Agenda

MASTERCLASS WORKSHOPS
Tuesday, February 4, 2020
CONFERENCE DAY 1
Wednesday, February 5, 2020
CONFERENCE DAY 2
Thursday, February 6, 2020

Registration & Breakfast: Caffeinate, Eat & Say Hello

A FRAMEWORK FOR SUCCESS IN DIGITAL HEALTHCARE SOLUTIONS: CHOOSING THE RIGHT APPROACH IN THE RIGHT CONTEXT

Presented by DuckerFrontier

Refreshments Break

Are You Working with the Right KOL?

Presented by MedSurvey and Think-Gen

Networking Luncheon

Personality Based Tools for a Universal Understanding of Global Healthcare Markets

The time has come to look at how we understand Pharmaceutical markets in a whole new way.

Personality is the primary driver of all behaviors and the elements of personality are the same all over the world. By applying psychology and neuroscience, anthropology, sociology and linguistics we can create models which predict healthcare decision processes in HCPs and patients.

Employing this approach has profound implications, including:

• A restructuring of how we design research
• Having common segmentation models of HCPs and of patients which can be applied to all conditions and research objectives
• Changing the role of segmentation, positioning and message development projects and liberating budget for more advance types of research
• Providing tools for smaller companies and for rare and ultra-rare markets which are effective and affordable
• A fresh approach to understanding and remediating non-compliance and the nine month drop off in persistence
• Bringing Pharmaceutical companies and their sales forces closer to HCPs and patients
Join us to see the tools and research results which point the way to a whole new level of research impact

Presented by xsperient | Segmedica

Masterclass Workshops Conclude

Registration & Breakfast: Caffeinate, Eat & Say Hello in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: Connected Health at the Speed of Life

Presented by Google

Keynote: Future of Pharma

Refresh & Connect in Exhibition Hall

From the Boardroom: Striving for (Near) Perfect Vision in 2020 for Market Research

Presented by Bayer, Bristol-Myers Squibb, Janssen Pharmaceuticals, Jazz Pharmaceuticals, Merck, Pfizer, and Purdue Pharmaceuticals

“ASK THE EXPERTS” INTERACTIVE ROUND TABLES

(Explore and capture the power of participants’ insights and experiences and exploration of these topics in this fun and informal environment in small groups.)
ROUND TABLE 1
Role of SI&A in Patient Services Analytics

Presented by Novartis

ROUND TABLE 2
Customer Journey Insights & Best Practices

Presented by Biogen

ROUND TABLE 3
Importance of Preferred Suppliers – What About Innovation?

Presented by Johnson & Johnson

ROUND TABLE 4
TBA

Presented by Regeneron

ROUND TABLE 5
Using Market Research Insights in Forecasting

Presented by Roche

ROUND TABLE 6
How to Incorporate BE into your Projects

Presented by Merck

Networking Luncheon

Solutions to Add to Your Toolbox

SESSION 1

Qualitative Post-Launch Tracking in a Rare Disease

1. Context, background and objectives for the study

2. Design and methodology
3. Method for data collection
4. Reporting and analysis
5. Outcome and client benefit

Presented by Lifescience Dynamics

SESSION 2

Behavioral Economics for Brand Strategy

With the advances in Behavioral Economics, it is now known that a large proportion of human decisions happen subconsciously and out of habit.

SRI’s HabitRxTM is the only full-spectrum (qualitative/quantitative integrated with Rx/APLD data) proven approach to understanding and quantifying HCPs’ habitual decision-making. SRI’s proprietary platform features a myriad of applications (prescribing, dosing, referring, switching, new product adoption, adhering to guidelines) and strategic implications (positioning, messaging, targeting) to successfully advance any pharmaceutical brand. We will present how SRI helped a client understand and quantify their physicians’ prescribing habits and how it impacted their marketing and targeting strategy.

Presented by Strategic Research Insights (SRI)

SESSION 3

360° Insights with Point-of-Care Immersion Research

Ethnographic and other forms of immersion research are powerful tools for understanding your patients' experience in the chronic (home) setting.

But what about at the point of care or for acute issues? And how do you gain similar insights into your providers? Join Escalent as they share real-world experiences conducting immersion research in office, hospital, and other clinical settings. They will identify specific instances where you can benefit from Point-of-Care Immersion as well as the types of unique insights that result from a full 360o look into your patients, providers, care teams and institutions.

Presented by Escalent

SESSION 4

How to Write Segment Personas

Deliverables from segmentation studies often include Segment Personas—vivid descriptions of individuals presented as representative of the segments.

Conventional approaches for writing Segment Personas include (1) using the segment means; (2) basing Personas on the specific members of segments who are closest to the segment means; or most commonly, (3) writing fictional Personas from scratch. However, all these approaches have significant flaws. We present a new, data-driven methodology for developing Segment Personas that is demonstrably superior to the existing methods. Our algorithm selects the set of Segment Personas that, taken collectively, best capture the variance in the overall sample on the persona-defining attributes. We illustrate our methodology using data from a real segmentation study and compare and contrast the Segment Personas produced by the several competing methods.

Presented by AplusA

Tales from the Pharma Trenches

SESSION 1

Oncology New Product Forecasting: Snags and Suggestions

Presented by Novartis

SESSION 2

Best Techniques to get to a Deeper Understanding of Consumer Behavior/Motivation

This would highlight examples of qualitative and quantitative techniques including:

• Consumer chats versus focus groups
• When to use in-person/live focus groups versus anonymous chats
• Useful ways to structure questions
• The power of branding to shape perceptions – negative and positive and how it relates to research

Presented by DSM

SESSION 3

Integrating Competitive Intelligence into Core Strategy to Better Respond to Challenges in the Generic Pharmaceuticals Business

Presented by Wockhardt

SESSION 4

"Less Filling...Tastes Great" Remember the Miller Lite Beer Commercials – or Maybe Not

With Miller Lite the you did not have to compromise between the two extremes– you got both.

In this spirit we explore the Variance…Bias trade-off in linear modeling. Optimally we would like a low variance, unbiased prediction model. There are, however, times where a biased prediction is preferred. The presentation explores when this outcome is desirable and an approach to estimate the analytic model. This is NOT a grad-school talk and the concepts will be discussed with examples and illustrations. The goal is for the client side market researcher to be able to talk with their agency partners alternate approaches to analyzing quantitative data that might be more insightful.

Presented by Roche

Think Labs: Navigating Critical Challenges

SESSION 1

Adherence and Persistence – Understand it – Fix It!

Every drug we encounter suffers a very significant drop in adherence 6 – 9 months after initial prescription.

The pharma industry spends $10B per year in DTC communication, almost all of which is aimed at patient acquisition, not patient retention.

Third party studies estimate that, in many cases (even in severe or life threatening conditions), adherence does not exceed 50%.

Especially for small molecule and high value large molecule drugs, boosting adherence to just 60% and/or deferring a loss of persistence would have a dramatic positive effect on industry profitability and investment in new drug research.

Why don’t we spend more on retention? Perhaps because we don’t know what to spend it on. We need a holistic and science based understanding of the issue.

Join this session to see robust research results on what really drives adherence and what can be done to improve it.

Presented by xsperient | Segmedica

SESSION 2

Two Buzzwords with One Stone: Mobile and Agile

Presented by Research Partnership

SESSION 3

Brands and the Decline of Meaning

The erosion of trust in traditional institutions may present an opportunity. Can pharma and medtech brands fill the “meaning gap” and strengthen relationships with consumers and healthcare providers?

Presented by M Health

SESSION 4

Using BE and AI to Improve TPP Research

While the theories of Behavioral Economics (BE) have made a significant impact on market research, the scope has been relatively limited to specific types of business questions such as messaging.

We believe BE can be applied more broadly and, when combined with the cutting-edge field of Artificial Intelligence (AI), provide the basis for even more thoughtful approaches in market research science. In this talk, we discuss how BE principles and AI technology can improve Target Product Profile research: an area where innovation has been lacking but is sorely needed.

Presented by Fulcrum Research Group

Refuel & Rejuvenate in Exhibition Hall

Unlocking the Puzzle

SESSION 1

Upgrading Message Testing with the Power of Passion

Passion - an untapped dimension - helps optimize your branded and unbranded story. A case study illustrating this new innovative dimension and how it can increase the validity of message testing.

Presented by Ironwood and Lieberman

SESSION 2

Can AI Really Add Value in Pharma Market Research? – Learnings from Real Life Cases

This session will present methods to leverage AI in market research today.

Adelphi Research will share cutting-edge AI solutions that can provide deeper insights for strategic decision making. They will reflect on their experiences partnering with global market research clients to develop and deliver these solutions, focusing on where it is best to leverage AI.

The key takeaways within the presentation will address 2 key questions:

Is AI really worth it? What applications have we used, how it benefited our clients, and what were the pain points along the way?

What caveats should you be aware of if you are going to implement the methods discussed in your research tomorrow?

Presented by Adelphi

SESSION 3

The Challenges of Working with Target Lists

Presented by Alkermes and MedSurvey

SESSION 4

What Makes an Idea Great? How Can an Organization Trust That a New Idea Will Spark Growth by Succeeding in the Market?

For decades, market research has helped organizations address these challenges by providing insights to inform decisions.

But those insights don’t always take into account fundamental considerations that underpin typical assessments based on “likes” and “preferences”, and which are better indicators of whether an idea will fly or sink.

The fields of design and user experience can help here. These disciplines are reliant on insights to guide idea creation and development, and they have developed frameworks that can strengthen the insights that market research produces. These frameworks integrate seamlessly into a wide range of market research methodologies to provide clients with a clearer understanding of value, credibility, and adoption as it relates to evaluating new ideas.

This presentation will outline such a framework built around four lenses critical to informing innovation, and how they can guide market research to produce better insights and help organizations take smarter actions and make better decisions about how to innovate.

Presented by Cello Health Insight

Advancements & Innovations

SESSION 1

First Impressions/Worst Impressions – Why Meaningful Endpoints Are Not Enough

Research has shown that it takes one tenth of a second to form an impression of a stranger just by looking at their face. In the blink of an eye, we size up the trustworthiness of an individual that we have never met.

For a pharmaceutical brand, trust in a new launch brand isn’t gained in a single micro moment, but built across a series of interactions that occur at home and in the exam room. Insync and Verilogue have joined forces, merging social sciences with the point of care, to examine how brand trust (or mistrust) is built at launch. Leveraging a proprietary combination of “in the moment” exam room dialogues with longitudinal reflective methods, we will explore the key moments that matter the most and how behavioral design can be applied to expedite brand trust and uptake at launch.

Presented by Verilogue

SESSION 2

The Evolution of Consumer Segmentation: Enhancing Targeting Insights with Social Analytics

As patients and caregivers become more involved in disease treatment, biopharmaceutical companies continue to expand direct communication with these audiences through social and traditional channels.

As these communications grow, companies are seeking better insights into who these consumers are, where they are socially present, what messages or themes are most likely to resonate with them, and how best to optimize engagement.

The goal of this presentation is to provide an overview of an innovative approach to using traditional behavioral and attitudinal segmentation techniques – and integrating social analytics – to gain a deeper understanding about consumer segments and how best to reach them. The session will include a case study that highlights how this integrated approach helps to make substantial improvements in targeting and allows marketing teams a better opportunity to optimize the impact of consumer promotion.

Presented by W2O

SESSION 3

Three Reasons Why Pharmaceutical Marketing Researchers Absolutely, Positively MUST Care About Physician Burnout

This talk will address physician burnout and the reasons this is important to include in pharmaceutical market research.

We will share details about the frequency and seriousness of the problem, the fact that morally we should make sure that we don’t make the problem any worse, and the bottom line which is that burnout can be an important segmentation variable, especially when we are marketing/market researching products that place significant burdens on physician time and effort. We will share a case study from one they are currently involved in that includes a physician burnout aspect. We will explain how and why we wanted to include physician burnout in the study.

Presented by Horizon Therapeutics and ThinkGen

SESSION 4

The Hope and the Hype of AI in Healthcare Marketing Research

As long as your customers and colleagues are human beings, business challenges will be human challenges. It’s difficult enough for human beings to understand each other. Can we really expect machines to understand us?

With a number of legacy med-tech firms, tech companies and start-ups jumping into the fray to “transform” and “disrupt” healthcare with AI, AI in healthcare continues to reside at the top of the Gartner hype-cycle. However, a series of stumbles through over-zealous claims and irrational extrapolation of big data from major players, have left many healthcare stakeholders befuddled and skeptical about the relevance of this approach in bringing better outcomes and lowering costs in healthcare. In this session, Dusty Majumdar and Daryl Travis will critically examine some recent misfirings with positioning AI in healthcare and how organizations can learn from the past to create the relentlessly relevant AI-based healthcare solutions that actually bring more of the much-needed humanity back into healthcare.

Presented by Brandtrust

ENGAGEMENT: HIGH LEVEL DEBATE AND DISCUSSION

SESSION 1

Best Practices in Relationship Building and Setting Expectations with Research Agencies

Presented by Jazz Pharmaceuticals, Merck, and Otsuka Pharmaceuticals

SESSION 2

Evolution in Market Research Due to Digital Era

Presented by Bristol-Myers Squibb, Janssen, Merck, and Novartis

Digitization in Market Research is making new means and methods available to help serve the needs of businesses.

This is not necessarily a new trend in the industry but in the last couple of years adoption of new technologies in Market Research has been rapid. The panel will focus on experts sharing which solutions have created maximum impact for companies. They will also share advise on best practices and how to choose the right technology. Finally, they will discuss how see digitization changing Market Research within the next couple of years.

SESSION 3

Importance of Behavioral Economics to Market Research

Presented by Bristol-Myers Squibb, Merck, Regeneron, Sunovion, and Takeda

SESSION 4

When in a Product’s Life Do You Start Considering Market Research?

Presented by Merck, Novartis, Taiho Oncology, and Teva Pharmacueticals

Drink, Eat & Be Merry! Casino Night (free gambling $, free raffle tickets, free fun!)

Registration & Breakfast: Caffeinate, Eat & Say Hello in Exhibition Hall

Keynote: Future Trends on Primary Market Research in Healthcare

1. Current state of play

  • Economic drivers
  • Changing client needs
  • Impact of technology
  • Impact of real world data
  • 2. Future state of PMR

  • Key drivers for the change
  • Explosion of data and real-world evidence
  • AI and machine learning
  • Presented by Lifescience Dynamics

    “ASK THE EXPERTS” INTERACTIVE ROUND TABLES

    (Explore and capture the power of participants’ insights and experiences and exploration of these topics in this fun and informal environment in small groups.)
    ROUND TABLE 1
    Market Research + Analytics = Enhanced Insights for the Business

    Presented by Novartis

    ROUND TABLE 2
    Doing More With Less, Navigating Tight Budgets

    Presented by Janssen

    ROUND TABLE 3
    TBA

    Presented by Boehringer Ingelheim

    ROUND TABLE 4
    Growth and Future of IDN-owned Specialty Pharmacies

    Presented by Janssen

    ROUND TABLE 5
    UX Research, CX Research, and Traditional Research – What Are the Lines of Differentiation?

    Presented by Merck

    IDEA LABS: GAIN NEW PERSPECTIVES

    SESSION 1

    View from the ‘Driver Seat’: New Rules of the Road for Developing and Applying Customer Behavior Models

    Driver modeling has become an indispensable tool for marketers looking to understand what motivates their brand champions and what gives lift to their competitors.

    Often misconstrued as measurement of “importance”, driver modeling is actually a set of techniques — some well-established, some still evolving — that measure “influence” in a complex competitive environment. This can be a tall order, and some techniques are much better suited to certain kinds of markets and data sets than others. For pharma brands, the challenges can be especially daunting, featuring just as much noise as signal. This talk reviews available and emergent techniques, the constraints, and the practical options – including some creative adaptations to ensure that your driver models clarify the picture rather than blur it.

    Presented by NAXION

    SESSION 2

    Speech Emotion Recognition 101: The Power of Voice in Healthcare

    Linguistic and acoustic analysis of voice can help unlock valuable audience insights for the healthcare industry - but how can insights professionals harness this power today?

    Join inVibe for an informative introduction to Speech Emotion Recognition (SER). In this session, you will learn how voice and SER research is conducted, key application areas across the lifecycle, and get a look at where voice is headed in the future. Finally, attendees will see examples of how SER can be used alongside AI and traditional research methodologies for a deeper understanding of your key customers.

    In this session, we will cover:
    1. Speech Emotion Recognition 101: Acoustics, discourse, and vocal biomarkers – oh my! Get familiar with the key elements of voice analysis.
    2. Current Applications: Hear examples from real client projects where voice has been used to provide a clearer picture of the customer landscape.
    3. The Future of Voice: Predictions and diagnostics: where will voice research take us in the future?

    Presented by inVibe

    SESSION 3

    Embracing Agility: Focused Research to Empower Insight-Driven Decision-Making in Reduced Time-Frames

    US pharma markets are constantly evolving. Facing nuanced and shifting dynamics that are often difficult to predict, teams frequently find themselves in a fix.

    Traditional market research approaches tend to be predetermined and monolithic, while existing ad-hoc research tools that prioritize speed often produce results lacking the depth needed to make truly informed decisions.

    Instead of choosing between further bloating existing, large-scale research instruments and moving forward without the necessary information, brand teams need to develop a research framework that delivers the same high quality insights at significantly shorter turnaround times. Embracing this form of agile research can enable teams to be more nimble and responsive to the demands of modern markets.

    Presented by ZoomRx

    SESSION 4

    Customer-Experience: Is the Gold Standard for Driving Customer-Centricity and Profitable Growth Voice of the Customer or Mind of the Customer?

    When game-changing technology meets behavioral science.

    Intarcia’s 6-month implant for diabetes treatment is a potential game-changer, and a product that you think would sell itself (it ensures adherence, you only have to think about it twice a year, and no more weekly injections). But that’s before you factor in human behavior! So, is the best way to ensure a successful launch to understand the Voice of the Customer, or to understand the Mind of the Customer? Find out in this practical, applied case study.

    Presented by BEESY and Intarcia Therapeutics

    Refuel & Rejuvenate in Exhibition Hall

    Insights & Actions

    SESSION 1

    Telling the Whole Story. Keeping Patients at the Heart of Research Using Technology!

    Patient-centricity is no longer just a buzzword.

    It continues to be the point of focus for the healthcare industry, with healthcare providers, the pharma and tech industries engaged in the exercise. While the world is leaning towards patient-centricity, we are still far from achieving a truly patient-centric healthcare system that’s unhindered. So, what role can market research play to make a positive contribution towards a patient-centric future and bring agility to pharma companies?
    This paper with its use case explains how the exponential increase in the adoption of smart wearables and connected devices, offers the healthcare market research industry the opportunity to improve how patients are evaluated and healthcare is provided, in a way that empowers the patient.
    Want to know more, watch out for our presentation.

    Presented by Borderless Access and Pfizer

    SESSION 2

    Transform or Be Left Behind

    The healthcare world is constantly evolving. Fast.

    Tech developments, sophisticated consumers with heightened brand expectations, shifting political landscapes are pressuring the insights industry to change too. But change is hard. To help you embrace change and stay ahead, we’ll give you a snapshot of where our industry is going and how you can bring the new into your day-to-day work.

    Presented by Hall & Partners

    SESSION 3

    Designing Your First Nudge

    Inspired by the behavioral science principles described in our book, Nudge Marketing, the BVA Nudge Unit brings you an engaging presentation aimed at those seeking to achieve greater success rates in behavioral change within the pharma and healthcare sector.

    We will show you how simple behavioral “nudges” can optimize initiatives aimed at stakeholders across the healthcare ecosystem.

    Presented by BVA Nudge Unit

    CASE HISTORIES: SHARING EXPERIENCES AND EXPERTISE

    SESSION 1

    Behavioral Science MR Case Study for a First-to-Market Biologic

    Presented by Regeneron

    SESSION 2

    Combining Primary and Secondary Data for Sr. Leadership Insights: From Targeting to Strategic Decision Making

    Presented by Astrazeneca

    SESSION 3

    Market Research Process Improvement: Transforming Janssen’s Ability to Generate Actionable Insights Through the Streamlining of Project Management, Approval and Procurement Processes

    Presented by Janssen

    SESSION 4

    TBA

    Presented by Bristol-Myers Squibb

    Networking Luncheon

    Raffle Prize Announcements

    PMRC Award of the Year

    We are honoring the best of the best with the PMRC Award of the Year.

    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.

    Summary and Key Takeaways By Advisory Board Members

    Presented by Bayer, Bristol-Myers Squibb, Janssen Pharmaceuticals, Jazz Pharmaceuticals, Merck, Pfizer, and Purdue Pharmaceuticals

    Conference Concludes