Gill Whitehead

BSc, PGCE, MBA, MCIM, MMRS

Gill has had substantial experience in the healthcare sector having carried out many projects for both the public and private healthcare sectors over the past 25 years with a high level of client satisfaction. Her career includes particular experience in the pharmaceutical industry having worked in sales, marketing, regulatory affairs and training.

Gill specialises in the creative use of marketing information and analysis to support effective marketing decision making and the achievement of organisation and business goals.

Her clients are mostly service providers or organisations for which service provision is a substantial business element. Gill has worked with both public and private organisations chiefly but not exclusively from the Healthcare sector.

Gill uses a flexible framework of techniques and tools applied appropriately to address particular needs having listened carefully to the requirements of clients.

Services

  • In-depth feasibility studies to reduce the risk associated with new introductions and expansion plans.
  • Customer/stakeholder satisfaction reviews (using our own tool CuSat®) to:
    • assist customer satisfaction and retention
    • identify new marketing opportunities
    • enlarge customer base
    • investigate customer issues.
  • Providing information to support:
    • effective marketing decisions
    • the evaluation of market potential and demand
    • product development decisions
    • the introduction of new products.
  • Competitor reviews to support effective competitive strategy.
  • Identifying new opportunities for marketing and sales.

Recent Projects

  • DSU, NHS Wales: Qualitative research project involving research with General Practitioners and Clinical Directors investigating attitudes, perceptions and concerns.
  • Moorfields Eye Hospital:
    • Research and recommendations on improving uptake of the service
    • An assessment of the potential for expansion with recommendations involving research with patients with respect to a particular service.
  • St Richards Hospital Chichester: Marketing research looking at attitudes and perceptions of GPs.
  • Royal Orthopaedic Hospital Birmingham:
    • Customer satisfaction research and associated recommendations
    • Patient research and assessment of patient-transfer process and outcomes with recommendations.
  • Birmingham and Black Country Strategic Health Authority: Assessment of the Patient Choice Programme (Orthopaedics) - patient research and recommendations.
  • Medical Devices Agency:
    • Five projects involving marketing research with primary and secondary healthcare personnel and marketing strategy recommendation for the MDA (now MHRA)
    • Product launch-feasibility and launch strategy
    • Several customer satisfaction surveys with recommendations as part of a continuous improvement plan in different departments and for use in annual reports.
  • Guerbet Laboratories: Marketing research with recommendations involving Radiographers and Radiologists in the NHS to support strategy development in the radiology market.
  • IMS Health:
    • Many in depth interviews with NHS consultants and opinion leaders for IMS Health
    • Internal customer process review to assess how well internal processes supported service delivery and ultimately impacted on customer satisfaction.
  • Priory Healthcare: Four feasibility studies to support unit development plans.
  • E-Z-Em (UK): Recommendations on marketing and sales strategy for radiology products in the hospital sector.
  • The London Clinic: Image research project with medical Consultant user and potential users.
  • COPE: Marketing strategy and plan with associated marketing audit to support growth plans for a company offering physiotherapy and ergonomic consultancy and services.
  • ICAS: Marketing audit with marketing and sales strategy recommendations for the re-launch of a service offering Employee Assistance Programmes (EAP) and counselling services.
  • Marketing and business reviews for smaller businesses:
    • Dentists
    • Laser clinic
    • Retail optometrists
    • Medical products company
    • Organisation offering holistic therapy.

Academic Projects

  • Strategic options for the Residential Care and Nursing Home industry. This involved an in depth regional analysis of price, supply and demand and an assessment of the major factors likely to influence the market. (MBA project)
  • An assessment of the implications of the formation of a single European market for the Pharmaceutical Industry. This involved a structural analysis of the market and the identification of changes likely to affect the industry. (MBA dissertation).


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