Patient populations are dramatically different than they were just 15 years ago and it’s this group’s responsibility to establish the foundational pillars of how health equity is incorporated in all research, branding and strategy across the globe.
Join this interactive and engaging round table as we look to the future and put our ideas together to create the path for all organizations to incorporate 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.
In this session, we will:
• Determine how we might adjust our research practices to be more inclusive
• Establish best practices for research outreach to ensure diverse patient audiences.
• Define ways to embed health equity research into patient journeys and marketing strategies.
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.
We’ll explore these and other issues:
• How has consumer trust changed over the past few years?
• What are the key components of trust?
• What can we do to improve consumer trust in your healthcare brand?
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
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
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.
The current trends of personalized medicine and care however are putting an increased pressure of timelines and budgets for healthcare companies. On the other side there is an immense amount of data that is already available from longitudinal studies, patient reported outcomes and advocacy group findings that are not being leveraged enough in Market Research. Generative AI has the power to bridge this gap and create value by leveraging huge data banks to create realistic and dependable patient personas that can give market research a head start, along with cost efficiency without compromising outcomes.
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.