Ismail is Market Access Manager at Essity, where he leads national market access strategy across the NHS. He works closely with policymakers, Integrated Care Systems and NHS providers to support the adoption of value‑based approaches that move procurement beyond unit price towards outcomes, sustainability and system‑wide impact.

He manages Essity’s clinical audit function, working in partnership with the NHS to generate real‑world data, outcomes evidence and value insights that support Value‑Based Procurement and informed commissioning decisions. Prior to his current role, he held strategic positions supporting ICSs and ICBs to design and implement value‑based healthcare solutions across acute and community settings.

He brings a broad commercial background spanning capital equipment, orthopaedics, wound care, compression therapy and continence care, with extensive experience of NHS procurement and pathway redesign