Neil Spence

Founder | Commercialisation & Growth Strategy

Key Expertise

• Commercialisation strategy & market entry
• Technology product launches
• International sales & marketing strategy

Profile

Neil Spence is the founder of Arcadia Business Consulting and a senior commercialisation strategist with more than 28 years of experience across healthcare, medical technology, and digital health markets. Neil is a member of the Australian Institute of Management Consultants and Australian Society of Medical Imaging and Radiation Therapy.

Originally trained as a Radiographer in the UK, Neil combines strong clinical insight with nearly two decades of leadership in MedTech sales, marketing, and business leadership. This dual perspective enables him to bridge the gap between technology developers, clinicians, and commercial stakeholders.

Neil has worked with start-ups, growth-stage companies, and multinational manufacturers across Australia, New Zealand, the UK, and other international markets. His work focuses on helping organisations successfully introduce and scale healthcare technologies within complex and highly regulated environments.

His expertise includes market entry planning, product launches, commercial strategy development, distributor identification, and early adopter engagement. Through Arcadia Business Consulting, Neil works closely with innovators and organisations to translate technology innovation into sustainable commercial growth.

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Simone Spence

Co-Founder | Clinical Products & Education Specialist

Key Expertise

• Imaging technology commercialisation
• Clinical adoption & education frameworks
• Key opinion leader and clinician engagement

Profile

Simone Spence is a medical imaging and clinical products specialist with more than 30 years of experience across Australia, New Zealand, and the UK. Her career spans clinical practice, product strategy, education, and leadership within global healthcare and technology organisations.

This diverse experience provides Simone with a comprehensive understanding of how medical products are successfully introduced and adopted within real-world clinical environments. She specialises in translating complex technologies into clear value propositions that resonate with clinicians, hospital leadership, and healthcare decision makers. She has supported numerous product launches, market expansion initiatives, and clinician education programmes designed to support sustainable technology adoption.

As a clinically trained Radiographer and ASAR-registered Sonographer, Simone brings credibility and insight to MedTech projects without being defined by clinical practice alone. She is also a regular conference speaker, a published co-author and remains actively engaged with charity work and her local community.

Michael Crow

Chief Commercial Officer, North America

Michael Crow is a commercial leader with over 17 years of experience spanning marketing, business strategy, and revenue growth across international markets. He specialises in supporting organisations to translate complex ideas into clear, scalable commercial outcomes, with a strong focus on execution and measurable impact.

As Chief Commercial Officer, North America at Arcadia Business Consulting, Michael leads regional growth initiatives, working with medtech and healthcare organisations to navigate the full commercialisation pathway—from market entry strategy and regulatory alignment through to product launch, market access, and sustained revenue expansion. He brings particular expertise in aligning go-to-market strategy with clinical engagement and reimbursement considerations in highly regulated environments.

Michael has extensive experience across both the UK and North American markets, providing a global perspective combined with a practical understanding of how to localise strategy for successful market adoption. 

Originally from Bedfordshire, UK, and now based in Ontario, Canada, Michael works closely with clients and partners to build long-term, sustainable growth strategies.

Melanie Street

Regulatory Affairs & Quality Systems Specialist

Key Expertise

• Global medical device regulatory strategy
• Quality systems & ISO 13485 compliance
• Market access & regulatory submissions

Profile

Melanie Street is a senior regulatory affairs consultant with more than 20 years of experience in the healthcare sector, including over 17 years specialising in medical device regulatory compliance and quality systems.

Originally trained as a Registered Nurse, Melanie combines strong clinical understanding with deep expertise in navigating complex regulatory frameworks. This perspective allows her to support organisations in bringing safe and compliant medical technologies to market.

Melanie has extensive experience across Class I, II, and III medical devices, including products incorporating medicinal or biological components and active implantable technologies. She supports organisations throughout the regulatory lifecycle, including regulatory strategy, technical documentation, conformity assessments, and post-market compliance.

Having worked extensively on the transition from the European Medical Device Directive to the Medical Device Regulation, Melanie provides valuable insight into evolving global regulatory frameworks. An ISO 13485 accredited internal auditor through BSI, she brings a structured and collaborative approach to regulatory strategy and market access.

Andrea Green

Clinical Consultant | Nursing Education & Clinical Applications

Key Expertise

• Clinical training & nursing education
• Cardiac care & critical nutrition
• Clinical adoption support for healthcare technologies

Profile

Andrea Green is a Clinical Applications Manager with Sandbourne Medical Ltd in the UK and an experienced consultant specialising in nursing education and clinical adoption.
Andrea is a Registered Nurse and has spent many years working in frontline hospital environments supporting patient care, particularly within cardiac care and critical nutrition specialities.

Andrea has extensive experience delivering clinical education and training programmes designed to support the safe and effective use of healthcare technologies in hospital settings. Her clinical career has provided deep insight into the realities of healthcare delivery and the practical needs of nursing teams.

Andrea’s practical clinical experience, combined with her strong education and training background, makes her a valuable resource for organisations seeking to improve clinical adoption and user engagement with healthcare innovations. Her work focuses on helping clinicians and healthcare teams confidently integrate new technologies into everyday patient care.