Dr. Morris S. Whitcup, President, has extensive hands-on experience in both marketing research and management consulting. During the course of his career, he estimates that he has conducted and consulted on over 4,000 studies, predominantly encompassing RX and OTC medications, healthcare delivery, medical devices and consumer packaged goods.
Since receiving his Ph.D. in Social Psychology from Columbia University, Dr. Whitcup has held senior executive positions with several research and consulting firms.
Dr. Whitcup is an acknowledged expert in consumer comprehension relating to labeling. Of note, he has contributed to the successful RX to OTC switches of Aleve®, Zantac® and Lamisil AT®, among others, and to successful OTC medical device approvals. His clients have included many major pharmaceutical, device and diagnostic companies.
He has appeared before the NAD and NARB as an expert witness in the fields of advertising communication and miscommunication.
Dr. Whitcup’s research has been published in market research industry journals and by agencies of the Federal government, and he has lectured at industry conferences.