Agenda

• Leadership
• HR Organization (hybrid working)
• New performance management approach
• New Talent management approach

It is an ongoing rollercoaster that challenges governments, nonprofits, and corporate environments. However, there is always an opportunity to thrive in uncertain times by leveraging key insights into utilizing intelligence about the future to anticipate change, understanding the various types of emergence, and avoiding disruption by imagining and building new global scenarios where humans collaborate with AI to understand emerging issues.

We will take a fresh look at brand positioning market research and discuss how competitive simulation workshops can be used to elevate the positioning research outputs. With the help of a case study we’ll demonstrate the value of incorporating such workshops into positioning studies right at the planning stage.

However, the decision process that respondents use to determine these percentages are a black box—unknown to the marketing researchers, probably heterogeneous across respondents, and for many respondents, potentially not very accurate. In this presentation, we present the outcomes from original research conducted with prescribers to investigate the decision process and mental calculations that respondents actually use when they answer percentage allocation questions. We show the specific challenges that physicians encounter when responding to these questions and how these challenges translate into significant sources of error in the resulting data. Our presentation concludes with actionable recommendations for improving the accuracy of demand studies.

• Is BI standard part of core project team or only ad hoc guest?
• How do you deliver/report your findings?
• Tips on how to get more involved (proactive vs reactive approach)

While market research is squarely focused on the “customers” piece of the equation, competitive intelligence provides crucial insight into the way the market shifts as a result of competitor activity. Through this talk, we explain, with the help of some examples, when and how CI can be interwoven into market research to unlock a unique perspective of the market that is not only more comprehensive but also more forward-looking and actionable.

The traditional CI model of gathering intelligence and generating insights is not enough. Developing, launching and growing blockbuster brands require a well defined strategic decision making process.

In this presentation, we will share our proven 3 step process needed to identify your key competitors, assess several credible scenarios, determine risks and opportunities, identify the key success factors, and create an action plan to execute within your winning strategy.

The presentation incorporates learnings from leading the CI functions at Roche and Novartis, supporting the majority of Big Pharma companies CI efforts, the latest management thinking from Harvard Business School, and years of cross-functional experience within Pharma and at Atacana.

We look forward to seeing you there!

• Information management from public domain: sifting through the ‘noise’
• Using the hybrid of technology and human touch to create successful outcomes
• Case study: ASCO2022

In this talk, we will explore the use of neuromarketing techniques in the medical industry and how they can help us understand the unconscious emotions that influence medical decision making. We will present a series of case studies that reveal the emotional components driving medical decision making, and explore how this knowledge can be used to improve marketing strategies and communication in the medical industry.

Moreover, we will discuss the challenges of implementing neuromarketing techniques in the medical industry, including ethical considerations and the need for specialized training. However, the potential benefits of using these techniques to understand the unconscious emotions of patients and physicians far outweigh these challenges.

By the end of this talk, attendees will have a greater understanding of how neuromarketing techniques can be used to understand unconscious emotions in medical decision making. They will also gain insights into how to develop more effective marketing strategies and communication that appeal to the emotional and intuitive responses of both physicians and patients, ultimately leading to more successful engagement and increased sales.

Overall, this talk will provide valuable insights into the power of neuromarketing techniques to improve marketing and communication in the medical industry, and how understanding the unconscious emotions of patients and physicians is key to success in this field.

• Is BI standard part of core project team or only ad hoc guest?
• How do you deliver/report your findings?
• Tips on how to get more involved (proactive vs reactive approach)