Advice for start-ups: Application tips from judge Sara Nelson
Sara Nelson is a Programme Director at the Health Innovation Network South London, delivering innovator support programmes including DigitalHealth.London’s flagship Accelerator programme, the Launchpad programme and Innovate UK Biomedical Catalyst accelerator Accelerating FemTech: Evaluate.
She’s worked in the NHS for over 30 years in both clinical and leadership roles. A qualified nurse, Sara was previously Deputy Chief Nursing Informatics Officer at NHS England, leading on strategy, education, and innovation.
Sara returns as the Pitchfest judge this year. She’s a passionate believer in the power of technology for improving patient safety and driving efficiency in health and care. We speak to her about what applicants and attendees can expect from Pitchfest 2026 – and get some insider tips for success.
Why should companies apply to Pitchfest?
Pitchfest is a chance for digital health innovators to showcase their businesses, meet with potential customers and unlock new opportunities for co-designing technologies that answer real world problems.
We know that Rewired attracts leaders in innovation, but also people across the health and care system who want to understand how digital innovation can evolve their work.
Pitchfest is an ideal opportunity to explore the art of the possible. It’s also a chance for CEOs, finance officers and the senior leadership team to understand what solutions are available and how they can improve services.
Can you briefly talk us through the process?
Companies will need to submit an application, which will be reviewed by the panel. Then there’s an interview process, where we seek to understand the product or service and its current and future impact. This helps us to select the best companies, who are invited to pitch at Rewired.
What advice would you give to companies considering applying?
Firstly – and most importantly – fill out every part of the application and use the whole word count. If you have a solution that solves a particular problem that is in the 10-Year Plan or the recently released Medium-Term Planning Framework, for example, it’s important to highlight this in your application.
My tip would be to answer all the questions in a way that somebody who doesn’t know about your product would understand. People who are reading this and making decisions are part of the system, but they may not know your particular area. Using lots of acronyms, for example, may cause confusion.
Once you’ve written the application, it can be a good idea to get somebody else to read it, who isn’t involved in the project. This ensures your application is clear and captures the benefits simply and clearly.
We also encourage you to get your applications in as soon as possible. Don’t leave it until the deadline, as problems can happen.
What are your views on using AI in the application process?
I’m not worried about the use of AI, as sometimes it helps us to organise our thoughts.
If you’re going to use AI, use it responsibly. It can provide a great starting point to help structure your response, but it’s important to ensure your application genuinely reflects your own tone, your product, and your company. That way, you won’t get caught out at the interview stage.
Pitching can be stressful. How would you recommend people prepare?
Look at your team and work out who is the most appropriate person to deliver the pitch – it might not be the CEO or senior leader. Find somebody in the team who has a way of communicating that tells the story well. Of course, they need to have an in-depth understanding of the company and be passionate.
We ensure that participants stick to time limits, so preparation and practice are key.
It sounds quite nerve wracking to pitch. Is it?
There’s pressure, but it is an incredible platform to showcase the great work that you’ve done – and will do. Both the panel and the audience will be really interested in hearing how your product can benefit the system, as well as identifying opportunities for potential collaborations.
As well as being Pitchfest Judge, you’re also a delegate. What are you looking forward to at Rewired 2026?
The agenda always provides valuable insights and learnings that inform our work at the Health Innovation Network South London and DigitalHealth.London.
It’s a great place to catch up with colleagues and companies that we’ve worked with through our innovator support programmes, whether they’re exhibiting or part of panels.
I am particularly looking forward to meeting new colleagues, who are inspired by the potential for innovation in the health service, and exploring how the Health Innovation Network South London can support.
Pitchfest is the UK’s most high-profile digital health start-up competition that provides a platform for innovators and founders to pitch their solutions to influential leaders across UK healthcare. You can apply here.
