Our People
Eric Paquette His pharmaceutical marketing work includes engagements with such industry leaders as Boehringer Ingelheim, Pfizer, Tap, and Wyeth on prescription and OTC brands. He has led the development of both physician and consumer marketing strategies for brands at all phases of product life —from new launches to those nearing patent expiration. He has also helped clients develop consistent marketing strategy processes to be employed across the company's portfolio of brands for the entire product lifecycle. Other pharmaceutical marketing work includes major research initiatives such as physician segmentation; patient flow and buying process analysis to help guide targeting; positioning/messaging development; and sales force allocation. He has directed patient segmentation and patient flow research to guide targeting, positioning, and messaging strategies aimed at consumers. Eric has also conducted DTC campaign forecasts which have provided everything from an initial feasibility assessment of a DTC campaign to detailed projections based on actual advertisements and media plans. He has also led "Awareness, Trial, and Usage" assignments to evaluate the effectiveness of past physician and consumer marketing efforts. Eric is also our new product marketing expert, helping clients to develop winning targeting, positioning, and pricing strategies, identify profitable concepts, and carefully track performance. He has extensive experience using advanced trade-off analysis methodologies such as choice modeling and conjoint analysis to help launch new products and services or re-define existing products and services. He regularly applies his deep knowledge of market segmentation when conducting new product marketing research. He has led major new product marketing, pricing, and other strategy engagements outside of the pharmaceutical industry for a variety of firms including Dunkin Donuts, Church & Dwight, American Greetings, Outback Steakhouse, IBM, the Alzheimer's Association and the NFL. Notably, his new product marketing work for Dunkin Donuts resulted in successful new store prototypes described in recent Boston Globe, "Dunkin Plots National Push," and Time Magazine, "Brand New Buzz," articles. Prior to joining Copernicus, Eric was a senior associate with Cambridge Systematics where he worked in the marketing research and energy groups for close to 8 years. He has given talks on new product marketing research approaches, market segmentation, positioning, and industry-specific issues to a variety of companies and organizations. He holds a Bachelor of Arts in Mathematics from Middlebury College, and a Masters of Science Degree in Operations Research and Statistics from Rensselaer Polytechnic Institute. Eric has several areas of expertise including:
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