Personia Health

Behavioural science to optimise treatment adherence.

Personia health presentation

Medicines can only improve health when people are able and willing to use them as intended, yet adherence among people with chronic conditions averages about 50% in developed countries. 

Personia Health applies behavioural science to identify why people stop or struggle with treatment and to design practical, evidence-based ways to improve engagement, adherence and persistence.

UCL academic founder: Professor Rob Horne, Director, UCL Professor of Behavioural Medicine

Personia Health's journey so far

  • 2011: founded as Spoonful of Sugar, a UCL Business company applying behavioural science to medicine adherence.
  • Later milestone: renamed Personia Health to reflect a broader focus on personalised behaviour change, adherence and persistence.
  • By 2026: developed TARA, a behavioural-risk tool for reducing non-adherence and drop-out in clinical trials.

Dr. Adam Hajjar

Senior Business Manager

Dr Hajjar is primarily responsible for the identification, protection and commercialisation of technologies and IP developed at the UCL School of Pharmacy.

Adam is an experienced IP management and technology commercialisation professional, with a Life Sciences technical background, coupled with over 30 years’ experience gained through various commercial roles held across industry and academia. Prior to joining UCL Ventures, he was an Intellectual Asset & Commercialisation Specialist at BP Plc, where he led on IP strategy, portfolio management, and commercialisation activities across a broad range of technology and product areas, including oil and gas, bioenergy, renewable energy, and advanced materials. He has also held various senior commercial roles at the Cell and Gene Therapy Catapult, Plant Impact Plc, and Swiss Precision Diagnostics GmbH, providing relevant experience across pharmaceuticals, biotech, and diagnostics sectors.

He has also previously worked in a number of different technology transfer roles, supporting various London-based Universities (including King’s College London, University College London and the London School of Pharmacy) and their affiliated NHS Trusts in the protection and commercialisation on of a wide range of healthcare and pharmaceuticals related technologies and IP, mainly through patenting, licensing, and spin-out company related activities.

Adam holds a BSc in Microbiology from the University of Aberdeen, as well as a PhD in Biochemistry from the University of Kent.