Recruiting 16 Life Sciences Marketing Leaders for a MarTech Study

The Brief 

A marketing technology company wanted to understand how senior marketers at pharmaceutical and medical technology organizations evaluate and purchase marketing tools, focusing on professionals working across four distinct audience functions: healthcare providers, direct-to-consumer, commercial, and omnichannel. The study required roughly equal representation across all four segments, which meant sourcing wasn’t simply about finding qualified marketers but about maintaining deliberate balance across very different marketing disciplines. 

Defining Who Actually Qualified 

VP and Director-level marketing roles are common in large life sciences organizations, but the study required participants who could speak to how their organization purchases marketing technology, not just how they use it. That purchasing involvement requirement eliminated a significant portion of otherwise eligible candidates, since many senior marketers operate within budgets and vendor relationships already set above them. Participants also had to have direct involvement in event marketing or planning, narrowing the field further and requiring careful screening to distinguish genuine involvement from peripheral awareness. 

Sourcing Across Segments and Geographies 

Priority organizations were pharmaceutical and medical technology companies with at least 1,000 employees, with medical groups and hospitals treated as secondary targets. North America and Europe were both in scope, and the four-segment quota meant geographic sourcing had to be coordinated carefully to prevent any single marketing function from dominating the final sample. Each candidate’s role, organization type, company size, and purchasing involvement was verified individually before confirmation. 

• 16 experts recruited across 4 marketing segments  
• Dual priority between pharma/medtech and hospital/medical group organizations  
• Purchasing involvement validated for every participant