• How primary market research provides the “why” behind the market map and paints a clear picture of how the market will evolve over time
• How linking these two approaches results in core positioning strategies that are more robust today and more likely to endure as your market develops
• Qualitative and quantitative
• Needs based
• Personality based
We will also cover integrating segmentation with other forms of patient research, particularly patient journey. There will be emphasis on the reasons for doing market segmentation, how to manage a complex segmentation project and how to choose the right methodology. This workshop will be particularly helpful for clients who have been dissatisfied with typical attitudinal/cluster analysis segmentation projects.
As seen on Forbes, at Beckers and on LinkedIn, Dr. Luke works privately with leading pharma and device companies teaching even the most experienced of sales teams how to identify who the true decision maker is in the ACO model, the inner-workings of the board room, spending limits, developing internal champions and the not-for profit secret that few sales teams capitalize on.
Everyone has a story of how powerful insights were unrecognizable in the final marketing activation. See how critical insights for major brands live long after the research is over. Discover how utilizing human centric frameworks can guide brand and marketing teams in activation and operationalization of insights while creating alignment and driving business impact.
Top 3 Take-Aways:
1. Understand why human centric frameworks should live in each of our toolkits
2. Learn how frameworks leverage your consulting, synthesis, and story skills
3. Identify ways to leverage frameworks to drive broad alignment in your organization
You also get lower cost and greater speed with this plan. A cohesive integrated strategy often includes an Online Community at the heart of the research, where respondents are grounded in the topics and can easily move between activities such as diaries, in-office audio recordings, creative groups, surveys and more.
The integrated approach we will present starts with a complete view of what you need to understand about your patient and care partner markets, i.e., their touchpoints with the healthcare system. They also are increasingly in touch with retail and alternative healthcare as well as retail health delivery where relevant, with health plans and support groups.
We will demonstrate how to combine segmentation with patient journey, and with the buying process and patient flow to provide a consistent and more comprehensive package of insights and recommendations for marketing.
All aspects of the integrated strategy are tied to an understanding of the psychology of the patients, the anthropology of cultural differences, and the sociology of the disease and language analytics. Join us to see case studies and understand how to develop a patient research strategy.
Despite the fact that a variety of programs exist to help with this challenge, many families choose not to participate. Why is that? What are the barriers to participation, and how can they be overcome? This case study explores how service providers can increase access to the interventions they offer families facing food insecurity.
there is no reliable third party source for net prices, the complexity of the supply chain can obscure the relative market share of key customers, and of course there are limited budgets for granular prescription audits.
However, it is possible to build a high-level picture of the market beyond the prescription audits, using publicly domain information, supply chain/customer demand data, ERP data and other sources.
In this session, we will explore sources and approaches to generating market insights in generics, including:
• The wealth of data in SEC filings
• Trade magazine treasure troves
• Mining news nuggets for metrics
• Earnings call insights
• Prescription audit prognostication
with the challenge of ensuring that they handover all relevant product data including analytics, trials results, data supporting outcomes and payer discussions and special considerations if any related to logistics of the product. This need led to the development of a tool that enables the global strategy team to provide information in a navigable format and in line with the Launch Excellence framework.
Of course, these are also an important component of a multi-channel marketing strategy for most brands. In this session, we will be discussing the topic of User Experience (sometimes referred to as UX) and Usability specifically as they relate to digital assets (such as websites, apps, and other digital tools). We’ll cover what UX is, why it is important, and walk you through a case study, focusing on a specific UX tool that was used to help design a website.
Testing those messages to arrive at the optimal brand story can be onerous. All too often, brand teams are forced to sacrifice potentially good messages to fit constraints imposed by traditional research methods.
What if there were a better way? Fortunately, there is.
Using a case study from a top global pharmaceutical company, this session takes a deep dive on StoryOPT, an innovative approach to brand story optimization. We will discuss how this approach employs adaptive techniques to test as many as sixty (60) individual messages in a series of simple exercises, and then applies statistical models to score and identify the most impactful combination of messages for your brand story AND the best order in which to communicate them.
In this talk we discuss ATU challenges from the perspective of the client and the supplier, and provide advice for how to get the most out of these programs. We will identify best practices and methods from behavioral economics (BE) and other psychological models of behavior for reaching deeper insights. We’ll also explain how to add elements that take ATU insights further than they’ve traditionally been able to go. In short, we’ll help you learn to love your own ATUs.
In this talk, we share the 5 most important lessons from recent work to build a revenue forecast model for a novel anti-tumor agent. Close collaboration of consultant and client team members was key to building confidence in the eventual model output by ensuring that strengths and weaknesses of available data sources were fully understood, survey questions sought empirical anchors for key revenue drivers, and all model assumptions were explicit and flexible.
It’s therefore more important than ever to hone in on 3-4 messages that most drive interest in your brand. The problem is that traditional message recall studies fall short in identifying which messages stick and which have impact. In this session, find out why measuring message stickiness is important and what insights you can glean by leveraging gamification.
In a new, innovative technique – quick decisions uncover extraordinary actionable, results.
It’s critical to ensure you understand your client needs and expectations before designing your approach in order to maximize the utility of this tool. How the right “who’s, what’s, when’s and why’s” make all the difference.
This intention-behavior gap makes it challenging for pharmaceutical brands to identify the most motivating insights to ground foundational marketing strategy and to anticipate reactions once a product and messaging are in-market. Join Dawn Palace and Liz George of Market Strategies International-Morpace as they share qualitative success stories that demonstrate how to close the intention-behavior gap for patients and physicians. You’ll learn how to 1) tap into a patient’s inner monologue vs. public voice; 2) deal with overstatement of HCP product adoption; and 3) talk with patients and HCPs on their terms to encourage more realistic responding and insights. At the end of the session, you’ll leave with real-world tactics to solve a real-world problem.
The results revealed what is needed to change and shape patient and public perceptions and policy that will directly benefit patients. Brandstage is a unique, innovative, immersive, collaborative experience using strategically structured improvisation and moderated discussion to unlock unexpected and transformative insights.
With this increasing role, the FDA recently established the Patient Engagement Collaborative to strengthen relationships with patients and ensure input into medical product development and other regulatory issues. Following suit, Pharmaceutical and Biotechnology companies are also increasingly recognizing the need to infuse the voice of the patient and caregiver into strategic marketing decisions.
To adjust to these trends, it is becoming increasingly important for brand teams to access, and obtain feedback from these healthcare consumers, quickly and efficiently. One way to do so is through online patient communities. Over the past few years, online patient communities have emerged as a way for people to find resources and engage, and as a way for the industry to learn and leverage for marketing research. With the diverse range of approaches and philosophies that these communities are built on, it can be confusing for marketing researchers to determine which approach is best applied in a given situation.
In our session, Health Union will examine different viewpoints on the definition and role of patient communities, as well as panels and advisory boards, and provide a perspective on the benefits and potential limitations of each approach – including a credible point of view on what constitutes an authentic patient community based on its own successful community model. Health Union will also highlight how each approach aligns with different market research and brand decision making rationale, along with implications for timing, investment, and level of client involvement.
Blinded cases studies will highlight the role of the various patient insight methodologies obtained through different types of communities, and the value that pharmaceutical researchers and brand teams can realize from obtaining and leveraging “true” patient insights. We will demonstrate how tapping into organic patient conversations, with real-world garden-variety patients enhances decision making capabilities. The approach outlined will clearly show how researchers and brand teams can spend their time focusing on developing the patient engagement strategies that meet patients where they are — and meet their business objectives — without needing to manage content creation for patient market research approaches.
What one culture might use to describe high levels of pain could have an entirely different meaning in another country. Whether it be different countries, religions, or races, people commonly stick to communicatory patterns when speaking about their health in their natural language. While these differences can have a negative impact on the patient during the diagnosis and treatment stage, there are opportunities for brands to support these patients locally and globally.
The presentation will examine the patients’ challenges, and will recommend ways to make clinical trials more diverse and representative of those affected by certain conditions.
Adaptive marketing optimization allows the customer to tell us what they want to hear about your product, leading to a stronger positioning platform and more effective communication. In-market experience shows that optimized marketing messaging leads to improved sales performance.
The MCDA is a decision-support tool that facilitates decision-making involving multiple dimensions or criteria. It is a systematic approach with flexibility of incorporating both qualitative and quantitative data, handling very small sample sizes, and integrating self-explicated conjoint in evaluating the various decision scenarios and options.
Our comparative assessment shows the evaluation of a traditional market landscaping and TPP testing study vs the market landscaping and TPP testing study using the MCDA versus a traditional conjoint study. Not only will we show the pro’s and con’s of the MCDA approach, we will also address the added value and applicability of this approach may bring for decision makers in the area of MedTech, orphan diseases and or other niche areas.
This makes conducting research a difficult, time consuming and expensive affair.
Recent technological advances and the innovative approach of some of the worlds’ biggest tech companies have made VR and AR technology practical and cheaper, and as a result, significantly more accessible than ever before. While current applications are mostly limited to entertainment and media consumption purposes, they are in turn contributing towards bringing virtual technologies to the mainstream.
The times are changing, however. Virtual reality (VR) and wearables have the potential to dramatically improve how market research is conducted in the healthcare field. Imagine a VR-enabled future where researchers and respondents never have to leave the comfort of their own home or office.
Implementation of the technology in the healthcare market research field could push it forward by leaps and bounds. Think real-time access of patient and doctor interactions to researchers or the first-person view of a new medical tool through novel usage of VR as well as AR and live-streaming capabilities.
This can be further complemented with the use of health monitoring wearables, which can enhance data collection methods when utilized along with supplementary assets such as physician notes, web searches, online healthcare purchases, social media, etc.
Yet another recent development presents opportunities hitherto unavailable to researchers. The passage of the 21st Century Cures Act in 2016 could entirely alter the healthcare market research landscape. The act necessitates federal agencies and healthcare providers to electronically maintain data pertaining to healthcare as well as develop treatments and drugs by considering patient perspectives.
Access to this massive respondent-approved or patient/doctor approved dataset will make traditional dataset come to life and result in quicker and much deeper insight gathering.
With a focus on offering easy access to healthcare professionals through data centralization, Borderless Access’ advanced analytics-driven DIY programmatic project management suite with heat maps, predictive analytics, and machine learning, cleverly designed to streamline the process of healthcare market research keeping in mind the future of healthcare market research.
This is just the beginning…
More and more, marketing research teams are using social media research – combined with traditional primary research techniques – to provide a deeper understanding about market activity. This presentation will focus on several important points:
• The expansion of social media research in healthcare, and some of the more interesting ways that companies are getting value out of social analytics
• Limitations and pitfalls of social research, with insights into how to optimize your research design
• How companies are benefiting from the integration of social and traditional research, with a focus on better understanding who your audience is and how to interact with them
• Case study examples of integrated insights that helped to propel market advantage
The major trends causing turmoil today are retailization and digitilization of healthcare, the metabolic and opioid crises and the unsustainability of our present system. The failure of government and the healthcare system to make significant progress against the metabolic epidemic is setting up a wave of future healthcare complications in cardiology, ophthalmology, pain, neurology and nephrology (among others). The world urgently needs obesity and non-addictive pain treatments that work. The primary care to specialty care ratio in the USA has created a vacuum in population healthcare management which is rapidly being filled by private enterprise and retail entities. A uniquely American response to the situation is unfolding and may form
something of a model for other industrial countries. Join us for this review of the future and how it will affect you, your research and your companies.
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.