Asthma affects more than five million people in the UK (Asthma + Lung UK), and while treatments have improved, outcomes still lag behind much of Europe. At Health Innovation Oxford and Thames Valley (HIOTV), respiratory health is a core focus. Our dedicated team works with NHS partners, innovators and researchers to help bring new solutions to the people who need them.
To mark World Asthma Day, we asked four members of our respiratory team what motivates them, what changes they’ve seen and what’s coming next in this vital area.
“We know what works. Now we need to make it happen.”
James Rose, Director of Strategic and Industry Partnerships
For James, working in respiratory care is about impact – and urgency.
“Asthma is an area that demands an urgent focus – in the UK we still see some of the worst asthma outcomes in Europe. Despite advances in treatments, a significant proportion of the eligible population still does not receive the care and medication they need. The gap between what’s possible and what people actually receive is huge. That’s the challenge, and the opportunity.”
James led the Accelerated Access Collaborative (AAC) Asthma Biologics programme alongside Dr. Hitasha Rupani in partnership with NHS England, helping to scale up access to life-changing treatments. These biologics reduce reliance on harmful oral steroids and help people regain control over their health and lives.
“What really sticks with me is the profound impact biologics can have on patients’ lives. I’ve heard incredible stories from patients whose lives have been completely transformed – how biologics have drastically improved their quality of life, reduced their reliance on oral steroids, and given them back control over their condition. These treatments don’t just improve health; they allow people to contribute economically, live fuller lives and feel empowered. The contrast between the potential of these treatments and their underutilization across the country is something that drives me every day to advocate for change.”
For James, the real excitement is in system change.
“Rather than waiting for the next new thing, we need to focus on spreading what already works. We have proven treatments and technologies, but widespread adoption remains a key hurdle. HIOTV and the wider Health Innovation Network are driving that change – making proven treatments accessible to everyone who needs them.”
“Too many people are undiagnosed.”
Guy Checketts, Head of Transformation and Evaluation
Guy is inspired by the people at the heart of innovation, both patients and the clinical teams who care for them. 
“What really stays with me is the absolute joy of a patient when they are able to return to normal living as a result of their treatment, sometimes after many years of suffering”.
He believes the key to improving care lies in early diagnosis and better access to treatment.
“Too many people are undiagnosed or only receive diagnosis after many visits to the doctor. Being able to make an accurate diagnosis early means patients can receive treatment sooner”.
New biologic treatments and smarter diagnostic tools are helping to close that gap, but only if they’re adopted widely.
“Innovation is about variety, and listening.”
Nadia Taylor, Project Manager
Nadia thrives on evaluating the range of innovation entering the respiratory space – from AI and diagnostics to digital transformation and self-management tools.
“The high prevalence and mortality rate of asthma in the UK highlights the need for innovation to identify, manage and reduce the risks associated with the disease.”
For her, the most exciting advances are in digital and data.
“AI is already supporting clinical decision-making. Used well, it can lead to earlier diagnosis, personalised treatments and better outcomes for patients.”
Her advice for innovators? Start by listening.
“The patient is the central stakeholder. Their lived experience should shape the solution.”
“Small changes lead to big impact.”
Lauren Hudson, Project Manager
Lauren supports the introduction of new tools and technologies into asthma care – a role that brings both variety and purpose.
“It’s rewarding to know that what we’re doing is directly improving people’s lives.”
She’s especially excited about the role of AI in transforming care.
“From real-time monitoring to smarter diagnoses, we’re seeing real shifts in what’s possible. And it’s only just beginning.”
Supporting real change, together
We’re proud to be supporting innovators working in respiratory health. Together, they’re helping to close the gap between potential and reality, giving more people the chance to live well with asthma.
Because when innovation works, it works for everyone.