad. He had previously taught at Kellogg Graduate School of Management, Chicago, and has held visiting positions at the Indian School of Business, New York University, INSEAD and Dartmouth College.

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Gemma Donovan

Gemma Donovan

Head of Digital Therapeutics Development

Gemma is a registered pharmacist with extensive experience in the NHS, including working in community pharmacies, hospitals, general practices, and commissioning. She is also an experienced researcher in behavioural science, having completed projects exploring and developing behavioural interventions including deprescribing, medication error reporting, antibiotic prescribing, shared care drugs monitoring, and supporting patients to self-care for minor illnesses.

Before joining {Generated Health}, Gemma had been working with the Florence software for six years, using it as her chosen technology for her PhD. Gemma was attracted to the flexibility and accessibility of Florence, and her doctoral research explored how Florence could be used to support medication-taking behaviours. Her PhD drew on both her experience as a pharmacist and as a behavioural scientist and included extensive co-design work with patients and healthcare professionals.

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John Griffiths

John Griffiths

Business Development
Director

After over 10 years in healthcare, John really has a deep understanding of the needs of patients and clinicians; he is as comfortable discussing day-to-day challenges as he is discussing long-term population health management.

“The remarkable thing with Florence is just how simple and easy it is for patients and how powerful it is for clinicians”.

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Nicola Saunders

Nicola Saunders

Marketing
Director

Nicola has extensive marketing experience within healthcare, including Oral Health, Ophthalmology and Home Respiratory Care. Working for both NHS and Private Healthcare sectors.

Applying her passion and energy into designing, building and driving effective marketing and digital strategies, Nicola’s professional experience also includes, company rebrands, website redesign, Lead Generation Marketing and winning healthcare tenders/frameworks.

She enjoys athletics, baking, trying the learn the drums and spending time with her son.

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Karen Moore

Karen Moore

Head of Customer Success and Florence Community

I joined the Florence team in 2014 after spending 10+ years implementing large scale projects and business change programs in the NHS, telecommunication & finance sectors.

Being around Florence since her early days. I’ve been fortunate enough to utilise my experience to work with many of our early adopters and have had the pleasure of supporting them with design, strategic implementation and evaluation to achieve sustainable & evidenced pathways with Flo. Many of which are still in use today.

As Florence’s user base has grown substantially over the years, I now use my experience and knowledge to lead our customer success team in continuing to deliver a comprehensive package of support for both our new & existing Florence customers. 

I’m a passionate advocate of shared learning and so I am delighted to also lead our Florence Community in a programme of regular skills development webinars and networking events and provide direct support for collaborative projects, as they emerge within our network of Florence users.

When I’m not at work, I’m a real gardening enthusiast and so can often be found weeding, pruning or in a plant nursery looking for my next addition. My husband and children all agree I have far too many plants already but I always seem to find space somewhere for an exciting find!

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Customers

We go to great lengths to build valuable long-term relationships with our customers.
Florence is straightforward to implement into the healthcare ecosystem, comes complete with training and integrated support desk functions making it a light touch for IT departments.

Security

Security and compliance is our DNA

Florence has been developed to ensure security of patient data and full compliance with all relevant regulation.

  • We have a comprehensive IG-Security pack that we share with customers to ensure smooth implementation.
  • We follow and adhere to NHS DTAC (including NHS DSPT, CE, DCB0129 and Medical Device Class 1 reg)
  • ISO 27001 certified
  • Compliance with Data Protection regulation
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