Sashi Anantham is a Principal with IQVIA, where he has worked extensively in the commercial advisory space for both prescription and consumer health/OTC businesses. Sashi’s current focus is on understanding how OTC markets evolve in response to consumer behaviour, with his areas of study including market characterisation, consumer preferences, price architecture, demand planning and brand equity. Sashi has also completed a PhD and subsequent post-doctoral research on the genetics of antibiotic resistance in human commensal Escherichia coli.