2012 PBIRG Winter Workshops and
Industry Networking Reception

February 27, 2012
Bridgewater Marriott
Bridgewater NJ

Register now!

Session 1

Workshop 1 (1.30-3p)

Adapting Research and Forecasting Techniques to Deal With the Growing Complexity of the Healthcare Market

Presented by
Kim Morneau, Sr VP and Paul Villa, Sr VP
Ipsos Healthcare

Pharmaceutical markets are evolving and increasing in complexity. For researchers to accurately predict the value of new compounds in development, an integrated perspective encompassing all stakeholders is required. This session will focus on improving the accuracy of new product forecasting using two advancements in standard techniques:

Deriving peak market share through linked choice models involving physicians, patients and payers
Predicting time to reach peak share with customized uptake curves that account for unique characteristics about the therapy area, product and competitive environment

Workshop 2 (1.30-3p)

Guided Deliberations: Applying Best Practices from Jury Research Techniques to Understanding How Treatment Decisions Are Made

Presented by
Margaret Mueller, Ph.D., President and Theresa Schreiber, M.A., Director
CarbonSix

"Guided Deliberations" draws upon decades of empirical work in the field of jury research techniques to understand how juries use information to reach consensus. CarbonSix will discuss the foundational principles of guided deliberation research techniques, adaptation of these techniques to pharmaceutical marketing research, share tips for best practices, and discuss potential pitfalls.

This session will be interactive, with CarbonSix-moderated breakout sessions, including:

How groups of key decision-makers within hospital or payer organizations reach consensus when making formulary decisions
How multi-disciplinary health care professionals interact when making treatment decisions for specific types of patients or situations
Sales messaging strategies: Uncovering essential pieces of information, prioritization of key arguments (i.e., "opening and closing arguments"), objections handling, and specific language, used with peers to help craft messaging, communication and sales strategies

Session 2

Workshop 3 (3.15-4.45p)

Ethnography - It's Broader Than You Think

Presented by
Peter Simpson, Principal and Donna 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?

In the commercial world it should be seen as this:

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 do it.

Illustrated by videos, audios, and technology we will demonstrate the full breadth of ethnography, a methodology to use sparingly and in conjunction with research techniques.

We will cover:

In-office video
In-office audio
Ethnographic Simulation Research
In-home/life video
Activity tracking devices
Diaries (including webcam)
Social Media and blog monitoring
Linguistic analysis

Workshop 4 (3.15-4.45p)

Predicting Behaviour in Urban China

Presented by
Marc Yates, Director
The Research Partnership

Emerging markets are playing an ever increasing importance in Pharma growth strategies. Client information needs are similarly evolving and there is growing pressure on the researcher to deliver. This is especially true for China, arguably the biggest and most attractive emerging market of them all.

Understanding a market of the scale of China has always been a challenge but it is increasingly complex if macro trends and healthcare reforms are factored in.

This workshop seeks to demystify the market allowing researchers to gain a clear understanding of how to conduct studies in urban China.

How will the healthcare reforms affect the access to treatment amongst the urban population?
Which cities should be included? Tier One only or beyond the rich coastal cities?
Which methodologies? Have we moved on beyond face-to-face?

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Bios

Kim Morneau

Kim Morneau is Senior Vice President and Head of the Forecasting Unit at Ipsos Healthcare. Kim is responsible for leading the creation of forecasting tools that meet the business needs of the global pharmaceutical and investment communities. In this role, Kim has developed a suite of products to project the size of the actively treated target population for new products as well as the financial viability of compounds currently in Phases II and III of clinical development. Her team has forecasted the market opportunity for new drugs in more than 30 therapeutic areas across 20 countries. In 2008, Kim won the BHBIA's Best of Business Intelligence award for her launch uptake projection methodology. Kim has 15 years of market research and forecasting experience, including several leadership roles at Bristol-Myers Squibb and Procter & Gamble.
Paul Villa

Paul Villa is Senior Vice President of the Payer & Market Access Research Unit at Ipsos Healthcare. Paul is responsible for leading the team devoted to assisting clients gaining the appropriate access for a product to achieve the optimal return on investment by providing a thorough understanding of the payer market landscape. Paul's background spans a decade and a half in the healthcare area where he has developed sound knowledge, experience and an understanding of the US and global payer markets and numerous therapeutic areas. This experience has spanned both the agency and the pharmaceutical manufacturer side. While spending over a decade in pharma, he held positions of increasing responsibility covering many aspects in the commercialization of products in managed markets (all channels) and pricing and contracting for launch, re-launch, megabrand and niche products. Paul earned a MBA in Marketing and Organizational Behavior from Cornell University and a BA in Psychology from Pomona College.
Margaret Mueller, Ph.D.

Margaret Mueller is President of CarbonSix. Margaret has over 15 years experience in social science research methods and advises senior decision-makers across a range of industries. She created the pharmaceutical and healthcare practice at LJS Strategic Research in Chicago, which has now grown into CarbonSix.

With a broad foundation of prior research in categories such as CPG branding, trademark and litigation, financial services and communications strategies, Margaret is able to bring the best innovation from across market research into the pharma practice at CarbonSix. She is an experienced moderator with expert knowledge of statistical techniques, giving her a comprehensive end-to-end understanding of the market research process.

In addition to lecturing and teaching at top business schools like The University of Chicago and Loyola University Chicago, Margaret appears on various media outlets speaking to issues such as consumer sentiment, marketing trends, and the economy.

Margaret holds a Ph.D. in Sociology from University of North Carolina at Chapel Hill, an M.A. in Social Science from the University of Chicago, and a B.S. in Psychology from the University of Illinois at Urbana-Champaign.
Theresa Schreiber, M.A.

Theresa Schreiber is the Director of Qualitative Research for CarbonSix. Theresa adds 27 years of research project experience to CarbonSix, specializing in discussion development, moderating, and analysis of customer insights. She has conducted in-depth interviews with thousands of physicians, patients, payors, KOLs, and other healthcare professionals.

Her decades of experience with one-on-one interviewing lends a personal depth to her research, allowing her to mine the most critical, honest consumer truths from her respondents-then convert those findings into actionable business objectives for clients.

Theresa has taught courses on marketing research at Cardinal Strich College and St. Xavier University. She holds both an M.A. and a B.A. in Sociology from Marquette University.
Peter Simpson

Over forty years of business experience have taken Peter all over the globe. He has operated in most of the world's major markets, including Japan and all of Europe. Most of his career has been spent in the Specialty Chemical, Pharmaceutical, Medical Device and Biotechnology areas. His experiences have included the General Management of major businesses, CFO of several companies, Strategic Planning Executive for businesses up to $2.5BN of revenue, as well as acquisitions and divestments, within the precursor units of AstraZeneca.

He has been Director of Marketing at Life Technologies Inc., a global supplier to the Biotechnology and Biopharmaceutical industry and Vice President of Consulting and Market Research at Lowe Healthcare, one of the world's largest medical advertising agencies.

Peter's skills include strategic planning processes, branding issues, healthcare marketing and innovative market research. In over a decade of consulting with the healthcare industry he has conducted numerous research projects of all types and is an experienced interviewer and facilitator. He has been researching and developing psychology based methodologies for medical market research for seven years and has developed a number of novel techniques and methodologies.
Donna Simpson

Prior to joining Segmedica, Donna worked in the biologics area for over 25 years, spending much of that time in marketing, sales and market research. In the span of her career, she has managed a large sales force, contributed extensively to sales and marketing efforts for a major multi-million dollar division of a biotech firm while continuing to advance in the areas of marketing research using her skills to devise strategies for improved ROI's in every segment she was responsible for. As VP of Operations for Segmedica, Donna plays a key role in helping clients with design, implementation of projects as well as analysis, reporting and recommendations. In her capacity, she oversees the operations of our key project coordinators and ensures that our standards remain the highest in the industry.
Marc Yates

Marc Yates, Director of Emerging Markets at The Research Partnership Asia, is a 27-year veteran of the market research industry, working his way up from telephone interviewer to Managing Director of The Research Partnership's Asia hub.

Having initially begun his career in consumer research Marc's interest in healthcare started back in 1992 when he was a Client Service Executive working on the Boots account. In 1996 he joined Isis Research. Working under the guidance of Colin Maitland he managed syndicated patient diary studies in such therapy areas as Parkinson's and multiple sclerosis.

For the last 13 years Marc has specialised in the Asian pharmaceutical market, living and working in the region, opening a Shanghai office in 1998, moving to Hong Kong in 2000 and Singapore in 2002. Following the merger of Isis and Synovate in 2003, Marc was appointed Regional Healthcare Director for Synovate Asia. In 2007 Marc joined The Research Partnership and established their Asia regional hub in Singapore before moving to a broader Emerging Markets role in 2010.