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Habit EngineeringSM
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The Great Disruption: Brands, Contexts, & Habits
#1 The Habit EngineeringSM Mission
#2 Executive Thinking vs. Habitual Thinking
#3 The Hook Model
#4 Duhigg, Neuroscience, and the Habit Loop
#5 Habit EngineeringSM: The New Paradigm in Market Research
#6 The Biology of Habit
#7 Habitual But Distractable
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Experts
Dr. Richard Vanderveer
Dr. Richard Vanderveer has been a recognized leader in the field of pharmaceutical marketing and marketing research for over four decades. He is perhaps best known for his role as the founder of Physician Micro-Marketing Incorporated, where he developed processes for pharmaceutical companies to use in targeting and customizing their promotional efforts to the specific mindset of the individual physician.
Dr. Richard Vanderveer
Dr. Richard Vanderveer has been a recognized leader in the field of pharmaceutical marketing and marketing research for over four decades. The origins of his career began at Temple University, where he received a Ph.D. in Industrial and Organizational Psychology. While at Temple, he honed his formal survey research skills as a Project Director for the University’s Institute for Survey Research, which conducted large scale survey research for the Federal Government and other clients.
Dr. Vanderveer then moved into the private consulting sector, becoming Director of Custom Research at IMS. A series of business roles followed. He is perhaps best known for his role as the founder of Physician Micro-Marketing Incorporated, where he developed processes for pharmaceutical companies to use in targeting and customizing their promotional efforts to the specific mindset of the individual physician.
His organizational career culminated in his role as CEO of GfK US Healthcare, where he directed and inspired a group of 225 marketing research professionals to leadership in his chosen field. As the US operating arm of GfK, the world’s fourth largest marketing research company, Dr. Vanderveer’s efforts, matching those of the pharmaceutical industry, rapidly took on an international scope.
Since retiring from his post at GfK, Dr. Vanderveer has had the luxury of studying the healthcare marketing scene at large, looking for “the next big thing” in pharmaceutical marketing. As the result of years of research, he has developed a world view that he calls “Mindset Marketing.” More specifically, he sees successful marketing being the result of a “lock and key” approach, where the pharmaceutical marketing message (the “key”) must fit perfectly into the mindset of the customer (the “lock”) if results are to optimized. While most of pharmaceutical marketing research has historically focused on sharpening the “key," little attention has been dedicated to gaining an in-depth understanding of the “lock,” i.e., the customer mindset. With his new colleagues at ThinkGen, Dr. Vanderveer is looking to correct that shortfall.
Noah Pines
As CEO and Founder of ThinkGen, Noah has assembled a team of all-star researchers who are dedicated to providing clients with actionable insights. With nearly 30 years of experience, Noah is striving to build the leading company in the life sciences marketing research industry by cultivating a work environment that is dedicated to innovation, responsiveness, quality, reliability, and partnership in meeting clients’ needs.
Noah Pines
CEO
As CEO and Founder of ThinkGen, Noah has assembled a team of all-star researchers who are dedicated to providing clients with actionable insights. With nearly 30 years of experience, Noah is striving to build the leading company in the life sciences marketing research industry by cultivating a work environment that is dedicated to innovation, responsiveness, quality, reliability, and partnership in meeting clients’ needs.
Prior to founding ThinkGen, Noah spent a decade as a business unit leader within the largest worldwide health care marketing research agency where he managed teams of researchers to provide excellent client service and support. As a researcher himself, he has personally managed hundreds of qualitative and quantitative studies across a broad range of complex therapeutic areas. He is most well known for his research in the fields of viral illnesses, including HIV and Hepatitis, and rare diseases.
Noah has published over 40 articles and authored or edited 10 books on topics in pharmaceutical marketing, complex treatment areas, and marketing research methodology. He earned a BA degree from Haverford College in Philosophy.
Audrey Wu
Audrey brings to ThinkGen over 15 years of experience as a product marketing leader who understands how to drive growth and tie marketing initiatives back to business objectives – successfully leading teams and enabling organizations to tell their story through all product, marketing and sales channels. Before transitioning to client services, Audrey led commercial strategy and marketing as a Vice President for a biopharmaceutical company
Audrey Wu
Vice President
Audrey brings to ThinkGen over 15 years of experience as a product marketing leader who understands how to drive growth and tie marketing initiatives back to business objectives – successfully leading teams and enabling organizations to tell their story through all product, marketing and sales channels.
Before transitioning to client services, Audrey led commercial strategy and marketing as a Vice President for a biopharmaceutical company that supports the health of patients and families facing complex and potentially serious conditions. Audrey has proven experience in strategic marketing planning, customer insights generation, branding, product lifecycle management, and new product launches.
Audrey began her career in research & development, and pivoted to product management after earning her MBA. Her experience spans therapeutic areas in primary care and specialty environments, including women’s health, pain care, cardiovascular, and anti-infectives. She is most recently a Vice President, Managing Director for a consulting firm that helps biopharmaceutical organizations integrate the authentic patient voice throughout the product lifecycle.
Audrey earned a Bachelor of Science degree in Chemical Engineering from the Massachusetts Institute of Technology, and a Master of Business Administration from the University of Michigan Ross School of Business, where she was selected as a Dean’s Fellow.
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