Agenda

CONFERENCE DAY 1
Tuesday, June 12, 2018
CONFERENCE DAY 2
Wednesday, June 13, 2018

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Keynote: The Future of Cancer Biomarkers and Monitoring in Drug Development

Dr. Jimmy Lin, Chief Scientific Officer, Natera

Oncology drug development is entering a new golden age: checkpoint inhibitors, CAR-T, personalized neoantigen therapies, among others.

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?

Keynote: Advancements in Biotech

Networking & Refreshments in Exhibition Hall

Physicians and Patients Speak: Experiences of Pharmaceutical Market Research “From the Other Side”

Moderators:
Amalia De Luca, Engagement Manager, Lifescience Dynamics
Biopharma Co-Moderator TBA
Panel of Physicians and Patients

A mixed group of physicians and patients will join us to discuss and contrast their experiences of market research.

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.

Keynote Panel: Reaction/Response to Keynote Presentations

(Panelists are Advisory Board Members)
Mallika Ann Ambat, Senior Director, Market Research, Actelion Pharmaceuticals
Meghna Chowdary, Executive Director, Strategic Insights and Analytics, Relypsa, Inc.
Michael Gerhold, Head of Commercial Analytics, Neurocrine Biosciences
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

Uncovering Insights for New Product Launches

Michael Gerhold, Head of Commercial Analytics, Neurocrine Biosciences

TRACK B

How to Understand Sequences of Treatments through Lines of Therapy

Steve Bell, Senior Partner, AplusA Bell Falla

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Advanced Approaches Used to Evaluate Digital Healthcare

Stephanie Jones, Senior Consultant, Health Strategies Group

This workshop will look at the evolution of digital health care and advanced approaches used to evaluate the organized customer assessment of digital healthcare value.

We will review key aspects of evaluation and what will be required by companies that bring this new technology to market.

TRACK B

Research That Leads to Behavioral Change

Peter Simpson, Principal, Segmedica, Inc. and xsperient

Market Research is on the cusp of great change. This change involves incorporating the fundamental drivers of behaviors into research design and analysis.

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.

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

iAdBoard 2.0: A New Online Solution for Traditional MR

Amalia De Luca, Engagement Manager, Lifescience Dynamics
Elizabeth Walton, Business Analyst, Lifescience Dynamics

TRACK B

Marketing in the Upside Down: A Behavior First Approach

Kim Mizrahi, Managing Director, New York, Shapiro+Raj

Marketers have followed the same basic formula for years: Shape people’s attitudes to drive their behavior.

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.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Increasing Influence of Consumer in Healthcare

Erin Echter, Patient Insights, Senior Manager, Genentech
Katrina Journey, Associate Director of Commercial Strategy, Santen
Ryan P. Million, Ph.D, Director, Corporate Strategy, Gilead Sciences, Inc.
Lauren Nelson, Director, US Market Access - Rare and Oncology, Sanofi Genzyme
Kris Treanor, Director, Business Insights, Aimmune Therapeutics

TRACK B

Measurement of Business Impact of Insights

Rahim Hirji, Director, Marketing and New Product Planning, Omeros Corporation
Michelle Hirsch, Associate Director, Global Market Research, Grifols
Anurag Joshi, Analytics Manager Marketing Science, Genentech
Lori Tarabek, Global Market Research Manager, Abbott Diabetes Care

Evening Socializing & Networking Reception in Exhibition Hall

Registration & Networking Breakfast in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Assessing Unmet Clinical Needs in Oncology for Molecular Diagnostics

Kristine Mechem, VP of Marketing and Planning, OncoCyte

Commercial opportunity assessments for Molecular Diagnostic companies require both understanding unmet need as viewed through the lens of a clinician as well as through the lens of a payor.

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.

TRACK B

Behavioral Economics: What Healthcare Market Researchers Need to Know

Erik Coats, Managing Partner, Fulcrum Research Group

Interest in behavioral economics (BE) is growing among healthcare market researchers.

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.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Insights to Action

Lori Tarabek, Senior Manager, Global Market Insights, Abbott Diabetes Care
Ruchi Varshneya, Senior Director, Corporate Marketing, Abbott

Learn techniques for sharing results from large quantitative studies with an eye towards activating the insights within your organization.

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.

TRACK B

The Intersection of Competitor, Customer and Internal Mindset - Competitive and Messaging Simulation

Ray Abaskharon, Vice President, ThinkGen

Understanding, planning and preempting competitors is critical to every product’s success.

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.

Networking & Refreshments in Exhibition Hall

Networking Round Tables

PARTICIPANTS MAY CHOOSE 1 OF 4 CONCURRENT ROUND TABLES
Held in two consecutive 50-minute sessions. Interested in more than one topic? Back-to-back sessions mean you can go to two different talks.
ROUND TABLE 1
Melding Secondary and Primary Data
Matthew Chu, Senior Market Planning Manager, Genentech
ROUND TABLE 2
In Ever-Shrinking Departments, How Do We Stay Strategic and Out of the Weeds .. or Should We?
Graham Hurrell, Director Global Insights, J&J Diabetes Care Companies
ROUND TABLE 3
Conducting Research in a Regulated World: Discuss Implications of Sunshine Act, Patient Privacy Restrictions, Research to Kids/Teen Challenges in Certain Markets, etc.
Jami Krueger, Director, Global Insights, Align Technology
ROUND TABLE 4
Presenting Market Research Findings to Senior Executives
Ryan P. Million, Ph.D, Director, Corporate Strategy, Gilead Sciences, Inc.

Networking Luncheon

Announcement of Raffle Prize Winners

Critical Need for Innovation and Industrialization in Life Sciences

Mark Fischer-Colbrie, President CEO, Labcyte

Advances in detection systems and new tools open the possibility for new workflows with significant improvements in time and cost.

When standardization can be achieved, artificial intelligence and big data approaches can be more effectively deployed to drive down costs per data point.

Last Burning Questions from Attendees, Then 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.
Michael Gerhold, Head of Commercial Analytics, Neurocrine Biosciences
Patti Dame Rohrmeier, Sr. Director, Market Research, Depomed, Inc.
Ruchi Varshneya, Senior Director, Corporate Marketing, Abbott

Conference Concludes