Agenda

Wanda Hope, Chief DEI Officer at Johnson & Johnson will explore how the adoption of a DEI lens across all aspects of business – from building a workforce that deeply understands communities, to fostering a culture of inclusion – can accelerate innovation to solve the world’s most pressing health challenges. The presentation will include examples of how DEI informs market research in MedTech and Innovative Medicine.

• History of biotechnology
• Future prospects of biotechnology
• The rapidly evolving landscape of gene therapy
• Ocugen’s approach—modifier gene therapy
• Real life impact for patients and communities if these treatments become available
• Working across the healthcare ecosystem to make gene therapy more accessible

In the first part of the presentation we’ll touch on the range of business objectives where combining MR and CI have value. In the second part we’ll focus on a case study in which integrating MR and CI was used to support the development of more comprehensive and insightful forecast.

The session will not only underscore the current impact of online health communities but also provide a forward-looking perspective on their potential to shape the future of patient-centered care.

Participating audience can get a detailed view on strategic use of online patient community is for real-time intelligence which helps decision makers in 3 ways:
• Explore the ways in which online patient communities contribute to empowering individuals in managing their health conditions
• Foster a platform for the exchange of insights, experiences, and best practices among healthcare professionals, researchers, and community advocates.
• Emphasize the importance of patient-centered approaches within online communities, ensuring that the needs and perspectives of patients remain at the forefront.

These are undoubtedly effective frameworks and provide a hierarchy of effectiveness for independent, individual messages. And brand teams assume that if a given message is compelling that combining it with other compelling messages will improve the intended communication impact. However, these techniques do not consider the real-world relationship of stakeholders being exposed to a coordinated set of multiple messages (platforms) and potential synergies among messages: the fact that ultimately the messages need to coalesce and crystallize as a cohesive, compelling story in the mind of the customer – and the fact that the message platform needs to reinforce a singular, unified brand position effectively and efficiently.

In this presentation, we will introduce the ThinkSmart message optimization approach that includes platform trade-off analysis, allowing for discovery of the optimal platform on key metrics taking into consideration synergies among messages, assessing stakeholder stated preference for a message platform, individual message level understanding, and the optimal platform for various needs (number and reach), to provide a brand team all the key inputs to inform communication strategy decisions

The analysis revealed 11 important lessons about what kinds of messages are most motivating to the target audience, debunking many myths and sacred cows about messaging held by marketers. Do not miss this data-backed presentation about best-in-class practices for pharma messaging. You will walk away from this presentation with immediate next steps on how to optimize your brand messaging…Guaranteed!

Join PVP to understand how to bridge this gap to maximize brand success. Incorporating the patient voice and HCP feedback earlier in the product lifecycle can optimize clinical trial design, increase participation and retention, more quickly launch products to market, and ultimately, maximize brand profit.

Whereas caregivers and healthcare providers can offer valuable insights, not including the youth perspective risks missing a critical piece of the treatment decision-making puzzle. Understanding youths’ unique experiences and needs ensures stronger communications and support materials.

Join us to learn about the importance of including the youth voice in pediatric market research.

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:
• Nuances in the experiences of people with early-stage cancer, late-stage cancer, and chronic conditions
• Methodological 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

They will describe the diverse tools and techniques that facilitated exploration and allowed them to witness the fear and anxiety that accompany diagnosis, the uncertainty that accompanies each medical appointment, and the resilience that shines through in patients’ daily lives. Finally, they will explain how patient narratives, brought to life through creative outputs, added a human dimension to the data, allowing stakeholders across Cytokinetics to connect and empathize with the challenges of those living with oHCM as they developed solutions to deliver patient-centered care and support.

Our customers experience these shifts as well. The healthcare landscape is constantly evolving, as are the needs and preferences of patients and physicians. Marketing teams that rely on static personas to understand and describe their customers are missing out on valuable insights that can help them create more effective and targeted strategies. In this session, you will learn how to integrate multiple insight tools to create a dynamic and holistic view of customers. You will also discover how to use these insights to help your business teams design more relevant and personalized solutions that meet the changing needs of the customers.

Learning Objectives:
• Leverage data to create the foundation for customer understanding.
• Layer in primary market research to uncover motivations and beliefs.
• Use social media findings to characterize how customers view and describe their experiences in the world.
• Create a futures lens by applying key drivers of change.
• Bring the customer to life for the commercial team, designing solutions that address both their current and future needs.