Day 1, Thursday, February 6, 2014
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General Session:
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7:15 - 8:15
| Registration & Networking Breakfast in Exhibition Hall
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8:15 - 8:30
| Chairpersons’ Opening Remarks
Praveen Advani, Executive Director, Customer Insights Oncology - IO, Bristol-Myers Squibb
Lisa Courtade, Executive Director, Global Market Research & Analytics, Merck & Co., Inc.
Sandipa Dublish, Sr. Director Global MR, Alexion Pharmaceuticals
Anne Hale, US Specialty Care Lead - Business Analytics & Insights, Pfizer
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8:30 - 9:10
| Keynote: Looking Ahead: Where Pharma Must Focus in Order to Help Customers, Grow Business
Tony Ezell, Vice President, Chief Customer Officer, Lilly
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9:10 - 9:50
| Keynote: At the Crossroads of Logic and Magic- Leveraging Trends and Analytics to Lead You
through the Data Jungle to Your Destination
Christina Liao, Senior Vice President and Senior Partner, Global Director, Research & Analytics,
FleishmanHillard
This keynote addresses the importance of leverage trends and analytics to lead us out of the Data Jungle and
get to the destination that really matters to you. Leveraging trends and analytics means combining the
analysis of the past and the assessment of the present with the outlook of the future to guide the selection,
integration, and analysis of data.
This keynote discusses several of the key trends (macro, consumer, market, health) and their implications for
the different industries, as well as the research communities. This keynote also showcases the latest
developments in research, analytics techniques, and measurement metrics. Finally, the keynote will illustrate
examples of how to effectively leverage trends and analytics to provide a clear vision of the path out of the
Data Jungle.
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9:50 - 10:50
| Networking & Refreshments in Exhibition Hall
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10:50 - 11:30
| Reaction to Keynote Presentations By Advisory Board Members
Praveen Advani, Executive Director, Customer Insights Oncology - IO, Bristol-Myers Squibb
Lisa Courtade, Executive Director, Global Market Research & Analytics, Merck & Co., Inc.
Sandipa Dublish, Sr. Director Global MR, Alexion Pharmaceuticals
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, US Specialty Care Lead - Business Analytics & Insights, Pfizer
Elys Roberts, President, Ipsos Healthcare
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Grace Samoil Reynolds, Head Market Insights, Celgene
Tjun Wong, Senior Director, Global Marketing Research, Shire Pharmaceuticals
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11:30 - 12:20
| Networking Roundtable Discussions
Led by an expert at each table placed throughout conference areas (refer to Exhibitor Diagram). Participants may freely move
from one table to another in this open space environment.
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ROUNDTABLE 1
| "INSPIR"- Inventing Novel Solutions for Pharmaceutical Industry Research
Brian Cain, Vice President Global Customer Insights, Merck & Co., Inc.
Marjorie Reedy, Director, Global Market Research & Analytics, Merck & Co., Inc.
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ROUNDTABLE 2
| Real Time Research. Leveraging Technology to Uncover the Emotional and Rational Triggers of the
Brand Experience
Andy Ford, Director of Digital Research, Brädo Creative Insight
Steve Nollau, Partner, Brädo Creative Insight
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ROUNDTABLE 3
| Impact of Personalized Medicines in Oncology…Evolving Market Dynamics,
Challenges Pharma Companies are Facing, How it May Be Impacting Stakeholders
Helene Klaassens, Director, New Product Business Analytics, Oncology, Daiichi Sankyo
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ROUNDTABLE 4
| Cross Functional Cooperation to Maximize Market Access
Rayna Herman, Principal, SVP Sales and Marketing, Health Strategies Group
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ROUNDTABLE 5
| Maximizing Market Research from a Global Perspective
Frank Wang, Director, Afinitor Global Business Analysis, Novartis
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ROUNDTABLE 6
| Opportunities and Challenges in Melding Primary and Secondary Data
Rich McCloud, Director, Pfizer
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ROUNDTABLE 7
| New Methodologies: Using Google Glass for Ethno-Style Research
Magda Schoeneich, Associate Director Insights Generation Neuroscience, Janssen Pharmaceuticals
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ROUNDTABLE 8
| Trials, Tribulations, and Triumphs of Leveraging Market Research On-Line Communities in Pharma
Lisa Courtade, Executive Director, Global Market Research & Analytics, Merck & Co., Inc.
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| | |
12:20 - 1:35
| Networking Luncheon
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1:40 - 2:15
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| Beyond the Xs and Os: One Playbook for Evolving from Traditional Researchers to Business
Partners
Kathleen Miller, Director, Market Research and Decision Science, Takeda
Legendary Dallas Cowboy Coach Tom Landry was considered one the most innovative coaches in National
Football League (NFL) history. During his 29 year tenure, Landry revolutionized defensive strategies that
transformed the game of professional football. When asked about his accomplishments in change leadership,
Landry is often quoted saying “A coach is someone who tells you what you don't want to hear, who has you
see what you don't want to see, so you can be who you have always known you could be.” This presentation
will review the process Takeda Pharmaceuticals U.S.A. Decision Science Market Research (DSMR) team
leveraged to shift customer perceptions from order taker to partner. Specifically, attendees will learn coaching
tools to:
• Map current customer mindsets and determine an aspirational vision of what you want them to think
about your role as an insights professional
• Identify internal and external barriers to changing mindsets
• Create and socialize strategies and tactics to transform change
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TRACK B
| Misdiagnosed Opportunities: A Road Map to Better Decisions in Rare Disease Markets
Dale Baird, Associate Director, Pipeline Market Research, Boehringer-Ingelheim
Jila Bick, Executive Director, Marketing Research & Competitive Insights (CI), Boehringer-Ingelheim
Sharon Paik, Senior Vice President, Ipsos Healthcare
Since its passage 30 years ago, the Orphan Drug Act has enabled the development and marketing of nearly
400 drugs and biologics for rare diseases. However, accurate diagnoses for these diseases can take years,
even decades, due to the rarity of the nearly 7,000 conditions considered rare by the National Institutes of
Health (NIH). Furthermore, patient management is limited mostly to academic and research institutions, with
some exceptions among larger patient communities.
However, increasingly efficient R&D platforms are driving incredible change in rare disease markets, allowing
for more targeted and purposeful drug development. Similarly, patient management is becoming more
intelligent, with personalized and adaptable treatment models. But while these advances have undoubtedly
accelerated development efforts, thousands of patient communities continue to struggle with rare diseases.
For most of these conditions, there isn’t enough information or market understanding to immediately impact
the development cycle. To solve this problem, manufacturers, prescribers, payers, and even patients are now
embracing benefits that are not purely economic, but rather important to a larger body of rare diseases
information and research.
By helping to advance progress throughout this rare disease ecosystem, the overall outcome is a healthcare
environment better suited to rapid innovation and long-term patient value. It is critical to identify the unmet
needs across all of these rare disease markets; otherwise the full potential of any one product may be lost.
Even with the challenges of developing a successful treatment, enhancing market understanding has key
benefits that can still influence positive patient outcomes. As more information becomes available to support
these unmet needs, the approval process for orphan drugs can often be fast-tracked, lessening the risks of
lengthy, expensive and failed developments.
To truly accelerate innovation across the entire rare disease landscape, global systems of information
(patient, clinical, governmental, academic, etc.) should play a greater role in the decision-making process,
helping to create more balanced and intelligent approaches to selecting opportunities. Marketers need to
understand the comprehensive range of internal and external market environments that may impact the
customer today and in the future. Join us for an interactive experience, as we take a first step in exploring
some simple but powerful information systems that will redefine the clinical development plan for an orphan
disease product.
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TRACK C
| The Total Healthcare Consumer Experience
Lynn Ford-Somma, Vice President of Research, Segmedica
Donna Simpson, Principal, Segmedica
Consumers are increasingly making their own decisions about healthcare – how much health insurance do I
wish to purchase, how much is a brand drug worth over a generic, should I take this medication at all, should I
stop taking this medication, should I look for another doctor, should I take a vitamin or supplement and a host
of others decisions. Many consumers find the healthcare system difficult to navigate which becomes
particularly salient when they come to face-to-face with a serious health condition. At this point consumers
become “patients” and the patient journey begins. This presentation will focus on how to understand the
journey from consumer to patient. We will provide an overview of new and innovative techniques for
understanding the patient experience whether for a chronic condition or a life-threatening unexpected health
crisis. We will take you deep into the emotional and psychological journey that patients take along with how
decisions are made along the way.
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TRACK D
| Online Research Community and Bulletin Board Focus Group Solutions
Rafaat Rahmani, MBA, President, Lifescience Dynamics
• Introduction and background
• What exactly are bulletin boards and how do they work?
• Key business drivers for virtual advisory board
• Recruiting, incentives and logistics
• Benefits of text-based responses and moderation tools for deeper interrogation
• A case study with iAdBoard study with payers
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2:20 - 2:55
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| Project Titanium: Bullet Proof Market Research / Solid Research Can Move an Organization
Betina Prestel, Head of Customer Insights and Forecasting, Boehringer Ingelheim
Heather Wiederholt, Principal, ZS Associates
Making the most of market research and to take it to the next level, requires that companies push their
organization to:
• Challenge the baseline: Given the market evolution, what do we still know vs. what do we think we know?
What do we need to reaffirm? Where do gaps still exist? What are competitors doing to shape the market?
• Push beyond status quo: It is critical we go deeper in research by…
…Using the right innovative techniques
…Digging for rational and emotional drivers of behavior
…Triangulating and validating results through many lenses
• Lead an integrated process: Involve the right mix of internal stakeholders at the right times to ensure we
are driving towards the best possible outcomes
Once we have completed the research, our research report-outs need to inspire our organizations
(executives, global & local teams) to take actions – so, it is not only important what research we do, but also
how we release information & report back. Project Titanium is our example of a study where we achieved both
outcomes – really good research as well as the organizational inspiration and positioned the global insights
team as a strategic player with a seat at the table.
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TRACK B
| Strategic Decision Making Using Novel Methods in Big Data Analytics: An Oncology Case Study
Sean McElligott, Associate Director Customer Analytics, Merck & Co., Inc.
Sudhakar Mandapati, Principal, Strategic Research Insights, Inc. (SRI)
Abhilash Davé, Principal, Strategic Research Insights, Inc. (SRI)
The presentation will focus on deriving strategic insights from Big Data. Methodological advances in using
multiple data sources (Claims, EMR, etc.) to generate actionable business intelligence are addressed.
Specifically, the presentation will focus on Big Data analytics and methods to understand treatment algorithms
in oncology. The researchers will also demonstrate translation of technical insights into meaningful and
impactful data visualizations for non-technical audiences. This project involves an innovative partnership
model between a Strategic Agency and Pharma Client to generate rapid turnarounds on business-relevant
questions that impact strategy. The authors will also cover the likely pitfalls that will come with rapid analytics
and needing to build in safeguards as well as quality control measures.
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TRACK C
| Biosimilars
Joel Schindler, Vice President, MarketVision Research
Co-Presenter TBA
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TRACK D
| The Things We Do With Words: Using Linguistics to Enhance your Brand Strategy
Ellyn Specker Charap, MS, Senior Manager, Linguistic Insights & Analytics, Verilogue
Pun intended: Linguistics is the talk of the town. Everyone knows that in a tough market it’s essential to get
creative, and linguistic analysis provides rich, deep insight into what actually gets said (or is, despite best
efforts, left unsaid) to patients, and ultimately, how your message plays out in office. Creative approaches are
great, but what exactly does linguistic analysis lend to each phase in your brand’s lifecycle? Plenty. From
providing insight into drivers you didn’t realize were important, to uncovering likely adherence patterns, to
finding out what actually happens when your loyalists talk about your products behind closed clinic doors,
linguistic analysis shows you the why behind the what doctors say is going on. In this session, a Verilogue
linguist will show you how to apply linguistic findings directly to strategy and help you do things with words to
elevate your brand in the marketplace.
In this session we will:
• Discover where linguistics fits into different stages of your product’s lifecycle
• Learn about key ways linguistic analysis uncovers intentions, emotions and belief conflicts and
interactional drivers that influence your brand
• Find out how to take the language uncovered in doctor-patient conversations and put it to immediate
strategic use
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3:00 - 3:35
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| When It Comes to Physician Segmentations, Is It Time to Lose the Attitude?
Anne Hale, US Specialty Care Lead - Business Analytics & Insights, Pfizer
This presentation /discussion forum is on the role of attitudes in physician segmentations.
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TRACK B
| Powering Transformational Insights: Isolate, Internalize and Incite Action
Shibanee Verma, Senior Strategist, in-sync
Sal Zerilli, Knowledge Architect, in-sync
As Marketing Researchers, we know the power of transformational insights. When used to make a meaningful
difference in the lives of our target customers, they can single-handedly differentiate a successful brand from
an unsuccessful one. Too often, however, potentially transformative insights get shelved, gather dust, and
fade into oblivion. It’s a sad truth, but insights – even great ones – die before they see the light of day. Of
course, not all insights are created equal. But how can we tell them apart? How do we know when we have a
motivating or transformative insight? And when we do have one, how do we present it to our teams so that
they feel compelled to do something with it? In this session, we will present proven techniques from our
personal experience and from social science scholars on how to get a winning insight into the bloodstream of
teams, so that it lives and circulates widely and translates into action in the organization and in the
marketplace.
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TRACK C
| Distrust about Dollars and Data: BioPharma and Payers Talk to Each Other about Outcomes
Roger Green, President/CEO, Roger Green and Associates
Robert Kritzler, M.D., Deputy Chief Medical Officer, Care Management, Johns Hopkins HealthCare LLC
Everyone claims to seek a world driven by intelligent application of outcomes data. Manufacturers are devoting
increasing attention to demonstrating the cost effectiveness of their products. Payers claim that outcomes
drive formulary decisions and shape their decisions about which carrots and sticks to offer patients and
physicians.
Why is it, then, that outcomes data is such an area for dispute? BioPharma executives claim that payers do
not really focus on outcomes, only on net acquisition costs. Payers consider outcomes data from BioPharma
manufacturers to be hopelessly slanted. As more than one medical or pharmacy director has observed in our
research, “have you ever seen an outcomes study from a pharmaceutical manufacturer that did not prove that
their products were cost effective?”
Our industry needs to participate in open, candid dialogues with payers about building common visions around
data. At Health Payer Council® (HPC®), RG+A’s proprietary on-line Marketing Research community, medical
and pharmacy directors frequently discuss topics addressing outcomes, data needs, and distrust of
BioPharma data.
In this session, RG+A will report on a series of discussions addressing the role BioPharma can play in the
development, analysis, and promotion of outcomes studies. The discussion will go beyond traditional rhetoric
to address issues of trust and faith to provide innovative ideas. Participants will include senior marketing
research executives from pharmaceutical manufacturers and forward-thinking medical and pharmacy directors
from a diverse group of national and regional from payer organizations.
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TRACK D
| Moving from Numbers to Strategy: Implementing Action-Oriented ATUs
Katy Palmer, PhD, Senior Vice President, Market Strategies International
Rob Delghiaccio, Vice President, Market Strategies International
Tracking brand performance is a standard market research deliverable. While companies may refer to it by
different names—ATU Study, Marketplace Tracker, Brand Equity—the intent of these studies is to monitor
customer perceptions of the client’s brand and its competitors and provide an important feedback loop to
improve brand performance.
Unfortunately, more often than not, these large, costly tracking studies become data dumps which are not fully
leveraged. Teams are left with a sea of descriptive data points that require significant time and effort to identify
actionable insight and strategic opportunities. Hence, budgets are being spent but the full value is not being
obtained.
In response to this common, unmet need, Market Strategies International created a strategic brand framework
that has been used successfully by our clients.Teams that have adopted our approach are able to go beyond
mere trending of descriptive statistics to actually glean key insights and strategic direction.
Using a self-funded study of the diabetic marketplace, Market Strategies will use this session to illustrate how
our strategic framework can make your brand tracker more action oriented and strategic.
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3:35 - 4:35
| Networking & Refreshments in Exhibition Hall
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4:35 - 5:10
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| Team Collaboration Results in ENDO 2013 Abstract and Oral Presentation, A Big Win for the
Acromegaly Patient
Aaron Furtado, Senior Director, Business Planning, Market Research, & Business Analytics, Ipsen
Kathleen Lomax, Senior Medical Director, Endocrinology Medical Affairs, Ipsen
In an effort to understand acromegaly from a patient’s perspective, Aaron Furtado in US endocrine market
analytics, took a deep dive into the patient’s world using the online media and followed it with in-depth face to
face interviews. This was a multi-stage process conducted by an outside vendor that included patient
engagement over an online discussion board and then was capped off by in-person discussions with 9
patients at an Acromegaly Community conference.
Many deep insights were obtained from the research, including the fact that patients were very interested in
learning about their disease and its treatment. Also, the patients described long journeys to a correct
diagnosis, relief at having a name for their condition, and many shared a sense of shock at needing brain
surgery. This qualitative patient market research was used internally to help design a new marketing
campaign. During the development of the new campaign, Kathleen Lomax in medical affairs saw an
opportunity to leverage the raw patient data into a scientific publication. Collaborating with an external nurse
and the patient facilitators from the external vendor, Kathleen developed an abstract for submission to the
ENDO scientific meeting this summer. This abstract was accepted for an oral presentation, allowing the voice
of the patient to reach a much broader audience (practitioners) who are in a position to really listen and act on
the patient findings. The data is also being developed into a manuscript.
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TRACK B
| The Collaborative Advantage: How to Drive Insight and Innovation with Patients and HCPs in Online
Communities
Rashmi Tewari, Associate Director, Global Hematology Customer Insights, Bristol-Myers Squibb
Julie Wittes Schlack, SVP of Innovation and Design, Communispace
Pharmaceutical and healthcare companies have been watching social media and patient/HCP relationships
gain importance over the past few years. Foresighted companies are reaching out to communicate with HCPs
and patients rather than advertise at them. Building real relationships and engaging with key stakeholders is
more than just slicing and dicing data -- it’s about working in lockstep with patients and physicians to innovate,
co-create and meet their needs. By creating a private online community for companies to engage with patients
and physicians directly on research and product innovation, reduces regulatory and compliance risks.
Presenters will discuss what BMS has learned about recruiting, engaging, and generating business-changing
insights by collaborating directly with key stakeholders.
Specifically, attendees with learn how to:
• Define the optimal stakeholders, mission, and membership of a private online community
• Employ a range of engaging feedback, discovery, and co-creation techniques to drive insight and
innovation
• Address concerns regarding adverse event reporting, off-label usage, and patient privacy
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TRACK C
| Psychographic Segmentation: The Key to Consumer Behavior Change
Brent Walker, VP and Chief Marketing Officer, c2b solutions
Steve Longley, CEO, TPG Advertising
This presentation will share new information from a proprietary psychographic segmentation model helping all
attendees to better understand the different segment's motivational needs of the health care consumer in a
health care reform environment. The audience will be engaged through a live demonstration of the
segmentation methodology and an application discussion with a key player in the industry.
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TRACK D
| Modular Methods in Global Marketing Research: Increasing Productivity Through Improving
Efficiencies and Reducing Costs
James E. Heasley II, Ph.D., Principal, Evolution
Krystyna Litton, Ph.D., Consultant, Evolution
As biopharma companies increasingly seek to conduct marketing research studies in new and emerging
markets they face the dilemma of providing the most reliable and regionally applicable analysis for their brands
given current budgetary constraints.
At times researchers are able to focus their efforts on a specific country targeted by the brand team for its
market size and potential. In this case, the research is unidirectional with clearly set constraints specific to the
country of interest. But marketing teams do not always make specific market determinations and, in these
cases, it is paramount that countries be chosen which provide the best surrogates for the region while meeting
all other criteria (such as cost, market size, etc.). When faced with identifying and selecting markets for
research in several specific regions of the world, researchers are often left facing a daunting task given that,
while countries may exist in similar regions, they are not in actuality the same. There are many key differences
among countries including those of a cultural, linguistic, educational, and regulatory nature that can have a
profound impact on the market potential for a pharmaceutical product.
The model we are developing is set to aid market researchers and their brand teams in this task. It
incorporates a cultural marker by which countries can be meaningfully differentiated and then selected for
research with the goal of building the most effective set of surrogates possible. The model combines the
cultural marker with data describing the market potential for pharmaceutical products in each country to create
a Map of Biopharma Market Surrogates by global region. The model segments the global map into modules,
analyzing and providing specific strategies for approaching each of the selected countries.
Ultimately, our aim is to build a robust, updatable model of the global marketplace according to region. This will
allow brand teams to make the best possible choices when selecting countries for study when under cost and
other constraints typical in the modern pharmaceutical marketplace.
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| | |
5:15 - 6:15
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| Training – Building the Best Market Researcher
Daryl Bogard, Sr. Director, Global Marketing Research, Allergan
Paula Cooper, Director, Hill-Rom
Carolyn Gretta, Oncology Lead - Market Research, Merck & Co., Inc.
Michael Martin, Director, Business Analytics, Lantheus Medical Imaging
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TRACK B
| Transforming Data Into Insights
Moderator: Sherry Shaw, Senior Vice President, Specialty Healthcare Practice, Lieberman
Joann Androconis, Market Research Associate Director, Mylan
Jeff Jamer, Team Leader, New Products and Business Development Market Research, Merck
John Scaife, Director/Team Leader, Market Analytics, Pfizer
Robert Tomeo, Head of Market Research – International Operations, Novartis Consumer Healthcare
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TRACK C
| What Does “Best Practice” Look Like for Development Compound Assessment and Decision
Modeling?
Moderator: Chris Schneider, Head of Commercial Strategy & Forecasting, Ipsos Healthcare
Additional Panelists TBA
Evaluating the commercial potential of development compounds is a challenging yet vital aspect of BioPharma
business planning. Whether it is the optimization of a clinical trial design, a “go/no go” decision for the next
phase of development, or evaluating a potential in-licensing candidate, there are many complex decisions in
the product development cycle that must be made quickly and effectively for future marketplace success.
However, decisions are often made without a full view of the market and with limited information, ultimately
leading to missed opportunities. The challenge is only increasing as global pharmaceutical markets grow more
complex and the future less clear with increasing influence from multiple stakeholders, heavy competition,
challenging reimbursement and regulatory environments, and changing epidemiology. The panel of experts for
this session will discuss their approaches to development compound assessments and decision support,
including the role of primary research and secondary data, inclusion of key stakeholder groups, use of
qualitative vs. quantitative research, unique challenges for in-licensing assessments, and other relevant
topics.
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TRACK D
| Market Research Techniques of Champions
Moderator: Rafaat Rahmani, MBA, President, Lifescience Dynamic
Naiyer Azam, Associate Director, Global Lead - Demand Innovation and Strategic Marketing, Eisai
Kumar Kantheti, Director, Portfolio Management, Shionogi Inc
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| | |
6:15 - 8:00
| Evening Socializing Events! Casino Gaming, Reception & Networking
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| | |
Day 2, Friday, February 7, 2014
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7:15 - 8:15
| Registration & Networking Breakfast in Exhibition Hall
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8:15 - 8:30
| Chairpersons’ Opening Remarks (will occur within each separate track session)
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8:30 - 9:05
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| Cloud-Based Analytics, Dashboards and Self-Service Reporting
Sam Chud, Senior Director Business Operations, Shire Pharmaceuticals
Ganesh Kanumalla, CEO, IQ 20/20
This presentation is about transforming the commercial analytics and business insights functions in Pharma
and Biotech; Using a Private Cloud that integrates data from various islands; Presented to various consumers,
in innovative ways that foster insight generation and collaboration. The story of how we accomplished this in a
series of rapid, iterative cycles.
The presentation includes live demos that show the use of Cloud Based Data integration, Analytics,
Dashboards and Self-Serve Reporting. The 2 broad themes covered in the presentation are:
- Innovative ways to quickly Integrate and Visualize data
- The proven steps to successfully implementing an analytics and dashboard platform
Anyone interested in learning more about Data Integration, Dashboards, Analytics and how to execute a
solution quickly and cost-effectively would benefit. Examples of data sources covered in the demo includes
- Market Research
- Sales and Operations
- Promotion,
- New Product Launch Data
- Medical Affairs
- And More...
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TRACK B
| Uncovering the Real Emotional Response to Promotional Messages
Jodi Scheckermann, Associate Director, Marketing Research, Boehringer Ingelheim
Manuel Garcia-Garcia, Ph.D., Neuroscience Director for North America, Nielsen NeuroFocus
This presentation will review an innovative methodology to gauge physician response to promotional
messages. A brand needed a new way to gauge feedback on messages in a highly competitive and
emotionally driven market. The team decided to use EEG to gauge response to messages, both the brand and
competitive brands. The research provided some clear way to improve upon messages and with repeat
testing, showed improvement in emotional response to messages.
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TRACK C
| TBA
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TRACK D
| Intelligence Not Data: Cutting Through the Data In Order To Provide Insight
Heath Gross, Managing Partner, Sedulo Group
We live in a time when it’s hard to discern the news from the noise. Big Data makes it hard to focus on the key
bits and bytes we need to make decisions. One study estimated that the average person today processes
more information in a month than someone living one hundred years ago would have managed in his or her
entire lifetime. For businesses, unplugging is not an option. Companies run on information and data. They
need it to make informed decisions about their customers, products, and markets. But, waiting for that killer
app or investing in that new enterprise technology won’t make the noise go away.
What if your organization could harness the power of all that information? What if, instead of being bewildered
by the endless stream of data, you could actually convert it to intelligence and insights that would help you
make better decisions, and help drive the development of the organization’s tactical and strategic business
strategy?
Join Heath Gross, a former US Counterintelligence and Counter-terrorist agent, as he discusses the process
used by US Government intelligence agencies to help convert their streams of global intelligence data into
actionable insights. The session will provide an overview of the methodology, adapted for private sector use,
that Mr. Gross has helped numerous Global 1000 companies implement, enabling them to make informed
strategic decisions based on intelligence, not data.
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| | |
9:10 - 9:45
| Participants may choose 1 of 4 concurrent tracks.
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TRACK A
| Forecasting the Universe - 1 Customer at a Time: The Evolution to True Micro-Level Forecasting
Michael Devinoff, Executive Director, Forecasting, Epidemiology and Predictive Analytics, Bristol-Myers
Squibb
Anthony Pugliese, Director, USP Forecasting & Analytics, Bristol-Myers Squibb
• Tools to forecast individual physician-customers
• Modeling the linkage of patient-level influence with prescriber decision-making
• Ensuring the ‘access environment’ is properly modeled and integrated into your forecasts
• Measuring the impact of resource allocation on forecast outcomes
• Creating a holistic and integrated performance management capability
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TRACK B
| Putting the Context into Research and the Research into Context
Sarah Phillips, Managing Director, Prescient Market Research
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TRACK C
| Complex Sequential Concomitant Therapy Modeling (CSCT)
Ron Cosgrove, President, Leger
Abraham J. Wyner, Ph.D., Professor of Statistics, Wharton School, University of Pennsylvania
CSCT is a probability based approach (as opposed to a statistical based approach) used for developing
models to accurately and precisely predict multidimensional sequential decisions commonly seen in the
treatment of oncology, HIV, diabetes, and other diseases.
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TRACK D
| Incentivizing Patients: Understanding How And Where Best to Reach Diabetics
Matthew Gymer, PhD, Corporate Director of Innovation, Novant Health, Inc.
Devora Rogers, Senior Director of Marketing Insights, Inmar, Inc.
This session will present the results of an exciting patient segmentation in the diabetes category. Produced
with a health system, and delivering insights into what drives patients to adhere or comply with their care. We'll
also be revealing which media and context channels are most effective at reaching this audience.
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| | |
9:45 - 10:45
| Networking & Refreshments in Exhibition Hall
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| | |
10:45 - 11:20
| Participants may choose 1 of 4 concurrent tracks.
|
TRACK A
| Challenges in Global Forecasting
Suraj Moorthy, Senior Director, Global Forecasting, EMD Serono, Inc.
• the need to integrate information across cross-functional team - the role of patient, payer, physician MR
• the increasing role of market access and pricing MR in forecasting
• the challenge of integrating annual cycles with R&D Development stage decisions, global-vs-region
sharing and transitions
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|
TRACK B
| Through the Looking Glass – A Cutting Edge Approach to Observational Data Collection
Frank Gabbert, Senior Vice President & Director, Qualitative Practice, Lieberman
Sabera Hyderally, Executive Vice President, Lieberman
Mark Wiley, Manager of Strategic Insights and Analytics, Auxilium Pharmaceuticals
This presentation will explore innovative methodologies which provide deeper insights or additional views vs.
traditional data collection methods.
• We utilized Google Glass to obtain a better understanding of the dynamics between a sales rep and a
healthcare provider during an in-office detail.
• Using avatars via our Sensor methodology, we were able to gain insights in a dialogue that otherwise
takes place behind closed doors, that of a healthcare provider + patient. As avatars, patients were quicker to
describe the symptoms, more honestly and without inhibition, as opposed to face-to-face setting.
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|
TRACK C
| Transform Patient Intelligence to Value Solutions
Grace Soyao, CEO, Self Care Catalysts
Justin Lu, Senior Market Research Manager, Ipsen Pharmaceuticals
Not all patient journeys are created equal. A true understanding of the patient journey reveals insights from
various touch points starting from pre-diagnosis to disease and treatment management that capture the whys
and the why-nots of patient behavior and decision making. In today's environment, marketers face enormous
pressure to drive patient adherence, advocacy and retention; unfortunately traditional methodologies are
often unable to reveal the full picture of the patient journey across the entire continuum of care, and most
importantly the leverageable opportunities that can be transformed into patient value solutions.
The presenters will present their unique approach using patient intelligence to drive patient and physician
value solutions.
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|
TRACK D
| Is Pricing Research More Difficult Than Herding Cats.....And Maybe Even Less Fruitful?
Ian McKinnon, Ph.D., CRO, Kantar Health
Debbie Warner, Vice President, Oncology Market Access, Kantar Health
Even in its simplest form, pricing a new drug is a complex process of understanding the interplay between the
strong purchasing power of Payers, the willingness to pay of Patients, and the balancing of clinical outcomes
and patient costs for Physicians. In its more complex form, understanding the dynamics of optimal pricing could
also include the involvement of advocacy groups, social workers, group purchasing organization, specialty
pharmacy, government agencies, the media, etc.
Although the understanding of price is a very complex, interweaving of price sensitivities across multiple,
interdependent decision makers, the determination of a product's price is still often based on the anecdotal
expectation of the market.
This presentation will argue that rigorous scientific methods can be used to identify the optimal pricing for
multiple stakeholders. Further we will discuss a system dynamics model that integrates the unique impact of
cost, in its multiple forms on each decisions maker and then determines the unified, multi-decision maker
impact of price and its optimal value.
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|
| | |
11:25 - 12:15
| Networking Roundtable Discussions
Led by an expert at each table placed throughout conference areas (refer to Exhibitor Diagram). Participants may freely move
from one table to another in this open space environment.
|
ROUNDTABLE 1
| How Are We Doing? New Brand, Small Sample Bases- Performance and Tracking in Niche Markets
Judy Droar, Director, Eisai
|
ROUNDTABLE 2
| The Market Research Role in Brand Planning
Michelle Blechman, Associate Director, Market Intelligence, Astellas Pharma
|
ROUNDTABLE 3
| Doing Market Research Among Patients in Areas of High Unmet Medical Need
Paul Saatsoglou, Vice President - Business Analytics, Onyx
|
ROUNDTABLE 4
| Next Generation Market Research Fields
Wasse Alemayehu, Director, Shire Pharmaceuticals
|
ROUNDTABLE 5
| Market Research Advocacy - Is There A Profile of an Ideal Market Researcher?
Dev Das, Founder, Expleo Insight
|
ROUNDTABLE 6
| TBA
Gerarda Collins, Oncology Market Research, sanofi
|
ROUNDTABLE 7
| New Products
Jaimin Mahadevia, Director New Products Planning, Sunovion
|
ROUNDTABLE 8
| TBA
|
| | |
12:15 - 1:25
| Networking Luncheon
_______________________________________________________________________________________
|
General Session:
|
1:25 - 1:35
| Announcement of Raffle Prize Winners
_______________________________________________________________________________________
|
1:35 - 2:10
| The Advent of the New Healthcare Consumer – Research in the Consumer Dominated Age
Peter Simpson, Principal, Segmedica
The metamorphosis of Pharma has begun and it’s going to be dramatic. The consumer environment and the
payer environment are changing worldwide. Nutraceuticals, Nutritionals and other alternative medicines are
becoming mainstream. The consumer looks differently at healthcare and we must look differently at how we
structure research to encompass their new view. Clients and consultants need to plan now for a very different
landscape in five years’ time.
_______________________________________________________________________________________
|
2:10 - 2:40
| Big Data and Data Integration – What Does This Really Mean in Pharma and How Can We Make It
Work?
Tom Nolte, Chief Innovation Officer, Ipsos Healthcare
Client Co-Presenter TBA
There is an intensifying push to integrate big data and other large, external data sets into primary market
research. The activity is rapidly moving from the near-exclusive realm of marketing scientists to where it will be
mainstreamed into our daily work. Yet manipulating and merging large data sets are not straightforward tasks
either conceptually or operationally. In this presentation we will examine the implications of merging data sets
for deep insight, maximizing data resources, and even reducing the respondent-burden in primary surveys.
We’ll demystify the “big” in “big data” to show where data integration in healthcare can be utilized effectively in
the here and now.
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|
2:40 - 3:00
| Summary and Key Takeaways By Advisory Board Members
Praveen Advani, Executive Director, Customer Insights Oncology - IO, Bristol-Myers Squibb
Lisa Courtade, Executive Director, Global Market Research & Analytics, Merck & Co., Inc.
Sandipa Dublish, Sr. Director Global MR, Alexion Pharmaceuticals
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, US Specialty Care Lead - Business Analytics & Insights, Pfizer
Elys Roberts, President, Ipsos Healthcare
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
Grace Samoil Reynolds, Head Market Insights, Celgene
Tjun Wong, Senior Director, Global Marketing Research, Shire Pharmaceuticals
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|
3:00
| Conference Concludes
_______________________________________________________________________________________
|
| | |
Pre-Conference Workshops, Wednesday, February 5, 2014
[Separate Registration Required]
|
8:30 - 9:00
| Registration and Networking Breakfast
_______________________________________________________________________________________
|
9:00 - 10:45
| Defending Your Brand from Category Disrupters
Developing effective strategy against the entry of disruptive brands poses an increasing challenge in the
majority of pharmaceutical categories. Advanced understanding of the decision processes that key segments
of target physicians use to select treatments provides a basis for development of effective countermeasures
before the new products launch. Learn how:
- Quantitative identification of critical decision tipping points locates efficient opportunities for
countermeasures
- Decision-based segmentation of physicians focuses key messages on the right targets
- Assessment of potential competitive profiles isolates key weaknesses to be exploited
Paul Gondek, Ph.D., VP Client Solutions, Life Sciences, CMI Research
Alisa Hamilton, Ph.D., VP, Quantitative Research Services, Life Sciences, CMI Research
_______________________________________________________________________________________
|
10:45 - 11:00
| Networking Break
_______________________________________________________________________________________
|
11:00 - 1:00
| Uncovering Qualitative Meanings Through Quantitative Research
Assessing emotional reactions has long been the purview of qualitative research methods, while quantitative
methods have been used to assess rational reactions.
In this workshop we will examine ways in which qualitative understandings may be achieved through
quantitative research methods and assess the impact of these on HCPs’ motivation to prescribe. This
workshop will include:
• Importance of rational and emotional drivers of HCPs decision-making
• Quantitative approaches to assessing the emotional domain
• Case study using quantitative research to uncover qualitative meanings
• Interactive session - how to construct and implement such research (please bring your laptops!)
Marianne Jaeger, Ph.D., Methodologist, Lifescience Dynamics
Rafaat Rahmani, MBA, President, Lifescience Dynamics
_______________________________________________________________________________________
|
1:00 - 2:00
| Networking Luncheon
_______________________________________________________________________________________
|
2:00 - 5:00
| Market Segmentation Soup to Nuts
Donna Simpson, Principal, Segmedica
Peter Simpson, Principal, Segmedica
In this session we will review all types of segmentation – Professional and Consumer, Individual and
Institutional, Quantitative and Qualitative, Attitudinal and Needs based – with case studies and skills to
successfully manage a segmentation project. Attendees will gain a fresh understanding of how to assess a
need for segmentation, select methodologies, manage internal expectations and steer the team towards a
successful execution.
_____________________________________________________________________________________
|
5:00
| Pre-Conference Workshops Conclude |