However, mechanisms of monitoring therapeutic response or disease progression have relied on methods that are low resolution whether in information or time. What is the future of cancer biomarkers and monitoring? What are the new methods and approaches?
What are their motivations for taking part? What do they enjoy the most? What would they like to see pharma companies change? Join us to get a rare peek into the world of pharma market research from the respondent’s perspective.
We will review key aspects of evaluation and what will be required by companies that bring this new technology to market.
We need to think beyond “rational and emotional drivers” and single tools such as Behavioral Economics, and promote an integrated view of psychological, anthropological and sociological mechanisms that come together to drive choices and behaviors.
In this session we’ll explain the mental processes that lead to behavior and we’ll show how this process is both important and of practical use while suggesting ways forward for both client and vendor side attendees.
But just because people like our products (or our messages) doesn’t mean they’ll act on it. We know that attitudes are poor predictors of behavior. Have we been doing this all wrong? The real relationship between attitudes and behavior may surprise us. Counter to the conventional wisdom that attitudes drive behavior, the truth (at least one truth) is that behaviors shape attitudes. The act of doing something actually changes people’s beliefs about that thing. How can we use this knowledge to improve patient outcomes? If we know what drives behavior, we can get people to act in favor of their heath, and trust that their attitudes and beliefs will follow. And if getting people to act is our primary goal, why do we invest so much research energy measuring attitudes? In this presentation, we share evidence and relevant examples that demonstrate the importance of taking a behavior first approach – that is, measuring behavior and behavioral intent over attitudes. We’ll present the results of our own research – parallel studies that demonstrate measuring behavior instead of attitudes can lead to different outcomes; and we’ll discuss the implications for pharma marketers and for marketing research.
Unmet clinical need is important to help inform adoption rates for forecasting. At the same time in molecular diagnostics, unmet payor needs is critical to reimbursement. If a test is not reimbursed and a patient is left with a very expensive out of pocket charge, adoption will be impacted. This session will address market research tools to tease out unmet needs as viewed through both the lens of physician and payor.
We hear that we can do better work if we incorporate BE into our process. But it’s not always obvious why BE should matter to researchers. In fact, it’s not always clear what “BE” means.
This talk focuses on what healthcare market researchers should know about BE. We briefly review several major theoretical approaches, then lay out implications for methodology and insights generation. Ultimately, people should leave this talk better able to use BE principles constructively to enhance their market research.
We’ll demonstrate how storytelling to craft more impactful presentation decks and immersion activities and mixed media can engage your clients and help them internalize and evangelize the learning.
Simulating a competitor’s launch or a response to your product’s launch can be the difference between success and disappointment.
By walking in competitor’s mindset and simulating their competitive messaging with customers, we can then fortify our strategy, tactics and protect our product use. The optimization of our business performance lies in the intersection of these three perspectives.
When standardization can be achieved, artificial intelligence and big data approaches can be more effectively deployed to drive down costs per data point.