Market and adoption decisions
Whether to enter, how to sequence, and what would have to be true. Delivered through the Market-to-Care method — evidence, buyers, workflow, culture, adoption.
About Miso
Clinically serious. Culturally intelligent. Artistically human.
A London-based cross-border health-innovation studio. We connect strong women's-health innovation with the markets, care systems and people it needs to serve.
Capabilities
What Miso can be asked to run.
Commissioned individually or as a sequence.
Evidence and market intelligence
Structured landscapes of a category, its regulatory and reimbursement conditions and the players in it. The APAC Health-AI Adoption Radar is a public worked example.
Evidence translation
Turning clinical guidance and research into material that clinicians, patients or buyers will actually act on — across languages and health systems, not merely translated.
Programme and convening design
Designing the room and the agenda: expert panels, cross-sector sessions, cohort programmes and academic–industry formats that produce a decision rather than a discussion.
Audience and channel
Direct reach into a Chinese-language health audience of scale, plus national magazine columns and a standing expert network — distribution most health-innovation advisers have to buy.
Partnership and ecosystem building
Mapping who has to agree, then building the relationships — clinicians, researchers, institutions, founders and public partners across APAC and Europe.
The team
Who actually shows up.
Each engagement is staffed with named practitioners from four disciplines, chosen for the specific market and decision.
Clinical and medical affairs
Practising specialists who pressure-test whether a claim survives contact with a real clinic, and who carry credibility with the clinicians a product needs.
Market access and regulatory
The people who know which evidence a payer or regulator will actually accept in a given market, and what it costs to generate it.
Research and evidence
Academic and applied researchers for protocol design, evidence synthesis and the linguistics of health communication across languages.
Commercial and operations
Operators who have run multi-market P&Ls, procurement and partnerships, and can judge whether a plan is executable rather than merely coherent.
How the firm scales
One method. The right experts. Clear accountability.
We build accountable delivery teams around the Market-to-Care method, with defined work packages and a consistent quality bar.
Clients get senior attention and a bench deep enough to deliver.
Discuss your challenge
Founder
Nancy Li
Nancy spent a decade building tech-enabled chronic-care businesses across twelve markets — and then watched her own mother move through midlife with almost none of that system behind her. Miso exists in the gap between those two facts.
She works in English and Mandarin. She was an invited editor and co-author of the preface to China's first national menopause patient guideline, produced with Chinese Medical Association experts. She has presented corpus research at the International Menopause Society and the Chinese Menopause Society, and in 2026 convened a cross-sector session on trusted and agentic AI at SIMC in Singapore with the International Menopause Society — a clinician, a wearables scientist, a data scientist and a national cybersecurity regulator, deliberately chosen not to agree with each other.
Before Miso, over eight years in international healthcare operations — completed in an executive role, alongside international M&A diligence and a $100m investment in specialty hospitals in China.
12
markets across APAC, Europe, the Middle East and the Americas
$12m+
P&L owned, with 90+ employees and nine direct reports
$100m+
medical device, consumables and health-technology portfolio