Agenda

Coming Soon

CONFERENCE DAY 1
Tuesday, February 6, 2024
CONFERENCE DAY 2
Wednesday, February 7, 2024
MASTERCLASSES
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

Turn ChatGPT into Your Market Research Assistant: Basics of Using Generative AI for Crafting Your Own Market Research Study

With the power of large language models available to us practically free of cost, we have been exploring the different ways in which they can be applied to a variety of market research tasks to rapidly generate usable outputs. Join us in this hands-on workshop to learn through examples and exercises while also having some fun with the chatbots! Don’t forget to bring your laptops.

Presented by Lifescience Dynamics

Networking Lunch

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

Choosing a methodology—qualitative vs quantitative—has traditionally meant choosing between the larger sample size of quant vs the deeper engagement and broader array of exercises possible in qual.

But with innovations in survey programming it’s now possible to get qual-level engagement within an online quant format. In this presentation we’ll discuss how to take advantage of the new ways in which online surveys can present information and capture date to provide a level of ‘why’ that was traditionally possible only in a qualitative setting.

Presented by Fulcrum Research Group

Refreshment Break

Segmentation That Goes Beyond Prescribing Propensity

Presented by Veritas est

Masterclass Workshops Conclude

Registration & Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: Accelerating Progress & Impact for DEI in Healthcare

The keynote will emphasize the significance of evidence-based strategies for advancing diversity, equity, and inclusion (DEI) in healthcare.

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.

Presented by Johnson & Johnson

Keynote: Future Innovations in Healthcare: From Dreaming to Community Health

Since its beginnings, biotechnology has become more nuanced and personalized and today gene therapy in particular holds tremendous promise to cure debilitating conditions.

• 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

Presented by Ocugen

NETWORKING & REFRESHMENTS IN EXHIBITION HALL

Will Generative Ai Change How We Do Qualitative Market Research?

As the dust starts to settle on the hype surrounding generative AI, it is time to take a look at the possibilities it has opened up for the field of market research. In this talk we take a look at what large language model based AI is able to offer marker researchers and where the natural evolution of the existing AI technologies could one day lead to.

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 6 concurrent round tables.
ROUND TABLE 1
Generative AI: Building for the Future and Overcoming Barriers to Success

Presented by KJT

ROUND TABLE 2
Incorporating Social Determinants of Health (SDOH) into Insights Work

Presented by C Space and Serapta Therapeutics

ROUND TABLE 3
Using Design Thinking for Better Market Research
• Defining What it Is and Value it Provides
• Blinded examples (group) of how it has been used in different types of market research
• Lessons learned along the way

Presented by Merck

ROUND TABLE 4
AI, NLP Applications in MR (primary, syndicated, secondary data)

Presented by J&J Innovative Medicine

ROUND TABLE 5
How to Partner With Your Brand Teams Instead of Just Presenting Results

Presented by Ferring Pharmaceuticals

ROUND TABLE 6
Expert vs Generalist Model - How We Cross-Train and Develop Across Market Research, CI, and Forecasting

Presented by EMD Serono

Networking Luncheon

Participants may choose 1 of 4 concurrent tracks

TRACK A

How Combining MR & CI Can Make Forecasts More Insightful (and Less Painful)?

Integrating market research and competitive intelligence can produce superior insights by combining market context with the voice of the customer.

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.

Presented by Fulcrum Research Group

TRACK B

Testing a Large Number of Messages – Can Machine Learning Help?

At times marketers prefer to test 50 or more messages accurately. Conventional techniques such as Max-Diff cannot handle such large number of messages and an innovative approach is needed. We present a novel platform that is capable of addressing this gap.

Presented by SRI and Merck

TRACK C

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 InCrowd

TRACK D

Accelerating Patient Engagement With Online Healthcare Communities

This session is intended for pharma, biotech and medical device stakeholders. Attendees will gain valuable insights into leveraging online communities as powerful tools to enhance communication, empower patients, and forge stronger connections for participating patients.

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.

Presented by Borderless Access

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT TRACKS

TRACK A

Mountains of Real-World Data but Molehills of Actionable Insights? Strategies to Uncover Hidden Intelligence

The amount of data available and accessible by biopharmaceutical companies frequently exceeds the insights that are generated. This presentation discusses different ways of uncovering insights from real world data assets.

Presented by APLUSA

TRACK B

Uncovering the Hidden Layers of Emotion

Presented by Integro and Merck

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

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

In this session, Newristics will share insights from a large scale meta-analysis of 10,000s of pharma messages tested in 100+ quantitative market research studies with HCPs and patients.

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!

Presented by Newristics

PARTICIPANTS MAY CHOOSE 1 OF 3 CONCURRENT TRACKS

TRACK A

Leveraging Knowledge Management for Market Research

Presented by Regeneron

TRACK B

Sharing Best Practices in Launch Forecasting

Presented by EMD Serono

TRACK C

Integration of Behavioral Science Insights in Market Research

Presented by Merck

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

Deepening Brand Insights: Partnering with R&D in Early Commercial Market Research For Brand Success

Have you experienced silos between the R&D and commercial teams within your organization or the organizations you partner with?

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.

Presented by PharmaValue Partners (PVP)

TRACK C

Incorporating Risk in Early Stage Demand Research and Forecasting

Presented by Viscadia

TRACK D

The Power of the Pediatric Voice to Elevate Drug Development and Commercial Strategy

As pediatric products and indications increase in the market, understanding the youth perspective is vital.

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.

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

Breaking the Mold: Leveraging Global Social Listening to Reimagine Clinical Trial Design

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

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

Presented by Bayer, Bristol Myers Squibb, Novo Nordisk, and Sun Pharma

TRACK B

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

Presented by Amicus Therapeutics, Daiichi Sankyo, Merck, Stemline Therapeutics, and Sumitomo

TRACK C

Oh *@$!%… Another BD Request

Presented by Bristol Myers Squibb, Dyne Therapeutics, Ionis, and Merck

Networking Cocktail Reception

Registration & Breakfast in Exhibition Hall

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 Novartis, Regeneron, Shionogi, and UCB

TRACK B

Best Practices in Global Research

Presented by AstraZeneca, Merck, Pfizer, and PTC Therapeutics

TRACK C

Market Research and Strategy Integration

Presented by Abbvie, Chugai Pharma USA, and Merck

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?

The business of HCP market research, like most things, has had to weather the impacts of the COVID pandemic. Of course, there is more reliance on virtual research methods post-pandemic but that is merely surface-level change. We attempt to probe deeper, and find out from HCPs directly how they view participation in market research now and how market researchers can adapt to ensure they are getting the maximum value from their projects.

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

Centering Patients as People: A Practical Guide to Incorporating Patient Centricity in Market Research

As marketers and market researchers, we are deeply familiar with the mechanics of the treatments we bring to market for patients, caregivers, and healthcare professionals. From a medication's efficacy to its side effects, drug and brand are often the default lens through which we see the world.

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

Presented by Brandtrust and AstraZeneca (formerly)

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

Advances in Data and Technology Create a New Paradigm for Decision Making in Pharma

Presented by Oracle Life Sciences

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 3 CONCURRENT TRACKS

TRACK A

Prompt Engineering in AI

Presented by Regeneron

TRACK B

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 C

Market Research Communities – A Liability or a Necessity

Presented by Merck

“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 5 concurrent round tables.
ROUND TABLE 1
Integrated Insights with Real-World Data and Primary Research

Presented by AstraZeneca

ROUND TABLE 2
Diversity in Recruiting, and Avoiding Unconscious Bias

Presented by EMD Serono

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

Presented by Boehringer Ingelheim

ROUND TABLE 4
The Future of Market Research May Not Be What You Are Expecting

Presented by Organon

ROUND TABLE 5
New Product Planning Research

Presented by Regeneron

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