Bay Area Pharma Market Research Conference: Agenda

June 12-13, 2024 Bay Area Pharma Market Research Conference Agenda is coming soon.

CONFERENCE DAY 1

Wednesday, June 11

CONFERENCE DAY 2

Thursday, June 12

8:15 am - 9:00 am

Registration & Continental Breakfast in Exhibition Hall

9:00 am - 9:10 am

Chairperson’s Opening Remarks

Presented by Gilead

9:10 am - 9:40 am

Keynote: The Lasting Impact of Analytics

You can take the woman out of analytics, but you can't take the analytics out of the woman. In this keynote, we will talk about the lasting impacts of market research, forecasting, competitive intelligence, and marketing sciences, in how we incorporate the voice of the patient into our life and career.

This keynote will present case studies and vignettes from analytics that shape the way we approach drug development, commercialization, policy advocacy, and even team culture. And lastly, we’ll touch upon career paths that stem from a deep training in market planning.

Presented by Iolyx Therapeutics

9:45 am - 10:15 am

Keynote: Using Data to Turn Concepts into Commercial Products

This presentation explores how data-driven insights across preclinical research, analytics, and market intelligence can transform early concepts into commercially viable therapies. Drawing from real-world product development in medical devices at J&J, digital health at Hawthorne Effect and Axiom, and therapeutics at Glycyx, this keynote will share how uncovering and quantifying overlooked mechanisms can shape indication strategy, trial design, and go-to-market success.

Presented by Glycyx

10:15 am - 11:00 am

Networking & Refreshments in Exhibition Hall

11:00 am - 11:30 am

Keynote: From Molecules to Morals: AI’s Expanding Role in Drug Discovery and Care

Advances in machine learning and computational modeling are changing how we discover and develop medicines. This talk will explore how these tools are helping identify new drug candidates, improve the design of clinical trials, and move us closer to truly personalized therapies. But with these capabilities come critical questions, especially around how predictive models might be used in ways that limit care, introduce bias, or shift decision-making away from patients and providers. We’ll look at both the promise and the ethical tradeoffs of applying these technologies across the biomedical landscape.

Presented by Deciduous Therapeutics

11:35 am - 12:20 pm

2 ROUNDTABLES - CHOOSE 1

“Ask the Experts” Interactive Roundtables

(Explore and capture the power of participants’ Insights and experiences and exploration of these topics in this fun and informal environment in small groups.)

ROUNDTABLE 1

Evolving Role of a Market Researcher

Presented by Align Technology

ROUNDTABLE 2

A Visionary Data Strategy: Unlocking the Power of the 3 P’s - Product, Patient, Prescriber

Presented by Day One

12:20 pm - 1:20 pm

Networking Luncheon

1:20 pm - 1:50 pm

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

"From Insight to Impact” Developing Non-Clinical Claims that Resonate

Learn how to best leverage an underutilized tool for pharma marketers: Survey research to generate non-clinical promotional claims that move the needle. This session will focus on understanding when this approach can be impactful, how it differs from traditional market research, and a best practice guide on how to conduct this research to ensure it meets regulatory requirements.

Presented by ThinkGen

TRACK B

Breaking the Engagement Barrier: Using Immersive Research and AI Avatars to Bridge the HCP Motivation Gap

Driving true HCP engagement requires more than just data—it demands a deep understanding of what truly motivates physicians and how to align engagement strategies accordingly. But in conditions like COPD, where treatment options are limited and disease management lacks the sense of mastery pulmonologists crave, traditional research often fails to capture the hidden barriers preventing meaningful engagement. To move the needle, pharma teams need methodologies that go beyond surface-level answers and uncover the real emotional and behavioral drivers behind treatment decisions.

In this session, we’ll explore how unique immersive research methodologies and AI-powered Avatars helped expose the disconnect between pulmonologists’ motivations and the realities of COPD care. By bringing HCPs closer to the patient experience and simulating real-world decision-making, this approach unlocked actionable insights to inspire engagement strategies, messaging, and brand communications.

Key Takeaways:
● The COPD Motivation Gap – Why pulmonologists struggle to engage deeply in COPD care and how this impacts treatment adoption
● Going Beyond Surface-Level Insights – How immersive methodologies uncover the emotional and behavioral
drivers that shape HCP decision-making
● Reframing COPD for Stronger Engagement – New strategies to align engagement efforts with what truly
motivates pulmonologists
● The Role of AI Avatars in Scaling Insights – How AI-powered avatars extend research impact by validating
findings, pressure-testing messaging, and optimizing engagement strategies

Presented by Shapiro + Raj and Genentech

1:55 pm - 2:25 pm

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Beyond Breakthrough: Delivering Messages that Resonate

In our latest initiative, Message Resonance & Impact, HawkPartners explores what makes brand messages truly resonate with customers and extend beyond simple reach and awareness. Join us as we reveal key insights from our study, including practical strategies for developing messages that resonate, inspire, and authentically connect with your audience.

What you’ll discover:
– The essential qualities that make brand messages resonate deeply with consumers
– How resonant messaging strengthens emotional connections and drives loyalty
– Actionable techniques to infuse these principles into your marketing and insights strategies

Presented by HawkPartners

TRACK B

Considering Health Equity in Market Research

Despite advances in the healthcare world, health inequities persist, particularly among underserved and vulnerable populations. Barriers to accessing care, particularly for certain diseases, remain high, even as solutions exist.

Using a case study in HIV, this presentation explores how market research can play a pivotal role in identifying unmet needs, uncovering hidden challenges, and driving more equitable healthcare outcomes. Attendees will learn how research design can help illuminate the perspectives of underserved communities, inform inclusive strategies, and support the development of impactful interventions.
Join us to discover how insights can help companies deliver care with equity at the core.

Presented by Research Partnership

2:25 pm - 3:10 pm

Networking & Refreshments in Exhibition Hall

3:10 pm - 4:05 pm

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Novel Market Research Techniques and Methodologies

Presented by BeOne Medicines, Gilead, and Jazz Pharmaceuticals

TRACK B

How Can Market Research Professionals Raise Their Visibility Among the C-Suite

Presented by Amgen, Pliant Therapeutics, and Star Therapeutics

4:10 pm- 4:40 pm

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

A Case Study: Launching a Breakthrough Therapy in Pediatric Oncology

• Prep: A review of pre-launch strategies to prepare for a successful launch • Barriers: Market challenges and curveballs • Promotion: Traditional approaches augmented by the buzzwords: AI, Machine Learning, Omnichannel • Lessons Learned: General principles for a successful launch

Presented by Day One

TRACK B

Accelerating Insight-to-Action: Practical AI & Efficiency Frameworks for Pharma Market Research

Presented by Regeneron

4:40 pm - 6:30 pm

Networking Cocktail Reception

8:15 am - 9:00 am

Registration & Continental Breakfast in Exhibition Hall

9:00 am - 9:30 am

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

MASTERING CUSTOMER SEGMENTATION: 3 Iconic Principles for Sustainable Success

Uncover the secrets to effective customer segmentation and learn practical insights for overcoming three common segmentation challenges.

In this session, you’ll learn to apply cognitive science-based principles to achieve durable, actionable, and believable segmentation strategies that resonate with your target audience.
Discover how the Superman, Professor X, and Sasquatch Principles can help elevate your segmentation game and connect with your audience on a whole new level.
Whether you’re a life science marketing professional, business leader, or data enthusiast, this presentation promises to equip you with the knowledge and tools to elevate your segmentation game.

Presented by BioVid

TRACK B

Making Sparks Fly: Building Lasting Partnerships for High-Value Market Research

In a world of data, it's the human connections that make market research truly actionable. This session uncovers how strong, trust-driven partnership leads to deeper insights, aligned goals, and lasting impact.

Presented by Prescient

9:35 am – 10:05 am

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Building Trust in a Skeptical World: Using Human Truth to Connect With Patients and HCPs

In an age of information and misinformation overload, trust is harder to earn than ever. Patients and HCPs bring hidden expectations, doubts, and meaning-making frameworks to every health decision. This session examines how leading healthcare companies can use behavioral insight and emotional context to rebuild trust and relevance—by designing communications, experiences, and strategies that reflect what people truly value, believe, and need to feel safe taking action.

Presented by Brandtrust and The Chicago School of Professional Psychology

TRACK B

Sagan by ZoomRx: An AI-Driven Voyage to the Frontiers of Market Research

Join ZoomRx for a first look at Sagan, a groundbreaking AI-driven market research suite that shatters traditional tradeoffs between quantitative scale and qualitative depth.

Discover how real HCP and patient voices fuel dynamic, conversation-based data capture—no more rigid surveys—while intelligent AI synthesis automatically structures, analyzes, and quantifies insights. Finally, see how customer personas, informed by both historical datasets and real-time dialogues, enable testing and refinement of concepts at unmatched speed. Experience how Sagan transforms rigid market research into a continuous, human-centric conversation with authentic scale and nuance.

Presented by ZoomRx

10:05 am - 11:00 am

Networking & Refreshments in Exhibition Hall

11:00 am - 11:30 am

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Going Beyond Early Adopters: Who Are Your Next Customers?

This session dives into actionable strategies for identifying and acquiring your next wave of customers after you've maximized your early adopter base. Learn how to analyze market segments, understand their unique needs, and tailor your product and marketing efforts to unlock sustainable growth.

Presented by 10x Genomics and 23andMe

TRACK B

Thought Biomarkers — Objective Insight from Neural Decoding

- Trace how neural decoding evolved from fMRI “mind-reading” demos to today’s EEG-based GAN, transformer, and diffusion models.
- Show how latent representations let us read visual imagery and emotional state in real time.
- Illustrate pharma use-cases: replacing focus-group surveys with direct emotion decoding to surface subconscious reactions and high-value biomarkers for mental-health segmentation and diagnostics.

Presented by ALLJOINED

11:35 am - 12:20 pm

2 ROUNDTABLES - CHOOSE 1

“Ask the Experts” Interactive Roundtables

(Explore and capture the power of participants’ Insights and experiences and exploration of these topics in this fun and informal environment in small groups.)