Trish Cadwallader
Trish has over 25 years of brand management and market research experience as a line marketer, and market researcher on the client side and now on the supplier side as a qualitative research moderator and brand positioning strategist.
Industry
Experience |
Areas of
Expertise |
Health Care
Respondents |
Health Care
Products
· Allergy
· Analgesics
· Antibiotics
· Anti-anxiety treatments
· Anti-depressants
· Anti-hypertensive
· Bi-Polar Disorder
· Cough/cold
· Cholesterol control
· Other cardiovascular disease treatments
· Diabetes management
· Gastroenterology products
· Human growth hormone
· HRT and menopause
· Oncology treatments
Osteoarthritis
· Osteoporosis
· Rheumatoid arthritis
· Schizophrenia
· Surgical devices
· Women's health
Wound Care
Skin Care
Nutritional
Products
Food, diets
· Weight management
· Nutrition-enteral formulas and devices
· Sports nutrition
· Critical care nutrition
· Oncology nutrition
· Pulmonary nutrition
· Hydration
· Pre & post surgery
· Elderly nutrition
· Diabetes nutrtion
Infant formula
Other Health Care Topics
- Conventions and meetings
- Managed care
- Patient education
- Home care
- Long-term care (nursing homes)
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Techniques & Projects
- Advertising evaluation
- Sales material development and evaluation
- Pre-launch and thought leader programs
- Claims and labeling development and evaluation
- Branding (global and local)
- Category Modeling
- Concept Development
- Creative Problem Solving
- Creative Strategy Development
- Competitive assessment and response
- Direct to consumer Rx advertising and programs
- Patient education program development and evaluation
- Focus Groups(phone and in-person)
- Idea Generation
- Laddering Techniques
- Market Segmentation
- On-Site Interviews
- One-on-One Interviews
- Perceptual Mappings
- Positioning Research
- Projective Techniques
- War Gaming
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Physicians
- Cardiologists
- Diabetologists
- Endocrinologists
- Family Practitioners
- Gastroenterologists
- General Practitioners
- General Surgeons
- Infectious Disease Specialists
- Internal Medicine Physicians
- Neurologists
- OB/GYNs
- Oncologists
- Oral Surgeons
- Orthopedic Surgeons
- Osteopaths
- Pediatricians
- Pediatric Endocrinologists
- Psychiatrists
Other Health Professionals
- Dentists/Dental Hygienists
- Hospital executives
- Managed Care executives
- Nurses and nurse practitioners
- Periodontists
- Pharmacists
- Registered dieticians
- Diabetes educators
- Thought leaders & researchers
- Veterinarians
Patients and Caregivers
Variety of disease states related to:
- Disease "experience"
- Drugs
- Other therapies (nutritional/OTC)
- Rx drug coverage and other insurance/managed care issues
- Comfortable with "sensitive issues" including interviewing patients with:
· GI disorders
· Psychiatric disorders
· Women's issues
· Cancer
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Background | Trish retired after 25 years at Ross Product Division, Abbott Laboratories where she held a wide range of leadership positions of increasing responsibility in brand marketing, new ventures and sales. She was a Marketing Director at Ross/Abbott Nutritionals responsible for launching several breakthrough nutritional products in the areas of diabetes, oncology and critical care. She also was the marketer responsible for transitioning Ensure from a hospital-based product to a successful consumer brand by launching a full scale direct-to-consumer marketing campaign including TV, a first for Ross/Abbott. She managed medical nutritional products at various stages, including concept development, clinical research, claims development, product pre-launches and launches as well as successful restaging mature brands.
Since 2004, Trish has used this rich experience to perform qualitative research and assist with the development of brand strategies and positioning on the supplier side.
Trish is comfortable with a broad range of medical and consumer topics and disease states. She has interviewed general practitioners, specialist, thought leader MDs, nurses, dietitians as well as patients and consumers.
Training | Continuing education/professional development seminars through Qualitative Research Consultants Association.
Contact | 614.804.6604 or trishcadwallader@feltonwillis.com
see Trish's Consumer Research profile >>
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