Kendra has more than 16 years of pharmaceutical market research experience and is known for her expertise in brand development and brand loyalty tracking studies. Her ability to understand the business issues and problems facing her clients is the key to her insightful research. Kendra’s specialties include quantitative methodologies for testing new product concepts, brand communications testing and brand loyalty tracking programs. She earned a master’s degree in marketing research (MMR) from the University of Georgia and a bachelor’s degree in marketing and finance from Central Michigan University. When Kendra takes off her market research hat, she enjoys spending time outside in the sun or snow with her husband and fun-loving daughter, Julia.
In 2013, actress Angelina Jolie announced that she had a preventive double mastectomy after genetic testing revealed she carries the BRCA gene, putting her at an 87% risk of developing breast cancer and a 50% risk of developing ovarian cancer. The announcement, shared as an essay in The New York Times, sparked a national conversation about genetic testing. Since then, there seem to be daily news reports suggesting the findings of new genetic mutations that may be linked to risk for certain diseases or used for diagnosis of a disease.
We were curious how the populace is feeling about genetic testing—do they see value in knowing the future, or do they find peace in not knowing? To find out, we conducted our own study with 1,006 people in the US to understand what they know about genetic testing and what they think of it—what we learned surprised us.
Market Strategies has recently had the privilege of working on patient journey projects within healthcare, life sciences and consumer packaged goods. Clients in these industries often require patient journey market research as new products approach launch, as new indications are forthcoming or as a market shifts significantly. Why do it? Because there is a real desire to genuinely understand the stories patients have to tell. To be effective, marketers must understand how the patient experience overlays with that of the healthcare professional (HCP) and how both of those layer on to what the new product or service will offer. It allows marketing teams to say, “I know this patient. I know this treater. I can see where my product can help…or where it will miss the mark.” It is the lens of empathy overlapping with the lens of business.
My market research team is about to start working on a project for a new oncology product. During the kick-off meeting, someone wondered aloud how many potential lives this new treatment may save. It’s a profound and humbling thought—we are working on a product that could literally save the life of another human being. Too often we get bogged down in the everyday tasks needed to successfully complete a project and keep our clients happy. That is why it is important to have these moments—moments when we step back and truly think about the work we are doing and the real world impact it could have.
Whether we are working on a medical device that is safer, easier to use and less expensive so more patients have access to a more efficacious treatment, or we are working on a truly novel product that could revolutionize the industry, the methodology we choose, the insight we gather and the results we communicate can have a significant impact on our client’s business and, potentially, the world.