WoW Woman in Health Tech - Elizabeth Crow, Business Development Manager at Burgopak

Elizabeth Crow is a Business Development Manager at Burgopak, a structural packaging design company specialising in interactive packaging solutions for health technology, diagnostics, and wellness brands. Based in London, she works with startups and global companies developing preventative health products, at-home diagnostic kits, supplement programmes, and collagen and nutrition products, helping translate complex health offerings into clear, user-centred physical experiences.

Her work focuses on the role of packaging in improving usability, adherence, and engagement with health products, ensuring packaging is considered as part of the overall product experience rather than simply a delivery mechanism. She collaborates closely with product, marketing, and operations teams to develop packaging systems that support behaviour change and build consumer trust in health innovation.

Elizabeth brings a creative-commercial perspective to the health-tech sector, shaped by experience in design-led industries and strategic business development. She is particularly interested in preventative healthcare, behavioural design, and how physical product design can improve accessibility and understanding in healthcare. Her professional interests include wellness innovation, diagnostics, and user-centred product design.

Burgopak creates award-winning wellness and healthcare packaging that transforms unboxing into a moment of trust, clarity, and delight, from at-home diagnostics to supplements and medical devices.

At the heart of everything Burgopak does are two core values: innovation and unrivalled service. Innovation means challenging the status quo and pushing boundaries to create better solutions for clients. But innovation alone isn’t enough. What truly sets Burgopak apart is a commitment to service that goes beyond expectations. The team listens, learns, anticipates, and delivers - because excellence in service is not just about meeting needs, but exceeding them at every opportunity.

Based in London and founded nearly 25 years ago, Burgopak manages the full journey from concept to delivery, ensuring consistent quality across design and production. The company is a trusted partner for brands looking to create a better health experience from the very first touch.

Tell us a bit about your background and your projects so far.

My background combines creativity and commercial strategy. I studied Fine Art before moving into creative-industry roles in project management and business development. Today, I work with health-tech, diagnostics, and wellness companies to develop packaging that improves how people interact with products — from supplement programmes to at-home test kits.

A lot of my work focuses on packaging as a behavioural tool: helping users complete tests correctly, build habits, or better understand their health. I’ve worked with a wide range of clients in the preventative health and wellness space, but collaborating with Thriva on guiding users through the at-home test kit experience and with Vitl on creating a more elevated and seamless user experience for their supplement programmes provided particularly valuable insight into the challenges and requirements of this industry.

Alongside my work at Burgopak, I run a jewellery brand, which keeps me closely connected to design, materials, and user experience from a founder’s perspective. That creative practice continues to inform how I think about product interaction, storytelling, and emotional connection in physical products.

How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?

I entered the industry through the design and packaging world rather than through healthcare directly. Over time, I became increasingly interested in wellness, diagnostics, and preventative health, particularly how physical products shape behaviour and understanding.

Like many industries that sit between design, engineering, and healthcare, it wasn’t a straightforward path. One challenge has been learning to speak multiple “languages”: creative, technical, and scientific. Another has been building credibility in a space where innovation cycles can be long and highly regulated.

How long did it take you to be where you are now? What was the biggest obstacle? 

It’s been a gradual journey over several years, moving from a project management role working on fintech clients at Burgopak into business development focused on health-related products. One of the biggest obstacles has been adapting to longer decision-making and product-development cycles in health technology compared to other sectors.

What are the challenges of being in the industry you are in? 

One of the challenges in health tech is balancing regulatory requirements with creating simple, intuitive user experiences. Product-development timelines can be long, and there are often multiple stakeholders involved in decision-making. Packaging is sometimes overlooked early in development, even though it plays an important role in usability, adherence, and product success.

What are your biggest achievements to date?

Professionally, I’m proud to have helped bring packaging solutions to market for global brands and startups in wellness, diagnostics, and healthcare. Supporting products that people use in their daily lives, particularly those related to health, feels meaningful.

Helping companies recognise packaging as part of the product experience, rather than just a container, has been a particularly rewarding part of my work.

What are the projects you are currently working on?

Currently, I’m working with wellness and diagnostics brands exploring packaging for collagen supplements, hydration products, daily nutrition programmes, and at-home testing kits. Many of these projects focus on improving adherence, clarity, and user confidence.

I’m also researching packaging trends in preventative health, particularly how design can support habit-building and long-term engagement with health products.

Is the #WomenInTech movement important to you and if yes, why? 

Yes, representation matters, especially in industries that combine technology, engineering, and commercial leadership. Seeing women in visible roles makes careers in these spaces feel more accessible and possible.

Innovation benefits from diversity of perspective, particularly in health-related industries that serve a wide range of people.

What will be the key trends in your industry in the next five years and where do you see them heading?

Preventative health, at-home diagnostics, and personalised wellness will continue to expand. We’ll see more integrated physical-digital health products and subscription-based health ecosystems.

From a packaging perspective, usability, sustainability, and accessibility will become increasingly important. Packaging will play a more strategic role in guiding users through health products and supporting behaviour change.

What is the most important piece of advice you could give to anyone who wants to start a career in this industry?

Spend time understanding the real problems health products are trying to solve. Whether your background is technical, creative, or commercial, the most valuable skill is the ability to connect user needs with practical solutions. Health tech is collaborative by nature, so learning to work across product, clinical, and design teams is essential.

Who are three inspirational women in your respective industry you admire?

Ida Tin - founder of Clue, for helping make women’s health data more accessible and normalising conversations around reproductive health through technology.

Tania Boler - founder of Elvie, for bringing beautifully designed wearable health technology into mainstream conversation. 

Dr Anne-Marie Imafidon - founder of Stemettes, for her work encouraging diversity and representation in technology and innovation.

Find out more about Burgopak on their website.