Barbara has 20+ years of market research experience on both the pharmaceutical client as well as agency and consulting sides.
She has led programs in Market Research and Planning, at Regeneron, Eisai, MetLife, and WebMD/Medscape, among others. She has led market research activities across the (bio)pharmaceutical brand life cycle, ranging from early discovery and new product assessments to Phase 3 and in-line market research, covering rebranding, positioning, messaging, reimbursement strategy and HCP tactical planning.
Barbara emphasizes the importance of creating a vision for brand success with attainable milestone achievements along the way. She is a strong advocate for developing insightful business partnerships. She excels in brand planning, as this provides a good opportunity for creative, strategic, and longer-term thinking, in collaboration with large stakeholder teams.
Barbara holds a PhD from Tufts University in Experimental Psychology, and a Masters degree from Utrecht University in the Netherlands in Clinical Psychology. For many years, she was on the Board of Directors of the Healthcare Businesswomen’s Association (HBA) Metro Chapter, as Director of Marketing. She was also responsible for many years for the digital marketing strategy for the HBA’s Woman of The Year (WOTY) event.