Tuesday, August 28, 2007

Alcon Labs’ Jack Bush to speak on a scientific approach to consumer advertising

By Pegasus News wire

FORT WORTH — The DFW chapter of the American Marketing Association is presenting a luncheon keynoted by Jack Bush, Director, Global Pharmaceutical Market Intelligence for Alcon Laboratories. The speech is entitled: "Taking a Scientific Approach to Consumer Advertising."

To address the need for measuring advertising effectiveness, Alcon utilized the established science of cognitive neurology and the technology of high-resolution electroencephalography (EEG). These technologies can directly measure brain responses to advertising video, audio and written content. This new method is quantitative, objective, and without the inherent self-reporting biases of traditional methodologies such as focus groups and survey questionnaires. The company was able to refine its TV advertising and media strategy, and also use the results to craft copy for sales brochures, their website, and other promotional tools. They were also able to get a sense of how many patients would go to their physicians to request more information.

Jack Bush

Jack Bush joined Alcon Labs, Inc. as the Director of Global Pharmaceutical Market Intelligence in 2005. Jack is a 15- year marketing intelligence professional. Previous to Alcon, he worked for Merck KGaA as their Global Head of Business Research and Analysis. He held a global team dedicated to providing primary research, secondary data analysis, competitive analysis, and forecasting. Prior to that position, he held various global and domestic positions at Glaxo-Welcome, now known as GSK, Roche, formerly known as Boehringer Mannheim and Merrill-Dow Pharmaceuticals. His career experiences also include Strategic Planning, International Marketing, and New Business Evaluation. His experience spans across the pharmaceutical and diagnostic industries.

Jack graduated from the University of Indianapolis in 1977 with a B.A. in Biochemistry. Jack also attended Indiana University’s School of Medical Technology and received a B.S. in 1978 and is registered with the American Society of Clinical Pathologists. In 1985, Jack received his Masters in Biology and Business Administration from the University of Indianapolis.

As Director, Global Pharmaceutical Market Intelligence, Jack leads a global team with the responsibility for primary market research, secondary market data analysis, competitive intelligence, forecasting and new business/product assessments.

The event is open to both members and nonmembers, but registration is required.

Source: DFW AMA

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Comments

Mike Orren Staff

This video has been busted most of the day. It isn't anymore...

1 year ago ( Link to this comment | Suggest removal )