Allan Bowditch is CEO Global Healthcare of the Healthcare Division at Martin Hamblin. He worked for SmithKline and French for four years before joining Martin Hamblin and has been responsible for the introduction and development of many innovative procedures in the healthcare division, notably conjoint investigations, Brand Dynamic Modelling and pricing. Allan introduced the technique of Perceived Value Pricing, and adapted other proprietary pricing systems for the healthcare area that have helped establish Martin Hamblin as a leader in the field. He has written articles and given talks at ESOMAR, EPhMRA, BPMRG and PBIRG meetings over many years.