Who We Are

Impetus Digital has a global footprint with clients and advisors in Canada, the US, Europe, Latin America, Africa, and the Middle East. Based in Toronto, we have been bringing local perspective and international expertise to every project since 2008.

= Countries where Impetus Digital has client and/or advisor presence

Impetus Digital's Global Footprint

At Our Core is Knowledge

Impetus has a wealth of experience working with physician, nurse, payer, and patient advisors, across numerous therapeutic areas, in the medical, regulatory, reimbursement, and marketing spaces

What We Stand For

Impetus Digital believes in disrupting the way companies interact and seek advice from key opinion leaders and C-Suite Executives by using convenient, asynchronous online tools.


Partnership means so much more than just working together. To us, partnership is a mindset. It is the act of relying on other people in order to be successful.


We believe you don’t need to spend a fortune to build strong customer relationships or seek great advice.


Partnering and developing authenticity requires communication agility, responsiveness and consistent interactions over time.


We believe that brilliance lies in simplicity. We also believe that engagement and gathering knowledge does not need to be complex.

Janice Smith

Founder and CEO

Janice worked in the pharmaceutical industry for over 18 years in a variety of sales and marketing management roles covering multiple therapeutic areas, including oncology, cardiology, respiratory, gastroenterology, psychiatry, and neurology. As the Oncology Business Unit Director at AstraZeneca, Janice led the successful launch of Arimidex in early breast cancer, Faslodex in advanced breast cancer, and Iressa in metastatic lung cancer. Janice also has experience as a strategic communications consultant focusing on the not-for-profit health sector.

Natalie Yeadon, Co-Owner and Managing Director, Impetus Digital

Natalie Yeadon

Co-Founder and CEO

Natalie worked in the pharmaceutical industry for over 18 years in a variety of sales, marketing, and early brand commercialization management roles both in Canada and in the US, in several different therapeutic areas, including oncology, HIV, psychiatry, neurology, rheumatology, and immunology. Natalie assisted with the launch of Herceptin for HER2+ early breast cancer in the US when she resided in San Francisco working for Genentech. Natalie started her career as a Radiation Therapist treating cancer patients at the Princess Margaret Hospital.

WBE Canada - Certified Women's Business Enterprise Employer