In this workshop attendees will be challenged to think differently about how research might be constructed and executed if patients, rather than physicians, are the center of focus.
This workshop will cover the following topics:
1. Creating a set of detail-rich patients that makes results more generalizable and allows for greater flexibility of analyses
2. The use of secondary data and big data to inform the creation of patients
3. How and why to create tailored patients to test research hypotheses
4. Building patients to inform drivers of use
5. How and why conducting analyses at the patient level can increase statistical precision
6. Patient-based approaches to analyzing sequences of therapy
Attendees will engage in break-out activities throughout the course of the workshop which will focus on:
1. Which business questions could be better answered with a patient-based approach?
2. Which types of marketing research studies are most appropriate for a patient-based approach?
3. What considerations should researchers keep in mind when developing patients?
4. How to best determine the most important patient characteristics at the time of physician prescribing?
5. How might a patient-based approach to research improve final deliverables?
• Research approaches addressing pricing questions.
• Tool variation based on the product, its place in the product lifecycle and market requirements.
• Key pricing techniques and the best approaches for differing product needs.
• Showing both qualitative and quantitative approaches in pricing optimization.
• Qualitative techniques
• Quantitative techniques
• Reimbursement and contracting
• Innovative pricing arrangements
• Global price optimisation
This will include positioning, message development, message testing and program development. The other mode is one of insight and understanding which will include patient journey, buying process and market segmentation.
In this workshop we will review all the ways to improve our understanding of professional and patient markets, how to meld their output into a single and clear picture and use standardized models (in place of large custom modelling projects) to achieve more in less time and at greatly reduced cost.
Hear insights from a group of physicians that have recently participated in primary market research via TDIs, IDIs, FGDs or on-line surveys and interviews.
model of patient decision making and oncologist-patient interactions which will shine light on improving performance in those areas. This session will be generally extensible to other symptomatic diseases.
This challenge is even tougher when you factor in fierce competition from new entrants and generic options. When that happens, it’s common to hone targeting using “inside knowledge” in an attempt to stretch resources, which typically means continuing the ATU, doing some qual and throwing in a few ad hoc studies for good measure.
But, Takeda recently took a different approach.
Takeda conducted an HCP and patient segmentation for one of its later-stage brands using a “Purposeful Segmentation” process. Purposeful Segmentation is all about “beginning with the end in mind,” a process that allowed the brand team to truly engage with the outcomes and leverage findings across its brand planning which helped shape the brand’s strategic and marketing initiatives. The segmentation gave Takeda added confidence (i.e., with 91% accuracy) in its targeting efforts—both personal and non-personal channels—to its customers.
Join Nilesh Bhutada of Takeda Pharmaceuticals and Caroline Brennan of Market Strategies International as they share the process that gave purpose to their segmentation journey—and can give purpose to yours, too.
But the real world isn’t necessarily linear. Patients and care providers act within a complex ecosystem of interacting forces that shape the choices they make. This talk follows a patient’s journey through the Sickle Cell Ecosystem, exposing the often hidden influence of stakeholders such as employers and community groups over decisions made in the clinic.
When considering extended treatment over multiple lines of therapy – as is the case in most cancer treatment – triggers of physician treatment decisions become even more difficult to unravel. In this presentation, RG+A along with a practicing oncologist, will discuss the heuristics that order and shape how oncologists assess and treat patients. Supporting this discussion will be exploration of research-on-research results featuring in-depth interviews with physicians who treat different types of cancers.
In this paper Tom Nolte will look at how to define your communication strategy in portfolio optimization, by discussing effective synergies within a therapeutic portfolio and how to ensure that marketing resources are balanced appropriately among the brands being promoted. He will also explain how to develop a coherent and convincing portfolio story. Next, the role of KOLs and practicing physicians will be explored, including how perceptions can be dealt with through effective marketing and the potential for market research. Finally, Tom will discuss the best ways to interview KOLs, practicing physicians, and other respondents, providing examples of qualitative and quantitative approaches from behavioural economics to market mapping to demand assessments.
Rare disease awareness is often low, and physicians may focus on more common diagnoses before considering a rare disease. This can lead to delayed diagnosis or misdiagnosis and create barriers to appropriate treatment.
Market research can be tailored to assess this phenomenon and develop strategic initiatives to improve diagnosis. We describe an innovative approach to evaluating the diagnostic context for rare diseases, drivers and barriers to diagnosis, and geographic differences in diagnostic understanding. These insights can support strategic disease-specific initiatives to improve diagnosis and optimize the launch of new rare disease products.
Caregivers are under-siege with messages, both informed and uninformed, leading to decreasing adoption and vaccination program drop-out. CMI investigates how health-literacy, behavioral biases, and life events impact the caregiver’s decision to adopt and adhere. Through a proprietary process that includes qualitative techniques, behavioral constructs are uncovered and inputted into a quantitative decision pathway segmentation model (DPS) enabling us to understand the barriers and motivations that act as triggers to adoption and adherence among the various segments. This presentation will highlight the issues that can be managed through patient and physician channels utilizing strategies that impact messaging, policy, and other programs.
How can we “tap” into these new dynamics? Can we find a way to do it that “clicks” with respondents? What can enable us us to “zoom in” on both conscious and subconscious decision-making processes to deliver more representative results? If you’re wondering what the next generation of in-the-moment, on-the-move, pharma market research will look like, this presentation may have the answer. Developed in the consumer packaged goods world, this technique is innovative, intuitive and fun. Join us to learn more!
The social media environment provides vast opportunities for patients to discuss their conditions and provide and seek advice and solutions. This enables the healthcare industry to capture the authentic voice of the patient and inform more precise strategic decisions across the product lifecycle. While quantitative data is widely available via SML, Kantar Health has found that its impactful qualitative insights can best link consumers with strategy. Our unique insights about the Patient Ecosystem – how a condition affects individuals, how socio-cultural factors shape their experiences, and what roles patient advocates and support groups play in patients’ lives – allow us to hear the unfiltered voice of patients as they search for information, shared experiences, advice, empathy and support. By comprehensively examining the patient perspective, we’ve come to understand that we can be a part of the conversation that helps people with various conditions achieve better outcomes.
Oftentimes, vendors do not have visibility into the client’s action plan and cannot answer this question; likewise, on the client side, research projects are shelved shortly after completion due to shifting priorities within the group. As pharma continues its efforts to address underserved patient populations, many of which are incredibly rare and nearly impossible to access, all successfully executed research insights must be leveraged fully.
In this session, Inspire and Strongbridge Biopharma will review recent research conducted in Primary Periodic Paralysis, one such underserved group that hasn’t seen treatment advancement in years, until recently. Not only did this research have a tremendous impact on the respondents involved, but it laid the groundwork for an ongoing, dynamic partnership in which Strongbridge will support an online community. This will provide a forum for patients with PPP and caregivers, as well as allow Strongbridge to deliver targeted programming and research opportunities to this community.
As more and more brands hit ever increasingly crowded markets we must look deeper to find a competitive edge. But what if that edge was not in clinical end points but found within the very patients those end points are designed to help? We will explain how patient insights can make a meaningful difference to your brand’s value proposition and not simply be check box exercises designed to inform direct to consumer (DTC) or support services. This presentation’s intent is as a declaration of patient centricity and designed to inspire its audience to look more deeply at how the patients we are trying to help can also unlock a brand’s true potential.
Please join us for an interactive presentation in which there will be opportunity for audience participation, brainstorming and discussion.
In an ideal world, marketers would be able to understand which groups of consumers have key needs – and what those needs are. In this session, we’ll explore a methodology and show a case study that demonstrates the power of aligning an attitudinal segmentation with Jobs/Outcome research to understand who your key targets are – and aren’t.
Chart audit data are presented as a 2-dimensional statistical map with (1) patient types, (2) patient characteristics, and (3) treatment options. Patterns of points (patient types, patient characteristics, treatment options) in the map reveal new insights about how patients are treated.
As our industry keeps focusing drug discovery and development toward areas of unmet medical need such as less prevalent cancers, childhood diseases, biomarker defined CNS diseases and Rare Diseases, the classical market research methodologies are changing and rely more on patient record abstractions, smaller sample sizes and more pathway related sample selections. Is this nearly close enough to mimic a holistic patient capture approach? Is such data better obtained directly from the product users – Physicians and caregivers- vs the current sampling methodology approaches?
As pharmaceutical market researches are evaluating these alternatives, what considerations should be addressed and why? What are the tradeoffs?
See the findings as Patients build avatars of themselves and participate from home, as it compares to in-person focus groups. Respondents are more engaged and emotions are revealed faster, producing deeper understanding of the struggles faced by these caregivers.
A presentation to inform the team is scheduled – one hour, at best. Ok, time’s up. Questions are left unanswered. The team leaves without agreement on next steps or even on what was heard. Weeks or months go by and the team remains paralyzed by inaction while fresh insight dies on the vine. Sound familiar? Great research is meaningless without team alignment after the fact. In this presentation, Brädo will provide thoughts on the importance of alignment in research, and a series of guidelines that will help your teams achieve alignment, every time.
Identifying the major gaps between physician perception provided during qualitative interviews and their real behaviors as witnessed within the exam room.
• What do respondents think of the online experience?
• The client’s perspective
• A case study with both physicians and payers
For various reasons, many healthcare industry stakeholders have been relatively slow to maximize social media content missing opportunities for strategic insights. In this presentation a process to filter these social conversations will be presented and demonstrated via deliverables. Actionable outputs in the following segments, patient journey, brand sentiment, and influencer identification will be presented. Finally, the perspectives of the utility of this framework from a pharmaceutical market researcher will be discussed with the audience.
1. An evaluative framework to obtain actionable social media insights
2. Tangible examples from social media research programs
3. Perspectives of the utility of this framework from a pharmaceutical market researcher
The social media revolution has transformed the way the world communicates and will continue to play a seminal role in changing the foundational aspects of information processing. It is imperative for the modern workforce have the skills to integrate these systems in all aspects of organizational operations. Transforming social media data into integrated insights must be leveraged by market researchers to drive business success in interpreting the external ecosystem and avoid becoming antiquated.
research, R&D and customer understanding professionals are left asking, ‘so now what?’ Tim Urmston, founder and CEO of SEEK, has helped brands reinvent themselves and their innovation streams by reconnecting them with their core customers at an empathic level, and turning their gut response into deeply relevant ideas and strategies. Tim will highlight the connection between the gut and the strategic instinct, and offer tools for how to turn empathy into lasting strategy.
• Learn how to harness the power of simulation modeling to drive decision-making
• How do you account for the uncertainty of future successes/failures across a complex portfolio of products in driving long-term capacity planning decisions?
However, all too often, it enters into concept testing leveraging stimuli that was created by industry for industry. Invariably, these materials do not depict ideas in ways in which patients and health care practitioners see the world, compromising insights that guide decision-making around how best to connect innovation to people. This presentation will discuss research methods based on user-centered principles and design thinking that address this challenge, and examine the ‘ins and outs’ of smart thinking around the design and organization of stimuli for research.
Its “Nudge” unit works with marketers to better understand the underlying (and often sub-conscious) forces impacting decision making – and to identify powerful levers to drive behavioral change.
This session will reveal:
• How behavioral economics principles can help marketers to better understand “irrational” decision making behavior and create more effective communications
• How small “Nudges” can drive choice decisions far more efficiently and effectively than more expensive, traditional (and rational) marketing efforts
• How companies and health care providers can apply a disciplined process for identifying and executing “Nudge” opportunities with case studies included from our engagements
This learning will have implications for encouraging compliance, wellness choices and staff interactions to enhance patient experience.
Did you know the campaigns you are testing are only as good as the creative brief they were developed from? LBR Insight researchers are experts at creative optimization research because we hail from advertising agencies ourselves. In this presentation we will show you how the research you do can impact the creative brief to provide more empathetic, insightful, and breakthrough creative. It might sound like Marketing 101, but until you have been responsible for a creative brief yourself, you can’t imagine how poignant they need to be, and how great insights can be the difference between a great campaign and one that goes unnoticed.
Despite the increasing availability of RWD, its utilization remains extremely challenging. The data is expensive to buy, laborious to process, and requires a great deal of analytical and therapeutic expertise to turn into meaningful, actionable insights. But done right, RWD has the potential to boost brand performance, fine-tune commercial strategy, tease out subtle market nuances, and unlock hidden opportunities. In this session, DRG’s Mladen Tomich, Ph.D., will explain how US claims and EHR data can be used to create a detailed roadmap of the treatment journey and provide understanding of the therapeutic landscape for a disease.
of the cancer populations into ever-diminishing niches that individually have limited commercial potential. At the same time pharma companies are investing significantly in the promise of advanced analytics of big data sets, in the form of EMRs, clinical trial data, and social/digital media activity. A product launch in an ultra-orphan setting can require tough trade-offs on where to invest limited dollars for maximum impact. This presentation explores the role of the Business Excellence/Strategic Insights function in helping make good investment decisions in the increasing number of such situations.
We spend $245 billion annually on it in this country and yet most patients are not achieving their goals.” This is happening despite a deep understanding of the causes and consequences of diabetes, and a plethora of drugs to treat it.
Why is this? It’s not because people diagnosed with or at risk for diabetes don’t want to be healthy. On-going research and real-world experience suggest it’s because people with diabetes need something ‘beyond the pill’ to help them manage their condition. To deliver what they need when they need it, we must first understand patients’ lived experience with diabetes.
Hall & Partners and our clients have found that traditional research methods fall short in helping us to understand the diabetes patient journey in all its complexity and emotional nuance. Through a case study format, we’ll describe a new way of thinking about this problem together with a new approach for addressing it.
While this is necessary and a healthy best practice, such trackers in many instances have become a dashboard that is viewed quarterly with little actionability. Most of these trackers are great at monitoring perceptions but are not designed to capture the ‘why’s’ behind those perceptions.
OSG’s proprietary ASEMAPTM platform used behavioral analytics to understand the reasons behind the brand perceptions by identifying how brands perform on things that matter most to customers. Identifying needs gaps and assessing the competition on these key drivers on a periodic basis provides clients an understanding of what levers to pull to positively impact their brand.
In this session, OSG will highlight the challenges with brand trackers and demonstrate through a case study how we partnered with a client to not only monitor but also positively impact brand health.
This requires marketers to truly understanding customer motivations that often arise from the subconscious – mental models and heuristics – beyond the customer’s awareness. Behavioral science methodologies are opening up whole new frontiers that equip and enable market researchers to discover and understand unarticulated customer motivations like never before. Learn how to apply social and behavioral science disciplines to reveal invaluable, unrealized streams of insight.
The field is evolving rapidly and a blend of ancient thinking, 18th century natural philosophy and recent discoveries about the brain put us in a position as researchers to up our game.
Attendees will vote on their favorite presentation and the winner will be announced at this time. The winner will have a few minutes to accept the prize and summarize the key points of their award-winning talk.