Ken Ribotsky

President & CEO

Leading his pharmaceutical marketing firms for almost 30 years has given Ken an unparalleled understanding of the business—and a brain that’s wired for superlative strategic thinking. For Ken, it’s always a matter of ensuring that the strategy is as creative as the creative is strategic. For clients, it’s what transforms something from mere product to coveted brand. For everyone, it’s a symbiotic process that is highly energizing, filled with fun, and mutually rewarding.

Ken’s market-moving ideas succeed where others fail because of his innate ability—enhanced by an MA in psychology—to influence and change the behavior of physicians and their patients. Watching hundreds of market research interviews over the years, Ken recognized early on that physicians don’t always prescribe one drug over another based on efficacy, particularly when comparative data aren’t very compelling. Physicians are humans, too, and they make their decisions based on many factors, some of which are rational, while others are emotional or even irrational.

Ken’s expertise is not just knowing what makes healthcare professionals tick, but motivating them to change or take action. His examination of the emotional and intellectual factors that play a role in these decision-making processes provides critical insights that often lead to brand opportunities.

Ken truly understands the environment that his clients work in, and he helps them navigate corporate waters and deliver what they need to grow their brands. Many of the clients he has worked with have involved his teams in all aspects of their brands. Understanding that successful companies are built upon relationship-driven engagement, he encourages very cohesive, organic partnerships with clients.

Whether he’s strategizing with clients behind a mirror in a market research center, raising sales representatives’ spirits at a launch meeting, or sharing his unique insights with marketers worldwide in publications like Med Ad News, PharmaVOICE, and PM360; Ken is always fully engaged, bringing his own brand of “bestness” to all areas of his hectic but satisfying life. When he isn’t helping clients go further and higher, he enjoys the thrill of amusement park roller coasters.