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February 4-5, 2015
Hilton Parsippany Hotel, Parsippany, NJ
Day 1, Wednesday, February 4, 2015
General Session:
7:15 - 8:15
Registration & Networking Breakfast in Exhibition Hall
____________________________________________________________________________________
8:15 - 8:30
Chairpersons’ Opening Remarks
Praveen Advani
, Executive Director, Customer Insights Oncology IO, Bristol-Myers Squibb
Lisa Courtade, Executive Director, Global Market Research Excellence, Merck
Anne Hale, US Specialty Care Lead – Business Analytics & Insights, Pfizer
Grace Samoil Reynolds, Head Market Insights, Celgene
____________________________________________________________________________________
8:30 - 9:10
Keynote: Driving the Patient Centric Business Model through Insights Research
Jason DeGoes
, SVP Global Patient Solutions, Teva

This presentation will focus on changes to traditional market research that are needed to keep pace with
the change in pharma’s focus from product and physician to patients and payers. This can include patient
journey research, caregiver insights, even competitive intelligence beyond the pharma industry.
____________________________________________________________________________________
9:10 - 9:50
Keynote: Lions and Tigers and Bears (oh my!) vs The Beauty of the Great Unknown…Which Will
You Choose?
Laurie Myers
, Head of Marketing and Strategic Managed Care, Fidia Pharma USA Inc.

Anyone who has been in the Pharmaceutical/Biotech industry within the last 15 years has seen more
change, upheaval and, frankly, insanity, than could ever have been expected. However, is it over? Or are
we just beginning another cycle? Although the dust has not yet settled, a new day is beginning as we see
the construction, early analysis and use of Big Data in Healthcare; the increasing Power of the Payer; and
the Explosion of Innovation. How do we adjust and continue to grow as players, leaders and creators within
this emerging world? What skills and collaborations do we need? Do we worry and fret like Dorothy, the
Scarecrow, the Tin Man and the Lion, or do we embrace the unknown and be part of this new Healthcare
space?
____________________________________________________________________________________
9:50 - 10:50
Networking & Refreshments in Exhibition Hall
____________________________________________________________________________________
10:50 - 11:30
Reaction to Keynote Presentations By Advisory Board Members
Praveen Advani
, Executive Director, Customer Insights Oncology IO, Bristol-Myers Squibb
Lisa Courtade, Executive Director, Global Market Research Excellence, Merck
Sandipa Dublish, Sr. Director Global Market Research, Alexion Pharmaceuticals
Steve Girling, President, Ipsos Healthcare
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, US Specialty Care Lead – Business Analytics & Insights, Pfizer
Grace Samoil Reynolds, Head Market Insights, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
____________________________________________________________________________________
11:30 - 12:20
Networking Roundtable Discussions
ROUNDTABLE 1
What Truly Drives Physicians Behavior Beyond Efficacy and Safety of the Products and How Does
One Go About Diving Deeper Behind the Veil?
Aaron Furtado
, Senior Director, Business Planning, Market Research, & Business Analytics, Ipsen
ROUNDTABLE 2
“Do It Yourself” Analytics
Wasse Alemayehu
, Director, Shire Pharmaceuticals
ROUNDTABLE 3
Pharma Marketing: Tap the Power of Behavioral Economics
Daryl Travis
, CEO, Brandtrust
ROUNDTABLE 4
Challenges in Global Forecasting
Stephen Murdock
, Senior Director, Global Strategic Market Insights, Millennium Pharmaceuticals, Takeda
Oncology
Rafaat Rahmani, President, Lifescience Dynamics Limited
ROUNDTABLE 5
Career Development and Coaching for the Market Research Community
Kathleen Pearson
, Senior Director Lilly Market Research, Eli Lilly & Company
ROUNDTABLE 6
Integrating Customer Insights into Clinical Trial Recruitment and Enrollment
Jeff Jamer
, Director, Global Market Research Excellence, Merck
ROUNDTABLE 7
Bringing New Innovations Into Your Organization
John Scaife
, Director/Team Leader, Market Analytics, Pfizer
ROUNDTABLE 8
Topic TBA
Michael McClellan
, Associate Director, Global New Products Market Research, Eisai
12:20 - 1:35
Networking Luncheon
____________________________________________________________________________________
1:40 - 2:15
Participants may choose 1 of 4 concurrent tracks.
TRACK A
Performance of Biosimilars in Key Markets and Innovator Defense Strategies
Rich McCloud
, Director, Pfizer

• What is the penetration rate of Biosimilars in key markets?
• In more detail, how is the first MaB performing in Europe over time?
• What are some of the innovator defense strategies that are employed to defend market share?
____________________________________________________________________________________
TRACK B
Successful Strategic Decision-Making Support Frameworks Using Very Limited or Zero Market
Research
Eric Blouin
, Senior Vice President, Oncology, Ipsos Healthcare
Darcy Christel, Director Commercial Insights and Analytics, Janssen
Brian Cook, Director Business Development, Strativa Pharmaceuticals
Chris Schneider, SVP, Commercial Strategy and Forecasting, Ipsos Healthcare

Sound strategic decision making for products requires not only a clear view of the current market but also a
vision of the long-term horizon. However, the support provided by Market Researchers for these decisions
is under constantly growing time and budget pressure. This challenge becomes further complicated through
exploration of new markets and indications, shifting epidemiology, higher clinical hurdles and expectations,
and the ever-increasing influence of non-physician stakeholders, particularly payors and patients.

This session will explore different approaches to decision support under timeline and investment
constraints, the pros and cons of these frameworks, and how BioPharma integrates the impact of multiple
stakeholders under changing market conditions using little-to-no market research in order to inform
decision making.
____________________________________________________________________________________
TRACK C
Global Online Patient Communities 2015 – Technology Spread and Experience Have Made This
Possible
Donna Simpson
, Principal, Segmedica
Michelle Soto, Senior Research Director, Segmedica

Online communities provide a safe environment for people to connect around a specific subject area. They
can take many forms and incorporate a variety of activities, beyond discussion, and the output is rich in
imagery and language. But on a global level, they are often moderated by partners in various countries in
various languages and your job is to bring together the results at the end. How do you gain synergies and
build on learnings from and within each country in real-time? We will discuss techniques for getting the most
out of global online communities and provide a case study to highlight examples.
____________________________________________________________________________________
TRACK D
Big Data Analytics in the Pharmaceutical Industry: Leading the Analytics Revolution
Venky Jagannathan
, Principal, Strategic Research Insights, Inc. (SRI)
Herb Swanson, Senior Director of Market Research and Business Analytics, Intercept Pharmaceuticals

Strategic Research Insights is aggressively leading the analytics revolution in the Pharmaceutical and
Biotech Industry utilizing Big Data (EMR, Claims, Registry) for multiple clients, and has been nominated for
awards. The presentation identifies some of the best practices in Big Data Analytics. Additionally, the
authors highlight key metrics that can be easily gleaned from EMR and Claims data to successfully measure
product performance. Another major advance is identification of opportunities and leverage points
predictive modeling. The research will be presented with a client.
____________________________________________________________________________________
2:20 - 2:55
Participants may choose 1 of 4 concurrent tracks.
TRACK A
"Made in China" Pharmaceuticals
Dahai Guo
, Founder & CEO, PuraCap Pharmaceutical LLC
____________________________________________________________________________________
TRACK B
The Moment is the Medium: Human-Centric Research in the Digital Age
Sal Zerilli
, Vice President Social Science, in-sync
Jedd Davis, SVP, Media, Publicis Health Media

The past two decades of digital media innovation have caused fundamental changes in marketing across all
industries, including healthcare. These changes have pressured Market Researchers on both sides of the
client-supplier relationship to rethink the kinds of methods we use, the kinds of data we pursue, and the
roles we play for our employers and within the industry. In today’s media environment, change and
complexity define the new normal for all of us. Unenviably, we often need to cope with change and
complexity by doing more with less. Ugh. In this session, a supply-side researcher (in-sync) and a media
strategist (Publicis Health Media) will co-present a case study of how we successfully responded to these
dynamics by leveraging “old” research methods and social science ideas to disrupt and improve the media
planning process for one of the largest healthcare brands in the world. We will walk the audience through a
blinded review of our process, emphasizing five factors that were essential to our success:
(1) focusing on moments where human-centric and business-centric needs intersect, (2) rethinking
and reusing “old” ideas and methods for “new” purposes, (3) employing multidisciplinary teams, (4)
integrating qual-quant methods, and (5) developing supplier client partnerships in Research and
Development efforts to solve complex problems endemic to the “digital age.”
____________________________________________________________________________________
TRACK C
Are You My Patient? Using Patient Trigger Studies to Determine if Your Messaging is On Target
Katy Palmer
, Executive Vice President, Life Sciences, Market Strategies International

Identifying target patients during product development is a critical step in any successful launch. It gives
physicians clear direction on which patients are best suited to try the new medication, ensuring a better
chance for success and a better physician-patient experience. When used for DTC communications,
targeted campaigns drive patients with the highest probability of success into the prescriber’s office.
However, once a product launches, there are very few secondary data resources available to know if your
patient targeting is actually being heard and acted on in the marketplace. Market Strategies International
addressed this information gap by creating a tool we call the Patient Trigger Study, a methodology that
identifies which specific patients and specific patient characteristics are triggering the use of your new
product. Tracked over time—often starting six months post launch—we can easily assess if your marketing
is on target. Patient Trigger Studies have proven successful for teams that have had a product in the
market for some time and have seen usage among physicians evolve. Not only do these studies help teams
reevaluate where the product is being used so they can revise messaging for optimal patient marketing, but
they also help teams refine market sizing and product forecasting. Katy Palmer will use this session to
illustrate how Patient Trigger Studies can keep your product messaging spot on.
____________________________________________________________________________________
TRACK D
Co-Constructing the Ideal Doctor-Patient Dialogue: Bridging the Gaps Between KOL Best
Practices and Community-Level Realities
Kaity Arctander
, Senior Analyst, Linguistic Insights and Analytics, Verilogue
Jeff Troy, Director, Client Services, Verilogue

All pharmaceutical brands employ a partnership with Key Opinion Leaders (KOLs) to inform their strategies
throughout the product lifecycle. While these advisory boards provide a wealth of real-world knowledge and
insights about the marketplace, they further highlight the vast gap that exists between the communication
tactics and interaction styles of KOLs versus busy community-level physicians. In this session you will learn
about a unique engagement encompassing Advisory Board listening workshops focused on community-
level interactions, linguistic analysis of KOL-Patient dialogue recordings, and strategic development of
physician and patient communication tools. This success story divulges the “secret sauce” of how to
leverage KOLs as mentors to community physicians by co-constructing the ideal conversational flow.
____________________________________________________________________________________
3:00 - 3:35
Participants may choose 1 of 4 concurrent tracks.
TRACK A
Dimensions: A Better, More Efficient Route to Improving Your ROI- Greater Customer
Understanding by Identifying Their Unmet Needs
Mitchel Horowitz
, Methodologist, Partner, Lieberman
Sabera Hyderally, EVP, Lieberman
Elaine Melillo, Manager, Global Customer Insights Surgical Solutions, Covidien

Lieberman’s Dimensions methodology pinpoints the relative desirability of individual features and feature
combinations at a price. While it has elements in common with standard preference modeling techniques
like SIMALTO, Dimensions is pragmatically focused on the vital “hierarchy of preferences” necessary for a
successful launch or restage. With Dimensions, market efforts can be calibrated to perfectly match real
world preferences.
____________________________________________________________________________________
TRACK B
Brand Improv: Creating Strategic Empathy for Brand Teams
Steve Martino
, Co-Managing Partner, M Health
John Surie, Customer Insight Director, M Health

Brand Improv is a novel workshop technique that uses actors to literally bring research findings to life in
order to help brand teams recognize new strategic opportunities hidden in the research they commission.
Brand Improvs are usually given in rented theatre space as one-day research-to-strategy workshops
involving a small team of researchers, brand marketers and professional actors. The actors, who are
carefully prepped in advance, translate a defined set of market research insights into flesh-and-blood
scenarios that unfold right before the eyes of the brand team. The idea is to make the insights as
experiential as possible in order to create strategic empathy. That is, enabling strategists to feel what their
customers feel. By then guiding the brand team through well-structured ideation exercises, the research
insights and the improvisations that bring them to life act as powerful stimuli for breakthrough strategic
thinking.
____________________________________________________________________________________
TRACK C
Good Guidelines, Bad Guidelines: Why, When, and How Payers Decide to Adopt or Ignore
Guidelines in Setting Formularies and Utilization Management Policies
Roger Green
, President/CEO, RG+A
Robert Kritzler, M.D., Deputy Chief Medical Officer, Care Management, Johns Hopkins HealthCare LLC

Historically, healthcare stakeholders have viewed treatment guidelines as one path to assuring consistent
application of high-quality healthcare. In theory, utilizing guidelines guarantees excellent care and a positive
cost-benefit profile. In practice, it has never been this simple. Development and enforcement of appropriate
guidelines have always presented significant challenges to healthcare systems and insurers. Over the past
year, the issues has become more challenging, as an explosion of specialty drug spending has made it
impossible for health systems to afford therapies that might prove cost-beneficial in the long run.

Against this background, the application of guidelines has become increasingly controversial and
inconsistent. Some professional societies have begun to promulgate cost-sensitive guidelines. At the same
time, some insurers claim that they will create or support guidelines that focus even more strongly on cost
management in specialty pharmaceuticals. In this session, Dr. Kritzler and Mr. Green will report on a series
of online bulletin boards conducted with payers nationwide that address changing perspectives and use
regarding guidelines, and a study evaluating current utilization trends. Also, they will discuss how
developments in HCV and multispecialty agent regimens in oncology and hematology are reshaping how
health plans monitor and manage these categories.
____________________________________________________________________________________
TRACK D
Leveraging EMR Data to Better Understand Local Market Potential and the Deployment of
Commercial Resources
Jim Charnetski
, Practice Lead, Commercial Analytics & Effectiveness, Quintiles

Historically, EMR and HEOR data has resided within the clinical side of pharma organizations. However,
commercial organizations are beginning to adopt and leverage this information in the commercial space to
drive decisions around disease state market potential, patient and physician targeting, treatment
pathway/patient journey insights, and the local deployment of commercial resources. A key focus point of
this approach is the ability to understand the degree to which local geographies are adopting preferred
disease management protocols for given disease states and defined patient cohorts. Through this
analytical approach, clients can identify areas where a “treatment deficit” exists relative to the established
standards, and deploy greater education and resource activities against these geographies to reduce that
gap and deliver greater health outcomes to patients.
____________________________________________________________________________________
3:35 - 4:35
Networking & Refreshments in Exhibition Hall
____________________________________________________________________________________
4:35 - 5:10
Participants may choose 1 of 4 concurrent tracks.
TRACK A
Life Moments Research: Harnessing Mobile Technology When You Need Insights Into
Consumers’ Lives FAST
David Scowcroft
, SVP, Ipsos Healthcare

Over the past decade, Day in the Life research has become a popular form of market research, providing
organizations with deep insights into how their customers live their lives and interact with brands and
products. Usually, this type of research is conducted as qualitative research and may employ a wide variety
of approaches such as anthropology, ethnography, diaries or more traditional approaches. Done properly,
Day in the Life research is foundational work that can inform many years of business decisions. But Day in
the Life research is also typically time consuming and expensive. There are times when organizations need
these sort of insights but do not have the time or the budget to engage in a rigorous assessment of
customers’ lives. Recognizing this need, Ipsos Healthcare has developed an approach that can be
completed in as little as one week that still captures a rich database of moments in customers’ lives when
they are interacting with a specific product or category.

In this session we will present our solution – Life Moments Research – which harnesses the power of mobile
technology along with a truly qual/quant hybrid methodology. We will provide results from a multi-country
case study in which this approach was used to reveal emerging consumer behavior.
____________________________________________________________________________________
TRACK B
Maximizing Messaging Utility
Michael Heasley
, Partner and Chief Research Officer, Evolution Consulting & Research
Krystyna Litton, Consultant, Evolution Consulting & Research

Through the analysis of historic data and the application of marketing theory, it is possible to determine a
set of related functions that describes both the Value and the Impact of a product’s message over time. We
will review the theory, closely examine a case-study that shows this model in action, and discuss ways to
make this theory actionable to your or your customer’s brand.
____________________________________________________________________________________
TRACK C
Glass Half Full or Half Empty: How Google Glass Gave Insight in Landmark Healthcare Market
Research Study
Katy Irving
, Associate Director, HRW

There is a lot of hype around wearable technology, but what does it really deliver for market research? In
this presentation, HRW will showcase the results from a first-of-its-kind series of adapted ethnography
research projects conducted with physicians and patients using Google Glass; and how this allowed us to
literally see things from our participants’ perspective. The session will:
• Introduce the uninitiated to Google Glass ‘in the flesh’ and demonstrate its multi-method data capture
• Offer an honest review of the unique benefits and limitations of Glass from our experience with real
respondents
• Discuss how it compares with other methods (both ‘traditional’ and digital)
• Highlight where/how it is best utilized to add value and share feedback from pharma clients on the impact it
has had for them
____________________________________________________________________________________
TRACK D
Top Chef: Eight Ingredients to Being Indispensable
Rayna Herman
, Principal, SVP Sales and Marketing, Health Strategies Group

Answering member’s requests for a topic on the strategic leader’s role & fostering strategic partnerships,
this workshop will provide a proven recipe that empowers market researchers to move from data providers
into business savvy advisors, strategically anticipating the needs of their internal customers and
championing a market research plan that generates product success. Participants will leave this hand-son
workshop feeling confident and empowered to expand their role using a cutting-edge eight-step process
that provides actionable principles to unlock greater levels of growth, innovation, and success for them.
Each step identifies specific actions they can adopt to immediately increase:
• their ability to foresee the business needs of the team long before the rest of the team realizes them,
• the level of reliance their internal stakeholders have on them, and
• the team's perception of them as vital strategic leaders rather than reactive data providers.
____________________________________________________________________________________
5:15 - 6:15
Participants may choose 1 of 4 concurrent tracks.
TRACK A
Social Listening in Healthcare: What’s the Buzz?
Moderator: Lisa Courtade, Executive Director, Global Market Research Excellence, Merck
Seth Cohen, Associate Director, Strategic Insights & Analytics, Novartis
Trish Nettleship, Director, Social Media & Influence, UCB
Marjorie Reedy, Director, Global Market Research Excellence, Merck
____________________________________________________________________________________
TRACK B
Evolving Role of a Market Researcher in a Time of Change
Terri Boyd
, Procurement, Market Research, Janssen
Ted Finlay, Ph.D., Global Director, Pet Market Research, Merial
Kumar Kantheti, Senior Director, Portfolio Management, Global Development Division, Shionogi Inc
Anindita Niyogi, Director, Business Analytics & Insights, Pfizer
Pamela Posnock, Director-Oncology Global Market Research & Analytics, Merck
____________________________________________________________________________________
TRACK C
De-Mystifying Franchise Strategy How Pragmatic Approaches Can Help Brand Teams Prioritize
and Win Whether They Are the Dominant Incumbent or the New Kid on the Block
Steve Girling
, President, Ipsos Healthcare

Developing a franchise strategy sounds as though it might be a herculean task, one you may consider
avoiding when the CEO or the CMO knocks on your door inquiring about it. Actually, you don't have to pay
high-priced consultants to sit in your office for six months to tell you mostly what you already know. Instead,
you can really drive organizational engagement by rediscovering some of those more strategic tools that
you already have laying around on your workbench while delivering a series of compelling options that will
take your franchise forward. This session will address the challenges that organizations face, the key
considerations that you must ponder, the frameworks and tools that you can use, and the results that you
can achieve.
____________________________________________________________________________________
TRACK D
Industry and Agency Interaction Best Practices
Moderator: Rafaat Rahmani, President, Lifescience Dynamics
Renata Alves, Sr. Manager, Business Analytics and Insights, Pfizer
Julie Mastroserio, Sr. Manager, Market Research, Janssen
Stephen Murdock, Senior Director, Global Strategic Market Insights, Millennium Pharmaceuticals, Takeda
Oncology
Timothy Subotkowski, Senior Manager Global Market Research, Alexion

This symbiotic relationship with agency and industry will improve the chances of successful MR projects with
positive ROI, protect our profession from data fetchers. Therefore, we all as MR professional should aspire
to be the extended team of our clients.
____________________________________________________________________________________
6:15 - 8:00
Evening Socializing Events! Casino Gaming, Reception & Networking
____________________________________________________________________________________
Day 2, Thursday, February 5, 2015
7:15 - 8:15
Registration & Networking Breakfast in Exhibition Hall
____________________________________________________________________________________
8:15 - 8:30
Chairpersons’ Opening Remarks (will occur within each separate track session)
____________________________________________________________________________________
8:30 - 9:05
Participants may choose 1 of 4 concurrent tracks.
TRACK A
A Sociolinguistic Approach to the Human-Computer Interface in Doctors’ Consultations and
Implications for Pharma Market Research
Abdesalam Soudi
, PhD, Lecturer in Linguistics, University of Pittsburgh

As computers continue to infiltrate medical practice, it is important to understand the impact of technology
on the medical interview. Understanding the new dynamics of the medical interview can have implications
for the pharmaceutical industry as well as healthcare providers, especially in understanding what interview
factors lead to patient empowerment or disenfranchisement. Empowered patients may be more likely to
participate in their own healthcare and discuss medication options with their physician.

In this talk, I examine the effect of computer use on doctor-patient conversation to understand how
physicians manage competition over their attention by the computer and the patient. By applying
conversation analysis to video-recorded patient-physician interactions, I describe how the computer
participates actively in the medical interview resulting in interactional asymmetry. It shapes the interview
design, as its onscreen prompts dictate forthcoming courses of action. Thus, the needs of the electronic
patient onscreen and those of patient in-person overlap and at times even clash. The responsibility to
coordinate this interaction falls on the physician, who has to manage expectations from both the patient and
the computer. The doctors’ ongoing engagement with the computer and the practice of narrating what they
see on the computer monitor in what I call “onscreen commentary” (Soudi, 2013) deny the patient the
opportunity to share their story. Putting the doctor-patient-computer interaction under the conversation
analysis microscope will inform current research to improve the pharmaceutical and biotech industry.
____________________________________________________________________________________
TRACK B
Knowing Where to Play and How to Play
Ian McKinnon
, Ph.D., Chief Research Officer, Kantar Health
Kerri Phillips, Director, Business Insights, Kantar Health

Building a successful brand is knowing where to play and how to play. Knowing the where and the how
starts with a clear understanding of how physicians make treatment decisions and leads to an identification
of the "space" within the market that competitive brands own, the "space" where your new brand is naturally
advantaged, and the "space" that your brand could own and defend. The where and the how also requires
an understanding of differences in treatment decisions and brand ownership across customer segments.

The formal analysis and integration of this information results in an opportunity map which provides a
powerful tool to inform many business decisions, including product positioning, customer prioritization,
treatment and product-based value driver identification, and forecast updates. However, at its core, an
opportunity map will identify the greatest areas of opportunity and how best to capture those opportunities.
It is a playbook of where to invest for brand success- Where to Play and How to Play.

This discussion will walk through the four phases that are critical to the success of an opportunity map:
1) Defining the business issues
2) Integration of multiple research programs and data streams in order to create the opportunity map
3) Identifying and articulating the insights and implications
4) Implementation to capture the identified opportunities
____________________________________________________________________________________
TRACK C
Partnering for Insights
Amy Abel
, Senior Vice-President, Chief Commercial Officer, Adelphi Research
Carly Gibbons, Associate Director, Adelphi Research
Mary Hopke, Associate Director, Novartis
Ratna Wynn, Vice-President, Chief Commercial Officer, Adelphi Research

Gamification is a growing trend that uses game design and mechanics in non-gaming contexts, essentially
turning dull or difficult tasks into play. In marketing research, gamification uses video game rules and logic
to enhance respondent engagement, improve data quality, and provide better insights. In partnership with a
proprietary web developer, Adelphi Research developed an approach that enables assessment of
preferences (e.g., attributes, products, messages) using gamification, and will present two case studies.
____________________________________________________________________________________
TRACK D
Launch360- A Connected, Holistic Launch Tracking Approach
Sriram Subramanian
, CEO & Co-Founder, ZoomRx

Launching a brand is expensive. Still, 2 in 3 new brands fail to meet pre-launch expectations. How can
market researchers help solve this problem and ensure a successful launch? The answer lies in embracing
the fact that rapid, rich, and frequent insights are the rocket-fuel for a good launch. Market research efforts
supporting brand launches are plagued by a number of distinct problems:
● Fragmented studies
● Slow results that prevent rapid action
● Unidimensional scope that emphasizes quant metrics over qualitative insight
● A singular focus on physicians
● Cost

This talk will present methodological ideas that address these problems. Specifically, the talk will address a
360-degree approach to launch tracking that provides:
● Connected insights across various initiatives
● Qualitative insights to supplement quant insights
● Longitudinal insights and individual narratives
● Real-time, rapid insights
● Cost-effectiveness
____________________________________________________________________________________
9:10 - 9:45
Participants may choose 1 of 4 concurrent tracks.
TRACK A
Emotional insights – Uncovering and Leveraging the Hidden Drivers of Customer Behavior
Richard Kaminsky
, Director International Customer Insight Manager, Boehringer Ingelheim

Rich will lead a discussion of CI (customer insights), with a view toward enhanced identification and practical
application, focusing on:
• Customer-centric communication
• Methodological and analytical design to optimize insights generation
• Case study review from immunology, respiratory, metabolic and sexual health therapeutic areas
____________________________________________________________________________________
TRACK B
Unlock Real World, Real Time Patient Informatics
Dr. Jared Adams
, MD, PhD, Chief Medical Officer, Director of Product Development, Self Care Catalysts
Inc
Leslie Jamison, EVP, Managing Director, Self Care Catalysts Inc

Today there is more information and data inputs than ever before to help understand patients’ needs and
to inform marketing strategies. However, there is still an intelligence gap that exists in gaining the real time
understanding of the patient experience along their journey with a disease. Join us
as we share our Patient Storylines™ patient health informatics – solution that gathers critical intelligence
gathered from the real world experiences of patients living with disease over time. Patient Storylines™
provides health informatics from vital real time, real world data to inform new understanding about
adherence, influence and information seeking and segmentation. The data is de-identified and aggregated
from our mobile self-care technology that empowers, engages, educates and motivates patients by tracking
their self-management behaviors and routines throughout their disease journey. We will share case
examples that highlight the new kind of insight provided by Patient Storylines™ that can drive differentiating
and breakthrough strategies.
____________________________________________________________________________________
TRACK C
Cloud-Based Analytics, Dashboards and Self-Service Reporting
Christopher Beck
, Vice President, Decision Analytics & Resource Planning, Corporate Planning &
Program Management
, Shire
Ganesh Kanumalla, CEO, IQ 20/20

This presentation is about how Shire and IQ 20/20 partnered to transform the way data related to Launch
and Milestone Tracking was processed, visualized and utilized; Using a Private Cloud that integrates key
data sources from various brands; Presented through iPad apps to Senior Leadership; In innovative ways
to foster insight generation and collaboration. This is the story of how we accomplished this in a series of
rapid, iterative cycles. The presentation includes live demos that show the use of Data integration,
Interesting ways to Visualize various types of Data, Examples of Analytics, Dashboards, Self-Serve Data
Management and Reporting. The 2 broad themes covered in the presentation are:

-The proven steps to successfully implementing a data visualization platform
-Innovative ways to easily Integrate and Visualize various types of data

Anyone interested in learning more about Data Integration, Dashboards, Analytics and how to execute a
solution quickly and cost-effectively would benefit. Examples of data sources covered in the demo includes:
- Market Research
- Sales and Operations
- New Product Launch Data
- Promotion
- Managed Care
- Medical Affairs
- And More…
____________________________________________________________________________________
TRACK D
Ongoing Customer Collaboration Leads to Better Outcomes
Regina Mercado
, Senior Manager Marketing Analytics & Business Insights, AbbVie
Kevin O’Shea, Manager Marketing Analytics & Business Insights, AbbVie
Corey Schwartz, Managing Director, Communispace Health
____________________________________________________________________________________
9:45 - 10:45
Networking & Refreshments in Exhibition Hall
____________________________________________________________________________________
10:45 - 11:20
Participants may choose 1 of 4 concurrent tracks.
TRACK A
The Research Question: Why Better Research Comes From Continuously Questioning What
You're Hearing and How You're Interpreting It
Edmund White
, Director, Market Research, Bristol-Myers Squibb
____________________________________________________________________________________
TRACK B
Gamification in Market Research
Anne Hale
, US Specialty Care Lead – Business Analytics & Insights, Pfizer
____________________________________________________________________________________
TRACK C
Condoms and Car Restraints – Can We Learn Anything About Compliance?
Joel Schindler
, Vice President, MarketVision Research

Compliance remains an important and complex issue, especially so given the aging population and rising
costs of healthcare. While there are many items impacting compliance, a patient’s healthcare profile and
their tolerance of risk outside of medicinal compliance can influence their behaviors. The concept of “risk
compensation” suggests the more a person feels protected, the more inclined that person is to behave in a
more dangerous fashion. We’ll explore where compliance falls on the risk-benefits spectrum among other
“risky” behaviors and work to identify the factors that may eventually help to mitigate associated risks. This
presentation references recent research done with sufferers of various ailments to assess the perception of
risk and behaviors relating compliance.
____________________________________________________________________________________
TRACK D
Identifying and Leveraging KOLs to Drive a More Effective Launch
Dave Johnson
, Vice President, Encuity Research, a division of Campbell Alliance

In the biopharmaceutical industry, companies are increasing their focus on identifying and partnering with
key opinion leaders to drive launch success. With this expanded emphasis, companies should be aware of
three key factors involving KOL identification and influence:

- Markets can vary dramatically. Knowing how influence varies within your market is the first step in
identifying true key opinion leaders
- In choosing an approach to KOL identification, peer nomination is the most direct, flexible and scalable
methodology
- Identifying the right KOLs will maximize your return on investment, while identifying the wrong KOLs can be
costly

This presentation is designed to discuss KOL strategies and how successful companies are working to
understand true thought leadership in their markets and implement effective strategies for building
long-term brand success.
____________________________________________________________________________________
11:25 - 12:00
Participants may choose 1 of 4 concurrent tracks.
TRACK A
What Do You Mean I Am in Charge of Competitive Intelligence Too??
Millie Cason
, Global Director, Business Planning, Biogen Idec

So on top of your day job as a Market Researcher, you’re now also in charge of supporting a Competitive
Intelligence function at your organization? In today’s world of consolidation and trying to gain higher
efficiencies, companies are trying to find ways to squeeze more out of their work force. If you are one of the
lucky few that is now in charge of building a competitive intelligence function, supplying competitive insight
to internal stakeholders, all on top of your day job as a Market Researcher, you're in luck. Let me share
with you how to put together a robust and highly impactful plan. I'll show you how to avoid the typical  
pitfalls, and how to score some easy wins.
____________________________________________________________________________________
TRACK B
Struggling to Generate Maximum Value from EMR Data? Here Are Some of the Reasons Why and
How to Fix It
Simon Fitall
, Co-Founder & CEO, Galileo Analytics

Many companies have now acquired EMR data as a core source of clinical data. In a lot of cases we hear
that the company isn’t satisfied with the level of value they are deriving from the data. It is not that no value
is being created, but that the value generating is not meeting expectations. This presentation will illustrate
some of the reasons behind these difficulties and will demonstrate, using case studies, a solution that
increases value generation for all EMR data sources.
____________________________________________________________________________________
TRACK C
New Techniques to Assess Adherence
John Mitchell
, Sr. Director, Healthcare Client Development, BuzzBack Market Research
Scott von Lutcken, Director, Market Research Excellence, Merck

Non-adherence causes economic loss of $300 billion dollars each year in the US, primarily in hospitalization
costs for patients who would have gotten better on medication. There are many behavioral factors like
forgetting to take one’s medicine, improper dosing, inability to afford medication, etc., that prevent
adherence. Beyond those causes with a rational explanation, experts say that nearly half of non-adherence
is caused by something other than behavioral miscues. These include believing that “alternative” medicine
will offer a better outcome, emotional obstacles, resentment of the physician, of the pharmaceutical
industry, etc. Additionally, low health literacy costs between $100 and $200 billion annually in unnecessary
sickness and its treatment. Many people simply do not understand what their illness is and why, or how, to
treat it.

BuzzBack will present an approach to understanding non-adherence from an emotional perspective, using
some of its proprietary research tools. We will also explore factors driving adherence, including issues
around patient literacy and how it impacts non-adherence. Attendees of this session will
- Gain understanding of the issues surrounding Health Literacy and adherence
- Be able to identify ways to overcome non-adherence, especially in emotional factors
- Learn new techniques for revealing emotional factors driving behavior useful in communications
development focused on improving literacy.
____________________________________________________________________________________
TRACK D
Small Data Modeling: Answering Big Questions in a Resource-Constrained World
Michael Polster
, Ph.D., Senior Vice President, NAXION

In the current resource-constrained world, market researchers are being asked to do more with less in
order to provide cost-effective decision support and nimble course-correction. With so much attention
focused now on niche markets and gatekeepers, resource scarcity is measured not only in dollars but also
available respondents – the sheer number and the time we are able to spend with them. Trends like these
are challenging us to rethink how we build models and what we can say based on the output. This talk
discusses how, and how well, new “small data” modeling techniques can be used to guide important
decisions.
____________________________________________________________________________________
12:00 - 1:10
Networking Luncheon
____________________________________________________________________________________
General Session:
1:10 - 1:20
Announcement of "Exhibitor Passport" Grand Prize Winner & Other Raffle Prize Winners
____________________________________________________________________________________
1:20 - 1:50
The Future of Market Research and Skill Sets Required for Future Market Researchers
Binita Bhattacharya
, Design Research Associate, BD Diagnostics
Rafaat Rahmani, President, Lifescience Dynamics

This symbiotic relationship with agency and industry will improve the chances of successful MR projects with
positive ROI, protect our profession from data fetchers. Therefore, we all as MR professional should aspire
to be the extended team of our clients.
____________________________________________________________________________________
1:50 - 2:20
Towards True Patient Centricity – The Pharma Odyssey
Peter Simpson
, Principal, Segmedica

Patient Centricity is the order of the day in pharmaceuticals. In this conference so far we have addressed
how and when patient journey research should be approached. In this final session we will address why
patient centricity and research is important and the role it will play in a rapidly changing healthcare
environment. This session will not focus on methodologies and results but on the structural changes going
on in healthcare and how this will affect not just the nature of our research but the very nature of our jobs in
the near future.
____________________________________________________________________________________
2:20 - 3:00
Summary and Key Takeaways By Advisory Board Members
Praveen Advani
, Executive Director, Customer Insights Oncology IO, Bristol-Myers Squibb
Lisa Courtade, Executive Director, Global Market Research Excellence, Merck
Sandipa Dublish, Sr. Director Global Market Research, Alexion Pharmaceuticals
Steve Girling, President, Ipsos Healthcare
Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer
Anne Hale, US Specialty Care Lead – Business Analytics & Insights, Pfizer
Grace Samoil Reynolds, Head Market Insights, Celgene
David Rosen, Executive Director, Forecasting, Analytics & Market Research, Purdue Pharmaceuticals
____________________________________________________________________________________
3:00
Conference Concludes
____________________________________________________________________________________
   
Pre-Conference Workshops, Tuesday, February 3, 2015 [Separate Registration Required]
8:30 - 9:00
Registration & Networking Breakfast
_____________________________________________________________________________________
9:00 - 10:45
Doing More With Less: Utilizing Small Sample Analytics to Get the Most Out of Your Research
Budget
Bruce Duncan
, Executive Vice President and Chief Marketing Scientist, RG+A
Roger Green, President/CEO, RG+A
Kyle Martin, Associate Director- Research, RG+A

Too little time. Too little budget. Too few potential respondents. For early stage development, business
development, and virtually anything having to do with orphan drugs, traditional quantitative methods are not
feasible and traditional qualitative methods provide inadequate insight and guidance. The term “small
sample analytics” refers to a blend of methods designed to provide rigor and depth to your results.

The session will be based on a scenario that is all-to-real for many market researchers - your team has
critical information needs but your market research budget has been slashed. Attendees will be presented
with examples of specific information needs and discuss how they would meet these needs before and after
budget reductions. Afterwards we will review a series of methods that can help stretch your budget while
maximizing the information you provide. Topics addressed in the session will include the following:
•         Using qualitative research to enhance the information you already have
•         Application of quantitative methods in qualitative settings
•         Using Monte Carlo models to integrate information and enhance forecasts
_____________________________________________________________________________________
10:45 - 11:00
Networking Break
_____________________________________________________________________________________
11:00 - 1:00
MR in the Context of Business Development and Licensing
Marianne Jaeger
, Ph.D., Methodologist, Lifescience Dynamics
Rafaat Rahmani, President, Lifescience Dynamics

•        How can MR support the BD&L process?
•        How can CI and payer discussions complement MR in this process?
•        How can MR, CI and Payer research input in the forecasting?
•        Valuation of an asset
_____________________________________________________________________________________
1:00 - 2:00
Networking Luncheon
_____________________________________________________________________________________
2:00 - 5:00
The Patient Journey Unplugged – An In-Depth and Interactive Workshop on How to Manage and
Get the Very Best Insights
Amanda Buonopane
, Sr Research Manager, Segmedica
Donna Simpson, Principal, Segmedica
Peter Simpson, Principal, Segmedica
Michelle Soto, Senior Project Director, Segmedica

Patient Journey is the emotional and practical journey of patients though a disease along with the emotional
and practical involvement of caregivers, HCPs and other stakeholders. We will share thoughts and
experiences about how to establish Patient Journey as a project type as central as segmentation to the
successful positioning and marketing of a drug product, as well as discovering unmet needs and staff
training. Attendees will collaborate on the benefits and challenges of patient journey research, and with real
examples from several of our studies gain a better understanding of how findings can be applied to drive
success.
_____________________________________________________________________________________
3:30 - 3:45
Networking Break
_____________________________________________________________________________________
5:00
Pre-Conference Workshops Conclude
_____________________________________________________________________________________