Agenda

Consequently, understanding physicians’ attitudes, preferences, real-world-behaviors as well as real-world clinical outcomes has become pivotal to the success of any pharmaceutical product. In this talk, we explore how market research and real-world data play at times overlapping and at other times complementary roles to help us understand how medicine is practiced today and what it means for a given product.

Are we missing opportunities for innovative methodologies and study design? And how do we handle the dreaded situation of reading out a report that starts with…all concepts performed well and relatively the same?
Join us for a spirited discussion where we’ll answer the question, is winning really everything?

In our session we’ll discuss the role tumor boards play in cancer treatment, the dynamics between the various specialties represented, and how tumor boards affect how treatments and diagnostics are used.

The rest of the decisions are subconscious and habitual, and difficult to capture. Behavioral economics provides the means to capture this subconscious behavior, and SRI is a pioneer in quantifying that behavior. It can also be aligned with Big Data to produce unique insights that are not available via traditional market research. We present HabitRx, a one-of-a-kind approach to capture and quantify physicians’ subconscious behaviors, along with real examples and case studies.

Their main objective consisted in finding the root cause of a downward trend in IUD sales. The team aimed to understand the key stages of the deficit, from wider dynamics of social interaction to narrower dynamics of contraceptive choice.
Our pilot strove to leverage social listening via measuring the sentiment towards contraceptive products since 2017 (>6 m. Tweets) and performing a statistical comparison of our results to sales. Additionally, we utilized mobility data as a proxy of social interaction and antecedent to consumer action (>2 m. data points).

In this session, we’ll review how the world’s first scalable mobile conversational insights platform powered by chat, voice, and video is changing the way Fortune 500 companies conduct research; and how the results compare to traditional paginated ‘ask & answer’ surveys at capturing robust quantitative results while also eliciting deeper, more emotive qualitative insights in a single touchpoint. You’ll also hear directly from patients and physicians themselves on the conversational research experience and how it directly enhances their experience and engagement to drive deeper insights and support better business outcomes.

As companies shift their focus to serious, and often rare disease states and pipelines are brimming with a host of new medicines that represent new mechanisms of action – gene therapies, immunomodulators, etc. – boiling down all of this amazing science to doctors and patients into a simple communication concept has become more difficult. To accomplish this within a highly regulated environment is a massive challenge for our marketing and market research clients who want to ensure they design the right market research methodology to support these novel medications. Current methodologies may not be best suited for these “breakthrough” products. Many doctors, even some who could be considered as KOLs simply did not have the frame of reference or context to evaluate these novel products.

Having worked on over 250 health care brands in his 30-year career, one of Noah’s observations that led to the development of this methodology is that the traditional research techniques employed to inform the development of the positioning statement have important shortcomings and pitfalls.

During this workshop, Noah and Jit will discuss an intuitive technique that delivers better results, one that allows the customer to be a more engaged partner in the co-creation of a positioning statement, and that gets deeper into the true essence of what positioning is: customer need identification. It’s called Customer Driven Positioning.

Noah and Jit will share how they worked together to develop and align around a positioning statement for the launch of a drug for rare disease in the cardiopulmonary space that checks all of the boxes – that is credible, yet aspirational; that speaks to both the science and the emotional texture of the brand; and that reflects a unique, ownable territory that a team can use to set its foundations to serve as a pillar of its marketing/communications/promotional strategy.

(Haven’t we all encountered a “keyboard warrior” or two?)
The way a patient communicates and engages with a physician versus a peer online versus a moderator can provide very different insights into that patient’s experience. This session reveals how you can gain a universal view of patients by combining different perspectives on the patient voice via three research methods:
• analyses of authentic HCP-patient exam-room conversations
• patient interactions in online communities
• patients’ self-reflections prompted by researchers
Our discussion will illustrate how these methods illuminate different facets of patients’ disease experiences by exploring the underlying knowledge frames and belief systems, assumptions, attitudes, and perceptions. Using the evidence from social psychology and sociolinguistics, you will learn how patients’ conversational behavior and attitude expression depends on the audience and the communicative objective. The talk will highlight the power of combining multiple research methods within one project to derive rich, actionable insights.

• How behavioral science and health literacy work together
• Key, actionable health literacy and behavioral science principles you can apply immediately

1) How to navigate and lead into actionable market insights in time crunch
2) How to proceed when there is not much or fluid data available especially in emerging markets
3) To pull in together these pieces to craft a robust insights story.

The new paradigm for success in generics is speed, agility, and collaboration across functions; combined with a rigorous approach to analytics. Team members from CI/Market Research have an important role to play in informing pricing and stop/go decisions, revenue forecasting, and generating market insights.

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.

With customer lead approaches, science can be applied to clinical and practical considerations. Changing a paradigm starts with the customer – meeting their real world needs and expectations is the first step in transformative developments.

In this session, you’ll hear about the most robust model of human behavior change, the COM-B model; how to apply it, and a case study where it helped Janssen to classify their barriers in a way that helped them think strategically about what they needed to do.

Eli Lilly and Company and Escalent joined forces to rethink the traditional segmentation approach, moving away from cluster-based models that represent segments as discrete groups. Why? Because humans don’t fit neatly into strict categories that are mutually exclusive and consistent over time. Nearly every patient indicated for a product is a potential target, but certain factors make some patients more inclined to be interested as well as a better strategic target. This bullseye approach to pinpoint what makes someone more or less interested in what a brand offers provides a logical way to invest marketing efforts. Join Peyton Allan of Eli Lilly and Company and Katarina Johnson of Escalent as they share how they applied this approach to help transform the health of millions by enabling:
• Richer, more actionable results for a product launch
• Improved timeline and costs
• Enterprise learning that reduces effort for future product launches

In recent years, the pharmaceutical industry has significantly transformed the way it communicates with physicians, patients and payers. The methods used to develop assets have quickly evolved as marketers are forced to develop more persuasive, behaviour change messaging for their brands. Similarly, the delivery of those messages have also evolved with the introduction of new channels and technologies. The way in which pharmaceutical companies test their concepts and messages needs to evolve in line with this.

With many pharma marketers believing that healthcare communications will become much more complex in the future, there is an urgent need for advanced methodologies to test, evaluate, and optimise their marketing assets.

At Research Partnership, we have developed a Behavioural Science led approach that ensures clients get a true reflection of how their communications materials are consumed and processed by customers. The multi-dimensional approach combines traditional primary research with new, innovative technologies, delivering not just the considered (system2) responses of the customer but also the system1 reactions in terms of where attention is focused, the emotions generated and the elements which will ultimately be retained.

In this paper, we will demonstrate how each of the various components of this new approach offered complementary benefits for a recent project to evaluate creative concepts:

Traditional qualitative TDIs
AI software to understand the locations and quality of attention
Facial analysis to understand the implicit emotions generated
Retention interviews to explore availability bias and retention of messages

To demonstrate how the approach works, we will share an AI analysis (using Dragonfly AI) of past award winning marketing campaigns to demonstrate the “Attention Matters” and highlight how some of those campaigns could have been even further optimised.

Many of the drivers of therapeutic inertia are behavioral/non-conscious (related to risk, effort and ambiguity, amongst other aversions). In this presentation, Elys Roberts, BEESY Founder & CEO, and Gina Lapekas, Biomarin Brand Director & HCP Lead will show you how to discover these hidden drivers of inertia and barriers to product uptake, and how to address them in-market.

Any misalignment between professional perceptions and the human experience of these conditions can create barriers to successful treatment—or opportunities to support lasting change and wellness for patients.

Join Brandtrust and EMI Research to learn how they leveraged Narrative Inquiry – a proprietary narrative-based qual-quant 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

• Patients do matter: Quick review of the growth of patient influence from company talk to action
• The next phase: How AI, big data, and advocacy will drive ecosystem change
• Scenarios to monitor and incorporate into research

Get ready to feel uncomfortable and energized at the same time!
This talk is about demystifying AI and getting a good understanding of what it is and how it works. It may even catalyze a new business idea…the learning possibilities are endless!
ALERT. This is for the curious learner and those that are interested in chasing progress.