Kent Groves, PhD

Vice President, Strategy, Health
Kent Groves

Kent has been consulting in healthcare for more than 15 years in the areas of healthcare provider segmentation, brand channel integration, CRM, marketing analytics and direct-to-consumer. Kent is published extensively in a variety of journals including, Research in Social and Administrative Pharmacy, Formulary, the Journal of Clinical Pharmacy and Therapeutics, and the Journal of Database Marketing. Kent is recognized as an expert in the area of factors influencing physician prescribing, and was the author of the chapter on Prescribing Behavior in Social and Behavioral Aspects of Pharmaceutical Care, 2nd Edition, released in March, 2009.

Kent has worked with a number of clients in healthcare including Sanofi, Novartis, Pfizer, AstraZeneca, Genetech, Gilead, Merck, Abbvie and GSK.

Kent has a BS from the University of Guelph, an MS from the University of Saskatchewan, and a PhD in Pharmaceutical Strategy and Policy from Dalhousie University. His PhD dissertation focused on the influence of pharmaceutical marketing strategy on physician prescribing behavior, and he is currently an Adjunct/Assistant Professor — Clinical Pharmacy, James L Winkle College of Pharmacy, University of Cincinnati. Additionally, he was an Adjunct Professor, College of Pharmacy, Dalhousie University, in Halifax, Nova Scotia, was a former Professor of Marketing at Acadia University in Nova Scotia, and holds the designation of Chartered Chemist.

Kent's Articles, Blog Posts, Webinars and More

How Would You Rate Your Communications to HCPs?

How Would You Rate Your Communications to HCPs?

It is critical to move away from an ad hoc approach incorporating email into your campaign strategy, and to take a more analytic approach to the frequency, content, cadence, and targeting of your overall email communication.

The HCP is Not Your Target—It’s Time to Re-Think HCP Message Targeting and Relevance

In the world of pharmaceutical communication and marketing strategy, the majority of effort is focused on brand positioning, therapeutic objectives, communication strategy, associated tactics, engagement metrics, CTAs, campaign measurement, and overall performance.

Blog We suggest...

The New Role of the Pharma Rep and Raising the Digital Stakes

Given the rapidly evolving changes to our healthcare system, as well as the overwhelming volume of content that healthcare professionals (HCP) are faced with daily across channels, a defined HCP communication strategy at the therapeutic and brand level is more important than ever for the pharmaceutical indust
Topics: Health
Blog We suggest...

Non-Personal Promotion Is Ready to Take the Spotlight

Like the substitution for the star forward, or the lead actor in a Broadway hit, non-personal promotion (NPP) is ready to take center stage in targeted physician communications. Physicians, like consumers, have an evoked set of brands to which they refer in most situations.
Topics: Health
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2016 Is Around the Corner, Are There Gaps in Your Target Audience Strategy?

With access to physicians continuing to shrink, and pressure mounting for physicians themselves (and their associated clinics) to reduce costs and increase efficiency, it is time to really expand our focus to include one of the fastest-growing groups of professionals in the clinical space, namely nurse practi
Topics: Health
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The 4 Ps of Marketing

Many years ago, as a marketing professor teaching Introductory Marketing to the open minds of first and second-year business and commerce students, my task at hand was fairly straightforward.
Topics: Health
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Therapeutic Franchising – Is the Real Value Being Ignored?

Many of the strengths of therapeutic franchising are intuitive, but the real value in a business model based on disease state is often overlooked. Marketers must leverage what they already know in marketing to consumers and health professionals.
Topics: Health