Micromarketing Strategy Partners

Micromarketing Strategy Partners, Inc. was founded in 1999 by two veteran pharmaceutical industry executives who recognized that creative thinking and application of sophisticated statistical techniques to prescription market data would provide brand managers with powerful tools necessary to identify and seize opportunities in the marketplace and grow their brands. These techniques, when intelligently merged with primary qualitative and quantitative research, work together to provide our clients with a strong competitive edge. Years of experience in key positions inside the pharma industry provided the real-world experience and expertise to apply our approaches in a meaningful way that brand managers can trust and act upon immediately. With each passing year, more and more pharmaceutical clients are joining the ranks of those who recognize the value inherent in the MSP approach.

At MSP, our philosophy is simple and powerful. We believe that any group of people, whether it be physicians, patients, hospital- or managed care-decision-makers, are a diverse assortment, representing a wide variety of backgrounds, interests and motivations. Rather than treating them as if they were similar to one another, and marketing to them using one common message and approach, our job is to segment them into their natural groupings and learn what drives and motivates each segment, so that we can tailor a separate marketing approach for each, to achieve maximal effect.

When you select MSP as a partner, you receive the benefit of our years of experience inside the pharmaceutical industry, not just as outside consultants. Our senior managers have held key executive posts within major pharmaceutical companies, in market research and/or product management. We have indeed walked many a mile in your shoes and bring this experience to bear in every assignment we undertake. We understand, from first-hand knowledge, the many pressures and constraints you face and how to work with numerous departments and functions to maximize the return on your research investments. And you can be sure that our recommendations will always be grounded in that reality, and be actionable immediately.

	Paul Bugos, Ph.D. , Senior Partner Paul has served as Vice President of Targeting and Response Analysis and as Director of Marketing Research at GlaxoSmithKline (then SmithKlineBeecham). He was responsible for developing the micromarketing function at GSK, utilizing individual prescriber databases. Prior to joining GSK, he was a Project Director at National Analysts, then a division of the international consulting firm, Booz-Allen & Hamilton. He holds a Ph.D. in Anthropology from Northwestern University.
	Steve West, Ph.D., Senior Partner Steve was the Director of Research & Consulting at NDC where he managed the group responsible for advanced analytics. Previously, Steve had been the Director of Market Research at Pfizer, Director of Research & Consulting at Medical Marketing Group, and Manager of Marketing Research for GlaxoSmithKline. Prior to joining GSK, he was a Research Executive at Opinion Research Corporation. He holds a Ph.D. in Sociology from the University of Virginia.
	Jim Cohen, Ph.D., Partner Jim has served as Group Director for Worldwide Strategic Product Development, and worldwide product manager for at GlaxoSmithKline (then SmithKlineBeecham). He was responsible for all commercial evaluations supporting new product development for cardiovascular and rheumatology/autoimmune products. Prior to that, he was Senior Product Manager for Tagamet, responsible for designing the marketing strategy as this key blockbuster faced generic competition. Prior to joining GSK, he was a Research Group Director at National Analysts, then a division of the international consulting firm, Booz-Allen & Hamilton. He holds a Ph.D. in Biology from the University of Florida.