Heather Coda
Principal @Hmc Marketing Research
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WORK HISTORY
Principal @Hmc Marketing Research
West Chester, PA, US
Moderate and report on domestic and global qualitative research studies in pharmaceuticals, biologics and other medical products and services. Primarily utilize in-depth interviews to explore the perceptions and beliefs among physicians and other healthcare professionals, patients/caregivers, lab managers, scientists, business executives and other stakeholders. Typical study objectives include exploratory research (market landscapes, needs assessments, drivers and barriers, user experiences, treatment activity cycles, patient journeys); research to shape new product development including target product profile and value prop evaluation and optimization; and creative research to guide decision-making in concepts, messages, and promotional materials.
EDUCATION
Villanova School of Business
MBA, Marketing
University of Richmond
BA, Economics and Sociology
Richmond upon Thames College (London, England)
Study abroad
SKILLS
ABOUT HEATHER CODA
I am a qualitative market research professional specializing in life sciences. With 25+ years of experience in research on both the client and supplier side and 8 years in marketing roles in pharmaceuticals, medical services, and health benefits support, I have the experiential breadth and depth required to meet and exceed my clients\' needs. Areas of focus are exploration of treatment practices and optimization of marketing strategies and materials.My primary methodology is individual-depth interviews; and my typical respondent types are specialist and generalist physicians, KOLs, NPs/PAs, pharmacists and other HCPs, patients, caregivers, lab managers, scientists, purchasing managers and business executives. I\'ve moderated nearly in-depth interviews to date. I also moderate groups; and report and present on global and domestic studies, including leading moderators outside the US on global studies. My experience includes working in all life cycle stages (i.e, Phase 2-4 clinical trials, pre-launch promotional development, and in-line/mature brands). I\'m experienced in research that entails evaluating clinical target product profiles and shaping new product development; and exploring treatment algorithms, market landscapes, value propositions, and patient journeys. I also conduct research to support the development of advertising concepts, HCP core visual aids, objection handlers, patient brochures and other communications.Recent therapeutic experience includes cardiology, CNS, dermatology, endocrinology, gastroenterology, hematology, infectious disease, metabolic disorders, nephrology, neurology, oncology, ophthalmology, psychiatry, pulmonology, rare diseases and women\'s health. Recent medical device experience includes COVID-19 testing, diabetic pumps and CGMs, contact lenses, and vascular and eye implants. In addition to commercial studies, I have experience in real-world evidence studies.In previous client-side roles, I have helped Fortune 500 corporations as well as smaller start-ups use research to increase their understanding of their markets and their target audiences\' wants and needs. I\'ve played a key role in using insights to create effective marketing strategies, build brands, and design award-winning communications, programs and tools.
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