JUNE 13-14, 2023, SAN FRANCISCO
Agenda
Registration & Continental Breakfast in Exhibition Hall
Chairperson’s Opening Remarks
Presented by Genentech and Neurocrine Biosciences
Keynote: Navigating the Evolving Landscape of Biotechnology and Pharma: Key Market Trends to Watch
Keynote: The Three “I”s: Ideas, Inventions, and Innovation; Does the West Coast still Lead the Way?
Presented by Hepatx Corporation
Networking & Refreshments in Exhibition Hall
Keynote: HCP Market Research: Re-engineered
Presented by Lifescience Dynamics
“Ask the Experts” Interactive Roundtables
ROUNDTABLE 1
Bridging the Gap: Incorporating the Voices of Marginalized/Underserved Patients in your Customer Journey
The importance of culturally competent health insights and information is not only imperative to creating successful business strategies, but is also important in designing solutions that reduce health disparities and improve the quality of care for our patients.
Join this session to learn different approaches for incorporating the voices of underserved/marginalized communities in market research. We will explore how organizations can move towards greater inclusivity and diversity in their medical and advocacy efforts and examine our responsibility to accurately reflect the diversity of patients in every step of market research. Attendees will leave with practical insights and tools to promote health equity and close the gap. In this session, you will learn:
• Ways to incorporate voices of underserved communities in market research, challenges that come with that, and how to overcome those challenges.
• Ideas for how to holistically embed health equity using both primary and secondary data into patient journeys and launch plan strategies.
• How to engage with external stakeholders to support grassroots initiatives aimed at reducing health disparities that continue to affect many of our communities.
Presented by Genentech
ROUNDTABLE 2
How to Partner with Your Brand Teams Instead of Just Presenting to Them
Presented by Gilead
Networking Luncheon
TRACK A
Your Brand Plan is Missing a Behavioral Pillar: Habit Lens Insights
In this presentation, we will present the drivers of habitual behavior that prevent new therapeutic options from reaching patients – and what marketing insights professionals can do to activate change.
Presented by Myovant Sciences and ThinkGen
TRACK B
Demand Thinking™ 101
If you step back and think about it, nearly every market research project at its essence is a demand study.
Whether you are optimizing messaging, informing clinical trial design, or mapping out the buying process, the outcomes are focused on the impact of various brand and clinical decisions on likely prescribing behavior – otherwise known as product demand.
But do we really treat each market research opportunity as an input to the next forecast? If you’re like most organizations, you put the focus on one major demand study to do all of the heavy lifting. What if there were a different way?
To wit, we introduce Demand Thinking™, an approach to research planning and design that can leverage the power of multiple market research projects to feed data points to your forecasting team throughout the program year. In this presentation, we will introduce the core concepts of Demand Thinking™ and provide examples of how you can introduce Demand Thinking™ elements into commonplace studies to fuel your brand forecast all year long.
Presented by APLUSA
TRACK A
Consumer Trust in the Healthcare Space
Presented by 23andMe
TRACK B
The Unseen Story: Unraveling the "Why" Behind Data for Deeper Insights in a Digital World
As in-person qualitative research gives way to phone interviews and remote collaboration, business leaders may be concerned about losing valuable insights. It's essential for brands to adapt to this new digital landscape without compromising the depth and quality of their research.
Join Regeneron as they share their journey of adopting a narrative-based approach to uncover the elusive “why” behind data, enabling them to better understand the motivations and challenges faced by cancer patients. Despite a remote-first environment, the team was able to delve into patients’ intimate experiences with their disease, physicians, and treatment, leading to transformative insights for both patients’ lives and Regeneron’s key brands.
In this session, you will learn about:
• Techniques to maintain engagement and illumination in research and readout processes
• Strategies for uncovering the “why” behind the data
• The power of story-based research methodologies grounded in lived experiences to transcend remote barriers
Presented by Regeneron
TRACK A
Product Design: Can the Commercial Organization Change It?
We will discuss how market research can inform and help guide clinical and scientific teams to develop treatments that customers want. With customer lead approaches, science can be applied to clinical and practical considerations. Changing a paradigm starts with the customer - meeting their real world needs and expectations is the first step in transformative developments.
Presented by Veritas est
TRACK B
Patient-Centric Research Design
Presented by HawkPartners and Pfizer
Networking & Refreshments in Exhibition Hall
“Ask the Experts” Interactive Roundtables
ROUNDTABLE 1
Market Research Preparation for the Launch of a Biosimilar
Presented by Teva Pharmaceuticals
ROUNDTABLE 2
Advancing Integrated Insights Across the Organization
Presented by BeiGene
Convergence of Primary and Secondary Research
Presented by Amgen, Gilead, Novo Nordisk and Regenxbio
Evening Socializing & Networking Reception
Registration & Continental Breakfast in Exhibition Hall
TRACK A
The Doctor:Patient Relationship: the Role of Personalization and Genetics
Presented by 23andMe
TRACK B
Your Brand and the Consumer: Navigating Brand Health Tracking Dynamics around the World
Presented by Align Technology
TRACK A
The Human Truth of Mental Health: How Narrative-based Research Tools Revealed Strategic Opportunities Within the Complex Topic of Mental Health
Mental health awareness efforts and evolving portrayals in mainstream media have greatly reduced stigma for those experiencing a variety of mental health conditions, but misunderstandings around mental illnesses persist.
Join Brandtrust to learn how they leveraged Narrative Inquiry – a proprietary narrative-based qualquant methodology – and strategic sample blending to go deeper on this complex topic and reveal actionable insights
that have the potential to dramatically reframe how we think about, and treat, mental health issues.
In this session, you will learn about:
• How pairing agile narrative-based qual-quant research methodologies with strategic sample blending can provide deeper, more actionable strategic insights
• How the general public thinks and feels about mental health today, in their own words
• The keys to building, repairing and supporting mental wellness, including barriers and nuances specific to gender associations
Presented by Brandtrust
TRACK B
How to Generate Rich, Contextual, Real-World Insights Using Digital Ethnography
Digital ethnography offers a practical and non-intrusive alternative to in-person observation.
By leveraging the power of the smartphone, it enables researchers to walk a mile in the shoes of the customer, both patients and physicians. It allows pharma to gain an understanding of the healthcare journey from their perspectives, as told by them, by documenting what really matters and how their experiences affect their daily lives and decision-making.
In this presentation, Research Partnership will explain how digital ethnography goes beyond traditional qualitative methods to explore the ‘unknowns’ and the ‘known unknowns’ using behavioral science principles. In addition, they will explore the potential opportunities for digital ethnography research in healthcare and share a range of case studies addressing a number of different objectives, including an award-winning project conducted with head and neck cancer patients.
Presented by Research Partnership
Networking & Refreshments in Exhibition Hall
“Ask the Experts” Interactive Roundtables
ROUNDTABLE 1
The Myth of the Data Driven Doctor and the Power of Habit
Presented by Day One
ROUNDTABLE 2
Social Listening
When Research Goes Wrong
Presented by BioMarin, Gilead, Medtronic and Teva Pharmaceuticals
Networking Luncheon
Announcement of Raffle Prize Winners
Keynote: Power of Generative AI in Market Research
Keynote: Where There is a Will, There is a Way: Two Parents’ Search for Treatment for their Child’s Rare Disease
When their newborn was diagnosed with the rare disease, achondroplasia, these parents had to look up this medical condition because they were encountering it for the first time in their lives.
Meeting with a challenging medical diagnosis was hard, but not having an available treatment served a crushing blow to their hopes and aspirations for their child.
Following the adage, ‘where there is a will, there is a way’ they embarked on a life-changing journey that consisted of finding treatment, drug trial participation and, ultimately, founding a non-profit that embraced patient education and advocacy, and partnerships with pharmaceutical companies.
In this presentation they will share major milestones of their journey, remind pharmaceuticals of the ‘why’ of their work, and propose models that can help seed-fund academic research that can accelerate and reduce costs of new therapies.
A Look Forward: Summary & Key Takeaways
Presented by Genentech and Neurocrine Biosciences