Agenda

CONFERENCE DAY 1
Tuesday, June 11, 2019
CONFERENCE DAY 2
Wednesday, June 12, 2019

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: Future of Biotech/Pharma

Keynote: Propagating values through life sciences market research and technology

Market research in the life sciences connects with important constituencies. Patients, providers, and purchasers share their perspectives and concerns as a part of this process.

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.

Joshua Newman, MD MSHS, Chief Medical Officer, Salesforce

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.

Keynote Panel: Reaction/Response to Keynote Presentations

Presented by Abbott, Actelion, Dermira, Genentech, Gilead, Neurocrine Biosciences, Omeros, and Portola

Networking & Refreshments in Exhibition Hall

“ASK THE EXPERTS” INTERACTIVE BREAKOUT Round tables Session 1

(Explore and capture the power of participants’ insights and experiences. Delve into these topics in this fun and informal environment in intimate groups.)
BREAKOUT ROUND TABLE 1
AI/Machine Learning in Market Research

Presented by Gilead

BREAKOUT ROUND TABLE 2
Patient Market Access/Rx Fulfillment Issues

Presented by Theravance

BREAKOUT ROUND TABLE 3
Translating Market Research Demand Studies into Forecasts

Presented by Genentech

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Holistic Approach to Business Issue Research Using MR, CI and MA P&R

Successful product launches or commercialisation strategies must have compelling value stories for all key stakeholders.

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.

Presented by Lifescience Dynamics


TRACK B

Getting Your Story Straight: Optimizing Brand Story Flow

Having a strong brand story is critical to cutting through the clutter and getting the right message to the right audience.

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.

Presented by AplusA Bell Falla

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Incorporation of Market Research for Competitor Readiness Reviews with your Management

Presented by BioMarin

TRACK B

Market Insights in the Digital Era

The abundance of data in the digital world offers a unique opportunity for Market Research (MR) and Competitive Intelligence (CI) professionals.

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

Presented by Roche

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

How a Deeper Understanding of Your Customers’ Habits Can Help You Market Your Product More Effectively

Understanding how to develop and execute marketing plans based on habit, the primary driver of customer behavior.

Presented by ThinkGen

TRACK B

How to Use Rapid Response Platforms to Support Brand a Payer Marketing

The access marketplace is rapidly changing and in order to stay ahead, biopharmaceutical companies need to receive timely, clear, actionable results and recommendations from targeted customers, commercial stakeholders, medical and government organizations.

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

Presented by Eversana

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Innovation in Market Research

Presented by Clearside Biomedical, Dompé U.S., and Ionis Pharmaceuticals

TRACK B

Market Research for Internal Product Development or External Business Development Opportunity Assessment

Presented by AstraZeneca, Clearside Biomedical, Genzyme, and Ionis Pharmaceuticals

Evening Socializing & Networking Cocktail Reception in Exhibition Hall

Registration & Networking Breakfast in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Big Pharma Perspective: Role of Market Research in New Product Planning

Presented by Neurocrine Biosciences

TRACK B

Behavioral Science – The Bias Driving the Why Behind the What

Presented by Gilead

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

The Good, the Bad, and the Ugly: Navigating the Complexities of Fair Market Value

Fair Market Value (FMV) is a complex and challenging issue. As the demand for insights increases, the pressure to limit clinician compensation has also increased.

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?

Presented by KJT Group, Novo Nordisk, and SurveyHealthcare

TRACK B

Translating Research Into Business Impact

Learn how to reframe research data through new lenses of Peak-End Theory, Jobs-to-be-Done, Empathy and Storytelling.

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

Presented by Brandtrust

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Insight to Impact: Using Research to Elevate Corporate Brand Identity

Presented by Abbott

TRACK B

Trends in Global Healthcare: Highlights of 2019, and Where We’re Headed

This session will establish connections between the global economy and healthcare spending in key markets, painting a picture of where global expansion opportunities and risks will present themselves.

It will also chronicle key developments – and look ahead – on important topics including global pricing, innovative partnerships, and the Affordable Care Act.

Presented by DuckerFrontier

Networking & Refreshments in Exhibition Hall

“ASK THE EXPERTS” INTERACTIVE BREAKOUT Round tables Session 2

(Explore and capture the power of participants’ insights and experiences. Delve into these topics in this fun and informal environment in intimate groups.)
BREAKOUT ROUND TABLE 1
Benchmarking MR Results (e.g., What Does Good Look Like?)

Presented by Gilead

BREAKOUT ROUND TABLE 2
NLP (Natural Language Processing) Approaches in Market Research

Presented by Genentech

BREAKOUT ROUND TABLE 3
In Ever Shrinking Departments, How Do We Stay Strategic and Out of the Weeds .. or Should We?

Presented by Johnson & Johnson

“ASK THE EXPERTS” INTERACTIVE BREAKOUT Round tables Session 3

(Explore and capture the power of participants’ insights and experiences. Delve into these topics in this fun and informal environment in intimate groups.)
BREAKOUT ROUND TABLE 1
Best Practices in Market Research Related to Rare Diseases

Presented by Genentech

BREAKOUT ROUND TABLE 2
Identifying and Implementing Competitive Advantages for your Organization

1. Setting up feedback processes and systems - internal and external

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

Presented by Medgenome

BREAKOUT ROUND TABLE 3
Integration of Behavioral Science Insights in Market Research for Chronic Diseases

Presented by Genentech

Networking Luncheon

Announcements

Last Burning Questions from Attendees, Then Summary & Key Takeaways

Presented by Abbott, Actelion, Dermira, Genentech, Gilead, Neurocrine Biosciences, Omeros, and Portola

Conference Concludes