Barbara Ketchum Email & Phone Number

Southern California

Built and managed independent successful marketing research company, serving national and international medical marketing research firms.Completed hundreds of qualitative and quantitative projects on time within budget, including in-depth interviews on needs, usage studies, concept testing for new drugs and medical devices, advertising concept testing, and drug naming studies.Established excellent working relationship with over 800 Greater Los Angeles Area physicians, nurses, and other health care professionals in a wide range of specialties, from primary care to transplantation surgery.Developed and implemented discussion guides, evaluation materials, surveys, and analysis tools for use in focus groups to test business-to-business direct marketing materials. Collaborated on final reports to clients, analyzing data, reporting findings and developing recommendations for successful marketing campaigns and product development.Participated in SWOT analysis sessions and development of strategic marketing strategies for technology companies.Conducted end-user usability testing sessions for the website of a large healthcare insurance provider and integrated findings into recommendations to client.Moderated focus groups and performed in-depth interviews regarding educational software with children and parents contributing to development of targeted strategy. Completed competitive analysis from industry publications and customer interviews for new vending machine concept.

Independent consultant managing qualitative and quantitative projects including in-depth interviews on needs, usage studies, concept testing for new pharmaceutical drugs and medical devices, advertising concept testing, and drug naming studies. Established excellent working relationship withover 800 physicians and other health care providers.

Qualitative market research studies, focus group moderation, analysis and reporting. Clients in transportation, pharmaceutical, health and beauty, beverage industries.

Managed metropolitan territory, selling end-user computing and computer programming books to Information Technology departments of Fortune 500 companiesCoordinated participation in local trade shows creating a strong presence against the competitionIBM Sales and Marketing

Sold financial and clinical applications to a six-hospital, 4,300 bed healthcare provider, resulting in $64 million revenue and significant bonus.Streamlined the information systems hardware selection and ordering process for multi-phase, multi-site implementation, improving subcontractor relationships and customer satisfaction.Sold and implemented a $500,000 signature retrieval image solution to Los Angeles County resulting in customer savings and elimination of 200 temporary peak load positions.Achieved sales objectives, as team member, with municipal customer, producing a 9% revenue increase over each of five years.

Mba

Bs, Early Childhood Education

Direct Marketing School, course offered by Direct Marketing Club of Los Angeles