New Orleans

Transcription

New Orleans

PBIRG
5
201
AGM
New Orleans
May 17-20
PBIRG 2015 ANNUAL GENERAL MEETING
AGENDA
May 17-20
SATURDAY – MAY 16
MONDAY – MAY 18
7a PBIRG Registration (7a–5p)
7a Delegate Welcome Station (7–8.30a)
7a PBIRG Delegate Charging Stations Open (7a–5p)
9a PBIRG Office opens
SUNDAY – MAY 17*
8aPBIRG Delegate Charging Stations
Open (8a–5p)
12n Poster Showcase setup (12n–4p)
12n Pre-Conference Luncheon (12n–2p)
1pPre-Conference Series Session (1–2.30p)
Session 1: The Future Of Patient-Centered
Care – CarbonSix and PNC
Healthcare
7a Delegate Kickoff Breakfast (7–8.30a)
8.30a Opening Remarks and Session (8.30–10.15a)
8.40a Lifetime Achievement Award
Monday
and
8.45a Keynote Speaker – The Medical Thriller As It Connects To
The Future Of Healthcare – Dr. Robin Cook
Q&A
11aDelegate Welcome Station (11a–2p and
4–6p)
Dr. Robin Co ok
Monday Keynote Sp eaker
10.15aCoffee Break
10.30aUniversity Series – Session 1 (10.30–11.45p)
Tuesday
Sessions
4 Workshop Topics in each Session
▶ Healthcare 2020
▶ Consumer Packaged Goods – Device Influence
▶ Cutting Edge Technology
▶ Increasing Our Value
1.30pUniversity Series – Session 2 (1.30–2.45p)
▶ Healthcare 2020 ◀
Workshop 1: E xploring A New Collaborative Technology To Create A
More Engaging Research Experience – Merck & Co., Inc.
and Schlesinger Associates
Workshop 1: A
round The New World Of MR In <80 Minutes
A guide to increasing your value – GfK
▶ Consumer Packaged Goods – Device Influence ◀
2.30pBreak
Workshop 2: Understanding Brand Bonds – CarbonSix
2.45pPre-Conference Series Session (2.45–4.15p)
Workshop 2: Innovations In Gathering Patient Insights
– Kantar Health
▶ Cutting Edge Technology ◀
Session 2: Gelotology and Medical
Marketing Research – A Truly
Laughable Concept – Perleberg
Pharma Partner Health Research
International
Workshop 3: H
ow The Style Of Demand Measurement And Product
Presentation Influences Estimation Of New Product Use
– Biovid
4.15pManned Poster Showcase I (4.15–5.30p)
▶ Increasing Our Value ◀
6.15pIndustry Welcome Reception
(By invitation only)
Workshop 4: F our Practical Ways To Maximize ROI Of Your
Ethnographic Research – Verilogue, Inc.
7p Opening Reception (7–8.30p)
8.30p Evening FREE
Workshop 3: D
eeper Connections Through Online Communities
A case study – Novo Nordisk and MarketVision
Workshop 4: Increasing Our Value As Medical Marketing Research
Professionals – Double Helix Discovery and Double
Helix Consulting
2.45p Exhibitor set-up (2.45– 5.15p)
5.45pManned Poster Showcase and Agency Fair Cocktail Reception
(5.45–7.30p)
7.30p Evening FREE
11.45a Luncheon (11.45a–1.30p)
12n Dr. Robin Cook will be signing copies of his book “Cell”
12n Advanced Exhibitor Access (12n–1.15p)
*A Sunday Pre-Conference Golf Outing is scheduled for those interested at 8.15a and
the Mysteries of the Louisiana Swamplands outing will begin at 8.45a.
PBIRG 2015 AGM PRO GR A M AND REGISTR ATION INFORMATION - 2
AGENDA
May 17-20
TUESDAY – MAY 19
7a PBIRG Delegate Charging Stations Open (7a–5p)
Luncheon provided for affiliate members in exhibit hall
12n Affiliates Business to Business Session (12n–2p)
7.15a PBIRG Breakfast (7.15–8.45a)
8.30a General Sessions
Luncheon provided for Industry in sessions
8.40a PBIRG Presidents Award
Industry only – ID required for access
8.45a Panel Discussion – Town Hall Forum — Global Market Research 2020 (8.45–10.15a)
2p Agency Fair Exhibits (2–5p)
5p Exhibit Breakdown
7p Mardi Gras Parade to Club XLIV
Panelists: David Berman, Merck & Co., Inc.
Uwe Hohgrawe, PhD, EMD Serono
Rafaat Rahmani, LifeScience Dynamics
Jean Patrick Tsang, PhD and MBA (INSEAD), Bayser
Moderator: Stephen Murdock
10.15a Coffee Break
10.30aUniversity Series – Session 3 (10.30–11.45a)
Workshop 1: Th
e Rep Of The Future
What institutional providers are looking for and how to evaluate your
effectiveness – HRA
12n Industry Issues Forum (12n–2p)
Cocktails and Buffet Dinner
9p Hospitality Suite Club XLIV
WEDNESDAY – MAY 20
7.30a PBIRG Delegate Charging Stations Open (7.30a–12n)
8a General Breakfast (8–9.15a)
9.15a Awards and Presentation Introduction
Workshop 2: Th
e Pepsi Challenge For Breast Implants
Using market research to develop promotional claims related to device
preferences – Allergan, Inc. and DeNovo Research Solutions, LLC
9.30a Panel Discussion – The Future Of Healthcare (9.30–11a)
Workshop 3: D
oing Things Differently
Taking the opposition out of positioning – EMD Serono and
THE PLANNING SHOP international
Panelists: Michael Kaplan, Altos Health Management
Brian Machinist, Norbridge
Richard Tinsley, RxC International
Moderator: Kai Bode, Merck & Co., Inc.
11a Conclusions and Departures
11a Coffee Break Outside General Sessions
Workshop 4: R eady To Wear?
An overview of the effective use of wearable tech for insights gathering –
HRW
KEYNOTE SPEAKER
May 18
MONDAY – MAY 18
Keynote Speaker
Dr. Robin Co ok
Doctor and author Robin Cook is widely credited with introducing the word
“medical” to the thriller genre, and thirty-four years after the publication of his
breakthrough novel, Coma, he continues to dominate the category he created.
Cook has successfully combined medical fact with fantasy to produce a succession of twenty-eight New York Times best sellers that have been translated into
forty some languages. To date, they include Outbreak (1987), Mindbend (1988),
Mutation (1989), Harmful Intent (1990), Vital Signs (1991), Blindsight (1992),
Terminal (1993), Fatal Cure (1994), Acceptable Risk (1995), Contagion (1996),
Chromosome 6 (1997), Toxin (1998), Vector (1999), Shock (2001), Seizure (2003),
Marker (2005), Crisis (2006), Critical (2007), Foreign Body (2008), Intervention
(2009), Cure (2010), Death Benefit (2011), Nano (2013) and Cell (2014). Putnam is
publishing Cook’s most recent novel, Host, scheduled for release 2015.
In each of his novels, Robin Cook strives to elucidate various medical/biotech ethical issues. Dr. Cook says he chose to write thrillers as a way to use entertainment
as a method of exposing the public to public policy conundrums such as genetic
engineering, medical economics, in vitro fertilization, research funding, managed
care, drug research, organ transplantation, stem cell research, concierge medicine,
and M.D.-owned specialty hospitals.
There have been numerous theatrical movies, television movies, and mini-series
made from Robin Cook’s work. In addition to the successful feature film Coma,
in December 1993, CBS-TV aired “Robin Cook’s Harmful Intent”; in November
1994 NBC-TV aired “Robin Cook’s Mortal Fear”; in May 1995, NBC-TV aired “Robin
Cook’s Virus,” based on Outbreak; in February 1996 NBC-TV aired “Robin Cook’s
Terminal”; in 1997 NBC-TV aired “Robin Cook’s Invasion”; and in October 2001
TNT-TV aired “Robin Cook’s Acceptable Risk”.
Robin Cook was born on May 4, 1940 in Brooklyn, New York, and spent his early
years in Woodside, Queens before moving to Leonia, New Jersey.
After graduating as valedictorian of his high school class, his interests switched
from archaeology to medicine when he realized, as he humorously puts it, all
the major buried cities had been discovered. Putting himself through college, he
graduated from Wesleyan University summa cum laude with a major in chemistry
and a distinction in government. He then attended Columbia University Medical
School and spent his medical school summer electives setting up a blood/gas lab
for the Jacques Cousteau Oceanographic Institute in Monaco. Following residency
training in general surgery, Dr. Cook was then drafted into the Navy and spent
a tour of duty in the South Pacific on the submarine USS Kamehameha before
being transferred to the Deep Submarine Systems Project. After his completion of
military service, he was discharged from the Navy as a Lieutenant Commander. He
then undertook a second residency in ophthalmology at Harvard. After completion of his second residency, he opened a small private practice of medicine and
matriculated at Harvard’s Kennedy School of Government in public policy. He also
accepted a clinical position at Harvard Medical School to teach residents and to
see patients at the Massachusetts Eye and Ear Infirmary.
In 2002, he was awarded the “Author of Vision” distinction from the RP
International organization, and in 2004, President George W. Bush appointed him
to the Woodrow Wilson Board of Trustees. Wesleyan University honored him with
a Distinguished Alumni Award in 1982 and the McConaughy Award in 2012 for his
writing. He is currently on leave from the Massachusetts Eye and Ear Infirmary and
divides his time between Florida, New Hampshire, and Massachusetts.
In the business arena, Dr. Cook is a cofounder of an Internet software company, a
partner of a New Hampshire sports complex, and has significant real estate holdings. In the past he has owned a restaurant and a construction company.
Dr. Cook’s hobbies mainly involve interior and architectural design, period renovation, and athletics including basketball, tennis, skiing, and when waves are accessible, surfing.
PANEL DISCUSSION
TOWN HALL FORUM — GLOBAL MARKET RESEARCH 2020
TUESDAY
May 19
Panelists: David Berman, Merck & Co., Inc.
Uwe Hohgrawe, PhD, EMD Serono
Rafaat Rahmani, LifeScience Dynamics
Jean Patrick Tsang, PhD
and MBA (INSEAD), Bayser
Moderator: Stephen Murdock
Stephen Murdock
Moderator
Steve was the Senior Director, Global Strategic Market
insights for Takeda Oncology and the 2014 President of
PBIRG. While pursuing a BSc 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, Contract Management,
and R&D Planning with Novartis, Warner-Lambert, and
Ipsen Pharmaceuticals. As part of his most recent role,
he worked to evolve Takeda Oncology’s market research
and forecasting focus from a US-only to a global one.
Steve enjoys music, sings with local choruses, and lives in
Hopkinton with his wife and two children.
David Berman
Uwe Hohgrawe, PhD
Rafaat Rahmani
Jean-Patrick Tsang, PhD and MBA (INSEAD)
Merck & Co., Inc.
EMD Serono
LifeScience Dynamics
Bayser
Rafaat Rahmani is the president and
founder of Lifescience Dynamics Ltd.,
with 24 years’ experience of working
with the world’s leading life science
companies in the USA, Europe, and
Asia. His area of specialist knowledge
includes strategic market research,
competitive intelligence, market
access, pricing & reimbursements,
marketing, and strategy.
Jean-Patrick Tsang is the Founder and
President of Bayser, a Chicago-based
consulting firm dedicated to sales and
marketing for pharmaceuticals, diagnostics, and medical devices. JP’s specialty is
data and data modeling, and has worked
with virtually all the data sources out
there. He has been involved with virtually
all aspects of sales, marketing, and market
research. In a prior life, JP was a researcher
and worked on the design of satellites,
cargo ships and cruise liners. JP advised
2 PhD students and was an examiner for
4 doctoral dissertations. JP holds a Ph.D.
in Artificial Intelligence from Grenoble
University and an MBA from INSEAD in
Fontainebleau, France. He can be reached
at (847) 920-1000 or [email protected].
David Berman has wealth of expeUwe worked in leading roles on the indusrience in healthcare with over 25
try (Novartis and Johnson & Johnson) and
years’ experience in the pharmaceutivendor side (GfK and The Willow Group) in
cal industry. He joined Merck over
Germany, Belgium and the US. Right now
5 years ago leading the Infectious
he is VP of Global Business Intelligence at
Disease and Merck Bioventures
Merck Serono, located in Boston MA. His
Global Market Research teams. He
experience ranges from Health Economics,
expanded his responsibilities leadand Market Excess, via Marketing
ing the Global Market Research and
Excellence to Business Intelligence. The
Analytics Team for the Hospital and
focus of his activities is to deliver analytics
Specialty Division. David now leads
and insight that guide business decisions
the Global Customer and Brand
to increase opportunities for customer’s to
Insights, Global Customer Data and
benefit from products and solutions and
Analytics, Global Promotions and
ultimately help grow the business of the
Global Marketing Operations teams.
company.
Prior to joining Merck, David spent
Uwe holds a PhD in Social Science, is
3 years at J&J as Director of Market
former president of EphMRA, a single
Research for Virology products. For
father of a 22 year old daughter, and a car
10 years before this David owned and
aficionado that loves to travel.
operated The Mercury Group, a qualitative market research company focusing on the pharmaceutical industry. David has
also worked at Sanofi as well as Bristol Myers Squibb. His experiences span across a range
of disciplines, including R&D, Clinical Research, Marketing, Market Research, Business
Development as well as International Management.
David received a BA degree in Microbiology and an MBA in Pharmaceutical Management.
He has experience in both industry and
consulting such as various marketing
roles in industry and with professional
services, leading and delivering global,
regional and USA specific, consulting
assignments for the top 20 pharmaceutical companies. He has helped organisations with a variety of strategic issues.
Prior to starting Lifescience Dynamics
he was working with a specialist healthcare consultancy leading their consulting practice
where he worked on many varied life science and healthcare consultancy assignments
over a seven year period. Previously he worked for Eli Lilly in Finance, MR CI, Portfolio,
Marketing, CNS Business Unit and Strategy roles. In addition, he has a strong background
in FMCG marketing with Pepsi-Cola, McDonalds and general management.
He has an MBA from Manchester Business School, UK, and a BBA from the University of
Houston, USA.
PANEL DISCUSSION
THE FUTURE OF HEALTHCARE
WEDNESDAY
May 20
Panelists: Michael Kaplan, Altos Health Management
Brian Machinist, Norbridge
Richard Tinsley, RxC International
Moderator: Kai Bode, Merck & Co., Inc.
Kai Bode
Merck & Co., Inc.
Moderator
Kai Bode, Director Customer
Strategy and Insights for Public
Payers & Policymaker Segment
Kai leads strategy and insights work
for Merck’s top customers in the
Public Payer and Policy Maker segment and works to quantify
and better convey Merck’s value proposition to Government
officials.
Kai began his career at Merck in 2009 in a global position
supporting Arcoxia and New Products market research.
Following this role, he worked in Immunology, where
he supported Simponi, Remicade and New Products.
Specifically, he helped affiliates leverage market research for
customer solutions.
Kai helped create the market research function for parts of
the company’s business in the Middle East and Africa – and
shared how market research can contribute to corporate and
brand strategy.
Kai was the Director of adolescent/adult vaccines market
research. During this time Kai and his team executed strategic
plans to ensure successful launches and re-launches of several
key products, developed transition and defense strategies and
helped prioritize the launch markets for adult vaccines.
Previously, Kai worked at The Clorox Company in San
Francisco, CA, The American Enterprise Institute and
Brookings Institution’s Joint Center for Regulatory Studies in
Washington D.C. He graduated from the Thunderbird School
of International Management. Kai has lived in Australia,
China, Belgium and Germany.
Michael Kaplan
Brian Machinist
Richard Tinsley
Altos Health Management
Norbridge
RxC International
Michael Kaplan is the Managing Director of Altos Health
Management, a venture capital firm he founded in 2009.
Altos Health has invested in 11 healthcare service, medical device, and healthcare IT companies. Mike is also
the co-founder and Managing Director of MMC Health
Services, a private equity firm.
Brian Machinist is a partner at the management
consulting firm Norbridge where he specializes in
strategic planning, corporate development and
marketing for the pharmaceutical, biotechnology
and medical device industries. Prior to Norbridge,
Mr. Machinist worked in corporate development
at Aveo Pharmaceuticals where he helped develop
the strategy to transform the company from a
start-up into a fully integrated pharmaceutical
company. Mr. Machinist received his BSE from
Cornell University and MBA with distinction from
The Johnson School of Management at Cornell
University.
With more than twenty years of healthcare strategy experience,
Richard Tinsley has established a solid reputation for challenging
conventional thinking with thoughtful and rigorous data analysis that
empowers leaders and organizations to move forward with conviction.
Prior to founding Altos Health, Mike was a Partner at
Three Arch Partners, a venture capital firm focused on life
sciences and healthcare services. At the time, Three Arch
managed approximately $1.1 billion in a series of five funds,
and investments ranged from seed capital to late-stage
growth equity and buyouts. Mike led the investment in
and/or served on the boards of 18 portfolio companies
during nearly a decade at Three Arch. Healthcare service
companies included Free & Clear (acquired by Alere), Ascend Health (acquired by Universal Health Services) and
Habit Holdings (acquired by CRC Health). Medical device companies included Novacept (acquired by Hologic),
Vascular Control Systems (acquired by Johnson & Johnson), and eValve (acquired by Abbott). He also served on the
boards of two pharmaceutical companies which later went public, Threshold (THLD) and AcelRx (ACRX).
Currently a Senior Partner with RxC International, Richard’s previous
consulting experience included being a partner at Putnam Associates
for 15+ years and being with Bain & Company prior to that. Richard
is currently the CFO of a dental technology company and was COO
of a financial services company overseeing $3.6 billion in client assets.
In his operating positions, Mr. Tinsley was responsible for managing the finance functions, developing the firm’s marketing strategy,
overseeing its sales force, as well as managing the firm’s intellectual
capital. Richard operations experience also includes managing an
internal medicine physician group and consulting to the leadership
team of a successful ACO in Massachusetts. Richard’s combination of
operational and consulting experiences provides a valuable perspective with which to understand the needs and pressures driving today’s
healthcare market.
Before joining Three Arch Partners, Mike was an operating executive at Blue Shield of California. At the time, Blue
Shield was a $3 billion health insurer offering HMO, PPO and ASO products. Mike had a variety of roles over time at
Blue Shield, including Vice President of Corporate Development and Strategic Planning, Regional Chief Executive for
Northern California, and Vice President of Business Transformation.
Richard holds an MBA from Stanford University’s Graduate School
of Business. He also has Masters of Arts degree in Education from
Stanford University and Bachelors of Science degree in Finance from
the Wharton School at the University of Pennsylvania.
Earlier in his career, Mike was a Senior Manager in consulting for APM Incorporated/CSC Healthcare and a Financial
Analyst at Kidder, Peabody & Co. Incorporated.
Outside of work, Richard spends time with his family, holds a leadership position on the Massachusetts Board of Pharmacy, and co-leads a
youth group in his local church.
Mike received a BS in Business Administration with High Honors from Washington University in St. Louis and an
MBA from the Stanford Graduate School of Business where he was an Arjay Miller Scholar.
PBIRG PRE-CONFERENCE SERIES SESSIONS
SUNDAY MAY 17, 2015
The Future Of Patient-Centered
Care
Gelotology And Medical Marketing Research
Pres ented by Jean Hipp er t , SVP Strateg y and Business
Pres enter by Christiane Perleb erg , CEO,
Development , PNC Healthcare and S ara Parikh, Ph.D.,
Perleb erg Pharma Par tner Health Res earch International GmbH
A truly laughable concept
Managing Director, Shapiro+R aj
With the passage of the Affordable Care Act and other recent trends in the American healthcare
system, we are experiencing a paradigm shift toward patient-centered care.
In 2014, PNC Healthcare, a division of PNC Bank, commissioned Shapiro+Raj to explore the shift
towards patient-centered care and what it means for healthcare delivery. Patient satisfaction is not
solely driven by clinical outcomes. Like any consumer experience with a service provider, patient
satisfaction is also influenced by the patient experience with the administrative and financial aspects
of their journey. Our research examines the
non-clinical side of the American healthcare
system from the perspective of its consumers.
Information comes from a large-scale quantitative survey conducted in January 2015 with
a nationally representative sample of 5,000
American consumers. The presentation will
discuss the key findings from this research and
what it means for the future of patient-centered
care:
uu How do patients really feel about
navigating the healthcare system today?
uu How well are healthcare providers serving
their customers today?
uu What are the pain points and unmet needs
along the healthcare journey?
uu How well do they understand their
coverage and financial responsibilities?
uu How well are consumers adapting to
recent changes in healthcare?
uu What patient-centered initiatives are likely
to have the greatest impact?
uu What does the near future of healthcare
delivery look like?
Jean Hippert
As SVP of Strategy and Business Development for PNC
Bank’s healthcare business, Jean is responsible for increasing the presence and awareness of PNC Healthcare nationally, especially as a thought leader in subjects integral to
the healthcare revenue cycle. She holds a Bachelor of Arts
degree from Mary Washington University and is a participating member of Health Care Financial Management
Association and Women Business Leaders of Healthcare
Foundation.
Sara Parikh
As Managing Director of Shapiro+Raj, Sara leads a team
of research professionals and works with clients to clarify
their business issues and design and implement research
to inform business decisions. Sara is versed in the full
complement of quantitative and qualitative methodologies and testifies as a survey expert in commercial litigation. Sara has a Ph.D. and M.A in Sociology from the
University of Illinois at Chicago and a B.A. in Political
Science from the University of Wisconsin-Madison
Gelotology is the study of laughter. Yes, there is an entire pocket of scientific research dedicated to
studying not just why we laugh, but what effect laughter has on every facet of life, and that includes
every successful business. In other words, business isn’t always, nor should it ever be, strictly business. Laughter, humor, a little bit of levity– all of these things are vital for any business that wants
to be successful.
Why?
There are irrefutable physiological and psychological benefits to laughter and humor, and
these benefits have been proven over and over
in various areas of scientific research. They help
enhance our interactions with other people,
provide an air of positivity to all our communications, and keep the creative juices flowing.
“You’re joking!”
No, we’re really not. There is much more to the
science of laughter than aimless fun and joke
telling. The science and psychology of laughter
go far deeper.
Learn about the bridge between the medical
benefits of having fun and how it relates to
your businesses or organizations focusing on
global medical marketing research.
We will share practical day-to-day examples on
how and why our business and gelotology are a
perfect match to:
uu Building teams
uu Reaching more meaningful insights
uu Successful moderating
uu Working with seniors and people with
disabilities
Come with us as we explore the impact of
humor and laughter in the areas of:
uu Becoming methodologically sharper and
more specific
uu Leadership
It is our strong belief that developing relationships and working together as “uppers” instead
of “downers” will only serve our business in
times of huge market changes. Let us show you
why in not just theory, but also practice!
uu Organizational culture
uu Group cohesion
uu Stress reduction
Christiane Perleberg
With 30+ years of experience in both the manufacturer and supplier side, Christiane has a strong
reputation in assisting global marketing and
branding pharmaceutical and life-science teams
reach commercial success with new and existing
health-related products and services.
Her expertise in insight-driven qualitative market
research and strategic planning is the driving
force behind her success.
Christiane is a very enthusiastic consultant with a
passion for creating value for her clients ranging
from large established multi-nationals to small
young start-ups within the life-science industry.
Closing the information gap between marketing/
R&D and the true market needs with critical
marketing insights and strategic recommendation is her mission.
Christiane believes that every avenue of understanding is relevant and necessary for transforming knowledge into effective strategy.
She and her team enjoy utilizing consecutive
research approaches to build insight. They
embrace both the classical qualitative research
model, but also digital technologies to provide
brand managers with rapid, high-quality insights
at their key decision points.
As the founder of several companies located in
San Diego, Barcelona, and Hamburg, Christiane
views her independent marketing research
consultancy as an effective partnership with her
clients. She and her team pay close attention to
the details and respect the investment of both
money and trust that go into that relationship.
Contact Christiane at [email protected] to learn more about how she or
her team can assist you.
PBIRG UNIVERSITY EDUCATION SESSION – 1
MONDAY MAY 18, 2015
Healthcare 2020
WORKSHOP
1
Exploring A New Collaborative Technology To Create A More Engaging
Qualitative Research Experience
Pres ented by Rob R amirez , S enior Vice President , Strategic
Development , S chlesinger A ss o ciates - S chlesinger
Interactive and Marjorie Reedy, Merck & Co., Inc.
Rob and Marjorie will highlight the research applications
of an innovative technological platform that supports
multi-dimensional interaction with research stimuli. New
to marketing research, the technology delivers an easy to
use interface that enables multiple participants to simultaneously interact with a wide array of options. Marjorie
and Rob will share how, for a recent focus group study with
Merck, the platform allowed for a collaborative experience
for respondents, moderator and clients and overcame
barriers common to traditional qualitative. Join them as
they share their project outcomes…
uu for engagement,
uu interaction,
uu ‘storytelling’ and
uu better insights…
and seize the opportunity to get ‘hands-on’.
Consumer Packaged Goods – Device Influence
WORKSHOP
2
Innovations In Gathering Patient Insights
Presented by Brian Mondr y,
primary market research. Market research methodologies
Topics discussed include:
Global Head of Digital Innovation
that are mainstream for other industries are still not being
uu Benefits of mobile-enabled market research
Kantar Health
Historically, the pharmaceutical sector trails other industries, most notably consumer
packaged goods, in terms of
innovation. This is true in online marketing, including
social media engagement, and equally true in the area of
deployed to their full potential in the pharmaceutical
space. This presentation will cover some of the current
and future innovations that can be especially relevant in
terms of gathering insights from the physician and patient
perspective. Attendees will see ideas on how these might
uu Achieving higher completion rates and better quality
data with survey gamification
uu Understanding quantified self and applications for
pharma business insights
1
Rob Ramirez
Rob leads healthcare client relationships and strategic development initiatives for Schlesinger Associates. Rob joined Schlesinger in 2013 and has
over twenty five years’ experience developing and managing healthcare
industry market research strategies. Rob provides a unique view of the
healthcare landscape having previously worked for Ipsos Healthcare (FullService Consulting), where he served as Senior Vice President. Prior to
that, Rob was Vice President, Healthcare Research at Ipsos Understanding
Unlimited where he ran the qualitative health division for Ipsos. Rob has
also held senior positions at Oxford Health Plans (MCO), Merck Medco
(PBM), Observant LLC and Pfizer, Inc. Rob brings strategic insights and
creative problem solving to his clients’ business questions. Rob has a
MBA in Health Care Administration from Sacred Heart University and a
Bachelor of Arts degree in Marketing and Advertising from Flagler College.
In 2013, Rob received the President’s Award from PBIRG for his outstanding contributions to market research.
Marjorie Reedy
Marjorie is a seasoned market research professional with expertise in the
pharmaceutical, over the counter and consumer packaged goods sectors.
Currently, as Director of “Digital and Consumer” in the Market Research
Center of Excellence at Merck, Marjorie specializes in identifying innovative market research solutions to bring the voice of the patient and the
customer to life. She also leverages cutting edge technologies, to maximize investment across multichannel platforms. Since assuming this role
3 years ago, Marjorie has developed and socialized within Merck a range
of “Best Practices” for using Market Research to optimize the usage of
digital assets as promotional tools as well as research platforms.
Prior to holding this position, Marjorie, served as Director of Consumer
Research on Merck’s Respiratory Team, receiving a Silver David Ogilvy
award for market research efforts in support of the DTC launch of Dulera.
Recognizing the role of the internet in shaping the patient journey,
Marjorie has been a featured speaker regarding the “Digitally Empowered
Patient” at several recent pharmaceutical conferences including: ePatient
Summit, (October 2014) Point of Care Congress (May 2014) and ePharma
(February 2014).
Marjorie is also active an active member of The Advertising Research
Foundation (ARF), serving on its Health and Wellness Committee and
as Merck Ambassador.
Brian Mondry
Brian is an integrated marketing expert with a primary focus on the digital
space. He has been advising clients on how to use digital channels for
marketing and insight purposes since the mid-1990’s, back when the
Internet was just starting to become a viable marketing medium.
Brian works out of Kantar Health’s NY office where he has global responsibility for digital strategy around areas such as Mobile, Social Media,
Online Research Communities and Quantified Self technology.
be applied to address critical business decision making.
MONDAY MAY 18, 2015
Cutting Edge Technology
WORKSHOP
3
How The Style Of Demand Measurement And Product Presentation Influences
Estimation Of New Product Use
This Q&A-style session will present meta-analytic
data addressing a number of hypotheses on alternate
demand techniques. Presented by Car ter L . Smith, Ph.D., Principal;
Kai Tuomi, Senior Engagement Manager and
Satwik Harisenani, Project Coordinator, BioVid
Our ability to obtain high quality estimates of new product
utilization has improved considerably through use of new
types of dependent measures and better ways of engaging respondents with product stimuli. As we expand use
of these techniques, rigorous evaluation of their behavior vis-à-vis traditional approaches must be undertaken.
Part 1: Choose Your DV Carefully. This section
explores how selection of different dependent variables influences the nature of the outputs one can
expect in demand studies. We will compare traditional practice-level allocation (PLA) (e.g., “For what
percent of your patients will you use X?”) against the
use of individual patient candidates (e.g., “Would you use
X for this patient?”) as the primary dependent measure
of demand. It is hypothesized that PLAs are too sensitive
– allowing respondents to “reward/punish” profiles based
on a reading exercise rather than changing legitimate clinical intent. We expect the concrete clinical context of a
patient-case necessitates greater change in product performance to impact intended use, which may translate to
greater stability in the face of modest changes in TPPs. It
is also possible that attribute sensitivity distributions may
be different depending upon the style of DV. For example,
we hypothesize that a smaller number of attributes (e.g.,
2-3) will capture a greater proportion of model variance in
a patient-level demand study, compared with a PLA study.
Part 2: Does Stimulus Style Impact Demand? The
second section will consider how demand measurement
differs in response to the style of product profile, including
the scope of product-specific information and the length/
word density of TPPs, may influence the quality of our
demand study outcomes. Participants can expect to come away with evidence-based
perspective they can apply to their own research designs.
Increasing Our Value
WORKSHOP
4
Four Practical Ways To Maximize ROI Of Your
Ethnographic Research
Presented by Kathr yn Ticknor, Senior Analyst ,
Linguistic Insights and Analy tics, Verilogue, Inc
and Patricia Phillips, Senior Manager
Edoxaban Global Brand Strateg y,
Daiichi Sankyo, Inc.
Market research departments are
increasingly asked to demonstrate the
return on investment (ROI) of research
dollars. Measuring market research ROI
is a challenging exercise, in that we must
differentiate the contribution of individual
research projects from the overall effort of
the business and market forces. The exercise
becomes more complex given a particular
brand’s point in their life cycle, the regional
scope of a project, and the type of research
conducted. One type of research that often
alludes the simplistic calculation of ROI is
ethnography.
Without a simplistic equation for
calculating the ROI of an ethnographic
study, researchers must adopt strategies
to ensure maximum utilization of insights
and findings. During this interactive
session a client case study will demonstrate
four practical ways to ensure maximum
application of global ethnographic results.
During this session you’ll learn how to:
1) P lan for success: What four simple
questions should you ask prior to starting
your research to maximize return?
2) E mpathy for Action: How can you
present results in an empathetic manner
to maximize organizational problem
solving?
3) Identify Multiple Positives: How can you
socialize key findings outside the confines
of the market research department and
infuse them into all aspects of the brand’s
operations?
4) U
tilize the Power of Compounding: How
can you earn interest on your research
investment years after the initial study
period?
1
Carter L. Smith, Ph.D.
As a Principal for BioVid, Carter’s consultative engagements in pharmaceutical business are wide-ranging, encompassing needs as diverse as franchiselevel global segmentations, clinical trial design/recruitment, data-based
evaluations of patient non-adherence and complex modeling of future
market events. Carter’s work in new product demand assessments have been
showcased in a wide range of industry events including several prior presentations for PBIRG, as well as PMRG, PMRC and invited training presentations
for business analytics staff at manufacturing organizations. He continues to
explore new pathways in survey design and analysis to improve the fidelity
and predictive accuracy of demand research, and remains committed to
sharing BioVid’s evolving understanding of this critical business need with
the broader industry.
Kai Tuomi
With a strong background in mathematics and business management, Kai’s
role includes a highly valued mix of advanced statistical capabilities with an
ability to drive and communicate the underlying strategic value of analytic
outcomes. Kai has been involved in a wide range of analytics for BioVid
including latent class segmentation and Bayesian analysis for deriving individual demand estimates and attribute utilities. In addition to these analytics, Kai is also driving many innovations for BioVid and finding new ways to
maximize the commercial value of various analytic approaches. Last year, Kai
led a team that developed a proprietary approach for correcting market level
response style bias that exist in global demand estimations and presented
this at the 2014 PBIRG meeting.
Satwik Harisenani
Shortly after graduating with a Master’s degree in Social and Organizational
Psychology, Satwik started his market research career with BioVid. During
his time within the Research Operations group, he has worked on a wide
range of research methodologies, including: segmentations, market sizing,
and demand assessment. Satwik was seamlessly able to transfer fresh insights
from academia into actionable findings. He previously worked with BioVid’s
demand committee to study the impact of cross-cultural response style
biases when using Likert rating scales, a project that earned a PBIRG publication in 2014. Satwik is also exploring new applications of behavioral economics to improve upon methods for assessing demand and commitment scores
in market research.
Kathryn Ticknor
As an applied sociolinguist, Kathryn employs qualitative research methodologies to illuminate linguistic, social, and behavioral patterns based on
observable moments of interaction. Prior to joining Verilogue, Kathryn’s
work at Georgetown University focused on the application of analytical
models and field methods (including discourse analysis, ethnography of
communication, and social network analysis) in the context of education,
human resources, international communication, diversity training, and
media/public opinion research. In addition to delivering actionable insights
for high-profile organizations such as Georgetown Law, the World Bank, the
Department of Transportation, and AOL, Kathryn has presented research
internationally at conferences hosted by the International Management
Institution, the American Anthropological Association, and the Centre for
Interdisciplinary Research on Narrative. Since joining Verilogue, she has
conducted research in a variety of disease states including Type II Diabetes,
Non-small Lung Cancer, Multiple Sclerosis, and Glaucoma.
Patricia Phillips
Patricia is Senior Manager, Edoxaban Global Brand Strategy for Daiichi
Sankyo’s Global Launch Team. She received her B.A. in Biology from Rutgers
University and spent a number of years as a bench Chemist at a variety of
consumer houses. After receiving her MBA in Marketing, also at Rutgers
University, she settled on a varied career in Pharmaceuticals – working
with Novo Nordisk, Aventis Pasteur, and Cordis. As part of her current role,
Patricia is working to establish meaningful relationships with remote Daiichi
Sankyo affiliate partners and Tokyo corporate office colleagues.
2
MONDAY MAY 18, 2015
Healthcare 2020
WORKSHOP
1
Around The World Of MR In <80 Mins
A guide to increasing your value
Pres ented by Justin Edge, Managing
Director, Health, GfK
There has been a lot of hand wringing about the changing world of
MR. This presentation won’t add
to the navel gazing angst. Instead, it
will illustrate how to win out in this
age of MR Darwinism. We will use examples from inside
and outside our industry to illustrate how to successfully
adapt to and capitalize on the change in the Health MR
business.
The What: Changes in the bio-pharma industry and
societal changes have shifted the business and marketing
models. We will explore how new priorities have to be
central to the role of MR, including pricing/market access,
real world evidence and outcomes, digital behavior, and
more democratic brand strategies.
The How: Methodologies, frameworks and client engagement models have changed. Have you? Upgrades like storylining and activation are the new norm. Data mining,
passive metering, facial recognition and social media intelligence are examples of fresh approaches that should be
at the heart of your day today work, not on the periphery.
The Who: Traditional “buying centers” for our services
have changed. In some industries, the CIO has the largest buyer of research and data services, while the CMO is
now the largest buyer of IT. What does this mean for your
skills set as a client-side MR professional or an agencyside professional? Have you shifted emphasis from a data
reporter to a synthesizer and advisor? Do you still come
across as a “research nerd” who doesn’t get competitive
strategy?
This session is ideal for mid-to-senior level professionals
who wish to influence the direction of their organization
or department’s strategy. If you feel the need to re-invent
yourself or simply want some fresh ideas on how to add
value to your role, this session is for you.
WORKSHOP
2
Understanding Brand Bonds
brand, by breaking down Maslow’s Social and Esteem
elements of the brand relationship into a cogent hierarchy.
This breakdown allows marketers to see where they
currently stand in their relationship with their customers,
and where are they are likely to enjoy the highest amount
of value when cultivating a deeper relationship.
How do Brand Bonds work to build meaningful affinity
between pharma brands and their customers?
This tool provides insights into how effectively brands
engage their customers, and considers how well brands
bring customers into the process of promoting and
communicating about the brand. It also provides a
nuanced gradation of potential relationships that consumers might have with brands.
The BrandBond (developed by Shapiro+Raj/CarbonSix)
labels the strength of a customer’s relationship with a
During this session, CarbonSix will discuss the building of
effective brand relationships in pharma by presenting fresh
Pres ented by Matthew Smith, Vice Chairman, Carb onSix
and Elb er t Singleton, S enior Strategist , Shapiro+R aj
findings from the Brand Ritual conducted with physicians
and consumers. Additionally, CarbonSix breaks down the
development of the tool to show how it is used to analyze
brand/customer relationships as never before.
The findings are analyzed to provide a multi-dimensional
view of a brand’s interaction with its customers, and
includes the following.
Justin Edge
Justin is responsible for GfK’s North American Health business. He has
championed the re-orientation of GfK’s Health business to new segments
and solutions such as market access, user experience, digital and mobile
solutions. Justin joined GfK as part of the Knowledge Networks’ acquisition in 2012, where he founded and led KN’s Pharmaceutical/Healthcare
business.
Previously, Justin held a variety of positions with Opinion Research
Corporation leading its brand and healthcare practices. Before settling in
the US, Justin worked with HSBC in the UK and with the Irish Trade Board
in Sweden. He started out his career as a teacher in Ireland.
Expertise and Experience
Justin’s 20+ year research and consulting career has spanned healthcare,
B2B, CPG/fmcg, retail and media industries. Much of his focus has been
advising companies on new product introductions, brand health and
positioning strategies, customer loyalty, and global marketing/growth
strategies. In addition to his client advisory work, he has a track record
of developing profitable research/consulting businesses via turnaround
strategies, organic growth and acquisitions.
Justin has been a featured presenter at numerous conferences and client
seminars such as PBIRG, PMRG, ARF, AMA, The Conference Board,
WWRS, NGP, DTC National, etc. He has worked in many countries and
cultures, including the US, UK, Sweden and Ireland (where he grew up).
Academic Background
Justin holds a Masters in Business degree from The Smurfit School of
Business, University College Dublin (UCD); a Graduate Diploma in
Marketing Management from the Dublin Institute of Technology (DIT);
and a Bachelor of Education from the National University of Ireland.
Matthew Smith
Matthew Smith, Vice-Chairman of CarbonSix, is a specialist in brand
development, product positioning and communications research. He led
the refinement and expansion of Survey Center Focus, LLC, the company’s
data collection and qualitative research division and was instrumental in developing the AmeriTest® diagnostic system for advertising and
marketing communications. Possessing extensive experience conducting
global research, Matthew also leads the international research teams at
CarbonSix. Matthew holds a B.A. in the history of Architecture and Art
from the University of Illinois at Chicago.
Elbert Singleton
Elberton Singleton is an expert in researching new product development, brand positioning, and competitive analysis. Much of Elbert’s work
has been for retail, advertising, and financial clients, many of which are
longstanding relationships. In understanding his clients’ needs, Elbert
has helped to develop and implement research programs and systems to
address those unique needs. Elbert holds a BS in Commerce with concentrations in marketing and management from the University of Virginia.
uu The type and strength of relationships, which are
grouped into eight distinct types, ranging from least
to most engaged with the brand.
uu The quality and potential value of a customer’s loyal
behavior.
uu The drivers of the brand relationships.
2
MONDAY MAY 18, 2015
WORKSHOP
3
Deeper Connections Through Online Communities
A case study
suffering from this disease continues to climb. But it’s
not always something people are comfortable speaking
about as a patient’s weight can be a sensitive topic. Novo
Nordisk has spent over 90 years providing innovation and
leadership in diabetes care, and understands the challenges that exist with opening up a productive dialogue
about the disease.
Pres ented by Maria Cristina Antonio, Novo Nordisk ,
Ed Maro on, MarketVision Res earch and
Colleen Harris , MarketVision Res earch
One of the many barriers that healthcare professionals have
to battle in treating a patient is the inability or unwillingness of patients to speak openly about how their ailment
influences their daily routine, especially when the topic is
somewhat sensitive in nature. Obesity is a disease that is
getting more attention as the number of people globally
As researchers we work to achieve greater understanding and meaning through methodologically sound
research practices, with the results accurately reflecting the scenario in which we’re involved. To accomplish
this, it’s imperative we gain a deeper understanding of
topics that tend to be sensitive in nature. So, when Novo
Nordisk commissioned research focused on pre-diabetic
obesity, in addition to conducting a traditional quantitative
study focused on habits and practices, a complementary
online community was included to help foster an on-going
conversation with patients. By including the MROC
(Market Research Online Community), the research team
was able to identify needs, media habits, and a glimpse into
how patients dialogue with their physician. In addition,
the research team was able to work iteratively with the
community members to understand what they want in a
support system.
Our presentation examines how Novo Nordisk utilized an
online community approach to bring about richer insights
about obesity, and how this step led to greater understanding of the patient journey from those impacted by the
disease.
Specifically, the presentation will:
4
uu Explore the emotional connection that helps create an
open dialogue
uu Share the findings that support development of
therapeutic treatment
The Future Of Value In Healthcare
From paradox to parallax
Pres ented by Jim G oldenb erg , President , Double Helix
Dis cover y US and Thom S cho enwaelder, E xecutive Vice
President and GM, Americas , Double Helix Consulting
Traditionally, the realms of market research and market
access were very distinct, managed by different teams on
both the end client and vendor sides. Increasingly, pharma
companies are taking a big picture view, recognizing the
importance of interrelated factors which impact payers,
physicians and patients. Research which seamlessly integrates these perspectives allows for an efficient, effective
and comprehensive view of the marketplace when exploring a variety of issues from TPP evaluation and trial design
to pricing and positioning.
Conventional wisdom in pharma has said a successful
manufacturer must meet the expectations of three key
constituencies—physician, payer and patient. Within
each constituency, expectations vary with individual
beliefs, needs and experiences. Today, however, we are
engaged in a social re-negotiation of value. “Value” today
is a multifaceted, dynamic matrix spanning from the macro
level of state and national health policy to the micro level
Colleen Hennegan Harris
As leader of the online community practice for MarketVision, Colleen
combines her qualitative experience and innovation expertise to create
research designs and techniques that deliver rich insights. She has over
25 years of experience in marketing, marketing research, and ideation
with leadership positions at Ipsos, CET (Greater Cincinnati’s Public Media
Organization), Eureka Ranch, and The HoneyBaked Ham Company.
Ed Maroon
Ed has over 15 years’ experience in the pharmaceutical industry. He began
his career at Schering-Plough where he worked on brands such as Proventil
HFA, Vanceril/Vanceril DS and Claritin. He later held positions of increasing
responsibility at NTM Consulting, At Risk, TargetRX, PSL, and DHD.
uu Highlight an innovative approach to engaging patients
WORKSHOP
Maria Cristina Antonio
Maria Cristina Antonio (MAAO), is a member of the Marketing Effectiveness
team and Senior Manager in Market Research. Current role is supporting the launch of Liraglutide 3 mg for Obesity by supporting the Obesity
Launch team and driving the market research and insights development
efforts including campaign development (branded and unbranded), patient
initiatives and generating further insight of key patient targets, evaluation
of promotional materials and tools, as well as supporting the research for
development of the website, managed markets and forecasting initiatives. of choices made daily by individual patients and their
physicians.
How can Market Researchers help our clients to resolve
the paradox of value? We will discuss the benefits of
Value Based Parallax: integrating insights about “value”
from Market Research and Market Access. Led by senior
members of the DH Market Research and Market Access
teams, we will show how Value Based Parallax can:
uu Identify key leverage points earlier in the
development process
uu Improve cost-effectiveness of research
uu Provide continuity of strategy across constituencies
and developmental phases
Jim Goldenberg
Jim brings a unique perspective to pharmaceutical market research, having
over 15 years of consumer packaged goods experience on the client side
and over 20 years of market research experience at agencies. Jim’s custom
research experience includes both quantitative and qualitative methodologies for both domestic and international studies. He has a broad range of
therapeutic experience in such areas as pain management, eye care, female
health, CNS, diabetes, oncology, respiratory, urinary incontinence, and medical devices. Additionally, Jim has worked on leading OTC products providing
insights to clients utilizing secondary data.
Jim was responsible for leading marketing brand management on wellknown brands such as Lysol, Chef-Boyardee, Jiffy Pop, Brownberry, Old
London, and many others. His OTC experience as VP for IRI the leader in
Syndicated Secondary Data includes Tylenol, Advil, and Maalox. Jim then
went on to hold leadership positions at TNS, V2 (GfK), and Migliara Kaplan /
NFO before joining Double Helix.
Thom Schoenwaelder
Thom’s career of 30+ years in and around Healthcare and the Pharmaceutical
and Biotech industry speaks to his experience. Following his clinical experience as a Physician Assistant specialized in surgery and internal medicine, Thom has held multiple senior level positions in Pharma, Biotech and
Consulting in Market Access, Pricing and Contracting Strategy, Operations,
Payer Marketing, Reimbursement, Policy, Managed Markets and Sales
Management in organizations such as TAP Pharmaceuticals, BMS, Novo
Nordisk and Sanofi Aventis.
He draws additional strategic insights from his roles in life sciences consulting, holding management positions as National Sales Director with The
Zitter Group, Practice Leader for IMS Managed Markets Consulting and
most recently, Vice President, Global Evidence, Pricing and Access with
Heron Evidence Development, LLC.
(full bios available on PBIRG.com)
3
TUESDAY MAY 19, 2015
Healthcare 2020
WORKSHOP
1
Chris Rife
Chris Rife, M.B.A., is Vice President of Research Strategy at Healthcare
Research & Analytics (HRA). She has an accomplished 20 year career
in Global Market Research on both the vendor and client side holding
leadership positions at Merck, Schering and Sanofi-Aventis.
The Rep Of The Future™
What institutional providers are looking for and how to evaluate your effectiveness
Pres ented by Chris Rife, VP, Res earch Strateg y and
Rob er t Harris on, National Account Director,
HR A – Healthcare Res earch & Analy tics
Today, the job of the sales professional has increased in
complexity, expanding beyond product alone to include
stringent regulatory guidelines, the involvement of insurance providers, increased competition from generic drug
manufacturers, as well as better informed patients who
obtain healthcare news and information online. As the role
of the sales rep is changing over time, so do the skills and
qualifications that are required in this new environment. In
order to maintain a positive relationship with corporatized
providers and to ensure continued market access, manufacturers must adapt to this changing customer engagement landscape.
Using findings from HRA’s recent primary market research
study, “Rep of the Future: Moving beyond Traditional
Account Management Models”, this presentation will
highlight the key competencies sought by health system
executives and physicians in their interactions with manufacturers. We will also review commonly used methods
of measuring field force effectiveness, and discuss recommendations on adapting traditional approaches to better
assess your field presence in light of new provider demands.
Attendees of this presentation will come away with:
uu Key attributes of the Rep of the Future™, based on
research with health system executives and physicians
uu An understanding of attributes no longer considered
important by this customer segment
uu Recommendations on changes to field force skills and
training to adapt to the changing landscape
uu Guidelines on improving field force assessment tools
to accommodate new expectations of providers and
executives in provider organizations
WORKSHOP
2
Ed Podraza
Ed has 22 years of experience, working at a variety of pharmaceutical,
device, and biotech companies.
The Pepsi Challenge For Breast Implants
Randall Long
Randall has 17 years of experience, specializing in the design, execution,
and analysis of customized qualitative and quantitative market research
for pharmaceutical, device, and biotech companies.
Using market research to develop promotional claims related to device preferences
to subjective aesthetic appearance-oriented attributes,
while providing a greater understanding of who the
augmentation consumers are and what drove their implant
preference.
The presentation will cover:
Pres ented by Ed Po dra z a , Business Analy tics and Customer
Engagement , Allergan, Inc. and R andall Long , Vice President
DeNovo Res earch
Learn how an old product assessment technique (Pepsi
vs. Coke Challenge) was modified to support promotional
claims for a new device in a commoditized market. The
research allowed for the marriage of quantifiable results
uu Business Issue: challenge with launching a new device
(breast implant) into a commoditized market
uu Research Objective: support the development of
promotional claims to motivate use of the new
implant, and understand rational for preference
uu Methodology: the research design with over 100
consumers (prospective and existing augmentation
patients) allowed us to address many business
Robert Harrison
Robert Harrison is the National Account Director of Healthcare Research
& Analytics (HRA). Rob is a seasoned healthcare professional with over
10 years of experience on both the client and vendor side. Prior to joining
HRA, he worked at Auxilium, Boehringer/Inventiv Health, and Shionogi
Pharmaceuticals. During his career he has had experience across the
product life cycle – pre-launch to patent expiry. Rob brings a wealth of
experience from a salesforce effectiveness and sales training perspective as he was a sales trainer and also “carried the bag”. He also boasts
experience in managed care, brand awareness and biometric research.
He has therapeutic expertise is in Cardiovascular, Respiratory, Urology,
Pain, Endocrinology, Diabetes and Women’s Health. Rob’s participation
in a pilot study regarding “Is Biometrics Sensitive Enough for ‘Real-World’
Testing?” is being presented at the 2015 PMRG CONNECT meeting.
Robert holds a BA in Business Administration with a focus in Marketing
from Kutztown University.
issues that could not be met with a typical online
quantitative study
uu Quant - Phase 1 - Questionnaire was completed
assessing various implants on preferred feel and look
uu Qual - Phase 2 - Immediately following completion
of the survey, participants completed an in-depth
interview to understand their rationale for their
implant preferences (given survey results).
uu Implications of Research: Review how the research
results were used to develop promotional claims,
as well as help the manufacturer determine the
positioning of their implant portfolio to the breast
augmentation consumer.
3
TUESDAY MAY 19, 2015
WORKSHOP
3
Doing Things Differently
Taking the opposition out of positioning
Pres ented by Catherine K . Magia , A ss o ciate Director, Global
Business Intelligence, E MD S erono
and
Kelly Pric, S enior Vice President/Head of the Oncolog y
Res earch Practice, THE PL ANNING SHOP international
Positioning pharmaceutical products is challenging enough,
given regulatory restrictions on what can and cannot be
said. Actually testing these carefully crafted positionings
is even more fraught with difficulty – positioning statements are inherently ‘aspirational’ documents meant for
internal consumption and team alignment. On top of this,
physicians seem to have an allergy to any language that
they deem to be ‘marketing-speak’. Often if you place statements in front of physicians, they pick the document apart,
telling you all the things that are wrong with the wording,
without ever getting to the point where they actually evaluate the idea behind the statement. In this way, perfectly
good positioning ideas can often be shot down in a plume
of linguistic smoke.
In a recent study, we faced an added level of complexity –
the product we were seeking to position is a first-in-class
novel MoA that was readily misunderstood by physicians.
First, we had to get them to understand what it is, then
what it could do, before we could get them to help us position it. In this case study, we will walk the audience through
ways to ensure that physicians are truly grasping the nature
of the product – what it is, what it can do – to get them in
the right positioning mindset. Then we will explain how
to get physicians in a truly receptive, non-critical mindset
such that they can evaluate the aspirational ideas behind
the positionings.
4
uu Problems with traditional positioning testing
approaches
uu Ways to get beyond physician opposition to test the
ideas behind the positioning
uu How to action the findings
Ready to Wear?
An overview of the effective use of wearable tech for insight gathering
Presented by Christine W. Dalzell,
Ph.D. EVP of US Research
HRW, Inc.
There is a lot of hype around wearable technology, but what does it
really deliver for healthcare market
research? In this presentation,
Christine Dalzell of HRW will showcase self-funded research for three
different types of wearables; Heads-up displays (HUDs)
including Google Glass, watch devices, and life-logging
cameras (like autographer). Showcasing the multimedia
outputs from these projects with HCPs and patients as
case studies, we will look at how these wearable technologies have provided a window in to participants’ world and
shed a unique light around adherence, device operation,
media use, impact of condition, relationships, and decisionmaking.
Kelly Price
Kelly is currently Senior Vice President / Head of the Oncology Research
Practice at THE PLANNING SHOP international. With an oncology
research career spanning 13 years and three continents, she has made
oncology her life. Her previous roles include head of the Asia Pacific
Oncology Monitor at Synovate (now IPSOS) in Shanghai, and Strategy
Consultant with PricewaterhouseCoopers Japan. Fluent in Japanese and
Mandarin Chinese, she loves studying foreign languages, traveling, and
reading great books.
This paper will address:
WORKSHOP
Catherine K. Magia
Catherine is currently Associate Director, Global Business Intelligence
at EMD Serono, Inc. She is the insights lead for the launch of a Phase III
oncology asset, and heads up Operational Excellence, primary market
research center of excellence. Her previous roles include UCB, BristolMyers Squibb, Johnson & Johnson, and Nielsen. Her experience spans
oncology, neurology, cardiovascular, gastro-intestinal, and anti-infective
therapeutic categories across 15 years. Outside of pharmaceuticals, she
is a published writer and enjoys independent film, traveling, and myriad
varieties of cuisine.
You are invited to an honest discussion about the benefits
and limitations of each method to build a picture of what
wearables offer for your research and where they fit relative
to one another as well as other approaches (both “traditional” and digital) to answer the question “which wearable
method is right for which moment?”
Christine Dalzell
After receiving her Ph.D. in Social Psychology, Christine found market
research an ideal outlet for her research passion and desire to have an
impact on how companies do business. With over 15 years of experience,
she enjoys the unique and varied needs of clients from both a methodological and insights perspective.
Although spending most of her career primarily focused on quantitative
research, Christine appreciates the deeper, “behind the scenes” perspective that qualitative research brings and particularly enjoys marrying
the two.
Christine’s experience covers over the counter and pharmaceutical products to medical devices and diagnostics across an array of therapeutic
categories ranging from cardiovascular health to pain management.
REGISTRATION
Open
Full registration Industry members . . . . . . . . . . . . . . . . . . . . . . . $ 1,050
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ON disc
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for Affiliate
before March 24, 2015 . . . . . . . . . . . . . . . . . . $ 1,645
from March 25 to April 24, 2015 . . . . . . . . . . . . $ 1,745
after April 24, 2015 . . . . . . . . . . . . . . . . . . . . $ 1,945
Affiliate member incentive (one per company)
Send 3 delegates at full rate – 4th delegate attends FREE
Affiliate member one day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 645
Non-member full registration (upon approval) . . . . . . . . . . . . . . . . $ 2,500
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at sessions or Agency Fair)
PBIRG
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AGM
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May 17-20
REGISTER FOR THE AGM ON-LINE AT WWW.PBIRG.COM OR USING THIS DIRECT
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