Steve Petitt, Vice President, Marketing
Research & Analytics
Steve has over 20+ 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.
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.
The CNB Research Project Team
Cliff Beeson, President
Founder of CNB Research with more than 25 years of research experience. Prior
to starting CNB in 1993, Cliff was with Wyeth, Astra Zeneca, and F. Scott Kimmich & Company.
Before starting CNB, Cliff helped launch and establish two other marketing
research firms. MORE...
Steve Petitt, Vice President,
Marketing Research & Analytics
Steve has 20+ years in both the vendor and client sides of business.
His diverse professional experience on the client side spans across various
leading organizations and industries including Johnson & Johnson,
Schering-Plough, Siemens Medical, RCA, Doubleday, among others. Throughout
his career, Steve has applied his creative, analytical, and marketing
skills in several highly responsible and visible roles in marketing research,
new product development, brand management, forecasting, and customer
satisfaction. MORE...
David Bowers, Vice President
Dave brings a wealth of experience to CNB with over 30 years
of extensive healthcare experience. Dave’s background includes pharmaceutical
sales, marketing research, product management, business development,
marketing research management, and marketing management. Before joining
CNB in 1993, Dave was with Novartis, Schering-Plough, Johnson & Johnson,
and Datascope. MORE...