Agenda

Coming Soon

MASTERCLASS WORKSHOPS
Tuesday, February 6, 2024
CONFERENCE DAY 1
Wednesday, February 7, 2024
CONFERENCE DAY 2
Thursday, February 8, 2024

Registration and Continental Breakfast

The Science of Influence: Brand Positioning Testing that Maximizes Commercial Potential

Presented by OptiBrand Rx

Refreshment Break

Integrating Insights from CI with Those from MR to Obtain a Holistic View of the Market

Presented by Lifescience Dynamics

Networking Lunch

Getting Qual-Level Insights in Your Large-Scale Quant Studies

Presented by Fulcrum Research Group

Refreshment Break

Segmentation That Goes Beyond Prescribing Propensity

Presented by Veritas est

Refreshment Break

Reserved

Masterclass Workshops Conclude

Registration & Breakfast in Exhibition Hall

Keynote: What Drives Innovation

Presented by CVS

Keynote: Future of Pharma

Presented by Takeda

Will Generative Ai Change How We Do Qualitative Market Research?

Presented by Lifescience Dynamics

Keynote: Executive Level Boardroom Discussions

Presented by AstraZeneca, EMD Serono, Immunovant, Janssen, Merck, Organon, Pfizer, and Regeneron

“ASK THE EXPERTS” INTERACTIVE ROUND TABLES

Explore and capture the power of participants’ Insights and experiences and exploration of these topics in this fun and informal environment in small groups. Choose 1 of 7 concurrent round tables.
ROUND TABLE 1
TBA

Presented by KJT

ROUND TABLE 2
TBA

Presented by C Space

ROUND TABLE 3
Influencing Skills for Market Researchers, How to Get Ahead of the Pack by Building Unique Skill Sets

Presented by Bayer

ROUND TABLE 4
Agile Approach to Rare Disease Market Research

Presented by Pfizer

ROUND TABLE 5
AI, NLP Applications in MR (primary, syndicated, secondary data)

Presented by J&J Innovative Medicine

ROUND TABLE 6
How to Partner With Your Brand Teams Instead of Just Presenting Results

Presented by Ferring Pharmaceuticals

ROUND TABLE 7
Diversity in Recruiting, and Avoiding Unconscious Bias

Presented by EMD Serono

Networking Luncheon

Participants may choose 1 of 4 concurrent tracks

TRACK A

Combining MR with CI to Better Overall Insights

Presented by Fulcrum Research Group

TRACK B

What Are They Looking At? EyeTracking in Quant Research

Presented by SRI

TRACK C

Uncovering the Hidden Layers of Emotion

Presented by Integro and Merck

TRACK D

11 Lessons Learned from Testing 10,000s of Pharma Messages: Bursting Myths about the "Dos and Don’ts" of Pharma Messaging

Presented by Newristics

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Coping with Complexity through Treatment Scenarios

Presented by APLUSA

TRACK B

Know your Audience—Examining HCPs Challenges, Perspectives on Care, and Efforts to be Heard

This topic will address work demands, burnout, and strategies for both pharma and clinical organizations to better engage and support HCPs.

Presented by Apollo Intelligence

TRACK C

From MaxDiff to Max Impact: Keyways to Maximize Your Brand Messaging Strategy

Traditional quantitative message testing is performed using “MaxDiff” and “TURF” methodologies, which examine the messages that are most and least compelling and determine which messages have the greatest reach / value.

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

Presented by Thinkgen

TRACK D

Accelerating Patient Engagement With Online Healthcare Communities

Presented by Borderless Access

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Leveraging Knowledge Management for Market Research

Presented by Regeneron

TRACK B

Proof of Concept Study Utilizing AI/ML for Subnational Forecasting in a Complex, Multi-Data Source, Multi-Stakeholder US Product

Presented by Bayer

TRACK C

Roadmap to Creating Your Own Insights Team for an Emerging Company

1) US vs non-USA

2) Data vs Poor Data
3) Compliance and Legality
4) Merge forecasting, market research and market access- especially when you have less people few resource

TRACK D

Sharing Best Practices in Launch Forecasting

Presented by EMD Serono

Networking and Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Is Generative AI Ready for the Healthcare Space?

Like in all industries, AI is leading the conversation in healthcare. But does it deserve this lofty perch and how should strategic leaders in the patient engagement space consider when, where, and most importantly HOW to use generative AI when building world-class patient experiences.

Presented by Insagic

TRACK B

Bridging Boundaries: Strategies and Cultural Considerations for Global Market Research

Presented by PharmaValue Partners (PVP)

TRACK C

Incorporating Risk in Early Stage Demand Research and Forecasting

Presented by Viscadia

TRACK D

Patient Empowerment

Presented by Lumanity

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

More Than a Feeling: Insights from Emotion Science for Communication Optimization

Presented by BioVid

TRACK B

Using AI Integrations in Qualitative Research: Strengths, Limitations, and New Developments

Presented by inVibe, a Division of THREAD

TRACK C

Leveraging Social Determinants of Health and Digital Literacy to Understand Your Audience

Presented by Real Chemistry

TRACK D

Improving Patient-Provider Communication: Designing Research to Impact Experiences in Healthcare

Presented by MarketVision Research

PARTICIPANTS MAY CHOOSE 1 OF 3 CONCURRENT TRACKS

TRACK A

What Role has DEI Played (will it continue to play) in the Evolution of the MR and Analytic Landscape within Pharma

Presented by Merck, Pfizer, and UCB

TRACK B

How Market Research is Perceived by the C-Suite and How Can MR Professionals Raise Its/Their Visibility

Presented by AstraZeneca, Bristol Myers Squibb, Daiichi Sankyo, Insmed, and SUN Pharma

TRACK C

Market Research and Strategy Integration

Presented by Abbvie, AstraZeneca, Chugai Pharma USA, and Merck

Networking Cocktail Reception

Registration & Breakfast in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 3 CONCURRENT TRACKS

TRACK A

How to Find the Perfect Subject Matter Expert for a Particular Market Research Project and Analytics

Presented by AstraZeneca, Novo Nordisk, and Rocket Pharmaceuticals

TRACK B

Market Research and Business Development

Presented by Bristol Myers Squibb, Horizon Therapeutics, Ionis, and Sanofi

TRACK C

Best Practices in Global Research

Presented by AstraZeneca, Bayer, Regeneron, and Teva

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

What Actually Happens When an Organization Embraces Behavioral Science?: 5 Key Takeaways from the Field

Presented by Argenx and Beesy

TRACK C

The Human Truth of Mental Health: How Narrative-based Research Tools Revealed Strategic Opportunities Within the Complex Topic of Mental Health

Presented by Brandtrust

TRACK D

Leveraging Demand Studies as a Driver of Change

Presented by Bayer and OptiBrand Rx

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Heartfelt Perspectives: Exploring the oHCM Patient Journey Using Digital Ethnography

In this presentation, speakers will outline how Research Partnership and Cytokinetics embarked on a journey to understand the lives, struggles, and triumphs of those living with Obstructive Hypertrophic Cardiomyopathy (oHCM), a rare and complex genetic heart condition.

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.

Presented by Cytokinetics and Research Partnership

TRACK B

Case Study: Can Progress in Artificial Intelligence Improve Insights Generated by Your Tracking Research?

Presented by Instar

TRACK C

Commercial Applications for EHR Data

Presented by Cerner Enviza

TRACK D

Surveys as a Conversation

i.e., using AI/LLMs to make surveys more flexible and conversational - and thereby collecting more valuable information for HCPs/patients.

Presented by ZoomRx

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Prompt Engineering in AI

Presented by Regeneron

TRACK B

Forecasting Launch Brands

Presented by Bristol Myers Squibb and Dewpoint Therapeutics

TRACK C

A New Paradigm for Insights: Illuminate and Anticipate the Evolving Needs of Your Customers

None of us are static. As we are exposed to new life experiences and respond to the social, economic, environmental, and geopolitical events of the world, our perspectives shift, as do our beliefs, our behaviors, and even our values.

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.

Presented by Organon

TRACK D

Reserved

“ASK THE EXPERTS” INTERACTIVE ROUND TABLES

Explore and capture the power of participants’ Insights and experiences and exploration of these topics in this fun and informal environment in small groups. Choose 1 of 7 concurrent round tables.
ROUND TABLE 1
Incorporation of Dynamic Analytics

Presented by Pfizer

ROUND TABLE 2
Expert vs Generalist Model - How We Cross-Train and Develop Across Market Research, CI, and Forecasting

Presented by EMD Serono

ROUND TABLE 3
Creating and Presenting Short Format Insights Story for Senior Leaders

Presented by Boehringer Ingelheim

ROUND TABLE 4
Market Research Process Improvement

Presented by Janssen

ROUND TABLE 5
Patient Centricity

Presented by Pfizer

ROUND TABLE 6
Integrated Insights with Real-World Data and Primary Research

Presented by AstraZeneca

ROUND TABLE 7
Are We Able to Do Better Segmentations Today Given Potentially Having More Behavioral Data

Presented by GlaxoSmithKline

NETWORKING LUNCHEON

Raffle Prize Announcements

Market Research Future Vision: AI and the Evolving Role of the Research Professional

One of the issues to address is the overlap between the use of the technology versus the interpretation/implications of findings –i.e. what is the evolution of the research role in light of the implementation of the technology. This session will address a futuristic perspective – e.g. 5 -7 years out.

Presented by AstraZeneca, Balchem Corp, and Bristol Myers Squibb

Summary and Key Takeaways By Advisory Board Members

Presented by AstraZeneca, EMD Serono, Immunovant, Janssen, Merck, Organon, Pfizer, and Regeneron

Conference Concludes