In the US, life sciences specialist Beghou Consulting has opened a Marketing Research practice, and hired pharma researcher Esin Izat to lead it.
Evanston, IL-based Beghou uses advanced analytics to help life sciences companies establish and manage commercial operations to market and sell therapies. Its new service is designed to enable companies to enhance their commercial operations across all phases of the product life cycle, through situation analysis and market assessment, marketing strategy and planning, and implementation and monitoring. Beghou plans to add a marketing research capability to its proprietary cloud-based application platform, Mainsail, allowing users to access their data analytics in one place and improve their understanding of implications.
Izat (pictured) joins with nearly twenty years' marketing research experience in the pharmaceutical and medtech sectors. Most recently, she ran her own pharma-focused marketing research agency Envitalix, prior to which she spent a decade at Takeda Pharmaceuticals, most recently as Director of Global Customer and Market Insights. She began her career as an intern with Maritz, before moving to IRI as an Analyst.
Commenting on the news, company Partner Steve Trokenheim said: 'Marketing research informs many aspects of commercial operations - from forecasting to sales force sizing to incentive compensation to segmentation and targeting. With the addition of this practice, we will be able to provide our clients with both primary and secondary data to better deliver actionable insights from the very initial stages of product launch through post-launch measurement and analysis'.
Sourced from The Daily Research News Online