Why Pharos exists
Pharos Advisory was founded to help healthtech, AI and commercial innovation companies navigate the commercial complexity of pharma organisations.
The company works with clients to sharpen their positioning, strengthen their go-to-market approach and build the commercial confidence needed to gain traction in one of the most demanding buying environments in the world.
What makes Pharos different
Pharos Advisory brings a perspective shaped by nearly 30 years of commercial leadership inside global pharmaceutical organisations, including senior roles in commercial transformation, omnichannel strategy and digital transformation at GSK.
That experience shapes how Pharos works. The focus is not theoretical frameworks. It is understanding how pharma commercial decisions are actually made, what senior leaders respond to, and where promising engagements lose momentum.
Marc Koolen, Managing Director
Marc Koolen founded Pharos Advisory following a career spanning nearly 30 years inside global pharmaceutical organisations. Most recently he served as Senior Director for Commercial and Digital Transformation at GSK, leading large-scale transformation programmes across more than 20 markets.
He is an active voice in pharma commercial transformation, having spoken at Reuters Pharma 2025 and Next Pharma Vienna in October 2026. He publishes regularly on AI-enabled go-to-market strategy, reaching an international network of more than 3,000 pharma and healthtech professionals.
The Pharos name
The Pharos of Alexandria was the great lighthouse of the ancient world, built to guide ships safely through one of the most complex harbours of its time. It became a symbol of clarity, direction and navigation under difficult conditions.
That idea sits at the centre of this company.
The connection is also personal: Marc previously lived and worked in Egypt during his leadership career in emerging markets.