Agenda

See you in person at the Newark Liberty International Airport Marriott Hotel in New Jersey

MASTERCLASS WORKSHOPS
Tuesday, February 7, 2023
CONFERENCE DAY 1
Wednesday, February 8, 2023
CONFERENCE DAY 2
Thursday, February 9, 2023

Registration and Continental Breakfast

Designing and Executing Successful Primary Market Research Studies: Tips, Tricks, Best Practices

The workshop is aimed at market research managers of all levels of knowledge and experience and is designed to be a thought sharing platform for ideas that help maximize the value of market research projects.

The Lifescience Dynamics team will talk about decision making frameworks used when designing primary market research studies and share some tips and tricks used to improve the overall research quality. The workshop is meant to be an open forum for all participants where those with experience can share their knowledge and ideas for the benefit of all.

Presented by Lifescience Dynamics

Lunch

Quant Is for “What” and Qual Is for “Why” – Right?? Implications for Forecasting, Message Testing & Creative Concepts

Traditionally, market researchers use qual methods when faced with a ‘why” question and quant when faced with a ‘what’ question.

But as behavioral science forces us to re-think a lot of traditional methods, it’s time to rethink this one too. In this master class we’ll discuss how demand research, message testing, and concept testing should evolve to better mirror real-world decision making.

Presented by Fulcrum Research Group

Refreshment Break

Leveraging data and the digital medium in a changing pharmaceutical market place

An interactive case study driven session where the audience will be asked to react and work together to leverage tools available to enable their field, their doctors, and their patients in a changing market landscape.

The audience will take on the roles of key stakeholders in the modern omnichannel marketing and sales organization. Leaving this session participants will have a more holistic view of how to use data to inform promotional decisions and support sales and marketing efforts across teams.

Presented by TerSera Therapeutics

REFRESHMENT BREAK

Forecasting New Products in Oncology: Mindset, Methods, and Machinations

Dr. Ted Coletti is the architect of Novartis’ Oncology new product quantitative modeling since 2008, used for their acquisition, licensing, and early pipeline assets. In this workshop, Ted will review proper modeling practices and mindset, tips for generating good assumptions, and obstacles faced when trying to quantify cancer’s crystal ball.

Presented by Novartis

Concludes

Registration & Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: The Changing Landscape of Healthcare

Healthcare is complex, represents 20% of the U.S. GDP and is changing all the time. New partnerships and models are evolving - how will the pharmaceutical industry participate moving forward.

Presented by NYU Stern School of Business

Keynote: Market Research and Real World Evidence, two sides of the same coin: Interplay and synergies

The emergence of evidence-based medicine has led to the resurgence of importance of expert opinion and consensus to supplement data from RCTs and systematic reviews in clinical decision-making.

Consequently, understanding physicians’ attitudes, preferences, real-world-behaviors as well as real-world clinical outcomes has become pivotal to the success of any pharmaceutical product. In this talk, we explore how market research and real-world data play at times overlapping and at other times complementary roles to help us understand how medicine is practiced today and what it means for a given product.

Presented by Lifescience Dynamics

Networking and Refreshments in Exhibition Hall

Keynote: Executive Level Boardroom Discussions

Presented by Astrazeneca, Aveo Oncology, Bristol Myers Squibb, Merck, Pfizer, Regeneron, and Springworks Therapeutics

“ASK THE EXPERTS” INTERACTIVE ROUNDTABLES

(Explore and capture the power of participants’ Insights and experiences and exploration of these topics in this fun and informal environment in small groups.)
ROUNDTABLE 1
Was Ricky Bobby Right - “if you ain’t first, you’re last?”

We often hear our marketers ask us to find the winning concept but are we so focused on identifying the “ONE” we miss out on great insights and opportunities from the losers?

Are we missing opportunities for innovative methodologies and study design? And how do we handle the dreaded situation of reading out a report that starts with…all concepts performed well and relatively the same?
Join us for a spirited discussion where we’ll answer the question, is winning really everything?

Presented by Pfizer

ROUNDTABLE 2
Is PowerPoint Forever? Reporting Research Findings in 2023…and Beyond

Presented by Merck

ROUNDTABLE 3
Data Analysis and Forecasting

Presented by Takeda

ROUNDTABLE 4
Inflation Reduction Act and Pharma Product Launches

Presented by Janssen

ROUNDTABLE 5
Innovative Ways of Doing Research in an Environment of Increasing Technology and an Era of Increased Privacy Concerns

Presented by Organon

ROUNDTABLE 6
Patient Centricity

Presented by Bristol Myers Squibb

Networking Luncheon

Solutions to Add to Your Toolbox

TRACK A

How Are Tumor Boards Impacting Your Cancer Therapy or Diagnostic?

Multidisciplinary tumor boards play an important role in the management of both early-stage and metastatic cancer patients.

In our session we’ll discuss the role tumor boards play in cancer treatment, the dynamics between the various specialties represented, and how tumor boards affect how treatments and diagnostics are used.

Presented by Fulcrum Research Group

TRACK B

What? You Can Quantify Physicians’ Subconscious Behavior?

Traditional market research taps into physicians’ conscious behavior, which typically accounts for less than half of their decisions.

The rest of the decisions are subconscious and habitual, and difficult to capture. Behavioral economics provides the means to capture this subconscious behavior, and SRI is a pioneer in quantifying that behavior. It can also be aligned with Big Data to produce unique insights that are not available via traditional market research. We present HabitRx, a one-of-a-kind approach to capture and quantify physicians’ subconscious behaviors, along with real examples and case studies.

Presented by SRI

TRACK C

AI Augmentation for Deeper Unbiased Insights

The Women’s Healthcare Forecasting team at Bayer requested novel analyses monitoring changes along the patient journey to explain shifts in the Long Acting Reversible Contraceptives (LARCs) market since 2017.

Their main objective consisted in finding the root cause of a downward trend in IUD sales. The team aimed to understand the key stages of the deficit, from wider dynamics of social interaction to narrower dynamics of contraceptive choice.
Our pilot strove to leverage social listening via measuring the sentiment towards contraceptive products since 2017 (>6 m. Tweets) and performing a statistical comparison of our results to sales. Additionally, we utilized mobility data as a proxy of social interaction and antecedent to consumer action (>2 m. data points).

Presented by Campana Schott and Bayer

TRACK D

Reimagining Health Insights for our Mobile-First, Conversational World

While incremental advancements in market research techniques have occurred over the last 20 years; most still rely on traditional quantitative and (separate) qualitative approaches that predate the ubiquitous smartphone, high speed internet and instant messaging technologies that most people rely on today.

In this session, we’ll review how the world’s first scalable mobile conversational insights platform powered by chat, voice, and video is changing the way Fortune 500 companies conduct research; and how the results compare to traditional paginated ‘ask & answer’ surveys at capturing robust quantitative results while also eliciting deeper, more emotive qualitative insights in a single touchpoint. You’ll also hear directly from patients and physicians themselves on the conversational research experience and how it directly enhances their experience and engagement to drive deeper insights and support better business outcomes.

Presented by Reach3 Insights

Unlocking the Puzzle

TRACK A

Positioning Scientifically Advanced Treatments

In this workshop Noah Pines, CEO, ThinkGen, and Jit Mitra, Associate Director, Merck will discuss a novel technique to help brand teams do a better job of identifying and informing the unique customer mindspace territory for their brand – the all-important positioning.

As companies shift their focus to serious, and often rare disease states and pipelines are brimming with a host of new medicines that represent new mechanisms of action – gene therapies, immunomodulators, etc. – boiling down all of this amazing science to doctors and patients into a simple communication concept has become more difficult. To accomplish this within a highly regulated environment is a massive challenge for our marketing and market research clients who want to ensure they design the right market research methodology to support these novel medications. Current methodologies may not be best suited for these “breakthrough” products. Many doctors, even some who could be considered as KOLs simply did not have the frame of reference or context to evaluate these novel products.

Having worked on over 250 health care brands in his 30-year career, one of Noah’s observations that led to the development of this methodology is that the traditional research techniques employed to inform the development of the positioning statement have important shortcomings and pitfalls.

During this workshop, Noah and Jit will discuss an intuitive technique that delivers better results, one that allows the customer to be a more engaged partner in the co-creation of a positioning statement, and that gets deeper into the true essence of what positioning is: customer need identification. It’s called Customer Driven Positioning.

Noah and Jit will share how they worked together to develop and align around a positioning statement for the launch of a drug for rare disease in the cardiopulmonary space that checks all of the boxes – that is credible, yet aspirational; that speaks to both the science and the emotional texture of the brand; and that reflects a unique, ownable territory that a team can use to set its foundations to serve as a pillar of its marketing/communications/promotional strategy.

Presented by Thinkgen and Merck

TRACK B

Exploring the Holistic Patient Voice: From Keyboard Warriors to Passive Patients to Chatty Respondents

We all know how differently people can engage online versus in person.

(Haven’t we all encountered a “keyboard warrior” or two?)
The way a patient communicates and engages with a physician versus a peer online versus a moderator can provide very different insights into that patient’s experience. This session reveals how you can gain a universal view of patients by combining different perspectives on the patient voice via three research methods:
• analyses of authentic HCP-patient exam-room conversations
• patient interactions in online communities
• patients’ self-reflections prompted by researchers
Our discussion will illustrate how these methods illuminate different facets of patients’ disease experiences by exploring the underlying knowledge frames and belief systems, assumptions, attitudes, and perceptions. Using the evidence from social psychology and sociolinguistics, you will learn how patients’ conversational behavior and attitude expression depends on the audience and the communicative objective. The talk will highlight the power of combining multiple research methods within one project to derive rich, actionable insights.

Presented by Verilogue

TRACK C

Messaging Musts: Health Literacy & Behavioral Science, Both Competitive Advantages and Ethical Imperatives

• What is health literacy and why it is imperative to include in every single communication (it’s not just for patients!)

• How behavioral science and health literacy work together
• Key, actionable health literacy and behavioral science principles you can apply immediately

Presented by BVA Nudge Consulting

TRACK D

Conducting Primary Market Research to Improve Clinical Trial Retention and Recruitment

Presented by PharmaValue Partners (PVP)

Discovery Center

TRACK A

From Small Biotech to Big Pharma: How the Same Capability/Skill-Set has Applications Across the Spectrum

Presented by Bristol Myers Squibb and Dewpoint Therapeutics

TRACK B

How to Generate Insights When you are Data or Time Deprived?

In this session you will learn-

1) How to navigate and lead into actionable market insights in time crunch
2) How to proceed when there is not much or fluid data available especially in emerging markets
3) To pull in together these pieces to craft a robust insights story.

Presented by BeiGene

TRACK C

Using MR and CI Analytics to Succeed in Generics

The past 5-10 years have been very challenging for generics companies: buyer power has increased, the competitive intensity has only increased, and external forces have wrought havoc with supply chains.

The new paradigm for success in generics is speed, agility, and collaboration across functions; combined with a rigorous approach to analytics. Team members from CI/Market Research have an important role to play in informing pricing and stop/go decisions, revenue forecasting, and generating market insights.

Presented by Wockhardt USA

TRACK D

Are We Doing Enough Insights Work Early in the Development Process?

We often think of MR for our on-market assets, or ones that are close to launch. However, are we doing enough earlier in the development program to ensure we understand the ideal TPP, market size, etc.?

Networking and Refreshments in Exhibition Hall

Think Labs: Navigating Critical Challenges

TRACK A

Phase 2 is the New Phase 3

Branding Science Group will discuss rethinking conventional launch practices for pharma marketing and insights team. They will discuss the impact phase 2 activities have on subsequent success, why it’s NEVER too early to gather insight to build your brand, and the best practices that you can apply to your brand today.

Presented by Branding Science

TRACK B

The Truth about How Prescribers Answer Percentage Allocation Questions

In pharmaceutical demand studies, it is common practice to ask prescribers to allocate percentages across treatment options in order to quantify their expected future use of a new product.

However, the decision process that respondents use to determine these percentages are a black box—unknown to the marketing researchers, probably heterogeneous across respondents, and for many respondents, potentially not very accurate.

In this presentation, we present the outcomes from original research conducted with prescribers to investigate the decision process and mental calculations that respondents actually use when they answer percentage allocation questions. We show the specific challenges that physicians encounter when responding to these questions and how these challenges translate into significant sources of error in the resulting data. Our presentation concludes with actionable recommendations for improving the accuracy of demand studies.

Presented by AplusA

TRACK C

Why Diversity Matters to Patients

How does a diverse patient audience feel about representation among their own physicians?

Presented by InCrowd

TRACK D

Reimagining Journey Mapping

Presented by Lieberman and Quest Diagnostics

TRACK A

Product Design: Can the Commercial Organization Change It?

Veritas est, and MindMed, discuss how market research can inform and help guide clinical and scientific teams to develop treatments that customers want.

With customer lead approaches, science can be applied to clinical and practical considerations. Changing a paradigm starts with the customer – meeting their real world needs and expectations is the first step in transformative developments.

Presented by Veritas est

TRACK B

The Recipe for Behavior Change: The Most Robust Academic Model Applied for Commercial Success

At the heart of many market research challenges is a behavior change problem. But how do we tip the scale to actually change behavior?

In this session, you’ll hear about the most robust model of human behavior change, the COM-B model; how to apply it, and a case study where it helped Janssen to classify their barriers in a way that helped them think strategically about what they needed to do.

Presented by HRW and Janssen

TRACK C

In Search of the Bullseye: Looking for Who Will Benefit Most From What a Brand Offers

Ever notice that traditional segmentations tend to produce similar results to which we just assign different names? And that there’s no guarantee that the characteristics even link with behavior or are actionable? Us, too.

Eli Lilly and Company and Escalent joined forces to rethink the traditional segmentation approach, moving away from cluster-based models that represent segments as discrete groups. Why? Because humans don’t fit neatly into strict categories that are mutually exclusive and consistent over time. Nearly every patient indicated for a product is a potential target, but certain factors make some patients more inclined to be interested as well as a better strategic target. This bullseye approach to pinpoint what makes someone more or less interested in what a brand offers provides a logical way to invest marketing efforts. Join Peyton Allan of Eli Lilly and Company and Katarina Johnson of Escalent as they share how they applied this approach to help transform the health of millions by enabling:
• Richer, more actionable results for a product launch
• Improved timeline and costs
• Enterprise learning that reduces effort for future product launches

Presented by Escalent and Eli Lilly

TRACK D

Elevating Your Concept Testing with AI Powered Insights and Analytics

Pharmaceutical companies strive to develop the most effective communication assets for their brands in order to maximise their impact. The challenge though is in identifying the messages and concepts that will have the greatest impact and influence with customers.

In recent years, the pharmaceutical industry has significantly transformed the way it communicates with physicians, patients and payers. The methods used to develop assets have quickly evolved as marketers are forced to develop more persuasive, behaviour change messaging for their brands. Similarly, the delivery of those messages have also evolved with the introduction of new channels and technologies. The way in which pharmaceutical companies test their concepts and messages needs to evolve in line with this.

With many pharma marketers believing that healthcare communications will become much more complex in the future, there is an urgent need for advanced methodologies to test, evaluate, and optimise their marketing assets.

At Research Partnership, we have developed a Behavioural Science led approach that ensures clients get a true reflection of how their communications materials are consumed and processed by customers. The multi-dimensional approach combines traditional primary research with new, innovative technologies, delivering not just the considered (system2) responses of the customer but also the system1 reactions in terms of where attention is focused, the emotions generated and the elements which will ultimately be retained.

In this paper, we will demonstrate how each of the various components of this new approach offered complementary benefits for a recent project to evaluate creative concepts:

Traditional qualitative TDIs
AI software to understand the locations and quality of attention
Facial analysis to understand the implicit emotions generated
Retention interviews to explore availability bias and retention of messages

To demonstrate how the approach works, we will share an AI analysis (using Dragonfly AI) of past award winning marketing campaigns to demonstrate the “Attention Matters” and highlight how some of those campaigns could have been even further optimised.

Presented by Research Partnership and Janssen

Perspectives from Pharma

TRACK A

Portfolio-Level Market Research

Presented by Bristol Myers Squibb, Daiichi Sankyo, Merck and Pfizer

TRACK B

Cutting through the Clutter: Improving the Design and Reporting of Studies to Yield More Actionable Insights

Presented by Astrazeneca, Merck, Moderna, Sanofi, and Teva

TRACK C

Building Genuine Career Paths for Pharmaceutical Market Researchers

Presented by Aveo Oncology, Bayer, EMD Serono, Merck, and Takeda

Networking Reception

Registration & Breakfast in Exhibition Hall

Engagement: High Level Debate and Discussion

TRACK A

Championing Evidence-based Customer Insights – Challenges & Opportunities

Presented by AstraZeneca, Bayer, Keros Therapeutics, Optinose, Regeneron, Tolmar Pharmaceuticals, and UCB

TRACK B

Insights and Learnings from Assessing Oncology BD Opportunities

Presented by AbbVie, Bristol Myers Squibb, and Pfizer

TRACK C

Agile Market Research in Rare Disease

Presented by Ionis, Merck, Novo Nordisk, and Regeneron

Idea Labs: Gain New Insights

TRACK A

Multi-Modal Approach to Enrich Patient Journey Mapping

Presented by Lifescience Dynamics

TRACK B

Therapeutic Inertia May Well Be Your #1 Competitor in Chronic Conditions (A Behavioral Science Study of Common Physician Behavior)

Therapeutic inertia is a real and pervasive issue that impacts patient outcomes and product uptake.

Many of the drivers of therapeutic inertia are behavioral/non-conscious (related to risk, effort and ambiguity, amongst other aversions). In this presentation, Elys Roberts, BEESY Founder & CEO, and Gina Lapekas, Biomarin Brand Director & HCP Lead will show you how to discover these hidden drivers of inertia and barriers to product uptake, and how to address them in-market.

Presented by Beesy and Biomarin

TRACK C

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

Mental health awareness efforts and evolving portrayals in mainstream media have greatly reduced stigma for those experiencing a variety of mental health conditions, but misunderstandings around mental illnesses persist.

Any misalignment between professional perceptions and the human experience of these conditions can create barriers to successful treatment—or opportunities to support lasting change and wellness for patients.

Join Brandtrust and EMI Research to learn how they leveraged Narrative Inquiry – a proprietary narrative-based qual-quant methodology – and strategic sample blending to go deeper on this complex topic and reveal actionable insights that have the potential to dramatically reframe how we think about, and treat, mental health issues.

In this session, you will learn about:

• How pairing agile narrative-based qual-quant research methodologies with strategic sample blending can provide deeper, more actionable strategic insights
• How the general public thinks and feels about mental health today, in their own words
• The keys to building, repairing and supporting mental wellness, including barriers and nuances specific to gender associations

Presented by Brandtrust and EMI Research Solutions

TRACK D

AI-Powered Persona Development: Leveraging Social Determinants of Health and Digital Literacy to Understand Your Audience

Presented by Real Chemistry

Advancements and Innovations

TRACK A

The Marketing Blind Spot: What Eye Tracking Tells Us about What We Don’t See

Presented by OptiBrand Rx

TRACK B

Change is the Only Constant: Regulatory Developments and Global Research

This presentation will discuss the requirements of (and challenges related to) China's Personal Information Protection Law, what the revised SCCs mean for our GDPR obligations (and what to expect from the UK), and new data protection laws in California, Virginia, and Colorado.

Presented by MarketVision Research

TRACK C

The Evolution of the Patient Empowerment: Strategic Early Warning Intelligence for Improving Research Design

Through specific examples, this presentation will provide scenarios on the evolution of patient empowerment that decision makers ignore at their own peril. Specific topics to be covered include:

• Patients do matter: Quick review of the growth of patient influence from company talk to action
• The next phase: How AI, big data, and advocacy will drive ecosystem change
• Scenarios to monitor and incorporate into research

Presented by Lumanity

TRACK D

AI. What You Really Need To Know

“Artificial Intelligence, deep learning, machine learning — whatever you’re doing if you don’t understand it — learn it. Because otherwise, you’re going to be a dinosaur within 3 years.” - Mark Cuban

Get ready to feel uncomfortable and energized at the same time!
This talk is about demystifying AI and getting a good understanding of what it is and how it works. It may even catalyze a new business idea…the learning possibilities are endless!
ALERT. This is for the curious learner and those that are interested in chasing progress.

Presented by Docreplay.ai

Networking and Refreshments in Exhibition Hall

“ASK THE EXPERTS” INTERACTIVE ROUNDTABLES

(Explore and capture the power of participants’ Insights and experiences and exploration of these topics in this fun and informal environment in small groups.)
ROUNDTABLE 1
Applications and Caveats to Use of Artificial Intelligence/Machine Learning Technology in US Oncology Drug Commercialization

Presented by EMD Serono

ROUNDTABLE 2
The Use of Design Thinking for Better Market Research

Presented by Regeneron

ROUNDTABLE 3
Building Strong Partnerships Between Pharma Clients and MR Agencies

Presented by Boehringer Ingelheim

ROUNDTABLE 4
Asking Right Questions for Proactive Insights Plans

Presented by AstraZeneca

ROUNDTABLE 5
How Is Market Research Still Indispensable in the Era of Big Data?

Presented by Merck

Networking Luncheon

Raffle Prize Announcements

Data and Insights Integration

Presented by AbbVie, AstraZeneca, Balchem Corp, Bristol Myers Squibb, Janssen, RegenxBio, and Regeneron

Summary and Key Takeaways By Advisory Board Members

Presented by Astrazeneca, Aveo Oncology, Bristol Myers Squibb, Merck, Pfizer, Regeneron, and Springworks Therapeutics

Conference Concludes