Mar 4, 2026
We’ve reached the final episode of our How It Got Commissioned
series, and this one takes a different perspective.
This week, Tara is joined by Jim Gabriel, Chief Commercial Officer
of CardMedic, bringing a rare secondary care and commercial lens to
one of healthcare’s biggest questions:
How do you actually sell innovation into the
NHS?
While many conversations focus on ideas and innovation, Jim
explores the reality behind commissioning, the strategy,
relationships and science that turn good ideas into funded
services.
In this episode, we explore:
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Why innovation must solve a real problem, not just be a good idea
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The three essentials for commissioning success: need, funding, and authority to spend
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The hidden complexity of NHS decision-making and procurement
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Why sales in healthcare is really about relationships, not persuasion
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The SCOTSMAN methodology and how understanding competition shapes success
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How innovators can position solutions to survive in a financially pressured system
One of the biggest takeaways?
Innovation doesn’t fail because the idea isn’t good, it fails when
funding, decision-makers and system priorities don’t align.
This episode closes the series with practical insight for anyone
trying to move from concept to commissioned reality.