Agenda

CONFERENCE DAY 1
Tuesday, 24 October 2017
CONFERENCE DAY 2
Wednesday, 25 October 2017

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Guy Murray, Director, Global Brand and Customer Insights, MSD
Susanne West, Head of European Market Intelligence, Teva Pharmaceuticals

Keynote: Building a Strong Biotech Basis in Europe – Mastering a Strategy Between Dealmaking and Own Developments

Claus Kremoser, General Manager, Phenex Pharmaceuticals AG

Europe has so far not evolved a breed of biotech companies that could match the successes of their US counterparts in terms of product developments and market caps.

A key reason for that amongst others is the lack of an appropriate biotech financing environment. Despite the lack of sufficient innovation capital, a few selected EU companies have managed to close financially attractive deals with US pharmas. This shows that there is a good technological basis but a lack of drug development efforts in the EU. One company that has demonstrated remarkable profitability just by dealmaking is Phenex Pharmaceuticals by generating revenues in the 100s of millions just with 25 employees. This talk will briefly summarize the key success factors of Phenex’s approach so far and will outline a strategic perspective how to build a biotech company in Europe from scratch to market success.

Keynote: 42 is the Answer. Now What Exactly is Your Question? Market Research in the Changing Biopharmaceutical World

Michael Pröschel, Head Northern Europe and General Manager, Vifor Pharma

The combination of data and analytics is being touted as the missing key to unlock new sources of healthcare value and innovation.

Pricing pressure will be a driving factor for the industry to move from a pure fee-for-service model to value-based care. Advances in diagnostics and personalized medicine will change our conventional business model. Increasingly non-traditional players will enter the health care marketplace.
What are the questions we need to ask today, to have the right answers for tomorrow’s biopharmaceutical world? This presentation will give you an overview of some of the challenges the industry will face by 2020 and which role market research can play.

Networking & Refreshments in Exhibition Hall

Keynote Panel: Reaction/Response to Keynote Presentations

Katrin Hoffmann, Head of Marketing Strategy, Senior Director, UCB
Christine Launay, Director, Global Commercial Insights, Actelion, Johnson & Johnson
Camilla Røddik Lund, Head of Global Market Research, Global Market Analysis, H. Lundbeck A/S
Guy Murray, Director, Global Brand and Customer Insights, MSD
Lottie Pollak, Head of Global Market Research, GlaxoSmithKline
Susanne West, Head of European Market Intelligence, Teva Pharmaceuticals
Xander Wiewel, Global Customer Insights Leader, Elanco

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

How to Increase Customer Experience Quality Improving Interaction Capability Through a Coaching Model

Andrea Pecci, Business Insight & Commercial Excellence Lead, Takeda Italia s.p.A.

TRACK B

Issues and Trends Shaping the Future of Healthcare in the Digital Era

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

• Global healthcare landscape and current issues

• Healthcare cost drivers and cost-containment strategies
• The era of empowered patients: a shift in power within healthcare
• New players that are entering and reshaping the healthcare landscape
• Technologies and innovation impacting the future of healthcare

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

How to Adapt to the New World of Information Overkill - Generate Insights That are Recognized

Frank Schröder, Director, Global Market Insights, Vifor Fresenius Medical Care Renal Pharma

TRACK B

Harnessing Digital Messaging Services to Get Us Closer to Respondents

Nicola Cowland, CEO, Cello Health Insight
Damian Eade, Global Head of Digital Services, Cello Health Insight

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Patient Centricity: Keeping Patients at the Forefront

Nicky Barclay-Prout, Associate Director, Research Partnership
Anne Cunningham, Director, Research Partnership

Patient centricity is a term we are hearing more and more, it is a phrase that is rapidly becoming an industry catch phrase.

As patients become increasingly involved in their own health and healthcare systems demand more evidence of outcomes, pharmaceutical organisations have been moving towards a business model that puts patients at the heart of everything they do. In this paper we will deliberate the meaning of patient centricity and why it is so important, the impact of patient centricity on pharma/biotech, discuss relevant case studies on supporting patient centricity through research and finally considerations for the future for patient centricity.

TRACK B

Integrating Market Research and Competitive Intelligence to Harness Actionable Insight in the Biopharmaceutical Sector

Dave Alderman, President, Molekule Consulting
Daniel Pascheles, CEO, Molekule Consulting

• The practice of biopharmaceutical market research and competitive intelligence are not mutually exclusive. Although both practice areas are distinct – meaningful overlap exists.

• This talk discusses how to build “best practices” for your team, integrating relevant and complimentary functional roles and findings from MR and CI.
• By integrating key learnings from both practices, companies are able to harness strategic and actionable insight into the biopharmaceutical sector.

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

New Ways of Presenting Study Results

Alexander Edte, Business Unit Director, AplusA

TRACK B

When Size Matters…and What You Can Do About It: The Perils and Permissions of ‘Small Data’ Modeling

Susan Schwartz McDonald, Ph.D., President and CEO, NAXION

Although some sectors are awash in Big Data, customer judgments are still indispensable ingredients in forecast models, especially in the Life Sciences.

Unfortunately, predictive analytics used to support commercialization and manage uncertainty must often rely on scanty data from small survey samples that push the boundaries of statistical confidence. We all know the routine cautions but we don’t necessarily know the permissions – and what risks are worth taking. This talk shares empirical findings that systemically map the small data space to determine where models built on samples smaller than 50 are most vulnerable, and what tactics that can be used to shore them up. Researchers can expect practical guidance on how to minimize risk, with important applications for early-stage commercial strategy and models built on small specialties or regional populations.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Why Market Research is and Should Remain a Core Competence in Light of Big Data? Opportunities and Challenges Ahead to Stay Competitive

Eva Maria Bossong, Head Insights DACH, Ipsen

TRACK B

Beyond the Patient Journey: Mapping the Sickle Cell Ecosystem

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

By tracing a more or less linear course through the care environment, Patient Journey research provides foundational understanding of patient flows, decision points and care gaps.

But the real world isn’t necessarily linear. Patients and care providers act within a complex ecosystem of interacting forces that shape the choices they make. This talk follows a patient’s journey through the Sickle Cell Ecosystem, exposing the often hidden influence of stakeholders such as employers and community groups over decisions made in the clinic.

Evening Socializing & Networking Reception in Exhibition Hall

Registration & Networking Breakfast in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Career Development, Cultivating Soft Skills

Matthias Borst, Global Vice President Commercial Excellence Diabetes Care, Becton Dickinson GmbH
Karin Busse, Associate Director Marketing - Project Lead New Pain Brand Launch, Grunenthal
Dennis Engelke, Director, Business Analysis & Insight, Jazz Pharmaceuticals
Vikas Hiremath, EU+ Strategic Insights and Analytics, Interferons Lead, Biogen
Katrin Hoffmann, Head of Marketing Strategy, Senior Director, UCB

TRACK B

Best Practices of Market Research Outside of the Pharma Industry

Jemma A. Lampkin, Segment Manager, Aerospace Coatings, AkzoNobel
Davide Maiello, Head of Market and Business Intelligence Europe & CIS, Knauf Insulation

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

How to Build a Business Case in a Generic Market Where No Real Good Data Exist

Richard Middleton, VP Business Development, PAION AG

TRACK B

Biosimilars: How to Stay Competitive Against a Pending New Wave of Entrants

Adriënne Hoevers, Senior Research Manager, SKIM

Of all recent developments in the pharmaceutical industry, only few have provoked such controversy and commotion as biosimilars.

Since the introduction of the first biosimilar Omnitrope in 2006, 27 more biosimilars have been launched in Europe challenging the original brands at lower cost in various diseases. Especially the recent breakthrough entry of biosimilar monoclonal antibodies have brought a new level of complexity, making it a much tougher environment for biologics originators. It’s no longer just about lowering costs.
In this presentation we share our views on how market research and analytics can help forecast and impact the uptake of biosimilars in different market situations. We put these views into practice by sharing learnings and challenges from a recent uptake study in the area of rheumatology among physicians and pharmacists.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Analytics. From Descriptive to Prescriptive to Optimization… How to Bring Market Intelligence and Market Research to the C-Suite

Davide Maiello, Head of Market and Business Intelligence Europe & CIS, Knauf Insulation

TRACK B

As a Pharmaceutical Industry Are We Ready to Evolve or Are We Prepared to Stagnate? Gamification: Valuable or Simply Smoke and Mirrors?

Carolyn Chamberlain, Head of Client Strategy & Marketing, Adelphi Research

Are you bored of the standard research techniques used to draw answers to your critical business questions?

Do you want to engage more effectively with your key stakeholders to promote a richer response?
Do you want to excite your brand teams with innovative techniques to enhance brand communications?
Do you want to explore the value and benefit of using gamification to drive response rates and better insights?

1. How the application of innovative methods can make research more interactive and engaging, resulting in more insightful outcomes
2. How to generate emotional insights using games and how to use these to enhance brand communications

This talk will share the practical value of gamification and interactive research techniques. Be prepared to become a change agent in our industry.

Networking & Refreshments in Exhibition Hall

Networking Round Table Discussions

PARTICIPANTS MAY CHOOSE 1 OF 3 CONCURRENT NETWORKING ROUND TABLE DISCUSSIONS
Interested in more than one topic? Round tables will be held in two consecutive, back to back 50 minute sessions.
ROUND TABLE 1
Which Role Should Market Research Play in Early Pipeline Assessment: How to Input Even in Pre-Clinical Decision
Katrin Hoffmann, Head of Marketing Strategy, Senior Director, UCB
ROUND TABLE 2
Translating Market Insights into Action: Challenges & Solutions
Frank Schröder, Director, Global Market Insights, Vifor Fresenius Medical Care Renal Pharma
ROUND TABLE 3
Data Protection
Eva Maria Bossong, Head Insights DACH, Ipsen

Networking Luncheon

Announcement of Raffle Prize Winners

Practical Applications of Pharmaceutical Pricing Approaches

Laura Mace, Ph.D., MBA, Engagement Manager, Lifescience Dynamics
Andreia Ribeiro, Ph.D., Engagement Manager, Lifescience Dynamics

• Pricing optimization of pharmaceutical products within a diversity of healthcare systems.

• Research approaches addressing pricing questions.
• Tool variation based on the product, its place in the product lifecycle and market requirements.
• Key pricing techniques and the best approaches for differing product needs.
• Showing both qualitative and quantitative approaches in pricing optimization.

Summary & Key Takeaways

Katrin Hoffmann, Head of Marketing Strategy, Senior Director, UCB
Camilla Røddik Lund, Head of Global Market Research, Global Market Analysis, H. Lundbeck A/S
Guy Murray, Director, Global Brand and Customer Insights, MSD
Lottie Pollak, Head of Global Market Research, GlaxoSmithKline
Susanne West, Head of European Market Intelligence, Teva Pharmaceuticals
Xander Wiewel, Global Customer Insights Leader, Elanco

Conference Concludes