Agenda

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CONFERENCE DAY 1
Wednesday, October 14, 2020
CONFERENCE DAY 2
Thursday, October 15, 2020

Chairpersons’ Opening Remarks

Presented by Neurocrine Biosciences

Keynote: AI & the Brain: Exploring New Ways to Look at Drug Discovery

We have ECG as the vital sign for the heart, but we don't have a vital sign for the brain. Electroencephalography (EEG) is the gold standard for brain functionality.

However, clinically its usage has been limited to seizure detection. One main bottleneck of the conventional EEG system is that it requires specialized EEG technologists to set and, therefore, not readily available. Ceribell not only makes clinical EEG readily available but also uses AI to interpret the EEG. In Oct 2019, Ceribell gained the first FDA-cleared AI-based algorithm to detect seizure burden. What is next? Can EEG be a vital sign for the brain and a biomarker for more drug discovery?

Presented by Ceribell

Keynote: Boardroom Discussion: What It Means to Thrive in Market Research Today

Presented by Actelion, Amgen, Dermira, Genentech, Gilead, Neurocrine Biosciences, and Omeros

Mega Trends in the Pharmaceutical Industry

Presented by Lifescience Dynamics

Virtual Exhibition Hall

Luncheon Break and One-on-One Meetings

Networking Roundtables

ROUNDTABLE 1
Integrating across Analytics Disciplines

Presented by BeiGene

ROUNDTABLE 2
Consumer Promotion Trends and Evolving MR Methodologies

Presented by Abbott

SESSION ONE

Measuring Product Attributes' Importance, Impact, and Scope

The rated importance of product attributes is usually reported as a single, unidimensional metric. We present an example from pharmaceutical marketing research in which the importance of product attributes actually has two underlying dimensions, which we call Impact and Scope. We introduce a new method for quantifying the Impact and Scope of product attributes using existing product attribute rating data.

Presented by AplusA Bell Falla

SESSION TWO

“Rethinking” Message Development and Testing for Pharmaceutical Products…2020 and Beyond

In this session, health psychologist Dr. Richard Vanderveer will discuss the need for the pharmaceutical industry to fundamentally reconsider the processes it uses for the development and testing of promotional messages for physicians. There are two major reasons for this.

First, the COVID-19 pandemic has significantly accelerated the shift from personal selling to digital promotion, paralleling the rapid growth of Telemedicine. Pharmaceutical Sales Representatives are now systematically excluded from physicians’ offices due to health concerns, so developing messages to be delivered through in person visits needs to be replaced with a focus on the development of more fluid, yet more demanding, digital communications.

Second, recent years have seen an increased application of the Behavioral Sciences to message development. Behavioral Economics in particular has contributed to our understanding of how physicians actually diagnose and treat, thus providing an opportunity for us to better match our promotional messages to these realities.

Against this backdrop, Dr. Vanderveer will outline the need for “dynamic messaging,” i.e., the development of a “story” for the product which morphs its focus as a physician proceeds through the Awareness, Interest, Trial and Usage stages of product adoption.

Relatedly, by sharing the latest thinking derived from the Behavioral Sciences, he will also describe how promotional messages must first sell to the Executive Mind, and then shift their focus to training the Habitual Mind. Here the focus is not on influencing prescribing decisions, but rather the development of prescribing habits.

Participants will leave this session with a firm understanding of a six step Habit Development Model, and how to employ this framework to guide their development and evaluation of promotional messages.

Presented by ThinkGen

Virtual Exhibition Hall

Networking Roundtables

ROUNDTABLE 1
The Tactical Guidebook to Impactful Workshops

Presented by Ionis Pharmaceuticals

ROUNDTABLE 2
Market Research + Analytics = Enhanced Insights for the Business

Presented by Novartis

Maximizing Market Research with Limited Resources

Presented by Alcon, Intuitive Surgical, and Scilex Pharmaceuticals

One-on-One Meetings

Chairperson’s Welcome and Recap of Day 1

Presented by Gilead

Primary Market Research in the COVID-19 World

Presented by Lifescience Dynamics

SESSION ONE

Can AI Really Add Value in Pharma Market Research? – Learnings From Real Life Cases

This session will present methods to leverage AI in market research today. Adelphi Research will share cutting-edge AI solutions that can provide deeper insights for strategic decision making.

They will reflect on their experiences partnering with global market research clients to develop and deliver these solutions, focusing on where it is best to leverage AI.

The key takeaways within the presentation will address 2 key questions:
Is AI really worth it? What applications have we used, how it benefited our clients, and what were the pain points along the way?
What caveats should you be aware of if you are going to implement the methods discussed in your research tomorrow?

Presented by Adelphi

SESSION TWO

Habit Engineering Real World Applications

ThinkGen’s Habit EngineeringSM is an innovative approach that goes beyond traditional techniques and studies the habits that drive most HCP behavior.

This approach supports new marketing paradigms that help drive long term growth well beyond the initial positioning and trial period by managing the habits that drive most behavior can be studied and disrupted.

This session will cover the role habits play in HCP behaviors, the habit components, and Behavior Change Plans. We will also review two case studies with our clients who implemented this technique. Each client will discuss their brand situation and how the insights were used within their organization.

Presented by Chiesi, Neurocrine Biosciences, and ThinkGen

Roundtable & Session

ROUNDTABLE 1
Modeling Survey Results: Know Enough to be Dangerous

Presented by Roche

SESSION ONE
Leveraging COVID-19 Insights for Strategic Decision Making During the Pandemic
Epidemiologist Glenn Grossman will discuss what is currently known about Covid-19 and how we can leverage those insights for navigating product launches, mapping out market potential, forecasting uptake and penetration and avoiding launch pitfalls.

Presented by Novartis

Virtual Exhibition Hall

Luncheon Break and One-on-One Meetings

SESSION ONE

Panel: Evolution in Market Research Due to Digital Era

Presented by Abbott, Dompe, Neurocrine Biosciences, and Regeneron

SESSION TWO

Presentation: Market Research Process Improvement: Transforming Janssen’s Ability to Generate Actionable Insights Through the Streamlining of Project Management, Approval and Procurement Processes

Presented by Janssen

Networking Roundtables

ROUNDTABLE 1
Using Market Research for Forecasting

Presented by Dermira

ROUNDTABLE 2
How to Effectively Conduct MR With Rare Disease Patients Given Budget Constraints, Changing Environment (COVID), Challenges in Recruitment

Presented by Genentech

Virtual Exhibition Hall

Summary & Key Takeaways

Presented by Amgen, Dermira, Genentech, Gilead, and Neurocrine Biosciences

ONE-ON-ONE MEETINGS