FEBRUARY 7-8, 2024, NEWARK, NJ
Agenda
Coming Soon
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
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
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
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