Pharma Market Research Conference

The Pharma Market Research Conference program agenda provides important insights
through a balance of formats including formal presentations, panel discussions, and smaller
intimate discussion groups. Speakers and panel members are some of the most influential
leaders in Pharma Market Research, but it is your participation that will drive the discussion.
Bring your questions, personal insights, and industry knowledge- join something big!

AGENDA (Tuesday, February 7 - Wednesday, February 8, 2012)

5:00 – 5:45	TRACK A	Value of Strategic Sourcing & Marketing Research Partnership Daryl Bogard, Sr. Director, Global Marketing Research, Allergan, Inc. Raj Joshi, Manager, Strategic Sourcing, Allergan, Inc.
	TRACK B	Making Payer Research Representative and Actionable in Today’s Financially Driven World Roger Green, President/CEO, Roger Green and Associates Chris Schneider, Client Strategist, Roger Green and Associates One of the most critical challenges facing BioPharma Marketing Research is the ability to improve prediction of how payers will respond to a compound in development. Developing this ability is key to making commercially sound stage gate decisions and to determining strategy for business development activities. Unfortunately, current methods are largely limited to qualitative interviews with a small sample of payer representatives. RG+A will discuss two more robust tools we have developed: 1. Payer value assessment – a TPP-based exercise in which payers evaluate the benefits and drawbacks of a new compound on-line. This method provides greater rigor (and quantitative norms), while also offering opportunities to develop unique insight. 2. Contract simulation – an on-line qualitative exercise in which people who negotiate contracts for payers for a living play the same role while “negotiating” against RG+A researchers playing the role of the client. This method avoids the “pre-bargaining” and posturing associated with most forms of contracting research, and provides clear, actionable results. RG+A will provide background on this issue of payer research and introduce each method, first by describing it and then by providing a blinded case study.
	TRACK C	Developing Commercially Viable and Customer Differentiated Drugs Jordan Bayless, Executive Director, Optimal Strategix Group R. Sukumar, Ph.D., President, Optimal Strategix Group Using new and sophisticated methodologies, market research has successfully assisted marketing in understanding the needs of physicians, patients, and payers. However, marketing or commercialization teams continue to struggle in their ability to deliver products that meet these needs. To a large extent this is driven by issues with a better understanding of what clinical and regulatory teams may be able to develop in a risk averse environment where protecting the investment in drug development and minimizing the risk of clinical trial failure leads to constraints in meeting true customer needs. A new framework is presented for the development of commercially viable products while simultaneously delivering sustainable differentiation. The approach ensures that an understanding of commercial viability and market needs are placed in the same unit of currency, so as to increase the probabilities of successful drug development. Such a framework helps both marketing and clinical teams better understand and appreciate the concerns and constraints of the other through a quantitative, neutral representation of the most viable and valued clinical endpoints. The framework begins with an accurate measurement of customer preferences and commercial viability of clinical endpoints. The approach provides for a joint definition of success leading to increase in the success of commercially viable customer differentiated products.
	TRACK D	DTC ROI: When We Talk to Patients, What Do They Hear? Susan Schwartz McDonald, President & CEO, National Analysts Worldwide Meaningful engagement with consumers and patients has long looked like the next great frontier in a ravaged pharma industry-- especially in the age of social media -- but the path ahead looks increasingly rugged and uncertain thanks to regulatory challenges and evolving rules of the road. We have yet to develop a disciplined way of measuring ROI on DTC promotion several decades after the industry first began talking to consumers. This discussion is an update on the status of the interaction and a forecast of future directions, with emerging data on consumer perceptions of DTC advertising and the muffled social media dialogue.

Participants may choose 1 of 4 concurrent tracks

8:30 – 9:15	TRACK A	War Gaming: the Perfect Place for MR and CI to Meet!! Richard Withers, CEO, Deallus Group A War Game requires management to work through a series of questions and issues in order to determine how to win. Whilst the focus of these games is often existing or emerging competitors, the battlefield is the Market. War gaming seems to have been “owned” by the Competitive Intelligence function and yet most of the information and thinking required is straight out of MR! This presentation will demonstrate how successful war games provide a platform for MR and CI to prove how decision making benefits from them their seamless integration.
	TRACK B	Clinical Development Success Rates for Investigational Drugs Michael Hay, Vice President/Product Manager, BioMedTracker Michael Hay will present updated data through 2011 from the BioMedTracker/BIO study on clinical development success rates. The presentation will include: • Intro to BioMedTracker Database • Overall and Individual Phase Success Rates • Calculation Methodology • Previous Studies • The Data in Depth o Molecule Type o Disease Area • CRL Approval Success & Timing • Root Cause of Late Stage Failures
	TRACK C	New Research Methods To Deliver Customer Centric Innovation Tamara Barber, Senior Director of Strategic Marketing, Affinnova Life Sciences Erik Overby, VP Client Services, Affinnova Life Sciences Today, the pharmaceutical industry needs to prepare for a future in which the current commercial models no longer work. The changing regulatory environment, increasing price pressures, and the need to create competitive differentiation require a new way of looking at how companies understand and anticipate the needs of multiple external stakeholders who will play a role in a product's commercial success. As the link between marketers and customers, the market researcher is well positioned to help companies identify marketing, messaging, and strategies that will fit this new world. But conventional research methods often short circuit the path to marketing innovation by limiting collaboration, trimming ideas too soon before testing, and then iterating on a few chosen ideas using noisy methods. As our industry evolves, so too must our market research methods, and this session will discuss new research approaches that can more efficiently and accurately unlock customer centric innovation. We will first discuss the current approach to evaluating innovation using market research at most companies today, followed by an introduction and demonstration of how collaborative ideation and bias-free idea evaluation lead to innovations that test better against the competition. We'll close the session with a real-world example of a pharmaceutical company embracing these new approaches to achieve a fundamentally better outcome than would have been possible otherwise.
	TRACK D	Unleashing the Power of Social Networking: Helping Pharma Marketers Navigate the New Communications Landscape Chris DeAngelis, Vice President, Strategic Initiatives, SSI With the rise of the Internet—and particularly the explosion of social media--the ways patients and providers seek and share information are undergoing radical change. To provide deeper insight into today’s new communication patterns and trends, Survey Sampling International (SSI) will share results from several recent studies on social networks, their influence and their applications—and explain what these new findings mean for pharma marketers. During the session, Chris DeAngeIis, Vice President, Strategic Initiatives for SSI, will share how social media trends are re-shaping the world of pharma communications—and help marketers understand the active users who are driving online conversations and opinions about brands. Chris will reveal who’s really using social media…for what activities…how often…and through which sites (plus what’s driving their actions and preferences). Then, he will take a close-up look at the social media “avids”—those spending 5 or more hours a week social networking. Across all age groups—from 13 – 66+--avid users are most likely to post comments, answer polls and share opinions on brands. Based on a new SSI study, Chris will explain who the avids are…how they are different…whether they are opinion shapers and early adopters…and if they are the same people influencing through traditional media or a unique group. Participants will gain an in-depth view of the new communicators who are influencing across the social media world—and how they can incorporate them into their market research strategies to optimize effectiveness. Key Learnings: Participants will: • Learn the results of SSI’s groundbreaking study on social networking trends, preferences and dynamics—and what they mean for DTC marketers. • Explore concerns around privacy—how those effect DTC research strategies. • Hear how people rate social media’s value and credibility as an information source. • Understand avid social networkers, their profile and their influence on consumer and patient decisions and actions. • Learn how to bring social networkers into DTC research strategies-and blend social media with other sources ensure consistent and valid results.

Participants may choose 1 of 4 concurrent tracks

3:15 – 4:15

Networking & Refreshments in Exhibition Hall

5:45 – 8:30

Evening Socializing Events! Casino Gaming, Reception & Networking

DAY 2 (Wednesday, February 8, 2012)
7:15 – 8:15	Registration & Networking Breakfast in Exhibition Hall __________________________________________________________________________________________
8:15 - 8:30	Chairpersons’ Opening Remarks (will occur within each separate track session) __________________________________________________________________________________________

9:15 – 10:15	TRACK A	Career Development in MR Lisa Courtade, Senior Director, Global Market Research & Analytics, Merck & Co., Inc. Rob De Allaume, Global Director - CNS/Pain Market Research and Forecasting, Johnson & Johnson Jennifer Guzman, Director, Marketing, Teva Health Systems Anne Hale, Senior Director/Team Leader, Pfizer Inc.
	TRACK B	How Market Research Can Shape and Influence Business Decisions Dev Das, Group Director, Strategic Insights & Analytics, Auxilium Pharmaceuticals Kathleen Regele, Payer and Healthcare Provider Customer Insights, GlaxoSmithKline Jocelyn Trokenheim, Sr. Director, Business Development, Takeda Pharmaceuticals
	TRACK C	Heuristics in Healthcare Moderator: Harris Kaplan, CEO, Healogix Dr. Barry M. Berger, Senior Vice President, Medical Affairs, Chief Medical Officer, Exact Sciences Corporation Dr. Ted Gutowski, Member of a Group Practice, Manalapan, NJ Dr. David J. Zweiback, Solo-Practitioner, Jenkintown, PA Heuristics are “rules of thumb” that allow complex decisions to be made faster and easier. Health care providers face complex decisions every day while our healthcare system is demanding that they operate quickly, efficiently and cost effectively – it’s a feat that has to involve heuristics, at least at some level. As marketers of pharmaceutical products, our marketing efficacy could be significantly improved if we understand which heuristics a physician is using and how they are either helping or hurting product adoption. Our panel discussion will bring together three physicians with different backgrounds and practices to discuss the role and importance of heuristics in their day to day practices. The panel will provide real world insight into how physicians think and perspective as to what this means for us as pharma marketing researchers.
9:15 – 10:00	TRACK D	Achieving the CEO’s Mandate: Do More with Less New Techniques to Re-use, Re-monetize and Re-energize Your Existing Research John Hines, Director - Market Research HCP & Trade, Pfizer Nutrition Jeff Kozloff, President, Verilogue Market researchers are constantly being challenged by two common themes: Do more with less and do more with what you already have. Successfully meeting these demands can be accomplished through creatively leveraging insights from previously conducted research. But time is a rare resource and the volume of “old” research can be overwhelming to say the least. Fortunately, new technologies exist that allow market researchers to quickly search and analyze all of their historical qualitative and quantitative research. During this client-led use case and discussion, you will learn to: • Quickly find the hidden insight “gems” from your historical archives. • Perform meta-analysis across qualitative and quantitative studies. • Build a library of research best practices and qualitative benchmarks. • Share research across portfolios, across departments, and with new team members

Participants may choose 1 of 4 concurrent tracks

1:00 – 2:00	Networking Luncheon _____________________________________________________________________________________
General Session:
2:00 – 2:35	“Getting Engaged to Your Customers”: Beating Your Competition on Quality Customer Relationships Candace Anderson, Senior Manager, Primary Market Research, Auxilium Pharmaceuticals Sharon Paik, VP, Ipsos Health Experts from both the client- and agency-side will discuss the significant move away from the traditional reach-and- frequency sales model to one based on developing stronger relationships with stakeholders through winning their hearts and minds. Pharma companies are finding that the winning differentiator is not just simply focusing on the product or the price, but the level of engagement –the creation of a deeper, more meaningful connection between the company and the customer, and one that endures over time. Ipsos Health will present a recent case study that demonstrates the critical importance of developing a stakeholder engagement strategy with shared best practices for execution. We will answer the following questions: • How do I measure and drive engagement? • How important is a ‘multi-stakeholder’ engagement strategy? • What is the optimal research approach for understanding customer relationships? • How does customer advocacy impact the bottom line? • What changes can I make right now to support an effective customer engagement strategy at my company? _________________________________________________________________________________________________
2:35 – 3:10	Understanding the Physician Patient Dynamic in a Changing Healthcare Environment – A Research Response Peter Simpson, Principal, Segmedica The Healthcare System is undergoing rapid change in the midst of economic and political turmoil. This is having significant impact on the physician-patient relationship in ways that have direct relevance to the pharmaceutical and medical device industry. For example, what is the value of a brand drug to a physician and a patient and how can manufacturers communicate value when physicians and patients may have different value propositions? In this session we will share observations across a wide range of research results as well as case studies to define the issues and suggest research techniques that will help companies understand and develop new strategies for influencing the physician-patient relationship in a changing healthcare economic landscape. _____________________________________________________________________________________
3:10 – 3:45	Summary and Key Takeaways (Panelists are Advisory Board Members) Sandipa Dublish, Sr. Director Global MR, Alexion Pharmaceuticals Mark Edelstein, Former Senior Director, Marketing Research, Lundbeck Inc. Grace Samoil-Reynolds, Sr Director Global Strategic Analytics, Johnson & Johnson Pharmaceutical Services David Scowcroft, Senior Vice President, Ipsos Health Jaya Subramaniam, Executive Director, MR Oncology, Bristol-Myers Squibb Tjun Wong, Senior Director, Global Marketing Research, Shire Pharmaceuticals *____________________________________________________________________________________*
3:45	Conference Concludes _____________________________________________________________________________________

10:15 – 11:15

Networking & Refreshments in Exhibition Hall

Participants may choose 1 of 4 concurrent tracks

2:15 – 3:15	TRACK A	Leveraging MR for Forecasting Michael Devinoff, Executive Director, Forecasting, Epidemiology, and Predictive Analytics, Bristol-Myers Squibb Derek Fetzer, Director, Market Research – Virology, Johnson & Johnson Geeta Padbidri, Director of Market Research, NPS Pharmaceuticals
	TRACK B	How to Combine Market Research with Competitive Intelligence Praveen Advani, Director/Team Leader, Global Market Research & Analytics, Merck & Co., Inc. Millie Cason, Director of Intelligence, Astellas Pharma Kumar Kantheti, Director, Portfolio Management, Shionogi Inc
	TRACK C	Emerging Markets and the Art & Science of Collecting and Interpreting Primary Market Research from India and China Moderator: Dr. Muneer Ahmad, Associate Director, Consulting Practice, Lifescience Dynamics Mini Pinto, Global Customer Insights Director, Merck & Co., Inc. Gail Santoro, Global Business Analysis, GE Healthcare Systems Rajul Shah, Director, Global Strategic Insights, Johnson & Johnson • Background and commonality between Japan, Korea, Taiwan, Singapore, China, India • Challenges in designing market research in IN and CN • Challenges in collecting qual and quant data from physicians o Techniques that work in each country o Data quality • Insight: Challenges in analysing qual and quant data with a layer of local knowledge, local norms and context • How to incorporate local knowledge when reporting insights
	TRACK D	Bucking the Status Quo: Looking Outside of Pharma For Innovative Research Ideas Moderator: Art McKee, VP Client Services, Affinnova Life Sciences Zack Apkarian, Sr. Director, Global Analytics, Pfizer Consumer Healthcare Karissa Cliff, Associate Director of Global Customer Insights, Mead Johnson Jeff Kenin, Director, Global Consumer Insights and Care, Merck Consumer Care Linda C. Mauro, Principal, illume, llc. The field of market research is undergoing significant transformation - driven by evolving market research needs and increasing adoption of new technologies. The pharmaceutical industry itself is facing a great amount of uncertainty, becoming increasingly saturated and commoditized while continuing to grapple with regulatory and FDA constraints that limit how a company or product can differentiate itself in the market. Other industries have undergone these challenges and realized the importance of embracing innovative solutions and techniques to achieve success in a changing field. Specifically, the Consumer Packaged Goods (CPG) industry represents an industry that is a disciplined, power user of marketing and market research techniques, but this has not always been the case. In fact, the CPG industry was forced to become more innovative because of increasing market complexity and business challenges that echo what Pharma is experiencing today. Now, CPG companies are extending their innovative approaches to research that includes physicians, patients, and caregivers who influence product decisions. Join us for an in-depth panel discussion with market researchers from leading innovative companies in the Consumer Packaged Goods, Over-the-Counter, and Pharmaceutical industries to learn: • What are the similarities and differences market research face across these industries? • How do panelists approach the challenges of marketing and messaging to patients and physicians? • What solutions are being used across industries to increase the ROI on innovation and marketing efforts, without compromising on study design?

11:15 – 12:00	TRACK A	The ‘Art’ of Market Research in Ultra-Rare Diseases Sandipa Dublish, Sr. Director Global MR, Alexion Pharmaceuticals The session will discuss the challenges of doing market research in ultra-rare diseases. Conventional data sources are absent in these therapeutic areas, thereby minimizing the role of traditional approaches to market understanding & monitoring. Only a synthesis of different methodologies can deliver true insights.
	TRACK B	“It Depends…”: Using Case-Based Research to Understand How Treatment Decisions Are Made in a Complex Marketplace Betsy Benning, Strategic Market Intelligence Lead, ExenatideOne, Amylin Pharmaceuticals James Kirk, Practice Leader, Quintiles Understanding clinically complex treatment categories, assessing new product opportunities, defining drivers of therapeutic behavior – they all boil down to answering the question, what do physicians’ treatment decisions depend on? In this live-example presentation, a client and their research supplier team up to show how the combination of an incisive research approach and a thoughtful, involved client team resulted in highly leverageable findings. The actual market research encompassed a range of new product entrants, market scenarios, and future market vantage points. Among the key issues this integrated team had to address was how to adapt the study design so that results could feed seamlessly into a sophisticated forecasting system already in place. Nearly 500 physicians and 2000 real patient cases provided the raw material for this sophisticated, yet practical, modeling effort.
	TRACK C	Perspectives from China Johanne Guarda, Business Development, Medefield Jackie Kwan, Business Development Director, Medefield Hong Kong This will be an interactive session addressing the expanding healthcare industry in China and exploring some successes as well as lessons learned in market research conducted in China. We will offer practical insight from several industry perspectives providing an in depth assessment of the state of the industry today, and projections for the future.
	TRACK D	From Social Listening to Netnography: The Research Methods That Are on the “Need to Know” List Julie Pilon, Director Healthcare, in-sync Now more than ever we need to be embrace innovation in our work. The topic of innovation is widespread across all industries but of course most acutely in healthcare where we are experiencing a perfect storm of challenges. Are we showing the same level of innovation in our research methods? Are we on the forefront of embracing the new methods that are now commonplace in companies that lead in the consumer world? Our experience is that pharma clients have been slow to embrace new methods and overwhelmingly rely on methods like focus groups and one-on- ones for customer insights. In an effort to familiarize market researchers to new methods that yield more robust, real world insights, we will share four innovative, hardworking methods that have proven to yield fresh, revealing insights – the kinds that are required now more than ever. We will share 4 actionable, new methods. Each of these methods is fresh to the pharmaceutical world and represent a leap forward. Participants will be exposed to the methods, their logic, how to use them, how to combine them and cases that illustrate the unique value they yield. The methods to be presented are: 1. Social Listening with a Social Science Lens, 2. Self-Netnography, 3. Reflective Journeys, and 4. Art Therapy. The session will be informative, experiential, actionable and fun!

12:00 – 1:00	TRACK A	How Does Your Market Research Group Compare Against Industry Best Practices Joann Androconis, Former Director, Market Research Excellence, Merck & Co., Inc. Scott Brunetto, Director, Global Market Research, Shire Sandipa Dublish, Sr. Director Global MR, Alexion Pharmaceuticals John Scaife, Director/Team Leader, Market Analytics, Pfizer Inc.
	TRACK B	Practical Advice for Developing Payer/Market Access Research and Strategies Moderator: Paul Villa, SVP, Ipsos Health Nikhil Gadre, Assoc. Director, Global Access - Oncology, Bristol-Myers Squibb Kathleen Regele, Payer and Healthcare Provider Customer Insights, GlaxoSmithKline A panel of client-side Payer/Market Access experts will weigh-in on a broad range of Payer-related topics with the single goal: share usable, practical advice with the audience. Ipsos Health will moderate this discussion which will include subjects such as: • Market access in Emerging Markets • Country-to-country tips on market access research • The role of quantitative methodologies in Payer research • Engagement strategies with Payers • Health economics and cost-effectiveness • Risk-sharing/ pay-for-performance • Key trends
	TRACK C	Unlocking the Business Opportunities of the Future in a Challenging Environment Lisa Courtade, Senior Director, Global Market Research & Analytics, Merck & Co., Inc. Mark Edelstein, Former Senior Director Market Research, Lundbeck Inc. Mike Halpin, Director Market Research ADHD, Shire Anindita Niyogi, Director, Enbrel Market Analytics, Pfizer Inc. Grace Samoil- Reynolds, Sr Director Global Strategic Analytics, Johnson & Johnson We have heard that the age of the blockbuster is over in the pharma industry. Learn how market research professionals are identifying new market opportunities and driving market expansion in a new era. Please join our panelists in exploring: • How companies are unlocking new business opportunities by identifying and evaluating new targeted markets or new segments within existing markets. • Understand key criteria for success in redefining what makes a market opportunity attractive, from pipeline and BD thru product lifecycle. • Learn the challenges and tools for how to identify and conduct market research in non-traditional and niche markets. Explore the changing roles and skills required of market research professionals in impacting and communicating the new business opportunities of the future.

Pre-Conference Workshops (Monday, February 6, 2012) [Separate Registration Required]
8:30 – 9:00	Registration & Networking Breakfast __________________________________________________________________________________________
9:00 - 10:45	Wargaming SESSION LEAD: Millie Cason, Director of Intelligence, Astellas Pharma __________________________________________________________________________________________
10:45 - 11:00	Networking Break __________________________________________________________________________________________
11:00 - 1:00	Choosing a Conjoint / Trade-off Approach i. Introduction to conjoint ii. When to use conjoint technique iii. When to use Discrete Choice, ACA, CBC, MaxDiff, etc iv. Benefits and challenges of each method v. Potential deliverables from various methodologies SESSION LEADS: Laetitia Bodivit, Senior Business Analyst, Lifescience Dynamics David Kuczenski, Director, Lifescience Dynamics _______________________________________________________________________________________________________
1:00 - 2:00	Networking Luncheon __________________________________________________________________________________________
2:00 - 5:00	Researching and Improving Compliance and Persistence With drug pipelines thinning, compliance and persistence are becoming the new frontiers of industry profitability – yet they are often poorly understood. The contents of this workshop will include: • The psychology of compliance and persistence • The standard behavioral models applied to compliance • The types of patients who are either non-compliant or non-persistent (they are different!) • How physicians often negatively impact compliance and persistence • Recent consumer attitude trends • Most academic studies focus on mono-therapies. What are the compliance dynamics of patients on multiple therapies? • A wide range of basic and advanced research techniques applicable to compliance and persistence • Strategies for improving compliance and persistence, both today and, as technology expands, in the near future SESSION LEAD: Peter Simpson, Principal, Segmedica _______________________________________________________________________________________________________
5:00	Pre-Conference Workshops Conclude __________________________________________________________________________________________

4:15 - 5:00	TRACK A	You Are Not Your Project Karen Tibbals, Former Team Leader, GMRA Neuroscience, Merck & Co., Inc. In an era of hard metrics, corporate Market Research departments are often defined by the budgets they spend and the projects they complete. But that runs the risk of the internal MR department being seen as an expense or glorified purchasing agents, potentially leading to long term erosion of budgets, staffing and/or outsourcing. Instead, we need to focus on defining metrics that capture the complete value of the internal corporate Market Research Department and in coaching our staff to recognize the value they provide when they go beyond order taking.
	TRACK B	Finally….a Practical Guide to Building Online Healthcare Communities! Kirk Olson, Vice President, Social Spaces, Ipsos Open Thinking Exchange Robert Ramirez, VP, Ipsos Health 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 projects. 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/web-sensing etc.
	TRACK C	A New Look at Ethnography – Reaching Further and Farther Than Ever Peter Simpson, Principal, Segmedica “Ethnography” has become very popular in pharmaceutical research in the past five years, but do we all really understand its scope and uses? We suggest that ethnography should be seen as: A range of observational techniques which, combined with market research techniques, can deliver additional insights and serve as a way of gaining input on important issues that respondents are unlikely to provide directly. Just as psychology based research can tell us why respondents do things and how we can influence those actions, observational research can tell us more about what they want and need to do and how we can support them to do it. In this session, illustrated by case studies, we demonstrate the principles and technology of a holistic approach to ethnography leading to a holistic view of HCPs’ and patients’ lives and their interactions leading to effective marketing and sale programs. Techniques described will include video ethnography, audio ethnography, Ethnographic Simulation Research (ESR™), in-home activity monitoring and blog and Social Media Monitoring.
	TRACK D	Heuristic-Based Decision Making – A New Approach to Predict Decisions Tim O’Rourke, Chief Research Officer, Healogix The standard approaches to predicting how a new product will be adopted assume that we are completely rational when we decide to use or not use a product. The logic of the approach is that we trade off benefits and flaws across a set of products to pick the best alternative. In mathematical terms, we are supposed to be maximizing the utility of each feature in the products. It might be particularly reasonable to assume that this is how healthcare providers make treatment decisions. In healthcare, more than in any other context, don’t all decisions have to be purely rational? There is a lot of evidence that suggest this is not what we do when we make decisions, even if you’re a physician. There are elements of decision making that are done either instinctually or impulsively or both. These more irrational elements of decision making have gained a lot of attention in the popular press over the last few years. In fact, it seems that we may be more likely to rely in instinct when the decision is complex, which is a completely fair characterization of many healthcare decisions. It also seems that we may make rationale tradeoffs only after the decision is made, where we articulate the tradeoffs in an effort to justify what we have already decided. So what’s going on? Why are our instincts so good? It seems likely that underneath our instinctual decision making is an elaborate array of decision rules or heuristics. We develop these rules over time and with experience, which explains why experts are so much better and faster at making decisions than novices. Examples of heuristic based decision rules are things like elimination rules and acceptance rules, where you always eliminate or accept an alternative if it has a key feature. Price is classic product feature that often prompts elimination or acceptance rules. So where does this leave us if we want to make predictions about decision making, particularly as they relate to treatment decisions? Recent developments in software algorithms now allow us to build rule based simulations of future market scenarios using just heuristics.This session will illustrate how to use a rule based approach to predicting product adoption. It will be based on a blinded case study and will include: • Clarifying how to structure initial IDIs to solicit useful decision rules • Outlining how decision rules can be used to create a market simulation tool similar to what is typically developed for a discrete choice study • Discussing how a set of decision rules from a small sample can be used to reliably predict product adoption • Exploring the prospect of this approach being the solution to small scale quantitative research needed in our industry • Clarify the implication and application for global research • Emphasizing the value of having explicitly defined decision rules for adopting new products

DAY 1 (Tuesday, February 7, 2012)
General Session:
7:15 – 8:15	Registration & Networking Breakfast in Exhibition Hall __________________________________________________________________________________________
8:15 - 8:30	Chairpersons’ Opening Remarks Praveen Advani, Director/Team Leader, Global Market Research & Analytics, Merck & Co., Inc. Anne Hale, Senior Director/Team Leader, Pfizer Inc. Jaya Subramaniam, Executive Director, MR Oncology, Bristol-Myers Squibb __________________________________________________________________________________________
8:30 – 9:30	Keynote: The Next Wave of Change – Thriving Professionally in a World of Revolutionary Upheaval Rich Daly, Former Executive Vice President, Takeda Pharmaceuticals Traditional skill sets are a fantastic base for future success in the industry. Changing times will demand non-traditional approaches to build unique experiences and abilities. How will you differentiate your personal portfolio to succeed in the industry of tomorrow? The response to this upheaval begins on a very personal level. Will you be prepared to serve your clients—internal or external— and stand out by driving their business forward? Success in this next wave means being prepared to thrive and successfully navigate this new and complex landscape. Great opportunities lie ahead for your business, your clients and for you – but only if you act with great purpose, speed and foresight. ________________________________________________________________________________________________________
9:30 – 10:15	Keynote: World-Class Market Research & Analytics: A Road Map to Transformation Lisa Shaw, VP, Global Commercial Support, Merck & Co., Inc. - The Need for Evolution in Market Research - What defines "world-class" - What are the milestones in the road map to transformation of a market research and analytics center of expertise (CoE) ? - How does a market research and analytics CoE demonstrate business excellence? - How can market research and analytics CoE stay ahead of the game? __________________________________________________________________________________________
10:15 – 11:15	Networking & Refreshments in Exhibition Hall __________________________________________________________________________________________
11:15 – 12:00	Keynote Panel: Reaction/Response to Keynote Presentations (Panelists are Advisory Board Members) Praveen Advani, Director/Team Leader, Global Market Research & Analytics, Merck & Co., Inc. Stuart Greenberg, Deputy Director, Global/Oncology Market Research, Bayer Healthcare Anne Hale, Senior Director/Team Leader, Pfizer Inc. David Scowcroft, Senior Vice President, Ipsos Health Jocelyn Trokenheim, Sr. Director, Business Development, Takeda Pharmaceuticals __________________________________________________________________________________________
12:00 – 1:15	Networking Luncheon __________________________________________________________________________________________
1:15 – 2:15	Networking Roundtable Discussions Led by an expert at each table placed throughout conference areas (refer to Exhibitor Diagram). Participants may freely move from one table to another in this open space environment.)

Participants may choose 1 of 3 concurrent tracks

ROUNDTABLE 1	Generics- How Do You Identify & Assess Value in the Future? Jennifer Guzman, Director, Marketing, Teva Health Systems
ROUNDTABLE 2	Developing Consultative Skills in Marketing Researchers Paul Saatsoglou, Executive Director- Market Research & Business Analytics, Eisai, Inc.
ROUNDTABLE 3	Heuristics- An Opportunity for Marketing and Marketing Research Tim Edbrooke, President, Healogix
ROUNDTABLE 4	New Strategies in Global Market Research Frank Wang, Director, Afinitor Global Business Analysis, Novartis Oncology
ROUNDTABLE 5	Being a Strategic Business Partner With Fewer Resources: Doing More With Less Gerarda Collins, Former Director/Team Leader, Global Market Research & Analytics, Merck & Co., Inc.
ROUNDTABLE 6	Market Research, Sales and Marketing- Breaking Down the Silos to Gain Better Alignment Paul Ciavolella, Director, Business Analytics, Pacira Pharmaceuticals, Inc.
ROUNDTABLE 7	Wargaming Millie Cason, Director of Intelligence, Astellas Pharma
ROUNDTABLE 8	How Market Research Can Provide Leadership in Turning Around a Brand Carin Burke, Director, Marketing Analytics & Sciences, Noven

FEBRUARY 7-8, 2012
Hilton Parsippany Hotel, Parsippany, New Jersey