Professor Rob Horne founded Spoonful of Sugar in 2011, to translate the ongoing insights from a 20-year global research programme into designing practical programmes helping patients, healthcare professionals and payers get the best from medicines and other health technologies.


Why we are called Spoonful of Sugar…

According to the 1960’s musical ‘Mary Poppins’, “a Spoonful of Sugar helps the medicine go down, in the most delightful way!”. These days there are many more scientific approaches to assist people take and continue taking their medicines, and this is what our company is all about.


Translating world-class research into practical solutions that improve outcomes.
The research of Professor Horne and his colleagues has advanced theory and practice in medicines behaviour. From this research, we’ve created unique methodologies that we apply in bespoke programmes, tailored to our clients’ needs.


Our programmes change behaviour because they are founded on a deep understanding of why engagement with medicines is often suboptimal, and how these behaviours can be changed to improve outcomes for patients and the healthcare system.



Three principles
Our work is guided by three interdependent principles:


Professor Horne and his team are directly involved in every SoS programme, ensuring that the latest thinking and evidence remain at the core. SoS translates this evidence into programmes bringing business and academia together seamlessly to ensure that we make best use of medicines and medical innovation for the benefit of individuals and society.


Our programmes aren’t academic concepts devised in isolation. We work with patients, their representative groups and carers, and the healthcare professionals supporting them, which brings credibility, authenticity and authority to our work




Our programmes are tailored to meet the needs of our clients and their stakeholders. When it comes to medicines behaviour change, one size definitely does not fit all. We begin by understanding the interaction of the individual with the treatment and the complex psychological and behavioural factors influencing whether and how they use it. We then tailor support to address the perceptions and practicalities affecting their motivation and ability to get the best from the treatment.