Conference Programme

BHBIA
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BOBI
awards
best of business intelligence
Let me
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Annual Conference
13th-14th May 2013
The Grove
Chandler’s Cross, Hertfordshire
BOBI Awards Ceremony
Monday 13th May 2013
Day 1 Monday 13th May 2013
09.00
Registration
09.30
Introduction and Welcome from the BHBIA Executive Committee
Nick Coolican Smith, BHBIA Chair and UK CRM Manager – Merck Serono Limited
09.45
Keynote Speaker
Brian Blessed, Actor, Adventurer and Author
Brian Blessed is as well know for his commanding presence as he is for his mighty voice. Over the years he has been equally impressive
on stage and on screen and has played numerous roles including ’Porthos’ in The Three Musketeers, ‘Augustus’ in I, Claudius, ‘Long
John Silver’ in Return To Treasure Island and ‘Richard 1V in Blackadder. Whilst on Film ‘Vultan’ in Flash Gordon, and Kenneth Branagh’s
Shakespeare adaptations of Henry V, As You Like It, and Hamlet, he was also ‘Boss Nass’ in Star Wars – The Phantom Menace. His
publications include The Turquoise Mountain, The Dynamite Kid, Nothing’s Impossible and Blessed Everest. Brian was ‘The Master of
Ceremonies’ at the Hong Kong handover to China. Brian has a love of mountaineering and has been on three expeditions to Mount
Everest where at the age of 57 he reached 28,000 feet without oxygen, a record! He has also climbed Aconcagua in South America,
Mount Kuitan in Mongolia, Kinabalu in Malaysia, Mount Ararat in Turkey, and was the oldest man to reach the Magnetic North Pole.
10.30
Agency Soap Box
Agency exhibitors will each have a one-minute slot to capture delegates’ interest. This promises to be an entertaining session and a
great opportunity for agencies to introduce themselves and make an impact prior to the ‘Agency Tales’ session.
11.00
‘Agency Tales’
An opportunity for Pharma delegates to hear agencies tell their stories of how their expertise can help transform your brand from a frog into
a prince. To add excitement agencies will be handing out story telling gifts – will you be lucky enough to win a prize at the end of the day?
(Tea/Coffee will be served in the Ivory Room)
11.30
The Tale of Two Brands – A Story About the Co-positioning of Two
Louise Thornton, Company Director – Praxis Research & Consulting, Tracy Adlard, Market
Research Manager and Vivek Basantani, Senior Brand Manager – Novartis Pharmaceuticals
A presentation using a recent case study to tell a dynamic story about how all stakeholders took on the challenge of co-positioning two
brands with a view to total brand optimisation. The paper will be given by the market research agency, the Company market researcher
and also the brand manager to give the internal customers perspective.
12.00
The Golden Compass for CCGs
Charlotte Scrutton, Multichannel Marketing and Consumer Analytics, Global Centre of
Excellence, Chris Heaney, Customer Marketing Manager – Pfizer and Jane Fligelstone,
Partner – The Consortium
Eliciting and understanding the CCG narrative is critical in today’s NHS. Every CCG has a different story to tell, depending on the mix
of personalities and local health economies. However, it’s possible to segment CCGs into different types (From ‘Hero to Zero!) and
use this to tailor marketing activity. The important (and often missing) component is how a Company takes a customer narrative and
internalises it, so it becomes a ‘Golden Compass’ to navigate by.
12.30
‘Agency Tales’ (Lunch will be served in the Ivory room)
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Annual Conference Programme • Let me tell you a story
Day 1 Monday 13th May 2013
14.00
Conference Training Sessions (repeated on Day 2: 11.30)
Choose from one of the four training sessions from page 6
15.00
‘Agency Tales’ (Tea/Coffee will be served in the Ivory room)
15.40
BHBIA Annual General Meeting
Nick Coolican Smith, BHBIA Chair and UK CRM Manager – Merck Serono Limited and
Louise Tamblin, BHBIA Treasurer and Group Director – Kantar Health
The AGM is your chance to influence key decisions on how the BHBIA is run and to input into the initiatives we focus on. This session
will explain how BHBIA finances are being managed to maximise funds available to drive our new initiatives forward and will include
the results of the elections for the Executive Committee members who will take up their new posts immediately after the conference.
16.00
The Ugly Duckling – A Story of How a Digital Methodology Can Uncover Actionable Insight
Neil Reynolds, Director – medeConnect Healthcare Insight and Paola Franco, EMEA Senior Market
Research Manager – Janssen (part of JnJ)
There once was an ugly duckling, or rather an under-appreciated ad execution that turned out to be the most effective in the eyes
of doctors. We shall discuss how we not only persuaded the brand team to go with this ad execution, but also how we used a digital
methodology (text-based online focus groups) to engage the brand and sales team in the research and achieve the near impossible –
a turnaround for the whole study from briefing to presentation in 9 working days.
16.30
Going It Alone
Rosalyn Twite, Co-Founder & Director – KeyQuest Health Ltd and Marianne Purdie, Director – Purdie Pascoe
Launched your own company? Thought of Going It Alone? Ever wondered how and why your company
first started? This talk tells the story of those BHBIA members who have successfully taken the leap and created their own business. Based
on a survey with founders of BHBIA companies, we discover what compelled them to go it alone and uncover the highs and lows which
followed. Find out: The main motivators, the hardest parts, the surprising parts, the one piece of advice founders would give. Both Rosalyn
Twite and Guy Pascoe have been Co-Founders of their respective companies and will add their own unique take to the results.
17.00‘Agency Tales’ Prize Draw
17.15 19.30 End of Day One
Pre-Dinner Drinks Reception
Sponsored by Research Now
20.00 Gala Dinner (Dress code: Black Tie)
Table wine jointly sponsored by All Global and BHBIA
21.30 BOBI Award Ceremony
Steve North, Chair, BOBI Steering Committee and Director – i2i, Angela Gregory,
BOBI Steering Committee and Senior Offerings Manager – IMS Health and Charles Nove,
BBC Newsreader and Presenter.
22.30 Entertainment – DJ, fun and games!
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3
Day 2 Tuesday 14th May 2013
09.00
Registration
09.30
Introduction and Welcome from the BHBIA Executive Committee
Simon Barnes, BHBIA Deputy Chair and Business Intelligence Manager – Boehringer Ingelheim Ltd
09.45
Tell Me The Old, Old Story
Paula Walker, Lead Consultant – Eli Lilly, Rebecca Marshall-Clarke, Research
Director – Adelphi Research UK part of the Omnicom Group and Dave Kaye,
Managing Director – Kiosk part of the Omnicom Group
Are MROCs already old hat? As more and more of our online interaction happens on the move, what opportunities are opening up for
market research? This paper shows how mobile online communities can sprinkle some magic on our insights by enabling respondents
to tell us their story in the moment and explores whether they will come to MROCs rescue or transform them (with a kiss).
10.15
Persistence and Adherence – Using Device Data and Homecare Data to Deliver
an NHS Rebate Scheme
Nick Coolican Smith, UK CRM Manager, Paul Runeckles, Customer Insight Director –
Merck Serono Limited and Matt Beckett, Operations Director – CSL
Once upon a time there was a patient who wasn’t taking his medicine…The true story of combining Home Care Data and Device
Data into a Dashboard that allowed an innovative rebate scheme to be launched to the NHS and that also allowed Merck Serono to
re-engineer its Patient Support Services to more efficiently support Patients. But, did they all live happily after?
10.45
‘Agency Tales’
An opportunity for Pharma delegates to hear agencies tell their stories of how their expertise can help transform your brand from a frog into
a prince. To add excitement agencies will be handing out story telling gifts – will you be lucky enough to win a prize at the end of the day?
(Tea/Coffee will be served in the Ivory Room)
11.30
Conference Training Sessions
Choose from one of the four training sessions from page 6
12.30
‘Agency Tales’ (Lunch will be served in the Ivory room)
14.00
Narratives: Your Word Against Theirs
John Aitchison, Managing Director – First Line Research and Marie Harrison, Partner – The Consortium
These days we seem to accept that weaving compelling narratives into our research findings engages interest
and improves impact. And whilst we are increasingly happy to theorise, interpret and predict, do we at the same time often
inadvertently impose research designs that deny respondents the freedom and encouragement to tell their own stories, in their words?
And are we really only half-listening anyway? In this paper we show why “narrative” is a term loaded with multifarious and sometimes
conflicting meanings for market researchers, and separate out the opportunities from the dangerous fallacies.
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Day 2 Tuesday 14th May 2013
14.25
The Curious Incident of the Insight That Wasn’t
Jeanette Kaye, Deputy Managing Director and Rob Egerton, Associate Director – HRW
Through the story of a well-meaning but flawed market researcher, Mr R.E. Searcher, this paper will highlight
that there is still room for improvement in how we explore questions. How often have we all looked at results from a tracker, or
material development, which look plausible but then don’t reflect the later reality? This paper is an opportunity to share stories of how
we can be better and challenge ourselves in developing truer insights.
14.50
Keynote Speaker
Nick Southgate, IPA Behavioural Economics Consultant
Nick Southgate began his advertising career at Ogilvy & Mather as a graduate trainee in the planning department.
There he cut his teeth on brands like Lucozade Sport and Eagle Star and on various COI projects.
He joined Cogent Elliott in 2002 and in 2004 moved to dfgw (formerly Duckworth Finn Grubb Waters). There he worked on more COI
business, this time with HMR&C, as well as with Kerrygold Butter and Expedia.
In 2007 he moved to Grey London as a Planning Partner. There he worked on Nokia, Visa and Toshiba producing the ‘Timesculpture’
film that also made Campaign’s TV Top Ten and helped dramatically revive Toshiba’s fortunes.
Nick now works freelance on a myriad of projects that include Grey’s GSK portfolio in the UK, the IPA’s Behavioural Economics
initiative and The School of Life, the educational institute founded by Alain De Botton.
15.15 Panel Discussion
This session will bring together the speakers from the last three papers to answer your questions about how we can challenge the
way we do things and tap into the field of Behavioural Economics to gain more meaningful insights into how our respondents react
and decide.
15.45 Conference Awards and ‘Agency Tales’ prize draw
16.00 Conference Close
A BHBIA Media Partner
Annual Conference Programme • Let me tell you a story
5
Conference Training Sessions
Session 1
Visual Analytics – Every Picture Must Tell the Business Story
Dr David Smith, Director – DVL Smith and Professor at the University of Hertfordshire, Business School
These days everyone wants instant visual solutions to challenges and problems. People don’t want to be overloaded with
cognitive problems, but want highly imaginative solutions. Here we will work through a series of accessible data – visualisation
techniques for helping you tell the business story in a highly impactful way. You will follow our step-by-step guide on how to deploy
different data-visualisation techniques to make sure you communicate your message in an effortless, easy-to-understand way.
Session 2
Co-creating our Future to Satisfy Payer Needs on “Outcomes”
Dr. Junaid Bajwa, CCG Board Member – NHS Greenwich, Sabina Syed,
Managing Director and Oliva Shaw, Senior Consultant – Visions4health and
Nadine van Dongen, Director – Patient Intelligence Panel
A brand campaign however well researched and packaged it is and meets the needs of a prescriber - may be limited in its success if it
does not resonate with payers. Explore what “outcomes” really mean from a payer perspective and how pharma market research can
evolve to effectively support and engage payers.
Session 3
Closing the Gap Between Insight and Action: How Marketing, Research and
Agency Can Jointly Deliver More Reliable Guidance
Ellie Jones, Senior Research Executive, Anthony Rowbottom, Associate Director,
Victoria Taylor, Senior Research Executive – Branding Science and Ian Becattelli,
Independent Consultant working with Branding Science
Using real life examples from the perspective of client, agency, and academia, this session will provide an interactive catalyst for
healthcare market researchers to challenge themselves, their marketing teams and importantly their agencies if they really are asking
the right questions, in the right way – to truly understand and predict attitudes and future behaviours. Attendees will be involved in
helping create approaches that will help involve rather than simply use respondents in research, helping deliver clearer insights that
convert into more reliable and predictive outcomes.
Session 4
NHS Data
David Brown, CTO BT Life Sciences – BT
The workshop will investigate the understanding of NHS publically released data. BT will make available the UKHealth
open science database and analytics tools with the aim of building a Dashboard during the session for a Business
Objective agreed by the participants.
• Practice level prescribing data (product and generic) and disease prevalence data
• Practice level outcomes data (achievements against quality of outcomes targets)
• Demographic data on patients served by a practice and medical staff within a practice
• Hospital referral data for A&E and specialisms
• Adverse event data (from the FDA related to the UK) and Clinical trials data (NIH)
• Social indicators (income, derivation)
• Administration tables for data linking (government codes, postal codes) or to drill down using the British National Formulary (BNF)
The aim is to give attendees an understanding of what has been made available by the NHS IC and to explore the possibility of
‘standard’ measures.
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Annual Conference Programme • Let me tell you a story
Dinner and BOBI Awards Ceremony
Monday 13th May
BOBI
awards
Panel-Judged Awards – Finalists
best of business intelligence
Best Customer Insight
Excellence in Data Collection/Fieldwork
Sponsored by:
Sponsored by:
Playing Catch Up – How Market Research was Instrumental in
Guiding Humira Through the Maze of Changing NHS Needs
Find your 1%
Anthony Nealon, AbbVie
Judy Norcross, Adelphi Research UK
Claire Jackson, Adelphi Research UK
Exploring the Language of Alcohol Dependence Supports
Paradigm Shift in Treatment
NEW
Nicola Miles, medeConnect Healthcare Insight
Neil Reynolds, medeConnect Healthcare Insight
Elaine Bayliss, NHS National End of Life Care Team
Daisy Steel, Doctors.net.uk
Haemophilia, Experiences, Results and Opportunities
(HERO): A Community-Based Evaluation of the Psychosocial
Effects of Haemophilia on Patients and their Carers
Karen Macey, Lundbeck
Mary Stewart,
Insight Research Group
Kyrie Andersen*,
Kantar Health
Birgitte Toftemose,
Novo Nordisk A/S
*Now at Insight Research Group
Project Heritage
Relatively Speaking – Keys for Advancing Patient
Empowerment
Simon Barnes,
Boehringer Ingelheim
Ketki Gupte, Verilogue
Steve Lowery, Red Leaf Research
Philippa Hammerton, Red Leaf Research
Simon Barnes, Boehringer Ingelheim
Jennifer Vitali, Boehringer Ingelheim
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Annual Conference Programme • Let me tell you a story
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7
Dinner and BOBI Awards Ceremony
Monday 13th May
BOBI
awards
best of business intelligence
Most Innovative Approach
Best Business Impact
Sponsored by:
Sponsored by:
How to Make a NICE TAG Work if you can get it
igel Griffiths,
N
Insight Research Group
Andrew Forman,
Insight Research Group
Dipesh Parikh, AstraZeneca
Jeremy Fazal, AstraZeneca
Marie-Therese Eade,
Insight Research Group
Compliance in Cancer
Steve Lowery, Red Leaf Research
Charlotte Scrutton, Pfizer
Philippa Hammerton, Red Leaf Research
From Small Acorns Grow Big Oaks – How a Small Piece of
Research Has Had a Big Impact on Market Access
MIRROR a Reflection of the Local Health Economy
Joanna Thompson,
Adelphi Research UK
David Spackman,
AstraZeneca
Brian Forbes, AstraZeneca
Jeremy Fazal, AstraZeneca
Alistair Hankin, AstraZeneca
Steven Hankin, MSD, Matt Stone, MSD
Nick Merryfield, NHiS Ltd, Petra Westlake, NHiS Ltd
Beyond the Pill in HIV
Steve Lowery,
Red Leaf
Research,
Philippa
Hammerton,
Red Leaf
Research, Sue Press, Janssen
Good Things Come In Small Packages
Christopher Ehinger,
Black Swan Analysis
Christopher Bell,
Black Swan Analysis
Excellence in Sales Force Effectiveness/Commercial Analysis
Sponsored by:
Account Valuation for the UK Launch of Votrient –
An Award Winning Success Story
Using Analytics to Create
Bottom-Up Objectives in
the Sales Force
Harnessing NHS Data to
Maximise Customer Targeting
Wilf Iliffe, MSD
Sven Beyrich, Boehringer
Ingelheim, Tony Cox,
Data Intelligence
Julian Snape, NHiS Ltd,
Chris Wiggins, NHiS Ltd
Nick Merryfield, NHiS Ltd,
Baz Chudusama,
GlaxoSmithKline,
Chris Keith, GlaxoSmithKline
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Annual Conference Programme • Let me tell you a story
Dinner and BOBI Awards Ceremony
Monday 13th May
BOBI
awards
Pharma Company and Agency Team Awards
best of business intelligence
Which company got your vote?
Two exciting new awards have been introduced in 2013:
Pharma company
I would most like
to work in
Sponsored by
Awarded to the Pharma Company (Business Intelligence
team – including market research and analytics) that
other BHBIA members would most like to work in if they
were not working for their current companies
Agency I would
most like
to work in
Sponsored by
Awarded to the Agency that other BHBIA members
would most like to work in if they were not working for
their current companies
Here’s what some of the voters have said about the companies they’ve voted for:
The very best in team spirit, and a genuine
passion for partnering with a supplier.
A friendly, talented team who work well
together, creating a positive impression
of their company in all their dealings with
agencies.
Innovation, atmosphere, professionalism,
openness and quality of staff.
They have great integrity and professionalism,
high standards, good business understanding,
a common-sense approach.
Their professionalism lies in their ability to be
friendly, engaging and approachable, yet not
afraid to challenge when needed.
Innovative and dynamic in their approach.
They recruit the best people and are a
pleasure to work with.
Annual Conference Programme • Let me tell you a story
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BOBI Awards 2012 – 13
BOBI
awards
best of business intelligence
Individual Awards – Best Industry
and Best Agency Newcomer
The ‘BOBI Challenge’
Best Industry Newcomer
sponsored by:
sponsored by:
Best Agency Newcomer
The BOBI Challenge Host:
sponsored by:
Best Newcomer Host:
BOBI Challenge Teams:
MS Adelphi
MSD/Adelphi Research UK
Mixology
lison Buchanan Associates/SkyBlue
A
Healthcare Associates /Synergy
Healthcare Research/Allergan/
Insight Research Group/
ZS Associates
BOBI Best Newcomer Finalists:
Adebusuyi Adeyemi
IMS Health
Janany Arunachalam
IMS Health
Janine Grice
Adelphi Research UK
Catherine Haw
HRW
Elinor Jones
Branding Science
Josh Lay
Janssen
Esther Loke
Bristol-Myers Squibb
Frances Lyon
Insight Research Group
Fran Murray
Kantar Health
Jordan Rankin
Janssen
Victoria Taylor
Branding Science
Lucy Wates
Synergy Healthcare Research
The Famous Five (and Steve)Janssen/GfK
BOBI Challenge teams, judges and organisers
Thanks also to:
Entry Brochure
sponsor:
Media Partner:
BOBI Newcomer finalists, judges and organisers
Video sponsor:
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Forthcoming Events
7th June – Sales Force Incentives
Members only: free
The business environment in the life sciences
industry is being transformed by increased
regulatory, societal and economic factors.
Organisations need to measure the sales
representative’s influence on various business
transforming factors. Based on these factors,
strong consideration should be given for
measuring representatives’ performance on “Job
Mastery”(customer focused, skill based KPIs) in
addition to the traditional model based on “Job
Outcome”(sales based KPIs).
13th June – Essentials for UK
Pharma Forecasting Members: £449 + VAT
Non-Members: £549 + VAT
This workshop will look at the multiple roles
and requirements of forecasts within companies
including interactions between HQ and
local affiliate companies. Providing a clear
understanding of data, extrapolation techniques
and Excel skills, UK-focused business analysts will
leave with the ability to start rapidly producing
their own forecasts. The course will cover both
pre-launch and launched brands, at national and
sub-national levels. Suitable for delegates with any
or no previous forecasting experience, although
delegates should be familiar with the basics of
Excel.
20th June – Behavioural Economics
and Neuroscience Members: £449 + VAT
Non-Members: £549 + VAT
In recent years discoveries from psychology,
economics and neuroscience have converged
to enhance our understanding of how we
react, decide and interact. Many of these
findings challenge the established rational
and explicit research techniques upon which
much of our work is founded. Delegates are
acquainted with behavioural economics and
neuroscience fundamentals and their relevance to
pharmaceutical market research. We offer a guide
to avoiding pitfalls, ideas for new approaches
and a selection of wryly-observed home truths
from behavioural economics expert and senior
Advertising man, Rory Sutherland. This is a course
for those who are willing to challenge themselves
and others to develop and improve what the
market research industry provides for its customers,
whether internal or external.
5th July – Market Research Online
Communities
11th October – Market
Segmentation
Members only: free
Online communities are one of the most popular
ways in which people interact on the internet.
Market Research Online Communities (MROCs)
use this as an approach to collect market research
data. This webinar will introduce the concept
of the online market research community in the
pharmaceutical sector and highlight the practical
considerations of conducting this research using
real MROC examples.
Members only: free
This webinar explains how to develop a powerful
segmentation – addressing where to play and
how to win questions – that will create successful
marketing strategies. Using practical examples
we highlight the importance of choosing the right
analytical approach and outline the steps in getting
your segmentation adopted by the organisation.
12th September
Members’ Exchange Forum –‘Lip Service or
leverage? How pharma can harness the drive
for better patient engagement’ and Summer
Evening Event
20th September – Overview of
Pricing Research Techniques
Members only: free
The session will cover key issues in the design and
interpretation of pricing research. What are the 5
key pricing research pitfalls and how can these be
avoided? What impact does health economics,
patient access schemes, and value based pricing
have? A variety of examples will be used to
illustrate the role of the Van Westendorp Price
Sensitivity Meter, Gabor Granger, Monadic and
Conjoint Analysis in pricing research.
26th September – Legal and Ethical
Guidelines
Members: £449 + VAT
Non-Members: £549 + VAT
A chance to increase your practical understanding
of both the BHBIA Legal and Ethical Guidelines
for Healthcare Market Research and the ABPI
Guidelines for Adverse Event Reporting, through
a highly interactive, case study based approach.
There will be plenty of time for questions and
discussion, offering the opportunity to learn from
others’ issues and experiences.
10th October – NHS Update
Members: £299 + VAT
Non-Members: £399 + VAT
New half day format for 2013. An opportunity to
review the most recent developments in policy
and drivers and the implications for those of us
working in business intelligence. The workshop
will provide an overview of the key areas of
recent change along with an in-depth look at
a topic that’s currently top of the agenda. The
precise content of the course will depend on the
latest changes as these unfold in line with the
government’s plans.
17th October – Launch Readiness
Members: £449 + VAT
Non-Members: £549 + VAT
Regardless of whether a product is a first in class
molecule or a secondary product with small
improvements in efficacy or side effects, the
company licensing the product has a duty to
maximise its full market potential through launch
excellence. This workshop will review the role of
BI in product development, demonstrate how
– and with whom – to conduct market research
to support key decisions, show the importance
of competitive intelligence and secondary data
analysis in determining the potential opportunity,
and demonstrate the feedback mechanisms
required to monitor launch KPI. The day will
feature an Expert Panel Discussion to facilitate the
sharing of views on how BI can best support the
brand team at this critical point.
5-7th November – Introduction to
Pharmaceutical Business Intelligence
and Market Research Members: £1,170 + VAT
Non-Members: £1,330 + VAT
This three day course is suitable for newer
researchers who wish to gain a thorough
understanding of market research and business
information practice, through ‘hands-on’
workshops covering data resources, research
techniques and other key areas. Whether you work
in a pharma company or a research agency, the
course will also enhance your working relationships
through giving you a better understanding of what
it’s like on the ‘other side of the fence’.
22nd November – Language and
Behaviour Profiling
Members only: free
LAB profiling is a tool which, by asking a series of
specific questions, formally or informally, and then
analysing the responses in a particular way, enables
researchers to identify and determine a person’s
thought processes in a specific context. This gives
us the opportunity to delve deeply into what
motivates and drives a person in that situation.
We will explore how the LAB profile is used in the
market research setting.
5th December
Winter Seminar
Key
Foundation Training
Ethics and Guidelines Annual Conference Programme • Let me tell you a story
One Day Workshops
Half Day Workshops
Webinars
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BHBIA
British Healthcare Business Intelligence Association
105 St. Peter’s Street, St. Albans, Herts AL1 3EJ
t: 01727 896085 • f: 01727 896026
[email protected] • www.bhbia.org.uk