FEBRUARY 5-6, 2025, NEWARK, NJ
Agenda
Coming Soon
Registration and Continental Breakfast
Driving Impact of Market Research with Senior Management
Refreshment Break
Designing and Executing Successful Primary Market Research Studies: Tips, Tricks, Best Practices
Presented by Lifescience Dynamics
Networking Lunch
New best practices in market research to support campaigns development
Presented by Fulcrum Research Group
Refreshment Break
reserved
Masterclass Workshops Conclude
Registration & Breakfast in Exhibition Hall
Chairpersons’ Opening Remarks
Keynote: Evolution of Customer Engagement
Presented by Johnson & Johnson
Keynote: The Future of Pharma
NETWORKING & REFRESHMENTS IN EXHIBITION HALL
Will Generative AI Change How We Do Qualitative Market Research?
Presented by Lifescience Dynamics
“ASK THE EXPERTS” INTERACTIVE ROUND TABLES
ROUND TABLE 1
Best Practices Related to Market Research
Presented by Novartis
ROUND TABLE 2
Team Management
Presented by Ferring Pharmaceuticals
ROUND TABLE 3
A Fully Integrated Global/US Insights Team – Learnings from the Hybrid Approach
Presented by EMD Serono
ROUND TABLE 4
Market Research & Forecasting: An Essential Partnership
Presented by Merck
ROUND TABLE 5
Building Market Research Plan for Asset in Development
Presented by Ferring Pharmaceuticals
ROUND TABLE 6
Tackling Challenges in Non-Retail Markets
Presented by AstraZeneca
ROUND TABLE 7
How Do We Still Generate Quality Insights When the Budget Is Tight?
Presented by Organon
Networking Luncheon
Participants may choose 1 of 4 concurrent tracks
TRACK A
Can AI Chatbots Replace Moderators in Some Qual Studies?
Market researchers are working hard to find ways of incorporating AI-powered technologies into our work. In this talk we discuss the results of a collaboration between Fulcrum Research Group and Esperion Therapeutics to compare traditional IDIs with chat-bot moderated IDIs in a study to evaluate creative concepts.
Presented by Fulcrum Research Group and Esperion Therapeutics
TRACK B
Reserved
Presented by SRI
TRACK C
Patient Journey: Where to Start and What to Pack
Patient Journeys are typically foundational and high profile – meaning there is a lot at stake when designing and executing. What are the must have elements when planning the research, what nice to haves could take it to the next level, and what are some common pitfalls to keep in mind (including what you miss out on by talking only to HCPs). This session will review the types of patient journey research that can be undertaken and key considerations to take into account, from the perspective of seasoned researchers, a pharma stakeholder, as well as a patient who is on their own journey with a health condition.
Presented by Health Union and Takeda
TRACK D
TBA
Presented by HawkPartners
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
Strengthening Brand Performance and Loyalty by Investing in Patient Service
Presented by ThinkGen
TRACK B
Ethnic Disparities in the Treatment of Ovarian Cancer Versus Multiple Myeloma in the US: A Retrospective and Prospective Comparative Analysis
Presented by APLUSA
TRACK C
Empowering the Next Generation: Training and Professional Growth in the AI Era
• To explore how AI will redefine the roles and skill sets within healthcare market research
• To identify the evolving needs in professional development, with a focus on younger talent entering the industry
• To examine the points at which human expertise will continue to be essential alongside AI advancement
• To provide a framework for how agencies and client-side researchers can strategically adapt to AI without compromising the human element of research.
Presented by Day One Strategy
TRACK D
TBA
Presented by integro
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
Data-Driven Discipline: Unlocking Profitability in Small Molecule Generics
Presented by Wockhardt USA
TRACK B
Role of Insights in New Product Planning
Presented by EMD Serono
TRACK C
Gen AI Powered Digital Super KOL
Imagine a comprehensive data and insights repository on all things CML… a digital super KOL!
We compiled all market research content over the last two years and used genAI to synthesize the data and build a patient journey. Once tested and validated, this formed the backbone of our digital KOL. We can now use the digital KOL to get instant answers to a range of questions that we constantly grapple with – testing of multiple TPPs, impact of new Takeda and competitor data readouts, drivers and barriers, identifying untapped opportunity areas etc. – eventually we should also be able to run sensitivity analysis on sales and marketing tactics!
The Virtual super KOL is a “live” application that will continue to learn and evolve as we layer in external publications and additional work, ensuring insights are always up to date with the latest data.
Presented by Takeda
TRACK D
Bringing Market Research Insights to a Seat at the Table
Networking and Refreshments in Exhibition Hall
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
New Tools for Modeling Timing and Order-of-Entry Effects
Survey-based demand studies for pipeline products rarely provide good estimates of timing and order-of-entry effects as they arise mostly as a consequence of real-world prescribing experience.
Forecasters often rely on secondary data analogs to model the effects of timing and order-of- entry but these estimates often fail to capture the unique characteristics and market situations for pipeline products. This presentation shares new tools for modeling timing and order-of-entry that combine models based on secondary data with new metrics from survey-based demand research. Accuracy of the methodology is demonstrated with several case studies.
Presented by Viscadia
TRACK B
Qualitative Research: Can AI Truly Understand Human Stories?
AI platforms claim accuracy and time-savings for marketing researchers, so we decided to challenge two AI tools to a duel with human analysts.
We chose a common topic (Obesity and GLP-1 weight loss medications) in a particularly challenging methodology: the Patient Journey. This type of research yields some straightforward responses, but the majority of the output to be analyzed is narrative – respondent stories with a mix of factual details and emotional, social, and psychological impacts that we expected to challenge AI’s analysis capabilities.
Presented by MarketVision Research
TRACK C
The Giving Tree
Presented by Branding Science and Merck
TRACK D
Supercharging Insights: A Case Study
Presented by Sermo and AstraZeneca
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
Hear & See Emotion: Decoding Voices with Machine Learning & AI
At inVibe, we use machine learning technology to recognize and measure emotionality in our respondents’ voices when they’re speaking.
To humans who have spent a lifetime decoding emotion, this task seems very simple. However, getting a computer to decode emotions like a human can is a bit more complicated than it seems. In this session, we’ll explore exactly what it means to recognize emotion, what Speech Emotion Recognition (SER) is, how computers can reliably measure emotions, and how we can use SER to better understand the thoughts, beliefs, attitudes that explain and motivate behavior.
Presented by inVibe, a Division of THREAD
TRACK B
Are Digital Twins Just Virtual or a Reality for Life Science Insights?
Presented by KJT
TRACK C
Patient Engagement
Presented by Borderless Access
TRACK D
Reserved
PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS
TRACK A
Leveraging AI Tools to Capture Patient Insights
Presented by Novo Nordisk, Shionogi, and UCB
TRACK B
How to Win Marketers and Influence Brand Plans
Presented by Merck, Beesy, iMarketResearch, and ThinkGen
Networking Cocktail Reception
Registration & Breakfast in Exhibition Hall
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
Market Research and Forecasting
Presented by AstraZeneca, Bayer, Bristol Myers Squibb, Pfizer, and Takeda
TRACK B
Generative AI - Where Do We Stand Now
Presented by AstraZeneca, Balchem Corp, Bristol Myers Squibb, and Janssen
TRACK C
Novel Market Research Techniques and Methodologies
Presented by AstraZeneca, Daiichi Sankyo, Pfizer, and SUN Pharma
TRACK D
The Evolving Market Researcher as a Generalist/Holistic Advisory to an Organization
Presented by Amicus Therapeutics, Johnson & Johnson, Regeneron, and Takeda
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
HCP Market Research Re-Engineered: How to Get the Most Out of Your Market Research Budget?
Presented by Lifescience Dynamics
TRACK B
Is Launching a New Product One Big Behavioral Change Initiative? 5 Must-Know Behavioral-Tactics for New Launches
Presented by Beesy
TRACK C
Human Truth: Building Strong Foundations for New Product Success
Presented by Brandtrust and GlaxoSmithKline
TRACK D
Reserved
Presented by Purdie Pascoe
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
Reaching Your Demand Destination: Using Cognitive Science and Aviation Safety to Generate Accurate Forecasts
Presented by BioVid
TRACK B
Maximizing Brand Impact A 360-degree view of the HCP-Rep interaction
Presented by Research Partnership and STEM
TRACK C
Messaging: The Power of Punch
Presented by Lieberman
TRACK D
Reserved
Networking & Refreshments in Exhibition Hall
PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS
TRACK A
Prompt Engineering
Presented by Regeneron
TRACK B
Forecasting Challenges
Presented by Bristol Myers Squibb and Dewpoint Therapeutics
TRACK C
Using AI in Persona Development in Market Research
Presented by EMD Serono
TRACK D
Integrating Approaches – Data and Primary Research – to Deliver Business Impact
Presented by Organon
“ASK THE EXPERTS” INTERACTIVE ROUND TABLES
ROUND TABLE 1
How to Best Partner/Collaborate with Brand Teams, Marketing Agencies, and Vendors to Deliver Actionable Insights
Presented by Ferring Pharmaceuticals
ROUND TABLE 2
Insights Support for Business Development
Presented by EMD Serono
ROUND TABLE 3
Continuous Learning for Market Research Excellence: How Market Researchers Need to Reinvent Themselves by Upskilling
Presented by Boehringer Ingelheim
ROUND TABLE 4
How to Leverage Past Research into New Research, How to Keep Research Relevant for Future Questions
Presented by AstraZeneca
ROUND TABLE 5
Patient Centricity
Presented by Pfizer
ROUND TABLE 6
Rage Against the Machines – Or Not? How We’re Using, and Feeling About, AI in Market Research
Presented by Merck
ROUND TABLE 7
The Death of Market Research? - Harnessing AI/ML for Enhanced Insights, Efficiency, and Impact
This session will explore how AI/ML is transforming traditional market research, from automating data/information collection and processing to synthesizing and delivering actionable insights.
We’ll examine the challenges and opportunities at the intersection of AI/ML and market research, highlighting the impact of these technologies on both individual roles and organizational strategies.
The discussion will kick off with participants sharing practical applications of AI/ML, showcasing real-world examples of how these tools are revolutionizing the field. We’ll then look ahead, considering how AI/ML will continue to reshape the role of market researchers and elevate their strategic value within organizations. Finally, we’ll explore strategies for upskilling researchers to effectively integrate advanced tools into their workflows, potentially redefining their positioning and ensuring they remain at the forefront of an evolving industry.
Presented by AstraZeneca
NETWORKING LUNCHEON
Raffle Prize Announcements
How Verticals Outside of Pharma Approach Research (and Marketing) Differently vs. 5 Years Ago
Presented by Coca-Cola, Kellogg's, Merck, and SC Johnson
Summary and Key Takeaways By Advisory Board Members
Presented by AstraZeneca, Aveo Oncology an LG Chem Company, EMD Serono, Immunovant, Janssen, Merck, Organon, Pfizer, Regeneron, and Sun Pharmaceuticals