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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SPEAKERS

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

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TESTIMONIALS

This conference is one that people absolutely should attend.

 
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Sponsors/Exhibitors

MASTERCLASS/WORKSHOPS
Tuesday, January 31, 2017
CONFERENCE DAY 1
Wednesday, February 1, 2017
CONFERENCE DAY 2
Thursday, February 2, 2017

Registration & Networking Breakfast

Harnessing the Runaway Future: Tips and Techniques for Modeling Under Uncertainty

Tim Deckman, Vice President, Marketing Science, RG+A
Roger Green, President/CEO, RG+A

More complex markets with direct and indirect competitors. Products with greater upside potential. Increased development risk. Shorter commercial design timelines. Complex, multi-stage, multi-drug regimens.

Cumulatively, these factors point up the increased importance to BioPharmaceutical manufacturers of modeling commercial decisions in complex markets. Traditional forecasting approach using spreadsheet megamodels cannot account for the complex options and developmental uncertainty that exists in our market today. Nor can these large complex models provide the insights necessary to guide the appropriate strategic decisions.
In this workshop, you will learn how to design and build models quickly and efficiently while managing the statistical error inherent in any forward-looking exercise. The workshop itself will combine didactic learning with group exercises to provide a sense of critical success factors in building models under uncertainty and offer a couple of specific tricks you can use in organizing the process.
Learning Objectives
• Identify the four high level success factors for modeling under uncertainty
• Explore the challenges inherent in achieving each factor in today’s business environment
• Learn at least two specific tricks that will improve your ability to execute short-timeline decision support models for complex markets

Networking Break

Pharmaceutical Pricing Approaches

Billy West, Ph.D., Sr. Business Analyst, Lifescience Dynamics

• Importance of price optimisation

• Qualitative techniques

  • Value based pricing
  • Reference pricing
  • Innovative products
  • Me-too drugs
  • Reference pricing trends
  • Modelling price drivers

• Quantitative techniques

  • Van Westerndorp’s price sensitivity meter, Gabor Granger, brand price trade off (BPTO)
  • Conjoint Analysis – (choice-based, menu-based, adaptive, maximum differential analysis)
  • Monadic price tests
  • Price perception measurement
  • Segmentation analysis

• Reimbursement and contracting
• Innovative pricing arrangements

  • Early access schemes
  • Risk sharing

• Global price optimisation

  • Pricing corridor
  • Floor price

Networking Luncheon

Patient Centricity – “Journeymentation”

Amanda Buonopane, Research Director and Anthropologist, Segmedica
Peter Simpson, Principal, Segmedica

For a decade the industry has pursued Patient Centricity. We have Buying Process, Patient Journey, Segmentation, Conferences and Meetings – so where do we go from here?

We need to develop best practices for integrating our understanding of the healthcare consumer, to walk a mile in their shoes and to socialize the understanding into every corner of the organization. Pharma is hampered by regulation and the inability to engage intimately with patients so we must use other means to develop and sustain corporate empathy with the patient base.
In this workshop we will walk through a process soup to nuts to integrate methodologies and approaches such as segmentation and patient journey into a coherent whole suitable for all scales from small pharma to major pharma.

Masterclass/Workshops Conclude

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: Innovation, Value and Price: Any Link?

Clive Meanwell, CEO, The Medicines Company

A discussion of the sources and methods of innovation in biopharmaceuticals and how

they affect one another – or don’t.

Keynote: Building a Biopharmaceutical Company for the Future — the Importance of Patient Insight

Barry Greene, President, Alnylam Pharmaceuticals

Networking & Refreshments in Exhibition Hall

Reaction to Keynote Presentations by Advisory Board Members

Praveen Advani, Commercial Insights & Strategy Lead – US Diabetes, Janssen Pharmaceuticals
Sandipa Dublish, Former Executive Director, Commercial Insights & Analytics, Alexion Pharmaceuticals
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Grace Samoil Reynolds, Global Market Insights H/O, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Alexine Tranquada, Director Global Customer and Brand Insights, Biosimilars, Merck
Jeet Uppal, Worldwide Lead - Global Market Research Capabilities, Bristol-Myers Squibb

Networking Round Table Discussions

(participants may choose any round table to attend)
ROUND TABLE 1
Social Media – An Opportunity and a Challenge
Jas Kahlon, Consumer Lead - Commercial Insights & Strategy, Janssen
Mini Pinto, Global Leader, Market Research, Oncology CBL, Merck
ROUND TABLE 2
Real World Evidence: Applications Across Product Life Cycle Management
Grace Castillo-Soyao, CEO and Founder, Self Care Catalysts
Aaron Furtado, Senior Director, Business Planning, Market Research, & Business Analytics, Ipsen

It used to be that Product Life Cycle Management was limited to modifying product claims or changing physician marketing tactics.

Today, more than ever, real world evidence generated from human health behavior and disease outcomes can drive better decisions for drug discovery, clinical research, drug commercialization and post marketing.

Grace Soyao, CEO of Self Care Catalysts and Aaron Furtado, Senior Director, Business Intelligence and Insights of IPSEN USA will discuss how a new platform has been leveraged to uncover new patient intelligence and insights but also provided Brand and Commercial team more targeted opportunities to inform business decisions and build relationships with patients, validate their patient marketing tactics, understand specific circumstances around adherence & persistency behaviors in a way that has never been done before.

ROUND TABLE 3
It’s Hard To Argue With The Truth: Applying Social & Behavioral Science To Solve Complex Pharma Challenges
Daryl Travis, CEO, Brandtrust

Over the past fifteen years a small ripple has grown into a wave of transformation in pharmaceutical marketing.

Behavioral science principles are being used to promote better healthcare and healthy habits around the world. Increasingly, pharmaceutical marketers are relying on the same powerful behavioral science disciplines to reveal deeper motivations of patients and physicians. Learn how to apply these powerful principles to inform better brand and marketing strategies that solve complex business and brand challenges.

ROUND TABLE 4
Outsourcing Analytics
Terri Boyd, Procurement, Market Research, Janssen
ROUND TABLE 5
Primary Market Research vs. Claims Data Analysis - Who Will be the Winner?

The round table would discuss the benefits and limitations of each in the context of multiple drug development and commercialization scenarios.

Ultimate goal of the discussion would be for attendees to walk away with a clearer understanding of the value of each within the appropriate settings.

Justin Zamirowski, Sr. Director, Operational Excellence, Edge Therapeutics
ROUND TABLE 6
Physician Payment Models and Its Impact on Pharma (ACO, Value Based Care, MACRA)
Mark Wiley, Team Leader, Market Intelligence, Consumer Insights, Aetna
ROUND TABLE 7
Leveraging Customer Insights to Deliver a Differentiated Treatment Experience to Patients
Rahul Bhatia, Sr. Director, Commercial Strategy & Operations, Insmed
ROUND TABLE 8
Global Market Research Challenges
Frank Wang, Lung Cancer and Melanoma Lead, Global Business Analysis, Novartis Oncology

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

The Usage of Eyetracking to Optimize Information for Use (IFU’s)

Amy Dubost, Senior Specialist, Merck
Marjorie Reedy, Director, Digital & Consumer Innovation, Merck

Instructions for Use (IFU) are paper handouts that come packed with many prescription medicines and contain FDA-approved information to users prepare and administer the medicine safely and effectively.

Eye-tracking has proven to be a valuable tool in optimizing IFU’s, so that the information is presented in the manner that best promotes safe and effective administration of the medication.

TRACK B

The Many Faces of Ethnography

Amanda Buonopane, Research Director and Anthropologist, Segmedica

Ethnography = the study and systematic recording of human cultures; also: a descriptive work produced from such research.

In the real world observational research carried out to satisfy marketing objectives.
Ringed by HIPAA and industry privacy standards pharma ethnography is an essential tool for:
• Understanding physician patient interactions
• Patient Journey and a patient centered understanding of markets
• Support Program Development
• A host of other needs

In this session we will review all the different forms of ethnography and neighboring simulation techniques and suggest ways of optimizing your approach and spending in ethnography.

TRACK C

Total Promotion Effectiveness: Going Beyond the Obvious

Jinlai Fu, Sr. Manager, Business Analytics, Celgene Corp
Dr. Venky Jagannathan, Principal, Strategic Research Insights (SRI)

Promotional measurement programs in the industry typically focus on personal sales effort.

However, other avenues and touch points are being increasingly used and have significant impact on physicians’ perceptions. The authors present a framework that is not only comprehensive but aligned with market realities and provides better predictive power for market share. A case study with recent data exemplifies the value of this framework & approach.

TRACK D

Integrating Market Research and Competitive Intelligence to Harness Actionable Insight in the Biopharmaceutical Sector

David Alderman, President, Molekule Consulting
Dr. Daniel Pascheles, CEO, Molekule Consulting

• The practice of biopharmaceutical market research and competitive intelligence are not mutually exclusive… although both practice areas are distinct – meaningful overlap exists

• The 80:20 rule applies with respect to market research: competitive intelligence such that 80% of learnings developed are distinct in MR: CI, while 20% are common and additive
• We believe a “best practice” in the procurement of action-oriented insight is the integration of MR and CI such that mutual synergies are appreciated
• This talk discusses how to build “best practices” for your team, integrating relevant and complimentary functional roles and findings from MR and CI
• By integrating key learnings from both practices, PharmaCos are able to harness actionable insight into the biopharmaceutical sector

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Integrating Insights for Knowledge

David Moore, Senior Director, Global Market Research-Core, Eli Lilly & Company
Kathleen Pearson, Senior Director Lilly Market Research, Eli Lilly & Company

As data becomes ubiquitous throughout the organization, the role of the Market Research function and the individual market researcher evolves.

This session will discuss the competencies, tools, and process for integrating insights across disparate sources of data.

TRACK B

Harnessing Habit as a Tool for Change

Arpita Chakrabarti, Strategist, Social Science, in-sync
Amy Maish, VP, Health Care and Social Science Lead, in-sync

In today’s marketing environment there is increasing attention on understanding everyday human behaviors and how to create impact on them to achieve desired outcomes.

Arguably, habits are a critical aspect of everyday human behavior but they are also an opportunity to bring greater perspective and insight into the dynamics of care for both patients and physicians. Habits are defined as repeated behaviors that are performed with minimum cognitive effort. In the healthcare setting with patients and physicians, habits play particularly important roles and marketers and market researchers need ways of understanding existing habits with a view to potentially disrupting or perpetuating new influences that will help make a positive difference in outcomes. Through looking at the role of habits we have an opportunity to be more closely linked with the behavior and the behavior change we are seeking to achieve when we find ourselves in familiar situations of stalled market share or are entering an already crowded market or even up against adherence or lifestyle challenges with patients.

We will provide a POV on how habit can be harnessed in the research environment and used to promote the necessary behavior changes and the experiences that create positive impact on stakeholders. We will discuss our market research method that explores habits and how we decode it’s influence on stakeholders – both patient and physician. We will engage the audience to reflect on their own experiences with habit to share real world examples and cases that speak to why habits matter and how you can use them to potentially promote or disrupt behaviors. There are three key takeaways:
• Habits are central human behaviors that provide structure & constraint
• Habits can be assessed and evaluated through market research
• Habits can be influenced

TRACK C

Identifying Emerging Treatment Algorithms Using Process Tracing

Doug Willson, Ph.D., Senior Vice President, AplusA

Process tracing is a method for investigating how physicians and other healthcare providers make diagnosis and treatment decisions.

Originally developed for consumer market research on choice processes conducted in the 1970’s, process tracing investigates the steps physicians take to acquire information about their patients, as well as their ultimate diagnosis or treatment decisions. This presentation shows how process tracing methods can be used in qualitative and quantitative market research to identify the treatment algorithms that physicians and other healthcare providers actually use in their practices.

TRACK D

Reinforcing the House: When Behavioral- and Attitudinal-Level Sources Strengthen Segmentation

Tom Nolte, Head of Business Analytics, North America, The Research Partnership

Netflix famously green-lighted the TV series “House of Cards” because its secondary data analytics showed that the combination of storyline, Director and lead actor would make the program a “definite” hit.

Consequently, it could be argued that a behavioural segmentation, which is often based on sales, secondary and syndicated data, is all we need for a useful segmentation. The added value and expense of segmentation with primary market research isn’t worth the cost. But is past behaviour really the best predictor of future behaviour?
In this presentation, we consider the tremendous utility of combining attitudinal and behavioral segmentations to get a current-world and a forward-looking view. We will seek to demonstrate that a proper amalgam of the two can move your brands forward with solid grounding in the real world. You will hear insights by pharmaceutical and biotechnology experts on the importance of using both data sources for effective business analytics and targeting strategies.

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Using Archetypes to Help Position Products Across Multiple Indications

Erik Coats, Managing Partner, Fulcrum Research Group
Tony Recalde, Associate Director of Oncology Market Research, Merck

This talk will describe the challenge of positioning a novel, breakthrough product with multiple indications across related conditions, and the creative approach taken to inform multi-indication positioning.

It will focus in particular on a new approach for developing benefits ladders, which more effectively links product attributes to emotional benefits. A key element of this new approach is the incorporation of archetypes, which are organizing structures that shape how people (in this case physicians) view themselves. The talk will also describe how the marketing team incorporated this market research with other inputs to ultimate decide on its multi-indication positioning.

TRACK B

Once Upon a Study: Narrative Study Design In Pre-diabetes Behavior Change

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

In a world of YouTube, Netflix, and Instagram, market researchers would do well to harness the arts of filmmaking and storytelling.

Increasingly, these are the coin of the realm when it comes to informing, engaging and enlightening audiences of all kinds. This talk looks at how the power of motion picture is being applied today to the capture and dissemination of market research insights.

TRACK C

Beyond Sales Effectiveness: A Holistic Measure of Stakeholder Experience

Katy Palmer, Ph.D., Chief Solutions Officer/Managing Director, Health, Market Strategies International
Brad Perkins, Vice President, Life Sciences, Market Strategies International

While sales reps remain a critical touch point for building relationships with physicians, pharmaceutical companies are contending with a smaller sales force and increasingly limited access to doctors.

While sales reps remain a critical touch point for building relationships with physicians, pharmaceutical companies are contending with a smaller sales force and increasingly limited access to doctors. These market dynamics are shifting influence to other personal and non-personal touch points more than ever before, and yet the sales force-focused effectiveness tracker lingers as the industry’s primary measurement tool. Join Katy Palmer and Brad Perkins from Market Strategies International to learn how to measure the evolving influence and importance of sales reps within the context of a physician’s holistic experience with your company. You will leave this session with a pragmatic road map for prioritizing and focusing on the touch points that are most important to driving sustainable loyalty.

TRACK D

Customer Captivation Experience – Bringing Innovative Approaches to the Patient Journey

Sheila Mott, Vice President, Head of Business Insights, Kantar Health

Decision-making in the pharmaceutical space has become increasingly more complex with patients and other healthcare influencers having greater impact on treatments.

Understanding patient and physician behavior means understanding all influences upon it. Our Customer Captivation Experience framework takes a holistic view of the decision process across stakeholders, assessing influences and perspectives to better define factors that meet customer needs, allowing clients to develop marketing strategies that drive change. This research program offers techniques to dig deeper to understand each customer’s mindset, uncover true motivators of decision-making, and anchor them to real life experiences.

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

The Evolution of Oncology Forecasting: Accelerating From 0-60 in 2.7 Seconds

Anthony Pugliese, Executive Director – Oncology Analytics & Forecasting, Bristol-Myers Squibb

· How (and why) are companies quickly re-thinking their approach to forecasting within the Oncology Space?

· How do dynamics like biomarkers, regimens and lines of therapies add additional layers of complexity?
· What evolving data strategies are necessary to help inform Oncology forecasting assumptions?
· How does performance-tracking need to evolve to address these complexities?

TRACK B

A Shade of Grey: Exploring our Perceptions of Engaged Patients

Beth Baldys, Senior Linguistic Analyst, Verilogue

Throughout the medical community there has been increasing concern for and focus on in-office patient engagement, meaning patient pushback, requests, questions and general verbal participation.

However, overwhelmingly we see physicians dominating the conversational floor and patients taking a backseat. Patients take on average only 26% of the conversational time in physician’s office during appointments averaging only 10 minutes and 20 seconds total (based on analysis of 40,000 US dialogues 2013-present in Verilogue’s database). However, when we ponder why patients are not participating and what can we do to change that, but perhaps we’re asking the wrong questions. Using examples from in-office dialogues and online posts with Rheumatoid Arthritis patients (as well as from other disease states), we’ll explore a multidimensional approach to patient engagement. Our focus will be unearth what drives patient engagement and how that engagement or self-advocacy is achieved within the understanding that patients are individuals who experience and live their disease uniquely.

TRACK C

Identifying Gaps in the Relationship and Communication between COPD Patients and HCPs

Jonathan Weiser, Sr. Director, Healthcare Research, BuzzBack

BuzzBack conducted research with COPD Patients and HCPs (Pulmonologists and PCPs) to explore and highlight the communication gaps that may exist between patients and HCPs, with a particular focus around what patients are experiencing – and what HCPs think they are experiencing – at the onset of symptoms (pre-diagnosis), diagnosis, and ongoing treatment.

This research identifies what HCPs are talking about with their patients and – more importantly – what is resonating with patients.
This research identifies specific patient needs that aren’t being met by their HCPs, highlighting gaps that can be filled by pharmaceutical companies in order to give their patients more information and support so that they can better treat their condition and remain more adherent to their medication. While this research is specific to COPD, learnings from this research may be applicable to other patient populations.

TRACK D

Let’s Get Tactical: Success Leveraging Non-Conscious Measurement for Communication Optimization

Wayne Lashua, Vice President, Client Services, Burke Healthcare

New Tools like facial coding and eye-tracking are gaining traction for measuring emotional response to video-based advertising.

But are they effective for optimizing static print ad content? Burke Healthcare will present a case study on how adding these non-conscious measurement tools brought unique insights to a learning plan aimed at evaluating and refining several print ad concepts to be included in consumer marketing efforts for a new pharmaceutical product.

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Maximizing Market Research with Limited Resources

Renata Alves, Director, Business Analytics and Insights, Latin America Vaccines/Oncology Lead, Pfizer
Judy Droar, Director, Ipsen
Kumar Kantheti, Vice President, Portfolio Management, G&W Laboratories
Geeta Padbidri, Former Director, Commercial Strategy and Insights, Ipsen Pharmaceuticals
Jigisha Shelat, Director, Customer Insights, Bristol-Myers Squibb

TRACK B

Leveraging Social Listening for Medical Insights

Moderator: Greg Powell, Director, Global Clinical Safety and Pharmacovigilance, GlaxoSmithKline
Arooj Akhtar, PharmD, MBS, Contracting Clinical Safety Scientist, GlaxoSmithKline
Brian Dreyfus, Director, Bristol-Myers Squibb
Murray Malin, Director, Innovative Platforms, Pharmacovigilance and Patient Safety, AbbVie

TRACK C

Career Development, Cultivating Soft Skills

Moderator: Alexine Tranquada, Director Global Customer and Brand Insights, Biosimilars, Merck
Anindita Niyogi, Director, Business Analytics & Insights, Pfizer
Scott von Lutcken, Director, Global Customer and Brand Insights, Customer Strategy, Merck
Colleen Silk, Director, Global Marketing, Insmed

With the evolving needs in the pharma industry, the required skill set of a corporate market researcher has evolved and will continue to evolve.

The methodological and project management skills are not enough, key elements of bringing value to the organization happens through softer skills. This panel will explore the areas of networking, sponsorship/mentorship, consulting skills, synthesis/storytelling and how they are critical to career development in market research.

TRACK D

Town Hall Meeting: Testing Innovative MR Methodology with a Physician

Moderator: Rafaat Rahmani, President, Lifescience Dynamics
Moderator: Billy West, Ph.D., Sr. Business Analyst, Director, Lifescience Dynamics
Panelists TBA

Doctor – market researcher interaction and relationship.

We will invite a group of physicians that have recently participated in primary market research via TDIs, IDIs, FGDs or on-line surveys and interviews.

Evening Socializing Events! Casino Gaming, Reception & Networking

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

The First Step to Changing Customer Beliefs: Agree with Them

Edmund White, Director, Market Research, Bristol-Myers Squibb

TRACK B

Heuristics of Physicians Treatment - A Global Perspective

Lauren Altman, Senior Vice President, Lieberman
Greg Chu, Chief Operating Officer, InTask, Inc.
Mitchel Horowitz, Partner, Chief Methodologist, Lieberman

In this session we will discuss:

A recent case study reveals how this leading edge technique can be used to uncover true prescribing decisions to help maximize efficacies for a better ROI.

TRACK C

The Challenge of Normalization

Paul Eccles, Director, Cello Health Insight
Kathryn Gallant, CEO, Cello Health Insight US

• What approaches can be used to portray the reality of patients’ clinical burden? Who do you need to engage with and how?

• How can you reveal normalisation to the patient so they ‘see’ it and communicate their experience of a disease or treatment more accurately?
• How can you address normalisation to in a way such that patients get and stay on track with treatment?
• How can you know that normalisation is taking place if patients themselves can’t see it?
Normalisation leads to under-reporting by patients of the clinical burden of disease and is one of the biggest challenges we face in customer insight research. It leads to disconnection in patient-HCP interactions, undermines compliance and persistence and makes it hard for patients to identify their unmet needs. Getting to understand patients better from early stage by unravelling normalisation and its consequences is invaluable in the push for improvement in treatment, devices and new formulations.

TRACK D

Behavioral Economics in a Pharma World – How to Influence Prescribing Behavior in an International Market

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

Today's research industry is buzzing with all things Behavioral Economics.

But what does this social sciences discipline really mean, and how does it apply to the pharmaceutical world? Behavioral Economics provides us with a powerful architecture to uncover what seems to be the paradox between rational and non-rational decision making in every day decisions. Most traditional research methods tend to focus on “what they say;” whereas Behavioral Economics tends to focus on “why they do what they do.” It provides an alternative paradigm to help explain how habits are formed and, by extension, how habits can be managed and disrupted.
In our presentation, we will explore an international case study of a product launch that will outline three key takeaways:
1. Physician prescribing habits exist and, more importantly, can be identified

2. Habits can be managed through marketing and messaging strategies that link cues with Rewards that trigger prescribing your brand

3. How we socialized behavioral economic insights to an international sales team

• Unlike in the US, international markets have little prescribing data and fewer sales tools to help the sales reps understand physician’s habits. For a brand to be successful, there needs to be greater emphasis on the sale rep’s understanding of physician habits and how they can identify them, so that the rep can deliver a targeted benefits-based message to create consideration and trial.

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Mobile Forecasting in the Age of Personalized Medicine

Julia Lang, Healthcare Analyst, SKIM
Bill Salokar, VP, Client Solutions, SKIM

SKIM will present a case study in which we used an innovative, in-the-moment mobile approach to drug forecasting.

The advantages for our client were significant, providing individualized data accounts for the physicians and patients in the study and the recommended treatment based on bio-markers. Furthermore, the approach used gave us more qualitative information to supplement the quantitative, delivering robust yet holistic outcomes that were key for assessing marketing opportunities.

TRACK B

Relationships to Results: The Role of Community in Research

Tim Armand, Co-Founder and President, Health Union
Cheryl Makopoulos, Insights, Client Service Partner, Health Union

In this presentation, Health Union demonstrates the necessity of intimate patient relationships and their role in successful market research initiatives.

With round-the-clock interaction, personalized responses to concerns, and established social capital, we can develop and leverage a community that is not only willing, but excited, to share their voice and engage in market research. With the help of our patient advocate (or eKOL), we’ll follow the lifecycle of a community-based survey initiative that managed to garner insights from thousands of participants…with no honoraria.

TRACK C

Sowing the Patient Story with Needles from the Haystack

David Taylor, Director, Research, Inspire

In the years following the patent cliff that affected so many consumer-driven categories and brands, we’ve watched the industry turn towards increasingly specialized products to treat niche and rare diseases.

Where broad segmentation was once sufficient for conducting market research, this new era has compelled pharma to become adept at finding needles in a haystack in order to satisfy consumer needs and meet corporate objectives. As patient populations have become more precise, the ability to identify and include these individuals in market research has become a greater challenge. In order for researchers to build a sample with “their patients”, the industry must engage patients in their own backyards and communities. Since knocking door-to-door may not be a feasible option, the internet has provided a forum for online communities of patients from across the globe to gather for information and support, and to engage as partners in market research. Inspire, founded in 2005 in an effort to connect patients directly with pharma, is a health-focused network of about one million registered members, many of whom are affected by oncological or rare diseases. During this session, we will explore the evolving, pinpointed nature of pharmaceutical market research today and showcase examples of how starting with a large patient universe can overcome even the strictest of respondent criteria without sacrificing quality of the insights or the efficiency of the deliverable.

TRACK D

10 Things That Must Be Retired From Market Research

Zach Foster, Vice President & Group Leader, Creative Strategy, Brädo Creative Insight

It’s time for an honest, heart to heart about the many tired conventions of market research.

This session will be equal parts catharsis and enlightenment, re-framing the language and approaches we use to do more meaningful research. We’ll share ideas, laugh and maybe even cry as we agree to retire 10 key things, once and for all, from the world of market research.

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Engaging the Business: Using Insights to Build Empathy, Drive Action, and Improve the Patient Experience

Bev Leymon Porter, Associate Director Marketing Sciences, UCB
David Ricaud, Director, C Space Health

It used to be that if you had any patient data, you had the competitive advantage.

But access to a deluge of data alone reveals nothing about people’s daily realities, their hopes and fears, their perspectives and stories. Inside the human experience are insights that can revolutionize the patient experience. But only if the insights are heard, absorbed, and internalized by stakeholders and decision makers. Leading the patient-centric revolution are insights departments. By partnering with patients, they can motivate colleagues to think differently, reframe problems, and solve them in surprising ways — all from a place of empathy. The outcome is truly patient-centric organizational change: new value for the business and improved patient experiences. In this session you will learn how to:
• Connect the dots to inform an empathy-based, patient-centric strategy;
• Make it stick – through engaging deliverables that help you evangelize insights; and
• Create buy-in around an urgent action plan for change

TRACK B

Understanding Sales Message Effectiveness by Going Beyond Tracking Research

Raymond W. Chan, Ph.D., Vice President & Senior Methodologist, inVentiv Health Research and Insights
Gregory Lynch, Associate Director, Oncology Market Research, Teva Pharmaceuticals

A case study on the power of utilizing a more comprehensive approach to monitoring and acting on promotional messages effectiveness data.

In the complex and evolving biosimilars marketplace, a client combines classic message recall and effectiveness tracking research with quantitative and qualitative message development and optimization techniques to provide the brand team with evolving and refreshing messaging options for sales team deployment.

TRACK C

Confessions of a Reformed Max-Diff Zealot: The Road from Advocacy to Defection

Stephan Benzekri, Senior Group Director, NAXION
Debra A. Kossman, Ph.D., Senior Vice President, NAXION

MaxDiff is a popular marketing research technique that aims to maximize differentiation of items with respect to importance or preference.

Greater differentiation is often desirable for both understanding customers and prioritizing marketing interventions, but MaxDiff results come with important caveats that, when ignored, can lead to false conclusions and misguided action. In this talk, we discuss MaxDiff as well as other measuring tools in the marketing researcher’s armamentarium, and we delineate between what MaxDiff truly can and cannot provide.

TRACK D

Complex Diseases: Forecasting Physician Treatment Decisions Under Multiple Market Scenarios

Tim Deckman, Vice President, Marketing Science, RG+A
Roger Green, President/CEO, RG+A

The BioPharmaceutical business model of the future relies heavily on chronic or long-term treatment of diseases ranging from oncology to diabetes. These have several elements in common:

• Multiple lines of therapy, most of which include more than one therapeutic agent and possibly supportive agents
• Rapidly proliferating and complex treatment targets for which prescribers might know the jargon but not comprehend the underlying disease models and transmitter systems
• Wide variance in the potential outcomes of the clinical trial process
Murphy’s Law says, “anything that can go wrong will go wrong,” but for marketing researchers, Murphy’s corollary may matter more “never assume anything you do not have to assume.” This talk will focus on some of the common assumptions marketers and researchers make the can lead to models, strategies and product positions that are simply wrong, and how to avoid the assumptions that lead to these errors. The presenters will build on RG+A’s extensive history in market simulation and modeling, including errors we have seen, to provide some simple benchmarks for building better forecasts and support tools.
You will learn how to spot and solve some frequently hidden issues
• How the “Curse of Knowledge” can lead conscientious, detail-oriented researchers to sabotage their own studies
• When it is unsafe to believe that physicians know was much as they claim about a disease
• Why what we commonly consider good analytical practice can overmanage data sets and create critical and unnecessary errors in interpretation

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

How to Avoid the Pitfalls of Brand Positioning; An Applied Anthropology Thinking Approach

Johanna Faigelman, Founding Partner, CEO, Human Branding
Miranda Gill, Owner & Principal, MG Strategic Research & Consulting
Sarah McNab, Partner, CSO, Human Branding

We all want our brand to satisfy a number of strategic criteria:

• Addresses a target’s need
• Be credible in the eyes of customers
• Is motivating – creates new behaviors (e.g., changes prescribing behaviors), changes perception
• Is differentiated from the competition
• Is future-forward, not pigeon-holed in the present
• Works across current and future indications and markets
• Is sustainable over time, as markets and categories change
However, pharma marketers often fall into pitfalls when developing brand positioning. We’ll highlight

3-4 pitfalls and provide real world examples of what this looks like;

Pitfalls:
1. Positioning is too product-focused
2. Positioning that does not go high enough up the Brand Ladder
3. Positioning that’s not single-minded
4. Positioning work that’s done too late

At Human Branding, we have a four-step approach to avoid these pitfalls and ensure a solid brand positioning that meets strategic criteria.
1. Mapping the competitive set
2. Building the brand benefits ladder
3. Decoding the brand essence
4. Honing in on optimal brand positioning territories & positioning statement

TRACK B

Driving Behavioral Economics Insights in Healthcare through Simulation

Greg Chu, Chief Operating Officer, InTask, Inc.
Sandipa Dublish, Former Executive Director, Commercial Insights & Analytics, Alexion Pharmaceuticals

In his most recent book, Misbehaving (2015), Richard Thaler identifies one of his early challenges in researching behavioral economics as the ability to perform experiments in a more natural environment than that offered by a questionnaire.

Thaler wrote, “I also wanted to study the behavior of people in their natural habitats… if I could just figure out how to do it.”

Today, as we seek to leverage behavioral economics insights in healthcare, we find ourselves echoing Thaler’s lament. Asking questions is great. After all, Kahneman and Tversky won a Nobel Prize for Prospect Theory, a classic of behavioral economics that was developed essentially by asking people questions. But making behavioral economics principles applicable to real life commercial decision-making—quickly and cost effectively—requires more than just questionnaires or IDIs. What is needed is a practical platform for experimentation that can be used to develop and test behavioral economics based interventions.

In this talk, two speakers with expertise in both behavioral economics and simulation will discuss how a novel approach to simulation can help healthcare researchers better understand and influence physician decision-making. At the same time, they will demonstrate the advantages of simulation over questionnaires and other experimental processes in applying behavioral economics theory to healthcare market research.

TRACK C

Gamification: Use Games as a Card up Your Sleeve to Liven up Meetings with Key Stakeholders and Drive Engagement and Action

Lauren Carroll, Director, Client Services, Adelphi
Carmen Michalyra, Director, Adelphi
Ratna Wynn, Senior Vice President, Adelphi

Dreading that next meeting where you need to present a 40 slide deck?

Learn how to leverage games to your advantage, and make sharing an interactive and fun experience. Engage your audience for faster assimilation of learnings and activate the findings so they live well beyond your presentation. Come have fun, play some games and learn about new ways to engage your key stakeholders.

TRACK D

UP Your Research EQ (Emotional Intelligence)

Meridith Jamin, Partner, Kudzu Research & Insights
Lee Polychron, Founding Partner, Kudzu Research & Insights

Learn how using creativity, emotion and empathy in research motivates Patients to consider new, more effective treatments, while facilitating greater dialogue with their Physicians.

• NOW/NEXT THINKING: Focus on understanding how people want to think, feel and do “next” with your brand to define the ideal future relationship
• JOURNEY METHOD: Seamlessly move Patient groups through multi-stepped methodologies: online, offline, qualitative and quantitative approaches
• BE RUTHLESSLY GENTLE: Use introspective online ethnography, the irreplaceable alchemy of face-to-face Patient and Physician conversations, and then quantify, to reveal the emotional hooks that drive action
• DIG DEEPER: With sideways thinking, feelings-based conversation, Debates/Roundtables, and tons of pictures and associations such as archetypes, blob trees, textures, emoticons, curios, sensations, scents and doodling tools

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Doctors Are People Too: Addressing Brain and Gut Reactions to Optimize Impact

Ariella Evenzahav, Ph.D., Head US Market Analytics, Takeda Oncology

TRACK B

Top 7 Things I Wish I Knew When I Was a Supplier

Anne Shaw, Former Senior Manager, Market Research, Marketing Science & Analytics, Noven Pharmaceutical
Justine Trinidad, Director, Market Research, PACIRA Pharmaceuticals

TRACK C

Compliance and Cost – Implications for Rare and Life-Threatening Diseases

Joel Schindler, Ph.D., Senior Vice President, MarketVision Research

The research is highlighting longitudinal research conducted over the past two years, with new additional insights from 1-on-1 interviews with patients.

The research initially focused on patient compliance and how risk aversion might play a part in their mitigation of risks, then focused on the financial tradeoffs patients need to make when confronted with a major health diagnosis. This presentation will showcase the culmination of insights gathered across stages of patient research.

TRACK D

Forecasting in a Continuously Changing Market: Understanding Behavioral Drivers

Shashank Shinde, Global Market Research, Sanofi-Genzyme
Dr. R. Sukumar, President and CEO, Optimal Strategix Group

When entering a market which has not seen new product introductions in a while, several factors can be changing continuously.

First, the timing and number of entrants is often not known. Second, the clinical primary and secondary end-points and other aspects of the competitors and the companies own drug may change depending on clinical trial results.

Conducting a Forecast Study in such a dynamic market and understanding what drives the behaviors of prescribers, payers and patients can be extremely difficult. Additionally, with speed to market an important consideration, conducting a global market research study with a fixed profile of the TPPs, can be both time consuming and expensive.

When clinical trial results are uncertain, an entire redo of a fixed profile will only yield expensive and inaccurate forecasts. By conducting an exhaustive “stakeholder” journey map and using newer techniques to understand behavioral drivers, we can create a flexible approach to understanding several aspects of a new drug launch, starting from inputs to new drug forecasting, and systematically getting support for positioning and message creation. The approach includes the ability to develop a deep understanding of a dynamic market when new entrants may change their time to entry, positioning or may experience data from clinical trials that are different from the original filing.

Networking Luncheon

Announcement of “Exhibitor Passport” Grand Prize Winner & Other Raffle Prize Winners

The US Healthcare System – Where Now?

Peter Simpson, Principal, Segmedica

The Affordable Care Act is sputtering.

Insurers are retreating from the Exchanges, Delivery Systems are giving up some ACOs and critically do not know how to transition from fee for service to Accountable Care.
Since passing the ACA the Democrats have lacked the political power to shepherd the transition to Accountable Care and may not have it after the election. The future direction of healthcare, whatever it is, is of crucial importance to pharma companies, careers and the types of market research we will be tasked to carry out. In this session we explore the trends in US Healthcare against the political backdrop and explore how market researchers can respond and add value in their companies.

iAdBoard: An Online Solution for Traditional MR

Lifescience Dynamics

• The creation and purpose of iAdBoard

• What do respondents think of the online experience?
• The client’s perspective
• A case study with both physicians and payers
• Conclusions

Summary and Key Takeaways by Advisory Board Members

Praveen Advani, Commercial Insights & Strategy Lead – US Diabetes, Janssen Pharmaceuticals
Sandipa Dublish, Former Executive Director, Commercial Insights & Analytics, Alexion Pharmaceuticals
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Grace Samoil Reynolds, Global Market Insights H/O, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Alexine Tranquada, Director Global Customer and Brand Insights, Biosimilars, Merck
Jeet Uppal, Worldwide Lead - Global Market Research Capabilities, Bristol-Myers Squibb

Conference Concludes