Sanofi

As a global marketing research co-op at Sanofi, I worked on the competitive landscape for Zaltrap, an oncology drug used in metastatic colorectal cancer.

I benchmarked Zaltrap against competitor therapies, Avastin among them, analyzed physician prescribing patterns, treatment guidelines, and market trends, and turned all of it into reports and presentations for Global Oncology Marketing leadership.

It was my first real lesson in the distance between what a product does and what people believe it does. The clinical data was not the whole story. Prescribing was shaped by habit, by guidelines, and by what a physician had seen work before. That is a research problem more than a marketing one. If your team is trying to understand why clinicians prescribe the way they do, I’d like to hear about it.