DISRUPTIVE ChangE

2014 Annual General Meeting Program
May 18–21, 2014
Hilton Atlanta
DISRUPTIVE
Change
M A R K E T I NG R E SE A RC H
|
PRODUC T DE V ELOPM EN T
|
COM M ERCI A LIZ AT ION ST R AT EGY
|
FOR ENSIC A SSE SSM EN T
They talk. We analyze. You succeed.
At Evolution Consulting & Research, our goal is always to engage our
clients in long-term relationships so that we can help them develop and
refine successful brand strategies at all stages of a product’s life cycle.
We deliver a better understanding of the attitudes and behaviors of your
audiences and form clear plans of action using focus groups, in-depth
interviews, content analyses and ethnography studies. Additionally, we
craft comprehensive recommendations and execution plans focused on
product development, pre-launch competitive readiness and post launch
forensic assessment that capitalize on our breadth of experience and
knowledge of the biopharmaceutical landscape.
For more information visit www.evolutionconsulting.com or contact
Michael Heasley at [email protected] or at 267.405.8032.
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PBIRG 2014 Annual General Meeting
May 18–21, 2014
TA B L E O F C O N T E N T S
Welcome to the 2014 AGM!
Stephen Murdock, PBIRG President
Conference Daily Program Schedules
Sunday Schedule. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Monday Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Tuesday Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Wednesday Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Pre-Con Sessions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Distinguished Speakers
Dr. Eric Topol Biography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Jonathan Dietrich Biography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Distinguished Key Opinion Leaders Panelists. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Daryl Bogard, RPh, MBA
Stephen Godwin
Dr. Hossain Borghaei
Patricia K. Coyle, MD
Dr. Gerald M. Reaven
Distinguished Global PAYERS Roundtable Panelists. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Stephen Murdock
Lee Blansett
Omar Ali, BSc (Hons) Pharm DipClinPharm MRPharmS ACPP
Harald Herholz, M.D., M.P.H.
Olivier Wong, M.D.
University Sessions Series . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Poster Showcase Abstracts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Hilton Atlanta Conference Center
Hotel Meeting Locations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Agency Fair Floor Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 & program insert
Agency Fair Exhibitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 & program insert
Sponsor Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
1
2014 Annual General Meeting Program Agenda
Sunday – May 18
PBIRG Office
Located in Room 201
7.30a Golf Outing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Front Entrance
8aPBIRG Delegate Computer Work Stations Open (8a–5p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
8aPhone and Tablet Charging Station Open (8a–5p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
9a PBIRG Registration (9a–5p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2nd Floor Registration Desk
Sponsored by Markelytics
Sponsored by CarbonSix
9.30a Sunday Outing — Atlanta History Center. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Front Entrance
10a Poster Showcase Setup (10a–4p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
11a Delegate Welcome Station (11a–2p and 4–6p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
Sponsored by Aequus Research
12p Pre-Conference Luncheon (12–2p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom D
1p Pre-Conference Series Session (1–2.30p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon D
Session 1: International Business Development—A New Multi-Disciplinary Solution
Big decisions, little time, tight budget – how to avoid turning down the next Humira
2.30p Break
2.45p Pre-Conference Series Session (2.45–4.15p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon D
Session 2: Secrets to Understanding and Researching the New Global Payer Landscape?
4.15p Manned Poster Showcase I (4.15–5.30p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
Refreshments sponsored by IMS Health
6.15p Industry Welcome Reception (By invitation only) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nikolai’s Roof
7p Opening Reception (7–8.30p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nikolai’s Roof
Monday Keynote speaker
Dr. Eric Topol
A premier cardiologist,
genetic researcher, and
technologist, Eric Topol
sees the future of health
care, and he likes what he
sees.
As a leader in the movement to modernize medical treatment through
the latest technology, Dr.
Topol is creating new,
more effective ways to treat patients — ways that will dramatically bring down the costs of health care.
Bottled water during the
AGM sponsored by WorldOne
Daily slides sponsored by
AplusA
Conference disposable cups/lids
sponsored by WorldOne
PBIRG 2014 AGM Agenda
2
Dr. Topol’s new book is titled The Creative Destruction of
Medicine: How The Digital Revolution Will Create Better Health
Care. It’s about how social networking, smartphones and connectivity will change the medical field. Now with powerful new tools
to sequence each individual’s whole genome, and the unparalleled convergence of technology, we have a new window into
what makes us tick, what makes us an individual. Consumers
have the unprecedented capacity to take control of their own
individual information and revolutionize medicine.
A dynamic and eloquent speaker, Dr. Topol presents fascinating
developments in wireless technology that allow physicians to
monitor and respond to their patients vital signs from anywhere
in the world — all in real time.
He is also a leading medical researcher in the
area of genomics, where his work has led to the
discovery of the genes that increase a person’s
risk of heart attack. He has pioneered new
drugs and new advances in the treatment of
heart disease.
Dr. Topol’s voluminous medical research has
led him to being named “Doctor of the Decade”
by the Institute for Scientific Information.
Dr. Topol is working to bring a new kind of
medicine into widespread practice: specifically-designed treatments based on the individual’s unique genetic structure. This innovative approach, combined with the latest
in medical technology, opens up a world of
highly personalized treatment, better care,
reduced need for hospital beds, and lower
costs for everybody.
As director of the Scripps Translational
Science Institute, he is dedicated to training
new generations of physicians and scientists
for research based careers — bringing together
the latest scientific findings and clinical work
for more effective medical research.
Monday – May 19
7a PBIRG Registration (7a–5p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2nd Floor Registration Desk
7aDelegate Welcome Station (7–8.30a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2nd Floor Registration Desk
Sponsored by Aequus Research
7aPBIRG Delegate Computer Work Stations Open (7a–5p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
7aPhone and Tablet Charging Station Open (7a–5p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
Sponsored by Markelytics
Sponsored by CarbonSix
7aDelegate Kickoff Breakfast (7–8.30a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom West
Sponsored by IMS Health
8a Opening Remarks and Session (8–10.15a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
8.10a Lifetime Achievement Award. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
8.15a Keynote Speaker – Dr. Eric Topol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
Q&A
9.45aBook Signing “The Creative Destruction of Medicine” by Dr. Eric Topol . . . . . . . . . . . . . . . . Pre-Function
Sponsored by GfK
9.45aCoffee Break. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
Sponsored by DoctorDirectory
10.30aUniversity Series Session I (10.30–11.45a)
Workshop 1: U
sing Menu-based Conjoint to Price and Position a New Medical Device. . . Salon A/B
Workshop 2: O
ptimizing Digital Data Collection
The Role of Digital Devices in Healthcare Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon C
Complimentary copy of
Workshop 3: Innovation and Translational Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon D
The Creative Destruction
of Medicine
Workshop 4: R
eal World Evidence
The Patient Journey to Outcomes-Based Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon E
for all attendees
Workshop 5: E
volving to Knowledge Management
Breaking Down Silos to Easily Maximize the Value of Your
Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Room #204-206
11.45a Luncheon (11.45a–1.15p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom West
12n Advanced Exhibitor Access (12n–5p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Galleria Exhibit Hall
1.15pUniversity Series Session II (1.15–2.30p)
Workshop 1: T
ransform Your Research by Integrating Digital Observations with
Traditional Surveys. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon A/B
Workshop 2: C
reating “Win-Win” Scenarios by Improving Diagnosis for Rare Diseases. . . . . . Salon C
University Series
Tracks Offered in
Each Session
Workshop 3: Disruptive Impact Among Evolving Partners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon D
Workshop 4: T
he Law of Unintended Consequences: Implications on Healthcare
Development, Delivery, and Utilization
U.S. and Global Perspectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon E
Workshop 5: T
he New Reality of Disruptive Change
Using Methodological Advancements to Collapse Multiple
Levels of Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Room #204-206
Efficient & Effective
Methodologies to Address
Disruptive Change Track
The New World in Which
We Will Live Track
2.45pUniversity Series Session III (2.45–4p)
Workshop 1: C
omparing Methodologies for Evaluating and Optimizing Claims. . . . . . . . . . Salon A/B
Workshop 2: E
volving to Knowledge Management
Breaking Down Silos to Easily Maximize the Value of Your Marketing Research. . . Salon C
Evolving Partners
Track
Workshop 3: P
roviding Marketeers with more from Communications Research. . . . . . . . . . . . Salon D
Workshop 4: A
ccountable Care: How ACOs, IDNs, and European Value-Based Models
are Shaping the US Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Salon E
Workshop 5: T
he New Reality of Disruptive Change
Using Methodological Advancements to Collapse Multiple
Levels of Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Room #204-206
5.30pManned Poster Showcase and Agency Fair Cocktail Reception (5.30–7.30p). . . . . Galleria Exhibit Hall
Cocktail Reception sponsored by Evolution Consulting & Research
7.30pPBIRG Dinner “A Taste of Atlanta”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom West
Entertainment sponsored by MarketVision and Reckner Healthcare
9pHospitality Suite. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom West
Entertainment sponsored by Blueprint and WorldOne
PBIRG University Sessions Monday, May 19
3
2014 Annual General Meeting Program Agenda
Tuesday KeyNote Presentation
PBIRG Office
Located in Room 201
Jonathan Dietrich
Senior Director, Advisor y Ser vices
CEB
Jonathan Dietrich is Senior Director of Advisory Services for CEB’s Sales, Marketing,
and Communications Practice.
In this role, Jonathan facilitates a wide range of executive–level discussions around
the world for ASX 100, Fortune 500 and Global 1000 executives in Sales, Marketing,
and Customer Service, including multi–company meetings, single–company working sessions, global sales meetings, keynote presentations, and hands–on best practice workshops.
Key Opinion LeaderS Panel
“Pills, Payers and the
Pharma Industry”
Currently he is based out of our Arlington, VA headquarters. He recently returned from a 3 year stint in CEB’s Sydney
office, specifically serving member executives in the ANZ/APAC region.
TUESDAY
Jonathan joined CEB in 2000 with a Master’s degree in Educational Politics and Policy and Bachelor’s degree in English
and Political Science from Bucknell University. After almost 10 years of being based out of Washington DC, 3 years in
Sydney, and a return to DC, he still calls Baltimore home.
Dr. Hossain
Borghaei
(Immunology/
Oncology)
Tuesday – May 20
7.15a PBIRG Breakfast (7.15–9a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom West
7.30a PBIRG Registration (7.30a–5p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2nd Floor Registration Desk
Dr. Patricia K.
Coyle
(MS)
7.30aPBIRG Delegate Computer Work Stations Open (7.30a–5p). . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
Sponsored by Markelytics
7.30aPhone and Tablet Charging Station Open (7.30a–5p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pre-Function
Sponsored by CarbonSix
8.30a General Sessions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
8.40a PBIRG Presidents Award. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
Dr. Gerald M.
Reaven
(Diabetes/Met.
Synd.)
8.45aKey Opinion Leaders Panel “Pills, Payers and the Pharma Industry”. . . . . . . . . . . Grand Ballroom East
Sponsored by The Planning Shop international
Dr. Hossain Borghaei (Immunology/Oncology)
Dr. Patricia K. Coyle (MS)
Dr. Gerald M. Reaven (Diabetes/Met. Synd.)
Moderators: Dr. Stephen Godwin and Daryl Bogard
10.15aCoffee break. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
Sponsored by Evolution Consulting & Research
Dar yl Bogard,
RPh, MBA
co-moderator
10.30aKeynote Presentation (10.30a–12n). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom East
“Activating Disruptive Insights”
Presented by Jonathan Dietrich – Corporate Executive Board
12n Affiliates Business to Business Lucheon (12n–2p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . Galleria Exhibit Hall
Provided for affiliate members in the exhibit hall
12n Industry Issues Forum (12n–2p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Rooms #208-210
Stephen Godwin
co-moderator
Luncheon provided for Industry in sessions
Industry only – ID required for access
2pAgency Fair Exhibits (2–5p) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Galleria Exhibit Hall
5p Exhibit Breakdown
Refreshments sponsored by IMS Health
6.30pDinner at The Fox Theater (6.30–7p). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Front Entrance
Entertainment sponsored by Cegedim Strategic Data
Bios on page 16
9.30pWorldOne Hospitality Suite. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nikolai’s Roof
Co-sponsored by WorldOne and PBIRG
PBIRG 2014 AGM Agenda
4
Wednesday – May 21
Global PAYERS Roundtable Panel
7.30aPBIRG Delegate Computer Works Stations Open(7.30a–12n). . . . . Pre-Function
Sponsored by Markelytics
7.30aPhone and Tablet Charging Station Open (7.30a–12n) . . . . . . . . . . . Pre-Function
Sponsored by CarbonSix
“Evolving Payer Roles,
Requirements
& Relationships”
WEDNESDAY
8a General Breakfast (8–9.15a). . . . . . . . . . . . . . . . . . . . . . . . . . . . Grand Ballroom West
Omar Ali, BSc (Hons)
Pharm DipClinPharm
MRPharmS ACPP
9.15a Awards and Presentation Introduction. . . . . . . . . . . . . . . . . . Grand Ballroom East
9.30a Payers Panel “Global Payer Roundtable:
United Kingdom
Evolving Payer Roles, Requirements, and Relationships”. . . . Grand Ballroom East
Sponsored by The Planning Shop international
A discussion with payers from the EU
Harald Herholz, MD, MPH
Dr. Omar Ali (United Kingdom)
Kassenärztliche Vereinigung Hessen
Germany
Dr. Harald Herholz (Germany)
Dr. Olivier Wong (France)
Moderators: S
tephen Murdock
Lee Blansett
Olivier Wong, MD
11a Conclusions and Departures
France
11aCoffee Break outside general sessions
Sponsored by M3 Global Research
PBIRG 2014 AGM
Agency Fair Game
Stephen Murdock
co-moderator
3 Peaches = 1st prize
See Carol Reilly
2 Peaches = 2nd
prize
to claim prize
1 Peach = 3rd prize
Visit any booth and pickup
a card
Limit one card per
booth per player!
PBIRG Agency Fair
Scratch-Off Game
Lee Blansett
Visit booths during the Agency
Fair and pickup cards
co-moderator
(Only one card per booth per player)
Bios on page 17
Bottled water during the
AGM sponsored by WorldOne
Daily slides sponsored by
AplusA
Conference disposable cups/lids
sponsored by WorldOne
Global PAYERS Roundtable Panel – Wednesday, May 21
5
PBIRG Pre-Conference Series sessions
Sunday May 18, 2014
EXIT
SALON EAST
EXIT
EAST BALLROOM
B
A
D
1–2.30p
s
tor
201
202
214
210
208
207
PEDESTRIAN
SKYBRIDGE
212
211
1
W
va
209
Session
Pre-Function
M
ele
213
D
E
SALON WEST
WEST BALLROOM
PBIRG Pre-Conference
Series Sessions
and University Series
Workshop locations
C
SALON
GRAND BALLROOM
C
B
A
escalator
203
206
205
204
International Business Development—A New Multi-Disciplinary Solution
Big decisions, little time, tight budget – how to avoid turning down the next Humira
Presented by Simon Fitall, Galileo
Analytics; Susan Grosso, Vice President of
Sales, Cegedim Strategic Data and
Greg Schlimm, CEO, Themis Analytics
have combined to create a workshop that
provides participants with firsthand expertise
and experience in the business development
arena.
As staffing levels continue to drop the traditional roles of the pharmaceutical BI executive are frequently spreading across multiple
areas – including business development. This
is an arena where it is normal to have to make
go/no go decisions in short periods of time,
with limited budgets, added to which the
pressure to ensure the future of the pipeline
by in-licensing and acquisition is constantly
growing.
The workshop will be divided into sections
covering the following:
This is a four part workshop, engaging participants in a case study that takes a business
development opportunity from start to finish.
For the first time, agencies from primary and
secondary research, data analytics and output
nn Methods to rapidly assess a business development opportunity across multiple countries within the short timeframe available
and with very restricted budgets, using
national and international clinical data;
nn Methods of tracking key metrics as the BD
appraisal goes forward;
nn Expansions to the initial data analysis that
identify core issues for negotiation, clinical
trial data needs and forecasting input;
Participants will leave the workshop with an
improved understanding of the role of multidisciplinary research and analysis in the
business development arena, including key
insights regarding the availability and analysis
of international Clinical data, running rapid
international primary research that augments
secondary data analysis, tracking and updating results and expanding complexity through
due diligence – all tasks that the BI executive
involved in BD needs to know.
nn High value, high speed international
primary research designed to fill the gaps
in knowledge that will enhance the evaluation process;
Session
2 2.45–4.15p
Secrets to Understanding and Researching the New Global Payer Landscape?
Presented by Gar y Johnson, Founder and
CEO, Inpharmation
Around the world, payers are coalescing into
three broad types based on their approach to
assessing and pricing new drugs: informalHTA (e.g. USA), clinical-HTA (e.g. Germany,
France), economic-HTA (e.g. UK, Sweden).
Each type of payer has totally different needs
and has to be researched in very different
ways. The old approach to payer research
PBIRG Pre-Conference Sessions
6
(such as informal conversations with payers
or ex-payers) is now demonstrably invalid
and unreliable. New, valid and relevant
approaches will be discussed.
nn Econometrics: why analyzing what payers
do can be more productive to listening to
what they say
nn Economics: why payers who say they
don’t use health economics still behave as
though they do
nn Surveys: why the most commonly used
pricing survey techniques are demonstrably invalid
nn Conjoint: why the “coca cola” method
for using conjoint in pharma pricing and
market access studies is invalid
nn More promising survey approaches with
empirical support
1
Session I – PBIRG University Series
Monday, May 19 (10.30 – 11.45a)
S E S S I ON I
Workshop
1
Using Menu-based Conjoint to Price and Position a New
Medical Device
Presented by Joana Tou, Market Intelligence Analyst, Philips Healthcare; Jemma Lampkin,
Senior Research Consultant, SKIM and Jeroen Hardon, Senior Research Consultant, SKIM
In today’s healthcare world, competition is fierce and the pressure to innovate continues to increase.
This is especially true for multinational companies like Philips Healthcare, a leading supplier of diagnostic imaging equipment. As a frontrunner in the global medical device industry, Philips Healthcare
has to develop products with special value to its key customers: hospitals and clinics around the
world. Maintaining a leading position in the industry requires targeted pricing and positioning strategies; in order to command reasonable prices, they must also campaign to prove the benefit of their
products and the associated features.
In the past, companies like Philips Healthcare typically evaluated the pricing and positioning of
developed products in terms of the overall product picture. Market research studies would examine
customers’ willingness to pay for complete solutions and configurations. However, with products that
offer the ability to add solutions or features, it has become increasingly important to determine independently which features and benefits drive the value of the product and to quantify the willingness
to pay for specific features. Understanding price sensitivity at the feature level, rather than the overall
product level, as well as identifying any price barriers in the market, becomes critical in this situation.
This co-presentation will share how menu-based conjoint (MBC) analysis was utilized to develop
the global pricing strategy for a new portable device from Philips. The presentation will address the
following topics:
nn Background on Philips Healthcare’s new device and the business question
nn How MBC works, what one can expect out of it, and how it differs from other conjoint
techniques
nn How Philips implemented the results of the study to plan for launching the device globally
nn Additional tips – the benefits and drawbacks of using such an approach
nn Additional applications for MBC – medical devices and beyond
of Health. The CTSA works to “transform the local, regional, and national environment to increase the
efficiency and speed of clinical and translational research across the country.”
In this presentation, we will:
nn Explore the principles underlying the CTSA model and apply them to the problem of driving
innovation and productivity in healthcare market research at an industry level—in essence,
outlining an approach to “translational market research”.
nn Present the results of the beta test of a novel web-based, intersection-generating platform
for healthcare market research that embraces many of the concepts underlying the CTSA
Consortium.
S ES S ION I
Workshop
Real World Evidence
The Patient Journey to Outcomes-Based Insights
Presented by Tim Kelly, VP, Real World Evidence Solutions, IMS Health
The healthcare, and especially life science industry, has seen a significant increase in variety and
volume of new data. This “big data” as many refer to it is not as problematic when it comes to size as
it is with respect to complexity. The creation of longitudinal real world data is transforming traditional
methods instead leveraging new methods and technologies that will move us to data scientists over
the coming years. Access to healthcare data is increasing in the US and in many countries globally,
and the approaches to data sourcing, collection, management, analytics, and technology are changing
rapidly. We will provide a complete view of how real world evidence will continue to disrupt traditional
approaches, and highlight outcomes-based metrics that will change the way we measure the future
of brand success. We will discuss sources of data, appropriate uses, applications, and methods for
utilizing longitudinal real world data.
S ES S ION I
Workshop
SESSION I
Workshop
2
Optimizing Digital Data Collection
The Role of Digital Devices in Healthcare Research
Presented by Anne Hedde, Executive Vice President, Schlesinger Interactive and
Kinga Zapert, Ph.D., Partner, Hall & Partners Health
The proliferation of mobile devices, including mobile phones and tablets, cannot be ignored and needs
to be considered in any forward-looking research plan. Between 2011 and 2013, the Pew Research
Center’s Internet & American Life Project found that the proportion of U.S. adults owning a smartphone
rose from 40% to 56% of adults – a 40% increase. At the same time, panel companies are reporting
respondents are accessing survey invitations via mobile at rates as high as 60% in some instances in
the US. Outside of the US, where mobile phones are more prevalent than laptops and desktops, this
trend will be more pronounced.
The double digit growth of both smartphones and tablets demands prompt and serious attention to
how we can accommodate the desires and habits of a growing portion of the online survey respondent
population. How do we best harness the rapid changes in mobile platforms and behaviors to maximize
the value of our healthcare research?
This presentation explores in-depth quantitative and qualitative elements of respondent engagement, data quality and respondent satisfaction in research with US physicians across mobile, tablet
and computer-based surveys. Learn how to best design research across various digital devices to
maximize the respondent research experience, drive respondent engagement and ensure the highest
quality data. S E S S I ON I
Workshop
3
Innovation and Translational Market Research
Presented by Gregory Chu, President, Research Sandbox LLC
It is now common wisdom that truly innovative ideas are unlikely to rise spontaneously from inside the
hermetically sealed sphere of one’s own industry. As Frans Johansson, a past keynote speaker at the
PBIRG writes in The Medici Effect, “New discoveries, world-changing discoveries, will come from the
intersections of disciplines, not from within them.”
If we are to keep pace with the forces that are shaping the global biopharmaceutical industry, we need
to create an industry-wide, intersection-generating platform that helps everyone—both consumers
and producers of healthcare market research—tap into and apply research innovation in a way that
makes everyone more productive. A model for this platform exists in the CTSA Consortium (Clinical
and Translational Science Awards Consortium), created in 2006 and funded by the National Institute
4
5
Evolving to Knowledge Management
Breaking Down Silos to Easily Maximize the Value of Your
Marketing Research
Presented by Jamison Barnett Co-Founder and CTO, Verilogue and Colleen Foley, AbbVie
In today’s changing pharmaceutical landscape, the value of market research information has never
been higher and it is more important than ever to maximize every research dollar spent. With companies downsizing and research budgets tightening, the efficiency of every market researcher becomes
increasingly vital. And while staffs have become smaller, the amount of information which needs to be
accessed and analyzed by employees is growing at an incredible rate.
For market researchers to keep pace with the exponential increase in new information as well as
maximize the return on previously conducted research, they must utilize tools to connect with and
analyze relevant information quickly and efficiently. To address these issues market research departments must build a solid document management
strategy cantered on a robust knowledge management system. With today’s technologies, market
researchers have the ability to bring digital and multimedia documents from all types of research
together in a single research repository to search, distribute and analyze documents and subsequently
reduce costs and maximize research dollars.
In this interactive session you’ll learn:
nn Innovative online knowledge management strategies to help dramatically reduce
organizational waste
nn Analytical techniques that can be applied to document management systems to increase the
utilization and value of a centralized research repository
nn How a knowledge management system can support a meta-analysis of both quantitative and
qualitative research and how text analytics can be used to reveal hidden opportunities within
your research findings
nn Lessons learned from the successful adoption and implementation of a knowledge
management platform
Topic tracks
available for
Efficient & Effective Methodologies to
Address Disruptive Change Track
all Workshop
The New World in Which
We Will Live Track
Sessions
Evolving Partners Track
PBIRG University Sessions Monday, May 19
7
Session II – PBIRG University Series
Monday, May 19 (1.15 – 2.30p)
S E S S I ON I I
Workshop
1
Transform Your Research by Integrating Digital Observations
with Traditional Surveys
Presented by Justin Edge, Managing Director, Healthcare and Art Rome, Associate Vice
President, Healthcare, GfK Consumer Experiences North America
In order to be effective marketers, it is important to understand the complete market experience a
patient faces when searching for medical information. While a great deal of information about their
quest has been obtained using surveys, the data are recall based. Recall based data is subject to the
reliability and validity issues of self-reported methods.
New web-tracking technology, used for research purposes and with the permission of respondents,
enables us to change our measurement strategy, to capture both attitudes as well as passively observe
behavior as it occurs. Importantly, researchers can link survey data with behavioral data, allowing for a
deeper and more robust understanding of the intentions behind individuals’ behavior.
In this session, we will demonstrate the insights from a study of individuals with diabetes. Using a
probability based panel to recruit respondents, we link survey data with passive monitoring of digital
behavior including site visitation and search behavior relevant to diabetes. This research example
will reflect people with diabetes in several dimensions, including where people with diabetes obtain
health information, what importance they place on Internet and offline sources, what a glucose meter
purchase journey looks like, and the respective weight of Internet and offline information in the decisions about managing their diabetes.
Attendees will walk away with an enriched understanding of how digital observations integrated with
traditional surveys can be used to gain deeper insights into the online experience of target audiences
which can inform:
nn Media planning
nn Content strategy
nn Optimization of digital assets
An accurate look at the patient journey in their search for medical information and devices requires an
approach that does not solely rely on self-reported methods which is why the use of an observational
approach to evaluate behavior is crucial to answer these questions. This helps us to evaluate the total
Market Experience.
SESSION II
Workshop
2
Creating “Win-Win” Scenarios by Improving Diagnosis for
Rare Diseases
Presented by Erik Coats, Managing Partner, Fulcrum Research Group; Rebecca Gould,
Vice President, Fulcrum Research Group and Adam Gurry, Senior Manager, Global Market
Insights, Genzyme, a Sanofi Corporation
As large, primary care-dominated therapeutic categories become increasingly genericized, more
companies are looking at rare disease treatments to deliver future growth. And while rare disease
treatments may offer attractive opportunities (e.g., lack of competition, lower cost sensitivity), they also
present unique marketing challenges.
Genzyme has been successful in multiple rare disease areas in part by aligning their business objectives with the needs of their customers (physicians and patients); in essence, creating “win-win”
scenarios. One of the most prominent examples of this is Genzyme’s work with physicians and patients
to improve diagnostic processes for the rare diseases their drugs treat. Accelerating the diagnostic
journey improves outcomes for patients, decreases frustration for physicians, and increases sales.
Trying to effect change on the diagnostic process requires understanding the diagnostic landscape
deeply; more deeply than in large therapeutic categories focused primarily on affecting brand
choice. Yet physicians low level of understanding and training to ‘look for horses not zebras’ means
the diagnostic landscape is heterogeneous, complex, and challenging to accurately map out through
market research. Attendees of this presentation will learn about the importance of understanding the diagnostic process
for rare diseases and best practices for this type of market research. Specifically, we will discuss how
market research can be used to:
nn Improve diagnosis: Examine the heterogeneous and fragmented diagnostic processes to
illuminate factors that lead to successful vs. unsuccessful diagnoses
nn Solve for specific misdiagnoses: Test hypotheses about potential pockets of patients with
common misdiagnoses S E S S I ON I I
Workshop
3
Disruptive Impact Among Evolving Partners
Presented by John Robinson, Vice President, MarketVision Research and Leslie Petrole,
Senior Manager, Customer Insights and Business Analytics, Otsuka America
Pharmaceutical, Inc.
We will discuss how the evolving landscape among payers and ACOs can have a disruptive impact on
access and profitability for branded products.
Attendees will learn how payers are adapting in response to a dynamic market, including using
more aggressive ways to control costs and to restrict access for new and existing branded products,
PBIRG University Sessions
8
2
especially for poorly differentiated brands. Parts of our discussion will be based on findings from a
recent primary research study among payers.
nn How formulary structure is changing with greater numbers of Tiers, co-insurance and formulary
controls to drive use of generic and, in some cases, not having any preferred brands
nn Some therapeutic categories will offer manufacturers more opportunities than others given
relatively fewer barriers to formulary access and to leverage a strong value proposition
nn Understanding the impact of participation in state insurance exchanges including how the
structure of the commercial and Medicare Part D books of business may change in a more
consumer-driven marketplace
The emergence of Accountable Care Organizations (ACOs) creates a lot of unknowns as they are a
new entity and are not simply an updated version of the old HMO staff model. Participants will better
understand these organizations and how to better prepare their product strategy in this new environment.
nn The ultimate goal of all ACOs is to provide quality of care to improve outcomes nn How each of these organizations approach this goal can vary
nn As a result, different ACO business models are emerging, creating even more variability in an
already diverse market nn The key impact on the pharmaceutical industry will be how these organizations approach the
standardization of care and the increasing need for manufacturers to demonstrate the value of
their products to improve outcomes and to justify their use over lower cost alternatives
S ES S ION II
Workshop
4
he Law of Unintended Consequences: Implications on
T
Healthcare Development, Delivery, and Utilization
U.S. and Global Perspectives
Presented by Lisa Fox, Vice President Adelphi Research; Nick Proctor, Vice President,
Adelphi Access and Johann Odermann, Vice President, Managed Markets Consulting
Practice Leader, CAHG
In the realm of social science, an “unintended consequence” is defined as an outcome – either positive
or negative – that was not initially intended by a particular action. The Law of Unintended Consequences
contends that, when a simple system attempts to regulate a complex system, unanticipated, and often
undesirable, outcomes typically result.
Healthcare Reform in the United States, ushered in via the Patient Protection and Affordable Care Act
(PPACA) of 2010, has already generated some profound unintended consequences. Our presentation
will outline several unintended consequences of Healthcare Reform in the U.S. and their impact on key
stakeholders – physicians, patients, and payors. In particular:
nn Payment reform
nn Rollout of the Healthcare Exchanges
nn Practical implications of EMR and meaningful use (MU) implementation
nn Reform in the hospital setting
Our presentation will include a robust analysis of the positive as well as negative unintended consequences of Healthcare Reform and the possible impacts these may have on pharma –from product
development, to existing and new channel strategies, to payor contracts and beyond. To supplement
learning from the U.S. market, the presentation also will draw on comparisons to the ongoing evolution
of other international health systems and the outcomes that many of those changes have had on the
pharmaceutical industry as a whole.
Our intention is to inspire dialogue and understanding, among members of the PBIRG community, of the
“details” of Healthcare Reform that may have been overlooked, and the consequences of these on the
pharmaceutical, as well as the healthcare market research industry.
S ES S ION II
Workshop
5
The New Reality of Disruptive Change
Using Methodological Advancements to Collapse Multiple Levels
of Research
Presented by Art McKee, Vice President, Strategic Account Development, Affinnova Inc.
and Ben Gilgoff, Director, Global Market Research, Merck
Researchers need to be equipped to handle the “new reality” of disruptive change and be prepared to
deliver high quality insights in less time. This session will provide a Merck researchers’ point of view
and case study of how to effectively support a new product campaign.
It will address:
nn How to overcome the common issue of too much stimuli in different formats
nn The expectations of market research in today’s environment
nn Relationships between market research, marketing and the advertising agency and ways to
shape them
nn How to employ a research technique (evolutionary algorithms) that maximizes the elements of a
campaign in one study, reducing multiple stages of research time and expense
nn Identifying the appropriate business situations where this research approach is best suited
nn The benefits and drawbacks of utilizing this research approach compared to other
methodologies
3
Session III – PBIRG University Series
Monday, May 19 (2.45 – 4p)
S E S S I ON I I I
Workshop
1
Comparing Methodologies for Evaluating and
Optimizing Claims
Presented by Carol Fitzgerald, President & CEO, BuzzBack Market Research
Whether optimizing new messaging, creating new positioning or communications, or developing a new
sales aid, making sure the stated claims are the most compelling can be a challenge. Often clients
have a range of claims for consideration – sometimes even hundreds. First, they need to have legal or
compliance approval, and then second, they need to determine which claims are most motivating and
why. There are many different research approaches, including monadic evaluation, sequential, max diff,
conjoint, Kano and others – but most clients don’t have the luxury of comparing different techniques for
the same business problem. So how do you decide which approach is most effective for evaluating and
determining your top claims? Sometimes budget or timeframe becomes the driving factor in choosing
an approach, even if the methodology selected is sub-optimal.
Methodology Highlights
In this new case study, BuzzBack explores several different methodologies for evaluating claims for a
new pharmaceutical concept – the approaches include sequential monadic, max diff (with 2 variations)
and Kano. In this study, we used each of these approaches to evaluate the same claims with the same
target, and then compared the methodologies and outcomes. Attendees of this session will walk away with 3 key benefits:
nn New understanding of how and when each approach can be effective
nn How quantitative methodologies compare, including max diff and Kano, to help
evaluate a range of claims
nn The benefits and drawbacks of these techniques relative to different business objectives
Claims are a key focus across all therapeutic categories, both in physician and patient communications. This new research on research provides critical perspective on best practice approaches for clients
developing claims.
S E S S I ON I I I
Workshop
2
Evolving to Knowledge Management
Breaking Down Silos to Easily Maximize the Value of Your
Marketing Research
Presented by Jamison Barnett Co-Founder and CTO, Verilogue and Colleen Foley, AbbVie
In today’s changing pharmaceutical landscape, the value of market research information has never
been higher and it is more important than ever to maximize every research dollar spent. With companies downsizing and research budgets tightening, the efficiency of every market researcher becomes
increasingly vital. And while staffs have become smaller, the amount of information which needs to be
accessed and analyzed by employees is growing at an incredible rate.
For market researchers to keep pace with the exponential increase in new information as well as maximize the return on previously conducted research, they must utilize tools to connect with and analyze
relevant information quickly and efficiently. To address these issues market research departments must build a solid document management strategy cantered on a robust knowledge management system. With today’s technologies, market researchers have the ability to bring digital and multimedia documents from all types of research together in a
single research repository to search, distribute and analyze documents and subsequently reduce costs
and maximize research dollars.
In this interactive session you’ll learn:
nn Innovative online knowledge management strategies to help dramatically reduce
organizational waste
nn Analytical techniques that can be applied to document management systems to increase the
utilization and value of a centralized research repository
nn How a knowledge management system can support a meta-analysis of both quantitative and
qualitative research and how text analytics can be used to reveal hidden opportunities within
your research findings
nn Lessons learned from the successful adoption and implementation of a knowledge
management platform
SE S S I ON I I I
Workshop
3
Providing Marketeers with more from
Communications Research
Presented by Guy Smith, Brand Scientist Director, Branding Science International and
Julia Letuchy, Takeda Pharmaceuticals
In 2013 Takeda Pharmaceuticals and Branding Science partnered on a program of research to support
the global launch preparations for a novel therapy within the GI space. Our presentation will provide
insight into some of the ways in which we reexamined the tried and tested approaches and what
benefits new ideas provided the brand team in the build up to launch.
The presentation will address:
nn Moving beyond check box responses and ensuring your launch campaign is true to your brand
nn The power of stories and why they matter to internal audiences just as much as to
external customers
nn Mixing old and new school approaches to measure the impact of brand communications
S ES S ION II I
Workshop
4
Accountable Care: How Accountable Care Organizations,
Integrated Delivery Networks, and European Value-Based
Models are Shaping the U.S. Market
Presented by Kevin M. Kelly, MS, PMP, Executive VP & General Manager and Chris Rife, VP
Research Strategy, HRA – Healthcare Research & Analytics
The passage and subsequent implementation of the Patient Protection and Affordable Care Act (ACA)
in the U.S. has had a significant impact across the healthcare landscape. One of the most notable and
perhaps far reaching changes is the introduction of value-based models into the U.S. market, embodied
within accountable care organizations (ACOs) and codified into law through the value-based purchasing provisions of the ACA. But what influences helped shape this current seed change within the U.S.
market and what can we learn from ex-U.S. markets about what the future holds?
This session will discuss European models of healthcare and their impact on the creation of the
Affordable Care Act, and explore how these models – particularly their focus on value-based medicine
and integrated healthcare – may influence the direction of the U.S. healthcare market. In addition, we
will look at the rise of ACOs within the U.S. healthcare system as well as their relationship to and impact
on Integrated Delivery Networks (IDNs). Our presentation will combine findings from HRA’s recent
syndicated studies focusing on integrated delivery networks and ACOs, as well as secondary research
explorations of the European market.
This session will:
nn Illustrate current European healthcare models and show their influence over the creation of the
Patient Protection and Affordable Care Act;
nn Define accountable care organizations (ACOs) and integrated delivery networks (IDNs) and their
role in the U.S. healthcare system; and
nn Offer guidance on how the pharma industry can best navigate IDNs and ACOs and negotiate the
disruptive change they represent.
S ES S ION II I
Workshop
5
The New Reality of Disruptive Change
Using Methodological Advancements to Collapse Multiple Levels
of Research
Presented by Art McKee, Vice President, Strategic Account Development, Affinnova Inc.
and Ben Gilgoff, Director, Global Market Research, Merck
Researchers need to be equipped to handle the “new reality” of disruptive change and be prepared to
deliver high quality insights in less time. This session will provide a Merck researchers’ point of view
and case study of how to effectively support a new product campaign.
It will address:
nn How to overcome the common issue of too much stimuli in different formats
nn The expectations of market research in today’s environment
nn Relationships between market research, marketing and the advertising agency and ways to
shape them
nn How to employ a research technique (evolutionary algorithms) that maximizes the elements of a
campaign in one study, reducing multiple stages of research time and expense
nn Identifying the appropriate business situations where this research approach is best suited
nn The benefits and drawbacks of utilizing this research approach compared to other
methodologies
Topic tracks
available for
Efficient & Effective Methodologies to
Address Disruptive Change Track
all Workshop
The New World in Which
We Will Live Track
Sessions
Evolving Partners Track
Communications development is often considered a simple and straightforward market research task:
using tried and tested approaches where customers evaluate materials on predefined criteria and if
enough boxes are checked the green light is given for launch.
PBIRG University Sessions Monday, May 19
9
Poster Showcase
39
Sunday, May 18 – Pre-funciton (manned)
Monday, May 19 – Galleria Exhibition Hall (manned)
Tuesday, May 20 – Galleria Exhibition Hall (unmanned)
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Poster Showcase
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Poster 1
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Leverage Patient Volume Projection to Inform Product
Usage Insights
BAR
Nowadays, the secondary patient-level claim data has been used as valuable assets to explore product usage and brand performance insights.
However, these assets need to be extrapolated to the patient universe
due to their underrepresentation of the actual patient treatment claims
resulting from manufacture restrictions or limited access to drug distribution channels.
Current projection methodologies are inaccurate and time-consuming
as they mostly relay on external claim data sources and one-off primary
market research to inform the projection tactics. In comparison, the
new methodology as introduced by Symphony Health Solutions (SHS)
provides a more accurate and timely product usage estimation by indication, line of therapy (LOT) & channels, via combining SHS’s patient-level
claim data and syndicated market research offering physician-level treatment data.
3 steps are required in projecting the claim data to the patient universe:
a.Gap Assessment: assess SHS data gaps/limitations via comparison
to internal & external benchmarks to ensure data representativeness & robustness
b.Market Projection: project total patient volume for each product
by indication, LOT & channel through
• comparison, validation & adjustment of secondary claim data to
the syndicated data
• projection of total treated patients
• adjustment for untreated patients based on the syndicated data
c.Validation: validate market projections with external sources
The SHS projection methodology is expected to deliver accurate and
timely product usage estimation across both inline & pipeline product
portfolios to inform current & future product/market evaluation. It can
also provide opportunities to “War Game”/simulate/identify indications
& LOT with the highest expected profitability potential to allow for efficient product licensing and molecule evaluation process.
Poster 2
Utilizing a Desirability Calculator and Pricing Curve to
Create a Standard “Currency” Across Stakeholder
Presenters
Martin Trautmann, Director; David Weiss, Managing Consultant
Ji Li, Ph.D, Managing Consultant and Taylor Bernheim, Senior Consultant
Navigant Life Sciences
Navigant Consulting has developed an innovative and flexible Desirability Calculator and Pricing Curve to optimally assess stakeholder desirability (e.g., physicians, payers, patients) for a product, therapy or treatment
regimen. The calculator is based on attribute scoring and weighting.
Combined with pricing information of available competitive products,
the desirability scores are easily translated allowing the tool to function
as a interactive pricing calculator. This functionality facilitates assessment and produces appropriate pricing options for a product of interest.
A CD located in the inside cover of this Program
contains an interactive program with posters
presented at the Poster Showcase in PDF format.
PBIRG Poster Showcase Abstracts
2
1
Presenters
Ewa Kleczyk, Senior Director; Derek Evans, SVP/Practice Head and
Jia You, Consultant
Symphony Health Solutions
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In the example that follows, Navigant was able to successfully (and
accurately) evaluate and forecast complex pricing scenarios for a novel
hepatitis C compound with only minimal Phase II data available.
The Desirability and Pricing Calculator can be used to:
1) a
ssess how stakeholders make intrinsic trade-off decisions and
quantify stakeholder insights;
2) enable fast-turnaround simulation without additional research;
3) c apture evolution of stakeholder thinking through longitudinal
tracking;
4) h
elp prioritize product development activities and resolve
trade-off conflicts.
Poster 3
Utilizing Heat Map Technology to Track Aggregate
Respondent Likes and Dislikes
Presenter
Jennifer Rosner, Senior Strategist
CarbonSix, Chicago
This poster will serve to highlight how tablet technology and, specifically,
the use of an aggregate heat mapping technology can provide unique
insights to inform the development of effective sales materials.
Heat map technology is a creative approach to evaluate sales materials in an increasingly competitive marketplace. “Winning” materials to
support a brand strategy typically feature minimal yet powerful text and
lively visuals that emotionally engage physicians. Heat mapping offers
an easy way to capture those knee-jerk preferences and to aggregate data
effectively. This innovative technology can be executed across a variety
of project types, including global master sales aid testing for pre-launch
products, sales aid material refinement for post-launch products, creative concept testing at any point throughout the product lifecycle, and
for the evaluation of target product profiles (TPPs).
As the world of sales materials evolves to tablets, stimuli should be tested
as closely to their native format as possible. Utilizing tablet technology in
session enhances testing capabilities beyond the creation of heat maps.
Other tablet capabilities include collaging and cork board exercises,
3D virtual imaging, and mock detailing “voice over” scripts to simulate
sales calls. These capabilities allow for the tablet to be a helpful tool in
early stage story development, messaging prioritization, and whitepaper
research.
Poster 4
There’s an App for That: Using Mobile Technology to
Evaluate Medical Apps
Presenter
Kim Mizrahi, Director
CarbonSix, New York
Mobile technology is becoming nearly as ubiquitous in our professional
lives as in our personal lives. The pharmaceutical industry is no exception, with hundreds (if not thousands) of mobile applications available
to healthcare professionals (HCPs), ranging from medical reference to
branded, product-specific apps developed by pharmaceutical companies. Given the substantial investment required to create and maintain
these apps, pharmaceutical companies are increasingly interested in
understanding their perceived value and utility among users.
CarbonSix has developed a unique platform for evaluating medical apps
real-time and in-context using our mobile ethnography tool. Using this
tool, HCPs record their real-time reactions to an app (through voice,
video, or text) as they are using it in their daily professional lives.
In this poster, we explore how mobile ethnography can be used to help
companies learn how to drive interest in their app, what makes a “good”
app, and what they need to do get HCPs using their apps regularly. We
will provide detailed examples of how we have used to address these
questions and provide successful outcomes for our clients.
Poster 5
Finding that Needle in the Haystack
Recruiting and Obtaining Insights from Hard to Reach Patients
Presenters
Soumya Roy, PhD, Managing Partner and Marc DeCongelio, Research Director
Hall & Partners Health
By 2018, oncology products are going to constitute 50% of the pharma
market and orphan drugs are expected to account for 16% of all drug
sales in 2018 (EvaluatePharma). Moreover, in today’s world, patient-centricity demands that we gather and distil insights directly from patients
on their experience with disease and treatment. Cancer and rare disease
patients are hard to recruit. We share our experience with 3 case studies
that demonstrate the creativity and flexibility that is necessary for reaching and obtaining insights from these hard-to-reach patients.
Poster 6
Using Twitter for Patient ‘Netnography’
Presenter
Carolyn Reed, Senior Analyst, Linguistic Insights and Analytics
Verilogue
As the patient’s circle of influence continues to grow, social media has
evolved into the next frontier of research, a vast landscape of consumer
opinions we as market researchers have yet to conquer.
This increasing popularity of social media is slowly helping improve the
way people feel about their own health care transparency and authenticity online. In fact, recent studies show that 30% of adults are likely to
share information about their health on social media sites1. And that
number is projected to dramatically increase. The result of this uptick in
candid, public health-related social conversations is a rich data stream
from which market researchers can learn – but to we need to learn the
best ways to listen.
understand how rare disease markets differ from traditional markets.
Rare disease market research can help investigate and leverage these
differences, but the right tools are required.
Patients and allied health professionals play significant roles in rare diseases, making the opinions and views of these players as valuable as the
views of physicians. In order to appeal to these decision makers, pharmaceutical marketers must understand their high levels of expertise and
involvement, as well as their specific needs. These specific needs result
in vastly different ways manufacturers can interact with their customers.
Educational and supportive programs are critical tools for rare disease
manufacturers, and therefore critical targets for rare disease markets.
Rather than rely on the traditional broad canvassing and one-size-fitsall campaigns, researchers must untangle the complex relationships
between the many stakeholders found in the rare disease market. They
must tailor their approach to ensure they are asking the right questions,
interviewing the right stakeholders, and following the right approach to
navigate this new territory.
Interested? Stop by our poster to find out more!
Poster 8
The Investigator’s Dilemma
What Impact Will the Disruptive Shift of Clinical Trials to
Emerging Markets Have on Pharmaceutical Brands?
Presenter
Kelly Price, Senior Vice President
The Planning Shop international
In the business strategy book The Innovator’s Dilemma, Clayton Christensen outlines the paradox of technical innovation – companies that
lead in an industry often fail when a disruptive technology emerges to
become the ‘new norm’. While the Pharma industry is a far cry from the
disc drive industry that Clayton documents in his case studies, does it
not yet face similar threats in the form of innovative ways of doing business ‘as usual’?
One area of particular interest is clinical trials. Big Pharma has traditionally executed them in their main markets – namely, the US and EU5.
However, with increasing regulations and the resulting impact on budgets and timelines, companies are increasingly conducting their trials in
Eastern European and Asian countries, where both costs and regulatory
hurdles are lower.
Physicians, when faced with results from these trials, often raise questions of legitimacy of the data. Yet the trend continues. In the meantime, trials and studies in ‘non-standard’ markets are improving in terms
of quality and recognition, with increasing numbers of articles from
new markets finding their way into journals like Nature, NEJM and The
Lancet.
So the question remains:
In this case-study poster we introduce the concept of thick data. As a
stand-alone analytic dataset or as a layered component to traditional
trend analytics, thick data goes beyond the what provided by surfacelevel social media monitoring and explores the how and why of patient
behavior online.
– Is this shift permanent?
Using real Multiple-Sclerosis and Type II Diabetes client studies focused
on Twitter data, this poster reveals the application of a unique, twostep ‘Netnography’ method for targeting and analyzing key consumer
interactions by efficiently sifting through “big” social media chatter.
The resulting insights map a network of users’ candid thoughts on
treatment, including switch decisions, product sentiment, and lifestyle
concerns addressed online.
Come view our poster to find out what the experts say.
1. http://blog.fluencymedia.com/wp-content/uploads/Healthcare-Infographic-web-1.jpg
Poster 7
Rare Data: Rare Diseases Are Different, Research
Should Be Too
Presenter
Venkat Rajagopal, PhD, MBA, Director, Business Development
ZoomRx
Rare diseases are big business. The rare disease drugs launched in 2013
alone are estimated to earn almost $1.5 billion in annual peak sales.
With so much potential, it is crucial that pharmaceutical manufacturers
– Will it be a complete shift?
– And what are the implications for pharmaceutical brands and associated market research as a result of this trend?
Poster 9
Better Insights through Integrated Research
Presenter
Christine LaFiura, Senior Research Director, US Health
GfK
“Survey says” research from multiple sources can no longer sustain
health marketers’ brand performance needs. Brand optimization demands a fresh approach to brand research with a greater emphasis on
time-sensitive action-oriented guidance.
In this poster session, GfK, via a case study of new specialty market
entrant, will demonstrate a how an integrated research approach that
combines multiple data sources—including behavioral—satisfies
marketers most critical needs—how is my brand performing and why?
Specifically, GfK will show PBIRG members how to:
• Master multiple data streams (e.g. ATU, message recall, sales force
effectiveness, loyalty and behavioral tracking)
Manned Poster Sessions on Sunday May 18 & Monday May 19
11
• Develop brand acceleration analysis with integrated survey &
TRx dataBlueprint clear actions that brand teams use quickly and
effectively
Poster 10
Starting With the End in Mind
Combining Evidence from the Key Stakeholders to Drive More
Sustainable Market Access
Presenter
Thomas Russell, Associate Director
GfK Disease Atlas
Drug development has always been an expensive process and the ever
tightening demands of payers to demonstrate clinical- and cost-effectiveness adds to the level of investment required. Even then, eventual
reimbursement is not always guaranteed. Steve Jobs reminded us that
we must start with the customer experience and work backwards to
the technology if we are to be successful. But who is the customer? The
needs of patients, payers and physicians – and any additional healthcare
practitioners involved in delivering care – all have to be understood and
addressed in the development cycle.
Real-world data is increasingly being employed – and is increasingly
being demanded by payers – to characterise patients with a particular
condition; to understand the current standard of care, the costs associated with provision and the outcomes; and to identify the areas of unmet
need. Each of the key stakeholders – the patients, the payers and the
physicians – will collectively add to the knowledge base and also provide
essential insights about the future market requirements. Combining the
real-world data and insights from each of the stakeholders will set out
the evidence requirements that can feed much earlier into the development process.
The goal of this poster is to highlight the key criteria for evidence generation and why combining the insights from the three principal stakeholders is necessary to drive more sustainable market access.
Poster 11
An Illustration of How Game Theory and Nash
Equilibrium Can Be Leveraged to Improve Demand
Estimates in the Pharma Industry
Presenters
Dylan Johnson, Research Director and Rich Durante, Partner
Hall & Partners Health
This poster will focus on the application of game theory to demand
forecasts in the pharmaceutical industry. Game theory is an interactive
decision theory that predicts responses and counter-responses of different “players” in a competitive situation. Nash Equilibrium describes a
set of strategies that are employed in a market in response to competitive
strategies in such a way that after repeated actions and reactions, a state
of equilibrium is final attained and each competitor has maximized their
potential return.
Customer Insight
Hospital-based Pharmacist
Presenter
Daniele Corsaro, International Fieldwork Account
Medi-Pragma
The creation of value in market research requires a holistic approach and
a factual involvement of the Sponsoring Company. MEDI-PRAGMA has
applied this approach by organizing a series of structured workshops
with its client: from a co-creation perspective, they have produced new
research stimuli and helped define the survey path.
This approach has been implemented in a specific context in order to
identify innovative solutions for one of the key targets of MEDI-PRAGMA’s Client Company.
The co-creation phase led to the definition of an ethnographic survey
which, using the methodological approach Customer Centered Hospitalbased Pharmacists, aims at defining and identifying emerging or unexpressed needs among a sample of Hospital-based Pharmacists.
Objectives of the survey:
• To seize significant insights
• To identify latent and outstanding needs
• To identify areas of improvement in terms of easiness, efficiency
and/or effectiveness of the activities and the services formerly
implemented
• To gather concrete ideas and clues for development related to the
different steps of the hospital-based pharmacist’s daily activity
Job Description E Job Mapping
By applying this methodology, the different actions/activities of daily
work are sectioned, destructured and analyzed in the different steps that
they consist of and that are carried out to put them through
• The brainstorming on the different steps allows you to think of
modes, products, services to make daily tasks better, easier and
more effective
• In particular, this mode of analysis helps think of novelty, by
identifying responses to needs that still have to be rationalized
Target – Hospital-based Pharmacists: 4 from primary hospitals – 3 from
secondary hospitals (small-medium size)
Methodology – Ethnographic Survey
Poster 13
Unmet Medical Needs in Rare Diseases
Presenter
Ryusuke Shinozaki, Research Analyst
SSRI
Rare diseases have recently been attracting the attention of the pharmaceutical industry as the next frontier of research and development
due to the general lack or insufficiency of treatment options. However,
it is not necessarily clear to what extent rare diseases are in need of new
treatment options (unmet medical needs), and whether they are different from more common diseases. Also, are there differences in the needs
level between the rare diseases?
We have embarked on a program of research to apply game theory and
the concept of Nash Equilibrium to the process of modeling demand for
new medications in the pharmaceutical industry. .
In this poster presentation, we will examine how rare diseases are different in terms of unmet needs by using the large-scale web survey with
physicians.
Specifically, we have created an Interactive Decision Tool (IDT) that
simulates the entry of pipeline HIV medications into the market. In
contrast to simulations in which just one market state is simulated, this
IDT simulates multiple successive market states. In this way, demand for
a particular product configuration involving price, mode of administration, and other launch factors is determined not only by how managed
care decision makers or HCPs respond to that medication as configured
but also by how competitive manufacturers may react to and make adjustments in the pricing or the features of their medications. Ultimately
the simulator reaches a steady state which theoretically provides more
realistic and stable demand estimates. This makes long-term utility of
the IDT more robust and, in turn, provides greater value to the client.
Poster 14
PBIRG Poster Showcase Abstracts
12
Poster 12
Are Your Global Research Results Biased?
Presenter
Kai Tuomi, Senior Engagement Manager
BioVid Corp.
Co-Authors: Satwik Harisenani, Meg Yingliu Gu, Aarti Shah
Global, centrally-designed market research programs are often commissioned to ensure a consistent measurement framework is used across
country borders. Such consistency allows comparability across markets
and ensures that an organization’s strategies, goals and actions are based
on a ‘level playing field’. However, researchers have to be cognizant of bi-
ases that can be introduced through the design process, or be present in
data collected for these global programs. One such source is response
style bias in the use of Likert (rating) scales. Such biases have been explored in detail within academic social science research, and appear to
relate to differences in various aspects of national culture. In commercial market research, such biases are often acknowledged and accounted
for in programs where the researcher will be combining data to provide
global level analyses*. However, researchers must also consider the
impact of such biases when comparing results across individual markets. For example, to what extent do evidenced differences in reaction
to a new product profile or potential messages reflect true differences in
respondent receptivity versus differences in response style? We present data from BioVid’s global primary research database to
demonstrate differences in response style evidenced in research among
healthcare professionals. We will also present from specific studies
to demonstrate the impact that NOT accounting for differences in
response styles can have on conclusions drawn. We will conclude with
a discussion of how the importance of acknowledging such biases may
vary based on the objectives of the specific research program. *Ref:Smith, C. “Global Segmentation: Relevant, Practicable and Worth the Effort”; PMRC,
2013 presentation.
Rossol, J. “Think about the scale you use”; EPhMRA, 2009, presentation.
Poster 15
Are Type II Diabetes Patients Better Controlled
Than in the Past?
Presenters
Sue Grosso, VP Sales, North America; Wayne Kelley, Analytics Team Lead, North
America, Igor Omelchenko, Business Development Director, North America,
John Amaral; Account Manager, North America
Cegedim Strategic Data (CSD)
CSD routinely collects syndicated Patient Chart data globally for various
disease conditions in more than 20 countries. Information collected
from these studies offer valuable treatment metrics and insights into
the reasons for treatment change. This poster highlights the change in
use of OAD treatments from 2010 to 2013 globally and the subsequent
overall impact on Type II diabetes patients’ well-being.
Using 2010 for historical reference, the overall trend in how well current
patients diagnosed with type 2 diabetes are controlled by their prescribed treatment was observed using their most recent HbA1c score.
Patients were categorized into three groups based on their HbA1c score:
“well-controlled” (HbA1c < 6.5), “moderately-controlled” (6.5 < HbA1c <
8) and “poorly-controlled” (HbA1c > 8). The change in treatment regime
from 2010 versus 2013 was also observed across countries.
Authors: Wayne Kelley; Analytics Team Lead, North America and Neha
Khandke; Market Research Analyst, North America
Poster 16
Global Markets Surrogates Model (MSM)
Choosing a surrogate market and making brand decisions
based on contextually reliable analysis
Presenters
James E. Heasley II, Ph.D., Principal and Krystyna Litton, Ph.D., Research Associate
Evolution Consulting & Research
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.
In the light of this dilemma, we have developed a model that is set to aid
market researchers and their brand teams in two key tasks: (1) choosing
a surrogate market for research and (2) making brand decisions based
on a better and contextually reliable analysis of a given market.
The model combines a cultural marker, by which countries can be
meaningfully differentiated, with data measuring the market potential
for pharmaceutical products in each country. It yields a Market Surrogates Map (MSM) by global region, segmenting the global map into
modules, analyzing and providing specific strategies for approaching
each of the selected countries.
For this poster presentation we use MSM to show a strategy for approaching marketing research and analysis in Asia. Specifically, we
demonstrate (1) reasoning for choice of one country over another in the
region and (2) strategies for analyzing the market research data gathered
in those countries.
Poster 17
Online Research Community and Bulletin Board Focus
Group Solutions
Presenters
Marianne Jaeger, Ph.D., Rafaat Rahmani and Marcus Healey
Lifescience Dynamics
Online bulletin boards provide a viable alternative to traditional methods for qualitative market research and provide richness & depth of data
whilst being flexible & cost-effective. The benefits and potential of online research for qualitative market research and market access projects
will be explored in this poster. Through understanding the capabilities
of such platforms, online bulletin boards can be added to an existing
arsenal of research methodology.
Poster 18
The Fulcrum Research Group Approach
Presenters
Erik Coats, Managing Partner, Lucy Robin, Managing Partner, Kelly Marino,
Managing Partner, and Rebecca Gould, Vice President
Fulcrum Research Group
Accounting for Preference Share Imprecision
What market share will go to our new product? Or, How will an upcoming market event impact our current share? These are some of the most
critically important questions in pharmaceutical market research, with
far-reaching implications. An accurate prediction of future market share
can help optimize strategy beyond sales and marketing, impacting
decisions as far-reaching as manufacturing and future product development. However, accurate prediction of future preference share is one of
the most difficult objectives to achieve in market research.
We have developed a four-step approach that draws from social science
to provide a more accurate estimation of preference share.
Understanding Non-Rational Market Dynamics
Trying to understand why physicians make the decisions they do is critically important in pharmaceutical market research. An assessment of
market dynamics forms the underpinning for virtually all of marketers’
strategic and tactical decisions supporting their brand. Yet research to
understand market dynamics often over-emphasizes rational decisions
while providing little insight into non-rational drivers of behavior.
One helpful approach to understanding non-rational drivers of behavior
is an archetype analysis of customer journey interviews. Archetypes are
shared cultural stories that carry a rich network of associations. They
organize psychological impulses and direct them in meaningful ways;
when a particular archetype is activated, its pull on behavior is strong.
Importantly, physicians operate under different archetypes depending
on their training (their specialty) and what condition they are treating.
Identifying which archetypes are most common for different specialists
and conditions provides significant insights into what types of information and messaging will motivate behavior.
Poster 19
Anatomy, Process, and People – 2014
PBIRG Classification Committee
Presenter
Anthony Palkovic, Chair, Classification Committee
All pharmaceutical products are grouped into categories in the sales,
medical, and promotional audits according to the PBIRG/EphMRA
Anatomical Classification System. The Anatomical Classification brings
order and standardization to the pharmaceutical market. Today, the only
countries not on the Anatomical Classification are USA and Canada.
Responsibility for maintaining the integrity of the system, for modifying
it to meet the demands of the evolving pharmaceutical market, and for
reviewing and approving the classification of individual products lies
with the Classification Committee.
Manned Poster Sessions on Sunday May 18 & Monday May 19
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PBIRG 2014 AGM HOTEL MEETING SPACE LOCATIONS
May 18–21, 2014
Hilton Atlanta
Atlanta, George
escalator to
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Southern
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First Floor
meeting facilities
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Agency Fair
Located in the Galleria Exhibit Hall
RAMP
DOWN
Poster Showcase
(Mon. & Tue.)
Poster Showcase
(Mon. & Tue.)
BAR
Agency Fair
Booth / Company*
1 20|20
2 Verilogue
3 GfK
4 GfK
5 Medefield America Ltd., LLC
6 CarbonSix
7 dtw Research, Inc.
9Leger The Research Intelligence
Group, Inc.
10 Focus Pointe Global
11 Zeste Research
12Evolution Consulting and
Research
13 Branding Science
14 EQ Healthcare Limited
15 Fieldwork, Inc.
16 SKIM Analytical
17 BluePrint Research Group
18 Schlesinger Associates
19 Reckner Healthcare
20 FocusVision
1 The Planning Shop international
2
22 M3 Global Research
23 Fulcrum Research Group
24 Medi-Pragma s.r.l.
25 QQFS
26 Double Helix
27 Genactis Ltd.
28WebMD Professional Market
Research
29 Markelytics Solutions
30 Lifescience Dynamics
31 Buzzback Market Research
32 Critical Mix
33 Aequus Research
34 Olson Research Group, Inc.
38 Thomson Reuters
39 SSRI
44HRA - Healthcare Research &
Analytics
45 BioVid Corporation
46 Anterio, Inc.
*Company contact information may be found in the insert accompanying this program.
47 Hall and Partners Health
48 MarketVision Research
68 Toluna
71 University of Georgia/MRII
72 Gillian Kenny Associates
73 Research Partnership
74 WorldOne
75 ZoomRx
76 setuserv
77 Ronin
78 All Global
79 Kantar Health
80 IMS Health
81 AplusA
82 DoctorDirectory
83 Facta Research
84 PBIRG
85 Cegedim Strategic Data
86 Galileo Analytics
Agency Fair
15
Key Opinion LeaderS Panel
“Pills, Payers and the
Pharma Industry”
TUESDAY MAY 20, 2014
Dr. Hossain Borghaei
(Immunology/Oncology)
PanelistS
Chair, Research Review Committee, Oncology Division Fox Chase Cancer Center, Philadelphia
8.45–10.15a
Dr Hossain Borghaei works at one of the world’s preeminent cancer institutes, Fox Chase Cancer
Center, main campus, Philadelphia, where one of the key post he holds is Chair of the Research Review
Committee of the prestigious Oncology Division there.
Dr Borghaei’s laboratory is focuses on immunotherapy in cancer, with particular emphasis on the clinical development and
application of monoclonal antibodies. Recent work from his group has included a Phase I trial of naptumomab estafenatox,
a recombinant fusion protein consisting of a mutated variant of a super-antigen linked to the antigen binding moiety of a
monoclonal antibody recognizing the tumor-associated antigen, 5T.
In addition to developing new monoclonal antibodies, Dr Borghaei is conducting clinical trials to explore the immunological
responses that occur as a result of certain monoclonal antibody therapy-associated antibody-dependent cellular cytotoxicity (ADCC) ADCC, with the goal of augmenting these immune responses to achieve improved efficacy of antibody therapy.
Dr Hossain Borghaei is additionally involved in a number of innovative clinical trials with various other monoclonal antibodies and his latest lung cancer trial explores the relationship between EGFR and Aurora Kinase in lung cancer.
Moderators
Dar yl Bogard, RPh, MBA
Patricia K. Coyle, MD
(MS)
co-moderator
Professor & Vice Chair Department of Neurology, SUNY at Stony Brook University Medical Center
Sr. Director, Global Marketing Research,
Allergan
Daryl is a third-generation pharmacist who has spent his entire professional career in the pharmaceutical industry, one-sixth of it in sales and the balance in
marketing research. Daryl started his career with ParkeDavis / Warner-Lambert. He has worked at Allergan
for over 20 years, where he leads the Global Marketing
Research department.
Daryl is married with four children. He is a member of the
Travelers’ Century Club and The Baseball Reliquary. He is
an avid sports participant, coach and spectator.
Stephen Godwin
co-moderator
Senior Research Director
THE PLANNING SHOP international
After a neuropharmacology doctorate, Stephen entered the pharma
industry in 1978, through Merck &
Co marketing, moving to Eli Lilly, where he was European
New Product Director responsible for the build up to
launch of Prozac. More recently, since 2005, Stephen has
been working exclusively with international KOLs, typically in projects assessing drugs early in development.
TPSi’s Thought Leader Group, which Stephen runs, has
been deeply involved in international studies across both
major and not so major)therapy areas. Importantly, TPSi
not only carries out all its own KOL interviewing and
analysis; it also identifies and recruits all the top level KOL
respondents. Working with KOLs, Stephen is also virtually
the only proponent of the elegant Delphi methodology in
the healthcare world, having used it more than a dozen
times since the ‘nineties. Many of the therapy areas have
been studies on several occasions giving it considerable
future-predicting power. Stephen is a regular invitee on
BBC Radio and TV as an industry analyst and his articles have been widely published over the last 15 years.
In 2013, he was awarded the annual EphMRA Prize for
Contribution to Medical Market Research.
16
Patricia K. Coyle, MD, is Professor and Vice Chair (Clinical Affairs) of Neurology, and Director of the
Multiple Sclerosis Comprehensive Care Center at the Stony Brook University Medical Center, Stony
Brook, New York. She received a BS degree with highest honors from Fordham University, Bronx, New
York, and an MD degree from the Johns Hopkins School of Medicine, where she was elected to Alpha
Omega Alpha. While at the Johns Hopkins School of Medicine, she completed a residency and chief residency in neurology, followed by a two-year fellowship in neuroimmunology and neurovirology. She then went on to establish a successful
research laboratory in addition to building a busy clinical practice at the Stony Brook University Medical Center. Dr. Coyle is the author of numerous articles on clinical and basic research aspects of multiple sclerosis (MS) and neurologic infections and she is recognized as a leading expert on MS and neurologic infections. Her areas of expertise include
Lyme disease and neurologic infections, cerebrospinal fluid, therapeutics, and neuroimmunology. Her research has been
supported by the National Institutes of Health and other organizations. She is currently involved in a number of therapeutic
trials testing new immunotherapies for MS, as well as studies addressing neurologic aspects of Lyme disease. In addition
to her busy clinical and research careers, she has held active leadership positions in a number of national and international
organizations and academic societies, including the American Academy of Neurology, American Neurological Association,
National MS Society, and the American Board of Psychiatry and Neurology. She lectures widely on MS and neurologic infections to national and international audiences.
Dr. Gerald M. Reaven
(Diabetes/Met. Synd.)
Dr. Gerald M. Reaven received his MD degree from the University of Chicago in 1953, and postgraduate training at the University of Chicago, University of Michigan, and Stanford. He joined the Stanford
University School of Medicine faculty in 1961, where he remains as Professor of Medicine (Active
Emeritus), Division of Cardiovascular Medicine. During his years on the Stanford faculty, Dr. Reaven
has served as Head of the Division of Endocrinology and Metabolic Diseases (1974-1977), the Division
of Gerontology (1977-1990), and the Division of Endocrinology, Gerontology, and Metabolism (19901995). He also served as Director of the General Clinical Research Center (1974-1990) and Director, Geriatric Research,
Education and Clinical Center, Veterans Affairs Palo Alto Health Care System (1977-1995)
Dr. Reaven has published ~ 600 peer-reviewed research articles in scientific journals, as well as authoring or co-authoring
numerous textbook chapters and other scholarly works. His research contributions have been widely recognized, and
he has received the highest awards for research from the Department of Veteran Affairs (William S. Middleton Award for
Outstanding Achievement in Medical Research, 1987), the American Diabetes Association (Banting Award for Distinguished
Scientific Achievement, 1988), the British Diabetes Association (Banting Memorial Lecture, 1990), the European Association
for the Study of Diabetes (Claude Bernard Lecture, 1994), and the Endocrine Society (Fred Conrad Koch Award, 2006). In
addition, Dr. Reaven has received the Elliot Proctor Joslin Memorial Lecture (1990), the Nordisk-McGill Lecturer in Diabetes
(1990), the Joseph Kirby Lilly, Distinguished Service Award (1995), Novartis Award for Long-standing Achievement in
Diabetes (2000), the Sixth Linus Pauling Functional Medicine Award (2001),the Renold Medal of the American Diabetes
Association (2002), the Frontier in Science Award from the American Association of Clinical Endocrinologists (2003), the
National Institutes of Health Directors Astute Clinician Lectureship (2004), Ellen Browning Scripps Medal (2004), Dewitt
Goodman Memorial Lecture, Columbia Univ School of Med (2004), Priscilla White Lectureship on Metabolism, Joslin
Diabetes Center (2005), Presidential Lectureship at the Canadian Hypertension Society (2005), Honorary Doctorate, Faculty
of Medicine, Univ. of Southern Denmark(2007), Honorary Member of the European Association for the Study of Diabetes
(2007), the 23rd Annual Robert J. and Claire Pasarow Foundation Award in Cardiovascular Research (2011), The Annual ACN
Award, American College of Nutrition (2011), American College of Endocrinology Clinical Distinction Award (2012), and
National Lipid Association Honorary Lifetime Member Award (2013).
Global PAYERS Roundtable Panel
“Evolving Payer Roles, Requirements & Relationships”
WEDNESDAY MAY 21, 2014
9.30–11a
Omar Ali, BSc (Hons) Pharm DipClinPharm MRPharmS ACPP
PanelistS
United Kingdom
Qualified with a hospital pharmacy background and currently working as the Formulary Advisor for
Surrey & Sussex Healthcare NHS Trust, Omar currently leads the regional Joint Drugs & Therapeutics
Committee and sits on both the PCT Medicines Management Steering Group as well as the new CCG/
Commissioning Prescribing Clinical Network.
Omar is a Senior Lecturer at UCLH Pharmacy Programme and is both Lecturer & Examiner on the
Independent Prescribing V300 Course at the University of Surrey. Omar has 27 publications to date (prescribing management
within various long term conditions & health economics) and has authored 2 booklets on implementation of NICE Guidance
& TAG documents.
He has spoken at various Medical Conferences within the UK, Europe & US and has been appointed to the NHS Advisory
Board for Pharmaceutical Field Magazine. He is an Editorial Content Adviser to both Guidelines (national publication for NHS
payers) as well as Prescriber (national publication for NHS Medicines Management) and also sits on the CPPE Advisory Board
Task Force. He has recently been invited to the position of Associate Editor to the Canadian Journal of Population Therapeutics
& Clinical Pharmacology. In 2013, Omar will be the ‘payer’ face for “Doctors.Net” authoring a monthly ‘medicines commissioning’ bulletin for over 60,000 GPs.
In 2010, Omar was appointed a position on the External Reference Group on Cost Impact Modelling for NICE and has starting
advising foreign investors on ‘Value Based Pricing’ (hosted by the UK Department of Trade & Industry) which will replace the
PPRS Roadmap for Drug Pricing in the UK by 2014.
Harald Herholz, MD, MPH
Kassenärztliche Vereinigung Hessen
Germany
Moderators
Stephen Murdock
co-moderator
Director, Global Strategic Market Analytics
Millennium
Stephen Murdock is Senior
Director, Global Strategic Market
Analytics for Millennium, the
Takeda Oncology Company as well as President of
PBIRG. While pursuing a B.Sc. degree in Chemistry, he
worked in the laboratory of Nobel Laureate Dr. Richard
Heck. Afterwards, Steve obtained an M.B.A. degree
with concentration in Market Research and Operations
Management from Drexel’s LeBow College. Steve previously held progressive positions in Market Research,
Business Planning, R&D Planning, and Contract
Management with Novartis, Warner-Lambert, and
Ipsen Pharmaceuticals. As part of his current role, he
has worked to change Millennium’s market research
and forecasting focus from a US-only to a global one.
Dr. Harald Herholz studied medicine at the University of Frankfurt am Main. He completed his postgraduate studies at the School of Public Health in Hannover and the School of Public Health, University
of Texas, Houston, USA. The later was with a grant provided by the German Academic Exchange Service.
Dr. Herholz worked for several years as a physician in different hospitals (cardiology, rheumatology).
Since 1994, he has been head of the Quality Assurance Department of the Doctors association of the federal state of Hessen
(Germany), where he is also responsible for innovative managed care-projects. Since 2001, he is also head of the drug management department where he is responsible for contracting with insurance companies, reimbursement decisions, enforcement
of efficiency audits and guideline development.
He is assistant professor for health care management at the University of Applied Sciences in Frankfurt and lectures as well at
the University of Marburg (e-health, disease management & quality assurance). Dr. Herholz is the editor of several magazines
for quality assurance and health care management. He is also a member of several federal boards for reimbursement decisions.
Dr. Herholz also acts as a consultant to a number of foreign governments in Europe, Africa, Central America and Asia. He has
published several articles on drug utilization, health policy, reimbursement and pharmaceuticals in Europe.
Olivier Wong, MD
France
Dr. Olivier Wong has been trained through his internship in a wide range of clinical settings from
academic hospitals to remote rural hospitals in several medical fields: internal medicine, intensive
and emergency care, diabetology, psychiatry and rheumatology. He has then practiced primary care
in remote and deprived area but also in wealthy cities where he has gained an in-depth knowledge
of family medicine including paediatrics and gynaecology. He holds a MD and a Master Degree in
Biostatistics.
After this clinical experience, he had the opportunity to join a renowned Pharmaceutical company (Hoechst AG) as a junior
researcher and worked on a large and international clinical trial for an innovative drug for several cardiovascular indications.
Specifically, he implemented a methodology for centralized imaging assessment.
He then established a practice in family medicine in Paris and has been working part time within a wide range of experiences:
in forensic medicine, as a paediatrician for a hospital’s nursery, in the establishment of a network of physicians with national
and European funding aiming at improving avoidable hospitalizations and early discharge, in teaching public health for a
residency program at Necker Hospital and in the participation in senior ward rounds in diabetology.
Olivier Wong was appointed as a fully pledged member of the French National Guideline Committee at both the Drug National
agency and the National Health Authority since 1996. He was also a member of “Commission de la Transparence” from 1998
to 2011 and a member of the Governance Group of the “Assises du medicament” in 2011. He was invited in 2003 at Harvard
Public Health School. He has done some consultancy work for the French Ministry of Health and the French Social Security
on electronic medical record and care management for health centres and private hospitals. His extensive service in the transparency committee and his wide methodological and clinical knowledge allow him to now act as an independent consultant
with a special interest in strategic decision at early stages of development. Moreover, he has an international perspective of
the payer’s industry in Europe and has participated in many payers’ meetings mainly in the EU but also in North America and
for emerging markets
Lee Blansett
co-moderator
Senior Principal
P&MA
Lee is a Senior Principal in
P&MA Consulting in the US.
He currently leads IMSCG’s
Oncology Coordinating Committee, and serves as
Liaison with IMS Health’s Global Oncology organization
Lee has twenty years of experience working with,
consulting to, and studying providers and payers in
the U.S. and EU. His provider and plan experience
includes recent work with oncology medical groups
and prior work with Stanford Medical Center, Kaiser
Foundation Health Plans / The Permanente Medical
Group, and APM. He speaks at multiple conferences
each year and has been interviewed by The Pink Sheet,
New York Times, Women’s Health, Oncology, and The
Lancet-Oncology
He earned his M.B.A. in Entrepreneurial Studies at The
Wharton School, University of Pennsylvania and his
B.Sc. in Finance at Santa Clara University, where he was
a National Merit Scholar
His areas of expertise are in the oncology ecosystems
in US and Europe, focusing on reimbursement and
health systems’ alignment around cancer care. Lee
has completed numerous projects in oncology market
access extending back to 2001. His oncology experience
is extensive and ongoing.
17
Worldwide... and beyond
Panacee - © Fotolia
EXPERT IN TRACKING STUDIES & CHOICE MODELING TECHNIQUES
PRESCRIPTION TRACKERS - ATU TRACKERS - IMAGE TRACKERS
LAUNCH TRACKERS - TRIAAL-STEP® & SUMM®
www.aplusaresearch.com
LONDON
•
NEW YORK
•
LYON
•
PARIS
A+A-AP-19x12cm.indd 1
08/01/14 22:56
THINK YOU KNOW GfK? THINK AGAIN.
GfK Health is reinventing itself to meet the diverse challenges our clients face in today’s global
economy. Whether it is global pricing and reimbursement, product and service innovation, or
digital marketing effectiveness, our business-minded consultants provide advice you can put
into action. Find out why there is so much more to know about GfK.
Please visit us at booth 3 & 4 or contact us
at [email protected] to explore the
possibilities.
GfK. Growth from Knowledge
18
PBIRG 2014 AGM Valued Sponsors
www.gfk.com
M A R K E T I NG R E SE A RC H
|
PRODUC T DE V ELOPM EN T
|
COM M ERCI A LIZ AT ION ST R AT EGY
|
FOR ENSIC A SSE SSM EN T
They talk.
We analyze.
You succeed.
At Evolution Consulting & Research, our goal
is always to engage our clients in long-term
relationships so that we can help them develop
and refine successful brand strategies at all
stages of a product’s life cycle.
We deliver a better understanding of the attitudes and behaviors of your
audiences and form clear plans of action using focus groups, in-depth
interviews, content analyses and ethnography studies. Additionally, we
craft comprehensive recommendations and execution plans focused on
product development, pre-launch competitive readiness and post launch
forensic assessment that capitalize on our breadth of experience and
knowledge of the biopharmaceutical landscape.
For more information visit www.evolutionconsulting.com or contact
Michael Heasley at [email protected] or at 267.405.8032.
PBIRG 2014 AGM Valued Sponsors
19
Customer-led
RP_Half_Page_Advert_190mmx120mm.indd 2
www.RecknerHealthcare.com
20
PBIRG 2014 AGM Valued Sponsors
4/7/14 11:59 AM
Philadelphia • Washington • Rochester • San Mateo • Tokyo • Seoul • Beijing • New Delhi • London • Oxford
CONTACT US
The Global
Research Remedy.
(202) 293-2288 x203
[email protected]
VISIT US
research.m3.com
With a panel of more than 2.5 million verified,
worldwide physicians differentiated into more than
700 subspecialties, we can deliver accurate and
cost effective medical market research studies
PBIRG_AD_MVR_2014_halfpagead.pdf 1 5/12/2014 9:10:37 AM
Got Business Questions?
We’ve Got Solutions
actionable
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C
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Rob Miller
Executive Vice President
[email protected]
Voice: 267.470.4602
www.mv-research.com
Healthcare Insights Team
PBIRG 2014 AGM Valued Sponsors
21
MORE for LESS
THE PLANNING SHOP international is sourcing KOL physician and
payer attendance for key sessions during PBIRG 2014
Better use of Key Opinion Leaders is just one way that we are disrupting to
deliver more for less
•
More from elegant consumer based techniques
•
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•
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Combining studies for better outcomes
Bottom line - less of your time, less of your budget
To find out how our elegant consumer-based products, therapy
knowledge and partnership help you to deliver More for Less, contact
us here: Sherry Fox – [email protected]; Stephen
Godwin – [email protected], Kelly Price –
[email protected]
22
PBIRG 2014 AGM Valued Sponsors
Navigating Insights,
Transforming
Healthcare Brands
ALLOW DOCTORDIRECTORY’S
ACCESS TO
PRESCRIBER-LEVEL DATA
TO WORK FOR YOU
NEED ACCESS TO OVER 700,000 PRESCRIBERS?
Visit us at booth 82 or contact Mimi Rolen at 828-255-0012 ext. 105
contactdd.com
Bringing innovative research techniques
together with proven marketing
frameworks to inform strategic
commercialization decisions.
• Market Map
• Segmentation
• Patient Journey
• Positioning
• Forecasting & Market Simulation
www.blueprintrg.com
PBIRG 2014 AGM Valued Sponsors
23
AEQUUS RESEARCH –
SPONSOR: DELEGATE WELCOME STATION
Please drop by the welcome station or our booth during the agency fair to find out more
about Aequus Research and meet with Julie & Paul
Senior team of directors with over a century of experience in pharmaceuticals and market
research!
At Aequus we customise solutions to individual client needs and we exclusively work with
global and European headquarter pharmaceutical companies
We creatively employ qualitative methodologies always place an emphasis on clear and
reliable results and recommendations. Our vision is to provide the very best high quality
research
Recent work in ‘Emerging Markets’ includes: Asia, Africa, South America & Eastern Europe
Contact: Julie Buis & Paul Taylor
[email protected]
[email protected]
24
PBIRG 2014 AGM Valued Sponsors
GLOBAL REACH. LOCAL INSIGHT.
1.8 MILLION VERIFIED GLOBAL HEALTHCARE PROFESSIONALS
With 14 offices around the world, WorldOne offers global healthcare data collection
from a local perspective. WorldOne has ground-level access to physicians and other
providers, providing timely, cost-effective and high quality data for your projects.
WorldOne is the source for all your quantitative research needs. For more information
visit www.worldone.com
North America South America Europe Asia-Pacific
PBIRG 2014 AGM Valued Sponsors
25
World’s trusted MRO Agency
11
Years
In Business
Global Data Collection
Group Employees
Proprietary Healthcare Panels
Surveys Across
60
Survey Programming
Therapy Areas
Data Processing
1 Million
Analysis & Reporting
Physicians Targeted
Jasal Shah
Drikpriya Neogi
USA
Associate Vice President
[email protected]
+1 415 755 0684
26
PBIRG 2014 AGM Valued Sponsors
Countries
Served
INDIA
CEO & President
[email protected]
+91 98862 54463
Questions Answered
Consumers Targeted
www.markelytics.com
IMSH2_Advert_AnalyticsLink_PBIRG_USL 0514_Layout 1 12/05/2014 12:08 Page 1
The interactive power of
connected pharmaceutical insights
IMS Health Analytics Link™
It’s time to realize your full potential and advance to the next generation of interactive
pharmaceutical insights.
Power better decisions with our new integrated online tool, IMS Analytics Link,
combining quantitative and qualitative insights for drugs, therapies, companies
and countries – delivered via best-in-class technology featuring advanced visualization
and navigational functionality.
Come and visit booth #80
for an online demonstration
or contact Dan O’Brien at [email protected]
[email protected]
+1-484-567-6371
www.imshealth.com
IMS HEALTH ONE IMS DRIVE, PLYMOUTH MEETING, PA 19462, USA4
©2014 IMS Health Incorporated and its affiliates. All rights reserved.
Trademarks are registered in the United States and in various other countries.
PBIRG 2014 AGM Valued Sponsors
27
PBIRG appreciates the continued commitment of its members and acknowledges the following
for their contributions in making this AGM a success!
Agency Fair Refreshments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IMS Health
AGM Program Exhibit Guide Insert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Research Partnership
Books The Creative Destruction of Medicine. . . . . . . . . . . . . . . . . . . . . . . GfK HealthCare
Bottled Water . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WorldOne
Conference disposable cups/lids. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WorldOne
Daily Audio Visual Slides . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . AplusA
Delegate Charging Stations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CarbonSix
Delegate Welcome Station. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Aequus Research
Delegate Work Stations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Markelytics
Delegate Kickoff Breakfast. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IMS Health
Monday Coffee Break . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DoctorDirectory
Monday PBIRG Dinner Music. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . MarketVision Research
Monday PBIRG Dinner Photo Booth. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Reckner Healthcare
Monday Hospitality Suite Entertainment. . . . . . . . . . . . . . . . . . . . . . . . . BluePrint Research Group
Monday Hospitality Suite Corn Toss . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WorldOne
Poster Showcase Program CD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Evolution Consulting & Research
Poster Showcase Refreshments on Sunday. . . . . . . . . . . . . . . . . . . . . . . . IMS Health
Poster Showcase Cocktail Reception on Monday . . . . . . . . . . . . . . . . . . Evolution Consulting & Research
Tuesday Coffee Break . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Evolution Consulting & Research
Tuesday KOL Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Planning Shop international
Tuesday WorldOne Hospitality Suite. . . . . . . . . . . . . . . . . . . . . . . . . . . . . WorldOne / PBIRG
Tuesday Dinner Entertainment – Fire Eaters. . . . . . . . . . . . . . . . . . . . . . Cegedim Strategic Data
Wednesday Coffee Break . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M3 Global Research
2014 PBIRG Affiliate Advisory Board
Justin Edge
GfK
Harriet Kozak
Research Partnership
Kim Morneau
BluePrint Research Group
Susan Grosso
Cegedim Strategic Data
Jemma Lampkin
SKIM Healthcare
Jeff Histand
Reckner Healthcare
Rob Miller
MarketVision Research
Rob Ramirez
Schlesinger Associates - Schlesinger
Interactive
Thank you,
The PBIRG Executive Committee and Director
Stephen Murdock
President
Steve Petruccelli
Past President
Daryl Bogard
Vice President
Nancy Wilkerson
Treasurer
Kai Bode
Vice President
Program Development
and Education
Maura Snyder
Vice President
Business Research
Dr. James Parrish
Vice President
Primary Research
Isabel Gabriele, Chair
Registrations/
New Members
Helene Klaassens
Poster Showcase
Coordinator
Anthony Palkovic, Chair
Classification
Committee
Anthony Recalde, Chair
Technology Committee
Carol E. Reilly
Executive Director
Kelly Knauth, Co-Chair
Rob Ramirez, Co-Chair
2014 AGM
Hope to see you next year at the PBIRG 2015 AGM in New Orleans, Louisiana
May 17 – 20
28
PBIRG ANTITRUST COMPLIANCE POLICY STATEMENT
The Pharmaceutical Business Intelligence and Research Group (PBIRG) places paramount importance on its members’ full and complete compliance with the
principles of the antitrust laws in every aspect of their participation in the activities and programs conducted or sponsored by PBIRG. As a cooperative association of
firms and businesses dedicated to promoting the value and development of the best uses and techniques for market research, developing business information, and
strategic planning in the pharmaceutical, healthcare, and biotechnology industries, PBIRG undertakes efforts and initiatives that mutually benefit all of its members
and ultimately contribute to the welfare of the consumers that its members serve. To guard against potential misuse of the interactive forum provided by PBIRG or its
specific activities or programs, PBIRG requires its members’ unqualified commitment to conduct their activities free from any individual plans or objectives that might
adversely affect competition among its members or within the global healthcare industry.
© 2014 PBIRG and Graphics House, LLC. All rights reserved. Printed in the USA
DISRUPTIVE
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