ADVISORY BOARD                                                                                                                 
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  Praveen Advani
Executive Director, Customer Insights Oncology - IO
Bristol-Myers Squibb

Praveen Advani has more than 15 years of experience leading global market research efforts for new products and in-line brands in the
Pharmaceutical Industry. Praveen is currently Executive Director, Customer Insights Oncology - IO at Bristol-Myers Squibb. He was previously
the Director & Team Leader for Womens Health, Insomnia and Pain Franchises in Global Market Research & Analytics at Merck. He had also
successfully led global market research efforts for the launches of Diabetes (Januvia andJanumet) and Glaucoma (Saflutan) drugs at Merck in
the last 7 years.

Prior to Merck, Praveen was with Aventis Pharmaceuticals (now Sanofi-Aventis) for 6 years and was instrumental in leading global market
research for the successful launch of Lantus.  Praveen holds a Bachelors degree in Engineering from the University of Pune, India and a M.B.A.
from Thunderbird, The American Graduate School of International Management.
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  Lisa Courtade
Executive Director, Global Market Research Excellence
Merck & Co., Inc.

A strategic, solutions oriented business leader with over 20 years of success in delivering customer insights that drive business results, Lisa
has a passion for the healthcare industry and for the patients we serve. Lisa Courtade currently leads executional excellence and the
transformation of insights generation at Merck as the Executive Director of Global Market Research Excellence. In this role, she and her team
are responsible for driving business results and creating customer value by delivering value based innovation. Lisa was an early adopter of
engaging patients in marketing research and leveraging CPG methodologies in the pharma space which contributed to receipt of the ARF’s
David Ogilvy Award for creative use of insights in celebrate breakthrough moments when creative inspiration and research insights come
together to produce a spectacular advertising campaign.  

Lisa lives her passion for shaping the future of the industry by serving on the Marketing Research Institute International Board (MRII) as Chair
of the Pharma Curriculum Committee and as an Advisory Board & Steering Committee member for the University of Georgia’s Masters in
Marketing Research program, where she also serves as an alumni mentor. Lisa is an active member of the Healthcare Businesswoman’s
Association (HBA) where she chaired Career Development and served as the first Global Research Director. In 2013 Lisa was awarded the
PMRG’s prestigious R.R. Fordyce Award for exemplary leadership, service and dedication to the healthcare industry and the healthcare market
research community.
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  Sandipa Dublish
Sr. Director Global Market Research
Alexion Pharmaceuticals

Sandipa Dublish heads the worldwide market research team at Alexion – a biopharmaceutical company focused on developing therapies for
life threatening ultra-rare diseases. In this role she has focused on developing innovative market research approaches, specifically designed
to get maximum insights in the ultra-rare disease landscape. Sandipa has utilized Big Data – alongside qualitative research to get thick
descriptions of physician and patient behavior. Sandipa is now busy expanding the Alexion market research team around the globe, as well as
building a New Products Commercial Assessment team at the US headquarters.

Sandipa has extensive experience in Global launch planning and life cycle assessment. She has launched three oncology drugs – Halaven,
Ixempra, and Sprycel.    .

Sandipa holds a PhD. in Marketing from Florida International University, Miami.
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  Stuart Greenberg
Deputy Director, Global/Oncology Market Research
Bayer

Dr. Stuart E. Greenberg is currently Deputy Director, Global / Oncology Market Research at Bayer.  His responsibilities include qualitative and
quantitative primary research, secondary research, forecasting and market size and structure analysis.  In the past he has been on the Global
Market Research teams of Pfizer, Pharmacia, Searle, Roche Diagnostics and Boehringer Mannheim. Stuart has managed market research on
cancer treatment and prevention drugs, blood glucose monitors, point of care testing equipment and ophthalmic instruments.  Stuart earned
his undergraduate degree from Lafayette College and achieved a Masters and PhD in Industrial/Organizational Psychology at Virginia Tech.
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  Anne Hale
US Specialty Care Lead – Business Analytics & Insights
Pfizer Inc.

Dr. Hale has been with Pfizer’s market analytics group for 10 years. She currently leads the market analytics group supporting the US in-line
brands for Pfizer’s Specialty Care Business Unit. In addition to this role, she also leads the Center of Excellence for HCPs, which is tasked with
identifying innovative, efficient research solutions for business issues and decisions relating to our physician customers. She has held several
other positions within Pfizer, including the Market Analytics Team Leader for Urology/Respiratory brands, as well as Global Market Analytics
Team Leader for New Product Development for a wide range of therapeutic areas.

Prior to joining Pfizer, Anne was a Marketing Professor at both McGill University in Montreal and the University of Victoria in Victoria, British
Columbia, Canada, where she taught such courses as Marketing Management, Marketing Research, Business Statistics, Advertising, and
Retail Management at both the undergraduate and graduate levels. In addition, she also served a term as Dean of the Undergraduate Program
at both McGill University and the University of Victoria, as well as teaching in the Executive Education Institutes of both universities.  

Anne holds a Bachelor of Business Administration, Masters of Business Administration and a Doctorate in Marketing, specializing in
quantitative methodology, all from the University of Texas at Austin.
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  Elys Roberts
President
Ipsos Healthcare

Elys manages the North American team of Ipsos Healthcare, one of the largest market research agencies in the industry. Spanning over 15
years, his diverse background in the healthcare sector includes market research, sales and marketing and management positions on the
client-side, agency-side and fieldwork supplier.

Prior to Ipsos, he founded and served as Group President for Medefield America rapidly shaping it into one of the largest and most successful
providers of global online physician fieldwork in the industry.

Previously, he was head of Global Market Research Business Training at NOP Health (now GfK) and headed one the company’s marketing
research Strategic Business Units. Working client side, Elys spent seven years in Eli Lilly’s Sales and Marketing leadership program in Europe
in diverse roles including Market Research Manager, Marketing and District Sales Manager.

Elys is on the Board of MRII (a non-profit) and is co-editor for their learning program the Principles of Pharmaceutical Marketing Research. He
is also a member of the Editorial Advisory Board for Pharmaceutical Executive journal. He graduated with a B.A.(summa cum laude) from
Manchester University, England and holds an exam Distinction from the Association of the British Pharmaceutical Industry.
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    David Rosen
Executive Director, Forecasting, Analytics & Market Research
Purdue Pharmaceuticals
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    Grace Samoil Reynolds
Head Market Insights
Celgene

Grace is Head of Market Insights at Celgene. She was previously at Johnson & Johnson where she joined in 1997 in the Market Research
Department at Personal Products (consumer). She then progressed through roles in Market Research and Forecasting management in the
Pharmaceutical Sector, including responsibility for Women’s Health, Urology and Pain at Ortho McNeil. Most recently, she was responsible for
Market Research and Forecasting for the CNS and Pain Franchises in early Pharmaceutical Development. She also has experience in
Oncology, Anemia, Metabolics, and Mens Health. Prior to J&J, Grace worked at Schering Plough and Colgate Palmolive, primarily in a Market
Research capacity.

Grace earned her MBA at Rutgers University in New Jersey and holds a Bachelors in Chemistry from McGill University, Montreal, Canada. Her
passion is driving innovation and future thinking.
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  Jocelyn Trokenheim
Sr. Director, Business Development
Takeda Pharmaceuticals

Jocelyn Trokenheim is Sr. Director, Business Development, at Takeda Pharmaceuticals USA, Inc.  In this role, Jocelyn is responsible for
assessments and valuations of licensing, merger and acquisition opportunities.  Her efforts had contributed to Takeda’s acquisition of
Nycomed in 2010 and Takeda’s recent acquisition of URL Pharma in the US.  The Nycomed acquisition was the largest acquisition ever
completed by Takeda and the second largest acquisition ever completed by a Japanese company.  The acquisition of URL Pharma was the
first company acquisition in the US for Takeda since 2008.  

Prior to assuming the Business Development role, Jocelyn was Sr. Director, Business Insights and Strategy, at Takeda Pharmaceuticals North
America, Inc.  Jocelyn built and led a department of 28 professionals, with responsibilities spanning across all aspects of commercial
analytics including forecasting, marketing analytics, business development assessment, decision science, market research, commercial
reporting and data governance, for all of Takeda’s in-market products, pipeline compounds, as well as business development opportunities.  
In addition to her expertise in commercial analytics, Jocelyn is an accomplished and passionate leader in developing in-house analytical
capabilities and building skilled teams to increase cross-functional collaborations and organizational efficiency.

Jocelyn started her career with ZS Associates, as one of the founding members of its market research practice while gaining extensive
experience in pharmaceutical sales and marketing analytics.  Born and raised in Taiwan, Jocelyn moved to the United States after high school
without speaking a word of English, and subsequently earned a B.S. and an MSBA degree in Business Analysis from San Francisco State
University, and received an MSc degree in Management Science from Queen’s University in Kingston, Ontario, Canada.
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  Tjun Wong
Senior Director, Global Market Research and Competitive Intelligence
Shire Pharmaceuticals

Tjun is a pharmaceutical marketing research leader experienced in primary/secondary research, competitive intelligence, forecasting, and
business analysis as well as exposure to diverse therapeutic areas.  

He joined Shire in September 2010 from Novartis Pharmaceuticals where he held the positions of Executive Director of Information
Management and Market Research.  Tjun started his market research career at Eli Lilly and Company where he managed the marketing
research support for a number of CNS products including Prozac, Cymbalta and Cialis.

Tjun has a BS degree in Electrical Engineering an MS degree in Management from Purdue
University.
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February 4-5, 2015
Hilton Parsippany Hotel, Parsippany, NJ