Sam Seidu is a Professor in Primary Care Diabetes and Cardio-metabolic Medicine at the University of Leicester, UK. He is currently the vice-chair for Research for Primary Care Diabetes Europe (PCDE). He is a board member of the Primary Care Diabetes Society of UK and is also currently a Clinical Lead and mentor for diabetes in the Leicester, Leicestershire and Rutland Integrated Care System. In 2021, he was named the most outstanding early career researcher by the Royal College of General Practitioners. Professor Seidu is a practicing Leicester City General Practitioner, a Partner, lead undergraduate tutor and GP trainer at the Hockley Farm Medical Practice. He is an associate editor of the Primary Care Diabetes journal. His research aims: 1. Medication safety in diabetes and cardiometabolic diseases in the elderly population. 2. Quality improvement in diabetes care in primary care settings. 3. Addressing health inequalities in diabetes care. Research Interests: He is also working in the area on therapeutic inertia in people with diabetes to understand the causes, outcomes, and possible solutions.