Louis Thériault joined Innovative Medicines Canada in April 2018. Reporting to the President, he is responsible for the development of a comprehensive and forward-looking health policy strategy driven by evidence-based research. Louis is also focused on building and strengthening partnerships for effective policy implementation which enhance health systems performance and the competitiveness of the Canadian life science sector.
Louis has over 25 years of experience in economic research in the field of Public Policies. Before joining Innovative Medicines Canada, he held an executive role at the Conference Board of Canada leading a team of 40 researchers and professionals as the Vice President, Industry Strategy and Public Policy. Louis joined the Conference Board in 1997 and launched, managed, expanded and provided strategic direction for several lines of business including the Canadian Alliance for Sustainable Health Care (CASHC); the International Trade and Investment Centre; the Canadian Industrial Outlook Service; and the Metropolitan Outlook Service. Louis leveraged the quantitative analysis skills of the economic and forecast analysis team with the organizational performance and public policy expertise within the Conference Board to ensure success. Most recently, he launched the Board’s Health Economics Group, providing forward-looking, quantitative analysis of the sustainability of the Canadian healthcare system. Louis holds a Master’s Degree in Economics from Université Laval and is fluently bilingual.
Louis is recognized for his leadership, strategic thinking, initiative and organizational skills which positions him to add value in moving Canadian pharmaceutical policy issues forward on behalf of Innovative Medicines Canada’s members.
Jeremy Slobodan is the Director, Drug Utilization, Information & Stewardship for Alberta Health Services and is based out of Red Deer. His position oversees the AHS drug formulary, drug information and antimicrobial stewardship for Pharmacy Services.
In part, his role includes improving patient care through optimized drug use and working with practitioners to ensure new drugs introduced onto the AHS formulary provide improvements to the health care system.
Jeremy is the Chair of the National Hospital Formulary Collaborative, a member of the Alberta Health Expert Committee on Drug Evaluation & Therapeutics and a past president of the Alberta Pharmacists Association."
Sylvie Bouchard holds a bachelor’s degree in Pharmacy from Université Laval in Québec city (1988). She also has a diploma (1989) and a master’s degree (1992) in Hospital Pharmacy from Université Laval (Faculty of Pharmacy), and an MBA in Corporate Management (2001), also from Université Laval (Faculty of Business Administration).
Sylvie Bouchard was a hospital pharmacist and hospital pharmacy manager, first at the Centre hospitalier affilié universitaire de Québec (CHA), from 1988 to 2004, then at the Hôtel-Dieu de Québec, part of the Centre hospitalier universitaire de Québec (CHUQ), from 2006 to 2010. She has worked in several clinical departments and shown a strong interest in intensive care. In 2001, Ms. Bouchard introduced to the CHA new automation and distribution technologies for medications.
She joined the Conseil du médicament in April 2010, which became the Institut national d’excellence en santé et en services sociaux (INESSS) in 2011, where she has held various management positions over the years. Since April 2016, she has headed the Direction du médicament, a role involving the evaluation of medications for inclusion on the lists, the optimal use of drug products and collective prescriptions.
Imran Ali is the Senior Manager of the pan-Canadian Pharmaceutical Alliance Office and has been in the role since September 2015. From 2012 to 2015, Imran held the position of Senior Manager with the Agreements & Negotiations Unit in the Ontario Ministry of Health and Long-Term Care’s Negotiations Branch. In this role, Imran provided leadership and direction for planning, priority setting and negotiation of accountability agreements with individual providers and health care organizations to optimize the Ministry’s investment in the health care system valued at over $11 billion annually. Imran provided support for the negotiations process with the Ontario Medical Association (OMA). Prior to this, Imran supported the negotiations of the 2012 Physician Services Agreement with the OMA and lead the coordination of subsequent implementation activities related to the agreement. He also served as the Ministry Co-Chair for the Systems Management Committee, which is responsible for bilateral monitoring and analysis of physician services in Ontario with the OMA. Imran began his career with the Ministry in 2006 with the Primary Health Care Branch where he managed physician services contracts valued in excess of $50 million annually in the Specialized Models Unit. Imran graduated with a Masters in Public Health specializing in Health Policy and Management from the University of Alberta's School of Public Health in 2005.
Ms. Childerhose’s career is focused on optimizing patient outcomes through forming meaningful relationships in the Canadian health care system.
Her career path took her to government early on where she embraced challenges in public relations to improve communications about issues impacting the public in various portfolios, including the Senior’s and Women’s Secretariats, Transportation, Tourism, and Health Care. She was the Communications Lead for the Ministry of Health’s Change Management initiative to change the business model of siloed departments to cross-functional teams, improving communications, optimizing ministry outcomes, and strengthening program accountability.
As the Director for Rx&D (now IMC) in Ontario, Ms. Childerhose led industry initiatives during an especially active time with the goal of advancing industry’s patient-focused value proposition, and economic benefit spin-offs.
Joining Valeant Canada and Bausch + Lomb provided Ms. Childerhose with the opportunity to collaborate directly with the leading Canadian innovative pharmaceutical and medical device organization where she develops and implements strategies to increase the number of innovative products available to Canadians, ensuring business growth and the related health and social benefits for Canadians.
Ms. Childerhose lives in Mississauga with her husband and two daughters.
Paul has worked in the healthcare, local government and pharmaceutical sectors for over 30 years. He began his career as a researcher and then held a number of NHS management posts before working on a wide range of UK and international management consultancy assignments at PriceWaterhouseCoopers. After moving to Roche Pharmaceuticals he led work on national reimbursement of medicines, health economics, strategic pricing, strategic funding and capacity and market access.
Paul’s work at the ABPI over the last eight years includes the evaluation of medicines, pricing & reimbursement, health technology assessment, the cancer drugs fund, biological medicines, including biosimilar medicines, the Accelerated Access Collaborative and the current negotiations on the Pharmaceutical Price Regulation Scheme (PPRS).
He has a Ph.D in healthcare information systems and is a Member of the British Computer Society; a Chartered Information Technology Professional; and Member of the Institute of Healthcare Management.
Noel MacKay has been in the employee benefits industry for over 30 years first starting with Mutual Life, and now on the consulting side of the industry, the latter since 1995. He has been with Cowan Insurance Group since 2000 in various roles leading to his current position as a Director, National Benefits Consulting.
Noel is passionate about answering the why, why not, and now what questions which employers often have about their employee benefit plans. His goal is to help employers achieve optimal outcomes from their benefits programs within the bigger picture of total compensation.
Noel has been an active contributor to Cowan Insurance Group’s client publications and presentations. He has presented at industry events, such as LIMRA, Conference Board of Canada, Benefits Breakfast Club, and Crosslinks Advisor Forums, and has been a course instructor for the International Foundation of Employee Benefits Plans for a number of years.
Christopher Trevors, MS, CGC graduated with a B.Sc. (Honours) in Biology from Queen’s University and a master’s degree in Human Genetics (Genetic Counseling) from Sarah Lawrence College in Bronxville, New York. He worked at the Westchester Medical Center in Hawthorne, New York before starting at The Hospital for Sick Children (SickKids) in Toronto as a genetic counsellor. During his nine years at SickKids he was involved in clinical care before taking on a role as a clinical educator and evaluator in the areas of genetics, ethics and molecular/genomic technologies. Christopher worked as Canadian General Manager of Centogene AG, a German molecular diagnostics company for 3 years before transitioning to help build a genetic diagnostics division at LifeLabs in Toronto as Director of Genetics and Genomics. Christopher is currently the National Director of Genetic Health Solutions at Dynacare and continues to lecture in the University of Toronto Genetic Counselling MSc program, the Medical Laboratory Technology Program at The Michener Institute and the George Brown Nursing Program.
Robyn Widenmaier is a Scientific Advisor and acts as the Medical Affairs Lead for GSKs candidate herpes zoster vaccine, Shingrix, in Canada. She joined GSK in 2005 following her graduate studies in Biotechnology at the University of Toronto. Robyn has held a number of key positions within Drug Safety, Clinical Development, and most recently, Medical Affairs teams at GSK. As the Canadian scientific lead for this vaccine, she draws considerable experience from her previous tenure in Clinical Development, where she played an integral role in the Phase III clinical development efforts of Shingrix. Robyn is currently responsible for Medical Affairs activities for Shingrix in Canada, and works with external experts, National and Regional regulatory and decision making bodies, to inform evidence-based decisions on Herpes Zoster prevention. She has a long standing interest in this disease state and brings great passion and drive towards the prevention of Herpes Zoster in Canada.
Greg Shaw has a science and health administration background and is the Director, International and Corporate Relations for the IFA. Prior to joining the IFA he held senior management positions within the Australian Government in the Department Health and Ageing, including responsibility for the regulatory regimes associated with both residential and community care services. His earlier work focused on policy development and program implementation supporting the aged care needs of rural and remote communities throughout northern Australia. An advocate of the aged care needs of marginalized community groups in the 1990s, he worked with many Aboriginal and ethnic communities resulting in the establishment of aged care homes and community aged care services specifically designed and targeted for those communities. Since joining the IFA in 2003 he has had responsibility for the development of the Building Capacity in Health Care Programs in Africa, worked closely with the South African Human Rights Commission to establish an older person’s forum in that country and in 2010 worked with the Government of Mauritius on the establishment of an Observatory on Ageing. He represents the IFA at the United Nations, works closely with government and has responsibility for IFA elder abuse initiatives. Elder Abuse initiatives have included the development of educational toolkits targeted towards youth, an International Forum on Sexual Safety of Older Women and in 2013 lead a high level meeting to examine issues of financial abuse of Canadian seniors. Greg has worked with other Civil Society Organizations on the Global Thematic Consultations on Population Dynamics (Post-2015 Development Agenda) to ensure the needs of older people are recognized. Current priorities include the establishment of the IFA International Centre of Excellence on Ageing (Istanbul), the IFA Copenhagen Summit (Denmark) - a platform launched in 2015 that responds to major gaps in ageing on a world stage, and other knowledge mobilization initiatives on vision health and adult immunization. Greg also has responsibility for Age-Friendly Cities/Communities (AFCC) initiatives within the IFA that includes providing technical advice and support to government and others engaged in age-friendly program development. His expertise in this field has been recognized through a recent Memorandum of Understanding (MoU) for a new city development in China and ongoing AFCC work with the city of Akita in Japan. More recently, in November 2015 he convened a series of AFCC workshops in the Republic of Iran. Canadian Committee appointments include the Ontario Securities Commission Senior Expert Advisory Committee (SERC), the Toronto Police Service Community Advisory Committee and the City of Toronto Advisory Committee on Long-Term Care & Services.
As the National Practice Leader, Drug Benefits Solutions in Great-West Life’s Toronto Group Sales Office, Barbara A. Martinez supports sales offices across Canada on prescription drug management initiatives. She plays a key role in supporting advisors and their clients, including designing and managing drug benefit plans with Great-West Life Drug Solutions programs.
Barbara joined Great-West Life in 2012 after 10 years at Mercer, where she led the Canadian drug benefits consulting team. She’s a regular speaker at industry forums and a frequent commentator on employer drug programs. Her past experience also includes 13 years in the pharmaceutical industry, where she worked in sales and marketing as well as government and professional affairs.
Kaitlyn Proulx is PDCI Market Access’ Managing Director and is responsible for managing the firm and leading the staff of twenty senior consultants and supporting staff. By offering full-service strategic pricing and market access consulting services, Kaitlyn and her team assist clients across all stages of product development.
Kaitlyn has led the development of numerous strategic PMPRB pricing assessments and submissions in a vast array of therapeutic areas and has successfully developed strategies to mitigate/minimize potential exposure during PMPRB investigational matters. She has also led the development successful formulary listing submissions to the CDR, INESSS, F/P/T drug plans, and private payer drug plans and has worked with clients in negotiating product listing agreements (PLAs) with pCPA, public payers (including Quebec) and private payers. She provides ongoing advice with respect to reimbursement strategy and PLA negotiations to help ensure timely listing on drug plan formularies. Kaitlyn maintains a strong working relationship with drug plan managers across Canada facilitating access to payers, decision makers and the latest information on drug plan policies and regulations.
Kaitlyn studied at the University of Ottawa and holds a Bachelor of Science with Honors in Biopharmaceutical Sciences and an option in Genomics. To compliment her science background, Kaitlyn has also taken a number of executive development courses through McGill University. Prior to joining PDCI in 2010, Kaitlyn worked at Health Canada within the Marketed Health Products Directorate in the Regulatory Advertising and Risk Communication Section where she was involved in the dissemination of post-approval risk communications concerning all regulated marketed health products.
John-Paul is Director, Reimbursement Strategy at PDCI. He brings more than 20 years of experience working in the health and pharmaceutical sectors. Prior to joining PDCI, John-Paul was Founder and Managing Director of Roubaix Strategies Inc.(RSI), and previously spent the better part of a decade in market access leadership roles, negotiating drug listing agreements for the reimbursement of innovative pharmaceuticals in Canada. His experience and knowledge in market access and negotiation strategy covers an extensive scope therapeutic and business areas, including strategic insights on how to obtain and maintain product reimbursement in both private and public drug plans.
John-Paul has led successful reimbursement strategies and negotiated funding agreements for conventional and specialty care products across Canada. He has worked with companies on successful strategies for the reimbursement of Drugs for Rare Diseases, Oncology and Biomarker Testing, Cardiovascular and Diabetes, Neuroscience, and Consumer Healthcare.
At PDCI, John-Paul leads the Reimbursement Strategy Team and focuses on the development and implementation of strategic public and private reimbursement strategies, market access assessments and new policy impact analyses and assessments.
John-Paul also brings with him the RSI Negotiations Strategy Programme. Combining many years of experience, this strategic programme delivers a tailored negotiation approach aimed at addressing the unique needs of our clients and preparing them for pCPA and other pricing and market access negotiations.
A sought-after speaker, strategist, and thought leader, John-Paul brings a keen understanding of the inter-relationships between public and private drug markets in Canada, having engaged extensively across both systems.
Prior to his career in the pharmaceutical industry, John-Paul worked work for several years with two major health professional associations in Ontario. This work included the successful negotiation of the first-ever agreement with the Ontario Government for compensation of pharmacies delivering influenza immunization clinics. He also spent several years working as an advisor in Federal and Ontario governments.
John-Paul holds a BA in Political Science from St. Jerome’s University (at Waterloo), and an Executive Certificate in Marketing Management from the Schulich School of Business. He is an active member of the Canadian Association for Healthcare Reimbursement, and BioteCanada (BTC), serving on BTC’s Health Advisory Board and Orphan Drug Working Group.
An avid cyclist and drummer, you may also be lucky enough to see John-Paul cycling to band rehearsal.
Kimberley Fougere is the Associate Director of Patient Engagement Solutions at STI Technologies Limited, a subsidiary of IQVIA. Kimberley has been with STI for the past four years and has been an integral part of the development of their Patient support business by designing and launching patient support programs across Canada and applying those learnings to the development of internal infrastructure and support systems. Kimberley has helped to design and implement patient support programs across many therapeutic areas including; HIV, transplant, oncology, and obesity to name a few.
Kimberley was born and raised in Halifax, Nova Scotia and completed her BSc and MSc in Neuroscience (Dalhousie and University of Edinburgh) before finishing her MBA at St. Mary’s University and starting with STI Technologies. Kimberley has a passion for theatre and the arts and is an avid golfer and athletics enthusiast.
Suzanne is a private health plan strategist who bridges the pharmaceutical and group benefits industry.
Prior to beginning her consulting practice, Suzanne was National Manager Private Healthcare with the pharmaceutical company Roche Canada. During that time she developed and executed private healthcare strategies and managed a patient assistance program for biologic medications.
Prior to joining the pharmaceutical industry Suzanne worked in group benefits in a wide variety of roles for almost 20 years, which included managing the drug programs for a major Canadian insurer.
She is frequent speaker and contributor to both private market and pharmaceutical industry conferences and publications.
Colin holds an MSc in Health Economics from the University of Toronto, Faculty of Pharmacy. Colin has spent the last decade designing and implementing health economic studies, executing on price optimization plans and delivering results through successful reimbursement strategies. Colin brings a unique approach to PIVINA via his experience and progression in the pharmaceutical industry. His innovative approaches and take charge attitude will allow him to continue to deliver high quality results for PIVINA's clients.
DURHANE WONG-RIEGER, PHD is President & CEO of the Canadian Organization for Rare Disorders (the umbrella organization of patients and patient groups) and chair of the Consumer Advocare Network (a national network for patient engagement in healthcare policy and advocacy). She is also President & CEO of the Institute for Optimizing Health Outcomes (providing training and direct service on health coaching and patient self-management) and Chair of the Canadian Heart Patient Network. Internationally, Durhane is Chair of Rare Disease International (the global alliance of rare disease patient organizations), Past-Chair of the International Alliance of Patient Organizations, member of the Editorial Board of The Patient- Patient Centred Outcomes Research, member of the Global Commission to End the Diagnosis Odyssey for Rare Diseases and member of Health Technology Assessment International Patient /Citizen Involvement Interest Group. She is a certified Health Coach and licensed T-Trainer with the Stanford-based Living A Healthy Life with Chronic Conditions.
Dr. Wong-Rieger has served on numerous health policy advisory committees and panels and is a member of the PMPRB Steering Committee on Modernization of Price Review Process Guidelines, Ontario’s Rare Disease Implementation Working Group, member of Genome Canada Steering Committee for the Rare Disease Precision Health Initiative and member of the Patient Liaison Forum for the Canadian Drugs and Technologies in Health.
Durhane has a PhD in psychology from McGill University and was professor at the University of Windsor, Canada from 1984-1999. She is married and has two children. She is a trainer and frequent lecturer and author of three books and many articles.
Joining Santis in 2014, Ross brings more than 15 years of experience in public affairs, corporate strategy and journalism, most recently as the Director of Government Affairs and Corporate Responsibility at AstraZeneca Canada. At AstraZeneca, Ross had responsibility for all public policy and government relations for one of Canada’s largest biopharmaceutical companies. He led a national team of colleagues and directly supported three CEOs in their advocacy efforts and stakeholder engagement.
Prior to joining AZC in 2009, Ross spent nearly four years as the inaugural Director of Strategic Partnerships at the MaRS Discovery District, where he coordinated MaRS’ relations with all three orders of government and key regional and national innovation partners. He also spent five years working in Washington, DC – first at the Embassy of Canada (where he liaised between Canadian companies and the World Bank) and then at a macroeconomic consulting company called the G7 Group.
Ross has an MBA from the University of Toronto, and a Masters in Public Administration from Queen’s University. Beyond his work with Santis, Ross also provides public policy and strategy support to the Institute for Health System Solutions and Virtual Care at Women’s College Hospital.
Sang Mi Lee is a Senior Pharmacist at the pan-Canadian Pharmaceutical Alliance (pCPA) Office and provides technical expertise as well as policy, clinical and analytical advice to the Canadian public drug programs about drug funding recommendations, negotiations, and other work of the pCPA Office. She also coordinates, conducts, and supports negotiations and participates on advisory committees and liaise with the national drug review bodies to support the mandate of the Office. She previously worked for the Drug Programs Delivery Branch and the Policy/Strategy Branch of the Ontario Public Drug Programs. She provided strategic advice in the development and implementation of drug funding policies, reimbursement criteria, and business processes. She also has experience in community pharmacy and drug information.
Ian is a partner at MATRIX Healthcare, a consulting firm focused on pipeline assessments, launch planning, brand strategy and commercial execution for Canadian pharmaceutical companies. Founded 5 years ago, MATRIX has conducted over 200 projects with 25 clients.
Mostly recently, MATRIX, in conjunction with U.S. based TGaS Advisors®, has founded the Canadian Life Sciences Networks (CLSN): A peer-to-peer network that helps senior functional leaders in Canadian pharmaceutical companies understand “how do other pharmaceutical companies do it”®. CLSN has successfully established an industry first Patient Support Program Network and benchmark. CLSN is now launching a Market Access benchmark to generate robust comparative intelligence, focused on the internal resources, structure and capabilities needed to be successful in the evolving reimbursement landscape.
Prior to joining MATRIX, Ian was Director of Marketing at GlaxoSmithKline.
Matthew Kellison is Director of Regulatory Affairs and Outreach at the PMPRB, where he is responsible for the PMPRB’s price reviews of new and existing patented drugs. Matthew previously worked as a Program and Engineering Director at Innovation, Science and Economic Development Canada, where he implemented a series of broadband connectivity programs, and spent ten years at the Competition Bureau in a variety of positions, including Assistant Deputy Commissioner responsible for investigations into monopolistic practices. He has a Master’s degree in economics from Queen’s University.
Victor is the Director of Health Business Consulting at TELUS Health and leads analytics for Canadian reimbursement and drug utilization for market insights, BI Solutions and health outcomes research.
Leveraging TELUS Health’s private claims engine combined with detailed plan design and reimbursement statistics he brings insights on the drivers of reimbursement and insurance plan design dynamics.
Victor has more than 29 years’ experience in analytics, consulting and solution development in Canadian healthcare and brings unique insights and answers for customers’ questions on today’s market dynamics.
As Executive Director of the Canadian Association of Provincial Cancer Agencies (CAPCA), Erika is responsible for leading the implementation of strategic priorities developed jointly by the Chief Executive Officers of provincial cancer programs and the Canadian Partnership Against Cancer (CPAC). Bringing more than 10 years’ experience to the role, Erika uses a systems approach to achieving the association’s objectives, which have most recently focused on addressing oncology drug funding sustainability. She is recognized as a thoughtful leader who draws on the strengths of others to achieve shared success.
Erika holds a Bachelor of Science in Human Ecology from the University of Alberta.
Aren is an Associate Principal in the Health Access and Outcomes (HAO) group at IQVIA. As part of the HAO team, Aren is focused on executing observation prospective and retrospective studies to support medical and market access activities. Aren has lead the development of strategic partnerships with the Institute for Clinical Evaluative Sciences, Canadian Institute for Health Information, and the University of Toronto’s Dalla Lana School of Public Health to develop innovative solutions for challenging medical questions. Aren has a master’s degree in epidemiology and two undergraduates: the first in genetics and the second in business from the Richard Ivey School of Business.
Bernie Boxill – Managing Principal, Patient Engagement Solutions, leads the Data Solutions department within STI. With well over 20 years of diverse industry experience, he leverages insights gained through life events on the receiving end of the Canadian healthcare system, his tenure on the management team of the New Brunswick Prescription Drug Program, and a strong foundation built as a leader in pharmaceutical and biologics sales. Bernie’s accomplishments in these roles launched him into payor and pricing focused work at Eli Lilly Canada, and later with Amgen Canada. The latter half of his career in healthcare has been spent developing a subject matter expertise in innovative patient support program design and execution.
Laurene Redding has spent more than two decades working in various capacities within the pharmaceutical industry in Canada. Over her time in the industry, she has worked for a number of companies, including Sanofi-Sythelabo, Hoffmann-La Roche, Novo Nordisk, Takeda and AstraZeneca. During her tenure in the industry, Laurene has worked in health economics and outcomes research, pricing, contracting, tendering, market access, patient support programs, external affairs, and government, stakeholder / public relations.
Laurene has a BSc and an MBA, both from McMaster University. Prior to joining the industry, Laurene worked for more than a decade in the hospital sector. Laurene's experience spans a number of therapeutic areas including oncology & oncology supportive care, rheumatology, respiratory, endocrinology, cardiology, gastroenterology, hematology, cardiometabolic, renal, psychiatry, men's and women's health, and genito-urinary.
Dylan Lamb-Palmer is a Manager of Pricing and Data Analytics at PDCI. Dylan joined PDCI full time in 2013 after several years as a summer student with PDCI.
Working with the PDCI’s Health Economics (HE) team and HE partners, Dylan develops health economic models (cost-utility, cost-effectiveness, and cost-consequence) and HE reports for submission to Canadian HTA agencies (CADTH CDR & pCODR, INESSS). The HE analyses use rigorous quantitative techniques (e.g., Markov modelling, network meta-analysis, Monte Carlo simulations) to assess the cost effectiveness of new drug products in their particular therapeutic context. The HE models may be prepared in the first instance for the Canadian market or by adapting a core HE model created for another market (often the UK) to the Canadian market.
Dylan leads the development of budget impact analysis (BIA) models for submission to public (federal / provincial) and private payers – these interactive Excel-based models are often the basis for negotiation product listing agreements with the pCPA and provincial drug plans.
Dylan is PDCI’s expert in assessing compliance with PMPRB’s CPI guideline and application of the “DIP” methodology. Dylan’s analytical skills have been instrumental in assessing historical sales and pricing data of patented medicines and identifying opportunities under the PMPRB guidelines for demonstrating price compliance and mitigating excess revenues. Dylan has led several training sessions for pharmaceutical clients on application of the PMPRB CPI Guidelines and “DIP” methodology.
Dylan leads PDCI’s drug claims analysis projects. PDCI maintains drug benefit claims databases for both public and private payers in Canada. These analyses are often important components of BIA and HE modelling as well as market share and longitudinal product switching projects.