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Cathy Willis

Cathy is one of the principle owners and founders of Felton Willis. She is known for cracking the communication codes amongst targets like doctors and patients. Combining her sharp intellect and sensitivity, Cathy can glean gems of information to build business with a competitive edge.

Industry
Experience

Areas of
Expertise

Health Care
Respondents
Pharmaceuticals/
Devices
· ADD/ADHD
· Allergy
· Analgesics
· Antibiotics
· Anti-anxiety treatments
· Anti-depressants
· Anti-hypertensive
· Bi-Polar Disorder
· Cough/cold
· Cholesterol control
· Other cardiovascular disease treatments
· Diabetes control
· Gastroenterology products
· Human growth hormone
· HRT and menopause
· Oncology devices
· Osteoarthritis
· Osteoporosis
· Rheumatoid arthritis
· Schizophrenia
· Surgical devices
· UTIs
· Women's health

Other Health Care Products
· Dental care
· Food and diets
· OTC healthcare
· Skin care
· Nutritional (home and hospital)
· Veterinary products

Other Health Care Topics
· Conventions and meetings
· Managed care
· Patient education
· Rx drug coverage

 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
 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
  • 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

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Background | Cathy has over 25 years of product management and market research experience, both on the client side as a line marketer and on the supplier side as a qualitative research moderator and product and positioning strategy consultant.

Cathy spent the first 20 years of her career with Procter & Gamble. She was a Marketing Director in P&G Pharmaceuticals, responsible for women's health, GI and anti-infective products. She has managed Rx products at various stages, including concept development, Phase I/II/III research, claims qualification, product pre-launches and launches and developing successful programs to sustain older, existing drugs (including programs to pre-empt generic introductions).

Since 1998, Cathy has used this strategic and practical line marketing experience as the basis to perform qualitative research including leading over 1,500 focus groups and one-on-ones.

By being grounded in the management of successful brands such as $500 million Actonel (osteoporosis) and market leader Asacol (inflammatory bowel disease), Cathy can better appreciate the client's perspectives and more precisely deliver the results to meet client needs.

Cathy is comfortable in a broad range of medical topics and disease states. She has interviewed general, specialist, and thought leader MDs, Allied Health Professionals and Caregivers as well as patients on topics ranging from the common cold or sinusitis to complex and sensitive medical and psychiatric conditions. With this broad background, Cathy can quickly learn new drugs and new therapeutic categories. She is particularly experienced in Type II diabetes, CV, osteoporosis, women's health, GI, nutritional products, and arthritis as well as a range of infectious diseases.

Training | Continuing education/professional development seminars through Qualitative Research Consultants Association.

Contact | 513.793.6628 or cathywillis@feltonwillis.com

see Cathy's Consumer Research profile >>

 

P.O. Box 9295 Cincinnati, OH 45209    |    (513) 961-4612    |    info@feltonwillis.com