Morris Whitcup, Ph.D.
Managing Director, Guideline

Morris S. Whitcup, Ph.D., is managing director at Guideline, specializing in the pharmaceutical and healthcare industry. Dr. Whitcup has nearly 25 years of hands-on experience in marketing research, during the course of which he estimates he has conducted or consulted on more than 4,000 studies.

Since receiving a Ph.D. in social psychology from Columbia University, Dr. Whitcup has held senior executive positions with several marketing research firms, including AHF/Macro, Guideline Research Corp., and Custom Research Inc.

Dr. Whitcup has conducted label comprehension research for successful prescription to OTC switch products, including Aleve, Lamisil AT, and Zantac 75/150. He has also conducted consumer studies submitted to FDA related to comprehension of medication dosing instructions, understanding of instructions for use of devices, risk management, and OTC product line differentiation.

Outside the pharmaceutical realm, Dr. Whitcup has extensive experience in imagery-driven product categories and financial services. His research has also been submitted to or funded by various Federal agencies, including FDA, the Federal Trade Commission, Department of Defense, National Institutes of Health, and Social Security Administration.

Contact the Author:
e-mail: mwhitcup@guideline.com
phone: 212-329-1001

Mary D’Altrui
Research Analyst, Guideline

As a senior research analyst in Guideline’s On-Demand Research Group, Mary D’Altrui specializes in the pharmaceutical, biotech, and medical device industries. She has an extensive background in healthcare market research and focuses on providing company and industry analyses, competitive intelligence, and market research. Mary also has in-depth knowledge of pharmaceutical audits, such as IMS and Scott Levin.

Following six years as a member of the Guideline Healthcare Team and before returning to Guideline, Mary joined the Pharmaceutical and Medical Products research team at McKinsey & Company, where she provided detailed analyses of the branded and generic drug markets, both domestically and internationally.

Contact the Author:
e-mail: MD’Altrui@guideline.com
phone: 212-463-6300

About Guideline Inc.

Founded in 1969, Guideline is the nation’s premier provider of customized research and analysis designed to help companies make more informed decisions about critical business issues. Guideline’s suite of research capabilities includes Custom Market Research, Strategic Intelligence, and On-Demand Research.

For more information, contact Guideline at 1-866-GUIDELINE.