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Peter Simpson

Vice President

Fifty-two years of business experience have taken Peter all over the globe. He has lived and worked in the US, UK and Belgium. He has operated in most of the world's major markets, including Japan, China and all of Europe with most of his career being spent in the Energy, Specialty Chemical, Pharmaceutical, Medical Device and Biotechnology areas. His experiences have included the General Manager of $50m global businesses, CFO of several companies, Strategic Planning Executive for businesses up to $2.5BN of revenue, as well as acquisitions and divestments.

He started out in the UK Coal Industry training underground leading to taking a management position in strategic planning. He was seconded to Shell to work under Pierre Wack, often called the father of modern corporate planning (https://en.wikipedia.org/wiki/Pierre_Wack). From here trained as an accountant and became a member of the Royal Institute of Cost and Management Accountants and served as CFO of two subsidiaries of Imperial Chemical Industries, the precursors to AstraZeneca, as well as spells in ICI strategic planning.

By 1983 he was in Brussels with ICI in a strategic planning role and quickly took over as Global General Manager of ICI Silicones, a loss-making business which he turned around so that it could be successfully divested. Peter was then moved to Wilmington, Delaware as a strategist and spent the next three years as a member of a small team consolidating the Beatrice Chemical $2.5bn acquisition and setting strategies for all the units.

In 1992 he became Director of Marketing at Life Technologies Inc., a global supplier to the Biotechnology and Biopharmaceutical industry and in 1995 he founded a consultancy and as part of that business was Vice President of Consulting and Market Research at Lowe Healthcare, at the time one of the world's largest medical advertising agencies.

He founded Segmedica in 2004 and continued to develop the company until it merged with Research America, Inc. in late 2020. The company’s client base included J&J, Pfizer, AZ, Medtronic, Stryker, a number of hospital groups and health plans, the CDC and the AMA, among many others.

Peter’s skills include strategic planning processes, branding issues, market segmentation and healthcare marketing and innovative market research. In over two decades of consulting with the healthcare industry he has conducted numerous research projects of all types and is an experienced interviewer and facilitator. He has been researching and developing psychology-based methodologies for medical market research for twenty-five years and has developed a number of novel techniques and processes, most notably PersonaSmart™ personality-based segments.

A frequent keynote speaker he has been in demand for both client company and public conferences.

Outside of work, Peter has maintained his love of history and is the author of a number of works, including an evolving series England the Middle Ages, with two volumes published and more on the way. He is a member of the Medieval Academy of America.

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