AGENDA

Powerful sessions in various formats (presentations, panels, and round tables) from expert speakers hitting groundbreaking territory and discussing what matters most.

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SPEAKERS

Distinguished industry leaders who come prepared to actively engage and share the latest insights.

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SPONSORS/EXHIBITORS

The world’s leading biotech and pharma companies that are pushing the industry to innovate and adapt.

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CONFERENCE DAY 1
Tuesday, June 13, 2017
CONFERENCE DAY 2
Wednesday, June 14, 2017

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: The Future of Bio-Tech: Tech-Bio

Dr. Guy Miller, Chairman and CEO, BioElectron

Technology companies are leading the way solving complex problems using big data, artificial intelligence, and machine learning.

The future of biology will hinge on employing analogous approaches and tools to solve complex problems of living systems. What will this transition look like, who will lead it, and how fast will it occur? Will these disruptions come from within or from outside the life science business ecosystem? What are the determinants for success in this new emerging tech-bio landscape?

Keynote: Silicon Valley VC’s View of Consumer Health

Lyon Wong, Co-Founder, Spectrum 28

Networking & Refreshments in Exhibition Hall

Keynote Panel: Reaction/Response to Keynote Presentations

(panelists are Advisory Board Members)
Mallika Ann Ambat, Senior Director, Market Research, Actelion Pharmaceuticals
Anne Hale, Business Analytics and Insights NA Lead, Pfizer
Ashley Kline, Director, Product Marketing - Retina, Santen, Inc.
Patti Dame Rohrmeier, Sr. Director, Market Research, Depomed, Inc.
Ruchi Varshneya, Senior Director, Corporate Marketing, Abbott

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Reinventing Biosimilars: Opportunities and Challenges

Steve Lehrer, CEO, Cipla BioTec

TRACK B

Advanced Tools and Approaches in Market Access Research​

Denise Woltemath, Vice President/Custom Research, Health Strategies Group

The workshop will look at advanced tools and approaches used to identify what drives payer decisions for product access.

We will review a case study that highlights how product benefits can be leveraged as well as the impact of new entrants and indications on this product.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Maximizing the Value From Communications Research

Greg Geddes, Director, Market Planning & Analytics, Seattle Genetics
Guy Smith, Vice President, Branding Science

Communications research follows a tried and tested approach where materials are evaluated on a set of pre-defined set of criteria and if enough boxes are checked the green light is given.

In this discussion we give the low down on what differing stakeholders in the process truly think about communications research (including respondents, marketing and their advertising agencies) and take a look at ways we can build upon the tried and true approaches to maximize its value.

TRACK B

Using Endpoint Attributes to Quantify Differences Between Objective and Perceived Performance of Agents

Steve Bell, Senior Partner, AplusA Bell Falla
Peggy Lemen, Senior Manager, Amgen

We discuss how clinical trial endpoints and other “objective” properties of an agent—our “endpoint attributes”—can be used as product attributes in quantitative marketing research studies.

Instead of asking respondents for their perceptions (ratings) of agents on traditional attributes such as “efficacy,” we ask respondents to indicate what they believe to be the agents’ objective performance on endpoint attributes such as “overall survival (in months).” In the data analysis, differences between perceived reality and objective reality can be highlighted for purposes of actionable recommendations. We also show how to estimate the stated and derived importance of endpoint attributes.

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Being in Tune With the Mind

Peter Simpson, Principal, Segmedica, Inc. and xsperient

Everyone wants to understand so called “emotional drivers” and better influence market behaviors.

What is the best way to do this? We say by understanding basic brain science and using methodologies and designing research that follows brain processes. Over 15 years we have studied and researched this in the healthcare space and invite you to see some of our latest findings and learn how to make research more insightful and effective.

TRACK B

How to Avoid the Pitfalls of Brand Positioning; An Applied Anthropology Thinking Approach

Johanna Faigelman, Founding Partner, CEO, Human Branding
Sarah McNab, Partner, CSO, Human Branding

We all want our brand to satisfy a number of strategic criteria:

Addresses a target’s need
• Be credible in the eyes of customers
• Is motivating – creates new behaviors (e.g., changes prescribing behaviors), changes perception
• Is differentiated from the competition
• Is future-forward, not pigeon-holed in the present
• Works across current and future indications and markets
• Is sustainable over time, as markets and categories change
• However, pharma marketers often fall into pitfalls when developing brand positioning. We’ll highlight 3-4 pitfalls and provide real world examples of what this looks like;

Pitfalls:
1. Positioning is too product-focused
2. Positioning that does not go high enough up the Brand Ladder
3. Positioning that’s not single-minded
4. Positioning work that’s done too late

At Human Branding, we have a four-step approach to avoid these pitfalls and ensure a solid brand positioning that meets strategic criteria.
1. Mapping the competitive set
2. Building the brand benefits ladder
3. Decoding the brand essence
4. Honing in on optimal brand positioning territories & positioning statement

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Maximizing Value: Market Research & Collaboration Among Other Departments Within an Organization

Jami Krueger, Director, Global Insights, Align Technology
Scott Tackett, Sr. Director, Global Healthcare Economics, Market Access & Customer Analytics, Intuitive Surgical
Lori Tarabek, Global Market Research Manager, Abbott Diabetes Care
Harsh Tiwari, Franchise Lead, Market Analysis & Strategy, Genentech

TRACK B

Physicians’ Opinions on MR Methodologies

Moderators:
Laetitia Bodivit, Director, Lifescience Dynamics
Toni Prince, Sr. Business Analyst, Lifescience Dynamics
Panelists:
Dr. Nitish Badhwar, MD, Cardiologist
Dr. James Chun, MD, Cardiologist
Dr. Jean Jacques Garbarz, MD, Psychiatrist
Dr. John Hixson, MD, Neurologist
Dr. Meg Newman, MD, Internist

Evening Socializing & Networking Reception in Exhibition Hall

Registration & Networking Breakfast in Exhibition Hall

Networking Round Table Sessions 1

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT ROUND TABLES
ROUND TABLE 1
How Might the Trump Administration Influence the Practice Dynamics and Economics of Medicine, and How Should Pharma Respond?
Keith Lui, Vice President, Marketing, Versartis, Inc.
ROUND TABLE 2
From Value Creation to Value Maximization: the New Era of Commercialization
Ashley Kline, Director, Product Marketing - Retina, Santen, Inc.

Networking Round Table Sessions 2

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT ROUND TABLES
ROUND TABLE 3
How Might the Trump Administration Influence the Practice Dynamics and Economics of Medicine, and How Should Pharma Respond?
Keith Lui, Vice President, Marketing, Versartis, Inc.
ROUND TABLE 4
Gilead Treatment Expansion Program
Ahmed Afifi, Head of Strategic Planning - Access Operations & Emerging Markets (LatAm - Africa - Asia Pacific), Gilead Sciences

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Patient Centricity: Keeping Patients at the Forefront

Will Simpson, Research Manager, Research Partnership
Tom Winter, Director, Research Partnership

Patient centricity is a term we are hearing more and more, it is a phrase that is rapidly becoming an industry catch phrase.

As patients become increasingly involved in their own health and healthcare systems demand more evidence of outcomes, pharmaceutical organisations have been moving towards a business model that puts patients at the heart of everything they do. In this paper we will deliberate the meaning of patient centricity and why it is so important, the impact of patient centricity on pharma/biotech, discuss relevant case studies on supporting patient centricity through research and finally considerations for the future for patient centricity.

TRACK B

Once Upon a Study: Narrative Study Design in Pre-Diabetes Behavior Change

Steve Martino, Co-Managing Partner, M Health
John Surie, Customer Insight Director, M Health

Human beings have been telling stories for thousands of years. Stories help us organize information, transmit values, form community, and make sense of the world around us.

What if we applied the uncanny power of storytelling to the actual design of qualitative research studies? This case study shows how narrative study design yielded rich insight into the motivation and behavior of people at-risk for developing diabetes.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Consumer and Market Insight Driven Product Innovation in Medical Devices

Ruchi Varshneya, Senior Director, Corporate Marketing, Abbott

TRACK B

Market Research and Data Analytics with Specialty Drugs

Ryan Cowell, Director, Business Analysis and Information, Amgen

Networking Luncheon

Announcement of Raffle Prize Winners

Developing Interventions Targeting the Microbiome

Colleen Cutcliffe, CEO and Co-Founder, Whole Biome, Inc.

iAdBoard®: An Online Solution for Traditional Market Research

Laetitia Bodivit, Director, Lifescience Dynamics

• Pros and cons of online research and bulletin board solutions

• What do respondents think of the online experience?
• The client’s prospective
• A case study with both physicians and payers

Summary & Key Takeaways

(panelists are Advisory Board Members)
Mallika Ann Ambat, Senior Director, Market Research, Actelion Pharmaceuticals
Meghna Chowdary, Executive Director, Strategic Insights and Analytics, Relypsa, Inc.
Anne Hale, Business Analytics and Insights NA Lead, Pfizer
Ashley Kline, Director, Product Marketing - Retina, Santen, Inc.
Patti Dame Rohrmeier, Sr. Director, Market Research, Depomed, Inc.
Ruchi Varshneya, Senior Director, Corporate Marketing, Abbott

Conference Concludes