World-Leading Expertise in Behavioural Science and Person-Centred Care

Our leadership brings together two of the world’s foremost authorities on medicines-related behaviour and person-centred care — combining academic rigour with decades of real-world implementation experience.

Their expertise is amplified by a team of passionate experts in applied behavioural science, market research, intervention design, digital engagement and outcomes measurement.

This unique blend of expertise ensures every Personia solution is not only scientifically sound but also clinically relevant and designed for practical impact.

Global Behavioural Science Thought-Leadership

Professor Rob Horne

Professor of Behavioural Medicine, University College London
Fellow of the Royal Pharmaceutical Society (FRPharmS)
Fellow of the Royal College of Physicians (FRCPhys)

Founder, Personia Health (a UCL Business company)

Professor Horne is a world authority on the psychology of medicines-related behaviour.
His 25-year research programme at UCL has transformed our understanding of how patients’ beliefs and perceptions influence engagement, adherence, and treatment response.

Creator of the Perceptions and Practicalities Approach (PaPA™) and the Necessity–Concerns Framework (NCF), he has authored over 300 peer-reviewed papers (H-index 91, 39,000+ citations).

As Behavioural Science and Programme Design Lead, his work underpins Personia’s behavioural methodologies, tools, and interventions — bridging rigorous academic evidence with applied practice to improve patient outcomes worldwide.

International Leadership in Person-Centred Care

Professor Alf Collins

Medical Director & Director of Health System Implementation, Personia Health
Visiting Professor in Healthcare Policy, Coventry University
Honorary Fellow, Royal College of Physicians & Royal College of General Practitioners

Alf Collins is an internationally recognised leader in shared decision making, personalised care, and health system implementation.

From 2016–2023, he served as NHS England’s National Clinical Director for Personalised Care, leading the implementation of Universal Personalised Care — one of five key shifts in the NHS Long Term Plan.

With a background as a consultant in pain management and senior primary care leader, he has published widely on person-centred care, high-value healthcare, and rethinking medicine.

As Medical Director at Personia Health, he ensures behavioural science is embedded within practical healthcare delivery — aligning patient experience, clinical decision-making, and measurable system outcomes.

Together, Professors Horne and Collins provide Personia with a rare combination of behavioural insight and clinical implementation expertise — ensuring our partners benefit from evidence-based, real-world strategies that truly transform patient outcomes.