In2ition was founded by Susan Kimmel and Beth Larson in 2006. While many market research suppliers learn the market research craft through trial and error, in2ition's founders have a strong academic foundation in the art and science of market research. In addition to their solid market research science training, Beth and Susan partner with a team that has extensive technical knowledge and industry experience, including positions in medical device sales and clinical support, upstream and downstream marketing, and healthcare economics.
Susan is one of the founding partners of in2ition and has more than 20 years market research experience. She provides quantitative and qualitative market research services and consulting, primarily for the medical device industry. Susan has extensive expertise with cardiovascular devices which includes over fifteen years of experience in Cardiac Rhythm Management. Within CRM, Susan has managed projects across many different product lines including ICDs, CRT-Ds, pacemakers, leads (including LV leads), S-ICDs, remote monitoring systems, insertable cardiac monitors, wearable defibrillators, and ablation catheters. She has conducted numerous upstream and downstream market research studies in areas such as unmet needs research, new technology assessment, concept testing, positioning and message testing, ad concept testing and tracking research.
Before in2ition, Susan spent five years at Boston Scientific CRM (formerly Guidant). There, she developed the Market Research function within the Cardiac Rhythm Management division and managed a team of market researchers. Over the course of her tenure, she led research studies to support decision making in corporate strategy and marketing. In addition, Susan also acted as an internal market research consultant and supported a wide range of functional groups across the CRM organization (R&D, reliability, human resources, corporate communications, clinicals) and other divisions.
Prior to Guidant, Susan spent five years working in marketing research in the area of strategic communications and public relations. In her role as Knowledge Development Director at Burson-Marsteller, she spearheaded several pieces of proprietary research and provided market research consulting to Burson Fortune 100 clients in the pharmaceutical, financial services, consumer package goods and professional services industries. Susan also worked for Research International and KRC Research, two market research supply firms. In these positions, she designed, executed and presented quantitative and qualitative strategic communications research for clients.
Susan holds a Ph.D. in international marketing from the University of Michigan and a bachelor's of business from the University of Minnesota.
Beth is one of the founding partners of in2ition and has over eighteen years of market research experience. She provides quantitative and qualitative market research services and consulting for the medical device industry. Since founding in2ition thirteen years ago, she has led more than four hundred projects to support decision making in corporate strategy and marketing. Projects included concept and message testing, market assessment, pricing, discrete choice, attitudes and usage studies, customer satisfaction, brand loyalty and corporate reputation tracking studies. Beth has extensive experience in cardiac rhythm management, cardiac ablation, mapping and navigation systems, lead extraction, coronary and peripheral intervention, radioembolization and other areas such as contrast delivery products for radiology and cardiology.
Before founding in2ition, Beth spent five years working in the medical device industry. As a Senior Market Research Analyst at Boston Scientific (formerly Guidant), Beth managed research projects by selecting suppliers, designing study methodologies, and overseeing data collection and analysis to develop and guide customer strategy. Beth helped develop the Market Research function within the Cardiac Rhythm Management division.
Beth also spent year two years in Customer Strategy where she analyzed market trends and customer needs to implement a new strategy for targeted product launches across all therapy areas. Beth also spent two years in Product Marketing where she helped execute a quarterly sales leadership meeting, launched new products and analyzed sales and market data to develop and implement strategy.
Beth holds a Market Research MBA from the University of Wisconsin Madison, which includes both the general MBA business curriculum and the AC Nielsen Center market research curriculum. Beth also holds a Bachelor of Business Administration degree in Marketing from the University of Wisconsin-Eau Claire.
Becca brings twenty years of experience in the medical industry through a combination of roles in marketing, market research, product design and development, and field work. Since partnering with in2ition in 2010, Becca has been closely involved in more than 300 projects, taking leading roles in writing discussion guides and surveys, interviewing physicians, analyzing data, and synthesizing findings into actionable reports.
Before joining forces with in2ition Becca spent six years working in the medical device industry for Guidant Corporation. There she led efforts in all phases of the product life cycle including developing product concepts, testing product designs with customers, naming new products, organizing and facilitating physician and allied health professional advisory boards and focus groups, developing and testing messaging, segmenting and targeting customers, creating and implementing launch strategies, writing training materials for sales reps, developing marketing materials and sales aids, and measuring and tracking perceptions of products and brands post-launch. Many of these projects fell under her role as a senior product manager for the development of a $100 million new ICD and CRT-D platform. Becca also spent a year working in the field directly with physicians as part of the sales and clinical support team.
Becca holds a dual Masters of Business Administration/Masters of Management degree from the Kellogg School of Management at Northwestern University with a focus on the pharmaceutical, bio-tech, and medical device industries. She also earned a BA in Economics with high honors from Carleton College.
Erica has been working in the medical device industry since 2003. Upon graduation from the University of Minnesota, she accepted a position working in marketing at Guidant Corporation in the cardiac rhythm management division. She gained experience in market research while part of the market planning and research team, leading a tracker study to monitor the company’s position in the market. After 2 years, Erica made the challenging and rewarding transition into field sales with Guidant/Boston Scientific. She enjoyed working directly with physicians and patients, gaining a first-hand understanding of how CRM devices function and are perceived. During her 9 years in the field, Erica took part in more than 1000 CRM cases, including S-ICDs. She established herself as one of the top clinical reps in the nation, earning her IBHRE (formerly NASPE) certification in cardiac pacing and defibrillation and was recognized with multiple clinical awards.
Since joining the in2ition team, Erica has been closely involved in more than 150 projects, taking leading roles in testing surveys, analyzing data, and synthesizing findings into actionable reports.
Melissa brings fourteen years of marketing experience in the medical industry, spanning cardiac rhythm management, structural heart and value-based healthcare at Guidant, Boston Scientific, and Medtronic.
Melissa held various marketing roles in her thirteen-year career at Guidant/Boston Scientific including five years on the WATCHMAN marketing team where she supported the introduction of the therapy to the U.S. market, focusing on the creation of all clinical messaging and customer-facing clinical marketing materials for EPs, ICs, and referring cardiologists. Melissa also led the creation of the strategy to expand the WM market to stroke neurologists, including leading the market research underpinning these efforts. She was recognized with two Marketing Excellence Awards in this role.
In her role as Principal Market Access Manager at Medtronic she managed the two largest Value-Based Healthcare (VBHC) programs within Medtronic. She was responsible for marketing strategy and execution, sales education/support, as well as program analytics and reporting for her programs. She also drove cross-functional engagement and strategic program alignment for VBHC across the larger CVG division. Her other roles have included Sales Communications Specialist, where she actively provided input and direction regarding comprehensive communication plans for all product and scientific study launches at Guidant, and Competitive Marketing, where she focused on creating and executing marketing strategies to change market perception via field training, product launch input and focused marketing campaigns and materials.
Melissa has B.S. in Business Administration from Winona State University.
Melissa has been in the medical device industry since 2001. At Guidant and Boston Scientific, she led the overall launch and commercialization of Guidant’s first wireless cardiac resynchronization device. In addition to downstream marketing, she collaborated with engineering teams to identify product enhancements and finalize overall product design for launch. Her other roles included two years as a field clinical representative working directly with physician and patients, as well managing a team in LATITUDE Patient Management operations. At in2ition, Melissa has interviewed physicians, analyzed data and synthesized findings into actionable reports for several medical device projects. Prior to her work in the medical device industry, she was a consultant for Arthur D. Little and Kendall Strategies (healthcare) and also worked in clinical trial management at Dana-Farber Cancer Institute.
Melissa has a B.A. in Economics from Wellesley College and an MBA from Washington University in St. Louis.
Emily Bremner Forbes has worked in healthcare for more than 15 years, largely within the cardiovascular space for the medical device industry (including CRM and electrophysiology, peripheral interventions and structural heart). Most of her time has been spent in marketing, where her roles have ranged from medical education and new product planning to health economics, market access and reimbursement. Much of this work has been heavily research-based, and Emily has been responsible for either helping design surveys and field guides for qualitative research or conducting it with one-on-one interviews or facilitating focus groups or advisory boards. When partnering with in2ition, Emily focuses on conducting all aspects of qualitative research. Prior to her work in the device industry, Emily was a strategy consultant, primarily to healthcare providers, working on a variety of strategic initiatives for hospitals and hospital systems. She began her career in social science research, consulting and conducting qualitative research evaluating welfare reform.
Emily has an MBA from the School of Management at Yale University and a BA in Sociology with general and departmental honors from the University of Chicago.