About
Caroline Allen
Registered midwife and commercial leader. Founder of Sloane Associates.
Background
Caroline's career spans clinical practice and commercial leadership in women's health.
After qualifying as a midwife she practised in NHS hospital and community settings across four trusts, with specialist roles including Birth Reflections Midwife, Mentor and Professional Midwifery Advocate.
She moved into medical devices at GE Healthcare, initially in sales and education, progressing to UKI Modality Leader for maternal and infant care and ventilation, with commercial responsibility for a portfolio of approximately $10M across the UK and Ireland.
As Head of Growth at Apricity, the UK's first AI-driven, venture-backed fertility clinic, she led direct-to-consumer patient acquisition and B2B partnership referrals from corporates and private medical insurers, alongside conversion optimisation, pricing and refunds, complaints, and premium patient journey design.
She then led a senior business development team at Accurx, a health technology disruptor in the NHS, driving adoption of ambient voice technology across acute secondary care.
She now runs Sloane Associates, advising fertility clinics, women's health providers, femtech platforms and founders across the UK, Europe and the Middle East on commercial growth, patient acquisition and the clinic operations that sustain them.
Current work includes a long-running engagement with a premium fertility clinic in Saudi Arabia, building its patient acquisition function ahead of opening.
Career
NHS maternity care, medical devices, venture-backed fertility, health technology, and now independent consulting.
Sloane Associates · Present
Founder
Commercial and operational consulting for fertility and women's health organisations across the UK, Europe and the Middle East.
Premium fertility clinic · Saudi Arabia
Patient acquisition function, CRM, pricing architecture and team training, built ahead of opening.
Established fertility clinic · UK
B2B channel opened with insurers, brokers and corporate clients.
Women's health platform · International
UK market entry strategy and route to market.
Femtech · Pre-seed
Market mapping, acquisition strategy and commercial hiring plan.
Accurx
Senior Business Development Lead
Senior business development leadership, driving adoption of ambient voice technology across acute secondary care.
Apricity Fertility
Head of Growth
The UK's first AI-driven, venture-backed fertility clinic. Direct-to-consumer patient acquisition and B2B partnership referrals, alongside conversion, pricing and premium patient journey design.
GE Healthcare
UKI Modality Leader, Maternal and Infant Care and Ventilation
Commercial responsibility for a portfolio of approximately $10M across the UK and Ireland. NHS procurement, frameworks and tenders.
NHS
Registered Midwife
Hospital and community practice across four NHS trusts. Specialist roles including Birth Reflections Midwife, Mentor and Professional Midwifery Advocate.
Clients
Who Sloane Associates works with.
Fertility clinics and clinic groups. Women's health providers and femtech platforms. Health technology companies selling into the NHS. Investors and founders across all of them.