PBIRG 2014 AGM Registration PDF

Transcription

2014 Annual General
Meeting
Registration Information
M AY 18 - 2 1 , 2 0 1 4
Hi lt o n Atlanta
At lan t a, G eorgia
o Conference Agenda
o PBIRG Pre-Conference Education Series
o PBIRG Universit y Education sessionS
o Session I Workshops
o Session II Workshops
o Session III Workshops
o Key Opinion Leaders Panel
DISRUPTIVE
Change
o Global PAYERS Roundtable Panel
o Keynote Speaker Biographies
o Registration Information
2014 AGM Program and Registration Information
DISRUPTIVE
CHANGE
Saturday
May 17
PBIRG Early
Registration
(1–5p)
Monday
KeyNote
Speaker
Dr. Eric Topol
3 U niversity Session
Tracks:
Efficient & Effective
Methodologies to Address
Disruptive Change Track
The New World in Which
We Will Live Track
Evolving Partners
Track
PBIRG 2014 Annual General Meeting
Agenda
May 18-21
Sunday – May 18*
8a PBIRG Delegate Computer Work Stations Open (8a-7p)
9a PBIRG Registration (9a–5p)
10a Poster Showcase setup (12n-4p)
11aDelegate Welcome Station (11a-2p and 4-6p)
12p Pre Conference Luncheon (12-2p)
1p Pre-Conference Series Sessions (1-2.30p)
Session 1: I nternational Business Development—A New
Multi-Disciplinary Solution
Big decisions, little time, tight budget – how to
avoid turning down the next Humira
2.30pBreak
2.45p Preconference Series Sessions (2.45-4.15p)
Session 2: Secrets to Understanding and Researching the
New Global Payer Landscape?
4.15p Manned Poster Showcase I (4.15-5.30p)
6.15p Industry Welcome Reception (By invitation only)
7pOpening Reception (7-8.30p)
Monday – May 19
7a PBIRG Registration (7a–5p)
7a PBIRG Delegate Computer Work Stations Open (7a-7p)
7aDelegate Welcome Station (7-8.30a)
7.30aDelegate Kickoff Breakfast (7.30–8.30a)
8aOpening Remarks and Session (8.30–10.15a)
8.10aLifetime Achievement Award
8.15a Keynote Speaker – Dr. Eric Topol
Q&A
9.45aBook Signing “The Creative Destruction of Medicine” by
Dr. Eric Topol
9.45aCoffee Break
10.30aUniversity Series Session I (10.30-11.45p)
*A Sunday Pre-Conference Golf Outing is scheduled for those interested at 7.30a and
an outing to the Atlanta History Center at 9.30a
Workshop 1: Using Menu-based Conjoint to Price and Position a New
Medical Device
Workshop 2: Optimizing Digital Data Collection
The Role of Digital Devices in Healthcare Research
Workshop 3: Innovation and Translational Market Research
Workshop 4: Real World Evidence
The Patient Journey to Outcomes-Based Insights
Workshop 5: Evolving to Knowledge Management
Breaking Down Silos to Easily Maximize the Value of Your
Marketing Research
11.45aLuncheon
12n Advanced Exhibitor Access (12n-5p)
1.15pUniversity Series Session II (1.15-2.30p)
Workshop 1: Transform Your Research by Integrating Digital Observations
with Traditional Surveys
Workshop 2: Creating “Win-Win” Scenarios by Improving Diagnosis for
Rare Diseases
Workshop 3: Disruptive Impact Among Evolving Partners
Workshop 4: The Law of Unintended Consequences: Implications on
Healthcare Development, Delivery, and Utilization
U.S. and Global Perspectives
Workshop 5: The New Reality of Disruptive Change
Using Methodological Advancements to Collapse Multiple
Levels of Research
2.45pUniversity Series Session III (2.45-4p)
Workshop 1: C
omparing Methodologies for Evaluating & Optimizing
Claims
Workshop 2: Evolving to Knowledge Management
Breaking Down Silos to Easily Maximize the Value of Your
Marketing Research
Workshop 3: P
roviding Marketeers with more from Communications
Research
(continued)
PBIRG 2014 AGM Program and Registration Information - 2
DISRUPTIVE
CHANGE
Agenda
May 18-21
Monday – May 19
(continued)
Workshop 4: A
ccountable Care
How ACOs, IDNs, and European Value-Based Models
are Shaping the US Market
Workshop 5: The New Reality of Disruptive Change
Using Methodological Advancements to Collapse
Multiple Levels of Research
5.30pManned Poster Showcase & Agency Fair Cocktail Reception
(5.30–7.30p)
7p PBIRG Dinner
9p Hospitality Suite
2p Agency Fair Exhibits (2-5p)
5p Exhibit Breakdown
6.30p Dinner at The Fox Theater
9.30p Hospitality Suite
Wednesday – May 21
7.30a PBIRG Delegate Computer Works Stations
8a General Breakfast (8-9.15a)
9.15a Awards & Presentation Introduction
Tuesday – May 20
Tuesday KeyNote
Presentation
Jonathan Dietrich
7.30a PBIRG Registration (7.30a–5p)
7.30a PBIRG Delegate Computer Work Stations Open (7.30a-7p)
7.30a PBIRG Breakfast (7.30–9a)
8.30a General Sessions
8.45a Key Opinion Leaders Panel “Pills, Payers and the Pharma Industry”
Dr. Hossain Borghaei (Immunology/Oncology)
Dr. Patricia K. Coyle (MS)
Professor Gerald M. Reaven (Diabetes/Met. Synd.)
Moderators Dr. Stephen Godwin and Daryl Bogard
10.15a Coffee break
10.30aKeynote Presentation
“Activating Disruptive Insights”
Presented by Jonathan Dietrich - Corporate Executive Board
12n Affiliates Business to Business Session
Luncheon provided for affiliate members in exhibit hall
12n Industry Issues Forum
Luncheon provided for Industry in sessions
Industry only – ID required for access
9.30a Payers Panel “Global Payer Roundtable: Evolving Payer
Roles, Requirements, & Relationships”
A discussion with payers from the E.U.
Omar Ali (United Kingdom)
Dr. Harald Herholz (Germany)
Dr. Olivier Wong (France)
Moderators: S
tephen Murdock – Millennium
Pharmaceuticals
Lee Blansett – IMS Health
11a Conclusions and Departures
11a Coffee Break outside general sessions
KEYNOTE SpeakerS
May 19 & 20
Monday – May 19
Tuesday – May 20
Keynote Presentation
Keynote Speaker
Jonathan Dietrich
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.
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.
Senior Director,
Advisor y Ser vices
CEB
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.
Jonathan Dietrich
is Senior Director of
Advisory Services for
CEB’s Sales, Marketing,
and Communications
Practice.
Dr. Topol’s voluminous medical research has led
him to being named “Doctor of the Decade” by
the Institute for Scientific Information.
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.
Dr. Topol is working to bring a new kind of
medicine into widespread practice: specificallydesigned 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.
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.
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.
PBIRG Pre-Conference Series sessions
Sunday May 18, 2014
Session
1
1-2.30p
International Business Development—A New Multi-Disciplinary Solution
Big decisions, little time, tight budget – how to avoid turning down the next Humira
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.
Presented by Simon Fitall, Galileo
Analytics; Susan Grosso, Vice President
of Sales, Cegedim Strategic Data and
Greg Schlimm, CEO, Themis Analytics
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
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 have combined
to create a workshop that provides participants with firsthand expertise and experience in the business development arena.
The workshop will be divided into sections
covering the following:
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 High value, high speed international
primary research designed to fill the
gaps in knowledge that will enhance the
evaluation process;
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.
Session
2 Secrets to Understanding and Researching the New Global Payer Landscape?
Presented by Gar y Johnson,
Founder and CEO, Inpharmation
2.45–4.15p
Around the world, payers are
coalescing into three broad
types based on their approach to
assessing and pricing new drugs:
informal-HTA (e.g. USA), clinicalHTA (e.g. Germany, France), economic-HTA (e.g. UK,
Sweden).
Biographies page 18 Each type of payer has totally different needs and
has to be researched in very different ways. The old
approach to payer research (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 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
nn Economics: why payers who say they don’t use
health economics still behave as though they do
PBIRG University Education session – I
MONDAY MAY 19, 2014
10.30-11.45a
SESSION 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.
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.
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
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
SESSION I
Workshop
We Will Live Track
Digital Data Collection
2Optimizing
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 The proliferation of mobile devices, including
mobile phones and tablets, cannot be ignored
and needs to be considered in any forwardlooking 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. PBIRG 2014 AGM Program and Registration Information - 6
1
MONDAY MAY 19, 2014
10.30-11.45a
SESSION I
Workshop
3
[continued]
Evolving Partners
Track
Innovation and Translational Market Research
Presented by
Gregor y Chu,
President, Research
Sandbox LLC
It is now common
wisdom that truly
i n n ov a t i v e i d e a s
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
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:
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, intersectiongenerating platform for healthcare
market research that embraces many
of the concepts underlying the CTSA
Consortium.
nn Explore the principles underlying the
CTSA model and apply them to the
problem of driving innovation and
productivity in healthcare market
SESSION I
Workshop
World Evidence
4 Real
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
We Will Live Track
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.
1
1
MONDAY MAY 19, 2014
2.45-4p
SESSION I
Workshop
Evolving to Knowledge Management
5 Breaking
Down Silos to Easily Maximize the Value of Your Marketing Research
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.
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
Session I — Workshop 1 Bios
Joana Tou, Market Intelligence Analyst, Philips
Healthcare
Joana Tou is currently the Market Intelligence
Analyst for Ultrasound at Philips Healthcare.
As part of her responsibility in monitoring and
analyzing market, competitive and customer
trends, she works with market research partners
in gaining firsthand insights on the ever evolving
ultrasound market.
Prior to joining Philips, Joana worked for IMS
Health in their contract and compliance consulting practice. She holds an MBA from University
of Washington in Seattle.
Jemma Lampkin, Senior Research Consultant,
SKIM
Formerly based in New York, Jemma Lampkin
is a Senior Research Consultant at SKIM in
Rotterdam, The Netherlands. SKIM has been a
sparring partner for multinational companies in
consumer goods, healthcare, consumer health,
telecommunications and financial services for
over 30 years. Jemma’s background is in psychological science, and she worked for several years
Biographies Continued on page 18
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. conducting experimental research in the vision
sciences. She has over 8 years of experience and
has spent the last six years working in healthcare
market research. She has extensive experience
designing and conducting global quantitative
and qualitative market research studies in a wide
range of healthcare indication areas, including
a particular focus on medical device research.
She holds a Bachelor’s degree in Psychology from
Columbia University in New York.
Jeroen Hardon, Senior Research Consultant,
SKIM
Jeroen is currently a Senior Research Consultant
in SKIM’s Research Services & Solutions division, which provides choice modeling services
to other market research firms and consultancy
houses. Jeroen’s background is in commercial
economics, and he has over 5 years of experience working at SKIM. He is responsible for client
management and providing consulting/training
on complex conjoint applications and projects.
Within his tenure, he has completed more than
350 conjoint studies and has led SKIM’s innovation platform on quantitative methodologies,
including presenting at the Sawtooth Software’s
2013 conference. Prior to working in market
We Will Live Track
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.
nn Analytical techniques that can be applied to
document management systems to increase
the utilization and value of a centralized
research repository
In this interactive session you’ll learn:
nn Lessons learned from the successful adoption and implementation of a knowledge
management platform
nn Innovative online knowledge management
strategies to help dramatically reduce organizational waste
research, Jeroen was a professional gymnast
who competed in several European and World
Championships throughout his career. He uses
the perseverance and tenacity from his sports
career to take projects to a higher level for clients.
Anne Hedde, Executive Vice President,
Schlesinger Interactive
Anne manages the online quantitative division and client development for Schlesinger
Associates. She also leads Schlesinger’s new
product development that includes mobile,
biometrics and the newly launched new
PayerPlus Panel. Prior to Schlesinger, Anne was
Global President, Ipsos ASI and was Global CEO
Lightspeed Research. Kinga Zapert, Ph.D., Partner, Hall & Partners
Kinga is a clinical psychologist who brings
health care expertise & methodological rigor
to her consulting on behalf of pharmaceutical
and biotech companies. Prior to joining Hall &
Partners in 2006, Kinga spent 10 years at Harris
Interactive specializing in health policy and
pharmaceutical market research.
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
Kinga has a wide range of experience across clinical categories including oncology, CV, neuroscience, autoimmune, virology, women’s health, etc.
She received her Ph.D. in Clinical Psychology
from the University of Maryland. She has
presented at major industry conferences such
as PMRG, PBIRG, over the past several years, and
has published in major pharmaceutical journals
(NEJM, JAMA, etc.)
Session I — Workshop 3 Bio
Gregory Chu, President, Research Sandbox LLC
Gregory is currently launching Research
Sandbox, a novel web-based platform for facilitating the sourcing and creation of healthcare
market research solutions.
Building on his twenty plus years experience in
healthcare market research and a passion for
innovation, Research Sandbox represents Greg’s
latest effort to create new ways of driving value
within the industry and help research professionals thrive in a constantly evolving business
environment.
Prior to taking on his current role at Research
Sandbox, Greg was head of global innovation
at Ipsos Healthcare. Previous to that, he held
leadership positions in marketing and market
research at Synovate Healthcare, Novartis, Forest
Labs and Merck & Co.
Session I — Workshop 4 Bio
Tim Kelly, VP Real World Evidence Solutions,
IMS Health
Tim is currently the Vice-President of Real
World Evidence Solutions (RWES) with a focus
on patient informatics and analytic solutions.
IMS’ RWES business connects healthcare stakeholders through real-world evidence to demonstrate the value of medicines, enhance quality
and drive improved outcomes. Prior to this role
he was the Global leader for the relationship
with Merck, and the Global Practice Leader for
Commercial & Market Research Services within
IMS Consulting & Services where he led a global
team of over 450 people focused on information management, analytic applications,
and commercial operations outsourcing.
Tim has nearly 20 years experience in life
sciences. He has built and managed various information management and data
science practice areas. Tim has deep
PBIRG University Education session – II
MONDAY MAY 19, 2014
1.15-2.30p
SESS I ON II
Workshop
1
Transform Your Research by Integrating Digital Observations with Traditional Surveys
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 selfreported methods.
Presented by Justin Edge, Managing
Director, Healthcare and Art Rome,
Associate Vice President, Healthcare
GfK Consumer Experiences North
America
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.
SESS I ON 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 Gurr y, Senior Manager, Global Market
Insights, Genzyme, a Sanofi Corporation
As large, primary care-dominated therapeutic categories become increasingly generi-
cized, 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 diag-
nostic 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. The New World in Which
We Will Live Track
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
2
MONDAY MAY 19, 2014
1.15-2.30p
SESSION II
Workshop
3
[continued]
Evolving Partners
Track
Disruptive Impact Among Evolving Partners
We will discuss how the evolving landscape among
payers and ACOs can have a disruptive impact on
access and profitability for branded products.
Presented by John Robinson, Vice
President, MarketVision Research
and Leslie Petrole, Senior Manager,
Customer Insights and Business
Analytics, Otsuka America
Pharmaceutical, Inc.
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,
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
SESSION II
Workshop
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
The Law of Unintended Consequences: Implications on Healthcare Development, Delivery, and Utilization
4 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.
quences of Healthcare Reform in the U.S. and
their impact on key stakeholders – physicians,
patients, and payors. In particular:
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 conse-
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
nn Payment reform
nn Rollout of the Healthcare Exchanges
nn Reform in the hospital setting
nn Practical implications of EMR and meaningful
use (MU) implementation
Evolving Partners
Track
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.
2
MONDAY MAY 19, 2014
1.15-2.30p
SESS I ON II
Workshop
New Reality of Disruptive Change
5 The
Using Methodological Advancements to Collapse Multiple Levels of Research
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:
Presented by Art McKee, Vice President,
Strategic Account Development,
Affinnova Inc. and
Ben Gilgoff, Director, Global Market
Research, Merck
nn How to overcome the common issue of too
much stimuli in different formats
nn The expectations of market research in
today’s environment
Session II — Workshop 1 Bios
Justin Edge, Managing Director, Healthcare, GfK Consumer
Experiences North America
Current role
Justin is responsible for the strategy and products of GfK’s US
healthcare business. He joined GfK as part of the Knowledge
Networks’ acquisition in 2012, where he founded and led KN’s
Pharmaceutical/Health Care business.
Expertise and experience
Justin has a 20 year research and consulting track record in
consumer and B2B markets including CPG/fmcg, media, retail
and healthcare. Much of his focus has been advising companies
on new product introductions, brand health and reputation,
customer loyalty, and global marketing and growth strategies.
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.
Justin has been a featured presenter at numerous conferences and
client seminars. He is considered a leading authority on segmentation.
Therapeutic Category Knowledge
• Cardiovascular
• CNS/Neurology
• CNS/Psychiatry
[continued]
• Metabolics
• Nephrology
• Oncology – LIQUID Tumors
Biographies Continued on page 18 & 19
•
•
•
•
•
•
•
•
•
•
•
•
Dentistry/oral care
Dermatology
Emergency Medicine
Gastroenterology
Hematology
I mmunosciences/Autoimmune
Diseases
Infectious Disease/Virology
Internal Corporate Research
Managed Care (Managed
Markets)
Medical Publishing
Medical & Surgical Devices
Men’s Health
•
•
•
•
•
•
•
•
•
•
•
•
•
nn Relationships between market research,
marketing and the advertising agency and
ways to shape them
nn The benefits and drawbacks of utilizing
this research approach compared to other
methodologies
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
Oncology – SOLID Tumors
Ophthalmology
Pain Management
Pediatric Care
Podiatry
Respiratory/Pulmonary
Rheumatology
Sales Force Effectiveness
Surgery
Transplantation
Urology
Vaccines/Virology
Women’s Health
Art Rome, Associate Vice President, Healthcare, GfK Consumer
Experiences North America
Helping his clients be more competitive in the marketplace is Art’s
key objective and goes hand and hand with his responsibility for
the development of new products to support market research in
the pharmaceutical industry. Art always listens carefully to his
clients, ensuring he is fully aware of their business issues, so he
is able to apply GfK’s full breadth of resources to address their
needs in designing new products. Art is both a visionary and a
market research practitioner, so the solutions he presents are both
creative and actionable.
Current Role…
Art’s role encompasses product development, product
management and business development. In addition to
proposing new product ideas based on customer needs
and leading product development efforts, Art ensures product superiority and customer satisfaction. In addition,
he is responsible for achieving revenue and profitability targets of
newly launched offerings.
Career Highlights…
A market researcher for 12 years and a project manager for more
than 17 years, Art has excellent analytical skills. He is a detailoriented leader with proven effectiveness in statistical analysis
and project/process management. Art is adept at bridging the
gap between technical and non-technical associates to properly
develop research and present the results in a manner understood
by all levels.
Perhaps his greatest strength lies in effectively managing and coordinating project teams and following through on the development cycle to fruition, resulting in actionable results. His career
background includes managing teams of researchers on the client
side, conducting over $6M in research per year. His research experience extends to over 26 countries around the world. He has also
developed market models to assess global competition and opportunities.
Art has a B.S in Mathematics from Jacksonville University and
an M.B.A in Quantitative Analysis from Fairleigh Dickinson
University.
Session II — Workshop 2 Bio
Erik Coats, Managing Partner, Fulcrum Research Group
Erik has been designing and executing research for more than
20 years, the past 12 years working exclusively with healthcare
clients. During this time he has helped marketing teams find leverage for drugs, biologics, and devices to help treat, prevent, or
diagnose more than 50 different diseases: from the common cold
to rare diseases and terminal cancer. Erik’s early training includes
a Ph.D. in experimental social psychology with a concentration in
quantitative methods
Rebecca Gould, Vice President, Fulcrum Research Group
Rebecca has nearly 10 years of experience in custom market
research focused exclusively on the biopharmaceutical / medical device industries. While Rebecca’s clients span a range
of therapeutic areas, she has extensive experience working
with rare diseases and understanding their unique challenges. Rebecca holds a BA in psychology from Wesleyan
University.
Adam Gurry, Senior Manager, Global Market Insights,
Genzyme, a Sanofi Corporation
Adam is the strategic market research partner to the
global and regional marketing teams within Rare
Diseases, specifically supporting the Pompe,
Fabry and Cardio/ Endo groups. He works to
frame, investigate, and answer key questions
in order to allow each team to successfully
2
PBIRG University Education session – III
MONDAY MAY 19, 2014
2.45-4p
SESSION III
Workshop
1
Comparing Methodologies for Evaluating & Optimizing Claims
Presented by Carol
Fitzgerald, President &
CEO, BuzzBack Market
Research
Business Problem/
Background
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.
SESSION III
Workshop
Evolving to Knowledge Management
2 Breaking
Down Silos to Easily Maximize the Value of Your Marketing Research
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.
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
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. The New World in Which
We Will Live Track
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.
nn Analytical techniques that can be applied to
document management systems to increase
the utilization and value of a centralized
research repository
In this interactive session you’ll learn:
nn Lessons learned from the successful adoption and implementation of a knowledge
management platform
nn Innovative online knowledge management
strategies to help dramatically reduce organizational waste
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
3
[continued]
MONDAY MAY 19, 2014
2.45-4p
SESSION III
Workshop
3
Providing Marketeers with more from Communications Research
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.
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
SESSION III
Workshop
Care: How Accountable Care Organizations, Integrated Delivery Networks,
4 Accountable
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.
Evolving Partners
Track
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.
3
MONDAY MAY 19, 2014
1.15-2.30p
SESS I ON III
Workshop
New Reality of Disruptive Change
5 The
Using Methodological Advancements to Collapse Multiple Levels of Research
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:
Presented by Art McKee, Vice President,
Strategic Account Development,
Affinnova Inc. and
Ben Gilgoff, Director, Global Market
Research, Merck
nn How to overcome the common issue of too
much stimuli in different formats
nn The expectations of market research in
today’s environment
Session III — Workshop 1 Bio
Carol Fitzgerald, President & CEO, BuzzBack Market Research
Carol is the founder of BuzzBack, a pioneer in online research
techniques. Since its inception in 2000, the company has won
numerous awards for its innovative toolset and outstanding team
of researchers. BuzzBack regularly presents at many industry
conferences, including PMRG, BHBIA, TMRE, and other marketing venues. Carol is an experienced senior-level executive that
has proven success in the management of both established and
start-up companies for more than 15 years. Carol is a cum laude
graduate of Dartmouth College, and her honors thesis on TS Eliot
continues to be cited in academic works on the author.
Session III — Workshop 2 Bios
Jamison Barnett, Co-Founder and CTO, Verilogue
Jamison Barnett is a co-founder of Verilogue and currently serves
as CTO and Vice President of New Product Development. In these
roles he leads the company’s technology development, computational linguistic efforts, and academic partnerships. He has over
10 years of pharmaceutical market research experience; leading a variety of quantitative, qualitative, primary, and secondary
research studies.
Prior to starting Verilogue, Jamison led market research activities
within the institutional channel for Abilify at Bristol Myers Squibb.
Jamison holds a Bachelor of Arts in Mathematics from RandolphMacon College and a Masters of Science degree in Operations
Research from Virginia Commonwealth University.
Biographies page 19
[continued]
nn Relationships between market research,
marketing and the advertising agency and
ways to shape them
nn The benefits and drawbacks of utilizing
this research approach compared to other
methodologies
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
Colleen Foley, Director, Marketing Analytics and Business
Insights, AbbVie
Colleen has over 25 years Marketing and Communications experience in Consumer Packaged Goods, service industries, retail and,
most recently, Pharmaceutical/healthcare.
Colleen came to Abbvie from Draftfcb and to head a growing
consumer marketing research department. She has supported the
launch of Humira across its various indications as well as Trilipix,
along with established products Niaspan and Androgel. Most
recently Colleen is Director, Commercial insights/Rheumatology,
HUMIRA
Colleen has a Bachelors and Masters of Science in Advertising
and Integrated Marketing Communications from Northwestern
University.
Colleen was president of the PMRG( Pharmaceutical Marketing
Research Group) in 2011 and Chairman of the Board for 2012.
“The reasonable man adapts himself to the world; the unreasonable
one persists in trying to adapt the world to himself. Therefore, all
progress depends on the unreasonable man.”
George Bernard Shaw
Irish dramatist (1856-1950)
“You must be the change you want to see in the world. As human
beings, our greatness lies not so much in being able to remake the
world—that is the myth of the atomic age—as in being able to
remake ourselves.”
Ghandi
Guy Smith, Brand Scientist Director, Branding Science
International
A graduate of University College London, Guy Smith heads up
Branding Science’s west coast office in San Francisco. Originally
from Oxford, England, his eight year career in the pharma market
research industry has largely focused on pre and post launch
communications development. His background in anthropology
means that Guy retains special interest in the drivers of human
behavior and adopting the principles of ethnography in a range of
patient methodologies.
Julia Letuchy, Takeda Pharmaceuticals
At a young age, Julia Letuchy developed an intrinsic curiosity for
what makes people tick and how businesses can leverage these
human truths to build meaningful relationships with customers.
She came up with her first marketing slogan at the age of ten to
help promote the grand opening of her father’s auto repair shop.
“Mechanics you can trust” is his slogan to this very day. It withstood the test of time because Julia, unintentionally at that time,
had hit a deep-rooted customer insight—when it comes to car
repair, drivers want a trusted professional who can get them back
on the road without emptying their wallet.
At the age of eighteen, Julia and her father decided to start up a
local automotive magazine in part to promote his business and in
part for the fun of it. Before long Julia was writing articles, selling
ad space, developing ad concepts for local business, and wearing
the countless other hats needed to keep a print media start-up
business afloat.
When offered to join the corporate world to manage an iconic
global brand like Dove, Julia jumped at the opportunity to flex her
marketing muscles on a larger scale. In additional to her marketing role as assistant brand manager of Dove deodorant, she also
volunteered to double as a market researcher by moderating a
consumer insights panel of Dove divas. This experience led Julia
to fall in love with insights. Prior to starting her full-time insights
career at Kraft foods, she launched a premium cutlery line at Solo
Cup Company.
Today, Julia is a member of the global insights team at Takeda
Pharmaceuticals where she aims to discover the universal
human truths that link physicians and patients across the
globe in order to bring global pharmaceutical brands to
life in a relevant way for customers. She lives in Chicago,
IL where she completed her undergraduate studies at
Northwestern University and her MBA at the Kellogg
School of Management. Julia’s hobbies include playing
music as a member of a local rock band as well as cooking, skiing, and traveling.
Session III — Workshop 4 Bio
Kevin M. Kelly, MS, PMP
Executive Vice President & General Manager, HRA
Kevin joined HRA in May 2011, where he leverages
15 years of technology, business operations, and
market research experience as the company’s
Executive Vice President & General Manager. In
3
Key Opinion LeaderS Panel
“Pills, Payers and the Pharma Industry”
TUESDAY MAY 20, 2014
8.45-10.15a
Dar yl Bogard, RPh, MBA
co-moderator
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 Parke-Davis / 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 PL ANNING 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.
Dr. Hossain Borghaei
(Immunology/Oncology)
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.
Patricia K. Coyle, MD
(MS)
Professor & Vice Chair Department of Neurology
SUNY at Stony Brook University Medical Center
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.
Panelist
Dr. Gerald M. Reaven
(Diabetes/Met. Synd.)
Dr. Gerald M. Reaven received his M.D 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 (1990-1995). 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
Panelist
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.
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 LancetOncology
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.
Omar Ali, BSc
(Hons) Pharm
DipClinPharm
MRPharmS ACPP
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.
Harald Herholz,
M.D., M.P.H.
Kassenärztliche
Vereinigung Hessen
Germany
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 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.
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.
Olivier Wong, M.D.
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
Dr. Harald Herholz published several articles on drug
utilization, health policy, reimbursement and pharmaceuticals in Europe.
Registration
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Hotel reservations can be made on-line thru the Hilton Atlanta
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PBIRG 2014 Annual General Meeting PRE-CON AND Workshop Presenter’s Biographies
Pre-Con Session 1 Bios
Pre-Con Session 2 Bio
Simon Fitall, CEO, Galileo Analytics
Simon is Co-Founder and CEO of Galileo Analytics, a visual data
exploration and analytics company aimed at democratizing health
data research by making it easier to access, analyze and understand
patterns in health and health care. Simon is a knowledge engineer with
30 years experience in market research, data analytics and business
intelligence within the pharmaceutical, biotechnology and medical
device industries. Simon is an expert in data analysis with more than
20 years experience in working with, analyzing and creating models
with patient data.
Working with some of the most successful companies in the pharmaceutical and biotech industries, Simon has a record of designing and
building data analysis, patient modeling, and predictive tools. Simon’s
analytical tools and models have been used to support go/no-go decisions at all levels throughout major corporations. Simon has designed
the analytical tools that are now proprietary to Galileo.
Simon is a keen photographer and lover of all things related to aviation.
Gary Johnson, Founder and CEO, Inpharmation
Gary spent two decades in the pharma industry ultimately heading
global marketing.
He founded Inpharmation 16 years ago and has since provided
research and consultancy to all the top 10 pharma companies.
Gary is author of a number of industry texts including: Value Pricing
for Market Access: Evidence Based Pricing of Pharmaceuticals and
Principles of Pharmaceutical Marketing Research: Evidence Based
Surveys.
Susan Grosso, Vice President of Sales, Cegedim Strategic Data
Susan Grosso is the Vice President of Sales for Cegedim Strategic Data
based in Jersey City, NJ. Cegedim Strategic Data is a global provider of
healthcare information based products and services. In her role, Sue
leads a team of business development executives to promote mostly
syndicated data solutions focusing on real world evidence. She has
more than 30 years experience working in the pharmaceutical industry in both the UK and USA. She started as a statistician with Fisons
Pharmaceuticals, progressing to a sales role and then into market
research. Sue enjoyed moving to more senior roles on the manufacturer side with Reckitt and Coleman and Sanofi Aventis before switching to the supplier side. She is an expert in disseminating large datasets into meaningful answers for her clients key business issues. Prior to
Cegedim, Sue was with Source Informatics, ImpactRx (both now part
of Symphony Health) TNS and CHS (both now part of Kantar Health).
She has a Bachelor of Science (Honors) degree in Mathematics and
Statistics from the University or Reading (UK).
Greg Schlimm, CEO, Themis Analytics
Greg Schlimm is responsible for making sure customers get value
from their Themis partnership. Greg maintains an ongoing dialog with
customers to understand their needs and collaborates with Themis’
team and external partners to define and implement customer solutions. Greg’s hands-on expertise ranges from strategic planning to
day-to-day operations. He is accountable for worldwide customer
acquisition and customer delivery, research and development, HR and
Themis’ financial health.
For 20+ years and with more than a decade supporting the pharmaceutical industry, Greg has helped clients extract value from all types
of data. Prior to Themis, he held senior management roles in quickly
growing software and business services organizations, including two
large public firms and four smaller organizations. A global leader,
Greg’s previous experience includes client implementation and delivery team execution in all regions worldwide.
Greg has an MBA from the TRIUM Program – an alliance of the London
School of Economics and Political Science, New York University Stern
School of Business and HEC Paris – and a BS from the Wharton School
at the University of Pennsylvania. Greg is based in Themis’ US office
in Washington DC.
Colleen was president of the PMRG( Pharmaceutical Marketing
Research Group) in 2011 and Chairman of the Board for 2012.
“The reasonable man adapts himself to the world; the unreasonable one
persists in trying to adapt the world to himself. Therefore, all progress
depends on the unreasonable man.”
George Bernard Shaw
Irish dramatist (1856-1950)
“You must be the change you want to see in the world. As human beings,
our greatness lies not so much in being able to remake the world—that
is the myth of the atomic age—as in being able to remake ourselves.”
Ghandi
He is a Fellow of the Royal Society of Medicine and a Sloan Fellow of
London Business School.
Session II Bios (continued from page 11)
Session I Bios (continued from page 8)
industry knowledge, has published numerous articles, and presents
at industry conferences. In addition, he has brings cross-vertical best
practice experience to his pharmaceutical clients.
Prior to re-joining IMS, he started and led the Information
Development Division at Management Science Associates. Tim
also led NDC Health’s east coast Research & Consulting practice. He
has a BS degree in Quantitative Business Analysis from Penn State
University, and a MS degree in Statistics and Management Science
from Temple University.
Jamison Barnett, Co-Founder and CTO, Verilogue
Jamison Barnett is a co-founder of Verilogue and currently serves as
CTO and Vice President of New Product Development. In these roles
he leads the company’s technology development, computational
linguistic efforts, and academic partnerships. He has over 10 years
of pharmaceutical market research experience; leading a variety of
quantitative, qualitative, primary, and secondary research studies.
Prior to starting Verilogue, Jamison led market research activities
within the institutional channel for Abilify at Bristol Myers Squibb.
Jamison holds a Bachelor of Arts in Mathematics from RandolphMacon College and a Masters of Science degree in Operations
Research from Virginia Commonwealth University.
Colleen Foley, Director, Marketing Analytics and Business Insights,
AbbVie
Colleen has over 25 years Marketing and Communications experience
in Consumer Packaged Goods, service industries, retail and, most
recently, Pharmaceutical/healthcare.
Colleen came to Abbvie from Draftfcb and to head a growing
consumer marketing research department. She has supported the
launch of Humira across its various indications as well as Trilipix,
along with established products Niaspan and Androgel. Most recently
Colleen is Director, Commercial insights/Rheumatology, HUMIRA
Colleen has a Bachelors and Masters of Science in Advertising
and Integrated Marketing Communications from Northwestern
University.
achieve their market penetration, commercial development, and life
cycle planning initiatives. Adam has over 7 years of experience at
Genzyme after spending 4 years as a management consult working
mostly with bio-pharma companies. Adam originally joined Genzyme
in 2006 as a Customer Insights analyst for the Renal BU. In 2009 he
transitioned into market research, initially supporting the Global
Renal, Endo and Cardiovascular teams, and since 2011 supporting the
Rare Disease team.
John Robinson, Vice President, MarketVision Research
John is a highly experienced marketing researcher and consultant with
over 23 years of experience in qualitative and quantitative research
focused on tactical and strategic issues. Over the past 14 years he has
conducted numerous research studies among US payers and, over
the past 8 years, completed several studies among EU5 and other
international payers. Related activities include investigating how the
Affordable Care Act (ACA) including the introduction of Accountable
Care Organizations (ACOs) and state insurance exchanges, will likely
impact pharmaceutical manufacturers.
Prior to joining MarketVision Research as Vice President and Payer
Team Leader, John was the Senior Director for the Pricing, Access &
Reimbursement Practice at Genactis, a global marketing research
consultancy. Before joining Genactis, he founded and operated his
own marketing research firm for 12 years that focused on qualitative
and univariate quantitative domestic research in the payer and niche
specialty markets.
John holds a Master of Science in Marketing, a Bachelor of Arts degree
in liberal arts and a Bachelor of Science degree in psychology, all from
The Pennsylvania State University.
Leslie Petrole, Senior Manager, Customer Insights and Business
Analytics, Otsuka America Pharmaceutical, Inc.
Over the past 10 years, Leslie has worked in various roles at Sanofi and,
more recently, at Otsuka as a senior manager of market research. Her
research background spans both traditional marketing research and
payer research with emphasis in diabetes and on new entities including Accountable Care Organizations (ACOs). Leslie has managed both
qualitative and quantitative research over the past several years focusing on tactical and strategic issues.
Leslie holds a Bachelor of Science degree from East Carolina
University.
Lisa Fox, Vice President, Adelphi Research
Lisa Fox is a Vice President at Adelphi Research who brings over 17
years of pharmaceutical market research experience– 14 of these years
with a strong focus on the payor market.
At Adelphi Research since April 2013, Lisa serves as a research Vice
President and Team Lead. Lisa is Adelphi’s internal subject matter
expert (SME) on payor related issues in the U.S., working in conjunction
with our Adelphi Access partners in the U.K. who specialize in global
payor market issues. Lisa’s initiatives at Adelphi include a comprehensive training program for senior research staff on payor related issues as
well as specific projects related to payor issues across a variety of therapy areas, as well as the phenomenon of “practice transformation” due
to the HITECH Act of 2010 and the implications of healthcare reform.
Lisa has over 17 years of experience in healthcare market research,
with expertise in qualitative and quantitative methodologies across
a variety of therapy areas and healthcare stakeholders. For several
years, Lisa has maintained a strong focus on helping clients navigate
the U.S. payor market and other key healthcare channels, including
hospitals and integrated delivery networks. Prior to her tenure at
Adelphi, Lisa served as a senior member of the research teams at HRA
– Healthcare Research & Analytics and GfK Healthcare, and has also
held market research positions at Medco Health Solutions and The
PreTesting Group. Lisa has published articles in the American Journal
of Managed Care and is a frequent presenter at PBIRG. She holds a
MA in Corporate and Organizational Communication from Fairleigh
Dickinson University and a BA in Journalism from The College of
New Jersey.
Nick Proctor, Vice President, Adelphi Access
Nick Proctor is a Vice President at Adelphi Access who brings over 15
years of consulting experience to the pharmaceutical industry, with a
keen focus on international market access.
Nick Proctor is VP, Director of Adelphi Access and has been a consultant to the pharmaceutical industry for over 15 years. His career has
largely followed the drug development process, from preclinical
research during his degree and PhD to Phases I and II during his
postdoctoral research. Nick’s consultancy interests then moved into
a commercial role with a UK market access group where he advised
clients on approaches to evidence generation and communication to
satisfy HTA requirements during Phase III and launch as well as working across the McCann Worldwide and Interpublic Group networks.
Prior to becoming Director at Adelphi Access, he had the roles of
Director of Pricing and Reimbursement and Market Access Counsel,
working with the diverse agencies in the Adelphi, DAS and Omnicom
families, as well as directly with clients, to bring an understanding and
integration of market access to their research, communication and
marketing strategies. Nick has led a large number of varied research and consultancy projects with the Adelphi Access team to examine the impact of payers
and wider access considerations on projected global commercial
performance. Johann Odermann, Vice President, Managed Markets Consulting
Practice Leader, CAHG
Johann Odermann is a Vice President at CAHG who brings over 20
years of market access experience, serving the industry in payor
marketing/strategy roles on behalf of both pharmaceutical/biotech
organizations as well as the agencies that support them.
PBIRG 2014 Annual General Meeting PRE-CON AND Workshop Presenter’s Biographies
CONTINUED
At CAHG, one of the largest healthcare communications companies in
the world and part of Diversified Agency Services (DAS), a division of
Omnicom Group Inc.,
Johann’s responsibilities include supporting market access activities and assignments for clients domestically and globally. He leads
domestic payor strategy activities while incorporating medical and
market research based insights into client teams’ program recommendations.
Before joining CAHG, Johann worked for two boutique agencies where
he was responsible for development of payor strategy and capabilities. His experience includes work in numerous therapeutic categories
in primary care and specialty categories. In addition, Johann spent
21 years at various manufacturers in both small biopharmaceutical
and Fortune 50 companies in sales, sales management and training,
account management and managed markets marketing including
responsibility for payor marketing of a multi-billion dollar metabolic
franchise.
Johann received a bachelor’s degree in biology and economics from
Kenyon College and has completed coursework in pharmaceutical
marketing at Northwestern’s Kellogg School of Management. He is
a member of the International Society for Pharmacoeconomics and
Outcomes Research and a past member of the Academy of Managed
Care Pharmacy.
Art McKee Vice President, Strategic Account Development,
Affinnova Inc.
Art McKee is Vice President of Strategic Account Development at
Affinnova where he is responsible for consulting with customers on
marketing, research, and innovation initiatives, identifying needs and
proposing solutions that best meet objectives.
Art has spent the last 18 years working effectively with senior marketing and sales teams on key business challenges and strategic product
development initiatives. His experience includes senior positions
on both the pharmaceutical manufacturer and marketing research
services side of the business. Art has extensive experience using
marketing research to help pharmaceutical clients build their brands. This experience spans across all types of qualitative and quantitative
research, including advanced analytics, used to study a large range of
therapeutic categories. Prior to joining Affinnova Art held senior leadership positions at some
of the leading research-based consultancies in the healthcare industry. On the manufacturer side of the business Art served as Senior
Manager of Market Research at Wyeth-Lederle Vaccines, where he was
on two launch products, including Prevnar.
Art holds a Bachelor’s degree in Communications from RiderUniversity
and an MBA from LaSalleUniversity.
Ben Gilgoff, Director, Global Market Research, Merck
Ben Gilgoff is a Director of Global Market Research & Analytics
responsible for the General Medicines Franchise. In this role, he
is responsible for leading a team of 7 research professionals who
design and implement market research initiatives that provide decision support to several in-line Brands including Dulera, Zenhale and
Arcoxia. Additionally, the team is responsible for pre-launch support
of the Allergy Immunotherapy Franchise and Suvorexant (insomnia)
Marketing Team. Since joining Merck in early 2007, Ben has worked
with multiple stakeholders including US and Global Singulair teams,
Nasonex, Fosamax, MK-0633 (5-LO inhibitor), and Respiratory New
Products.
Previous to Merck, Ben was a Senior Manager in Business Intelligence
at Sanofi-Aventis where he provided competitive insights in support of
the respiratory and bone franchise teams. Prior to the merger of Sanofi
and Aventis, Ben was the lead researcher supporting the launches of
Ketek and Alvesco. Before moving to a primary research role, Ben led
the Marketing Intelligence and Secondary Data team for Aventis. Ben
began his career in pharmaceuticals with IMS Health in Plymouth
Meeting, PA.
Ben has seventeen years of industry experience gained in a variety
of positions held at IMS Health, Sanofi-Aventis and Merck and Co.,
Inc. He holds a B.S. in Business Administration from Bloomsburg
University in Pennsylvania, and a M.B.A. in Pharmaceutical Marketing
from Saint Joseph’s University, Haub School of Business.
Session III Bios (continued from page 14)
this role, Kevin has responsibility for strategy and planning, business
development, customer relationship management, project management and execution, and business operations.
Prior to HRA, Kevin was Chief Information Officer for BuzzBack
Market Research, a boutique research firm serving the consumer
packaged goods sector. Kevin provided strategic direction for technology – focusing on the company’s unique consumer engagement tools
as well as on infrastructure and project management. Kevin leveraged
his experience in systems development, vendor relations, and portfolio management to streamline development processes and move
products to market faster at lower cost.
Before joining BuzzBack, Kevin was the Chief Information Officer
for the National Association of Social Workers. While there, he spearheaded a complete overhaul of their infrastructure, simplifying
systems and vendor relationships and improving service and reliability while significantly reducing operating costs.
2014 Annual General Meeting
MAY 1 8 -2 1 , 2 0 1 4
Earlier in his career, Kevin worked as a technology and project
management consultant for the health insurance and retirement
benefits business units of the National Rural Electric Cooperative
Association, and in various management roles within the Opinion
Research Corporation family of companies.
Kevin holds a Master of Science degree in Technology Management
from The George Washington University as well as the Project
Management Professional (PMP) certification.
Chris Rife, Vice President Research Strategy, HRA
Chris is Vice President of Research Strategy at HRA – Healthcare
Research & Analytics, a market research company with almost 40 years
of experience supporting the healthcare industry.
Chris 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. In these positions she gained
experience across the entire product life cycle from development
through brand for compounds and devices. During her career,
Chris has led the global development and launch of many brands
most recently Simponi® an Immunology therapy and Dulera® for
Respiratory diseases.
In addition to her brand related experience, Chris has led very successful teams in the US as well as internationally including Europe/Canada
and Eastern Europe /Middle East/Africa. Her therapeutic knowledge is vast, including: Vaccines, Immunology, Respiratory, Allergy,
Pain, Erectile Dysfunction, Women’s Health, Antibiotics/Antifungals
and Cardiovascular. Chris can also boast experience in Rx-to-OTC
switch, Sales Force Effectiveness, JV/co-promotes, launch and in-line,
DTC, Social Network Science and Digital. Not surprisingly Chris has worked across a broad range of customer
groups – integrated health systems, pharmacists/pharmacies, hospitals, physicians, consumers, managed care, sales representatives,
district and regional managers and key opinion leaders. She holds a Bachelors in Business Administration from the University
of Maryland and a Masters in Business Administration with a concentration in Marketing Research from Johns Hopkins University.
Art McKee Vice President, Strategic Account Development,
Affinnova Inc.
Art McKee is Vice President of Strategic Account Development at
Affinnova where he is responsible for consulting with customers on
marketing, research, and innovation initiatives, identifying needs and
proposing solutions that best meet objectives.
Art has spent the last 18 years working effectively with senior marketing and sales teams on key business challenges and strategic product
development initiatives. His experience includes senior positions
Hi lt o n At lan t a
on both the pharmaceutical manufacturer and marketing research
services side of the business. Art has extensive experience using
marketing research to help pharmaceutical clients build their brands. This experience spans across all types of qualitative and quantitative
research, including advanced analytics, used to study a large range of
therapeutic categories. Prior to joining Affinnova Art held senior leadership positions at some
of the leading research-based consultancies in the healthcare industry. On the manufacturer side of the business Art served as Senior
Manager of Market Research at Wyeth-Lederle Vaccines, where he was
on two launch products, including Prevnar.
Art holds a Bachelor’s degree in Communications from RiderUniversity
and an MBA from LaSalleUniversity.
Ben Gilgoff, Director, Global Market Research, Merck
Ben Gilgoff is a Director of Global Market Research & Analytics
responsible for the General Medicines Franchise. In this role, he
is responsible for leading a team of 7 research professionals who
design and implement market research initiatives that provide decision support to several in-line Brands including Dulera, Zenhale and
Arcoxia. Additionally, the team is responsible for pre-launch support
of the Allergy Immunotherapy Franchise and Suvorexant (insomnia)
Marketing Team. Since joining Merck in early 2007, Ben has worked
with multiple stakeholders including US and Global Singulair teams,
Nasonex, Fosamax, MK-0633 (5-LO inhibitor), and Respiratory New
Products.
Previous to Merck, Ben was a Senior Manager in Business Intelligence
at Sanofi-Aventis where he provided competitive insights in support of
the respiratory and bone franchise teams. Prior to the merger of Sanofi
and Aventis, Ben was the lead researcher supporting the launches of
Ketek and Alvesco. Before moving to a primary research role, Ben led
the Marketing Intelligence and Secondary Data team for Aventis. Ben
began his career in pharmaceuticals with IMS Health in Plymouth
Meeting, PA.
Ben has seventeen years of industry experience gained in a variety
of positions held at IMS Health, Sanofi-Aventis and Merck and Co.,
Inc. He holds a B.S. in Business Administration from Bloomsburg
University in Pennsylvania, and a M.B.A. in Pharmaceutical Marketing
from Saint Joseph’s University, Haub School of Business.
At lan ta , G e o rg i a

PBIRG 2014 AGM Registration PDF

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