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  • Great Companies

Natalie Yeadon - Great Companies Women Entrepreneur Award Winner 2023



Name: Natalie Yeadon

Business Name: Impetus Digital

Location: Toronto, Canada

Establishment (Year): 2008

Category/ Industry: Professional and other Business Services

Profession/Specialty: Virtual Collaboration for Life Science Companies

Social Media: Linkedin


Company Details:

Impetus Digital is a Toronto-based women-led company that offers virtual hybrid meetings, events and programs for life science based companies globally. Impetus was originated in 2008 by Janice Smith and Natalie Yeadon. Throughout their 18+ years of working in the pharma sector, they observed the need to conduct in-person meetings that are effective and meaningful. Being known to be the digital pioneers, the brand specializes in virtual/hybrid product launch initiatives, educational programs, conference engagements and more.


Unique Selling Proposition/Competitive Advantage:

Impetus Digital has an edge apart from the rest since they offer the largest variety of synchronous and asynchronous tools created especially for life science companies. They also offer the best-in-class tools on a single and secure compliant platform. The company believes in putting sustainability before anything else and are working towards carbon-neutrality by 2030.


Challenges Faced During The Journey:

There are some pharma companies that are concerned about participant engagement activity and think that learning is a compromise in a virtual setting. There are many other online collaboration platforms available too, therefore there is a tough rivalry. Also, offering new tools created from the scratch comes with many trials and errors as to selecting which functionality is to be included as standards and which ones are to be disregarded.


Advice for Women Entrepreneurs:

It is advised to place the company culture on top any business. Offering virtual or hybrid working alternatives if possible is recommended. Non-essential meetings are to be minimized and employees should be trusted to get the work done in whichever method they prefer.



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