Principals / Co-founders


Dr. Fred Ashbury, PhD

Fred Ashbury, PhD, received his doctorate in sociology from York University in 1991.  He is Principal Consultant and co-founder of Intelligent Improvement Consultants (I2C).  Fred is Professor, Illawarra Medical Health Research Institute, University of Wollongong, New South Wales, Australia, and has faculty appointments in the Division of Preventive Oncology, University of Calgary, and the Institute for Health Policy, Management and Evaluation, University of Toronto.

Dr. Ashbury’s research program includes workplace health, including the impact of health conditions, risk factors and organizational factors on absenteeism, presenteeim and productivity.  He also studies patient information needs, patient-provider communications, point-of-care decision support, and intervention research into chronic disease prevention and supportive care. His other patient and population health studies include knowledge, attitudes and practices influencing participation in cancer screening programs, diet interventions, and tobacco control. Fred has also contributed to policy development in environmental exposures, tobacco control, and clinical practice guidelines. 

During his career, Fred has held senior positions in government, private and not-for-profit sectors, including managing research and evaluation at the Workers’ Safety and Insurance Board of Ontario, where he focused on behavioural research into the factors influencing occupational disease reporting and evaluation of return-to-work programs and policies.  Fred was Associate Director of the Centre for Behavioural Research and Program Evaluation at the National Cancer Institute of Canada, where he designed and conducted research and evaluation into patient issues, including survivorship and rehabilitation, and evaluated Canadian Cancer Society programs and services.  As Chief Scientific Officer, OptX Corporation, Fred was responsible for the design, implementation and evaluation of physician decision support tools and patient outcomes research, and the development and evaluation of decision-support tools at point-of-care.  At Cancer Care Ontario, Fred served as Scientific Director to establish the Ontario Health Study, a large-scale cohort research platform to investigate the effects of lifestyle, environment and family history on the onset of chronic diseases, including cancer, diabetes, heart disease, asthma and Alzheimer’s. At the Alberta Cancer Board , Fred served as Interim Vice-President, Population Health, a division comprising Surveillance, the Alberta Cancer Registry, Cancer Screening, Population Health, and Population Health Research. His interests in personalized medicine research include knowledge, attitudes and practices of physicians with respect to personalized genetic testing, and public and patient information needs for effective participation in decisions concerning genetic testing and treatment decision-making.

Fred is Editor-in-Chief of Supportive Care in Cancer, an international, peer-reviewed journal dedicated to publishing high-quality original research and reviews into all aspects of supportive care concerning cancer patients and caregivers.  He has published more than 75 peer-reviewed articles and major reports. Fred is a member of the Canadian Association of Psychosocial Oncology (for which he also served as a member of the board for 10 years), the Canadian Evaluation Society (three years as a member of the board of directors of the Ontario Chapter), the Multinational Association of Supportive Care in Cancer (and currently as a board member), the American Society of Clinical Oncology, and the American College of Epidemiology.

Jason Pun, MSc MBA PMP

Jason Pun is Principal Consultant and co-founder of Intelligent Improvement Consultants (I2C), a firm focused on providing consulting services to health sector organizations. His role is to lead business development activities, as well as manage consulting engagements to ensure client needs are met and exceeded. He holds a Master of Science in Biology (Molecular), Master of Business Administration, and is a certified Project Management Professional.

Prior to co-founding Intelligent Improvement Consultants, Jason was the founder of Pun Consulting Solutions (PCS), and previously, Director in PricewaterhouseCoopers (PwC) Canada’s Health Services Practice. As the principal at PCS, Jason led projects with the Central West CCAC, Hamilton Health Sciences, and the Centre of Excellence for Personalized Medicine. These projects included managing the implementation of new clinical programs, leading a Project Management Office aimed at implementing a region-wide Oncology Information System, and working with panels of expert panels to understand and advance Canada's role in personalized genetic testing.

In his role at PwC, Jason had leadership responsibility for the program evaluation portfolio, in addition to working with many public sector and health clients in performance review/evaluation, clinical and financial effectiveness, strategic planning, and project management.  He led both small and large teams in many successful consulting engagements. 

Previously, Jason was the Finance and Research Program Manager at the Ontario Genomics Institute (OGI), a company that invests in and manages research in genomics and proteomics.   At OGI, Jason managed a $490 million scientific research program, performed due diligence reviews of multi-million dollar research project applications, negotiated legal agreements with research institutions, and provided assistance to scientists in developing management and financial plans. Previous to that, Jason worked as a consultant for multiple pharmaceutical clients at a full-service healthcare communications company.  Jason also has significant experience as a research scientist.  He has co-authored publications in molecular biology, studying gene regulation and molecular embryology.

Jason has led numerous strategic and operational planning and process improvement projects for Ontario Local Health Integration Networks, hospitals, and other health service providers. He has also worked on numerous projects that have involved collecting information from diverse groups to obtain meaningful data relating to health care funding, health issues, and strategic planning.  His role on these engagements has been to formulate structured survey questions, execute interviews, manage scope, and perform detailed analyses and reporting on both qualitative and quantitative data.