Steve Petitt

Vice PresidentMarketing Research & Analytics

Steve has over 25+ years of experience that spans across various industries, products and services, and customer-types. Steve has a vast level of expertise in all phases of marketing research, strategic planning, and with all relevant multivariate methodologies that can be used to provide solutions to a myriad of business issues. He was Director, Marketing Research & New Business Analysis at Schering-Plough. He was responsible for all primary and secondary research areas that supported the CV, Respiratory, Dermatology, and Managed Care marketplaces for the organization. He was responsible for leading New Product & Business Development research for such areas as Respiratory, Cardiovascular, Pain, among others. Early in his career at Schering-Plough, Steve established and led the Managed Care Market Research function for the company.

Steve also led the Claritin brand as Sr. Brand Manager for all DTC customer relationship-marketing activities for the product. He was part of the Team that helped the brand achieve the prestigious pharmaceutical “Brand of the Year” award in 1998. Steve elevated the direct marketing program into a comprehensive customer relationship management (CRM) strategy for the brand. The result was greater compliance and customer loyalty to the Claritin brand. The CRM strategy was the first Claritin marketing program that was measurable and proven successful via state-of-the-art ROI models.

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Steve was also Associate Director of Market Intelligence for Ethicon, a Johnson & Johnson company. He led two major company initiatives: Product Forecasting and Customer Satisfaction Measurement & Tracking. His accomplishments in the Customer Satisfaction arena were recognized in the best selling business book entitled “Managing Customer Value” by Brad Gale. The Customer Satisfaction approach was nationally recognized and formally acknowledged as a “Best Practice” across the Johnson & Johnson family of companies. Steve enhanced the forecasting function at Ethicon by championing and establishing procedures and methods that used advanced statistical techniques, database tools, and info systems. This enhanced process was instrumental in generating timely forecasts and in dynamically integrating data input and output results across multiple business departments.

In addition, Steve has first-hand experience in other health care markets – serving as Senior Manager of Strategic Development & Marketing and reporting to the CEO at a major NJ hospital & health system. Earlier in his career, Steve was responsible for all marketing research activities at Siemens Medical Systems. While there he established a solid foundation of designing and deploying a number of advanced marketing research approaches that were used to devise and price high tech/multi-million dollar products used in marketing CV, oncology, and general diagnostic imaging and treatment systems.

Steve also has first-hand marketing and marketing research experience in the telecommunications and direct-to-consumer products industries. He was responsible for devising and measuring marketing programs that led to growing various product lines to new sales levels. He was responsible for a major international online news and information service. In this position, he led the development of a unique segmentation strategy that profiled how consumers utilized various news and information categories with the online information service. The strategy led to an advanced target-marketing program and customized messaging platform which were tailored to the customers’ native language. The result: The online info product line grew and set new usage levels within one year.

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