DAY 1: MONDAY, APRIL 23, 2012
|
|
7:15 – 8:15
|
Registration & Networking Breakfast in Exhibition Hall
_____________________________________________________________________________________
|
GENERAL SESSION:
|
8:15 – 8:30
|
Chairpersons’ Opening Remarks
_____________________________________________________________________________________
|
8:30 – 9:10
|
Keynote: The Biopharmaceutical Industry from a Canadian Perspective
Speak to the Canadian patent act, the Canadian investment community, some Canadian success stories,
the Canadian government perspective, and future opportunities in Canada.
_____________________________________________________________________________________
|
9:10 – 9:55
|
Keynote: The State of Healthcare in Canada
Will provide a multi-stakeholder overview of Canadians' views and expectations for the health care system.
This will include the general public, and thought leaders from the Government, Healthcare and Academia
among others.This presentation will provide the audience with a broad overview of the Canadian healthcare
system and the Canadian publics’ perceptions and expectations of this system – an understanding of which
is key for marketers and market researchers who overlay their brand marketing strategies within the context
of the broader healthcare system.
Will provide his perspective on the future of healthcare in Canada. Bill currently serves as the part-time
Founding Executive Director, Canadian Health Leadership Network. Before taking on his current assignment
at CHLNet, Bill served as Chief Executive Officer and Secretary General, Canadian Medical Association
(2001-2008), and Executive Director, Heart and Stroke Foundation of Canada (1995-2001). Previously, he
served for many years as a senior public servant with Health and Welfare Canada.
On the eve of last year’s Federal Election Ipsos surveyed over 50,000 Canadians and asked them to
prioritize a wide range of initiatives aimed at improving healthcare in Canada. Mike will also discuss the
results of a recent Opinion Leaders’ Forum where 44 senior representatives from various Ipsos clientele and
partners participated in an online moderated discussion covering a broad range of issues including the
future of the health system in Canada. The thought leader participants were from a variety of occupations:
Government, Healthcare, Education, Public Relations, Academia, Media, Consumer Packaged Goods,
Market Research among others.
____________________________________________________________________________________
|
9:55 – 10:55
|
Networking & Refreshments in Exhibition Hall
_____________________________________________________________________________________
|
10:55 – 11:40
|
Keynote: Partnering and Acquisitions- the Glue between Pharma and Biotech Pipelines
This presentation will discuss how partnering interactions fit into the technology life cycle of a biotech
company based on the experiences at ARIUS Research, a cancer antibody company subsequently acquired
by F. Hoffman-La Roche. The landscape within which both Biotech and Pharma operate has been dynamic
and the confluence of many forces is reshaping many of the traditional expectations and interactions
between the two. The onset of expected patent expirations, the advent of biosimilars, capital markets
gyrations, changes in drug approval rates, reimbursement sensitivities, emerging market dynamics, and
continuing technological innovations are all part of a swiftly changing operating environment. Within this
context Biotech-Pharma interaction has become even more important for both groups. This presentation will
present the integration of the technology rationale with the partnering process that underpins all such
interactions.
_____________________________________________________________________________________
|
11:40 - 12:15
|
Keynote Panel: Reaction/Response to Keynote Presentations
_____________________________________________________________________________________
|
12:15 – 1:30
|
Networking Luncheon
_____________________________________________________________________________________
|
1:30 – 2:15
|
Participants may choose one of two concurrent tracks:
|
TRACK A
|
Assessing Quality of Life and Potential Applications in Pharma Market Research: A Case Study
Among Patients with Diabetes
Quality of life (QOL) measures in healthcare have typically been associated with their use in clinical trials
and health policy research. This presentation explores the use of QOL measures in primary marketing
research.
Using data we recently collected in a syndicated study among persons with diabetes, MD Analytics will
demonstrate how information obtained from QOL measures may be used to uncover hidden opportunities
and support marketing strategy.
Attendees will also have an opportunity to participate in a short interactive survey, using their smartphone or
tablet, to experience the QOL measure used in this study. Participating attendees will also see their personal
QOL score, calculated in realtime, and will be able to compare their results to the QOL of the average
Canadian pharma market researcher.
_____________________________________________________________________________________
|
TRACK B
|
Finally….a Practical Guide to Building Online Healthcare Communities!
Much has been written about the role - or in some cases lack of role - of social media in pharma, but little of
it has been truly practical. Ipsos will draw on its considerable experience in this space to discuss the pros
and cons in a variety of situations. They will present a case study based on a recent online healthcare
community project. Additional learnings will include:
• Using online communities to get deeper insights for your dollar
• When an online community is right for your brand
• Learnings from pharma and other industries
• The discussion will include other social media methodologies including co-creation, buzz-tracking/social-
listening etc.
_____________________________________________________________________________________
|
2:20 – 3:05
|
Participants may choose one of two concurrent tracks:
|
TRACK A
|
SNAFU – How Market Research Can Support Commercial Success Today and Tomorrow
- Understand how fiscal pressures are acting as a catalyst for change in healthcare launches
- Identify and navigate opportunity and risk in the changing environment
- Understand emerging areas of potential market research tied to healthcare integration
_____________________________________________________________________________________
|
TRACK B
|
Managing Research With Rapidly Evolving Technology
Technology, mass manufacturing and new knowledge are rapidly impacting research possibilities. An
overview of where we are headed and how it will impact the way we conduct research.
_____________________________________________________________________________________
|
3:05 – 4:05
|
Networking & Refreshments in Exhibition Hall
_____________________________________________________________________________________
|
4:05 – 5:05
|
Participants may choose one of two concurrent tracks:
|
TRACK A
|
How Market Research Can Shape and Influence Business Decisions
_____________________________________________________________________________________
|
TRACK B
|
What’s the Payoff for Online Physician Communities: Experiences and Recommended Practices
_____________________________________________________________________________________
|
5:05 – 6:30
|
Evening Socializing & Networking Reception!
_____________________________________________________________________________________
|
DAY 2: TUESDAY, APRIL 24, 2012
|
7:45 – 8:45
|
Registration & Networking Breakfast in Exhibition Hall
_____________________________________________________________________________________
|
8:45 – 9:00
|
Chairpersons’ Opening Remarks (will occur within each separate track session below)
_____________________________________________________________________________________
|
9:00 – 10:10
|
Participants may choose one of two concurrent tracks:
|
TRACK A
|
Patient-Based Market Research
Traditionally, pharma market research has been focused on healthcare providers, especially physicians.
However, with the increasing involvement of patients in their health decisions, including drug of choice, it is
important that pharma companies allocate significant resources towards patient market research. During the
discussion, the topics that we’ll touch on are the need for patient market research, what methodologies are
appropriate and/or work best, at what stage of the product life cycle, how does it differ from traditional
physician focused market research, etc.
_____________________________________________________________________________________
|
TRACK B
9:00 - 9:35
TRACK B (cont)
9:35 - 10:10
|
Exploring Physician Experience and Loyalty: Considerations for Marketers and Researchers
Pharma companies are spending more time than ever before thinking about new ways to incite and maintain
engagement with key physicians. Ongoing regulatory changes and limitations on traditional marketing
mechanisms is calling for a refreshed approach. The answer lies in re-establishing our understanding of
loyalty engagement drivers, expanding our points of traditional inquiry and borrowing insights from the best
loyalty research and marketing with consumers.
This presentation shares insights on how to begin to tackle the current challenge of physician loyalty and
engagement. The presentation explores the need to expand traditional loyalty research, as well as drivers of
loyalty and engagement that researchers need to be prepared to explore and marketers need to be
prepared to action. Data will be shared from Maritz' experience with physician research, a recent study of
6,500 Canadian consumers on participation in varied loyalty marketing schemes and years of Maritz'
research on research focused on understanding and actioning loyalty.
Marketers and Market Researchers will walk away with a deeper understanding of how to research
physicians in this regard but more importantly specific hints as to what can actually drives physician
engagement and loyalty.
_____________________________________________________________________________________
Reaction Panel to Exploring Physician Experience and Loyalty: Considerations for Marketers and
Researchers
A panel of pharma manufacturer representatives will discuss the challenges in the preceding presentation.
Some of the questions to ask the panel include:
• Pharma has been a product and price focused industry, why have they been slower than other sectors
to adopt the focus on customer experience, loyalty and engagement?
• What are some of the trends and solutions (as presented), do you feel Pharma is ready for?
• Beyond the things identified in Robs presentation, what are some of the challenges to bring this
industry up to speed on modern loyalty and engagement solutions?
• How is Market Research specifically challenged or able to help in this regard?
_____________________________________________________________________________________
|
10:15 – 11:00
|
Participants may choose one of two concurrent tracks:
|
TRACK A
|
Practicing Medicine in the Age of the iPad and its Implications to Pharma
Environics will present new study results on how physicians are using mobile web technology to
communicate with patients, access medical education and drug information, and interact with pharmaceutical
companies. Our session will explore how this is changing physician expectations for communications and we
will illustrate new opportunities for pharma companies to promote products in a highly targeted manner in
this new environment.
_____________________________________________________________________________________
|
TRACK B
|
Patient Decision Conflicts: Why They Matter to Your Business
Patient treatment adoption and adherence have always been incredibly important marketing goals for
business yet they continue to be elusive. Patient adherence remains suboptimal. Self Care Catalysts Inc.
reveals that a deep understanding of patients’ decision conflicts can be used to shape behaviour change,
i.e., adherence to or adoption of a treatment.
Decision conflicts emerge when patients and caregivers are faced with uncertainties around treatments and
their outcomes. Patients grapple with treatment options that have varying health benefits, risks, and losses.
They also struggle with the trade-offs between their health and other valued life goals, such as being able to
work, having a social life, feeling competent, and looking good. Decisions borne of unresolved conflict are
more likely to be regretted and reversed.
In this presentation, Dr. Leora Swartzman will suggest how health marketing can be enhanced by a better
understanding of important, non-health-related motivations. Rather than barriers to product uptake, they can
be used as levers. Dr. Swartzman will present case studies, e.g., breast cancer, multiple sclerosis, and
insomnia, that will demonstrate how understanding decision conflicts, quantifying the relative importance of
health and non-health-related considerations, and isolating what truly matters to patients can be translated
into powerful marketing strategies.
_____________________________________________________________________________________
|
11:00 – 12:00
|
Networking & Refreshments in Exhibition Hall
_____________________________________________________________________________________
|
12:00- 12:50
|
Participants may choose one of two concurrent tracks:
|
TRACK A
|
Ethnography in the Pharmaceutical Context
Ethnography is a well established social research method that is garnering well deserved attention in market
research. In this session, we will discuss its value and application in the healthcare context. The speakers will
share the details of a real-life ethnography case study, including the general research questions, the
motives for choosing ethnography, and the typical pitfalls unique to pharmaceutical market research. We will
also discuss where ethnography fits in growth strategies for pharmaceutical brands and how to get the most
value for your research dollars.
_____________________________________________________________________________________
|
TRACK B
|
Getting It Right Before You Launch: How to Avoid Common Mistakes Made in Pre-Launch or
At-Launch
_____________________________________________________________________________________
|
12:50- 2:00
|
Networking Luncheon
_____________________________________________________________________________________
|
GENERAL SESSION:
|
2:00- 2:40
|
Getting Engaged to Your Customers: Beating your Competition on Quality Customer Relationships
The industry has relied on a reach-and-frequency model for decades but Pharmacos are now realizing that
to be successful – efficiently - we need to compete on the quality of customer relationships not just the
volume of sales calls and messages delivered – the Pharmaco winners of the future will be those that can
build trust and deliver value. Ipsos will call on over 20 years of customer engagement leadership in other
sectors and several years in pharma to discuss how to Build Profitable Relationships Through Better
Customer Engagement.
_____________________________________________________________________________________
|
2:40- 3:20
|
Last Burning Questions from Attendees, Then Summary & Key Takeaways
_____________________________________________________________________________________
|
3:20
|
Conference Concludes
_____________________________________________________________________________________
|
