AGENDA

Powerful sessions in various formats (MasterClass, presentations, panels, and roundtables) from expert speakers hitting groundbreaking territory and discussing what matters most.

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Distinguished industry leaders who come prepared to actively engage and share the latest insights.

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TESTIMONIALS

An opportunity to network, learn new things and get insights into an ever-changing world of Pharma Market Research.

 

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Speakers

MASTERCLASS/WORKSHOPS (UPDATED!)
02 Feb 2016
MAIN CONFERENCE DAY 1
03 Feb 2016
MAIN CONFERENCE DAY 2
04 Feb 2016

Registration & Networking Breakfast

Real World Patient Behavior Intelligence & Analytics

Jared R. Adams, MD, Ph.D., Chief Medical Officer, Director of Product Development, Self Care Catalysts
Martin Holmes, Associate Product Manager, Self Care Catalysts
Whitney Petit, Epilepsy Advocate
Grace Soyao, Founder & CEO, Self Care Catalysts

Every patient has a story…now you can see the person behind it. There are many complex factors that impact the patient journey as well as treatment adherence. Traditional market research tools have limitations in understanding how patients navigate their disease and treatments outside of clinical and pharmacy environments.

 

Learn more about how real world, real time patient behavior analytics and insights are captured through Self Care Catalysts’ Health Storylines Patient Support and Market Research platforms. The closed-looped marketing and research platform creates a powerful channel for pharma to deliver personalized patient support, deliver targeted communications and messaging and generate a wealth of patient informatics for market research and insight mining.

Three things you will get out of this breakfast workshop:

1. Patient experience with a self care technology
2. How to deliver more impactful support to a targeted base of patients
3. Real world patient behavior insights on brands, target population details, patient personas, adherence and persistency rates, emotional journey and more.

Networking Break

Small Sample Analytics: Getting the Most Out Of Your Interviews and Budgets

Timothy Deckman, Ph.D., Methodologist, RG+A
Bruce Duncan, Ph.D, Chief Marketing Scientist, RG+A
Kevin Kelly, Executive Vice President/COO, RG+A

Shrinking budgets, tightening timelines and the need to study smaller populations in greater detail all contribute to the need to get more data and insight out of limited numbers of interviews. The reality of today’s business and research needs is that we have to accomplish more with less. Whether engaging a small stakeholder segment, such as payers or treaters of orphan conditions, or dealing with tight timelines or budgets, the challenge remains the same – providing both insights and data that help your stakeholders achieve critical strategic goals.

 

Bottom line: Small sample research, once the way to “do it on the cheap,” has now become a pivotal tool for all kinds of research exercises. In this workshop, you’ll learn that small sample size doesn’t have to mean sacrificing the quality of the research. Using recent studies as a backdrop, we’ll show how some new methods – and new ways of looking at old ones – can help studies with small sample sizes produce projectable and actionable insights.

 

Participants in this workshop, will take away three key learnings
• How to produce projectable and actionable insights with small sample sizes
• How to integrate qualitative and quantitative methods to enhance ROI
• How to producing small-sample results that rival large-study insights

Networking Break

MR in the Context of Business Development and Licensing

Laetitia Bodivit, MSc, Associate Director, Lifescience Dynamics
Jane Seok, MSc, Sr. Business Analyst, Lifescience Dynamics
Dr. James Wallis, Ph.D., Sr. Business Analyst, Lifescience Dynamics

• How can MR support the BD&L process?

• How can CI and payer discussions complement MR in this process?
• How can MR, CI and Payer research input in the forecasting?
• Valuation of an asset

Networking Luncheon

Understanding Decisions in the Post ACA World

Amanda Buonopane, Senior Research Manager, Segmedica
Peter Simpson, Principal, Segmedica
Michelle Soto, Senior Research Director, Segmedica

The US healthcare scene is changing rapidly. 45% of all physicians are now employees and the pressure is on the rest to contract solely with one healthcare system. The intention of the ACA is that providers and payers should merge in some way and provider systems are merging and gaining in size and complexity.

 

In the midst of this, physician/patient interactions that were formerly face-to-face are disappearing into the digital space and becoming harder to capture. The consumer not only battles with increasingly complex insurance choices but has yet to learn the big picture about how the healthcare system is evolving.

 

Join us for an interactive and detailed examination of this forward-looking picture and how as market researchers you need to adapt to it.

Networking Break

Masterclass/Workshops Conclude

Registration & Networking Breakfast in Exhibition Hall

Conference Chairpersons’ Opening Remarks

Keynote: A CEO’s Perspective on Using Market Research

Alfred Altomari, President and Chief Executive Officer and Director, Agile Therapeutics

A discussion of the various uses for market research and the role of market researchers across the business:

for the Commercial Plan, with investors, shareholders, the Board of Directors, and for future sales.

Keynote: Media 2020 – Current Trends and Future State

Joan Hogan Gillman, Executive Vice President and Chief Operating Officer, Media Services, Time Warner Cable, Inc.

• Industry Overview

• Major New Developments
• Preparing for the Future

Networking & Refreshments in Exhibition Hall

Roundtable Networking Discussions

Interactive roundtables will be held in two consecutive 40 minute sessions. You are free to select whichever one you would like to attend. Participants are encouraged to switch roundtables after the first session to expand your knowledge and networking experience. 10:50 am – 11:30 am will be Roundtable Session One. You will be alerted to switch rooms as 11:35 am – 12:15 pm will be Roundtable Session Two.
ROUNDTABLE 1
Patient's Digital Life Driving Innovations in Business Decision Making
Aaron Furtado, Senior Director, Business Planning, Market Research & Business Analytics, Ipsen
Grace Soyao, President & CEO, Self Care Catalysts, Inc.
ROUNDTABLE 2
RWE (Real World Evidence) in Market Research
Terri Boyd, Procurement, Market Research, Janssen
ROUNDTABLE 3
The Future of Accountable Care Organizations and the Impact on Pharma and Market Research
Mark Wiley, Enterprise Market Research, Market Intelligence, Aetna

1. Briefly discuss macro trends that are driving ACOs, value based care health trends. Impact to pharma.

2. Identify opportunities to engage providers differently. What do they struggle with now and going forward? How do IDNs want to engage with pharma with these challenges?
3. Who is most important for pharma in the ACO relationship? Physician, C-suite, medical/pharmacy director, care coordinator? And Why?
4. What types of market research will be important to inform pharma strategy and tactics?
5. What key area(s) of focus are necessary for your IDN research to provide the right ‘insight’ to your organization? From a brand and overall perspective.

ROUNDTABLE 4
Utilizing Qualitative Segmentation to Optimize Physician Prescribing: A Case Study
Carin Burke, Director, Marketing Sciences, Noven
Anne Shaw, Senior Manager, Market Research, Noven

What exactly is qualitative segmentation, and when is it most appropriate?

Round table discussion of key topics:

  • What were the strategic objectives that led to the selection of qualitative segmentation?
  • When is qualitative segmentation the most appropriate methodology?
  • What specific business issues were addressed in the research?
  • What is the specific approach to qualitative segmentation that was utilized?
  • What were the general outcomes of the research? How were the findings integrated to improve brand performance?
ROUNDTABLE 5
Market Research from a CPG Point of View
Jami Krueger, Associate Director, Consumer Affairs, The Clorox Company
ROUNDTABLE 6
Data Scientist and Social Media, Really?
Wasse Alemayehu, Director, Shire Pharmaceuticals

Networking Luncheon

TRACK A

Optimizing Physician Sales Materials With Eye-Tracking

Mike Czerkie, Associate Director, Customer Engagement Research, Merck
Marjorie Reedy, Director, Digital & Consumer Innovation, Merck

While eye-tracking’s origins are in shopper insights and commercial testing, recent advancements in technology have made eye-tracking particularly valuable in the development and optimization of physician sales materials.

 

This session will focus on examples of how eye-tracking supplemented traditional qualitative to provide valuable insights for understanding how physicians visually engage with mobile e-mail communications and iPad details.

TRACK B

Building a Value Proposition by Emotionalizing Your Brand’s Story

Bogdan Dragut, Vice President, NA Health, Ipsos Healthcare

The pharmaceutical space is typically very competitive regardless of treatment area. Simply talking to physicians about your clinical data is often not enough to convince them to choose your product over another. Physicians need additional reasons to help them make this choice.

 

Providing an emotional context for your brand will help physicians better understand its relevance within the treatment area and the appropriate patient universe.

 

During this session, we will discuss one example of how Ipsos Healthcare uses different market research pieces to gradually guide the writing of an emotional story. In addition, we will show you a few ways in which such a story can be applied to various concrete marketing initiatives.

TRACK C

Integrating Digital Research and Reporting for Optimal Insights

Amanda Buonopane, Senior Research Manager, Segmedica
Michelle Soto, Senior Research Director, Segmedica

In the 21st century, all eyes and ears are on digital communications. The quest to become digital also means integration. We will explore objectives that can be met with digital research, how best to achieve the goals of your marketing team with the very best in expertise, knowledge and the elusive insights you seek to make it come to life.

 

Details: From your backyard to global, from home space to work place to marketplace, track the customer and understand their lives. We will discuss uses of various types of digital research with case studies, as well as innovative ways of conveying the results to your internal teams and customers.

TRACK D

Message Tracking Excellence: Moving from a Metric Mentality to a Strategic Perspective

Venky Jagannathan, Principal, Strategic Research Insights (SRI)
Barb Rowen, Director, Business Insight & Analytics, Celgene Corp

Traditionally message recall studies have been done to measure key performance indicators such as message recall rate, share of voice and frequency.

This presentation shows how message recall studies can provide more strategic directions for the brand via customized analysis, innovative study designs, and novel technologies. A number of examples are shown to demonstrate the pathway from a “metric mentality” prevalent to a “strategic perspective.”

TRACK A

Talent Development: Competencies for the Market Researcher of the Future

Kathleen Pearson, Senior Director, Lilly Market Research, Eli Lilly & Company

The session will discuss the evolving skills required for the market researcher, and implications for capability development across the market research function.

The session will contrast historic perspective on competencies with current and future viewpoints. Kathy will share her thoughts on the linkage between functional capability and the future of the client research function.

TRACK B

From Empowered to Disempowered…to Being Empowered Again: New Opportunities to Motivate Patients in a Rapidly Changing Healthcare Landscape

Tim Fisher, Ph.D., VP, Social Science and Healthcare Practice, in-sync

There is increasing interest in how to empower patients to make better choices when it comes to their health. However, current strategies to empower patients fall short because they don’t adequately consider many of the underlying dynamics at-play.

Informed by social science, this paper will offer up new ways to think about patient empowerment by presenting a sense-making approach to research that gets to the heart of what motivates the patient and creates behavioral change.

Over the past few decades, there has been a steady rise in a consumerist approach to healthcare where patients are increasingly encouraged to be primary decision-makers, giving them a greater sense of mastery and control. Some have described this as a new paradigm that radically shifts how healthcare is delivered and experienced.

But, there are signs that the current patient empowerment paradigm is reaching its limits. For example, as treatments and the healthcare system become increasingly complex, patients may feel disempowered as they experience difficulty achieving an understanding of the best way forward. And practices that boost patient empowerment – like shared decision making – are often embraced philosophically, but not carried-out in clinical practice.

In spite of these limitations, there are significant opportunities to think differently about patient empowerment. We will offer a sense-making approach that facilitates a deep understanding of the patient’s context, core values and psychological preferences at specific moments in time. And that, in turn, generates new insights that can be leveraged to create behavioral change.

TRACK C

Specialty Care Market Overview: Hospital Systems in China and Turkey

Yoko Okamoto, Business Unit Director, A+A Research

This presentation is appropriate for market research professional of all levels with interest in deepening their understanding of the healthcare infrastructure in China and/or Turkey.

The presentation will focus on specialty care practices in hospital setting and discusses current market characteristics. The presentation will also discuss the implications of these market characteristics when designing primary research studies.

TRACK D

Fighting Talk: The Effect of Using Military Style Language When Talking About Cancer

Melinda B. Shorr, Ph.D., Research Director, The Research Partnership

In 1971 US President Richard Nixon declared a “War on Cancer” and since then society has adopted military style language when talking about the disease. However, from our experience of conducting interviews with medical professionals and patients alike, we hear time and time again their aversion to this style of language.

In this presentation, you will hear first-hand the views of oncologists, cancer survivors and pharma marketing professionals towards the use of language and communications in oncology. We will explore the challenges they face in their roles with regard to communicating effectively, and determine how market research can support their efforts in ensuring that brand messaging speaks directly, and appropriately, to the target audience.

TRACK A

Measuring Customer Experience: Unlocking the Key to Building Robust Relationships

Tim Deckman, Ph.D., Associate Methodologist, RG+A
Laure Park, Vice President, Customer Experience, Quest Diagnostics

As the entire healthcare product marketing enterprise increases in complexity, the need to evaluate customer experience grows in importance. That noted, healthcare markets present unique challenges to marketers and researchers seeking to benchmark and improve customer experience across stakeholder groups.

When Laure Park became the first Vice President of Customer Experience at Quest Diagnostics in mid-2014, she immediately appreciated the need to utilize marketing research as a tool to identify areas for improvement, prioritize among multiple areas for improvement and implement a benchmarking and tracking system that could support Quest’s enterprise-wide commitment to improving experience. RG+A has supported Quest in these activities since January, 2015.

In this session, Ms. Park will discuss some of the commercial imperatives that led Quest to make improvement and tracking of customer experience and Mr. Martin will describe some of the methodological and practical challenges that RG+A faced when creating a set of marketing research tools and studies to support Quest’s efforts. In the process, the two will address issues such as identifying the proper study design and core measures, challenges inherent in tying customer experience to financial metrics in a complex, multi-stakeholder environment, and how companies looking to upgrade their customer experience activities might proceed to do so in a systematic way.

TRACK B

The Beholder: Embracing Researcher Bias in a Study of Adolescents with Type I Diabetes

Steve Martino, Co-Managing Partner, M Health
John Surie, Customer Insight Director, M Health

Traditionally, market research seeks to be as scientific as possible—especially within the context of the pharmaceutical industry, whose culture is highly scientific. Our underlying assumption is that in order to get at the truth, we must neutralize our biases and use the most objective possible methods.

However, this assumption immediately gives rise to two fundamental questions. First, can we ever totally escape our biases? Second, can a highly depersonalized approach always capture the human nuances often at the very heart of the questions we research? This paper will explore the value of embracing the biases, hunches, and intuitions of the researcher/observer and how they can be turned into an asset in exploring inherently qualitative research questions.

We will discuss how subjective storytelling techniques from fields such as journalism and filmmaking can be used as powerful tools in certain kinds of market research.

By way of illustration, we will discuss a recent study in which a documentary filmmaker followed several adolescents with Type I diabetes to understand their level of disease knowledge, their level of therapeutic adherence, and how they coped with the psychosocial dimensions of their disease. Specifically, we will discuss how this unconventional approach was able to illuminate the research questions with unusual depth and insight. We will also show the “trailer” to the documentary film that resulted.

Scientific objectivity will always be the standard for market research professionals. But augmenting traditional research methods with creative approaches that draw on the subjective sensibility of researchers can and should be part of our toolkit for understanding the rich human experience of patients, physicians and other healthcare stakeholders as we move forward.

TRACK C

New Ways of Eliciting Customer Emotions and Behavioral Drivers Learning From BE

Laura Adelson, Account Director, Hall & Partners
Soumya Roy, Ph.D., US CEO of Health, Hall & Partners

As an industry, we have made substantial improvements in the quality of listening to customers - physicians and patients alike - and obtaining insights around their needs. Using research methods like ethnography, brands have invested in richer, more detailed patient and physician portraits and journeys. These portraits pinpoint “moments of truth” that enable brands to create empathetic service initiatives and customer-driven solutions. But we still have substantial gaps in our understanding of deep customer motivators and unconscious drivers of behaviors.

Recent findings in neuroscience and behavioral economics suggest that more than 90% of our behaviors result from unconscious and deep-seated needs and drivers. These are often a function of highly entrenched social and cultural beliefs or psychological influences stemming from individual experiences.

Hall and Partners is conducting our own research applying the principles of behavioral economics combined with psychoanalytic techniques to identify novel ways of eliciting unconscious and emotional drivers of behaviors among doctors and patients. We hope to achieve a holistic understanding of how customers see, feel, think and do when it comes to choices that they make.

At our session, we will present findings from a portion of this self-funded research initiative. We completed extended one-on-one interviews with PCPs and Endos to explore how situational factors (what doctors SEE) and unconscious needs (what doctors FEEL) combine with instinctive utility maximizing (what doctors THINK) to shape the choices physicians make (what doctors DO) when prescribing diabetes medications. Our findings will have wide implications — deeper and newer knowledge of why a physician may initiate a new treatment – that ultimately will facilitate development of truly customer centric solutions with intrinsic value and deeper relevance for this important customer segment.

TRACK D

Through the Looking Glass (& Into Your Customer’s World)

Ryan Dawson, Consultant Global Market Research, Diabetes, Eli Lilly and Company
Katarina Johnson, Senior Director, Research & Consulting, Market Strategies International

Ethnography or contextual research is not a new methodology, but it is often underutilized in the pharmaceutical industry because of privacy and/or compliance barriers.

This presentation will reveal the true power of ethnography in pharmaceutical research and its ability to acquire learnings that no number of focus groups or IDIs could uncover. We will also share our approach to ensuring that the ethnographic insights live beyond the report and become embedded in your organization. Finally, we will provide learnings on how to work with your compliance teams to get these studies approved—a key barrier for many in even considering this methodology.

Networking & Refreshments in Exhibition Hall

TRACK A

Storytelling & the Power of Failure: How to Move from Failure to Amazing Success to Build a Stronger & More Resonant Story for Brands

Ed White, Director of Market Research, Bristol-Myers Squibb

Ed has led a new way of thinking about how pharmaceutical brands at BMS engage with their audiences, launch into new markets, and the steps necessary to get there. Ed believes in developing a deep, psychological understanding of physicians and patients through methodologies that are proven to uncover the rich stories that define the ways in which physicians see themselves, their practice, their patients and the therapies available to them for those patients.

However, his accomplishment wasn’t in achieving this depth of insight. Ed believes that the real power of this understanding comes in the way in which those insights are used. Ed led the charge in developing an approach to branding grounded in story. He saw the opportunity to use story to translate the emotional insights into a language that could connect the many characters involved in this business – patients, physicians, sales reps and pharma. Ed pushed his team to take these insights and develop story arcs that identify the tensions, resolutions and the reasons in which the brands he represents must be a part of that story for physicians.

Yet, he was still not done nor satisfied with stopping there. Ed believes in testing the stories in additional research, not to identify a winner, but to identify the losers, the winners, and the lessons from both. This is what Ed refers to as the power of failure. Following his belief that too often the industry tries to get it perfect right away and misses real opportunity to get at a deeper human truth that is driving physician behavior, Ed pushes his team to fail – to be comfortable with that failure – and to move from failure to amazing success by bringing together their collected learnings to build a stronger, more resonant story for the brand.

Ed tasked himself with transforming the approach BMS took to marketing its therapies to physicians. In a world in which 5-7 questions determine a positioning and everything filters down from there, Ed pushed his team to recognize the importance of developing the story that helps translate an often too concise statement into creative, into sales training, into sales scripts and many other avenues of the brand.

TRACK B

Segmentation: Innovative Methodological Techniques Coupled with Best Practice Execution

Stephan Benzekri, Senior Vice President, Léger

The idea of segmentation is often met with trepidation or disdain based on previous experiences or perceived notions. Some believe segmentations are time consuming and labor intensive at best and un-actionable and expensive at worst.

However, to a greater extent than virtually any other type of engagement, segmentation when done correctly, can be the single most important piece of research for a brand, providing the framework for sizing, targeting, messaging, and essentially informing the brand strategy as well as tactics.

It is true that in segmentation, you “reap what you sow” in terms of execution as well as implementation. It requires various key stakeholders to be involved regularly at key milestones and to be part of the decision-making process at each of a handful of critical junctures.

This discussion will center on methodological innovations, specifically machine learning, coupled with best in class execution and management of the “critical junctures” involving client input that help streamline and refine the entire segmentation process and ultimately lead to a more accurate and actionable solution.

TRACK C

Building a Human-Centric Patient Journey: an Applied Anthropology Thinking Approach

Catharine Bauer, Manager, Business Intelligence, LEO Pharma
Johanna Faigelman, Founding Partner, CEO, Human Branding, Inc.
Sarah McNab, Partner, CSO, Human Branding, Inc.
In this, we will be unearthing deeper motivations of why people behave the way they do.

TRACK D

Innovative Methodologies for Market Access Market Research

Denise Woltemath, Vice President, Custom Research, Health Strategies Group

In the last decade, market researchers have been bombarded with numerous changes in technologies and methodologies.

At the same time, there have been massive changes in the dynamics of the marketplace, not only in the U.S. but across the globe. What are innovative solutions for market access market research and which method is right for your specific research needs?

TRACK A

When Traditional Market Research is Not the Answer

Scott Bertetti, Director, Global Strategic Marketing - Oncology, Bayer
Michelle Blechman, Associate Director, Market Intelligence, Astellas Pharma
Terri Boyd, Procurement, Market Research, Janssen
Alexine Tranquada, Director Global Customer and Brand Insights, Biosimilars, Merck

TRACK B

Market Research for Licensing & Acquisition: How the Dynamics Change

Judy Droar, Director, Ipsen
Matt Handel, Vice President, Commercial Search & Evaluation, G&W Laboratories
Jeff Jamer, Director, Global Market Research Excellence, Merck
Katie MacFarlane, Chief Commercial Officer, Agile Therapeutics

TRACK C

Challenges in Rare Diseases: Marketing, Sales and Marketing Research Implications

Moderators:
Donna Doty, Vice President, Ipsos Healthcare
Bob Rava, Senior Vice President, Ipsos Healthcare
Panelists:
Annalyn Gilchrist, Senior Manager, Rare Diseases Global Market Insights, Sanofi Genzyme
Bianca Jay, Director of Marketing, BioBlast Pharma
Pamela Rajasekhar, Associate Director, Global Market Research, Rare Diseases, Sanofi Genzyme
Talin Sesetyan, Director, Ipsos Healthcare

Discuss top 3 Challenges on Marketing Research in Rare Disease

  • Discussion
    • Lack of treatment options and treatment guidelines
    • Operational Marketing Research Challenges
      • Identifying patients for study – rarity-related challenges
      • Heterogeneity of both disease and disease course
    • Lack of diagnostic capability
      • Understanding the Severity of disease
    • Challenge of varying knowledge base
    • Difficulty of evaluating and identifying treatment effect
    • Obstacles in evaluating patient-relevant outcomes
    • Challenges with secondary data and overcoming these obstacles
  • Use of Marketing Research information with small samples and secondary Sources to develop:
    • Marketing and Sales tactics
    • Short and Long term Forecasts
    • General assessment of current and future pipeline
  • End with “What is your best advice for the Marketing Researcher in their 1st Rare Disease job?”

TRACK D

New Technologies in Market Research

Moderator:
Rafaat Rahmani, President, Lifescience Dynamics
Panelists:
Renata Alves, Director, Latin America Vaccines and Oncology Lead, Pfizer
Michelle Castillo, Associate Director, Market Research, UCB Pharma
Mechele Lee, Sr. Manager Global Market Research, Alexion
Michael Martin, Senior Director Corporate Analytics, Lantheus Medical Imaging
Suraj Moorthy, MBA, Ph.D., Senior Director, Global Forecasting, EMD Serono, Inc.

Key drivers for new technology in market research

  • Social media joined the party
  • Data collection improvements
  • Enhanced data analysis
  • Creation of new research roles
  • Big data informs research

Evening Socializing Events! Reception & Networking

Registration & Networking Breakfast in Exhibition Hall

TRACK A

How Smart Brands LISTEN to Their New Clinical Data

Kaity Arctander, Senior Analyst, Linguistic Insights and Analytics, Verilogue

Your prelaunch brand did it, you received positive results from a pivotal phase 3 trial, a major scientific conference invited you to speak, the press release went out, and now it is time to finalize your launch plans and prepare your regulatory applications. But wait, there is much to learn from what your clinical data is saying, or more importantly, what your stakeholders are saying about your clinical data.

The presentation of new clinical data at a leading scientific conference has been a hallmark of prelaunch brands within the pharmaceutical industry for years. And while many prelaunch brands focus on spreading the results of their positive clinical data at these conferences, SMART BRANDS LISTEN. This case study will examine the use of behavioral observation (ethnography) with computational linguistics (natural language processing and text analytics) to uncover baseline reactions to clinical data by stakeholders at conferences and on the web. During this session you will learn how smart brands use unprompted stakeholder reaction to clinical data to help guide brand strategy towards launch.

TRACK B

The Future of Insight-Led Innovation

Kim Bowers, Senior Director, Business Unit Consultant, Brädo Creative Insight
Andy Ford, Senior Director, Group Leader, Innovation & Ideation, Brädo Creative Insight

The problem with traditional ideation practices is that many participants come to the table with pre-conceived ideas, instead of being led by true consumer insight.

Brädo has found that the best innovation comes from turning the process on its head and utilizing new technology to create overnight prototypes. Prioritize insight. Invite the customer. Fail fast. Win big. And did we say it’s a lot cheaper?

TRACK C

Gamification in Research: Captivate Your Audience for Richer Data, Deeper Insights

Lauren Carroll, Director, Client Services, Adelphi Research
Ratna Wynn, Vice President, Adelphi Research

Not looking forward to your next survey? Chances are neither is your audience!

Come to this session to learn how to captivate your audience through use of gamification in online market research. Adelphi Research has used gamification to engage respondents to capture richer data and attain better insights. Come see what the buzz is about.

TRACK D

The Global Rise of Digital Technology and Their Usage Amongst HCPs

Damian Eade, Global Head of Digital, Cello Health Insight
Angie Wheeler, CEO, Cello Health Insight

Presenting implications for Pharmaceutical marketing and market researchers of findings from a self-funded global quantitative research study covering doctors in the US, EU5, China and Brazil.

As well as exploring doctors’ use of digital devices and communication technologies the presentation will include the impact of health apps, wearables and how tech might be changing patient/doctor relations. The role of sales representatives in a digital context and the emergence of online influencers and digital KOLs will also be discussed.

TRACK A

Leveraging Patient Support Programs in Biologic-Biosimilar Competitive Landscape: 5 Key Learnings

Ariel Herrlich, Research Analyst, SKIM
Alex Zhu, Manager, SKIM

Biologics are facing intense competition from biosimilars. In this competitive landscape, strategic levers for both biologics and biosimilars typically include payor strategy, promotion and new formulation.

As patients become more engaged and patient-centricity is on the rise, there is an increased opportunity to leverage patient support programs as additional strategic lever. This presentation will cover five key learnings that we have uncovered while conducting multi-phase patient support program research for both biologics and biosimilars.

TRACK B

Decision Staging Dynamic Modeling

Mitchel Horowitz, Partner, Lieberman
Sabera Hyderally, EVP, Lieberman

• Is a systematic approach leveraging the power of adaptive menu-based choice to understand the decisions physicians make based on information presented, from initial presentation to a treatment selection.

• The exercise begins with a basic patient profile and systematically layers on additional information via an “adaptive” basis. A portion of the interviews are then completed qualitatively to integrate more insights.

• This approach offers predictive dynamics based on independent [physician] choice variables. It is both flexible and customizable to include a range of pre-defined choices based on the specific treatment under consideration. The power of this model, when applied accurately, is in the range of applications from initial adaption of new therapeutic agents to add-on therapies, to also encompass physician choices for first, second, third line (or later) options – to delineate only a few potential uses.

TRACK C

Win/Loss Works in Life Sciences Too!

Heath Gross, Founder & CEO, Sedulo Group

Win/Loss has become a crucial tool for many of today's fastest growing companies, yet the Life Science industry has been slow to adopt this powerful tool.

This session will focus on how to successfully apply the Win/Loss methodology to the Life Science industry in order optimize and refine messaging, drive sales, and monitor the competition.

TRACK D

Reducing Uncertainty through War Gaming

James E. Heasley II, Ph.D., Principal, Evolution Consulting & Research

The reduction of uncertainty in the marketplace is the single key objective of any marketing research professional. It is, essentially, the value that we bring to the marketing table. Perhaps the most important realization that any of us will have as researchers is that everything about the market cannot be known. In fact, a good many things about even a single product in that market cannot be known. We must live with the fact that we operate in a world of imperfect information.

Compounding this situation is the fact that the digital age has not brought us any greater clarity. Rather, we are awash in a sea of information that has only exponentially added to the uncertainty faced by our customers on a daily basis (and, so far, “big data” has failed to live up to its promise of new, better ways to analyze the market). While there are many tools that we make use of to reduce this seemingly increasing amount of uncertainty, one has proven to be extremely useful in helping both researchers and marketers to contextualize a specific marketplace in such a way that it is possible to cut through the noise, identify the key issues at hand, and develop a structured, forward looking strategy and set of actionable tactics for their brand.

The competitive simulation, or War Gaming, exercise allows us to frame a specific market scenario within a more controlled environment (helping to reduce the “noise” of the market) while at the same time building a model of the existing marketplace for a given set of products. The goal of any war gaming exercise is to create a specific environment where uncertainty can be reduced through the establishment of controlled parameters. While internally bounded, the simulation uses cues from the market in order to retain consistency with external market dynamics. This ensures that the simulation properly models the market in question and outputs findings that lead to actionable recommendations.
This presentation will introduce the topic of competitive simulations (War Games), the rationale for their use and discuss how the process has evolved over the past 15 years.

Networking & Refreshments in Exhibition Hall

TRACK A

Customer Inspired: How to Achieve and Sustain Growth in the 21st Century

Barbara Rowen, Director, US Analytics, Celgene
Corey Schwartz, Managing Director, C Space Health
Liz Spingler, Senior Manager, Specialty Marketing, Sanofi

In a climate where Pharma companies are actively trying to evolve from brand-driven to patient-centric organizations, ongoing access to patients, physicians, caregivers, and others in the patient care ecosystem should be recognized as an enormous advantage. To become a truly patient-centric or customer-inspired organization, the voice and stories of end users must be consistently infused into the company – not just at every phase of the product life cycle – but in reflecting every aspect of patients’ lives.

So how can companies create new value and innovate fast, flexibly, and confidently to grow? By moving away from trying to predict market demands and “push” products out to patients, and towards “scalable pull,” engaging patients as active participants in the business to create Customer Inspired Growth.

This session will include a discussion with executives from Sanofi and Celgene and they’ll share how patients and physicians are helping to inform the work they are doing in their organizations.

TRACK B

How to Manage Prescribing Heuristics

Renata Alves, Director, Latin America Vaccines and Oncology Lead, Pfizer Chet Zalesky, CEO, CMI

CMI’s innovative yPrescribe approach uncovers Physicians’ prescribing habits.

Increasingly, physicians are pressed for time with patients, so they naturally develop heuristics/short-cuts based on patient cues to make prescribing decisions. Added to this is the fact that new brands and clinical information continually challenge established prescribing patterns.

YPrescribe™ has been developed to identify physician heuristics so that marketing and messaging strategies can be created to drive greater share to your brand and disrupt the alternatives.

CMI’s hybrid solution combines a choice model in a gamified experience to identify physicians’ loops, so that brand teams can support and defend the heuristic loops that lead to their brand and disrupt the competitive loops to promote opportunistic trial.

Learn how this approach helped to inform the Pfizer brand team, leading to the restructuring of its messaging, linking the brand benefits to the rewards and patient cues that lead to prescribing their brand more often, and targeting messages to competitive loops that create opportunistic trial.

TRACK C

Market Research Departments Under Attack: Is Strategic Storytelling the Antidote?

Wayne Lashua, Vice President, Client Services, Burke Healthcare

Several management consultants and some members of internal finance departments have their eyes fixed on the market research/insights departments as targets for budget and/or headcount reductions as pricing pressures put the squeeze on profits and wall street obsesses over SG&A percentages.

Arguments like the following selection are too frequently heard within corporate walls & boardrooms: “Apple seems to have done quite well without market research;” “The marketers research things that are obvious, we already know, or are simply not strategic;” or “I just can’t see the return on all of our investment.” The reality is that much of our work is highly strategic, but too often a narrow lens and sub-optimal delivery sabotage our effectiveness and leave senior, cross-functional leaders in the dark.

There has been a lot of talk over the last few years about delivering strategic storytelling. However talking about strategic storytelling and truly delivering strategic storytelling are different. This presentation will focus on the keys to effectively communicating to deliver strategic insights that resonate throughout your organization.

TRACK D

Understanding the Patient Journey Among RA Patients

Jonathan Weiser, Director of Research, BuzzBack Market Research

BuzzBack will discuss a new approach to patient journey research. Traditionally, patient journey work has involved multiple phases of qualitative and quantitative research to identify patient experiences throughout a disease state.

BuzzBack proposes a method that obtains detailed insight into the patient journey within a short timeframe. Using creative exercises developed out of a limited series of in-depth interviews, we map out the range of patient experiences with a disease and its existing treatments. Though not intended as a full substitute for previous patient journey approaches, our method is an appropriate solution for companies challenged with time constraints and needing a working version of the patient story and perspectives as they build brand identities.

TRACK A

The Greatest Snowstorm That Never Was: How Point Estimate Forecasting Can Unnecessarily Lead to Empty Bread Aisles

Michael Devinoff, Vice President, World-Wide Head of Forecasting, Bristol-Myers Squibb
Anthony Pugliese, World-Wide Lead Oncology Forecasting, Bristol-Myers Squibb

TRACK B

So I'm in Charge of CI, Now What?

Mark R. Little, Ph.D., President, North America, Prescient Healthcare Group
Sarah Phillips, Partner, Prescient Healthcare Group

The roles of those working in commercial support functions are evolving and expanding, moving beyond pure market research to encompass other methodologies, such as competitive intelligence. The pharmaceutical industry has conducted both market research and competitive intelligence for decades, and for the most part, executive views of the two disciplines are clear and well-demarcated. However, in recent times, and in particular under resource and budget constraints, the two disciplines are increasingly being viewed as capable of being carried out by the same department, or in some organizations, by the same individual. In those situations, more often than not, a market researcher or market research group is asked to cover CI in addition to their full-time market research duties.

This presentation will first focus on the differences in mindset between the CI and MR disciplines, and address traditional roles each has assumed in the pharmaceutical industry. The presentation will finish with the compelling notion that, for the sake of the stakeholders and the success of the enterprise, these disciplines work best when they work together toward a common business goal. The speakers will highlight the challenges of conducting CI and emphasize the complementary nature of the two disciplines, which is ultimately where the best of each discipline glows.

TRACK C

Wearable Technology Data – Ready to Adopt?

Johnny Kwan, Senior Methodologist, Kantar Health
Theresa Meyer, Manager, Business Insights, Kantar Health

Wearable technology adoption is growing at a rapid pace and with that comes a plethora of data.

This abundance of wearable data can be used to get a more well-rounded picture of a patient’s life. In this presentation we will talk about the potential opportunities to use wearable technology data as a complementary data source alongside traditional, quantitative market research methodologies.

TRACK D

Bridging the Gap: What You Need to Know about Managed Markets Research

Kelly White, Director, Market Research, Encuity Research

In the next few years, the role and influence of payers will continue to expand, as managed care organizations exert more influence on pharmaceutical treatment decisions than any time in history.

In this changing landscape, it is becoming more critical for marketing researchers to understand how to effectively integrate managed market perspectives into traditional research with healthcare providers and patients. Join us for a discussion on how effective marketing researchers are bridging the gap between managed markets and healthcare provider research to provide a more comprehensive understanding of true market performance and future potential.

Networking Luncheon

ANNOUNCEMENT OF WINNERS: COMPLETED “EXHIBITOR PASSPORT” PRIZE, CASINO NIGHT TOP PLAYERS, & OTHER RAFFLE PRIZES

Growing Storm Over the Cost of Oncology Agents?

Eric Blouin, Senior Vice President, Oncology, Ipsos Healthcare

While major advances are being made in oncology, the cost of oncolytics drugs are also increasingly making headlines.

This talk will explore how costs may be impacting the discussions, treatment plans, and decisions that oncologists and patients make. Is cost a growing factor in these considerations? Join us and find out!

The Coming InfoTech Revolution in Healthcare

Peter Simpson, Principal, Segmedica

Follow on from the last two years’ presentations we will provide a strategic assessment of the impact of information and medical technology on the Pharmaceutical Industry and on the demands that will be placed upon Market Research as a result.

Drawing on Segmedica’s Changing Healthcare in America series of studies and our work in public policy and medical innovation we will demonstrate how digital and genomic sciences are going to change our lives and our work in the very near future.

Where is it going, how do we sell into a new world that’s still evolving? Peter Simpson will take you on a journey you will not soon forget. This ground-shaking session will help you understand your new marketplace and your new ‘Customer.’

Holistic Approach to Business Issue Research Using MR + CI + MA P&R

Laetitia Bodivit, MSc, Associate Director, Lifescience Dynamics
Suraj Moorthy, MBA, Ph.D., Senior Director, Global Forecasting, EMD Serono, Inc.

Summary and Key Takeaways by Advisory Board Members

Conference Concludes