In the Life of Chetna Bansal

Associate Partner, Marketing Strategies

Overview

As an Associate Partner at Rosetta, Chetna works in the Healthcare Vertical, leveraging her in-depth knowledge of segmentation by leading projects across a wide range of therapeutic categories for physicians and patients, not only to understand the treatment choice, but to also ensure the insights are actionable.  She also manages Career Development & Training on the Strategies side―she is passionate about helping everyone grow and purse their goals (within Rosetta as well as beyond), as evidenced by her mentorship of staff over the past seven years. 
 

One of my recent projects was identifying which physicians to target for a drug that was expected to receive FDA approval within the year.  I was responsible for leading my team, meeting key milestones, managing the day-to-day interactions with our client and presenting at all client meetings.  Whenever a segmentation project is initiated there are a lot of challenges to work through: determining the population, defining the objective function (in this case, identifying physicians who adopt this product at launch, but even more, it was understanding why they would be the first to adopt, as well as why the late adopters procrastinate), identifying all the dimensions that could potentially influence a physician's decision to treat (the mechanism of action, the safety profile, method of administration preferences, wanting to be an early adopter vs a follower, etc), and ultimately developing a solution that would not only provide unique segment profiles but also have actionable marketing levers the brand could execute against at launch.

The best part after any segmentation is seeing it come to life and watching it be integrated into the brand's marketing plan.  In order to help with the launch of this drug, we taped physician interviews and developed short video clips that would highlight the key beliefs each segment had.  We shared these videos during the Sales Training and we heard from various sales reps how they believed these insights would provide them with a better understanding of their physicians, help them do their job better, and bring in more revenue!  

On a personal level, I really enjoy working in the Healthcare Vertical. I find it challenging to learn about new conditions or diseases and I find it exciting that the marketplace can suddenly change due to the introduction of a blockbuster drug.  However, what is most significant to me are the people at Rosetta.  I was one of the early members of the firm and I have been here for over 7 years.  It's satisfying to work in a place where everyone is motivated to ensure our clients succeed while having fun at the same time!