Agenda

Displaying agenda in the event’s time zone (EST, UTC -5). Note there will be Live Q&A following all sessions.

CONFERENCE DAY 1
Tuesday, May 11, 2021
CONFERENCE DAY 2
Wednesday, May 12, 2021
CONFERENCE DAY 3
Thursday, May 13, 2021

PMRC Welcome & Sponsor Showcase

Keynote: A C-Suite Look at Where We Are Today

Presented by Balinbac

Keynote: Boardroom Discussion – Key Issues to Address in the Current “Normal”

Presented by AstraZeneca, Bayer, Bristol-Myers Squibb, Intercept, Organon, Pfizer, and Purdue Pharmaceuticals

Virtual Exhibition Hall/Live Demos/Live Streams

SESSION ONE

Building Market Research Strategic Partnerships Without the Agency Model

Despite there being many benefits to using an “agency model” in market research, most client-side research groups are not set up to work this way.

However, we shouldn’t let that stop us from creating partnerships that strengthen the quality of insights, enhance the role of the market researcher, and streamline research projects. In this talk, we will discuss ways in which we can build more of a strategic partnership between suppliers and clients, the benefits from that partnership, and tips for building that relationship even in a model where research is awarded on a project-by-project basis.

Presented by Fulcrum Research Group and Regeneron

SESSION TWO

Successful Integration of Supply Chain Operations Post Significant Merger/Acquisition

How can supply chain functions plan for successful integration following a significant merger or acquisition.

Presented by Bristol-Myers Squibb and ZS Associates

SESSION ONE

Value Proposition Development and Competitive Intelligence for Early-Stage Programs

- Building a relevant product story from the start

– Right-sizing efforts by stage, based on resources and program/company priorities
– Working within the acquisition process and establishing cross-functional buy-in

Presented by Boston Pharmaceuticals

SESSION TWO

Bridging the Digital Divide: Connecting with the Lost and Forgotten in Healthcare Research

Healthcare disparities existed before the global pandemic, but we are evidencing in a socially distanced world an increasing divide between those who have digital literacy and access, and those who do not.

It begs the question: Who are you Leaving Behind? In this session, we will explore the widening digital divide, the impact of the pandemic on respondent access, and the ways in which you can engage with marginalized populations to ensure that we are not leaving anyone behind.

Key takeaways from this session:

The Digital Divide: The Ever-Growing Chasm Contributing to Healthcare Disparities
The Impact of COVID and Healthcare Research on the Digital Divide
How to Bridge the Gap in Healthcare Research

Presented by Organon

Virtual Exhibition Hall/One on One Meetings/Lunch

SESSION ONE

A Multi-Method Approach to Building an Optimal Patient Engagement Program

A case study from a project that blended three different methodologies (one “old timer” and two new techniques) that provided a client solution in heart failure.

Presented by Cello Health Insight

SESSION ONE

Understanding the Powerful Emotional Drivers That Shape Physician and Patient Behavior

Deep in our evolutionary past, our reptilian brain instinctively drove much of our behavior. These fight-and-flight responses ensured our survival.

Though now less critical, these automatic emotion-based responses still significantly impact how we behave. The challenge for researchers has been to unearth the connection between these emotions and how patients, prescribers and caregivers make important decisions. This presentation focuses on a highly effective method for indirectly understanding emotional drivers of behavior. Specifically, we will detail how using a visual-semiotic-based approach enables us to identify specific emotional signatures linked to particular stimuli (such as creative concepts, messaging, etc.), which in turn enables us as marketers to more deeply understand the behavioral influences on healthcare brands and decision-making.

Presented by Maru/ and Bayer

Interactive Roundtables

Listen, learn and contribute your thoughts in a fun and informal virtual environment.
ROUNDTABLE 1
COVID Impact: The Past, Present and Future of Remote Work for Market Researchers

Presented by AstraZeneca

ROUNDTABLE 2
Need Deeper Insights? Try Leveraging Emotion in your Methodology!

Presented by Novartis

Virtual Exhibition Hall/Live Demos/Live Streams

Virtual Happy Hour

PMRC Welcome & Sponsor Showcase

PANEL ONE

Changing Landscape: Tools & Tips for an Agile Approach to Market Research

Join the virtual conversation to share experiences and exchange ideas. We will explore ways and tools to make market research more agile and to address typical barriers.

We will also discuss how market researchers and service providers can collaborate better.

Presented by Eli Lilly, Phreesia, Taiho Oncology, Therapeutics MD, and UCB Pharma

PANEL TWO

Patient Journey

Join our panel as they discuss the nuances around patient journeys and how the pharmaceutical industry typically approaches this.

Learn more about what constitutes a good vs bad journey, what methodological approaches are used as well as the role of the new digital reality of many patient journeys today.

Presented by Bristol-Myers Squibb, Intercept, Merck, and Pfizer

What Pharmaceutical Manufacturers can do to Improve COVID-19 Recovery?

A case study of collaboration with one manufacturer.

Presented by SRI + Pharma Co-presenter

Virtual Exhibition Hall/Live Demos/Live Streams

SESSION ONE

Leveraging Customer Insights for New Business Models in a Shifting World

2020 was a year that forced us to evolve faster than we would want both personally and professionally.

This however is not the end of the crisis. This crisis was merely a reminder of the increasingly VUCA (Volatile, Uncertain, Complex & Ambiguous) world we inhabit. In the healthcare world, it has many implications like change in Point of Care from clinician offices to home, more prescriptions being written online and delivered home directly to the customers and a greater push for efficiencies in hospitals and urgent care centers for minimal physical contact with patients. Another reality that 2020 has forced us to acknowledge is the inequity of care based on demographic profiles.

These changes and realizations are driving implications for healthcare companies that go across all functions: HR, R&D, Commercial, Supply Chain, Government Affairs etc. To serve our patients better we will need more flexible and targeted business models. To ensure success, we must focus on the needs of customers and work with them to drive creation of better business models.

Presented by Johnson & Johnson

SESSION TWO

Combining Primary and Secondary Data for Sr. Leadership Insights: from Targeting to Strategic Decision Making

Presented by Horizon Therapeutics

SESSION ONE

Harnessing the Power of Bayesian Typing Tools

A standard deliverable from segmentation studies is a segment classification typing tool.

However, it is often a challenge to get sales reps to use segmentation typing tools because of the requirement for all of the typing tool questions to be asked and answered. We present Bayesian Typing Tools as an innovative solution to that problem. Bayesian Typing Tools produce segment predictions even if answers to some of the typing tool questions are not available. Bayesian Typing Tools are much easier for sales reps to use and make it much more likely that segmentation study results will actually be implemented by sales reps.

Presented by AplusA Bell Falla

Virtual Exhibition Hall/One on One Meetings/Lunch

Interactive Roundtables

Listen, learn and contribute your thoughts in a fun and informal virtual environment.
ROUNDTABLE 1
Deciding What You Want to Say About Your Product

Presented by Roche

ROUNDTABLE 2
Procurement: The Future Partnership of Suppliers in Market Research

Presented by Johnson & Johnson

SESSION ONE

Achieving and Using a Great Segmentation

Whether HCPs or patients, US or global, chronic or ultra-rare, segmentation doesn’t always work out as we would like.

There are reasons for this and most of the pitfalls are actually avoidable. Our suggested approaches can assure actionable insights and may also save significant time and cost. In this session we dissect the current process and suggest, with examples, different ways of achieving and segmentation and using it for a wide range if purposes.

Presented by Segmedica

SESSION TWO

Market Research from a Different Lens

Market research can be a rich source of data that can be leveraged in communication with internal and external stakeholders. We will demonstrate how Market Research teams can collaborate with Health Economic and Outcomes Research (HEOR) teams to create cross-functional bodies of evidence.

Presented by KJT

Interactive Roundtables

Listen, learn and contribute your thoughts in a fun and informal virtual environment.
ROUNDTABLE 1
Exponential Innovation Going On Around Us, But Has Insights Been Stagnant

Presented by GlaxoSmithKline

ROUNDTABLE 2
Inclusion and Diversity Efforts Overview (Successes and Challenges)

Presented by AstraZeneca

Virtual Exhibition Hall/Live Demos/Live Streams

Virtual Happy Hour

PMRC Welcome & Sponsor Showcase

Keynote: Top 10 Lessons Learned from a Biotech CEO

CEO shares lessons learned from the ground up.

Presented by Oncosec

Megatrends in the Pharmaceutical Industry

Presented by Lifescience Dynamics

Virtual Exhibition Hall/Live Demos/Live Streams

SESSION ONE

Market Research and Operational Excellence in Generics

• The generic pharma market is beset by numerous challenges: consolidation of buyers, new entrants, increased ANDA approvals, stepped up regulatory enforcement and supply chain difficulties

• Major generic pharma companies have responded to these challenges with portfolio reviews, M&A or strategic exits from the business
• Market Research is valuable in informing decision-making, anticipating supply chain issues, and providing additional rigor and accuracy to the business planning process

Presented by Wockhardt USA

SESSION ONE

3 Steps to Segmenting & “Nudging” with Behavioral Science: Decode - Design - Deploy

In this talk, BVA Nudge Unit will cover the 3 key steps in developing targeted “nudges” for your specific customer audience:

Decode: Conduct behavioral science-based research with your target audience to identify what cognitive biases are driving their decision-making. Level up this approach by crafting your customer segments based on these psychological patterns, rather than using traditional segmentation
Design: Create the nudges that best suit each segment based on their motivating biases
Deploy: Use a test-and-learn approach to implement and refine your nudges, whether they be for website content, PSPs, sales materials, and beyond

Presented by BVA Nudge Unit

Virtual Exhibition Hall/One on One Meetings/Lunch

SESSION ONE

The Changing Landscape of Global Hemophilia Treatment

Hemophilia is a bleeding disorder that can lead to serious health problems as well as severe quality of life challenges for patients.

The demand for more effective treatment options has created opportunity and led to ongoing innovation in the market. By collecting global, real-world data from hundreds of Hemophilia A and B patients, AplusA syndicated hemophilia market surveillance study has been tracking the evolution of the market since 2015. Using select findings from this study, we will discuss trends in disease management, explore the performance of current treatment options and emergence of new products and MOAs, and help attendees understand the available opportunity in the global hemophilia market.

Presented by AplusA Bell Falla

SESSION ONE

What Happens When the Walls Come Down: a View of the Start-Up of Organon

Finding good players is easy. Getting them to play as a team is another story. - Casey Stengel

In light of this quote, it is needless to say that “collaboration” is a highly valued virtue amongst corporate teams. Corporations spend many manhours and dollars to recognize and build this virtue amongst its team members. But what happens, when a new start-up like environment forces the team members to re-learn this subtle and many a times forgotten virtue.
This presentation is a first hand account of how two teams with unique skills of ‘Analytics’ and ‘Insights’ got together to bring down the ‘walls’….

Presented by Organon

SESSION TWO

Understanding HCPs and their Ecosystem During COVID-19

COVID-19 has been a huge challenge for the pharmaceutical industry, physicians, and patients. Learn how Merck went “back to basics” to understand how HCP customers have been impacted.

Presented by Merck

PANEL ONE

Setting the Record Straight: Market Research Reputation and the Reliability of Surveys

• Why is market research challenged such that the research is not viewed as successful? How do you go past failures?

• What are the drivers and conditions for success of market research projects?
• What advice would you give to young professionals just starting out their careers in research?

Presented by Balchem Corporation, Bayer, LEO Pharma, and Regeneron

PANEL TWO

Market Opportunity Assessment

Expert panelists will explore various approaches to dimensionalizing the marketplace to aid new product/indication launch preparation as well as inform business development product decision making.

Presented by AbbVie, Apellis, Regeneron, and Teva

Virtual Exhibition Hall/Live Demos/Live Streams

Summary & Key Takeaways

Presented by AstraZeneca, Bayer, Intercept, Merck, Organon, Pfizer, and Purdue Pharmaceuticals