Joanne Surman

The recruitment and day to day management of six sales heads within a newly structured geographical framework, required to effectively address the expanding demands of the business.

• Shaped UK commercial strategy, adopting pricing structures aligned with the evolving NHS landscape and Integrated Care Systems (ICS).
• Adaptation of sales cycle and messaging to blend clinical evidence with commercial positioning, enabling the team to overcome objections and accelerate adoption.
• Cross-functional partnership’s with Marketing to co-develop customer-facing training resources, evaluation tools, and promotional content.
• Collaboration with Healthium’s international business team, sharing best practice and aligning UK initiatives with global strategy.
• Overseeing supply chain planning and demand forecasting, ensuring resources supported sustained national growth.

Established the newly formed Healthium Medtech UK Limited company as a standalone wound closure supplier to the UK market.

• Launched new wound closure products and secured #1 supplier position on the NHS Supply Chain framework, creating national access and visibility across NHS.
• Designed and delivered training programs for clinicians and sales teams, blending wound closure principles, clinical evidence, and competitor positioning to accelerate adoption.
• Delivered and analysed complex sales and usage data, translating insights into meaningful commercial proposals for customers and internal leadership.
• Managed animal health and distributor partnerships to drive B2B growth alongside the NHS-focused team.

Within the already-established Clinisupplies company, I joined the Q-close sales team to play an active role in the launch of the Q-close brand as a new entrant into the UK wound closure market.

• Recruited, coached, and developed a national team of five sales and clinical specialists, embedding both clinical education and commercial capability.
• Formulated and executed account-level strategies that integrated clinical insight, training, and commercial tactics, successfully displacing the market leader.
• Delivered training and education to NHS clinicians and decision-makers, accelerating evaluation-to-adoption timelines.
• Converted clinical evaluations into sustained NHS contracts, driving both clinical acceptance and commercial adoption while fostering a collaborative, high-performing team culture.
• Built deep expertise across the wound closure market, ensuring training, pipeline execution, and commercial strategy aligned with annual revenue goals.

• Achieved £265K GOPY and 104.4% of annual target, contributing to the Specialist Team of the Year award.
• Developed leadership capabilities by managing 2 direct reports while performing in a sales role.
• Led the successful UK launch of PVS, resulting in 60% adoption, and collaborated with SCTS to drive brand alliances.