TVG Marketing Model TVG Advantages News and Events Recent Articles & Presentations Our Heritage Our Team Return Home


Leadership Team

 

 

Karen Fender
President and Principal

 

Over more than 25 years, Karen has built her career in marketing market research and strategic consulting in both entrepreneurial and Fortune 500 corporations. Immediately prior to joining TVG in 2005, Karen was Managing Director of the US office of P\S\L Research, and responsible for new product development. Prior to P\S\L, she headed a Strategic Consulting Team at TargetRx.  At each of these companies she designed and managed custom and syndicated research studies for a range of major company clients, as well as managing business development.

 

Specifically, she has conducted marketing research with a broad range of target audiences in a variety of industries, including, but not limited to healthcare (both human and animal), litigation support, aesthetics and government research (e.g. public transit, transportation safety, etc.). She has experience conducting large, strategic global research projects that involved significant consulting. Karen has been a strategic member of several global product launch teams, and is called upon to speak at industry meetings.

Karen holds a B.A. from Villanova University. Her background includes Marketing and Management training as well as Preceptorships in orthopedic surgery, cardiology and electrophysiology.

 

John Krick, MBA
Vice President

 

John is Vice President and a recognized leader in qualitative marketing research. He joined TVG in 1996 and offers a solid base of experience in both qualitative and quantitative healthcare marketing research, with a particular business focus in qualitative techniques. John has conducted numerous studies utilizing TVG’s proprietary methodologies, including Iterative Positioning Process (IPPSM), Competitive Simulation WorkshopsSM and Knowledge/Attitudes/Practices (K/A/PSM) Studies. He is also a member of the faculty of the TVG Marketing Seminar Series.

 

John offers broad and deep therapeutic experience, and has conducted studies with respondents ranging from thought leaders and physicians to allied healthcare professionals and patients/consumers. His project work includes both US and global research studies.

 

John began his business career in Advertising in New York City, where he specialized in packaged goods advertising for such companies as Procter & Gamble, M&M/Mars, Nabisco Brands and Sterling Drug (to name a few).

 

He received his MBA from Columbia University in Marketing. His undergraduate degree is from Dartmouth College.

 

 

Key Staff Members

 

 

Lloyd Wohlner, PhD

Executive Director

 

Lloyd has over 25 years of experience in market research both as a client (Sanofi, Consumer Reports magazine) and as a supplier (TVG, GfK Strategic Marketing, International Communications Research).  His expertise spans healthcare, publishing, and financial services.  In terms of qualitative research, Lloyd has designed and conducted well over a thousand projects, including focus groups, in person individual interviews, and telephone interviews.  The audiences include physicians, pharmacists, nurses, patients, caregivers, consumers, magazine subscribers, and managed care executives.

 

Lloyd has designed a wide range of quantitative surveys, including awareness, trial, and usage trackers; pricing research; positioning studies; customer segmentation; and several variations on trade-off studies such as paired comparison; conjoint; and max-diff. 

 

Lloyd has conducted many segmentation studies, seeking key differences between identifiable groups among both physicians and patients.  The goal of these studies has been to identify groups of people who will be most receptive to a product or message.  Experience has shown that combining both behavioral and attitudinal measures in a segmentation analysis yields groupings that tend to remain stable over time.  This prevents the need to re-segment and revise messages repeatedly.

 

Lloyd earned a PhD in Speech Pathology from Northwestern University, and BA and MS degrees from Columbia University.

 

 

Joyce Wedemeyer
Director

 

Joyce is a Director at TVG Marketing Research & Consulting, LLC and has over twenty years of experience in the healthcare industry, conducting both primary marketing research and secondary data analytics.

She has worked on both the vendor and client side, with experience at Wyeth/Pfizer and Sanofi Aventis, and has been the recipient of the Rhône-Poulenc Rorer Marketing Excellence Award.

Joyce has extensive quantitative and qualitative marketing research experience, having spent more than a decade working for AMR, Inc. (Arlington Medical Resources, Inc.), a marketing research firm well-known in this field. She has also worked at Glickman Associates and Copeland LTD (ALMED Focus). Joyce offers significant experience in global qualitative and quantitative research, conducted among all healthcare stakeholders (KOLs, physicians, veterinarians, nurses, pharmacists, payors, consumers, medical representatives, etc.). She has conducted research in most therapeutic categories with deep concentration in the anti-infectives, cardiovascular and central nervous system markets.

Joyce’s particular areas of interest are new pharmaceutical product development, including early opportunity assessment for licensing and acquisitions and forecasting.

Joyce holds a BS from Montclair State University where she majored in marketing.

 

 

TVG's Advisory Board

 

  • Greg Blazic, CPA., Principal, Blazic & Associates Inc., Valley Forge, PA
  • David Hope, Retired Partner Stradley, Ronon, Steven and Young, Attorneys, Philadelphia, PA
  • Jim McDonough, Owner and President, Delval Equipment, West Norriton, PA

 

 

Key Associates

 

Randy Bartlett, PhD CAP® PSTAT®
Big Data Scientist/Data Miner

 

Randy is among the rising authorities on Business Analytics.  Randy designed A Practitioner’s Guide to Business Analytics to be the foremost reference on how corporations can compete on business analytics and in this era of Big Data.  He previously contributed to the Encyclopedia for Research Design.  He has 20+ years of experience in delivering BA, several years of leading analytics teams, and nine years of training: PhD & MS Department of Statistics, Texas A&M University; BS Computer Science & Statistics, Iowa State University. 

 

Randy’s first-hand experience has been derived from working at Applied Research Associates, Agency for Healthcare Quality and Research, Group DCA, Bell South, BMS, Fannie Mae, Inspire/Merck, JDA Software, National Highway Administration, PricewaterhouseCoopers, The Associates/Citigroup, United Healthcare, Wells Fargo, etc.  He has worked both sides of the desk: consulting and hiring consultants; and he has a great deal of experience reviewing projects and statistical analyses.  Randy has provided a number of novel statistical solutions in business and holds two patents for predictive modeling. 

 

Project Highlights

  • Built Infosys’ business analytics practice
  • First in pharmaceutical industry to leverage sale click-stream data to introduce novel sales force effectiveness scoring system, at AstraZeneca (AZ)
  • Earned two patents for adherence prediction models, at AZ
  • Built morbidity risk model for customer calculator, at AZ
  • Introduced customer adherence scoring based on rolling up reader customers adherence to medications, at AZ
  • Reviewed and rebuilt Fannie Mae’s Loss Forecast Model during Sarbanes-Oxley restatement
  • Built fraud detection model for accounting while at PricewaterhouseCoopers
  • Reviewed and revised Bell South permutation test calculations under Telecommunication Act of 1996—first to pass regulatory board
  • Built Wells Fargo’s first in-house origination and collection strategies for subprime auto
  • At Sears, first business-incentives experiments; built re-age and renew models
  • At Citigroup/The Associates, first change-in-balance predictive model 

 

Techniques:  Experienced in the full range of univariate and multivariate techniques, including categorical data analysis; choice; conjoint; data mining; design of experiments; discriminant; factor analysis; forecasting; high-frequency data; logistic regression; measurement error; Monte Carlo simulation; nonparametric; predictive modeling; quality control; questionnaire design; statistical sampling; segmentation; small area estimation; survival analysis; and time series.

 

Certified CAP® (INFORMS) and PSTAT® (American Statistical Association)

 

Please use this link to follow Randy's latest blog
http://goo.gl/ct4ZHV

 

Please use this link to read Randy's article "We Are Data Science"
in AMSTATNews (October 2013)
http://goo.gl/KqrRZq

 

Please use this link to read Randy's article "The Business Analytics Revolution"
which was published in Analytics Magazine (May/June 2013)
http://goo.gl/rZ7ys

 

 

 

John Yi, PhD
Quantitative Modeling Specialist

 

John’s expertise is in the area of forecasting, optimization and data mining. He is an expert in modeling complex data sets to identify patterns and signals often hidden in large data sets to advance marketing segmentation, new product forecasting accuracy, resource allocation, and strategic planning. He has over 10 years of pharmaceutical industry experience with Johnson & Johnson and Sanofi-Aventis, where he designed, developed and implemented advanced analytical models to support management decision making.

 

John received his PhD from the University of Pennsylvania, MS from the University of California at Berkeley, and BS from Rutgers University, all in the field of Operations Research. He holds a faculty position at the Haub School of Business, Saint Joseph’s University, where he trains students on the topics of quantitative methods, marketing and decision sciences, forecasting and business statistics.

 

 

Key Partners

 

  • Axiom Data Corp
  • Randy Bartlett with Blue Sigma Consulting