What is the role of technology in supporting the relationships between these groups and market researchers? What values can inform and inspire the work and ultimate products of market research in the life sciences?
Join Dr. Newman in this keynote about the values and the pathways that make market researchers effective in getting the best information and making market research a truly bi-directional process.
Dr. Newman has a 20-year history in Health IT development, implementation, and strategy. He has designed, built, and managed applications, including those for medical residency administration, billing, and clinical care; to promote collaboration between physicians; and to ease the adoption of electronic medical records systems.
In his current role at Salesforce, he is responsible for success across provider, payer, pharmaceutical, and medical device and diagnostics companies, and for the Salesforce Health Cloud.
Prior to Salesforce, he worked as a practicing family physician and Assistant Clinical Professor of Medicine at UCLA with a research focus on health information technology.
Dr. Newman received his MD from the University of Illinois at Chicago (UIC), and completed his residency in Family Medicine at the Advocate Illinois Masonic/UIC program. He also completed a Robert Wood Johnson Clinical Scholars Program at UCLA, a postgraduate fellowship, and received an MSHS degree in Health Services.
Market Research alone is no longer enough. Hybrid projects provide many advantages. A 360-degree view of the market from the lenses of patient/healthcare professionals/competing companies and payers is provided ensuring strategic insight and foresight. These types of projects feed into each other, thus turning out faster results and producing a higher quality of deliverables. Therefore you not only gain a competitive advantage, but you sustain it.
Testing those messages to arrive at the optimal brand story can be onerous. All too often, brand teams are forced to sacrifice potentially good messages to fit constraints imposed by traditional research methods. What if there were a better way? Fortunately, there is.
Using a case study from a top global pharmaceutical company, this session takes a deep dive on StoryOPT, an innovative approach to brand story optimization. We will discuss how this approach employs adaptive techniques to test as many as sixty (60) individual messages in a series of simple exercises, and then applies statistical models to score and identify the most impactful combination of messages for your brand story AND the best order in which to communicate them.
Tapping into new sources like social media, blogs, news feeds, etc. it’s now possible to gain insights into customers, markets and competitors in completely new ways. This talk offers an overview of:
– Tools and skills needed in a modern Insights function
– Case studies of how to deploy such tools to answer real business questions
– Guidance on how to combine new and traditional Insights techniques
This session will cover new innovative tools that work at the speed of the market including:
· Rapid response research that can monitor market and brand trends, as well as evaluate messaging, resources, impact and potential new product assets
This has led to a fragile push and pull, with respondents expecting higher compensation, while highly varied FMV rates are consistently offered for studies of similar scope. In the face of increased demand and declining response rates, market research and sample partners are often forced to undertake complex recruits with declining or highly variable incentives, based on leadership positions, years in practice, and number of publications. Often FMV rates are based on data that were collected several years ago, with no annual increases to reflect inflation or market changes. The end result: less than optimal sampling approaches, not achieving sample sizes or a final respondent mix that may not be representative of the desired target audience (and many more challenges to be discussed and identified during the session).
This session will provide the Client Perspective (Novo Nordisk), Market Research Partner Perspective (KJT Group) and sample partner perspective (SHC) to address important questions such as:
• How is FMV determined by pharmaceutical and medical device manufacturers?
• What are the implications of var iable incentive amounts based on experience?
• What do doctors expect to be compensated for different types of research engagements?
• How are manufacturers, market research firms, and sample providers addressing these issues?
• What can we do as an industry to protect our most valuable asset, and ensure the integrity of our data and our insights?
Everyone has a story of how powerful insights were unrecognizable in the final marketing activation. See how critical insights for major brands live long after the research is over. Discover how utilizing human centric frameworks can guide brand and marketing teams in activation and operationalization of insights while creating alignment and driving business impact.
Top 3 Take-Aways:
1. Understand why human centric frameworks should live in each of our toolkits
2. Learn how frameworks leverage your consulting, synthesis, and story skills
3. Identify ways to leverage frameworks to drive broad alignment in your organization
It will also chronicle key developments – and look ahead – on important topics including global pricing, innovative partnerships, and the Affordable Care Act.
2. Avenues/frameworks to gather external customer feedback
3. Avenues/ frameworks to gather internal feedback
4. Executing on feedback into actionable items for generating organizational advantage