Suellen Kauffman Blackwood, M.B.A.
Senior Group Director
(Health & Life Sciences)
Suellen is a Senior Group Director with NAXION, specializing in pharmaceutical and healthcare products and services. Trained in business administration and marketing as well as basic science, her experience in marketing and marketing research encompasses a variety of business challenges in several industries, including pharmaceuticals, biotechnology, hospitals and group purchasing organizations, managed care organizations, medical devices and insurance.
Some of the recent assignments she has designed and managed include assessing new product and/or market potential, optimizing product portfolio strategies, forecasting market dynamics and share changes (including the creation of forecasting models that integrate physician and consumer response to a new product), developing new product positionings and messages, defining promotional strategies and their effectiveness, and producing customer segmentations based on healthcare behavior and/or attitudes. She is also experienced in modeling the impact of price changes and/or new competition on market share and revenues, "SWOT" or "Gap" analyses, and developing strategies for changing marketplaces. Consistent with that broad research agenda, she has interviewed personally and designed surveys for a wide range of respondent types, including most medical specialties, managed care decision makers, and patients.
Suellen’s assignments span a wide range of therapeutic categories, including vaccines, immunology, respiratory, cardiovascular, and infectious diseases. A skilled moderator, Suellen has conducted literally hundreds of groups and thousands of individual interviews with physicians and allied health professionals of every type, insurers, and consumers.
Suellen previously held positions in Marketing Research, Sales, and New Product Planning in the pharmaceutical industry. She has also conducted academic laboratory research in virology, immunology, and microbiology.
Suellen holds an M.B.A. from the Darden School of Graduate Business Administration at the University of Virginia. She received B.S. degrees in Zoology and Psychology from Duke University in Durham, N.C.