Agenda

MASTERCLASS WORKSHOPS
Tuesday, February 5, 2019
CONFERENCE DAY 1
Wednesday, February 6, 2019
CONFERENCE DAY 2
Thursday, February 7, 2019

Registration & Breakfast: Caffeinate, Nosh & Say Hello

Using Propensity Score Mapping to Evaluate Effectiveness of Promotional Marketing

Presented by Roche

Go Beyond the Map: Using Real World Data and Primary Research for Better Market Maps

• How real-world data allows marketers to map current markets for a clear understanding of what is going on

• 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

Presented by RG+A

Networking Luncheon

Advanced Market Segmentation

In this workshop we will cover the full range of segmentation techniques including:

• Qualitative and quantitative
• Attitudinal
• Needs based
• Personality based
• Standardized
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.

Presented by xsperient | Segmedica

How Pharma Can Outperform in International Geographies

Masterclass Workshops Conclude

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

Chairpersons’ Opening Remarks

Keynote: Leveraging Market Research from the C-Suite

Presented by Rafael Pharmaceuticals

Keynote: Futurist Perspective: Selling to Hospitals, Changing Trends & Moving the Conversation Past Pricing

Healthcare Futurist and bestselling author Dr. Josh Luke draws on his experience as a long-time hospital CEO to share with industry leaders how the buying process for hospitals has changed.

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.

Refresh & Connect in Exhibition Hall

Keystones: Q&A with Keynotes, Feedback from Advisory Board Members

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

“ASK THE EXPERTS” INTERACTIVE ROUND TABLE BREAKOUT GROUPS DAY 1

(Explore and capture the power of expert insights and experiences in this fun and informal environment.)
PARTICIPANTS MAY CHOOSE 1 OF 8 CONCURRENT NETWORKING ROUND TABLES
ROUND TABLE 1
Leveraging Local Market Insights to Inform Brand Strategy

Presented by Insmed

ROUND TABLE 2
Segmentation – Focusing on Feature-Benefit Values Segmentation

Presented by Roche

ROUND TABLE 3
Translating Research Into Business Impact

Learn how to reframe research data through new lenses of Peak-End Theory, Jobs-to-be-Done, Empathy and Storytelling.

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

Presented by Brandtrust

ROUND TABLE 4
Health and Vertical Integration (e.g. Aetna/CVS impact, etc.) Impact on Health Care and Pharma

Presented by Janssen

ROUND TABLE 5
Combining Multiple Market Research Sources for Better Triangulation

Presented by Astrazeneca

ROUND TABLE 6
Payer MR Best Practices

Presented by Eagle Pharmaceuticals

ROUND TABLE 7
Do It Yourself Analytics

Presented by Shire Pharmaceuticals

ROUND TABLE 8
Lessons Learned: How Can Market Research Effectively Support Business Development

Presented by Intercept Pharmaceuticals

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

Global Segmentation for a Pre-Launch Product: A Unique Perspective

Presented by Strategic Research Insights

SESSION 2

Do You Have an Integrated Strategy for Patient Research?

An integrated strategy is a holistic understanding of patient markets resulting in deeper and more actionable insights, not just a set of projects and methodologies.

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.

Presented by xsperient | Segmedica

SESSION 3

iAdBoard 2.0

Presented by Lifescience Dynamics

SESSION 4

Making Food Aid More Palatable

Food insecurity affects nearly one in five residents of Philadelphia.

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.

Presented by M Health

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

Special Considerations when Modeling and Forecasting New Molecular Entities

Presented by Novartis

SESSION 2

Tales From the Trenches: A Journey From the Backroom to the Boardroom, and Where Data Fuel Ideas

Presented by Exicure

SESSION 3

Competitive Intelligence in a Data-Poor Environment

Market research in generic pharmaceuticals can be challenging:

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

Presented by Wockhardt

SESSION 4

Combining Analytics and Launch Excellence into “Knowledge at your Fingertips”

As the launch preparations progress for critical products in pharma, the global commercial strategy teams are faced

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.

Presented by Janssen

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

Estimating Demand in Highly Complicated and Dynamic Markets

Presented by RG+A

SESSION 2

Optimizing your Digital Assets with UX Research

In this increasingly digital world, all of our clients own a range of digital assets (at a minimum, a brand.com website and, in some cases, an unbranded disease website).

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.

Presented by Research Partnership and Sanofi

SESSION 3

Getting Your Story Straight: Optimizing Brand Story Flow

Having a strong brand story is critical to cutting through the clutter and getting the right message to the right audience.

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.

Presented by Amgen and AplusA

SESSION 4

How I Learned to Love my ATU

For many of us, ATUs are the necessary evil of the MR world; they’re expensive but usually uninspiring.

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.

Presented by Agios Pharmaceuticals and
Fulcrum Research Group

Refuel & Rejuvenate in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

In the Weeds … Together! Collaboration is Key to Client Confidence in Revenue Forecasting

If you’re in a pre-commercialization pharma or biotech company, there probably isn’t an established infrastructure or protocol for developing a robust, complex revenue forecast – an especially daunting task in an orphan indication.

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.

Presented by Geron and NAXION

SESSION 2

If the Human Attention Span Is Shorter Than That of a Goldfish, How Can Brands Communicate Effectively?

According to a study on media consumption by Microsoft, the human attention span is dwindling, dramatically!

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.

Presented by Adelphi

SESSION 3

The Power of Passion in Surveys

Passion - an untapped dimension - adds great insights and predictability from survey collections.

In a new, innovative technique – quick decisions uncover extraordinary actionable, results.

Presented by Lieberman

SESSION 4

Patient Journey Mapping – Who, What, When and Why

Presented by Cello Health Insight

There are many different types of patient journey maps and each can serve to inform a different business decision or strategy.

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.

ENGAGEMENT: HIGH LEVEL DEBATE AND DISCUSSION

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

Driving Impact Of Market Research With Senior Management

Presented by AstraZeneca, Janssen, Merck, Pfizer, and Promius Pharma

SESSION 2

Use of Artificial Intelligence / Predictive Modeling

Presented by Novartis, Pfizer, Sanofi, and Sunovion

SESSION 3

What Market Research Can Learn From Behavioral Economics

Presented by Bristol-Myers Squibb, Eagle Pharmaceuticals, LEO Pharma, Merck, and Zynerba Pharma

SESSION 4

Insights vs Foresight

Presented by AstraZeneca, Bayer HealthCare, Eli Lilly and Company, Intarcia Therapeutics, Jazz Pharmaceuticals, and Taiho Oncology

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

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

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

Are Machines Smarter Than People? How Using Machine Learning Algorithms & Simulated Networks Is Changing the Forecasting/Manufacturing Landscape

Presented by Bristol-Myers Squibb

SESSION 2

Behavioral Economics Inside and Out: How BE Affects Our Communications with Our Internal and External Customers and Partners

Presented by Karyopharm Therapeutics

SESSION 3

Market Research and Its Influence on Wall Street

Presented by Agile Therapeutics

SESSION 4

TBA

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

How to Solve the Intention-Behavior Gap

It’s a real-world problem. Respondents report that they intend to act one way during market research but often act in a very different way in the real world.

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.

Presented by Market Strategies International

SESSION 2

Brokers of Digital Technology

Presented by Brädo Creative Insight

SESSION 3

Case Study on Innovative Insights through Improv

In this case study, we will show you how a major Pharmaceutical company used Brandstage to engage patients and advocacy groups, shedding light on patient needs, understanding and exploring public discourse.

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.

Presented by Kantar Health and Second City Works

SESSION 4

The Online Health Community Model: Role and Importance in Marketing Research

In a changing healthcare landscape, patients and caregivers are having a growing impact on treatment decisions.

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.

Presented by Health Union

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

Differences in Cultural Communication

Across the world, people communicate very differently with each other, and especially their physicians.

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.

Presented by Verilogue

SESSION 2

Diversity in Clinical Trials: A Patient-Focused Approach

Inspire is presenting research based on one-to-one patient interviews that were focused on the inclusion of minority populations in clinical trials in an advanced cancer.

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.

Presented by Inspire

SESSION 3

Optimization Done Right: Giving Customers What They Really Want

Traditional positioning testing often falls flat because it simply evaluates fixed communication platforms instead of optimizing complex ones.

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.

Presented by Directions Research and Bausch + Lomb

SESSION 4

Small Sample, Smart Solution, Big Impact

In this presentation, we would like to demonstrate the value of Multi Criteria Decision Analysis (MCDA) in making business decisions in highly specialised areas, such as MedTech, orphan diseases or other niche areas where only small sample sizes are available.

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.

Presented by SKIM

Refuel & Rejuvenate in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT SESSIONS

SESSION 1

The Slow Destruction of Our On-Line HCP Respondent Universe

Presented by MedSurvey

SESSION 2

Habit Engineering: Leveraging a Deep Understanding of Customers’ Conscious vs. Autopilot Behaviors to Drive Product Adoption

Helping clients to understand how to develop and execute habit-based marketing plans.

Presented by Avadel Pharmaceuticals and Thinkgen

SESSION 3

VR and Wearables – Dawn of a New Healthcare Market Research Era!

Traditionally, healthcare market research has been a complex market research segment due to the inherently sensitive nature of the healthcare field.

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…

Presented by Borderless Access

SESSION 4

Computers Can Drive Cars, but They Can’t Ride Bikes: Why Combining Human Intuition and Technological Intelligence Is the Only Way Our Industry Will Survive

Presented by Hall & Partners

PARTICIPANTS MAY CHOOSE 1 OF 3 CONCURRENT SESSIONS

SESSION 1

Expanding Insights: How Companies are Integrating Social Analytics and Primary Research

With the growing number of patients and caregivers actively participating in social media, and nearly four-fights of physicians reporting they use social media in their practice today, digital analytics has become a critical component in understanding market behavior.

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

Presented by W2O

SESSION 2

TBA

Presented by Evolution

SESSION 3

TBA

“ASK THE EXPERTS” INTERACTIVE ROUND TABLE BREAKOUT GROUPS DAY 2

(Explore and capture the power of expert insights and experiences in this fun and informal environment.)
PARTICIPANTS MAY CHOOSE 1 OF 6 CONCURRENT NETWORKING ROUND TABLES
ROUND TABLE 1
Realizing Your Career Goals in Healthcare Marketing Research and Analytics

Presented by Sanofi

ROUND TABLE 2
Procurement: The New Strategy of Spend for Market Research

Presented by Janssen

ROUND TABLE 3
Customer Journey Insights

Presented by Biogen

ROUND TABLE 4
AI and the Current, Future Impact on the Insights Profession

Presented by Janssen

ROUND TABLE 5
Launch Readiness for Rare Disease Product

Presented by Amicus Therapeutics

ROUND TABLE 6
TBA

Presented by Regeneron

ROUND TABLE 7
TBA

Presented by Novartis

Luncheon

Luncheon Keynote: US Healthcare Disruption (And What it Means to You)

We all thought the ACA was disruptive, but the real disruption was yet to come.

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.

Presented by xsperient | Segmedica

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, Celgene, Janssen, Merck, Pfizer, and Purdue Pharmaceuticals

Conference Concludes