About Us
Debra A. Kossman, Ph.D. Senior Vice President
Debbie Kossman is a Senior Vice President in the Healthcare practice of National Analysts Worldwide with more than 25 years of experience leading a full range of marketing research assignments for pharmaceutical and biotechnology companies. By combining methodological creativity, detailed understanding of therapeutic categories, psychological insight into customer audiences, and marketing experience, she offers clients exceptional counsel from problem conceptualization and research design through development of final marketing implications.
Debbie supervises a large project staff, all of whom are proficient in both qualitative and quantitative research techniques. She oversees the design and management of projects addressing the full spectrum of marketing problems, including new product opportunity assessment; clinical trials design strategy; product positioning, forecasting, pricing, and performance tracking; customer segmentation and targeting; and communication strategies.
Debbie has devoted herself, in particular, to research on the clinical development and marketing of biotechnology products, with concentration in immunology, oncology, and virology. She works routinely with virtually every manufacturer of today's leading oncology therapeutics and supportive care products, as well as small start-up biotech companies seeking not merely market research expertise but guidance across the spectrum of new product and market development activities in the oncology arena.
In 2007 Debbie served as Chair of the Pharmaceutical Marketing Research Group's (PMRG) Program Committee with responsibility for coordinating PMRG staff and volunteer efforts in staging two national meetings of manufacturer- and consultant-side marketing research professionals. Each meeting achieved record attendance, and she received the PMRG's Circle of Excellence Award for her contributions. A past PMRG secretary, she was elected to serve as Vice President in 2009, President in 2010, and Chair the Board of Directors in 2011.
In addition to her many years as a research practitioner, Dr. Kossman has taught psychology and research methods at the University of Pennsylvania and Philadelphia College of Pharmacy and Science. She has also lectured and written on issues in pharmaceutical marketing including pricing research, the role of managed care decision-makers in product acceptance, and the implications of the changing healthcare environment on the relevance and validity of traditional marketing research techniques. Her work has appeared in professional publications such as PharmaVOICE, Medical Marketing & Media and the Council of American Survey Research Organization's (CASRO) Annual Journal. She is a regular contributor to the firm’s bio-blog, “A Day in the Life Sciences.”
Dr. Kossman received a B.A. magna cum laude with honors in Psychology from Case Western Reserve University. She holds Master's and Doctoral degrees in Psychology from the University of Pennsylvania and is currently cross-training as an oncology nurse practitioner in their School of Nursing.