Agenda

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

CONFERENCE DAY 1
Wednesday, June 12
CONFERENCE DAY 2
Thursday, June 13

Registration & Continental Breakfast in Exhibition Hall

Chairperson’s Opening Remarks

Presented by Genentech

Keynote: How Academia Can Help Accelerate Drug Discovery

Presented by Stanford University and SPARK Global

Keynote: Will Generative AI Change How We Do Qualitative Market Research?

As the dust starts to settle on the hype surrounding generative AI, it is time to take a look at the possibilities it has opened up for the field of market research. In this talk we take a look at what large language model based AI is able to offer marker researchers and where the natural evolution of the existing AI technologies could one day lead to.

Presented by Lifescience Dynamics

Networking & Refreshments in Exhibition Hall

“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
Pharma Market Research and Integrated Insights with Non-Traditional Stakeholder Groups

Presented by Sutro Biopharma

ROUNDTABLE 2
Measuring the impact of the Customer Insights Function

Presented by Intuitive

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

How to Get Customers Involved to Develop Better Clinical Trials

Given the spiraling investment of running Phase II and Phase III clinical trials, selecting the right endpoints, patient inclusion criteria and other evidence generation details are crucial.

ThinkGen has developed primary marketing research framework to provide clinical development and new products teams with vital insights into the design of trials that support viable commercial candidates. This approach also helps teams avoid the challenges and pitfalls involved eliciting customer input into clinical trial development.

In this session we will detail our multi-phase approach to inform clinical trial design and optimization and where within the development process you should be making these considerations.

Presented by ThinkGen

TRACK B

Leveraging Machine Learning for Patient Segmentation and Optimizing Brand Opportunity

Presented by APLUSA and AstraZeneca

“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
AI Applications in Market Research

Presented by AMGEN

ROUNDTABLE 2
Expert vs Generalist Model – How We Cross-Train and Develop Across Market Research, CI, and Forecasting

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Avoiding Common Pitfalls in the Product Launch Planning Process

Nearly 70% of drug launches fail to meet their pre-launch sales expectations. Getting launch right is critical for a product's success and longevity. We’ll explore the role of insights in the broader launch context and ways to partner with marketing team counterparts to create a successful launch strategy that demonstrates value to all stakeholders.

Presented by HawkPartners

TRACK B

Accelerating Speed to Insight: Message Optimization & The Power of GenAI

Healthcare moves fast, but so can we. While traditional market research methods yield dependable results, new AI-based approaches are poised to enhance how health and medical communicators respond to the rapid pace of change. In this session, we’ll explore how GenAI can transform research insights and data into powerful, scalable tools for agile message development and testing.

Presented by Real Chemistry

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Knowledge Management and Decision Making in Pharma and Biotech

Presented by BioMarin and inThought

TRACK B

New Platforms that Empower Stakeholders and also Make for Great MR Opportunities in Healthcare

Presented by Handzin, Perceive Now and Sugati Ventures

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Prompt Engineering

Presented by Regeneron

TRACK B

Revolutionize Yourself and Your Role! Update ‘How’ You Work in Order to Drive Stronger Insights

While spending more time outside of work doing what you love

Presented by Align Technology

Networking Cocktail Reception

Registration & Continental Breakfast in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

From Livers to Living: How Cymabay Flipped the Script From Focusing on a Rare Disease to Holistic Well-Being

CymaBay Therapeutics is seeking a new product approval and commercial launch of seladelpar, a breakthrough therapy in development for primary biliary cholangitis (PBC), a rare liver disease, targeted toward helping patients live and feel better.

Although CymaBay was able to cultivate a novel mechanism of action distinct from other drug classes, the Commercial Team acknowledged that significant change would require them to expand existing patient insights today to improve the standard of care, tomorrow. In doing so, CymaBay gained a deeper understanding of mindsets, feelings, and underlying needs of people with PBC — a condition that affects mostly women. The result? An innovative campaign that doesn’t merely speak to the clinical management of PBC but addresses the profound emotional and practical life experiences that PBC patients face and offers support and hope in areas they need it the most.

In this session you will learn:
• How emotional insights revealed deeper context to bolster the CymaBay campaign strategy.
• What components of patient well-being inspired creative concept development, tone, and messaging.
• How patient insights led to a deeper engagement with the PBC advocacy community and organizations.

Presented by CymaBay

TRACK B

Building a Market Research Fan-Base from Brand Team to C-Suite

Less than a year into the new function, and the internal ‘pull’ for customer insights couldn’t be stronger: how did BioMarin establish a new customer insights function and rapid gain stakeholder buy-in? This session will incorporate lessons learned and a case study that talks to the synergy of Artificial Intelligence + Authentic Intelligence to provide powerful, applied behavioral-science insights.

Presented by BEESY and Biomarin

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Centering Patients as People: A Practical Guide to Incorporating Patient Centricity In Market Research

As marketers and market researchers, we are deeply familiar with the mechanics of the treatments we bring to market for patients, caregivers, and healthcare professionals. From a medication's efficacy to its side effects, drug and brand are often the default lens through which we see the world.

Yet the people we serve who need treatment are not myopically focused on their medical condition. Patients are people first, and they balance their health alongside their careers, their finances, their passions, and their relationships. How, then, might we bridge the gap between our perceptions of the patients we serve–and the reality of their lived experiences?

In this session, we’ll share fresh ideas to shift from a mindset that centers brands first to one that centers patients first. Join us to learn:
• Specific examples of how the ways we see the world can be disconnected from how patients see the world
• Practical approaches to help center the experiences of people with different conditions in market research
• Strategies for socializing and internalizing patient centricity within your team and across internal stakeholder groups

Presented by Brandtrust and AstraZeneca (formerly)

TRACK B

Harnessing the Power of AI in MRX

In this presentation, we will share how Research Partnership has been testing and evaluating AI tools to leverage value, whilst still upholding compliance, security and integrity of data. They will discuss some exciting examples of how, when you combine the expertise of people with the power of AI, something wonderful can happen.

Presented by Research Partnership

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Consumer Unmet Needs in Healthcare

Consumers have recorded new lows in their Trust in Healthcare. Their needs are not being met - most are unsatisfied with their healthcare provided and much stems from a lack of "personalization." How can these trends be addressed/reversed in a "for-profit" healthcare system?

Presented by 23andMe and 89bio

TRACK B

Translation of Market Research Insights into Clinical Strategy

Presented by Amgen, BioMarin, Pliant, and Vicinitas

“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
Making the Case for In-Person Research

Presented by BeiGene

ROUNDTABLE 2
Agile Approach to Rare Disease Market Research

Presented by jCyte

Networking Luncheon

Announcement of Raffle Prize Winners

Innovation is always the ask, but is it always what’s best?

Technology advancements in the pharma industry have accelerated innovations across all parts of the industry, market research included. For the providers of primary market research, how can we balance our stakeholders’ request for innovative approaches (faster/cheaper) while simultaneously continuing to deliver accurate, trending, actionable insights (but keep delivering the ATU quarterly)?

Presented by Gilead

A Look Forward: Summary & Key Takeaways

Presented by Gilead

Conference Concludes