Ladd Research Group is a qualitative marketing research and strategy consulting firm specialized in healthcare. They have over 30 years of combined experience in product marketing, sales, advertising, and qualitative research. Their team of experts provides strategic insights and solutions to help clients make critical business decisions.

1. INSIGHTS AND STRATEGIES FOR HEALTHCARE MARKETING
Ladd Research Group
is a qualitative marketing research
and strategy consulting company
specialized in healthcare marketing,
including pharmaceuticals and
medical devices.
Our mission is our commitment:
To provide our clients with the
highest quality insights and information
they need to make critical
business decisions.
Cheryl Ladd
President
■ 11 years healthcare market
research experience.
p
■ 9 years healthcare product/brand
marketing experience.
Amy Winstel
■ “Expert” level certification from
Qualitative Research
the MRA.
Consultant
■ MBA from Kellogg Graduate
School of Management. ■ 20+ years of business experience
including 15 years in the
pharmaceutical and medical device
Carla Essen industries.
i d ti
Qualitative Research ■ Unique ability to engage a broad
spectrum of medical personnel and
Consultant
consumers.
■ 10+ years of business
■ Co-Chair of the local QRCA chapter.
experience including 4 in
pharmaceutical sales and 4 in ■ Significant experience in CNS and
marketing. cardiology.
■ Strengths include ability to build ■ MBA in marketing from University of
relationships and gain credibility Cincinnati.
Cincinnati
with physicians, and excellent
Sally Lund
listening skills.
■ Significant experience in urology, Qualitative Research
allergy and ENT. Consultant
■ BS in Communications from
Miami University. ■ 20+ years of experience in qualitative
healthcare marketing research.
■ Has conducted numerous training
courses on qualitative market
research methodology for
organizations and clients.
Nicole Eckert ■ Experience with projective
techniques, ideation sessions and
Project Manager
healthcare ethnography.
■ Significant experience in diabetes,
■ Entrepreneur-owned and operated 2 oncology and in managed care.
businesses.
businesses ■ MSW in Social Work from University
i S i lW kf Ui it
■ Manages all behind-the-scenes efforts of Cincinnati.
on each project. Available “24/7” to
respond to client needs. T: 513.233.9780
■ Bachelors degree in Advertising from F: 513.233.9781
Kent State University. E: info@laddresearchgroup.com

2. Solving the 3D Puzzle Cube Challenge
Our approach to a market research project is like the approach to solving a
3D puzzle cube. Think of the sides of the cube as the various factors
impacting the success of your business (these could be the various
stakeholders; they could be the product profile, the competition, FDA
restrictions…). We understand that each question asked, each strategy
developed cannot be done in a vacuum. The influence that each factor has
on the other factors must also be considered - much like each turn of the
cube impacts every side of the cube. Without that understanding there is
little likelihood of aligning all factors for an ideal solution.
Our core competencies give us that big picture perspective, and our
dedicated team of professionals has the strategic capabilities that enable us
to develop the right approach to address your business challenges.
“Ladd Research Group is a top-notch vendor whose
unique set of skills makes their services invaluable to
q
our organization. Their strong industry knowledge
“You did a great job
allows them to hit the ground running on every project
and we learned more
and their qualitative expertise means we get a high
than we thought we
quality research result every time.”
would with this project.
- Boston Scientific
Others are also raving
about you and your
work, how quickly you
got up to speed on the
complexity of the
project and how
cognizant of the bigger
“When you are doing qualitative
picture you are, as well
research, you spend a lot of time with
as your openness to
the person you hire—and although
changes in direction.”
you want expertise, it’s also important
- Bayer Healthcare
you like working with that
person. Ladd Research Group is first
and foremost professional but they
are also personable, which makes
working them all the more enjoyable.”
-Sage Springs Partners
“Thank you for the extremely tight turn-around,
your flexibility in being available to walk us through
this and your thoroughness in knowing the
research and acting as a true partner throughout
“I have seen many one on ones but the process.”
between your knowledge of the industry - Wyeth Pharmaceuticals
and your perceptiveness about what we
are looking for, you were able to probe in
just the right places. I was very
impressed.”
- Smith & Nephew
T: 513.233.9780
F: 513.233.9781
E: info@laddresearchgroup.com

3. Strategic Imperatives
Our 6 Strategic Imperatives encompass our core competencies and our values values.
Combined, these are the essence of everything we do. And much like completing a
3D puzzle cube, all 6 imperatives are required to ensure a successful outcome.
Focus
■ W d one thi and we excel at it –
We do thing d lt
qualitative healthcare market
research.
Team Approach
■ We are able to engage with physicians
and other respondents at a ■ We believe that two heads are better
professional level. than one so we work in QualTeams.
■ Our strong industry knowledge ■ Your dedicated QualTeam is personally
enables us to hit the ground running
g g involved in every aspect of the project.
project
on every project.
■ And, (not that we’re biased but….) we
are the kind of people you want on your
team.
Experience
■ We have a breadth and depth of
experience that extends well beyond
Commitment
marketing research.
■ We are committed to getting the
■ Combined 30+ years of experience:
answers you need.
■ Product/brand marketing
■ We don’t stop with implementation –
■ Sales
we make a commitment to get
■ Advertising involved, participate, and earn a
place on your team.
■ Other vendors may be able to tell you what
the respondent said, we know the key is ■ And most importantly, we are
telling you what that means to you committed to our core values:
business.
■ Authenticity, Excellence,
Integrity, Leadership,
Growth.
Customization
Giving
■ No two projects are alike – we develop
the right plan for each project. ■ Supporting philanthropic endeavors is
just one way in which we live our core
■ Our style of interviewing is adaptable –
values.
we can be as creative or technical as
the project requires. ■ Each year we are proud to dedicate
financial resources, energy and
■ We offer the flexibility and turn-around
enthusiasm to serving our community.
time that other firms cannot provide.
■ Mentoring, Volunteering, Philanthropy,
Ladd Research Group Scholarship
T: 513.233.9780
F: 513.233.9781
E: info@laddresearchgroup.com

4. Pharmaceuticals Medical Devices Diagnostics Biotech
OTC Managed Care Hospitals Home Health Pharmacies
Physicians
■ Anesthesiology
■ Cardiology
Patients
■ Cardiovascular Surgery
4 P’s ■ CNS
Payers
■ Dermatology
■ Endocrinology
Providers
■ Gastroenterology
■ Gynecology
■ Immunology
■ Interventional Radiology
In the past 10 years, Ladd Research Group has
■ Nephrology
conducted over 4000 focus groups and individual
■ Neurology
interviews in a variety of therapeutic categories
■ Neurosurgery
across a broad spectrum of industry segments,
with multiple respondent groups. ■ Oncology
■ Orthopedics
We have the experience and understanding to get ■ Pain Management
g
key insights that will help you make decisions, ■ Spine
develop strategies and successfully move your
■ Surgery
product through each stage in its lifecycle.
■ Transplant Surgery
■ Urology
We use both time-honored effective techniques
■ Vascular Surgery
which result in actionable findings, (e.g., laddering
………and many more
and war gaming) as well as techniques developed
for each client’s individual business issues
client s issues..
■ Needs Identification ■ Positioning ■ Message Testing ■ Rx to OTC Switch
■ Clinical Research ■ Qualitative Market ■ Ad Concepts ■ New Formulations
Design Segmentation ■ Logo Development ■ New Indications
■ New Product ■ Competitive ■ Packaging Design ■ New Data
Evaluation Assessment ■ Sales Material ■ Repositioning
■ KOL Round Tables ■ Brainstorming/ Testing ■ Sales Force
Ideation ■ Website Usability Feedback
T: 513.233.9780
F: 513.233.9781
E: info@laddresearchgroup.com