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The HSM Team

"Our mission is to improve the quality and delivery of health care and other services by providing our clients with innovative, ethical marketing products and services that are consistently superior. Recognizing our clients as our greatest asset and our own people as our greatest resources, we seek long-term, mutually beneficial relationships with our clients and colleagues."

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Cheryl Palay, MBA

Executive Vice President

Cheryl has over 20 years of experience in health care market research and consulting that includes conducting in-depth telephone interviews and qualitative report writing. Cheryl excels in developing and managing complex quantitative research studies from inception to final reporting, with expertise in multiple data collection methodologies. Cheryl is an experienced survey programmer and applies her programming knowledge to online survey design in addition to being able to make survey changes “on the fly” once a survey is in the field. Cheryl oversees HSM recruitment and interviewing staff to ensure all projects receive the necessary staffing support and IT resources, and that deadlines and budgets are met. She also serves as the company’s Information Security Officer and oversees all IT, security, and policy protocols.​


Shaikat Sen

Executive Vice President

With many senior level roles at leading global research companies over the last 30 years, developing and managing numerous national and multi-country ad hoc and tracking studies for some of the largest Healthcare, IT, Utility, and CPG companies in the world, Shaikat is a veteran strategic consultant completely at home with qualitative and quantitative research as well as large scale analytics. Shaikat brings a strong applied research background in new product development, customer satisfaction, brand equity measurement and tracking, advertising effectiveness, positioning, segmentation and price sensitivity research and has presented his work at numerous conferences and seminars. He was also instrumental in developing the Distinguished Health Plan and Hospital Programs as Director of Healthcare Research for J.D. Power and Associates. Shaikat received a Bachelor of Technology (Honors) from the Indian Institute of Technology, India and earned a Master of Arts degree in Advertising and Communications Research from Marquette University. 

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Judy Friefield

Chief Financial Officer

Judy provides strategic and financial support to senior management, including financial management, proposal review and pricing, business processes and controls, and contractual review. Judy also has extensive experience with business literacy and education. Prior to her 25 years' experience with HSM, Judy was employed by Time-Life Books in Chicago as the manager of Book Business Systems and by Touche Ross & Co. in Denver in the audit department. Judy has passed the CPA exam and is a summa cum laude graduate of The University of Denver with a bachelor of science in business administration.


Sheryl Bronkesh, MBA

Executive Consultant

Sheryl pioneered the application of relationship marketing and customer loyalty principles in health care. She excels at designing and using qualitative and quantitative research to help organizations market successfully to existing customers as well as new ones. Frequently participating on client business strategy teams, Sheryl consults with national health care associations, hospital systems, and pharmaceutical companies. She regularly interviews senior health care and human resources executives and physicians throughout the country to identify their critical issues and decision-making behaviors. Prior to HSM, she headed marketing departments at an academic medical center as well as a multi-hospital system and is the co-author of three books for health care professionals.

A Dedicated Team
HSM relies on an outstanding staff of experienced professionals to support the work of accomplishing your goals and objectives. Their expertise and commitment are an integral part of HSM's success. Project teams may include: 


Dana Kresojevich

Senior ​Director


Tiffany Shomer

Senior Manager


Chantal Louw

​Senior Director

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Diane Burgess

Senior Associate

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Maria Briseño


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