Tuesday, February 13, 2018
Wednesday, February 14, 2018
Thursday, February 15, 2018

Registration & Breakfast: Caffeinate, Nosh & Say Hello

Putting Patients at the Heart of Your Physician Research

Tim Deckman, Vice President and Chief Marketing Scientist, RG+A
Ellen Gordon, Senior Vice President and Head of Research, RG+A

This workshop will focus on the importance and impact that patients have on driving physician treatment decisions.

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?

Refreshments Break

Practical Applications of Pharmaceutical Pricing Approaches

Laura Mace, Ph.D., MBA, Engagement Manager, Lifescience Dynamics
Andreia Ribeiro, Ph.D., Engagement Manager, Lifescience Dynamics

• Importance of price optimisation

• 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

    o Early access schemes
    o Risk sharing

• Global price optimisation

    o Pricing corridor
    o Floor price

Networking Luncheon

Understanding Pharmaceutical Markets

Amanda Buonopane, Research Director, Segmedica Inc.
Peter Simpson, Principal, Segmedica Inc.

Market Research generally operates in two modes (sometimes within the same project). One mode is solving problems and meeting opportunities.

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.

Masterclass Workshops Conclude

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

Chairpersons’ Opening Remarks

Keynote: Daring to Believe in a Cure and Why the Belief is Justified

Adelene Perkins, Chair and Chief Executive Officer, Infinity Pharmaceuticals

Keynote: Orchestrating Future-Looking Capability in Insight

Analia de la Fuente, Vice President & Global Head of Patient Ecosystem Insights Practice, UCB

Refresh & Connect in Exhibition Hall

Physicians Panel: Testing Innovative MR Methodology With Physicians

Moderator: Rafaat Rahmani, President, Lifescience Dynamics
Co-Moderator: Pharma Representative TBA
Panel of Physicians TBA

Delving into doctor – market researcher interactions and relationships.

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.


Design Thinking - How to Bring into Pharma MR Methods and Instruments
Arvind Balasundaram, Head, Global Customer Insights, Sanofi
Combining Multiple Primary & Secondary Databases and Sources of Info for Better Insights
Igor Rudychev, Sr. Business Insights Director, AstraZeneca
Major Trends in Oncology Market Research
Lillian Cao, Director, New Product Planning, Taiho Oncology
Why Do I Have to Deal with Procurement?
Terri Boyd, Procurement, Market Research, Janssen
DIY Proactive Analytics
Wasse Alemayehu, Director, Shire Pharmaceuticals

Networking Luncheon



“There’s an App For That”

Kathleen Pearson, Senior Director Lilly Market Research, Lilly
Bill Pilat, Market Research Director, Lilly
This session will explore how Lilly is bringing in new capabilities to allow our researchers to better fill their role of integrating for insights.


Physician-Patient Interaction and the Impact on Adherence and Persistence in Oncology

Amanda Buonopane, Research Director, Segmedica Inc.
Laurel DiBrog, Chief Marketing Officer, Roswell Park Cancer Institute, Buffalo, NY
Donna Simpson, Principal, Segmedica Inc.

Drawing on our broad experience in this field and our psychological and neuroscientific skills, we will jointly present a

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.


Next Generation Message Recall Studies

Dr. Venky Jagannathan, Principal, Strategic Research Insights (SRI)
Client Co-Presenter TBA


Your Brand Is Not Too Mature for Segmentation!

Most brand teams are faced with the reality of smaller budgets as their brand evolves into the mid-late stages of its lifecycle.

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.

Nilesh Bhutada, Ph.D., Senior Analyst, Takeda Pharmaceuticals
Caroline Brennan, Vice President, Life Sciences, Market Strategies International



Navigate the Evolving Challenges and Opportunities around Value-Based Contracting

Josh Plumb, Senior Director, Payer Marketing, Intarcia Therapeutics


Beyond the Patient Journey: Mapping the Sickle Cell Ecosystem

Steve Martino, Co-Managing Partner, M Health
John Surie, Customer Insight Director, M Health

By tracing a more or less linear course through the care environment, Patient Journey research provides foundational understanding of patient flows, decision points and care gaps.

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.


How Oncologists Act: Unlocking Cancer Treatment Decision Pathways

Roger Green, President/CEO, RG+A
Client Co-Presenter TBA

Complex diseases present particular challenges in identifying inflection points for treatment decisions.

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.


Portfolio Analysis - Choosing Your Communication Strategy

Tom Nolte, Director and Head of Business Analytics, Research Partnership

Portfolio Analysis and Optimization concentrates on determining the impact that multiple assets within therapeutic categories, and the marketing of these assets, has on overall strategy.

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.



Understanding and Improving Diagnostic Pathways in a Rare Disease

Rebecca Gould, Executive Vice President, Fulcrum Research Group
Tim Mooney, Associate Director, Market Insights, Alnylam Pharmaceuticals

Successful launch of a rare disease therapy often requires a deep understanding of the path to diagnosis.

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.


Improving Immunization Rates through Behavioral Interventions

Will Leopold, Account Director, Life Sciences, CMI
Pfizer Co-Presenter

Improving vaccination adherence has become an increasingly important issue facing the public health system.

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.


Swipe Right, Swipe Left - Subconscious Decision Making Among Physicians

Fred Church, Director, Healthcare, SKIM
Alex Gonzalez, Senior Analyst, Healthcare, SKIM

Everyone is under pressure in today’s busy world. In demand. Multi-tasking. Short of time. And increasingly reliant on the mobile devices that dominate our daily lives.

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!


Leveraging Social Media Listening as Part of the Patient Ecosystem

Colleen Welsh Allen, Vice President, Qualitative Services, Kantar Health

In this presentation, we'll discuss how social media listening (SML) allows us to better understand the patient.

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.

Refuel & Rejuvenate in Exhibition Hall



Finder's Keepers: Translating Short-term Research Into Long-term Strategic Value

Andrea Geppert, Sr. Product Manager, Strongbridge Biopharma
Dave Taylor, Senior Director, Research, Inspire

One of the most prevalent questions asked in the research industry is: What did the client do with the results of the research?

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.


Leveraging Patient Insights to Unlock a Brand’s True Potential

Dani Heywood, President, Branding Science
Client Co-Presenter TBA

The incredible strides in innovation that we are witnessing in the pharmaceutical industry do come with a toll on the opportunity for specific brands to be a commercial success.

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.


Needs and Segmentation: Optimizing Targeting Success

Cindy Tullis, Sr. Vice President, Directions Research
Scott Wright, Vice President, Directions Research

Even with access to stronger targeting tools and cutting edge research, marketers are often at a loss as to who they should be targeting and which messages they should be delivering.

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.


Visualizing Chart Audit Data

Steve Bell, Senior Partner, AplusA Bell Falla

This presentation will show how to visualize data from a patient chart study in a compelling, interactive Flash application.

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.



Behavioral Economics Applications to Market Research

Renata Alves, Sr. Manager, Business Analytics and Insights, Pfizer
Michael Kostelansky, Director Market Research, Business Development, Daiichi Sankyo, Inc.
Scott von Lutcken, Director, Global Customer Insights, Merck
Jigisha Shelat, Director, Customer Insights, Bristol-Myers Squibb
Heather Turkoz, Associate Director, Market Research, UCB


Measurement of Business Impact of Insights

Alexine Tranquada, Team Leader, Merck
Naiyer Azam, Director, New Product Planning, Kyowa Kirin International plc
Jas Kahlon, Commercial Insights & Strategy, Consumer Lead, Janssen
Ken Kirsch, Senior Manager, Market Intelligence, Jazz Pharmaceuticals plc
Michael Luciano, Sr. Insight Manager, Respiratory Biologics, AstraZeneca


How to Generate Actionable Insights From Multiple Data Sources

Igor Rudychev, Sr. Business Insights Director, AstraZeneca
Glenn Grossman, Director, Global Forecasting, Sanofi
Michael Henrick, Director Commercial Operations, Medac Pharma
Marjorie Reedy, Director, Digital & Consumer Innovation, Merck
Chris Sepe, Director, Business Insights, Bayer HealthCare


Using Your Grey Matter: When the Market Research Does Not Come Out Black and White

Judy Droar, Director, Ipsen
Kumar Kantheti, Exec. Director, Commercial Insights & Salesforce Operations, Noden Pharma USA Inc.
Mike Moran, Vice President - US Head of Sales, Eagle Pharmaceuticals, Inc
Anita Natzkova, Director Research Insights and Business Intelligence, Growth Markets, Teva Pharmaceuticals
Kanchan Vaidya, Deputy Director, Global Market Research, Oncology, Bayer HealthCare

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

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



Ipsen Biopharmaceuticals: Traditional ATU vs Patient Records - Tradeoffs

Paul Saatsoglou, Vice President, Business Analytics, Commercial Strategy & Operations, Ipsen

Primary Market Research, both qualitative and quantitative, has served the pharmaceutical industry well over the past 60 years, but what lies ahead?

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?


Real Expression in the Virtual World: Avatar-Based Focus Groups Help Caregivers of Alzheimer’s Patients Open Up About Daily Struggles

Lauren Altman, Senior Vice President, Lieberman
Joaquin Garcia-Lopez, Associate Director, Global Market Research, Janssen Global Services LLC

In this study, we uncover the emotions faced by caregivers of Alzheimer’s patients who experience agitation and aggression.

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.


Don’t Inform. Align.

Kim Bowers, Vice President, Group Leader, Brädo Creative Insight
Steve Schafer, Senior Director, Brädo Creative Insight

The research is done. Thousands of dollars and hundreds of hours have been spent planning, executing and analyzing. Insight is achieved.

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.


Reality vs. Recall: What Doctors Say They Do and What They Actually Do

Angela Olivier, Director, Client Services, Verilogue

Meta-analysis of over 500 qualitative interviews and real exam room behaviors.

Identifying the major gaps between physician perception provided during qualitative interviews and their real behaviors as witnessed within the exam room.




Amalia De Luca, Ph.D., Consultant, Lifescience Dynamics
Andreia Ribeiro, Ph.D., Engagement Manager, 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


Social Listening, Inside the Unstructured Focus Group: A Methodology For Turning Noise Into Brand Insights

John Lauria, VP Client Services and Co-Founder, LCN Consulting

With the proliferation of social media sites, a vast opportunity exists for collecting brand insights from this unstructured focus group.

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.

Key Takeaways
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.


Driven From the Gut: How Empathic Connection Drives Winning Ideas and Strategies

Tim Urmston, Founder and CEO, Seek

Every brand strives to create products, messages and strategies that resound with their customers, but after years of

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.


Rare Patient Research: Dos & Dont's

Michael Heasley, M.A., M.S., Partner & Chief Research Officer, Evolution



Clarity From Chaos – How to Use Advanced Analytics to Make Smarter Manufacturing Decisions in the Face of Uncertainty

Michael Devinoff, Vice President – Enterprise Head of Commercial Forecasting, Bristol-Myers Squibb
Geoff Stamper, Director, Integration and Demand Planning, Bristol-Myers Squibb

• How do you conceptually model the vast complexities across an entire manufacturing network?

• 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?


Connecting Concepts to People

Ed Geiselhart, Director, Cello Health Insight

Market research plays a pivotal role guiding commercial organizations in transforming innovative concepts into market success.

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.


Patient Immersion: See, Feel, and Live the Patient Experience

Laura Carter-Scheid, Vice President, Phoenix Marketing International
Renu Dalal, Vice President, Client Services, Phoenix Marketing International
Client Co-Presenter TBA
A unique and innovative approach to an intimate understanding of schizophrenia patients' lives and evolving journey.


The Power of Nudge: Applying Behavioral Economics to Influence Choices – of Patients, Consumers, and Providers

Jonathan Asher, Executive Vice President, PRS IN VIVO

PRS IN VIVO has pioneered the application of behavioral economics to marketing.

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.

Refuel & Rejuvenate in Exhibition Hall



Orphan Drugs For Rare and Ultra-Rare Diseases: Challenges and Opportunities in Product Assessment

Vadim Redchanskiy, Global Strategic Business Insights, Forecasting & Analytics, Sucampo Pharmaceuticals


Dissecting the Creative Brief: How Insightful Research Leads to Impactful Creative

Laura Radosh Butt, Founder, Managing Director, LBR Insight

As healthcare researchers it is often your job to help brand teams optimize creative campaigns.

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.


Cancer Drug Compliance: Pathology, Risks and Costs

Joel Schindler, Ph.D., Senior Vice President, MarketVision Research


Mapping the Clinical Path With Real World Data

Mladen Tomich, Ph.D., Executive Director, Infectious, Niche & Rare Diseases, and Real World Data Expansion, DRG

The growing accessibility of healthcare Real World Data (RWD) has opened up previously unimaginable resources for uncovering pharmaceutical market dynamics.

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.



Big Data, Niche Indications – the Insight Paradox in Oncology

Suraj Moorthy, Sr. Director, Oncology Global Strategic Insights (GSI), EMD Serono

Progress in understanding cancer biology has led to a revolution in personalized medicine, resulting in stratification

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.


No Sugar-Coating Here - Taking on the Diabetes Challenge

Former Head of the FDA Margaret Hamburg said “Diabetes is the biggest health problem of our time…

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.

D’Arcy King, Global Head of Customer Experience, Health, Hall and Partners
Soumya Roy, CEO, US Health, Hall and Partners


Phase II Is the New Phase III: The Necessity to Think Brand Mindset From the Outset

Peggy Hirtle, EVP, General Manager, Insync


Making Brand Tracking Actionable - Using Behavioral Analytics to Understand Brand Perceptions and Drive Growth

R. Sukumar, CEO, Optimal Strategix Group, Inc.

Most companies today have a tracker in place to monitor customer perceptions of their brands.

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.


How Will Artificial Intelligence Impact Research and Intelligence Gathering
Mark Wiley, Team Leader, Market Intelligence, Consumer Insights, Aetna
It's Great to Put Yourself in Your Customer's Shoes but Getting Into Their Heads Changes Everything
Daryl Travis, CEO, Brandtrust
Dave Moore, Senior Director, Global Market Research, Lilly

The most rewarding thing a marketer can ever accomplish is to meaningfully connect their brand with deep seated customer needs.

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.

Generating Insights on a Hyper-Local Level
Megan Lund, Associate Director Market Research, Insmed Incorporated
Providing Proactive Integrated Insights - Between Market Research, Competitive Intelligence, and Forecasting. Focusing on What Really Matters to Your Organization
Millie Cason, Director, Global MS Customer & Markets Insights, Biogen
Oncology Market Secondary Data Issues and Challenges
Frank Wang, Lung Cancer and Melanoma Lead, Global Business Analysis, Novartis Oncology
The Future of Pharma Market Research: How Technology, Healthcare and Social Trends Will Change How We Do Research
John Scaife, Director, Pfizer
Research Libraries: What Works and What Doesn’t Work
Jami Krueger, Director, Global Insights, Align Technology

Networking Luncheon

Prize Announcements

Attitudes, Emotions and Bad Science

Peter Simpson, Principal, Segmedica Inc.

In this short session we will review what is known of the neuroscience of decision and behavioral drivers and suggest that our methodologies need to progress beyond “rational and emotional” drivers to a more insightful and executable level.

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.

PMRC Award of the Year

We are honoring the best of the best with the first ever 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

Praveen Advani, Commercial Insights & Strategy Lead – US Diabetes, Janssen Pharmaceuticals
Lisa Courtade, Executive Director, Global Customer & Brand Insights, Merck
Sandipa Dublish, Senior Director Market Research Inflammation & Immunology, Celgene
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, Business Analytics and Insights NA Lead, Pfizer
Grace Samoil Reynolds, Global Market Insights H/O, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Jeet Uppal, Worldwide Lead - Global Market Research Capabilities, Bristol-Myers Squibb

Conference Concludes