Prof Rob Horne founded the Centre for Behavioural Medicine at the UCL School of Pharmacy in 2006 and has developed a range of valid and reliable tools to assess patient perspectives of illness and treatments. Over the past decade, his research has generated over 140 peer-reviewed publications and book chapters, and research grants over £10M (as PI and co-applicant). Rob was designated a Fellow of the Royal Pharmaceutical Society of Great Britain in 2010 and was appointed a NIHR Senior Investigator in 2011. In 2012 he was appointed as UCL’s academic lead for the Centre for the Advancement of Sustainable Medical Innovation (CASMI), a joint undertaking with the University of Oxford. In 2005/6 he led a scoping exercise commissioned by the NIHR Service Delivery and Organisation (SDO) Programme to produce a conceptual map of compliance, adherence and concordance and to identify priorities for future research. This work formed the basis for the NICE Medicine Adherence Guidelines which he co-authored in 2009. He has also advised the European Parliament, MRC, DoH, NHS and the WHO.