iheed provides online medical and clinical postgraduate education, offering accredited programs to healthcare professionals worldwide. Pulse 2.0 interviewed iheed General Manager Rebecca Patterson to learn more.
Background in Higher Education
Asked about her background, Patterson shared:
I have 25 years’ experience in leadership and commercialization in Higher Education. I am the General Manager of iheed (An Organisation specialising in Online Medical and Clinical postgraduate Education) and the Chief Revenue Officer of the Cambridge Education Group Online Divisions. I have spent the last decade scaling online education at a global level. The iheed postgraduate medical programs, accredited by world-ranking universities and training bodies, have welcomed 19,000 students from 121 nationalities.
Primary Responsibilities
Asked about her primary responsibilities, Patterson explained:
Leadership and Strategy Management in the Online Divisions of Cambridge Education Group
A Favorite Memory
Asked about her favorite memory working for the company so far, Patterson reflected:
During the pandemic when the entire staff in iheed had to go remote for almost a two-year period we kept team spirits high by very elaborate weekly Teams calls. We had karaoke, Bake-offs, storytelling, you name it. It really was a brilliant way to lift the spirits during a stressful time. It was a testament to the spirit of collegiality of the iheed team.
Core Products and Features
Asked about the company’s core products and features, Patterson detailed:
We sell online medical and clinical postgraduate education comprising compelling, content-rich and highly interactive learning experience designed specifically for healthcare professionals.
Challenges in the Sector
Asked whether she has faced any challenges in her sector of work recently and how she overcame them, Patterson outlined:
The rising costs of acquisition via Google and Meta pose an existential risk to online businesses. We have served to alleviate some of this risk by using new B2B approaches to market which are proving very effective in the healthcare space
Technology Evolution Since Launch
Asked how the company’s technology has evolved since launching, Patterson described:
The digital learner expectations have risen hugely in the past 5 years. Static, text-heavy e-learning is no longer acceptable.
iheed’s programs now include:
- Medical simulations and complex clinical decision-making tools, allowing learners to practice diagnostic reasoning and management planning in realistic, risk-free environments.
- Competency-based assessments, including virtual OSCEs (Objective Structured Clinical Examinations), DOPPs (Directly Observed Procedural Skills) recorded on ePortfolios, competency badging, and advanced analytics to identify gaps in skills or knowledge.
- Problem- and case-based scenarios, ranging from simple introductory cases to complex, decision-based branching pathways that reflect real-world uncertainty.
- Engaging instructional content, such as interactive video, 2D and 3D animations, detailed medical imagery, and competency-focused teaching videos.
- Integrated access to medical libraries, journals, research databases, e-books, and drug formularies, ensuring that learning is grounded in the latest evidence. This also promotes development and collaboration across learning communities, both within and beyond each program cohort.
- A focus on mastery of competencies rather than traditional grade point averages, aligning assessment more closely with real clinical performance.
- Online proctoring for formal summative exams, maintaining academic rigor and integrity.
- Diverse assignment formats, including multimedia submissions tailored to specific competencies or clinical skills. This includes real-time synchronous tutorials via video conferencing, alongside active discussion forums.
Together, these elements create a rich, engaging environment that supports not just knowledge acquisition but the practical application of skills in real time.
Significant Milestones
Asked about the company’s most significant milestones, Patterson noted three key achievements:
- Acquired by Cambridge Education Group in 2021
- Scaled from 3 to 16 postgraduate programs from 2021 – 2026
- Grew from €3 million to €24 million in revenue from 2021 – 2026
Customer Success Stories
Asked to share specific customer success stories, Patterson pointed to the company’s recently released alumni impact survey:
– 57% of our graduates achieve salary increases
– 39% of our graduates secure a promotion
Funding and Revenue
Asked to discuss funding and/or revenue metrics, Patterson shared:
Currently achieving €24 million in annual revenues
Total Addressable Market
Asked about the total addressable market the company is pursuing, Patterson observed:
Global TAM for online medical and clinical education leading to full postgraduate qualifications, excluding CPD/CME, is about US$2–5 billion annually today, with a practical midpoint of roughly US$3 billion.
Competitive Differentiation
Asked what differentiates the company from its competition, Patterson emphasized:
The heavy investment in the online learning experience differentiates iheed programmes from other OPM and university online postgraduate offerings
Future Goals
Asked about the company’s future goals, Patterson concluded:
To expand our product offerings to target the wider nursing and allied health professionals and to expand our accrediting partners.
To double the revenues and EBITDA in the next 3 years.
