Marketing Professionals You Can Rely On

We are medical and healthcare market research consulting professionals who thrive on helping our clients solve their marketing and business challenges. Our clients rely on us as a valuable resource for a wide range of marketing research studies especially to address their most complex business problems. Like good detectives, we are driven by a strong curiosity to understand both the customers’ rational drivers of behavior as well as their underlying motivations and mindsets. Whether it is an in-depth market understanding project, user testing or a branding study, our skills, experience and critical thinking are the secrets to the success of our clients’ qualitative market research studies.

Meet the Team


Doreen Amatelli-Clark, MBA

Owner and CEO

Marketing Expert and Owner

Doreen helps marketing organizations find their way toward the path of success by assisting them in making the most effective business decisions. She is a senior market researcher and moderator with a strong qualitative and quantitative background in various industries. Doreen also possesses an exceptional skill set as a marketing/business consultant, project director, client manager, and business owner.

Having more than 25 years of experience, she has gained a unique ability to listen and think strategically to provide actionable insights for her clients’ businesses and marketing plans. She has worked with major corporations such as AT&T and Merck & Co., Inc. as well as consulting firms in marketing research and marketing and finance. Doreen is also knowledgeable in the fields of pharmaceutical, health care, IT, telecommunications, and other small businesses.

Works and Achievements

Specifically, Doreen:

  • Has directed more than 400 qualitative and quantitative marketing research projects
  • Has conducted more than 1,000 one-on-one interviews and focus groups in a variety of therapeutic areas and across every stage of the product development cycle
  • Possesses a wide range of experience with various respondent types in both the office and hospital settings, including:
    • Physicians
    • Specialists
    • Mid-Level Practitioners
    • Nurses
    • Patients
    • Caregivers
    • Pharmacists
    • Medical Administrators
    • Chief Executive Officers (CEOs)
    • Chief Marketing Officers (CMOs)
  • Has experience in various medical/disease areas, devices and diagnostics/genetic testing, and lifestyle conditions
  • Has delivered the well-received training course, Qualitative Research Moderator Training, to marketing consulting organizations and companies
  • Has an intuitive and analytical approach to anticipating and diagnosing business problems and identifying strategic market opportunities
  • Is certified in coaching interview skills and neuro-linguistic programming—an approach for modeling excellence in rapport, influence, creativity, and insightfulness through interpersonal communication
  • Has excellent writing skills to communicate actionable marketing implications derived from research findings
  • Finished her Master of Business Administration degree, bachelor’s degree in marketing, and other certifications in marketing research, executive career coaching, and neuro-linguistic programming

Therapeutic Areas

Doreen has extensive experience in the following therapeutic areas:

  • Alzheimer’s Disease
  • Antiplatelets/Anticoagulants
  • Asthma
  • Atrial Fibrillation (AF)
  • Cardiology/Cardiovascular (Coronary Artery Disease, Antihypertensive, Cholesterol Lowering)
  • Cataract Surgery/Ophthalmology
  • Chronic Obstructive Pulmonary Disease (COPD)
  • Cutaneous T-Cell Lymphoma (CTCL)
  • Depression/Anxiety
  • Dermatology
  • Diabetes (Pharmaceutical and Devices)
  • Dry Eye Disease/Ophthalmology
  • Erectile Dysfunction (ED)
  • Female Sexual Dysfunction
  • Fragile X Syndrome
  • Guarantee and Loyalty Programs
  • Gynecology/Human Papillomavirus (HPV)/Genital Warts
  • Hemophilia A and B
  • Human Immunodeficiency Virus/Acquired Immunodeficiency Syndrome (HIV/AIDS)
  • Hyperlipidemia
  • Hypertension
  • Hydrosurgical Debridement
  • Insomnia
  • Irritable Bowel Syndrome/Chronic Constipation
  • Kidney Transplant
  • Lupus
  • Multiple Sclerosis
  • Medical Devices/Injectables
  • Methicillin-Resistant Staphylococcus Aureus (MRSA)
  • Neo- and Pre-Natal Diseases and Genetic Testing
  • Nebulizers/Aerosolized Medications
  • Neuropathy (Diabetic)
  • Obesity/Weight Disorders
  • Oncology (Breast, Gastric, Lung, Colorectal, Leukemia, Prostate, Multiple Myeloma, Lymphoma, and Basal Cell Carcinoma)
  • Oncology Systems and Technologies
  • Orthopedic (Hyaluronic Acid for Knee Injections)
  • Overactive Bladder
  • Osteoporosis
  • Peyronie’s Disease
  • Plaque Psoriasis
  • Psoriatic Arthritis
  • Blood/Plasma Delivery in Emergency Services (Freeze-Dried Plasma)
  • Proton Pump Inhibitors
  • Pulmonary Arterial Hypertension/Pulmonary Hypertension
  • Parkinson’s Disease
  • Pain/Arthritis Management
  • Payor Research/Donut Hole
  • Psoriasis
  • Rheumatoid Arthritis
  • Radiotherapy Systems and Technology
  • Schizophrenia
  • Sepsis
  • Sleep Disorder/Continuous Positive Airway Pressure (CPAP)
  • Smoking Cessation
  • Testosterone Replacement Therapy
  • Urinary Incontinence
  • Vaccines (Flu)
  • Vascular Access Devices/Peripherally Inserted Central Catheter (PICC)
  • Veterinarian
  • Women’s Health (Endometriosis)
  • Wound Care

Experienced in Various Methodologies and Markets

Doreen has conducted face-to-face and phone interviews. She is also experienced in conducting interviews through different platforms such as web-telephone, dyads, and triads. Doreen also facilitates mini groups, large focus groups, and bulletin board or online virtual groups. You can rely on her to be knowledgeable when it comes to the following:

  • Advisory Board (Patient and Health Care Provider)
  • Customer Buying Process
  • Customer Satisfaction
  • Consumer TV and Print Advertising Testing
  • Concept/Product/Message Testing
  • Design/Redesign Optimization
  • Direct Mail Testing
  • Ethnographic/In-Office Studies
  • Detail/Visual Aid Testing
  • Direct-to-Consumer Evaluation
  • Key Opinion Leader/Expert Interviews
  • Patient/Caregiver Research
  • Market Needs/Gap Analysis
  • Market Assessment
  • Market Landscape/Understanding
  • Market/Brand Positioning
  • Market/Brand Message Testing
  • Market/Customer Profiling
  • Patient/Customer Journey
  • Patient Flow
  • Sales Simulation/Visual Aid Testing
  • User Experience and Usability Testing (Website/Application/Software)
  • Voice of the Customer Studies
  • Welcome/Starter Kit Evaluation
Salma headshot tbird

Salma Kemmou, MBA

Salma Kemmou is currently the Director of Market Research and Moderator at Way to Goal Business Insights. Over the last five years, she has applied her quantitative and qualitative background to manage projects from a number of companies in the pharmaceutical/healthcare field. She has extensive experience conducting one-on-one, in-person and telephone interviews across a variety of therapeutic areas in the pharmaceutical, nutraceutical and biotech industries.

Salma received her Bachelor’s degree from Arizona State University in Psychology with a Pre-Med emphasis in and went on to pursue her Masters in Global Affairs and Management from Thunderbird School of Global Management. Throughout her career, she also has worked at Overstock Inc, where she managed a variety of marketing projects involving digital media marketing, content creation, and trend and user research, and brand concept development. Additionally, she worked at BioAccel where she designed, recruited and conducted market research studies for startup Biotech companies in the Southwest region. She continuously utilizes her analytical and strategic thinking skills to help fulfill clients marketing goals.


Neha Varma, BS

Neha is a Market Research Analyst at Way To Goal, LLC with over nine years of wet lab research experience and three years of clinical research experience ranging from biomedical engineering, hepatocellular carcinoma drug development to autism neuronal suppression. Using her degree in Cognitive and Behavioral Neuroscience from UC San Diego, Neha has been able to apply behavioral science methods in a range of industries including the life sciences, business, and politics. She is currently a Regional Lead for MIT Media Lab specifically working on digital contact tracing and a Digital Tools Manager on a presidential campaign. She also volunteers as a Crisis Counselor in her free time. Her experience in behavioral science, quantitative and qualitative analysis, healthcare, and project management makes her a key member of our team.


Smita Sahay, M.D./Ph.D. Candidate

Smita is a Market Research Analyst at Way to Goal, LLC with over six years of research experience. Much of her past research has involved investigating large patient datasets using bioinformatics tools to analyze the underlying causes of neurodegenerative diseases in the general population. At Way to Goal, LLC, she conducts both quantitative and qualitative research studies that offer marketing insights to biomedical companies looking to increase the market share of their products. She is knowledgeable in research project development, study design, biomedical technology, and the healthcare industry in general. Smita received her Bachelor of Science degree in Bioengineering: Bioinformatics from UC San Diego in 2017 and is currently pursuing her M.D. and Ph.D. degrees in Neuroscience & Neurodegenerative Diseases through the dual-doctorate track at The University of Toledo.