10am – 6pm / Hospitality Desk, Regency D Foyer
RSVP for Award Dinner, sign up for MBA class or to be a Stars of Fordyce Squares Contestant
10am – 12pm / Poster Session Presenter & Exhibitors Set Up, Brunswick Ballroom
12 – 1:30pm / Lunch with Poster Session & Exhibitor Showcase, Brunswick Ballroom
Vote for Best Poster to be recognized at Award Dinner
Tables reserved for New Members/First Time Attendees
Tables reserved for Young Professionals and students from Rutgers Seaton Hall and St. Joseph’s
Buffet open at 11:45am for poster presenters/ exhibitors
POSTERSOPEN MONDAY & TUESDAY
Insights and Innovation in Online Ethnographies
Maria Cristina Anotonio,
Novo Nordisk & Michelle Soto,
KJT Group / Clinical Leading Indicators to Inform Brand Strategy
Nitin Choudhary, Ewa Kleckzyk Rajkumar Rajabatha, Symphony Health Solutions / Catharsis, Confidants, and Context: Tools for Unburying Deep Patient Realities
Sal Zerilli, PhD Kristie Boland, MS, BioVid / Full Stack Forecasting
Greg Chu, InTask, Inc. & Darciena Christel, Janssen
Elevating the Research Participant for Better Insights
Caroline Volpe, Compass Market Research LLC Amber Leila Esco, M3 USA / Get It Out of Your System: Applied Behavioural Economics beyond "System 1 and 2"
Katy Irving & Allie Dautrich, HRW / Harnessing Social Media for Richer Patient Journey Insights
Janice Griffiths-Hemans,
Novo Nordisk Subhra Ghosh,
KMK Consulting, Inc. / Using Technology to Bring Research to Life and Influence Action
Brock Jones, KnowledgeHound & Craig Swanson, Insignia Health
Obtaining Critical Insights to Improve Conversion of Rx Sampling Programs
Emily Trentacosta, AMC Global / Student competition winner: Cost Effectiveness of Oral Anticoagulants for Ischemic Stroke Prophylaxis among Nonvalvular Atrial Fibrillation Patients
Anuj Shah, B.Pharm, Pharmaceutical Evaluation and Policy, University of Arkansas for Medical Sciences with Co-authors: Anand Shewale, MS, Corey J. Hayes, PharmD, MPH, Bradley C. Martin, PharmD, PhD / Student competition runner up: Cost Comparison Analysis of Recurrent Clostridium Difficile Treated with Fecal Microbiota Transplants vs. Antimicrobial Therapy
Sanket Shah, Health Outcomes & Pharmacy Practice, University of Texas Co-authors: Rascati K, Chimah C, Shukla N
1:40 – 2pm / Welcome & PBIRG/PMRG Integration Update, Regency DEF
Stephanie Reynders, PMRG Executive Director & Carol Reilly, PBIRG Executive Director
Paul Allen, Olson Research Group, PMRG President & Paul Gorman, Merck & Co, PMRG Education Committee Chair
2 – 2:50pm / The Hitchhiker’s Guide to the Healthcare Galaxy, Regency DEF
Stephen Klasko, MD, President and CEO, Thomas Jefferson University, TJU Hospital System, Board Member of IBM/Watson Health, Editor-in-Chief of Healthcare Transformation,
2:50-3:10pm / Coffee Break, Regency Foyer
Round 1 / Client-Led Round Table Discussions
Garden State A / Client-Led Round Table Discussions
Garden State B / Client-Led Round Table Discussions
Garden State C
3:10-3:55pm / The Emerging Force of IDNs/IHNs in Healthcare Marketing Research
Mark Pellegrino, Astellas
Maximizing Research Findings in Rare Disease, Specialty and Undertreated Markets
Ken Kirsch, Jazz Pharmaceuticals / MD&D Differences During the Brand Planning Process
Chris Mosso, Integra LifeSciences &
Lynn Ricker, knowvanta
Creative Solutions to Overcome Lack of Data in Device and Diagnostics MR
Rick Norman, Merit Medical Systems
Analysis-Paralysis? Maintaining Focus on the Right KPIs, Sandipa Dublish, Celgene / Overcoming Challenges Executing Research within EU GDPR Regulations & BHBIA Guidelines
Diana Pohle, Jazz Pharmaceuticals
Kristen Arent, Biogen
3:55-4:15pm / Coffee Break, Regency Foyer
4:15-5pm / Round Tables – Round 2 / Attendees can switch to another topic / Same topics/leaders
5 – 6pm / Breakout Presenter A/V Checks, see hospitality desk to schedule
5 – 6:30pm / Welcome Reception, Atrium
6:30 – 9:15pm / Rutgers Pharmaceutical Market Research MBA @ PMRG Institute - Best Practices in Sample Design, Regency A
Mark Pellegrino, Astellas & Phil Patrick, Rutgers MBA Pharmaceuticals Adjunct Professor
Seating limited to 1st 40 PMRG attendees – RSVP at the hospitality desk.
Tuesday, October 3
7:45am–6pm / Hospitality Desk, Regency D Foyer
8 – 9am / Breakfastwith Poster Session & Exhibitor Showcase, Brunswick Ballroom
Vote for Best Poster by 3pm. Winner recognized at Award Dinner.
Table reserved for Young Professionals
8 – 9am / Breakout Presenter A/V Checks
9:10 – 9:20am / Welcome, Paul Gorman, Merck & Co, PMRG Education Committee Chair
9:20 – 10:00am / “What Executives Want to See vs. What You Deliver to Them,”Regency DEF, Charlotte Sibley, Sibley & Associates
10:00 –
10:30am / Coffee Break, Regency Foyer
10:30 – 11:20am / The Stars of Fordyce Squares, in the spirit of Hollywood Squares - Communicating Insights with Impact
Lisa Courtade, Merck & Co, Charlotte Sibley, Sibley & Associates, Brian Cain, Celgene,
Matt Campion, Schlesinger & Associates, Roger Green, RG+A, Lynnette Cooke & Mike Kelly, Kantar Health,
Debbie Kossman & Susan Schwartz McDonald, NAXION
11:20-11:25am / 2018 Spring Conference Announcement, Regency DEF, Bill Salokar, SKIM, Program Committee Chair
11:25 –
11:45am / Move time for breakout sessions, beverages available
Fundamentals Track
Regency A / MD&D Track
Regency B / Track
Regency C
11:45 – 12:30pm / This fundamentals track is recommended for our Young Professionals group but also appropriate for all experience levels.
From "Like" to "Act" - Upping the Odds of Marketing Success
Kim Mizrahi,Shapiro+Raj / Creative Consistency: Integrated MR Strategies for Med Device
Rebekkah Carney, Kinemedica Market Solutions, Jeff Chase, HRA Research, Inessa R. Levin,D & E Strategies
Workshop limited to first 56 seated attendees. / AI and Behavioral Economics: Match Made in Heaven?
Sadeq Rahimi & Arpita Chakrabarti, In-sync
12:30 – 2pm / Lunch with Poster Session & Exhibitor Showcase, Brunswick Ballroom
Vote for Best Poster by 3pm to be recognized at Award Dinner, Buffet open at 12pm for poster presenters / exhibitors
Table reserved for Young Professionals
2-2:30pm / Poster Session & Exhibitor Tear Down
Fundamentals Track
Regency A / MD&D Track
Regency B / Track
Regency C
2:10-2:55pm / The Case for Online Consumer Research Recruiting
Allison Moore,Hereditary Neuropathy Foundation Dave Taylor, Inspire / Buying Process Research: Consumer Methods Applied to Healthcare Marketing Research
Chris Mosso, Integra LifeSciences & Kendall Gay, MarketVision / EU GDPR Requirements Impact on US Research
Catherine Ayland, Bridge MR,
BHBIA Ethics Advisor
2:55-3:15pm / Coffee Break, Regency Foyer
Fundamentals Track
Regency A / MD&D Track
Regency B / Track
Regency C
3:15-4pm / Marketing Now: The Impact of Culture
Susan Dietterich, Merck & Co &
Scott Kressner, Hall & Partners / Working With What You Have: Challenges of Market Research in the Medical Device Space
Felix Lam, Decision Resources Group / Patients as Partners: Learning Everything We Can from Patient Experience
Mary Dominiecki, PhD, & Alexandra Kalmanofsky, The Planning Shop
4-4:15pm / Move time for breakout sessions, beverages available
Fundamentals Track
Regency A / MD&D Track
Regency B / Track
Regency C
4:15-5pm / Swipe Right, Swipe Left - From Consumer Choice to Patient Voice
Bill Salokar and Alex Gonzalez, SKIM / Overcoming a Lack of Data
Rick Norman, Merit Medical Systems / 3rd-LINE MATTERS: Forecasting Brand Share for Complex Therapies
Dave Hamm, Astellas &
Roger Green, RG+A
5 – 6pm / Cocktail Reception, Regency DEF
6 – 8pm / Awards Dinner, Regency DEF -- Must RSVP at hospitality desk
8pm – midnight / After-partyHosted by Platinum Sponsor M3 Global Research, Garden State Ballroom
Wednesday, October 4
8 – 12pm / Hospitality Desk, Regency D Foyer
8:15 – 9:15am / Breakfast, Atrium
8:15 – 9:15am / Manufacturer-only Networking Breakfast, Garden State Ballroom
Must RSVP at hospitality desk
9:15 – 9:20am / Welcome, Jeff Jamer, Merck & Co, PMRG Vice President, Regency DEF
Secret Networker Prize Drawing, Paul Gorman, Merck & Co, PMRG Education Committee Chair
9:20 – 10:10am / Buying and Selling Consultative Services, Regency DEF
Philip Patrick, Rutgers Pharmaceutical Marketing Research MBA Professor
10:10 – 10:30am / Coffee Break, Regency Foyer
Fundamentals Track
Regency A / MD&D Track
Regency B / Track
Regency C
10:30 – 11:10am / This fundamentals track is recommended for our Young Professionals group but also appropriate for all experience levels.
Evolve or Stagnate Gamification & Innovation to Optimize Respondent Engagement
Carly J. Gibbons, Ph.D. & Lauren Carroll, Adelphi Research
Workshop limited to first 56 seated attendees. / Interest Based Segmentation:
Know Your Audience
Marcello Sasso, Aimpoint Research & Christina (Chris) Rife, Cardinal Health / Top Ten Things Market Researchers Need to Know about Healthcare Reform
Thomas M. Richardson, PhD, T Shaped Consulting, LLC
11:10 – 11:30 / Coffee Break, Regency Foyer
Fundamentals Track
Regency A / MD&D Track
Regency B / Track
Regency C
11:30 – 12:10pm / 5 Key Slides for Driving New Product Business Decision Making
Valay Desai, Daiichi Sankyo, Inc. &
Ted Felix, SciMedica Group Marketing Research and Consulting, LLC.
Workshop limited to first 56 seated attendees. / From Back Stage to Center Stage:Diagnostics Ascendency in the Era of Personalized Medicine
Debbie Kossman, PhDSuzanne Litke, NAXION, Inc. / Leading IDN Insights
Camm Epstein, Currant Insights, LLC & Lauren Camhe, M3 USA
12:15pm / Box Lunch & Departures, Atrium
The Hitchhiker’s Guide to the Healthcare Galaxy
What if someone came from another planet and looked at our healthcare system? What they would find is a system that speaks of wellness but is financed by disease treatment, one that talks about moving from volume to value but has yet to figure out how to define or reward value, and one where every other aspect of its economy and lifestyle has been transformed by technology and consumerism except for healthcare.
The author of the books, We CAN Fix Healthcare and The Phantom Stethoscope, Dr. Klasko uses science fiction to challenge audiences to imagine an ideal future, and identify whatit takes to design that future today. He reviews twelve “disruptors” for the demise of the oldhealthcare system, and shows how each is an opportunity to take the trends and incrementalsteps we see today and create the transformations and disruptions tomorrow. His optimism isan antidote to fear surrounding current change.
Most importantly, President Klasko challenges us to erase traditional boundaries and silos, tosee creativity as a strategy, and to reconsider a hospital system as a “consumer organization.”He is passionate about designing a system without health disparities, a system that makeswellness the goal and a system where augmented intelligence use machine cognition to replacedoctors’ memorization skills so that doctors can be chosen based on self-awareness andempathy to create meaningful relationships with patients.
His talk will demonstrate actionable strategies through an innovative “history of the future”thought experiment, a strategic planning process which has led to Dr Klasko’s organizationrapidly becoming one of the fastest growing academic medical centers in the nation, one that ismore optimistic about its future than its almost two-hundred year old past.
Rutgers Pharmaceutical Market Research MBA @ PMRG Institute - Best Practices in Sample Design
When designing a market research project as a consultant or vendor, how do you know who to include especially with limited time and budgets? Using specific examples, the Professor will share best practices and lessons learned to make primary research projects and analysis successful. As we move forward from simply asking physicians about their prescribing, we will consider various health care stakeholders, how they influence medication choices and therapies, and how to gain insights about the process. There is no textbook or prior reading required. Participants should have a basic understanding of the US pharmaceutical market and reimbursement.
What Executives Want to See vs. What You Deliver to Them
Change! We love it — IF we are the Changers. How do you thrive, not just survive with all the changes going on?
How do we make sure we keep MR and ourselves relevant in the life sciences industry? More importantly, how do we make sure we are communicating the right message and real insights to the right people at the right time…in the right way?
The Stars of Fordyce Squares, in the spirit of Hollywood Squares - Communicating Insights with Impact
Sign up at the hospitality desk for a chance to be a contestant for this game. Our past Fordyce “stars” will be seated at each of the “squares.” The stars are asked questions by the host, and the contestants judge the truth of their answers to gain squares in the right pattern to win the game in a tic tac toe fashion of X’s and O’s. Questions will be pulled from Charlotte Sibley’s presentation prior to the game.
From "Like" to "Act" - Upping the Odds of Marketing Success
When it comes to predicting behavior, market research hasn’t always been great at it. But marketers need accurate predictions now to boost performance and ROI. We’ve seen that pharmaceutical marketers are losing confidence in the ability of traditional research methods to predict future prescribing behavior. These methods do a great job of assessing likability but behavior impact, leading our clients to ask, “Why is my messaging not performing as expected in market?” or “Why can’t market research do a better job at predicting my forecast?” We’ve figured out the “why” and we’re working on the “how” – and we’ll share our insights in an interactive presentation. Behavioral economists have been studying and accurately predicting behavior for decades, and as market researchers, we have a lot to learn from them. Take heuristics, a key theme in behavioral economics: people make decisions using fast (System 1) thinking, often aided by heuristics, rather than slower, more deliberative, rational (System 2) thinking. Traditional market research methods totally overlook System 1 thinking. So how can we account for the major role heuristics and emotional influences play in decision-making? Through case studies and a fun audience participation module to put their own judgement to the test, we will demonstrate how behavioral economics principles can be adapted for pharmaceutical market research. In doing so, we will help the group work through how they can better utilize these principles in their research.
Creative Consistency: Integrated MR Strategies for Med Device
Bridging the gap between an industry forecast-focused market intelligence model to a customer-focused model is a big challenge. Forging a strategy that has buy-in from the entire organization, from engineers in R&D and operations to the customer-facing leadership in marketing and sales is an even bigger one, especially when market research budgets are tighter than they are for pharma, and the variation in products, customers, and users is much broader. Just as a great engineering team balances creativity and consistency in order to overcome challenges and offer viable solutions, a medical device market research strategy needs to do the same to ensure that the best outcomes for the business. In this work session, we'll discuss some of the best practices for integrating internal data resources with creative fielding and analytical approaches so you can close the knowledge gaps nimbly and efficiently. We'll talk about ways to collaborate across the organization to develop consistent questions and ratings which will not only help compliance and regulatory goals, but build a database of comparative information across your franchise so the best ideas are pursued, and your market knowledge is optimized. Best practices and expectations for vendors serving the medical device industry will be addressed as well. Afterwards, a lightning brainstorming session will help participants tailor these solutions to their own organizations and responsibilities.
AI and Behavioral Economics: Match Made in Heaven?
Current successful models of Artificial Intelligence (AI) based on Deep-Learning (DL) technology are dependent on Big Data (BD) for appropriate functionality. DL uses a process that mimics the activities of human neurons in constructing meaning systems by identifying explicit and implicit connections between low-level information about objects in their context. Through accumulation and gradual honing of these associative patterns, DL-based AI “learns” to identify and connect digital representations of words, images, sounds, and other objects in ways that are very similar to what we consider human meaning making. This paper will provide a critical assessment of the presumed obvious match between BE and DL-based BD-driven AI, and its implications for market research. Specifically, we will address the differences between lower-level processes of meaning making such as semiotic and semantic functions which are the levels simulated by DL-based AI; and higher-level cognitive processes such as the use of cognitive and emotional heuristics and psychological biases which are the level of BE principles. The presentation concludes with a discussion of the implications of the above for market research, specifically concerning the limits, possibilities and future directions in leveraging AI capacities to elevate cognitive psychological analyses such as BE.
The Case for Online Consumer Research Recruiting
As the industry has shifted its efforts towards more niche and rare diseases, recruiting patients and caregivers for consumer research work has become exponentially more difficult. Whereas client researchers were once able to achieve all of their sampling goals with the use of traditional recruiting companies, patients facing these health issues are not largely enrolling in research panels; however, many are connecting with each other online in attempts at getting information and support on their conditions. While data suggests that the use of online resources by consumers is a common practice, these patients are often viewed as “exceptional” and should not be included in market research. This session will explore current project sampling methodologies, review data on internet/social media usage as it pertains to healthcare, offer a firsthand look at how people initially find, join, and periodically interact with online healthcare resources, courtesy of Allison Moore, CEO of the Hereditary Neuropathy Foundation, and showcase blinded results from a metastatic breast cancer patient journey survey fielded using two parallel methods, a traditional opt-in panel and an online healthcare community, highlighting the research questions and objectives which are/are not influenced by consumers’ online presence.
Buying Process Research: Consumer Methods Applied to Healthcare Marketing Research
Growth only happens when customers change what they do, in favor of your brand. Changing feelings or beliefs does not automatically translate to changing behaviors. Actually purchasing something is only one step in a chain of behaviors and it’s usually pretty late in the overall process. The buying process helps understand, sequentially, where a brand is winning or losing in the process thus allowing us to candidly illustrate and redefine the view of where and how brands are competing. It also helps reveal the competitive positionings and a given market’s strategic context. Armed with all these insights and data, growth plans become focused on a very short list of customer behaviors that need to change to deliver an outsized “bang for the buck”.