Newcroft Advisory

Newcroft Advisory is a strategy consultancy helping healthtech teams build digital tools that clinicians trust, adopt, and use in the real world. Founded by Dr Morkos Iskander, a medical doctor, MBA, and PhD researcher in cognitive load, we bring deep expertise at the intersection of medicine, digital design, and system thinking. We work with startups, SMEs, and VC-backed ventures across the UK and Europe to improve product fit, clinician engagement, and market access. Our advisory support spans: Strategy sessions for digital adoption and workflow alignment Clinical and behavioural insight for product teams Procurement and stakeholder mapping across NHS systems Short-term consulting projects to reduce digital friction and accelerate scale We specialise in bridging the gap between digital innovation and clinical reality, helping teams avoid wasted pilots, unlock real traction, and speak the language of frontline users. Whether you're preparing for a pilot, refining your product-market fit, or scaling into new care settings, we help you build with insight and move with confidence.