AGENDA

Powerful sessions in various formats (Presentations, panels, and round tables) from expert speakers hitting groundbreaking territory and discussing what matters most.

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SPEAKERS

Distinguished industry leaders who come prepared to actively engage and share the latest insights.

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TESTIMONIALS

The EPMRC was one of the most informative, thought-provoking and insightful conferences that I have attended for several years. I recommend EPMRC as a must attend to all those in market research and decision support roles across Europe.

 

MSD

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MASTERCLASS/WORKSHOPS
Thursday, 20 October 2016
CONFERENCE DAY 1
Friday, 21 October 2016

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Guy Murray, Director, Market Research & Analytics, MSD
Susanne West, Head of European Market Intelligence, Teva Pharmaceuticals Europe

Keynote: Newness. Predicting the Future with the Internet of People

Miguel Jimenez, Head of Strategy, Fast Forward

Change is the new normal.

It doesn’t matter how fast your strategy advances, there’s always a gap that makes your competitors move faster. Digital acceleration and massive demographics define an era where every business is in the business of interaction and experiences. You are not a pharma manufacturer, you are a pharma services company. Learn about how to use people as newness sensors to identify opportunities that will lead your company into a better competitive landscape. We cannot predict the future, but if we observe every detail shaping the present, we can invent it and we can lead it.

Keynote: A Great Idea Can Come from Anywhere – Innovation at Johnson & Johnson

Dr. Klaus Suwelack, New Business Development & Innovation Management, Janssen Germany

· How the largest and most diversified healthcare company in the world is dealing with innovation

· Partnership as key element – forms of investment and co-development
· New incubation model for Europe

Networking & Refreshments in Exhibition Hall

A Catalyst for Transformation: How a Product Launch Primed a Cross Functional Workforce for 2020 and Beyond

Kirsten H. Detrick, General Manager, Österreich/Austria, Takeda Pharma Ges.m.b.H.

This is a case study of how Takeda is using the global launch of…

an innovative biologic product to transform itself from a traditional pill/potion/patch company to a biologics/scientific/specialty oriented company.

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Awareness Alone is Not Enough!

Barbara Walser, Director, Market Research, Dynamics and Competitive Intelligence, AgNovos Healthcare GmbH

High awareness does not ensure high acceptance/sales of a product.

Prevent the pitfalls associated with one-dimensional ATU-trackers: clarify the relevance of messaging to physicians.

TRACK B

Presentation: iAdBoard®: An Online Solution for Traditional Market Research

Amalia De Luca, Ph.D., Consultant, Lifescience Dynamics Limited

• Pros and cons of online research and bulletin board solutions

• What do respondents think of the online experience?
• The client’s prospective
• A case study with both physicians and payers

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Merge of Clinical Evidence and Market Research for Valuable Insights

Frank Schröder, Head, Global Market Insights & Business Analytics, Vifor Fresenius Medical Care Renal Pharma

TRACK B

The Only Way is Mobile: Drug Forecasting in the Age of Personalized Medicine

Robert Dossin, European Client Solutions Director, SKIM

With the odds stacked against a new product in a complex, competitive market, one pharma client needed insights that traditional market research methods just couldn’t touch.

Which patients? What type? How many? What the brand team didn’t expect was an approach that captured prescribing intent with such precision that it turned round conventional thinking and elevated a ‘simple forecast’ to a robust, compelling evidence base for a winning strategic direction. Powering fresh momentum, confident decisions, more impactful customer engagement and better informed physicians, the ‘in-the-moment’ clarity of mobile forecasting proved the albeit unanticipated driving force that ensured a successful launch.

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

The Challenge of Normalisation

Nicola Cowland, CEO, Cello Health Insight
Paul Mannu, Master Practitioner, Behavioural Insights, Cello Health Insight

• What approaches can be used to portray the reality of patients’ clinical burden? Who do you need to engage with and how?

• How can you reveal normalisation to the patient so they ‘see’ it and communicate their experience of a disease or treatment more accurately?
• How can you address normalisation to in a way such that patients get and stay on track with treatment?
• How can you know that normalisation is taking place if patients themselves can’t see it?

Normalisation leads to under-reporting by patients of the clinical burden of disease and is one of the biggest challenges we face in customer insight research. It leads to disconnection in patient-HCP interactions, undermines compliance and persistence and makes it hard for patients to identify their unmet needs. Getting to understand patients better from early stage by unravelling normalisation and its consequences is invaluable in the push for improvement in treatment, devices and new formulations.

TRACK B

Untapped Potential - The Role Of Patient Information Websites In Pharma Marketing

Alisa Missling, Research Consultant User Experience, eye square GmbH

The presented study focuses on patient’s needs and expectations towards an information website.

Four pharma-hosted diabetes websites in the German-speaking area were explored in a representative online survey with 90 patients suffering from Diabetes type I or II. In addition to explicit survey data, implicit, physiological measures were employed in order to reveal what patients cannot express or talk about a. A number of best practices are derived that help to create information websites that really fit users’ needs and therefore foster the market success of your brand.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Challenges of How to Maximize, Leverage the Data All Around You

Dennis Engelke, Director, Business Analysis & Insight, Jazz Pharmaceuticals
Vikas Hiremath, EU+ Strategic Insights and Analytics, Interferons Lead, Biogen
Lluis Lagarda, Senior Manager Business Intelligence, Biotronik

TRACK B

Maximizing Market Research Throughout an Organization

Dr. Frauke Hein, Chief Business Officer, AdrenoMed AG
Jack Jing, Global Business Development Manager, Seacross Pharmaceuticals
Marco Koch, Senior Director, Central Market Research Group, Merz Pharmaceuticals

Evening Socializing & Networking Reception in Exhibition Hall

Registration & Networking Breakfast in Exhibition Hall

Deep-Dive Round Table Discussions

ROUND TABLE 1
Gamification in MR
Dr. Petra Leiding, Head of Business Analytics, Teva Berlin
ROUND TABLE 2
Embedding Patient Centricity in the Corporate Culture – How Market Research Can Contribute
Marco Koch, Senior Director, Central Market Research Group, Merz Pharmaceuticals

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

A Structured Approach to Set Up a Market Intelligence Organisation

Bernold Beckenbauer, Head of Healthcare Market Intelligence, Linde

- Presentation of a structured approach to set up a new market intelligence organization

– Presentation of process & essentials to set up a market intelligence organization
– Key areas to focus on initially
– Value of using an established framework

TRACK B

Identifying Emerging Treatment Algorithms Using Process Tracing

Doug Willson, Ph.D., Senior Vice President, A+A

Process tracing is a method for investigating how physicians and other healthcare providers make diagnosis and treatment decisions.

Originally developed for consumer market research on choice processes conducted in the 1970’s, process tracing investigates the steps physicians take to acquire information about their patients, as well as their ultimate diagnosis or treatment decisions. This presentation shows how process tracing methods can be used in qualitative and quantitative market research to identify the treatment algorithms that physicians and other healthcare providers actually use in their practices.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Data Protection

Guy Murray, Director, Market Research & Analytics, MSD

TRACK B

Lights, Camera, Insights: From Study to Story in Pre-Diabetes Behavior Change

Steve Martino, Co-Managing Partner, M Health
John Surie, Customer Insight Director, M Health

In a world of YouTube, Netflix, and Instagram, market researchers would do well to harness the arts of filmmaking and storytelling.

Increasingly, these are the coin of the realm when it comes to informing, engaging and enlightening audiences of all kinds. This talk looks at how the power of motion picture is being applied today to the capture and dissemination of market research insights.

Networking Luncheon

Announcement of Raffle Prize Winners

From Basic Science to Spin-off Companies in the Pharmaceutical Space

Dr. Peter H. Seeberger, Professor, Freie Universität Berlin, Institute of Chemistry and Biochemistry

Funding of the basic sciences results in major payoffs to society by means of tech transfer as well as the creation of companies.

Using automated oligosaccharide synthesis and continuous chemistry as examples, this presentation will show how fundamental advances in science have resulted in novel vaccines and efficient processes for active pharmaceutical ingredient production. The breakthroughs have been patented and resulted in spin-off companies in Germany that garnered significant funding.

How CI Can Complement MR

Rafaat Rahmani, BBA, MBA, Founder & President, Lifescience Dynamics Limited

• Summary of the differences between MR and CI

• How can CI add to a MR project: when a hybrid CI + MR project could be a good choice
• Designing a hybrid project: either concurrent or sequential research
• Survey results from those that work with both CI and MR

Summary & Key Takeaways

(panelists are Advisory Board Members)
Guy Murray, Director, Market Research & Analytics, MSD
Lottie Pollak, Head of Global Market Research, GlaxoSmithKline
Susanne West, Head of European Market Intelligence, Teva Pharmaceuticals Europe

Conference Concludes