The MS consultancy for healthcare partners

Powered by our exclusive access to the Shift.ms community of MSers and our strong, global network of patient and professional leaders in the MS space

We believe in...

the power of connection

realworld ms is an industry leader that leverages its extensive MS network in the design and delivery of real-world projects for MS stakeholders

the importance of distillation

realworld ms draws on its MS expertise to drill down and uncover the key evidence-based learnings derived from every piece of work

the provision of illumination

realworld ms brings real-world intelligence to life, delivering accessible, rich, dynamic and engaging content that shines a light on the real-world experience of MS

Our mission?

Keeping MSers at the heart of your work

What we offer

We are a nimble team of connection experts, drawing on a variety of potential approaches and our wide network of MSers and professional leaders to address your business needs. And if we haven’t done it before, we’ll invent it - creating fresh, original solutions designed just for you.

Interactive solutions:

Patient in your pocket

Conversations with synthetic MSers

realworld matters

Rapid video

responses

Made-to-measure solutions:

Fast response

Snap polls

‘In-the-moment’

Digital ethnography

Real-world evidence

Longitudinal MSer experiences

Insight solutions

1-2-1 interviews

& surveys

Opinion ‘on-tap’

Bespoke panels

Clinical trial design,

recruitment & engagement

MSer access

& co-creation

Case studies

Spotlight:

Shining a light on the patient experience of MS

realworld ms is currently spearheading the production of an independent, peer-reviewed manuscript, addressing a critical need to integrate the patient perspective into an emerging area within MS. Leveraging our deep expertise in MS patient engagement and understanding of the current MS landscape, we are leading this initiative to improve identification and documentation within clinical practice and inform best practices across the MS community. Our comprehensive approach involves coordinating a robust publication working group and diverse authorship team, and managing all of the steps along the way. This includes initial scoping, author collaboration, manuscript development, journal selection, submission, and navigating the peer-review process. This ongoing endeavour showcases realworld ms' proven capability to manage complex, multi-stakeholder projects, culminate in high-impact peer-reviewed publications, and consistently ensure the patient perspective remains front and centre.

Deep Dive:

The Nuanced Reality of Living with MS

A recent ethnographic research project employed a longitudinal and deeply immersive approach to understand the nuanced experiences of individuals living with Multiple Sclerosis (MS). Over the period of a month, a carefully curated online community of MSers participated in a series of dynamic, multi-stage activities designed to foster genuine reflection and interaction. This sustained engagement allowed our expert moderators to develop strong connections and understanding with participants, while the natural exchange of experiences among them illuminated shared insights. This unique methodology, combined with skilled moderation and probing, was instrumental in peeling back the layers of complexity, enabling us to truly get beneath the surface and reveal the subtle changes associated with the condition's progression. By immersing ourselves in the daily lives and perspectives of those managing their health, we gained unparalleled insights into the often-overlooked aspects of living with the condition. This participant-centric view provided a profound understanding of how subtle changes manifest, are perceived, and impact quality of life, alongside the intricate drivers and barriers influencing their engagement with care providers. The final deliverable presented these rich qualitative insights, which notably included unfiltered participant-generated audio and video content. This rich content allowed the client to fully immerse themselves and appreciate the lived experience.

Ageing:

Exploring the Older Adult MSer Experience

This study was designed to illuminate the specific and often overlooked challenges faced by individuals aged 50 and over living with Relapsing Multiple Sclerosis. This research is particularly valuable given the increased prevalence of older adults living with MS and the unique challenges they face with age-related changes and comorbidities. As part of a notable event hosted by our client at ECTRIMS, Copenhagen in September 2024, realworld ms delivered a short presentation of the key findings from our study, commencing with a powerful, direct evocation of the lived experience of ageing with MS, designed to immediately engage the audience. This presentation was supported by the simultaneous dissemination of our concise one-page infographic to attendees. The event featured a powerful panel discussion that included MSers and leading clinicians, who delved into both our research findings and the wider experience of living with MS as an older adult. The study uncovered significant impacts on quality of life, particularly regarding fatigue, physical strength, fitness, and mobility amongst older MSers. It also highlighted important gaps, such as limited discussions with healthcare professionals about ageing with MS and concerns around DMTs that persist over time. This multi-faceted approach effectively communicated insights to a diverse audience, including journalists, patient advocacy group leaders, and professionals across the pharmaceutical and charity sectors, showcasing our commitment to delivering varied outputs tailored to audience needs. We are delighted that this important piece of research has had a lasting impact, with our comprehensive report, being distributed at other conferences extending its reach and allowing its valuable insights to continue informing and shaping understanding within the broader MS community.

Who we work with

We work with a range of healthcare partners, keeping MSers at the heart of their work to help them solve their business challenges

Perhaps you are in research and development, seeking to understand real-world unmet needs to information your drug development, design your clinical trial to maximise engagement and retention or derive evidence to support your next regulatory submission

Or maybe you are in a health outcomes or market access team and need a clear, evidence-based understanding of the real-world value of your asset to patients and payers

Do you have a commercial role and needing greater insight into the real-world patient experiences, needs and preferences, to inform your commercial strategy across the product lifecycle

Or are you driven by policy and patient engagement, seeking to draw on real-world evidence to drive external decisions and support the development of patient support and educational programmes

Testimonials

"Insights generated from this project proved to be very valuable for our internal teams and opened up new opportunities for external communications. I was particularly impressed with realworld’s creative ideas and contributions for the face-to-face launch event of the report, and their innovative presentation of the key insights enhanced the event's impact."

–

Tone Brauti Fritzen, Director Global Patient Insights & Advocacy, Neurology & Immunology

About
realworld ms

Founded in 2024, realworld ms operates as the industry-facing subsidiary of Shift.ms.

We enable MS stakeholders to draw on real-world evidence to develop products, treatments and services that meet today’s MSer needs.

Our work allows us to play a direct role in helping MSers in their ‘real world’.

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George Pepper

Managing Director

Diagnosed with multiple sclerosis (MS) at 22, George has spent two decades turning his experience into action. In 2009 he founded Shift.ms, now the world’s largest dedicated digital MS community, supporting 80,000 members worldwide. He launched realworld ms in 2024 to ensure lived experience informs research and healthcare decisions. Recognised internationally for his leadership in digital health, patient engagement, and real-world evidence, George is passionate about amplifying the voices of MSers and works with researchers, clinicians, and industry to drive more informed, patient-centred outcomes that improve lives.

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Connect on Linkedin

Emma Newman

Strategic Partnerships Director

Emma has over 25 years’ experience in healthcare and pharmaceutical research, with a background in psychology and work spanning the charitable sector, agencies, consultancies, and university spin-outs. She has designed and managed research across the full product lifecycle, from early acquisition evaluations through to launch and product maturity, ensuring evidence and insight inform strategy at every stage. Since joining realworld ms in 2024 Emma has brought her expertise to projects to ensure diverse perspectives shape healthcare decision-making for MSers.