We are the only pharmaceutical consulting firm in Canada specializing in senior living

In Initiative Inc. (In Initiative) specializes in marketing, market analyses and research to deliver strategic and tactical recommendations, planning and implementation for the commercialization of life science products.  

  • In Initiative is the de-facto Canadian market leader in developing and successfully implementing comprehensive, evidence-based best practice disease management programs in the long term care and senior living sectors.  
  • In Initiative has differential experience in drug pricing, reimbursement and product listing agreements.

What We Do

Original Work

Whether it is pricing, disease management, or clinical and operational deficiencies, there are inherent differences in every issue or situation that we deal with. Rather than re-apply the same approaches repeatedly, we commit to our clients to leverage our resources and talents to fully understand the issues that they face and create the best possible solutions for their problems.

Research & Analysis

  • The capacity for traditional or innovative research, ranging from primary market research to advanced advisory/consultative sessions that delivers actionable insight
  • The breadth of vision, insight and skill to transform research into understanding

Strategy & Implementation

  • The ability to build innovative, creative strategies and the experience to know when being conservative will work best
  • A strong background in converting strategies into practical plans and then implementing or supporting implementation

Clinical Consulting Services


Address the challenges you face with customized solutions, including:

  • Quality Improvement
  • LTC Compliance Readiness
  • Clinical and Operations Reviews
  • Nursing Staff Support
  • Internal Investigations
  • Clinical Program Development
  • Onsite or Remote Training and Education
  • Improving CMI
  • Nursing Leadership Training
  • Accreditation Support
  • MDS Education
  • Disease Management
  • Care Standardization
  • Clinical Trial Implementation and Support
Our Client Pledge
  1. Customized to meet your organizational needs
  2. Traditional and innovative approaches to achieving success
  3. Activities that revolve around building clinical solutions to address complex healthcare issues

Get to know us


Susan Veenstra

Lead – Clinical Operations


Chris Brockington

Principal Consultant


Simon Jay

Principal Consultant


Marie Hewitt



Dr. Charles Piwko

Consultant & Clinical Expert


Debbie Green

Registered Nurse

Our Clients

Get in touch