Pharma Market Research Conference

The Pharma Market Research Conference has put together a program agenda to address the
most pressing and relevant issues facing our industry today. The program will provide
important insights through a balance of formats including formal presentations, panel
discussions, and smaller intimate discussion groups. Speakers and panel members include
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 and be part of something big!

AGENDA

FOCUSED TOPICS
INDUSTRY LEADERS
IN-DEPTH DISCUSSIONS

FEBRUARY 1-2, 2010 NEW JERSEY

DAY 1 (Monday, February 1, 2010)
General Session:
7:15 – 8:15	Registration & Networking Breakfast in Exhibition Hall __________________________________________________________________________________________
8:15 - 8:30	Chairpersons’ Opening Remarks __________________________________________________________________________________________
8:30 – 9:15	Keynote Presentation: Pharma Survival Game: Swim with Competitors without Being Eaten Alive The U.S. pharmaceutical industry -- the largest market in the world -- is transforming from the Growth Stage to the Competitive Stage of its lifecycle. New products are scarce, markets are stagnating, regulations are limiting promotions, brand competition is intensifying, and generics are eroding brands. This interactive session will: Examine the U.S. pharmaceutical industry’s transition from a growth to a mature industry Identify key elements of the Competitive Stage Review examples of pharma companies’ increasingly intense competitive activities Discuss case studies that may foreshadow winning strategies and tactics Stan Bernard, President, Bernard Associates __________________________________________________________________________________________
9:15 – 10:00	Keynote Presentation: Market Research Insight: Seeing Patterns That Produce Winning Brands In Turbulent Times Market-research all-stars have learned how to turn oceans of data into breakthrough insights. This ability allows them to see patterns that others miss – helping them avoid market pitfalls that hobble competitors and to produce winning brands even in times of turbulent change. This presentation will share field research findings and case examples of how winning bio-pharma Market Research organizations build systems that enable them to see marketing opportunities that others miss. Key findings that will be shared: Managing the insight process Case Examples of Success & Failure Project design that favors success Critical hidden competencies that characterize Market Research All Stars The power of effective market research recommendations Packaging and presenting insights to move different executive groups Cultivating market research high performers and high performance Chris Bogan, Chief Executive Officer, Best Practices, LLC __________________________________________________________________________________________
10:00 – 11:00	Networking & Refreshments in Exhibition Hall __________________________________________________________________________________________
11:00 – 12:00	Keynote Panel: Reaction/Response to Keynote Presentations (Panelists are Advisory Board Members) Grace Samoil Reynolds, Sr Director Global Strategic Analytics, Johnson & Johnson Thomas Han, Vice President US Marketing, Biovail Ann Hale, Senior Director/Team Leader, Pfizer Sandipa Dublish, Director Global Market Research, Eisai Stuart Greenberg, Deputy Director, Global Market Research, Bayer Mark Edelstein, Senior Director Market Research, Lundbeck __________________________________________________________________________________________
12:00 – 1:00	Networking Luncheon __________________________________________________________________________________________

1:00 – 2:00	TRACK A	Leveraging Market Research for Forecasting The panel discussion will focus on how to best use primary MR in situations where historical data and trends are not good guides for future. Panel will review challenges in New product forecasts Diagnosing launch performance & recalibrating forecasts for newly launched drugs Forecast revisions for mature drugs in ‘trend breaker’ situations (e.g., launch of a new competitor, competitor going generic, new science that may change how the disease is diagnosed/treated) Panelists will share their experiences regarding the type of market research studies that can be used in these situations, and issues related to study design and interpretation of data. Moderator: Sandipa Dublish, Director Global Market Research, Eisai Panelists: Sanjaya Shunglu, Director, Market Research, Bristol Myers Squibb Co Matthew Handel, Sr. Director, Global Business Analysis & Forecasting, Shire Grace Samoil Reynolds, Sr Director Global Strategic Analytics, Johnson & Johnson Anindita Niyogi, Director, Specialty Care Market Analytics, Pfizer Inc. Julie Clemens, VP, Client Consulting, Nielsen
	TRACK B	Challenges of Doing Market Research in Emerging Countries Moderator: Alok Aggarwal, Co-founder and Chairman, Evalueserve Panelists: Branimir Brankov, M.D., M.B.A., Sr. Director Strategic Business Intelligence, Merck & Co., Inc. Marjorie Norman, Director, Worldwide Competitive Intelligence, Pfizer

Participants may choose 1 of 2 concurrent tracks

2:00 – 2:45	TRACK A	Portfolio Positioning Using Feature-Benefit-Value Segmentation The presentation demonstrates how Feature Benefit-Value (FBV) segmentation can be used to position and target a product portfolio. The concept of the FBV segmentation method is reviewed along with a high level overview of the underlying statistical principles. An example from the Medical Device industry and results of the process are presented. A comparison between FBV segmentation and a benefits only approach to segmentation is reviewed. Lessons learned from the effort are also discussed. The presentation concludes with an analysis of a post-hoc segmentation using Classification and Regression Trees as a means to help target the portfolio. Christopher Perkins, Senior Manager of Business Intelligence, Roche Diagnostics
	TRACK B	Research Project: Market Research in the Biopharma Industry - Trends in 2010 Panel Intelligence will conduct a survey of market research professionals and other relevant decision makers in biopharma companies in late 2009-early 2010 to develop data providing insight into practices, spending, and trends in the industry regarding market research in 2010. In particular, we will develop data and present regarding the following topics: Describe trends in spending on market research in 2010 Identify plans for allocation of market research dollars among different research methods and applications, analytical techniques uses, new vs. existing products etc. Explore factors and criteria for selecting market research vendors Discuss types of business relationships with market research providers Scott Packard, Senior Vice President, Research, MedPanel

Participants may choose 1 of 2 concurrent tracks

4:30 – 5:30	TRACK A	Role of Market Research in the Evolving Next Generation Bio-Pharma Panelists: Ajaya Das, Associate Director, Market Research, Bristol Myers Squibb Co Lisa Griffith, Associate Director, Market Research, Ironwood Pharmaceuticals Glen Misek, Director, Marketing Analytics and Business Insights, Abbott (invited) Jim Barlow, Global Market Research Point - Ridaforolimus, Merck Oncology Anindita Niyogi, Director, Specialty Care Market Analytics, Pfizer
	TRACK B	Panel Discussion Topic: Managing Vendor Relationships in Pharma Companies in These Economic Times Panelists: Patricia Phillips, Manager Market Research, Daiichi Sankyo Donna DiStefano, Global Market Research Manager, Alcon Laboratories Stuart Greenberg, Deputy Director, Global Market Research, Bayer

Participants may choose 1 of 2 concurrent tracks

8:30 – 9:15	TRACK A	Demonstrating How Market Research can Shape and Influence Business Decisions Market research is an integral partner in any decision making process at any phase in the pharmaceutical lifecycle. In this presentation, the focus will be on various market research touchpoint projects to: Inform critical brand decisions such "go/no go" for further clinical development Assess optimal brand positioning and messaging through research with physicians and patients Gauge the level of success of a sales force with respect to message delivery and physicians' message play- back Track new-to-brand and new-to-market patients and identify switch patterns Assess Direct to Patient, Physician or Consumer promotional ROI of various channels and media Predict erosion and line extension trends based on analog research Barbara Haimowitz, Associate Director, Market Research & Planning, Regeneron Pharmaceuticals, Inc.
	TRACK B	The Difference Engine: A new approach to finding your product's point of differentiation Moving market share in a competitive market requires one of two strategies: outspend or outsmart your competitors. Assuming your decision is to outsmart rather than outspend, you need to be sure your marketing expenditures have the greatest return per dollar spent. In addition, you have to determine where you can win and where you won’t. The research we will present supports the following orientation – by focusing on the patient, or your customer’s customer, and showing how your product addresses different patient segments, you can communicate with physicians in a way that is more in sync with what matters to them. We have set up a new framework for understanding how your product fits in the physicians’ landscape of patients they treat. The philosophy is simple: focus on the physician’s patients, figure out where each product fits relative to patients, and in the process identify where the opportunities are, and how to shore up your points of vulnerability. Tim Edbrooke, Chief Business Officer, Healogix

Participants may choose 1 of 2 concurrent tracks

11:00 – 12:15	TRACK A	Best Practice: How to Design and Execute Market Research for Senior Decision Makers Too often extensive / exhaustive / expensive research is completed with little to no impact on final decision making considerations. Find out what others have done to ensure their research is the center point of any important decision- making process and what you can learn from their experience. Moderator: Sanjiv Sharma, Vice-President of Commercial Affairs, Nicox Panelists: David Berman, Sr. Director, Global Customer Insights, Merck Stuart Greenberg, Deputy Director, Global Market Research, Bayer Glen Misek, Director, Marketing Analytics and Business Insights, Abbott (invited) Paul Snyderman, Chief Research Officer, Ipsos Health Thomas Han, Vice President US Marketing, Biovail
	TRACK B (11:00-11:45)	Conjoint Analysis – A Tool to Combine Market Research, Product and Business Development Is a simple method or model to investigate how buyers “value” different product and service features Is used to support product / service development, pricing and market segmentation Optimizes product profile, price elasticity, product performance, product deletion/addition, for competitors reaction Requires quantifiable product attributes and discrete attribute levels Results from a study for a diagnostic product are presented Erico von Bueren, Global Product Marketing Manager, Thermo Fisher Scientific
	TRACK B (11:45-12:15)	Market Research in Asia Best Strategies for Market Research in Asia Pitfalls to Avoid Different Strategies for Different Asian Countries How Can Asian Research Drive Your Strategy in the Region The Importance of Primary Doctor Research in Asia Ames Gross, President and founder, Pacific Bridge Medical

Participants may choose 1 of 2 concurrent tracks

2:45 – 3:45

Networking & Refreshments in Exhibition Hall

5:30 – 8:30

Evening Socializing Events! Casino Gaming, Reception & Networking

DAY 2 (Tuesday, February 2, 2008)
7:15 – 8:15	Registration & Networking Breakfast in Exhibition Hall __________________________________________________________________________________________
8:15 - 8:30	Chairpersons’ Opening Remarks __________________________________________________________________________________________

9:15 – 10:00	TRACK A	Managing the Marketing Analytics Deliverables in Joint Commercialization Engagement Part of AstraZeneca’s corporate strategy is to establish successful external collaborations. AstraZeneca has a long- standing commitment to cardiovascular health and has an established presence in the cholesterol market. Marketing analytics plays a key role in promoting the success of these collaborations, including pre-contract financial analyses, contract negotiation, setting a sales force strategy, execution and impact reporting, and more. Over the past two years, AstraZeneca has participated in several joint commercialization and co-promotion agreements in the cholesterol market. This discussion will focus broadly on the nature of the marketing analytics deliverables as well as the practical side of how to make the best use of the derived marketing insights. Geoffrey Scott, Senior Manager, Quantitative Commercial Insights, AstraZeneca Seth Reno, Brand Insight Director, AstraZeneca
	TRACK B	New Developments in Customer Preference Measurement Understanding customer preferences and customer decision making is the key to developing new products, understanding how to segment and target the market and how to effectively communicate with customers. This presentation will cover new developments in measuring customer preferences. In the current economic environment, such robust measurement will allow market research to learn more from the results and utilize the information to develop robust segmentation and messaging. V. “Seenu” Srinivasan, Ph.D. Adams Distinguished Professor of Management, Stanford Graduate School of Business R. Sukumar, Ph.D., President, Optimal Strategix Group, Inc.

Participants may choose 1 of 2 concurrent tracks

12:15 – 1:15	Networking Luncheon _____________________________________________________________________________________
General Session:
1:15 – 2:00	Keynote Talk or Keynote Panel _____________________________________________________________________________________
2:00 – 3:00	Summary and Key Takeaways (Panelists are Advisory Board Members) Thomas Han, Vice President US Marketing Biovail Ann Hale, Senior Director/Team Leader, Pfizer Sandipa Dublish, Director Global Market Research, Eisai Stuart Greenberg, Deputy Director, Global Market Research, Bayer Mark Edelstein, Senior Director Market Research, Lundbeck _____________________________________________________________________________________
3:00	Conference Concludes

10:00 – 11:00

Networking & Refreshments in Exhibition Hall

3:45 - 4:30	TRACK A	Doing The Unthinkable: Linking Arms With Your Competition To Provide A Better Client Experience Everyone understands how competitive the landscape is right now for the primary market research service provider. With healthcare clients (pharmaceutical, biotech, diagnostic, device, etc.) dealing with decreased budgets and increased expectations, it’s easy to see why market research companies are increasingly becoming more combative in the fight for their economic survival. But, even in today’s rugged environment, are there opportunities for market research competitors to collaborate? And, if so, how and when do these collaborations benefit pharmaceutical and biotech clients? In this presentation, the owners of two established primary market research companies will explain how their companies have worked together to prospect targeted companies and converted them into loyal clients. Kendall Gay, Principal, KGC,Inc. George Grubb, Principal, G & S Research, Inc.
	TRACK B	Bringing Your Research Alive and Achieving a More Cost Effective Result Research is a living, breathing set of human interactions Can we really put healthcare providers and patients together in research? Reasons to stop separating ourselves from the market by two layers of bullet proof glass and a moderator Defining research by the results that we need instead of by the techniques that we use In this dynamic session we will break away from dogmatic approaches and present compelling case studies, including video, in favor of fresh insights and actionable solutions that have proven track records in pharma research. Self-moderated dyads Ethnography e-nography In-office recordings Natural Language Processing/Linguistic Analysis And more! Peter Simpson, Principal, Segmedica

Participants may choose 1 of 2 concurrent tracks

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