Cetas Healthcare | Leadership Team
A global firm specializing in customer insights and strategy for the medical devices industry
Medical Market Research Emerging Markets Business Analytics Desk Research Qualitative Quantitative Competitive Intelligence
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Leadership Team

Sumit Mehta
Customer Insights
Practice Lead
  • Location: Singapore, London
  • sumit.mehta@cetas-healthcare.com
  • https://sg.linkedin.com/in/sumitmehta1/
  • 14+ years in healthcare research across Europe and Asia in Medical Technology
  • B2B Marketing, Market Entry Strategy, New Product Development, Pre/Post Launch Research
  • Founder of Cetas Healthcare
  • Multiple projects supporting global or regional growth initiatives of multinational clients
  • Previous head of Medical Technology research practice at Synovate Healthcare
  • Visiting professor at an international B-school in Singapore where he teaches MBA students (regular and executive)
  • Sumit has an MBA (Marketing) and a Bachelor Degree in Pharmacy. He has had an extensive international career and has lived in India, London and Singapore.
  • Likes volcano trekking, scuba diving and street photography.
Gopal Sundaramoorthy
Strategy Consulting Practice Lead
  • Location: Albany, NY
  • gopal.s@cetas-healthcare.com
  • https://www.linkedin.com/in/gsundaramoorthy/
  • 24+ years in Healthcare Imaging
  • 15yrs GE HC; 4yrs Philips Healthcare
  • 6yrs in China – leading businesses
  • Consulting, Global Leadership, Marketing, Product Management, Product Development
  • Most recent role: VP of Global Marketing for Philips Healthcare’s $2B Imaging business
  • He has served in multiple businesses, countries, and functions including engineering, product development, marketing, pricing & quality/LEAN.
  • Teaches Marketing at the Univ. at Albany and RPI Business Schools.
  • Master’s degree in EE – RIT, Rochester, NY; MBA – Duke University Fuqua School of Business
  • Enjoys flying, downhill skiing & motorsports racing
Shashi Kumar
Sales/MKTG. Analytics Practice Lead
  • Location: Mumbai – India
  • shashi.r@cetas-healthcare.com
  • https://in.linkedin.com/in/shashiranjankumar
  • 10+ years in Pharma sales, Marketing and strategy projects across US and EU
  • Inorganic and organic growth strategy, Sales force sizing, Incentive and compensation design, Geo-deployment
  • Keen interest in development of analysis framework and he developed promotion response methodologies for data poor markets and evaluation framework for IC Plans on Fairness, Motivation and Financial Risk
  • MBA from IIM Ahemdabad-India’s most esteemed business school. He is also an alumnus of IIT Bombay.
  • Post-MBA Shashi has worked extensively on organic and inorganic growth strategy of companies, evaluation of in-licensing and out-licensing opportunities and Go-To-Market strategies
  • Enjoys swimming and trekking
Shane West
Vice President (Client Relations) - EMEA
  • Location: Oslo, Norway
  • Shane.West@cetas-healthcare.com
  • https://www.linkedin.com/in/shane-west-insight/
  • 14 years GE Healthcare
  • 15+ years experience in delivering healthcare and MedTech customer and market insights to support new product development and launch initiatives.
  • Extensive experience in executing insight programs in key international markets and appreciation of cultural, regional, regulatory and ethical considerations − Insight validation, concept and message testing, segmentation, pricing, customer satisfaction.
  • Expertise in distilling market challenges from diverse healthcare arenas into pragmatic and actionable research programs − Medical imaging, Healthcare IT, Life Sciences, Medical devices, Consumer Healthcare, and disease focussed solutions (e.g. cardiology, neurology, oncology).
  • Designer of global customer listening programs to support customer experience improvement
  • Extensive functional market research experience applicable to B2B and B2C markets in multiple industry verticals
  • BSc(Hons) in Cognitive Science and MBA from La Trobe University, Melbourne
  • Enthusiastic amateur sports photographer with a new found love for ice hockey and skiing.
Kirsten Planas
Sr. Project Director
  • Location: Frankfurt, Germany
  • kirsten.planas@cetas-healthcare.com
  • https://www.linkedin.com/in/kirsten-planas-g%C3%B6lden-37163a4/
  • 14+ years in healthcare research across Europe and USA
  • Solutions centric professional leveraging her classical qualitative and quantitative healthcare market research, online and digital/social media research background
  • Extensive expertise in pricing and reimbursement research, payor and KOL research
  • Client side exposure, contributed to more than 20 product launches
  • Masters degree from University of Dusseldorf
Dushyant Gupta
Sr. Engagement Director
  • Location: Chicago
  • dushyant.gupta@cetas-healthcare.com
  • https://in.linkedin.com/in/dushyant-gupta-79432a15
  • 8+ years in healthcare research across USA, Europe and Asia in Medical Technology
  • Competitive landscape, Market Development/ Penetration Strategy, Disease and Clinical Intelligence, Pre/Post Launch Research
  • Extensive experience in several disease spaces including obstructive sleep apnoea, lung oncology, hypertension, acute ischemic stroke, hydrocephalus, and several other cardiovascular and neurovascular diseases.
  • Expert in market landscape, stakeholders perceptions and behaviour, market development/ penetration strategies, opportunity and adjacency mapping, amongst others.
  • Bachelors degree in Pharmacy from BITS
  • Enjoys Bollywood trivia and travel
Rakesh Vaidyanathan
Head LATAM JV
  • Location: Sao Paulo
  • Rakesh@thejaigroup.com
  • https://www.linkedin.com/in/rakeshvaidyanathan
  • 24 years across various sectors
  • 15yrs hardcore management consulting
  • Co-founded The Jai Group after years of experience in Management consulting in the United States and Mexico
  • Worked at Mckinsey and Company in their Miami and Madrid offices and most recently with The Boston Consulting Group in their São Paulo office
  • Rakesh has worked with large multinational clients in the Healthcare, Industrial, automobiles and consumer packaged goods segments.
  • Master’s degree: IIM, Calcultta, MBA: Wharton, Graduate in EE: India
  • Speaks Tamil, Hindi, Spanish, Portuguese and English fluently
  • Enjoys writing Tamil poetry and mountain trekking
Volker Adam
Head Mexico JV
  • Location: Mexico City, Mexico
  • volker@thejaigroup.com
  • https://mx.linkedin.com/in/volker-adam-b7162843
  • Accomplished industry executive with 50+ years of experience and proven track record in the Health Care and Diagnostics Business, and has spent 26 years in Mexico, 10+ years in Brazil, 9+ years in Argentina and 5 years in Germany
  • Started career at Bayer getting experience in Argentina Brazil and Germany, followed by Boehringer Mannheim (various management positions) in the Pharmaceutical , Diagnostic and Orthopedic business.
  • Built the Diagnostic business for BM in Central America  and  was  responsible for  this  Division in Brazil and Argentina .
  • Founder & CFO of Tecnoside SA de CV  a  Pharma manufacturing consultancy
  • Passionate about rowing sports, Technical Director of the Mexican Rowing Federation during 2 Olympic  Cycles