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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.
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
• 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
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.
for the Commercial Plan, with investors, shareholders, the Board of Directors, and for future sales.
• Major New Developments
• Preparing for the Future
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.
Round table discussion of key topics:
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.
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.
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.
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.”
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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?
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.
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.
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.
• 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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!
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.’