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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This conference is one that people absolutely should attend.

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Tuesday, January 31, 2017
Wednesday, February 1, 2017
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

Networking Break

Pharmaceutical Pricing Approaches

Suchita Chaudhari, MSc, MBA, Engagement Manager, Lifescience Dynamics
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, Project Director, Segmedica
Donna Simpson, Principal, 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
Lisa Courtade, Executive Director, Global Market Research Excellence, Merck
Sandipa Dublish, Sr. Director Global Market Research, Alexion Pharmaceuticals
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, US Specialty Care Lead – Business Analytics & Insights, Pfizer
Grace Samoil Reynolds, Head Market Insights, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Jeet Uppal, Worldwide Lead - Global Market Research Capabilities, Bristol-Myers Squibb

Networking Round Table Discussions

(participants may choose any round table to attend)
Challenges of Global Market Research
Frank Wang, Lung Cancer and Melanoma Lead, Global Business Analysis, Novartis Oncology
Where One Could Use Secondary Claims Data and Primary Market Research to Uncover the Whys in Changes in Therapies (Drop-Off, Switch, Restarts Etc) (HCP and Payer Perspective)
Aaron Furtado, Senior Director, Business Planning, Market Research, & Business Analytics, Ipsen
Primary Market Research vs. Claims Data Analysis - Who Will be the Winner?
Justin Zamirowski, Sr. Director, Operational Excellence, Edge Therapeutics

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

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

It’s Hard To Argue With The Truth: Applying Social & Behavioral Science To Solve Complex Pharma Challenges
Daryl Travis, CEO, Brandtrust
Direct-to-Consumer Advertising
Julie Mastroserio, Sr. Manager, Insights Development, Novo Nordisk
Outsourcing Analytics
Terri Boyd, Procurement, Market Research, Janssen
Top 10 Things I Wish I Knew When I Was a Supplier
Justine Trinidad, Director, Market Research, PACIRA Pharmaceuticals
Accountable Care Organizations
Mark Wiley, Team Leader, Market Intelligence, Consumer Insights, Aetna
Wasse Alemayehu, Director, Shire Pharmaceuticals

Networking Luncheon



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

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


Personas - The New Segmentation

Amanda Buonopane, Senior Research Manager, Segmedica
Donna Simpson, Principal, Segmedica

Persona building does not replace segmentation, it offers another option that proves valuable in many circumstances.

We have developed a persona model that characterizes physicians into three types and consumers into six types which can be used to enhance or even replace segmentation, in patient journey, customer experience, positioning and messaging.

In this session we will show initial data for the US population personas and demonstrate how these personas can be used for increased insight and more effective marketing.


Total Promotion Effectiveness: Going Beyond the Obvious

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


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

David Alderman, Managing Director, 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



Analysis Paralysis: Integrating Insight for Knowledge

Kathleen Pearson, Senior Director Lilly Market Research, Eli Lilly & Company
Lilly Co-Presenter TBA


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


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.


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.



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.


Lights, Camera, Insights: From Study to Story 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.


Beyond Sales Effectiveness: A Holistic Measure of Stakeholder Experience

Dawn Palace, Ph.D., Vice President, Life Sciences, Market Strategies International
Brad Perkins, Vice President, Life Sciences, Market Strategies International


Customer Captivation Experience – Bringing Innovative Approaches to the Patient Journey

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

Networking & Refreshments in Exhibition Hall



Biosimilars: Considerations for Launch

Rich McCloud, Director, Pfizer


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.


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.


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

Wayne Lashua, Vice President, Client Services, Burke Healthcare



Maximizing Market Research with Limited Resources

Renata Alves, Director, Business Analytics and Insights, Latin America Vaccines/Oncology Lead, Pfizer
Shannon Blalock, Santen
Julie D’Avignon, Sr. Director, Global Commercial Insights, Alexion
Judy Droar, Director, Ipsen
Kumar Kantheti, Vice President, Portfolio Management, G&W Laboratories
Geeta Padbidri, Director Business Analytics, Ipsen
Jigisha Shelat, Director, Customer Insights, Bristol-Myers Squibb


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, Bristol-Myers Squibb
Murray Malin, Director, Innovative Platforms, Pharmacovigilance and Patient Safety, AbbVie


Market Scorecards for Investor Relations

Moderator: Daryl Bogard, Sr. Director, Corporate Strategic Intelligence, Allergan
Jeff Jamer, Director, Market Research, Merck
Anindita Niyogi, Director, Business Analytics & Insights, Pfizer
Additional Panelists TBA


Town Hall Meeting: Testing Innovative MR Methodology with a Physician

Moderator: Laetitia Bodivit, MEng, Director, Lifescience Dynamics
Moderator: Neil Patel, PharmD, Business Analyst, 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



The First Step to Changing Customer Beliefs: Agree with Them

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


Heuristics of Physicians Treatment -- A Global Perspective

Lauren Altman, Senior Vice President, Lieberman
Mitchel Horowitz, Partner, Chief Methodologist, Lieberman


The Challenge of Normalization

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


Leveraging Behavioral Economics to Inform Brand and Messaging Strategy

Wyndy Greene Smelser, Senior Vice President, Healthcare & Life Sciences, CMI



Mobile Forecasting in the Age of Personalized Medicine

Julia Lang, Healthcare Analyst, SKIM
Bill Salokar, VP, Client Solutions, SKIM
Client Co-Presenter TBA


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
Patient Advocate Co-Presenter TBA


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.


10 Market Research Expressions that Must be Retired

Zach Foster, Senior Director & Group Leader, Creative Strategy, Brädo Creative Insight



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


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.


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


Complex Diseases: Forecasting Physician Treatment Decisions under Multiple Market Scenarios

Tim Deckman, Vice President, Marketing Science, RG+A

Networking & Refreshments in Exhibition Hall



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

Michael Devinoff, Vice President – Enterprise Head of Commercial Forecasting, Bristol-Myers Squibb
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?


Driving Behavioral Economics Insights in Healthcare through Simulation

Greg Chu, Chief Operating Officer, InTask, Inc.
Sandipa Dublish, Sr. Director Global Market Research, 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.


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.


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



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

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


Forecasting New Products & Indications in the First Two Years vs. Long Term

Jeff Tomlinson, Executive Director Analytics, Cempra


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.



Evolution Consulting

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

Amalia DeLuca, Ph.D., Consultant, 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
Lisa Courtade, Executive Director, Global Market Research Excellence, Merck
Sandipa Dublish, Sr. Director Global Market Research, Alexion Pharmaceuticals
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, US Specialty Care Lead – Business Analytics & Insights, Pfizer
Grace Samoil Reynolds, Head Market Insights, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Jeet Uppal, Worldwide Lead - Global Market Research Capabilities, Bristol-Myers Squibb

Conference Concludes