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

The Growth of Value-Based Contracting and the Role of Market Research

DuckerFrontier

The increasing prevalence of value-based contracting requires a shift in mindset and approaches across company functions.

This session will describe the evolution of value-based contracting, different types of contracts, and the role that market research can play in determining opportunity and competitive positioning.

Refreshments Break

Are You Working with the Right KOL?

ThinkGen
MedSurvey

Networking Luncheon

Personality Based Tools for a Universal Understanding of Global Healthcare Markets

xsperient | Segmedica

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

Masterclass Workshops Conclude

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

Chairpersons’ Opening Remarks

Keynote: Connected Health at the Speed of Life

Google

Keynote: Innovation Trends in the New Decade

BioLabs@NYULangone

Refresh & Connect in Exhibition Hall

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

Bayer
Jazz Pharmaceuticals
Pfizer
Merck
Bristol-Myers Squibb
Merck

“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
Customer Journey Insights & Best Practices
Biogen
ROUND TABLE 2
Importance of Preferred Suppliers – What About Innovation?
Johnson & Johnson
ROUND TABLE 3
Using Market Research Insights in Forecasting
Roche Diabetes Care
ROUND TABLE 4
How to Incorporate BE into your Projects
Merck
ROUND TABLE 5
Patient Centricity
Pfizer

Networking Luncheon

Solutions to Add to Your Toolbox

SESSION 1

Qualitative Post-Launch Tracking in a Rare Disease

Lifescience Dynamics

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

SESSION 2

Behavioral Economics for Brand Strategy

Strategic Research Insights (SRI)

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.

SESSION 3

360° Insights with Point-of-Care Immersion Research

Escalent

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.

SESSION 4

How to Write Segment Personas

AplusA Bell Falla

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.

Tales from the Pharma Trenches

SESSION 1

Oncology New Product Forecasting: Snags and Suggestions

Novartis

SESSION 2

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

DSM Nutritional Products

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

SESSION 3

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

Roche Diabetes Care

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.

Think Labs: Navigating Critical Challenges

SESSION 1

Adherence and Persistence – Understand it – Fix It!

xsperient | Segmedica

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.

SESSION 2

Two Buzzwords with One Stone: Mobile and Agile

Research Partnership
Merck The presentation will focus on the topic of agile: what it is, why it is important, and our interpretation of it; and highlight mobile methodologies as one of the ways we’re bringing the principles of agile into market research.

SESSION 3

Brands and the Decline of Meaning

M Health
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?

SESSION 4

Using BE and AI to Improve TPP Research

Fulcrum Research Group

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.

Refuel & Rejuvenate in Exhibition Hall

Unlocking the Puzzle

SESSION 1

Upgrading Message Testing with the Power of Passion

Lieberman
Ironwood Pharmaceuticals
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.

SESSION 2

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

Adelphi Research

SESSION 3

The Challenges of Working with Target Lists

MedSurvey
Alkermes

SESSION 4

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

Cello Health Insight

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.

Advancements & Innovations

SESSION 1

The Science Behind a Better Launch

Insync
Verilogue

There’s a lot of time and money that goes into preparing and executing a launch.

And a lot of things are measured to determine its success: uptake, projected patient types, buzz generated, segmentation.

All of them combined give you a detailed picture of what’s at play, but it’s an incomplete picture. What’s missing is the measure of moments: the ones that shape a patient’s or an HCP’s impressions of a brand before the launch is even underway, the moments that follow the launch, that solidify those impressions and inform the decisions being made.

And that’s why Insync and Verilogue have teamed up to develop “Launchology”: the science behind a better launch. A discipline that leverages the power of the social science giants on whose shoulders it stands, but that exists solely to optimize your brand strategy and execution..

SESSION 2

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

W2O

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.

SESSION 3

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

ThinkGen
Horizon Therapeutics

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.

SESSION 4

The Hope and the Hype of AI in Healthcare

Brandtrust

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.

ENGAGEMENT: HIGH LEVEL DEBATE AND DISCUSSION

SESSION 1

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

Teva Pharmaceuticals
Merck
Novartis

SESSION 2

Evolution in Market Research Due to Digital Era

Johnson & Johnson
Merck
Novartis
Merck
GlaxoSmithKline

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

Merck
Regeneron
Bristol-Myers Squibb
Merck
Sunovion
Takeda

SESSION 4

Best Practices in Relationship Building and Setting Expectations with Research Agencies

Jazz Pharmaceuticals
Jazz Pharmaceuticals
Merck
Otsuka Pharmaceuticals

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

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

Keynote: The Future Market Research

Lifescience Dynamics

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
  • “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
    Novartis
    ROUND TABLE 2
    Doing More With Less, Navigating Tight Budgets
    Janssen
    ROUND TABLE 3
    Growth and Future of IDN-owned Specialty Pharmacies
    Janssen
    ROUND TABLE 4
    UX Research, CX Research, and Traditional Research – What Are the Lines of Differentiation?
    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

    NAXION

    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.

    SESSION 2

    Speech Emotion Recognition 101: The Power of Voice in Healthcare

    inVibe Labs

    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?

    SESSION 3

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

    ZoomRx

    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.

    SESSION 4

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

    Intarcia Therapeutics
    BEESY

    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.

    Refuel & Rejuvenate in Exhibition Hall

    Insights & Actions

    SESSION 1

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

    Pfizer
    Borderless Access

    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.

    SESSION 2

    Transform or Be Left Behind

    Hall & Partners

    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.

    SESSION 3

    Designing Your First Nudge

    BVA Nudge Unit

    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.

    CASE HISTORIES: SHARING EXPERIENCES AND EXPERTISE

    SESSION 1

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

    Regeneron

    SESSION 2

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

    Janssen

    SESSION 3

    Sustainability Modeling: A Framework for Strategy and Business Development

    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

    Bayer
    Jazz Pharmaceuticals
    Pfizer
    Merck
    Bristol-Myers Squibb

    Conference Concludes