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Promedica and Rosa Market Modeling Forge Strategic Alliance

Burlingame and San Carlos, CA. April 11, 2011. Promedica, Inc. and Rosa & Co. announced today the formation of a strategic alliance that will provide healthcare companies with a full suite of advanced market research and planning tools.

The alliance combines Promedica’s award-winning primary marketing research expertise in new product planning for biotech, pharmaceutical, and diagnostic companies with Rosa’s innovative, customized approach to conjoint analysis and market modeling. Rosa’s unique approach has shaped novel healthcare markets in areas such as HIV/AIDS and genomic diagnostics, among others.

While Promedica and Rosa will each continue to offer its full spectrum of marketing research services, the alliance creates a powerful new capability for clients. “Our new offering is designed to meet the demands of a market planning process that is more complex than ever before,” explains Promedica President, Joan R. Day. “Rosa’s sophisticated analytic tools meet that demand. We can now provide our clients with a premier conjoint research and market modeling offering, and the chance to work with leading experts in that field.” Promedica Executive Vice President, Susan Rowen, points out that, “The alliance will benefit clients by adding best-in-class conjoint and market modeling techniques to Promedica’s broad base of market research services.”

One of the fundamental strengths and hallmarks of the new offering is a customized approach based on deep industry experience. According to Ron Beaver, founder, chairman, and CEO of Rosa, “Rosa’s survey designs and market analyses are customized to deliver meaningful, actionable results. We do not force-fit our clients’ issues into predetermined methods or off-the-shelf tools.” He adds, “In our new alliance, we take this concept even further by integrating Promedica’s robust qualitative and quantitative methods with our analyses, for even deeper insight.”
Other unique features of the new offering from Promedica and Rosa are project leadership by the companies’ principals and senior-level consultants; close collaboration with client teams and internal stakeholders; and a flexible, user-friendly, Excel-based Market Model that simulates a wide variety of product adoption scenarios in a dynamic, competitive context.

Both companies believe that the ever-increasing complexities of market planning in healthcare require research professionals who, as a single team, can bring the best of scientific rigor, industry experience, and marketing research know-how to the table. Says Day, “At the heart of this alliance is a research perspective gained in more than a century of combined experience and a proven ability to understand and deliver on our clients’ informational needs. Above all, we share a commitment to engage with our clients as true thought partners and add value to their decision-making process.” Concludes Beaver, “When you put Promedica’s services together with ours, you get a comprehensive market planning offering with unmatched capabilities across the board.”


Founded in 1984, and based in Burlingame, CA, Promedica, Inc. (www.promedicainc.com) is a full-service primary marketing research agency focused on the healthcare industry, both in the U.S. and in key international markets. The company's clients range from start-ups to members of the Fortune 500. Its specialty is new product planning for biotech and pharmaceutical companies, with an emphasis on the strategic and tactical marketing issues that impact the successful launch of new products and ongoing lifecycle management. Prior to co-founding Promedica, Joan R. Day was director of marketing research at Searle Pharmaceuticals (now Pfizer). Co-founder Susan R. Rowen was manager of the Marketing Research Group for the Critical Care Division of American Hospital Supply Corporation.

For nearly 10 years, the Market Modeling practice of Rosa & Co., LLC (www.rosamarketmodeling.com), based in San Carlos, CA and Seattle, WA, has been constructing and analyzing sophisticated, conjoint-style studies to provide healthcare firms with actionable insights into complex dynamic markets. Rosa's team of Ph.D. engineers and master statisticians bring decades of combined experience in complex high-technology, consumer, and healthcare markets and are trusted consultants to biopharmaceutical and diagnostic companies. Prior to co-founding Rosa & Co., Ron Beaver, Ph.D. worked with a global pharmaceutical firm to structure an open-source drug development group and was a co-founder of Pharsight Corporation's worldwide consulting services. Dr. Beaver began his consulting career at Strategic Decisions Group, after earning his Ph.D. in management science & engineering at Stanford University.

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