your opinion is vital! check your email for

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Table of Contents page(s) Welcome 4 Helpful Information 5 Video Taping Notice 5 PRC Credit Information 5 The Archives Information 6 PMRG Meetings & More Advertisement Opportunity 6 PMRG Webinars 7 Champions Challenge 8 New Member & First Time Attendee Activities 8 Join a Committee 9 PMRG Leadership 10 PMRG Committee Members 11 Job Bank & Twitter Information 12 2013 Annual National Conference Details 12 Conference Daily Agenda 15-16 Government Affairs Resources 17 Conference Sponsors 18-19 Media Resource Center Information 20 Session / Poster Abstracts and Speaker Biographies 23-57 PMRG Organizational Forum 35 2013 Director-at-Large Candidate Information 36-37 Antitrust Guidelines 58

Your opinion is vital! Check your email for

your link or scan this code with your smart phone to submit your session surveys.

Your 3-digit ID is printed on your name badge.

Surveys sponsored by

Complete our conference and session surveys and be entered for a chance to

win one of three $50 gift cards. The more surveys you complete, the more chances you have to win!

4

WELCOME Dear Friends and Colleagues, Welcome to The Sixth Annual Meeting of The PMRG Institute. The theme for this year’s Institute is Getting Ahead of the Curve - Advancing the Marketing Researcher - a fitting theme given the continued shifts, challenges and opportunities facing our industry. This year’s Institute is focused on making YOU more relevant to your organization by focusing on the latest collaboration, presentation and critical thinking skills, and advancing the market researcher into a more consultative role. Our goal is that the valuable insights and knowledge you glean from this year’s Institute will help you work smarter, not harder, enabling you to increase your influence and value within your teams and company, and with other stakeholders. We also hope that what you’ll learn here will provide you with long-lasting benefits and help you stay ahead of the curve. As always, you can count on PMRG to deliver the highest-caliber keynote speakers, panel discussions, sales-pitch-free presentations (assured through our review process) and purposeful networking opportunities throughout the conference, Last, don’t miss Monday evening’s annual awards dinner when we’ll celebrate the remarkable few who inspire us with their professionalism, their impact and their dedication to healthcare marketing research. We also hope to see you at the hospitality event that will follow it for some great conversation and fun!

The PMRG Education Committee

Don’t miss a beat - Join us on:

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Helpful Information

• Please direct any questions to Jennifer or Andrea at the PMRG Hospitality Desk located in the Liberty Ballroom Foyer on the Ballroom Level.

• Your name badge is required for admittance to all meals and sessions.

• If you have dietary restrictions, please notify a member of the PMRG Staff.

• Presentations & posters will be available to view or download from www.pmrg.org within two weeks after the conference. Use our online searchable resource library—THE ARCHIVES—to access presentations and webinars.

• Be sure to confirm your attendance at Monday night’s Award Dinner at the hospitality desk.

• An internet and charging station is available Sunday through Tuesday near the hospitality desk.

• As a courtesy to speakers and fellow attendees, please silence your mobile devices and refrain from checking email in session rooms.

• We expect all attendees to uphold standards of professional etiquette. Please notify the hospitality desk if you encounter instances not aligned with PMRG’s code of conduct.

NOTICE: Video Taping of Sessions It is possible that one or more speakers’ presentations will be video recorded for future playback. When you registered for this meeting, you acknowledged this notice. If your image or voice is recorded, you gave PMRG permission to use it for PMRG’s organizational purposes. PMRG will not sell or commercialize any such recording. In the event you cannot agree to be recorded, please see a PMRG staff member immediately. Space is available at the back of the room where the participants’ faces will not be seen by any cameras.

To access archived sessions, visit our website at www.pmrg.org.

PRC Credit Sessions at this conference are eligible for PRC credit. Please see the hospitality desk for an attendance form and submit to MRA directly for session credit.

More information about PRC is available at www.mra-net.org. An onsite representative from MRA is not available.

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MEETINGS & MORE (“M&M”) features the latest insights, trends, technologies and regulations impacting the healthcare marketing research community.

Become a thought leader in this next edition by providing your reaction on session content. Look for our writer, Jennifer Tafe, at our interview station at these locations after each session: General Sessions: Liberty Ballroom Foyer, Ballroom Level

Monday Breakouts: Independence Ballroom Foyer, Mezzanine Level

Tuesday Breakouts: Liberty Ballroom Foyer, Ballroom Level

Ad space is still available for the next edition delivered in December. Contact Rochelle Cinque Scott at [email protected] or 856-438-6603 or visit www.pmrg.org for details.

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Bring the Training You Need Right to Your Desk

You always have somewhere to turn for your career development. Registration for the winter series on Global Market Research listed below is available now at www.pmrg.org.

Nov 7 The World in 5 Segments – From Undeveloped to Highly Developed, Opportunity May Be Where You Least Expect It

Jeremy Pincus, Ph.D., & Amit Ghosh, Forbes Consulting

This webinar will provide a complete understanding of the global marketplace to aid in making more informed business decisions and refining business opportunities. Using current statistics from the World Health Organization, the World Bank and the Economist Intelligence Unit, Forbes Consulting Group has categorized 182 countries into 5 segments of distinct healthcare patterns. We will focus on the highlights of this segmentation exercise by looking at where countries fall in relation to one another and why, as well as provide an in-depth look at a few key countries.

Dec 5 Challenges and Lessons Learned from Global Online Qualitative Research

Hannah Baker Hitzhusen, Daisy Lau, Mario Coelho, Deborah Corfield, Christine Huebner, SKIM

Attend this webinar to understand the benefits and boons, and the perils and pitfalls, of conducting online global qualitative research studies using a recent 10-country project as a case study. Moderators of the Chinese, Brazilian, US and German boards will describe issues that were important for each country, and we will present a summary analysis comparing and contrasting the challenges and learnings across all ten countries.

Complimentary access to PMRG live and on-demand webinars is a member-only benefit. Most sessions are eligible for PRC credit.

Did you miss the summer webinar series on Social Media?

Current members have FREE on-demand access to this four-part series and many other webinars and past conference recorded presentations via

THE ARCHIVES at www.pmrg.org.

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PMRG Members are Champions!

Why do I have a blue ribbon on my badge?

You have referred a member through the Champions Challenge. Thank you for your continued support.

Our PMRG Champions are the reason PMRG's membership is growing by double digits. While we know our members understand the value of PMRG membership, we want to encourage you to “spread the word!”

Therefore, we invite you to participate in our Champions Challenge membership campaign by encouraging a colleague, client or friend to join PMRG. The more referrals, the more chances you have to be chosen in our gift card drawing.

Congratulations & Thank You to our Spring 2012 Champions!

Paul Gorman, Merck & Co., Inc. — Top Recruiter — $100

Andrea Schrager, Consumer Centers of NY & NJ — $75

Susan Grace-Velarde, Forest Laboratories, Inc. — $50

Derek Jones, AstraZeneca — $25

Jay White, Baltimore Research — $25

Linda Harrell, Daiichi Sankyo — $25

The next set of 2012 Champions will be recognized at the

PMRG Organizational Forum, Tuesday, October 16 at 10:15am

and in the next edition of PMRG’s Meetings & More.

Visit www.pmrg.org for more information on this program.

Are You a New Member or First-time Attendee?

Join our Membership Committee during lunch on Monday at tables reserved especially to welcome you into our community.

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Join a Committee

Make Connections and Be Part of the Evolution of Healthcare Marketing Research

One key to surviving in today’s changing environment is to get involved in something outside your own organization. PMRG has grown to include many sub-committees and task forces, including Medical Device & Diagnostic representation. Member volunteers find the right opportunity, requiring minimal time investment, while building essential skills in leadership, planning, networking and public speaking.

Education - Committee provides educational content and programs relevant to PMRG membership and consistent with the organization’s vision and mission, to include programming for the Annual Meeting of The PMRG Institute, annual networking events, year-round webinars and academia outreach. The Education Committee is expected to create a range of educational products, services and resources by partnering with fellow committees and establishing cooperative relationships with like-minded organizations. Government Affairs (GA) - Committee is to serve as a permanent volunteer addition to PMRG that proactively monitors and assesses evolving state and federal government policy initiatives that are of relevance to the healthcare marketing research profession. In addition, the committee will, when appropriate, advocate on behalf of PMRG membership with relevant policy officials. Membership - Committee establishes, maintains and increases a diverse and professional community of members. The Membership Committee is called on to expand membership, maximize member involvement, maintain persistency of membership, gather member feedback, and ensure delivery of value-added offerings. Program - The Program Committee is tasked with delivering cutting-edge information and networking opportunities by providing interactive and compelling content and programming for the Annual National Conference.

Contact Stephanie Reynders at [email protected] or 352-243-8585 to find the right opportunity for you!

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PMRG Executive Committee

Mike Kelly Elizabeth Jeffords PMRG President PMRG Vice President Kantar Health Genentech

Jeff Kozloff Julie Stonelake PMRG Treasurer PMRG Secretary Verilogue Adalor Corporation

Stephanie Reynders PMRG Executive Director

PMRG Board of Directors

Colleen Foley PMRG Chairman of the Board Abbott Laboratories

Michele Fuller Amber Leila Esco PMRG Director-at-Large PMRG Director-at-Large Alcon, a Novartis Company All Global

Dean Kameros Stephanie Foye PMRG Director-at-Large PMRG Director-at-Large Novartis Pharmaceuticals marketRx, a Cognizant Co.

PMRG Committee Chairs & Staff

Rob Faulstich Ted Felix Education Committee Program Committee Daiichi Sankyo SciMedica Group

Ellen Gregory Bill Little Membership Committee Government Affairs Committee PMRG Consultant Delta Marketing Dynamics

Heidi Boyle Rochelle Cinque-Scott Director of Events Director of Membership & Mktg.

Andrea Bennett Mike Slotznick Registration Manager Legal Counsel

PMRG

Leadership Be sure to attend the PMRG Organizational Update on Tuesday

to cast your vote for the 2012 PMRG Directors.

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Jeff Adler, Centrac DC Mtkg Research Paul Allen, Olson Research Group, Inc.

Partha Anbil, IBM

Elizabeth Anderson, Healthpoint

Scott Baker, Adept Consumer Testing

Ben Banahan, University of Mississippi

Christine Bender, Novartis

Betsy Benning, Amylin

Erica Bergstrom,

Erica Bergstrom & Partners

Debbie Bertram, Bertram Group

Terri Boyd, Johnson & Johnson

Brian Cain, Merck

Jeff Chase, HRA

Brian Corvino, Pharmastrat

Laura Cusumano, Integrated Marketing Associates

Brad Davidson, Ogilvy

David Day, FocusVision

Vrinda Deval, Empower Research

Tom Draime, Insight Health

Camm Epstein, Epstein + Associates

Research

Amber Esco, All Global

Kate Fagles, Merck

Robert Faulstich, Daiichi Sankyo

Daniel Feldman, Colligation LLC

Ted Felix, SciMedica

Simon Fitall, Galileo Analytics

Frank Forney, Cint USA

Lisa Fox, HRA Bill Friedrich, M3 Global Research

Kendall Gay, MarketVision Research

Zhanna Gorin, Abbott

Ellen Gregory, Consultant

Sue Grosso, Cegedim

Linda Harrell, Daiichi Sankyo

Rob Haynes, Merck

John Jaeger, PharmaStrat, LLC

Lee Jarm, Health Dialog

Robert Kaminsky, MedSpan

Lisa Kantrowitz, Healogix Mike Kelly, Kantar Health

Jim Kirk, Quintiles

Pam Koenig, M/A/R/C Research

Bob Leitman, Toluna

Carla Lewandowski

Bill Little, Delta Marketing Dynamics

Joan Lorgus,

BuzzBack Market Research

Kate Marino, Sunovion

Pharmaceuticals

Tara Marotti, Burke

Kimberly Murphy,

Delta Marketing Dynamics

Tim O'Rourke, Healogix

Monika Orr, FocusVision Worldwide Hank Parish , Doctor Directory

Patricia Phillips, Daiichi Sankyo

Jeremy Pincus, Forbes Consulting

Marisa Pope, Jackson Associates

Carrie Quinn, BioVid

Sandy Ramalingam, Merck

Melody Rappaport, Consultant

Kathy Relias, Radius Global Market

Research

Lynn Ricker, Knowvanta

Janice Robinson

Alison Rose-Ped, Empirica, Inc.

Tammy Ryerson, Segmedica

Andrea Schrager, Consumer Center

Gary Schwebach, G&S Research Donna Simpson, Segmedica

Peter Simpson, Segmedica

Mike Slotznick

Bill Salokar,

BuzzBack Market Research

Patrick Smale, Alcon

Polly Speros, Epocrates

Bill Susanj, Navigant

Meena Vairavan, Abbott

Erin Vonderheide, G & S Research

PMRG

Comm

ittee Mem

bers PMRG Thanks Our Committee Members

for Their Invaluable Contributions

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Join the Conversation #PMRGInst12 Grow your network, access unlimited information and increase your brand awareness by becoming a part of the Twitter online social network. PMRG can help you get started.

Follow PMRG @PMRGroup Tweet about HCMR Hot Topics #PMRG

________________________________________________________

Need a Job? Looking for a Great Candidate?

Visit PMRG’s Job Bank at www.pmrg.org to post available jobs or research new opportunities - one of the many resources available to PMRG members. Recent posting include openings at Abbott Laboratories, Guidepoint Global, Sunovion Pharmaceuticals and Xcenda. ____________________________ ____________________________

Evolve and Thrive - The New World of the Healthcare Market Researcher

Join us for the 2013 ANC at the Gaylord National Harbor just outside Washington, D.C., March 10-12, 2013

The 2013 ANC will focus on the intrinsic value that an

evolved healthcare marketing researcher must bring to today’s global brands and organization - not only to be successful in today’s

challenging environment - but to thrive in it.

Keynote speakers include Mark McClellan, M.D., Uwe Reinhardt, Ph.D., Hank Kucheman, CEO of Boston Scientific and Andrew Abela, Ph.D.

Interested in presenting? Call for presenters is posted now at www.pmrg.org.

Submissions are due November 9, 2012.

New in 2013 … extended exhibit fair hours allowing you more time to make new connections and strengthen existing partnerships.

Sponsorships support PMRG and offer a powerful advertising vehicle.

Conference registration, exhibit fair packages and sponsorship options

available on October 15 at www.pmrg.org.

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Sunday, October 14, 2012

4 – 7 Registration, Liberty Ballroom Foyer, Ballroom Level 6 –

7:30 Welcome Cocktail Reception, Liberty Ballroom Foyer, Ballroom Level

Monday, October 15, 2012 8 –

9:30 Registration, Liberty Ballroom Foyer, Ballroom Level 7 – 5 Hospitality Desk, Liberty Foyer 8 –

9:15 Breakfast, Liberty Ballroom C, Ballroom Level

9:15 –10:30

Welcome, Liberty Ballroom A, Ballroom Level Beyond the Blah-Blah-Blah: What To Do When Words Don’t Work Dan Roam, Best-Selling Author and Founder of Digital Roam Inc.

10:30 – 11 Coffee Break, Liberty Ballroom Foyer, Ballroom Level

11– 12

Catalysts for Innovation Collaboration: How Teams Can Work Together to Create an 'Out of the Box' MR Environment - Panel Discussion, Liberty Ballroom A, Ballroom Level

Moderator: Jim Kirk, Quintiles Market Intelligence with Distinguished Panelists: Lisa Courtade, Merck & Co., Mark Strong, Vertex

Pharmaceuticals, Charu Chaturvedi, Affinnova Life Sciences & Tim O’Rourke, Healogix

12 – 2 Lunch & Poster Session, Liberty Ballroom C, Ballroom Level

with Voting for Best Poster, Winner Announced at Awards Dinner New Members and 1st Time Attendees Join the Membership Committee at Reserved Tables

Poster Sessions The Leapfrog Effect: Using Lessons from Consumer Packaged Goods to

Elevate Pharmaceutical Success, a Case Study

Erik Overby & Sasanka Atapattu, Affinnova Life Sciences

Diagnosing and Controlling Costly Sample Bias: A Gold-Standard Case

History Brent Schwartz, Allergan,

Jack R. Gallagher, Ed.D., & Kylee Heap,

Clarity Pharma Research

Streamlining Adverse Event Reporting in Research with

Patient Records Carter Smith & Aarti Shah,

BioVid Corporation

Understanding Patient & Physician Perspectives Around Type 2

Diabetes Carol Fitzgerald, BuzzBack

Persistency and Compliance: Why Your Numbers May Be Wrong

Daniel J. Feldman, Ph.D., Colligation LLC & Lisa Rendina &

Shawn Yoder, IMS Health

A Day in the Life of Oncology Nurses

Caroline Volpe, Genactis, Inc.

Changing the Habits of the People You Target

Ken Rawlings & Tim O’Rourke, Healogix

Understanding and Interpreting Language – the Key to Everything Donna Simpson, Segmedica, Inc.

Thinking Longitudinally: Adding the Fourth Dimension to Your Research

Amod S. Athavale, Benjamin F. Banahan, Ph.D.,

University of Mississippi

Managing Market Response to Food and Drug Administration’s Safety

Warnings Hafiz Oko-osi,

Benjamin F. Banahan, Ph.D., University of Mississippi

Session, Independence Blrm A, Mezz Level

Session, Independence Blrm C, Mezz Level

Session, Freedom Blrm E, Mezz Level

2 – 3

Ethnography - It's Broader than You Think

Peter Simpson & Donna Simpson, Segmedica, Inc.

The Value of Interactive Probing in Online Research

Tim Hoskins & Nichole Clinkinbeard, Quester

The Use of a Single Quantitative Study to Inform Multiple Development and Commercialization Issues

Deni Deasy Boekell, Roger Green & Associates &

Matt Jenkins, Shire Pharmaceuticals

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Monday, October 15, 2012, continued. 3 –

3:30 Coffee Break, Independence Ballroom Foyer, Mezzanine Level Session, Independence

Blrm A, Mezz Level Session, Independence Blrm A,

Mezz Level Session, Independence Blrm

C, Mezz Level

3:30 – 4:30

Using Nonparametric Statistics to Drive Greater Insights from Qualitative

Data Thompson Parker,

Qessential Medical Market Research

Listen to Ask: Engineering a Successful Pharmaceutical Brand Launch with Social

Media and Surveys Shailey Parekh, Pharm.D.,

Vertex Pharmaceuticals, David Spears, Hall and Partners Health & Zachary Nippert,

MotiveQuest

“All Source” Analysis: Evolution in Pharmaceutical Market

Research Gary Schwebach, G & S

Research, Inc.

5 – 6 Cocktail Reception, Liberty Ballroom Foyer, Ballroom Level 6 – 8 Awards Dinner, Liberty Ballroom A, Ballroom Level

8 – 11 Jersey & Jeans Tailgate Party, Horizons Rooftop Ballroom, Hosted by WorldOne (Floor “R” via hotel elevator)

Tuesday, October 16, 2012

7 – 5 Hospitality Desk, Liberty Foyer 7:45 –8:45 Manufacturer-only Networking Breakfast, Salon 4, Mezzanine Level

7:45 –8:45 Breakfast, Liberty Ballroom C, Ballroom Level

9 –10:15

Welcome, Liberty Ballroom A, Ballroom Level Research Transformation – From Idea to Reality

Ian Lewis, Partner and Director of the Research Impact Consulting Practice for Cambiar

10:15 – 11

PMRG Organization Forum – Listen, Learn, Speak Out, Liberty Ballroom A, Ballroom Level Cast Your Vote for the PMRG 2013 Directors,

2013 ANC Announcement Session will be available for on-demand playback via www.pmrg.org.

11 – 11:30 Coffee Break, Liberty Ballroom Foyer, Ballroom Level Session, Independence Blrm

A, Mezz Level Session, Independence Blrm

C, Mezz Level Session, Freedom Blrm E,

Mezz Level

11:30 –

12:30

Happiness, Incorporated: Using Facial Coding to Ensure a Positioning Concept That's Both On-Message and On-

Emotion Dan Hill, Sensory Logic & Noni MacPherson, Merck

Going beyond PowerPoint Reports: There’s an iPad App

for That Sriram Subramanian, WhizRx

Inc. & John D’Alotto, Shire

Pharmaceuticals

Igniting Effective Partnerships and Measuring

the Results Robert Kaminsky, MedSpan

& Lindsey Thomas,

Sagent Pharmaceuticals 12:30

– 2 Lunch & Poster Session, Liberty Ballroom C, Ballroom Level (sessions listed Monday) Session, Independence Blrm

A, Mezz Level Session, Independence Blrm

C, Mezz Level Session, Freedom Blrm E,

Mezz Level

2 – 3

Leveraging Secondary Data for Effective ATU Primary

Research Partha Anbil, IBM &

Ken March, Ph.D., KAM Healthcare Consulting, Inc.

Prediction Markets for Pharmaceutical Concept

Testing John Barrett, Infosurv, Inc

.Leveraging APLD and Other Data Assets to

Broaden Organizational Influence

(and Impact Share) Cynthia Dilley, UCB

3 – 3:30 Coffee Break, Liberty Ballroom Foyer, Mezzanine Level

3:30 – 4:15

From the Corner Office, Liberty Ballroom A, Ballroom Level Linda Harrell, Daiichi Sanyko, Inc.

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PMRG Government Affairs (GA) Resources

The Government Affairs Committee serves as a permanent volunteer committee that proactively monitors and assesses evolving state and federal government policy initiatives that are of relevance to the healthcare marketing research profession. In addition, the committee will, when appropriate, advocate on behalf of PMRG membership with relevant policy officials. Resources have been developed, and are continually updated, to keep our community apprised of the most current regulatory issues impacting healthcare marketing research. PMRG Members may access these easy-to-read documents via the Government Affairs tab at www.pmrg.org.

For questions about PMRG’s Government Affairs Committee or to learn about how you can get involved, contact Stephanie Reynders at [email protected] or 352-243-8585.

____________________________ ____________________________

Your opinion is vital! Check your email for your link or scan this code with your smart phone to submit your session surveys.

Your 3-digit ID is printed on your name badge.

Surveys sponsored by

Complete our conference and session surveys and be entered for a chance to

win one of three $50 gift cards. The more surveys you complete, the more chances you have to win!

18

PMRG Thanks Our Sponsors

PMRG

Sponsors

19

PMRG Thanks Our Sponsors

PMRG

Sponsors

20

Media Resource Center

To keep abreast of the latest information, analyses, challenges and opportunities impacting our industry,

PMRG has partnered with these resources.

The Media Resource Center will be available Sunday through Tuesday in the Liberty Ballroom foyer for you to learn more about our

Media and Education Partners:

On-demand playback of select sessions will be available via THE ARCHIVES at www.pmrg.org, courtesy of:

The 2012 PMRG Membership Survey was conducted by:

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Presentation Abstracts & Speaker Biographies Table of Contents

Monday’s Presentations Page

Keynote Speaker - Dan Roam 24

Catalysts for Innovation Collaboration Panel Discussion 25-26

Ethnography - It's Broader than You Think 27

The Value of Interactive Probing in Online Research 28

The Use of a Single Quantitative Study to Inform Multiple Development and 29 Commercialization Issues

Using Nonparametric Statistics to Drive Greater Insights from Qualitative Data 30

Listen to Ask: Engineering a Successful Pharmaceutical Brand Launch 31-32 with Social Media and Surveys

“All Source” Analysis: Evolution in Pharmaceutical Market Research 33

Tuesday’s Presentations Page

Keynote Speaker - Ian Lewis 34

PMRG Organizational Forum - Listen, Learn, Speak Out & Voting for 2013 Directors 35-37

Happiness, Incorporated: Using Facial Coding to Ensure a Positioning Concept 39 That's Both On-Message and On-Emotion

Going beyond PowerPoint Reports: There’s an iPad App for That 40

Igniting Effective Partnerships and Measuring the Results 41

Leveraging Secondary Data for Effective ATU Primary Research 42

Leveraging APLD and Other Data Assets to Broaden Organizational Influence 43 (and Impact Share)

Prediction Markets for Pharmaceutical Concept Testing 44

From the Corner Office with Linda Harrell 45

Poster Session Presentations (Monday and Tuesday at Lunch) Page

The Leapfrog Effect: Using Lessons from Consumer Packaged Goods to Elevate 46 Pharmaceutical Success

Diagnosing and Controlling Costly Sample Bias: A Gold-Standard Case History 47-48

Streamlining Adverse Event Reporting in Research with Patient Records 49

Understanding Patient & Physician Perspectives Around Type 2 Diabetes 50

Persistency and Compliance: Why Your Numbers May Be Wrong 51-52

A Day in the Life of Oncology Nurses 53

Changing the Habits of the People You Target 54

Understanding and Interpreting Language – the Key to Everything 55

Thinking Longitudinally: Adding the Fourth Dimension to Your Research 56

Managing Market Response to Food and Drug Administration’s Safety Warnings 57

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Keynote Speaker: Beyond the Blah-Blah-Blah: What To Do When Words Don’t Work

Suggested Audience: Entry/Experienced/Advanced

Dan Roam Best-Selling Author of The Back of the Napkin and Unfolding the Napkin

and Founder of Digital Roam Inc.

Session Description The Problem: As researchers and analysts, we've got our hands on the data that everyone needs -- so why isn't everyone listening to us? Perhaps it's because we talk TOO much. Just imagine what would happen if people could literally SEE what we're saying! Powerful as words are, we fool ourselves when we think our words alone can describe the complexities of today's healthcare landscape. They can't - and that's bad. Words have become our default thinking tool. The Solution is "Vivid Thinking" -- and it works for anyone: researchers, analysts, producers, and buyers. In Dan's first acclaimed book, The Back of the Napkin, he showed the business world how to solve problems by drawing simple pictures. Now he introduces an even more powerful tool: Vivid Thinking. Presenter Biography Dan Roam is the author of two international bestsellers. Unfolding the Napkin was selected as Business Week and Fast Company’s best innovation book of the year, and Amazon’s #5 selling business book. The Back of the Napkin has been published in 25 languages. His visual explanation of American health care was selected by Business Week as “The World’s Best Presentation of 2009.” This inspired the White House Office of Communications to invite Dan in for discussions on visual problem solving. Dan is the founder of Digital Roam Inc, a management consulting company that helps business executives solve complex problems through visual thinking. Through lectures, workshops, books, and hands-on projects with many of the world’s most influential organizations, Dan as helped teams learn to solve complex problems by relearning how to see. Roam received two degrees at the University of California, Santa Cruz: fine art and biology. This combination of art and science kicked off Dan’s cross-disciplinary approach to problem solving. Dan is a licensed pilot, a skill that demands constant practice in understanding complex visual information displays. He has applied his business-oriented visual thinking skills while working in Switzerland, Russia, Thailand, France, Holland, and the US. He lives in San Francisco.

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Catalysts for Innovation Collaboration: How Teams Can Work Together to Create an 'Out of the Box' MR Environment

- Panel Discussion Suggested Audience: Entry/Experienced/Advanced

Moderator:

Jim Kirk Vice President & Managing Director

Quintiles Market Intelligence www.quintiles.com

with Distinguished Panelists:

Session Description

Join a lively discussion with industry leaders on collaborating around innovation. This discussion will explore not only why innovation is challenging, but its continued importance in today’s MR environment. Panelists will share success stories and useful suggestions for how we can collaborate in individual teams, as organizations, and as an industry for more meaningful innovation.

The panelists will address such questions as: How can we innovate in this environment? How can we successfully manage risk in innovation? What is the value of incremental innovation? What is the role of personal innovation? What does successful collaboration around innovation look like?

We hope you will leave the discussion energized about possibilities for innovating within your team and take away valuable ideas on how manufacturers and suppliers can better work together.

Speaker Biographies

Jim Kirk served as Vice President & Managing Director of Quintiles Market Intelligence (formerly Eidetics). Jim has spent 35 years in marketing and market research. In addition to his position as Managing Director, he serves as strategic consultant for many of the firm’s major new product launch support programs for biopharma clients, both domestically and globally. Jim’s degrees include a B.A. in biochemical sciences from Harvard, as well as an M.A. from Stanford. He now serves on the Education Committee. Jim received the PMRG President’s Award in 2009.

Lisa Cortade Executive Director, Global Market

Research & Analytics Merck & Co., Inc. www.merck.com

Mark Strong Director, Business Information/

Global Market Research Vertex Pharmaceuticals, Inc.

www.vrtx.com

Charu Chaturvedi Senior Vice President

Affinnova Life Sciences www.affinnova.com

Tim O'Rourke Chief Research Officer

Healogix www.healogix.com

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Panel Discussion, continued

Speaker Biographies Lisa Courtade is currently the Executive Director, Global Market Research & Analytics at Merck where she leads the Primary Care, Women's Health and Strategic Portfolio research teams in providing strategic insights to drive brand, franchise, and customer strategy. A seasoned professional with over 20 years of marketing research experience, Lisa's research career has spanned several business sectors including healthcare, electronics, chemicals and municipal government. Lisa has been an active member and volunteer of the Healthcare Businesswoman’s Association (HBA) for nearly two decades. She currently serves on the Advisory Board for the University of Georgia's Masters in Marketing Research program and as an Ex Officio Subject Matter Director for the Marketing Research Institute International (MRII). Lisa holds a B.A., summa cum laude, in Business Administration and Marketing from Radford University in Virginia and a Masters in Marketing Research from the University of Georgia. Mark Strong is a nearly 20-year veteran of market research in the pharmaceutical and acute care industries. Mark is currently Director, Business Information & Global Market Research at Vertex Pharmaceuticals, a specialty pharmaceutical company based in Cambridge, MA. In this role, Mark is responsible for all aspects of primary market research across the company's portfolio of products. Prior to Vertex, Mark spent five years with Biogen Idec in a similar position. Charu Chaturvedi is the Senior Vice President of the Life Sciences practice at Affinnova – recipient of the Stevie award for 2012 Most Innovative Company of the Year and ranked among the Top 15 Most Innovative Companies by the American Marketing Association. Charu’s team is responsible for delivering effective and efficient approaches to market research and marketing teams using Affinnova’s unique technology based on evolutionary algorithms. Charu has over 16 years experience in marketing, innovation, and strategy consulting across numerous industries. She has received numerous awards including the American Express Chairman’s Award for Innovation, the company’s highest form of recognition for innovation and teamwork. Charu holds a B.S. in Chemical Engineering from Pennsylvania State University and an M.B.A. from Columbia University. Tim O’Rourke is Chief Research Officer at Healogix, a global marketing research and consulting firm. Tim has a Ph.D. in cognitive neuroscience from Tufts University and more than 20 years of experience in basic and applied research. He has more than a decade of industry experience, delivering accessible and actionable information across every major pharmaceutical category. Tim is responsible for driving research methodology and analysis at Healogix and developing leading-edge research and analytical tools for the company.

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Ethnography - It's Broader than You Think Suggested Audience: Entry/Experienced/Advanced

Session Description “Ethnography” has become very popular in pharmaceutical research in the past five years but do we all really understand its scope and uses? We suggest that ethnography should be seen as: 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. In this session, illustrated by video and audio case studies, we demonstrate the principles and technology of a holistic approach to ethnography leading to a holistic view of HCPs’ and patients’ lives and their interactions leading to effective marketing and sales programs. Speaker Biographies Thirty five years of business experience have taken Peter Simpson all over the globe. He has lived and worked in the US, UK and Belgium. 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 $2.5B of revenue, as well as acquisitions and divestments, all within the precursor units of AstraZeneca. He is a member of the Royal Institute of Chartered Management Accountants. Prior to joining Segmedica, Donna Simpson had 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 division of a biotech supply 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. One of the key areas she has spent time on in her former career was marketing strategy, assisting in the emergence of a new market for many products and services to the pharmaceutical and biotech industry.

Peter Simpson Principal

Segmedica www.segmedica.com

Donna Simpson Principal


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The Value of Interactive Probing in Online Research Suggested Audience: Entry/Experienced/Advanced

Session Description Interactive Probing to enhance open-ends is quickly becoming a common practice in online CPG research. The approach is currently being used to explore emotional connections to a brand or product, or to obtain a deeper understanding of rationale behind quantitative metrics. Today, a small number of healthcare research companies are experimenting with the approach to add depth to the qualitative insights captured within larger quantitative initiatives. This session will present results from a case study demonstrating how interactive probing can add value to the insights gleaned from online open-ends. Through an exploration of the drivers for Snack Food choice, the presenters compared responses to three types of open-ended questions: Unprobed Likes and Dislikes, Likes and Dislikes with Interactive Probing, and Conversational Storytelling Open-Ends with Interactive Probing. This analysis reviews the impact of interactive probing on word counts, and prevalence of key qualitative themes, as well as respondent experience metrics of interview length and interview satisfaction. A case study with Migraine sufferers will also be shared to demonstrate the use of interactive probing in the healthcare context as well. In this presentation, attendees will learn: • Past, present, and future value of open-ended responses • How Interactive Probing strengthens the quality of insights within

quantitative designs • Applications for Interactive Probing within the Healthcare Marketing

Research space Speaker Biographies Nichole Clinkinbeard and Tim Hoskins share more than a decade of experience in marketing research at Quester, with a focus on linguistics and a background in psychology. Tim’s role is to focus on expanding applications for Quester’s unique methodology and research capabilities. Nichole handles strategic research initiatives, and is equipped with the expertise in design that delivers on the client’s research objectives. Nichole is highly experienced in pharmaceutical market research in categories such as diabetes, multiple sclerosis, vaccines and OTC products.

Tim Hoskins VP of Client Relations

Quester www.quester.com

Nichole Clinkinbeard Strategic Research Manager

Quester www.quester.com

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The Use of a Single Quantitative Study to Inform Multiple Development and Commercialization Issues


Session Description One of the challenges in the pharmaceutical industry under margin pressure is effectively and efficiently managing the pipeline. Product candidates are carefully scrutinized for potential value and investment needed to achieve that value. The associated challenge for Market Research, given compressed development timelines and budgets, is the need for a given research study to inform multiple issues impacting development and commercialization decisions. This presentation focuses on a simulation-based quantitative methodology yielding data that informed multiple aspects of the product development process including forecasting, physician and patient drivers, clinical program design, and positioning. The presentation will begin with the business challenge and methodology, and will then focus on a case study. The client and researcher will discuss how the research was designed with the multiple objectives in mind, and will then present findings from the study. Finally, the client will discuss how these results helped inform multiple facets of development and commercial business decisions. Speaker Biographies Deni Deasy Boekell is currently Vice President, Client Strategies, with Roger Green + Associates. Deni joined RG+A in 2008 with more than 30 years of experience in the BioPharma industry including Merck and AstraZeneca. Her experience spans clinical development and commercialization and corporate functions including global strategic planning and business development, brand management/commercialization, market development, market research, clinical development, and basic research. She brings extensive knowledge of the global healthcare environment and implications for business. Matt Jenkins is a Global Market Research Manager at Shire Pharmaceuticals, supporting the Gastroenterology Business Unit. In his 7 years at Shire, Matt has had increasing levels of responsibility across in-line brands, product and new indication launches and most recently product development. Matt started his pharmaceutical career in analytics establishing a strong foundation for both primary and secondary research insights He earned his B.S. in Business Administration at Millersville University and recently received an Executive Certificate in Leadership and Management from University of Notre Dame Mendoza College of Business.

Deni Deasy Boekell Vice President, Client Strategies

Roger Green + Associates www.rogergreen.com

Matt Jenkins Global Market Research Manager

Shire Pharmaceuticals www.shire.com

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Using Nonparametric Statistics to Drive Greater Insights from Qualitative Data


Session Description Qualitative research techniques have long been used to develop hypotheses, generate ideas, and understand feelings, while quantitative methods have been used to confirm markets and recommend a final course of action. However, not all important decisions can afford the time and expense of a traditional qualitative/quantitative approach. Often, business decisions must be made quickly with limited information. Market research, if conducted at all, may be feasible only on a limited scale, effectively eliminating large quantitative studies from consideration. However, qualitative researchers have the opportunity to make use of statistical techniques for potentially greater insights than are feasible using basic descriptive statistics. Nonparametric tests are statistical methods that do not require assumptions about the shape of the underlying distribution. As such, they are often practical for use with small samples. While these results will not allow researchers to generalize about markets in the way a quantitative study would, they do help to show if observed results in a small sample are greater than or equal to what would be expected by chance. This in turn can add greater context to numeric data gathered during focus groups or IDIs. This session will introduce participants to four different nonparametric techniques, and show how the results can be used to add insights within the context of qualitative studies. It will also show the impact of using these statistics, and how conclusions and decisions may be altered as a result. Advantages, disadvantages, and data considerations will be discussed. Speaker Biography Thompson Parker has served major corporations in pharmaceutical, medical device, health insurance, and care delivery, focusing on the innovative use of data and analytics to enhance decision making. Specializing in quantitative research, Thompson has developed numerous analytical solutions for clients, and is involved in on-going efforts to develop predictive models explaining purchasing behavior. Prior to joining Qessential, Thompson also held strategic market research and data analysis roles for Gartner, CIGNA, and Baystate Health Systems. He holds a M.S. in Industrial-Organizational Psychology from Rensselaer Polytechnic Institute and a B.A. in Psychology from the University of New Hampshire.

Thompson Parker Director of Analytics & Insights

Qessential www.qmmr.net

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Listen to Ask: Engineering a Successful Pharmaceutical Brand Launch with Social Media and Surveys Suggested Audience: Entry/Experienced/Advanced

Session Description Engineering a successful launch for any brand is highly challenging given today’s stringent regulatory climate and a fragmented, saturated media environment. Launch of a drug targeted at a very low-incidence condition with an exceedingly hard-to-reach patient population is even more fraught. This presentation will take the audience through the innovative, forward-thinking marketing research platform that one pharmaceutical company executed for their niche product. Specifically, the company implemented a research program blending “listening”-based online anthropology among patients with “asking”-based physician dialogue effectiveness survey research. This unique combination of research approaches allowed them to assess messaging performance based not only on clinical data but also on how well the company is communicating and addressing patient needs and anxieties uncovered in online anthropology. This insights program is an excellent example of “getting ahead of the curve” to advance marketing research in a way that takes advantage of new technologies and online communities. It bridges brand planning with patients and professional marketers to ensure their efforts are coordinated and complementary, with far-reaching application beyond immediate marketing needs. Speaker Biographies Shailey Parekh, Sr. Market Research Manager, Vertex Pharmaceuticals is responsible for health care professional and patient market research for Vertex’s Cystic Fibrosis franchise, and is part of the team responsible for launching KALYDECO, a recently approved therapy for a subset of cystic fibrosis patients. Prior to joining Vertex, she completed a post-doctoral fellowship in market research with Janssen Pharmaceuticals (formerly Ortho-McNeil-Janssen Pharmaceuticals) and Rutgers University. Shailey holds a Doctor of Pharmacy degree from Rutgers University. David Spears, Research Director, Hall and Partners Health is a healthcare marketing researcher who brings more than 8 years of experience and accumulated wisdom to his work. David applies innovative research approaches to deliver highly practical solutions to his pharmaceutical and biotech clients, working to generate evidence-driven insights to support brand strategy, market segmentations, brand positioning, and patient and physician communications. He received his M.A. in sociology from the State University of New York at Stony Brook. Biographies continued next page

David Spears Research Director

Hall and Partners Health www.hallandpartners.com

Shailey Parekh, Pharm.D. Sr. Market Research

Manager Vertex Pharmaceuticals

www.vrtx.com

Zachary Nippert Managing Director

MotiveQuest www.motivequest.com

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Listen to Ask: Engineering a Successful Pharmaceutical Brand Launch with Social Media and Surveys, continued

Speaker Biographies Zachary Nippert is the Managing Director at MotiveQuest, a social research company. MotiveQuest uses “Online Anthropology” to help companies create new products, improve their marketing and measure their success. Prior to joining MotiveQuest, Zack worked at DDB, DraftFCB and Leo Burnett where he developed significant experience in client management, brand marketing and using research to help his clients solve complex business problems.

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“All Source” Analysis: Evolution in Pharmaceutical Market Research

Suggested Audience: Experienced/Advanced

Gary Schwebach Founder & Principal

G & S Research, Inc. www.gs-research.com

Session Description Market research in the pharmaceutical and biotech industries has a well-established reputation due to our historic ability to provide decision makers with the information they need to succeed in the market. Conditions are rapidly changing, however. Senior management requires information to make decisions that incorporate more sources in increasingly shorter time intervals. This requires a new look at what the industry needs and how we—as market researchers—can provide it. We will briefly look at our current state then, borrowing from the practices of researchers in another highly dynamic environment—the national intelligence community, propose a new direction for addressing our clients’ requirements. This direction will collect, aggregate, and report on multiple sources of information on a near real-time basis, the “all source” paradigm. A case study on one application of this technique in the pharmaceutical setting will be used to provide the context for this methodology. This presentation will provide the market researcher with a foundation for incorporating this “all source” methodology in their analysis and address specific business needs of their internal clients. As a result, the value of the attendee and the information and insights they provide will increase. Speaker Biography Gary Schwebach is a founder and principal of G & S Research, Inc., a 15-year supplier of market research to the pharmaceutical and biotechnology industries. Gary has a doctorate in marketing from Indiana University and law degree from University of California, Davis. Before market research, he taught marketing at the university level, practiced corporate law, and served as an intelligence officer in the U.S. Navy. Gary is a 2010 recipient of the PMRG Circle of Excellence award.

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Keynote Speaker Research Transformation – From Idea to Reality


Ian Lewis Partner and Director of the Research Impact Consulting Practice for Cambiar LLC,

Contributing Author of Leading Edge Marketing Research: 21st-Century Tools and Practices

www.consultcambiar.com Session Description Over the past year, market researchers have heard a lot about the future of research and the need for transformation and change. The key drivers for this change are management demands to deliver more, faster and with less resource; technology; the digitization of everything; the empowered and connected consumer; and the globalization of the middle class. To borrow from Joe Tripodi, CMO of Coca-Cola: “If you don’t like change, you’ll like irrelevance a whole lot less.” But these trends aren’t only for the world of packaged goods; they are relevant for PMRG members! Few are sitting still. There is strong interest by many corporate researchers to become the internal consultant and thought partner who helps drive business impact, to experiment with and integrate new research tools and to synthesize information from multiple sources. But today only 4 in 10 believe they have a thought partner role [Source: 2011 Cambiar Future of Research Study]. The 2012 Cambiar Future of Research Study brings clarity to the challenges, opportunities and the reality of what’s happening now. Ian Lewis will inform, challenge and inspire you to embrace change and to set direction for the future that will enhance the practice and power of healthcare marketing research. Speaker Biography Ian Lewis is Partner and Director of the Research Impact Consulting Practice for Cambiar LLC. In previous positions at Time Inc. and Sterling Winthrop, he transformed research into a valued strategic function. Ian leads Cambiar training seminars including The Journey from Researcher to Consultant, Communicating for Impact and Insight Generation. He co-leads the Burke Institute course on Writing and Presenting Actionable Marketing Research Reports and Presentations. Ian holds a M.S. in Statistics and a B.S. in Mathematics from Southampton University, England. A member of the leadership team for the 2011 ARF Forum on the Researcher of the Future, he has taken active roles in GreenBook, ARF, NY AMA, and the Market Research Executive Board.

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PMRG Organizational Forum - Listen, Learn, Speak Out This session is your opportunity to listen to updates on the organization’s activities. You will gain insight about new government affairs issues, learn how you can get involved/contribute to the healthcare market research community, and have the opportunity to speak out on issues regarding market research and your PMRG community.

The session will cover an array of topics including our financial position, voting for a director, general updates on member benefits, and the year’s priorities.

You are encouraged by PMRG leaders, who lead the forum, to participate and speak out. Your feedback cultivates the perpetual development of the organization - so get involved, participate and share your thoughts.

Per the by-laws, the 2012 Vice President serves as the 2013 President

Elizabeth Jeffords, Genentech

The PMRG Board of Directors accepted the recommendation from the Nominating Committee for the following to serve as your 2013 Officers.

Biographies for 2013 Officers will be available at www.prmg.org.

Election of 2013 Leadership

The PMRG Nominating Committee was honored to have impressive candidates nominated for the 2013 PMRG volunteer leadership positions. Each candidate demonstrates commitment to the organization, for which PMRG is grateful. The selection process included stimulating discussions within the Nominating Committee about the direction of the PMRG.

Ballots will be handed out during this session and from the hospitality desk following this session. Submit ballots via the collection box at the back of the

session room or at the hospitality desk.

The Board of Directors is the governing body of PMRG. The principal duties of the Board of Directors are: • To set general policies and goals of PMRG • To select PMRG’s officers and Executive Director • To safeguard PMRG’s financial well-being • To establish the dues obligations of PMRG’s members • To serve as fiduciaries to ensure the integrity, transparency, and

lawfulness of PMRG’s operations

The PMRG Organizational Update session will be available for video playback via www.pmrg.org.

Vice President Amber Leila Esco

All Global

Treasurer Sriram Subramaniam

WhizRx

Secretary Joceyln Trokenheim

Takeda Pharmaceuticals

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Manufacturer / Client Director-at-Large Candidate

Linda Harrell, Daiichi Sankyo, Inc. Linda Harrell is the Sr. Director of Market Research and Planning at Daiichi Sankyo, Inc. Her 30+ person team is responsible for all of the analytics activities that support the marketing of both the approved and pre-launch products (primary research, forecasting, marketing planning/science).

Prior to joining DSI in 2005, Linda held positions at Eli Lilly and Company, Pharmacia Corporation, Sandoz/Novartis Pharmaceuticals, Matrix Pharmaceuticals and Tandem Research, now part of Ipsos Research. She has held positions in Sales, Primary Research, Secondary Data and Analysis, Commercial Operations and Brand Management. She has practiced retail pharmacy for both Walgreen’s and Kroger Corporation, hospital pharmacy for the VA system, and clinical pharmacy in the Indian Health Services division of the PHS in both the Navajo and Cherokee service networks. Linda was recently appointed to a second three-year term on the Alumni Advisory Board of Drake University’s College of Pharmacy and Health Sciences. She has been an active member of the PMRG (Pharmaceutical Marketing Research Group) for the past 15 years and currently serves on the government affairs committee. Linda holds a B.S. in Pharmacy from Drake University in Des Moines, Iowa. She holds an M.B.A. from The Fuqua School of Business, Duke University in Durham, NC.

Tjun Wong, Shire Tjun Wong is Senior Director, Global Market Research and Competitive Intelligence at Shire. Tjun has over 20 years of market research experience. He joined Shire in September 2010 from Novartis Pharmaceuticals where he held the positions of Executive Director of Information Management and

Market Research. Previously, Tjun was with Eli Lilly and Company where he provided market research support for Prozac, Cymbalta and Cialis. Tjun has a B.S. degree in Electrical Engineering an M.S. degree in Management from Purdue University.

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Non-Manufacturer / Consultant Director-at-Large Candidate

Camm Epstein, Epstein + Associates Research Camm Epstein is a health policy and market researcher and strategist with over 20 years of experience spanning government programs, and pharma, biotech and medical device markets. He is a payer and institution communications and research specialist with over 15 years of managed markets experience. An accomplished qualitative, quantitative and multi-method researcher committed to conducting exemplary research, Camm

is passionate about developing and refining innovative methods, and displaying data in novel ways that enable clients to identify, understand, and remember relationships and patterns. Camm is adept at highlighting key learnings, and identifying associated, actionable strategic and tactical implications. Camm is the market access practice leader with Epstein + Associates Research. Previously, Camm led GfK HealthCare’s market access practice, where he developed first-to-market representative payer samples. For three years prior to joining GfK HealthCare, he built and led a managed markets research team for MediMedia Managed Markets, where he pioneered payer tracking studies and developed new conjoint methods to segment payers and predict their formulary management decisions.

Gary Schwebach, G & S Research Gary Schwebach is a principal and president of G & S Research, which he cofounded in 1997. He is the chief methodologist and oversees the analytics and production functions within the company. His professional expertise lies in the areas of business and marketing strategy, advanced statistical techniques, and quantitative and qualitative research

methodologies. He has conducted numerous research studies across multiple clients since starting the company and is still actively involved in projects. Prior to starting G & S Research, Gary consulted with pharmaceutical companies on marketing strategy for launching and repositioning products. He earned Doctoral and Master degrees in marketing from Indiana University, Bloomington, where he taught marketing strategy and market research. He has authored numerous articles on applying market research methodologies to the needs of the pharmaceutical industry. Before his involvement in the market research community, Gary practiced corporate law with the international law firm, Latham & Watkins after earning a law degree from University of California, Davis. He spent seven years as an intelligence officer in the US Navy, during which he earned a masters degree in public administration from Virginia Tech. His undergraduate degree is in political science/ Chinese language from the University of California, Riverside.

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Notes

39

Happiness, Incorporated: Using Facial Coding to Ensure a Positioning Concept That's Both

On-Message and On-Emotion Suggested Audience: Advanced

Session Description This session features the partnership between a major pharmaceutical company and a cutting-edge market research firm specializing in the scientific, emotional insights research of facial coding. Based on their experience working together, this duo will guide the audience through an interactive case study demonstrating the powerful impact that innovative market research can have on the strategic repositioning of a product central to the company’s consumer-facing portfolio. More specifically, this case study involves a well known medical orthotics product. Using the case study as a practical application guide, the presentation aims to educate attendees on the pivotal role that intuitive, sensory-emotional reactions have on product adoption and, subsequently, how the break-through technology called facial coding has the potential to revolutionize pharmaceutical market research. Traditional market research remains a largely, cognitively-filtered exercise in gathering verbal input and ratings. But the breakthroughs in brain science over the past quarter century reveal that physicians and laypeople alike are inherently limited in their ability to articulate their emotional response. As Daniel Goleman notes in his international best-seller, Emotional Intelligence, our verbal abilities reside in the rational part of the brain. To gain access to emotional data, you have to go to non-verbals. Or to put it more simply, people don’t think their feelings; they feel them. Speaker Biographies Dan Hill is a recognized authority on the role of emotions in consumer behavior with over a decade of experience running his scientific, emotional insights consultancy: Sensory Logic, Inc. One of the company’s unique research tools is facial coding which is highlighted in Malcolm Gladwell’s best-seller Blink. Dan received his Ph.D. from Rutgers University following studies at Brown University, Oxford University, and St. Olaf College. Noni MacPherson currently holds the position of Director of Global Consumer Insights at Merck Consumer Care, where she was recently awarded 2011 Marketing Partner of the Year. She has a proven track record in championing consumer insights to drive brand strategy and growth with major companies, including J&J, Pfizer, and Warner-Lambert. Noni received her M.B.A. in marketing from the University of Connecticut and B.A. in Latin American Studies from Mount Holyoke College.

Noni MacPherson Director, Global Consumer Insights

Merck Consumer Care www.merck.com

Dan Hill, Ph.D. President & Founder

Sensory Logic www.sensorylogic.com

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Going beyond PowerPoint Reports: There’s an iPad App for That Suggested Audience: Experienced

Session Description PowerPoint is a notoriously poor tool for disseminating data and insights. It is not optimized for data interactivity, data interrogation, hypothesis testing all of which are critical to developing insights, building consensus, and ultimately making commercialization decisions. Despite this, PowerPoint remains the preferred channel for distributing data and insights for all primary market research studies. The emergence of the iPad as a platform of choice among life-sciences companies provides the market researcher an opportunity to go beyond PowerPoint and re-imagine how primary research data is used and shared among internal client teams. This session will cover a novel way of leveraging iPads to facilitate sharing data and insights with the internal client teams. It will explore how to use the iPad to enhance interaction with and interrogation of data and to democratize the process of extracting insights from primary market research data. This session will feature a case on how a pharma company that was launching a new product used the iPads to enable interacting with data, make primary market research more relevant and easily accessible to senior management in the marketing and commercialization teams. The session will be supplemented with hands-on demos on iPads to attendees that will enable them to get a true sense for the richer experience the iPad provides for data analysis, visualization and insight development. Speaker Biographies Sriram Subramanian is the CEO of WhizRx. At WhizRx, Sriram works on conceptualizing and directing the development of ZoomRx – a cutting edge primary research platform that leverages emerging mobile technologies to re-imagine pharma market research. Sriram has graduate degrees in Economics and Engineering from Northwestern University and an undergraduate degree from the Indian Institute of Technology. John D’Alotto is Director Global Analytics & Market Research at Shire Pharmaceuticals. In a varied career in pharma market research that has spanned more than 12 years, John has worked in a variety of roles, been part of multiple product launches, experienced working on both blockbuster and orphan drugs, and has been part of global, regional and country-level teams. John has an M.B.A. from Bentley College, prior to which he studied Finance as an undergraduate at Providence College.

John D’Alotto Director Global Analytics & Market

Research Shire Pharmaceuticals

www.shire.com

Sriram Subramanian CEO

WhizRx www.zoomrxresearch.com

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Igniting Effective Partnerships and Measuring the Results Suggested Audience: Entry/Experienced/Advanced

Session Description Today, the rate of innovation is lower than it was in the 1980s and 1990s. This is encouraging many large healthcare manufacturers to develop relationships with small companies that are willing to undertake the risk of new product development. As well, smaller healthcare companies are managing the risk of developing new products by “virtual” companies. They identify key partners who provide the capabilities and resources required for success without taking on the cost of bringing the resources in house. While partnerships are difficult to establish, they are even more difficult to manage effectively. Trust can be violated. Communication can go awry. Management can incorrectly set the expectations of employees at the front lines of the partnership. Therefore, in this increasingly complicated and sophisticated healthcare environment, there is a need to continually analyze and enhance effectiveness in partnerships. In the late 1980’s, a methodology called SERVQUAL was developed to measure the effectiveness of customer service in retail industries. Since then, the theoretical underpinnings of SERVQUAL as well as a technique for measuring the effectiveness of partnerships--between two business partners or between a manufacturer and its customers--have evolved and become rather sophisticated. The speaker’s organization has adapted SERVQUAL to measure the effectiveness of partnerships in the healthcare industry. Numerous clients have used our measurement technique to enhance how they work with their partners. The presentation will briefly explain the theoretical underpinnings of our technique and then explore how to implement it. We will present key results from our latest client to illustrate the technique and the healthy relationships it can help deliver. Speaker Biographies Robert Kaminsky founded MedSpan more than sixteen years ago to deliver market research in three market segments – payers, hospitals and alternate sites of care. Before that, Robert founded the market research function at MediMedia Managed Markets. Robert began his healthcare career with Baxter in strategic planning, sales and marketing. He graduated from Princeton University and earned his M.B.A. from the University of Chicago. Lindsey Thomas is Director of Marketing at Sagent Pharmaceuticals, where her responsibilities range from product development to commercialization, with a particular focus on corporate brand management, portfolio prioritization and new product and packaging development. Lindsey received an M.B.A. from Northwestern University and an Honors B.S. in Business Administration from Marquette University with majors in Marketing, International Business, and Spanish.

Lindsey Thomas Director of Marketing

Sagent Pharmaceuticals www.sagentpharma.com

Robert Kaminsky President MedSpan

www.medspanresearch.com

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Leveraging Secondary Data for Effective ATU Primary Research Suggested Audience: Experienced

Session Description

As secondary data assets expand, marketers and researchers need new tools for keeping up with, integrating, and extracting customer insights. Linking assets and conducting analysis at the customer or segment level is critical to generating meaningful and actionable insights. A traditional strategy for enabling this need is building an extensive data warehouse, but time and investment make this option out of reach for many brands. A more responsive and nimble solution is to create a “diagnostic dataset” from available secondary sources most meaningful to the specific brand or therapy area, which involves selective integration of a company’s existing assets such as sourced third party data, CRM, and promotion data with additional customer level assets that can be sourced outside, such as practice affiliations, payer/plan behavior, lab values, and more. This diagnostic approach enables rapid access to customer insights that lead to identification of brand opportunities, nationally and locally. This discussion will examine how brands can better leverage today’s advanced secondary data to do primary research and enhance brand strategies and tactics, and to set priorities for brand investment. Speaker Biographies Partha Anbil is an Associate Partner in Strategy & Transformation practice, Healthcare & Life Sciences Industry at IBM Global Business Services. Mr. Anbil has over two decades of management consulting experience in the life sciences industry. He has consulted & counseled Life Sciences clients in structuring solutions for strategic, operational & organizational challenges and issues. He has multi-disciplinary educational background and cross-functional experience. Partha received an M.B.A. in Corporate Strategy and Business Development from the MIT Sloan School of Management, Cambridge, Massachusetts, and an M.S. in Corporate Finance and M.A. in Econometrics from the University of Toledo. He also has an M.I.B. (Masters in International Business) from the Indian Institute of Foreign Trade (IIFT), and a B.S. in in Electrical Engineering. Ken March is President of KAM Healthcare Consulting, Inc., a full service Marketing Research and Consulting Firm. He specializes in Psychographic-based Segmentation of both MDs and Patients by Disease Category and collaborates with IMS in these efforts. Previously, he had served as Exec. V.P. in 2 top 10 Medical Advertising Agencies, as well as General Manager of Market Research Divisions. Ken has a Ph.D. in Psychology. He is a Psychologist [Clinical and Social Psych] and private Practice psychotherapist. He is also a lecturer in Psychology, for both Graduate and undergraduate-level students.

Ken March, Ph.D. President

KAM Healthcare Consulting, Inc.

Partha Anbil Associate Partner

IBM Global Business Services www-935.ibm.com/services/us/

gbs/consulting

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Leveraging APLD and Other Data Assets to Broaden Organizational Influence (and Impact Share)


Cynthia Dilley Associate Director, CNS Market Research

UCB, Inc. www.ucb.com

Session Description

Finding more audiences for your data assets gives you better access and influence across the organization. Knowledge is power – leverage it in as many places as possible. Much of our data would be useful to many other parts of the organizations we work in AND the way our partners see the data opens our eyes to new ways to leverage this extremely expensive asset. Beginning with the APLD asset, we can begin to build the case for how data assets can improve your connections and influence within the organization. We can be better than just delivering excellent insights on a project by project basis, we can actually quantitatively distill the entire base set of learnings across the entire years’ worth of work. It isn’t easy – TPAs and huge amounts of effort are required – but the payoff is immeasurable. Having leveraged a singular data asset to connect us with more individuals in the organization, a natural resulting step is to integrate that data with other powerful resources to provide maximal impact where the resulting value to the company can be substantially tracked and measured. The solution for our brand? An integrated view to both perceptions and behaviors that are heavily impacting the share of our brand. We evaluated and integrated into one statistical model, multiple different data sources to adequately control for the impacts at the physician level (we created a retail, hospital, LTC and patient view) so we could see what was truly driving share. Speaker Biography Cindie Dilley is Associate Director, CNS Market Research, at UCB, Inc. She has worked in the pharmaceutical industry in business analytics since 1999 in diverse roles including pricing and forecasting, managed care analysis, business development assessments, sales force sizing, strategy, and structure and market research both globally and nationally. Cindie has worked for several companies including Solvay, Stiefel Laboratories and UCB. Additionally, she has worked on co-promotion analysis with partners like Abbott and Wyeth. She performed her graduate studies in economics at the University of Illinois where, for four years, she also concurrently taught undergraduate economics and finance. SDI partnered with UCB to build and host the Data Mart. Burke partnered with UCB to do the partial least squares modeling in the data integration exercise.

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Prediction Markets for Pharmaceutical Concept Testing Suggested Audience: Entry/Experienced/Advanced

John Barrett

Vice President of Sales Infosurv

www.infosurv.com

Session Description

Quantifying the potential success of new treatments, product positioning, packaging, and creative materials has always been challenging—particularly in the accelerated pace of today’s markets. Tried and true methods such as monadic concept test surveys produce valid results, but this approach can be cumbersome, costly, and time consuming. Prediction markets have been hailed by leading academics like Wharton’s Justin Wolfers as well as popular best-selling commentators like Wisdom of Crowds’ author James Surowiecki as the way to achieve accurate insights into the future of your concept—at a fraction of the time of other methods. This lecture will teach you how to harness the proven power of prediction markets for new concept testing. Speaker Biography John Barrett is the Vice President of Sales for Infosurv, a full-service online research firm with a particular focus on the utilization of Prediction Markets for new product concept testing. He joined the company in 2010 and brings over 20 years of experience in marketing research, consultative sales, and business development. John has extensive experience in the Marketing Research Industry in providing strategic insights and unique solutions to business challenges for his clients. John’s experience spans multiple verticals and industries including, CPG, Pharmaceuticals, Tel-Com, Retail, Hospitality, Financial Services, Consumer Electronics, Technology, and Apparel. His focus has been on delivering quantifiable results and recommendations to critical strategic business issues and challenges. John holds a B.S. from Northeastern University in Business Administration and has done Master’s work at Rutgers University. He lives in the Atlanta area with his wife and three children and is active in the community as a Little League Coach and a volunteer with Junior Achievement.

45

From the Corner Office Suggested Audience: Entry/Experienced/Advanced

Session Description It is hard to find an organization in our industry that doesn’t have innovation as one of their “Guiding Principles” or “Core Behaviors.” Historically, the pressure to innovate was mainly aimed at R & D. Today, everyone across the company is subjected to that same pressure to innovate. Anyone who develops a track record of success in helping their organization “stay ahead of the curve” will be a valued asset to that organization. Market Research and Analytics professionals are uniquely positioned to drive innovative products and services in today’s market because of their deep and insightful knowledge of the market. This presentation will focus on strategies that can be employed to enhance your creativity around the way that you “question” the market so that you can help your company stay one step ahead. Speaker Biography Linda Harrell is the Senior Director of Market Research and Planning at Daiichi Sankyo, Inc. Her 30+ person team is responsible for all of the analytics activities that support the marketing of both the approved and pre-launch products (primary research, forecasting, marketing planning/science). Prior to joining DSI in 2005, Linda held positions at Eli Lilly and Company, Pharmacia Corporation, Sandoz/Novartis Pharmaceuticals, Matrix Pharmaceuticals and Tandem Research, now part of Ipsos Research. She has held positions in Sales, Primary Research, Secondary data and Analysis, Commercial Operations and Brand Management. She has practiced retail pharmacy for both Walgreen’s and Kroger Corporation, hospital pharmacy for the VA system, and clinical pharmacy in the Indian Health Services division of the PHS in both the Navajo and Cherokee service networks. Linda was recently appointed to a second 3-year term on the Alumni Advisory Board of Drake University’s College of Pharmacy and Health Sciences. She has been an active member of the PMRG (Pharmaceutical Marketing Research Group) for the past 15 years and currently serves on the government affairs committee. Linda, her husband and 3 children live in Randolph, New Jersey. Linda holds a B.S. in Pharmacy from Drake University in Des Moines, Iowa. She holds an M.B.A. from The Fuqua School of Business, Duke University in Durham, NC.

Linda Harrell Senior Director of Marketing Research

and Planning Daiichi Sankyo, Inc.

www.daiichisankyo.com

46

Poster Session - The Leapfrog Effect: Using Lessons from Consumer Packaged Goods to Elevate Pharmaceutical Success,

a Direct-To-Consumer Case Study Suggested Audience: Entry/Experienced/Advanced

Poster Description

It is widely recognized that the CPG industry has undergone sweeping changes. In order to survive, they had to evolve their marketing and market research approaches. Today, the Pharmaceutical industry is experiencing a similar revolution – faced with a “perfect storm” of challenges. As our customer landscape continues to change, it is imperative that we begin to move beyond “business as usual” to identify useful approaches which can overcome our current challenges and prepare us for the future of the industry.

Given the increase in patient/consumer promotion from pharmaceutical companies and the need to revitalize brands, understanding the best practices utilized by an industry that is entirely focused on consumers and driven by branding, offers the ability to truly leapfrog the learning curve and begin to maximize success with customers (patients and physicians).

Using a systematic stage gate process, leading CPG companies have identified which market research approaches fit best in the product development cycle, ranging from exploration to optimization to measurement. Additionally, they have utilized more cutting-edge approaches to reflect the changing nature of customer decision making. The Pharmaceutical industry can mirror these strategies – in fact, it is essential in order to succeed.

A DTC case study will demonstrate how key approaches from CPG have been successfully applied to healthcare initiatives. We will also discuss how the market research and marketing teams were able to utilize more efficient approaches to deliver tremendous time, cost, and resource savings allowing the market researcher to work smarter, not harder. Speaker Biographies

Erik Overby has a comprehensive understanding of pharmaceutical marketing and sales from his 16 year track record of performance in roles of increasing responsibility in specialty physician and hospital account management, sales leadership, market development, managed care and marketing at SmithKlineBeecham and GlaxoSmithKline. Erik has a Bachelors degree in Biology from the University of Puget Sound.

Sasanka Atapattu has over 10 years of experience in the healthcare industry working across the spectrum of sales, marketing, and strategy. Sasanka is responsible for delivering effective and efficient approaches to market research and marketing teams using Affinnova’s unique technology based on evolutionary algorithms. Sasanka holds a Bachelors degree in Marketing from the Isenberg School of Management at University of Massachusetts and a M.B.A from Babson College.

Sasanka Atapattu Director, Client Services Affinnova Life Sciences

www.affinnovalifesciences.com

Eric Overby Vice President, Client Services

Affinnova Life Sciences www.affinnovalifesciences.com

47

Poster Session - Diagnosing and Controlling Costly Sample Bias: A Gold-Standard Case History


Poster Description “Silent killer disease” produces few or no symptoms and can cause death if not detected and treated. Undetected biased samples in surveys can be just as deadly to a pharmaceutical brand. For more than 180 years, the prospect of faulty decisions resulting from invalid or non-representative survey samples has concerned researchers. A seriously biased survey sample is like a lamppost without a light: It provides no illumination, but you may not notice until it gets dark. A company might not notice the “darkness” until sales of its new drug are less than predicted from market research. Little else matters if the sample used for a pharmaceutical research project does not have a high degree of representative precision. Even the most sophisticated analytics can lead researchers and clients astray if based on samples with hidden or unknown biases. Our session, presented by the director of global strategic marketing for a major pharmaceutical manufacturer and the directors of a commissioned patient chart audit/treating physician study, will help the audience develop or acquire new ideas for managing and conducting effective research in a changing environment by: • Increasing awareness of a spreading pharmaceutical research-product

“disease” – biased (non-probability) survey samples • Identifying areas that present special obstacles to obtaining valid samples,

including in emerging markets and multinational studies • Presenting comprehensive standards that must be met to minimize sample

bias • Providing a diagnostic sample validity checklist • Presenting a detailed case history of how this tool was used to control and

minimize sample bias in the patient records study, the results of which appeared in 5 peer-review conferences/journals

Speaker Biographies Jack Gallagher, a former member of the University of Virginia School of Medicine faculty, has conducted studies on a variety of medical conditions. He has a doctorate in clinical psychology and two degrees in mathematics. He has directed a five-university research consortium, served on the review boards of two national health care journals, and wrote Changing Behavior: How and Why. His 2012 continued next page

Brent Schwartz Director, Global Strategic

Marketing Allergan

www.allergan.com

Jack Gallagher, Ed.D. President

Clarity Pharma Research www.claritypharma.com

Kylee Jean Heap Global Operations Director Clarity Pharma Research www.claritypharma.com

48

Poster Session - Diagnosing and Controlling Costly Sample Bias: A Gold-Standard Case History, continued

presentations include the MRS Healthcare Research Conference (London), PBIRG Annual Meeting (Chicago), and Journal of Urology (CME article). Brent Schwartz is currently focused on the in-licensing of new pharmaceutical, drug delivery, and device technologies in the area of Urology. He has held various sales and marketing positions, domestically and aboard, during his 16-year pharmaceutical career. He is recipient of the 2007 Manny Award for “Best Digital Patient Campaign.” His publications include papers for the Journal of Urology, American Urological Association, and Society of Urologic Oncology. He completed his M.B.A. at the Thunderbird School of Global Management in 1997. Kylee Jean Heap has a decade of experience in the successful development, operational implementation, data processing, and analysis of a wide range of global medical market research on a variety of investigational and FDA-approved products. She is a co-author of three papers that were published in medical journals and presented at medical conferences, including one on nonmuscle invasive bladder cancer presented at the 106th annual American Urological Association meeting and one on practice patterns in the Journal of Urology.

49

Poster Session - Streamlining Adverse Event Reporting in Research with Patient Records Suggested Audience: Entry/Experienced

Poster Description

It is widely-recognized that patient-record-based research can provide multiple levels of insight, offer rich narratives around decision-making, and fill gaps in information about product choice that encumber the usefulness of some secondary data sources. When deployed for strategic learning, patient-record platforms can address a range of business questions across the full product lifecycle, from the stages of pre-launch, through expansion, and maturation. A challenge with this type of research is the reality of adverse event reporting requirements, which are difficult to avoid due to the specificity of the patient information typically captured in these studies. In this poster, we share best practices for AE reporting in case-based projects that balances two business needs: (1) compliance with the requirements placed on market researchers to report adverse events for company products that is HIPAA (or similar)-compliant, and (2) efficiency and process discipline that insulates project timelines from possible delays due to AE reporting. The general theme of the poster is that adverse event reporting should not be a barrier to using patient-chart platforms, which are becoming more critical in addressing strategic business questions in pharmaceutical business. The specific process recommendations that we present, focus on careful mapping of likely AE-qualifying sources during the materials development phase, which enables rapid identification and recording of AE details for completion of client submission forms. For market researchers, learning how to navigate the process to ensure project timeliness and value is a critical skill. Speaker Biographies Carter Smith, Ph.D., is an Executive Director at BioVid with more than a decade of experience in leading multi-national quantitative and qualitative research studies for major clients in the biotech and pharmaceutical industries. He earned his doctorate in Social/Organizational Psychology from Temple University, where his training emphasized quantitative research techniques and statistics. Aarti Shah is a Senior Research Director for BioVid, who has focused on pharmaceutical market research for 15 years, including experience with two other global research agencies. Her focus has been in the areas of strategic custom research and consulting, with specific expertise in global execution. She has directed research across five continents. She holds a B.Sc. in Chemistry & the Analysis of Science and Technology from University of Manchester, UK, and has conducted research investigating the globalization of the pharmaceutical industry at Aston Business School, UK.

Aarti Shah Senior Director

BioVid www.biovid.com

Carter Smith, Ph.D. Executive Director

BioVid www.biovid.com

50

Poster Session - Understanding Patient & Physician Perspectives Around Type 2 Diabetes


Carol Fitzgerald President & CEO

BuzzBack www.buzzback.com

Poster Description

Diabetes is growing at an alarming rate. An estimated 1 in 10 adults will have diabetes by 2030, with type 2 accounting for 90% cases (IDF Diabetes Atlas, 2011). New studies and media attention focused on the subject is released daily, and many companies – from pharmaceutical to food and beverage – are focused on the problem. This poster highlights new diabetes research: issues around the disease, day-to-day behaviors, and feelings among sufferers and physicians. This poster will show: 1. Doctors and sufferers view behavior and experience similarly for treatment,

however underlying feelings and how to overcome emotional hurdles vastly differs.

2. Imagery and language patients and physicians use to express attitudes/feelings reveals subconscious insight beyond stated perceptions.

3. Online research is generally quantitative, leveraging efficiencies in global reach and cost. This study introduces “breakthrough” techniques, more effective in getting to subconscious feelings.

Speaker Biography Carol Fitzgerald is the founder of BuzzBack, a pioneer in online research techniques. Since its inception in 2000, the company has won numerous awards for its innovative toolset and outstanding team of researchers. Carol is an experienced senior-level executive that has proven success in the management of both established and start-up companies for more than 15 years. Prior to starting BuzzBack Market Research, Carol was a Director at Mail.com where she built and managed the company's consumer marketing and product development strategy. Prior to Mail.com, Carol spent 10 years in various senior management roles at ACCO, a $1.3 billion office products division of Fortune Brands. Carol is a cum laude graduate of Dartmouth College, and her honors thesis on TS Eliot continues to be cited in academic works on the author.

51

Poster Session - Persistency and Compliance: Why Your Numbers May Be Wrong


Poster Description “Persistency” is often confused with “Days on Therapy.” “Compliance” or “Medication Possession Ratio” is often confused with “Adherence.” These are all separate measures that have independent uses – yet common practice to determine these is neither consistent nor standard. MPR does not account for: a) automatic refills from mail order houses, b) medication stockpiling, c) dosing frequency, d) pharmacy switching, e) insurance plan switching, or f) medications administered during hospital stays. While an accurate measure is most useful for determining lifetime value of a patient for forecasting, MPR can often return equivocal results due to data capture issues (i.e., plan/pharmacy switching, hospitalizations) or methodological issues around the determination of a “look-back period” to identify a new patient start. Lifetime value of a patient is derived from a combination of persistency, compliance, and cost per Rx. Persistency is typically derived by looking at the median number of days on therapy before a patient discontinues treatment. Discontinuation is usually determined by an arbitrarily chosen “look-forward,” “grace,” or “washout” period. Persistency values may change dramatically as different “look-forward” periods are chosen to determine when to a patient has “discontinued” therapy. Data capture issues can also lead to classification challenges for “new patient starts,” “continuing patients,” “discontinued patients,” and “restarts.” Three easy-to-use methodological revisions are proposed to help alleviate challenges to MPR and persistency calculations as described above. This will improve the ability to estimate accurate lifetime value of a patient, new patient starts, discontinued patients, continuing patients, and restarts. Speaker Biographies Daniel J. Feldman, Ph.D. is an independent consultant at Colligation, LLC and an Adjunct Faculty at Rutgers Business School in Pharmaceutical Market Research. An expert decision-maker and leader in healthcare analytics with more than 23 years of experience at companies like Bristol-Myers Squibb, Novartis, Forest Labs, and NDCHealth, and various hospital and outpatient settings. He holds a

Lisa Rendina Director of Operations,

IMS Institute for Healthcare Informatics

IMS Health www.imshealth.com

Daniel J. Feldman, Ph.D. Meta Market Researcher

Colligation, LLC www.colligation.com

Shawn Yoder Senior Manager, Statistical

Methodology IMS Global Operations

www.imshealth.com

52

Poster Session - Persistency and Compliance: Why Your Numbers May Be Wrong, continued

Ph.D. from University of Cincinnati in Clinical Neuropsychology and was awarded the Pharmaceutical Market Researcher of the Year Award from PMRG in 2009. Lisa Rendina is Director of Operations for the IMS Institute for Healthcare Informatics, where she directs a team of analysts that provide analysis into changes in healthcare, both in the US and Globally. Lisa has over 18 years experience in the pharmaceutical industry and has expertise in APLD and health claims data analysis, market and sales operations focused analyses, as well as facility and corporation level insights. Lisa holds a B.S. in Electrical Engineering from Newark College of Engineering. Shawn Yoder is a senior manager of statistical methodology for IMS global operations, where he conducts market research and pharmaco-economic research using prescription and claims data from the company’s longitudinal databases. Shawn has developed methodologies for treatment regimens, therapy switching, source of business, and adherence. Shawn has earned a M.A. in Economics from Pennsylvania State University and has 9 years of experience in health services research.

53

Poster Session - A Day in the Life of Oncology Nurses Suggested Audience: Experienced

Caroline Volpe

Managing Director Genactis

www.genactis.com

Poster Description

“Getting ahead of the curve” is often the key to commercial success and it’s even more critical in the highly competitive pharmaceutical arena. This session will provide examples of how we can leverage newer mediums, such as online bulletin boards and mobile ethnography, to get more out of qualitative research while still utilizing tried-and-true techniques from our qualitative toolbox like projective techniques. Our presentation will discuss how we can best address these types of research objectives with a blend of methodologies to optimize and maximize the insights generated. We will present a case study in which we focus on the daily life of a small group of oncology nurses, asking them to keep a mobile video diary as well as, participate in an online bulletin board using projective techniques to extract deeper, emotional insights that delve beneath respondents’ rational thinking. Key takeaways from the session will be: • How to leverage newer technologies such as mobile platforms and online

bulletin boards to gain a better understanding of both HCPs and patients • How utilizing multiple research modalities within a single project can yield more

powerful data with complementary insights • How to still effectively use psychologically-based qualitative research

techniques such as projective techniques within the context of these new technologies

Speaker Biography Caroline Volpe is an experienced research consultant with expertise in designing market research across all phases of the product lifecycle, including quantitative and qualitative research for strategic business and tactical planning. Caroline received her M.S. in Marketing from Drexel University and her B.S. in Marketing and International Business from Kutztown University. She is a member of the Qualitative Research Consultants Association, Mobile Marketing Research Association and American Marketing Association.

54

Poster Session - Changing the Habits of the People You Target Suggested Audience: Experienced/Advanced

Poster Description

Understanding the factors and dynamics in prescriber and patient decisions is an ongoing, critical need of pharmaceutical marketers, yet this need is only partially filled by existing methods. Marketers and researchers know that direct questioning yields a partial answer, an inaccurate answer, or both. And indirect qualitative methods, while useful, produce results that are subject to broad interpretation and might not identify what is actually occurring in the decisions under study. The answer to this challenge comes from understanding that many decisions are made as the result of habits -- which is a different phenomenon from a ‘hidden motivation.’ “Habit” is most often used for addictive behaviors, e.g., “smoking habit.” For our purposes a broader meaning is intended: a habit is a routine response to an internal or external cue, a response that might once have been a deliberate decision, but has since become automatic, as the brain stops fully participating in the decision in the interest of efficiency. Habits are inevitable and fundamental to our existence. They literally allow us to adapt and survive. In this poster we will outline how we study habits to inform marketing strategy and tactics. Identifying constituents’ habits has a huge payoff: marketers can conceive and implement tactics to change the constituent’s routines in response to cues, thereby achieving change in behavior. Speaker Biographies Ken Rawlings is Vice President at Healogix. In his 17-years experience executing primary research, Ken has delivered insights to pharmaceutical and other healthcare clients on numerous therapeutic categories and business issues. His research experience covers a multitude of qualitative and quantitative methodologies. Tim O’Rourke is Chief Research Officer at Healogix, a global marketing research and consulting firm. Tim has a Ph.D. in cognitive neuroscience from Tufts University and more than 20 years of experience in basic and applied research. He has more than a decade of industry experience, delivering accessible and actionable information across every major pharmaceutical category. Tim is responsible for driving research methodology and analysis at Healogix and developing leading-edge research and analytical tools for the company.

Tim O’Rourke, Ph.D. Chief Research Officer


Ken Rawlings Vice President


55

Poster Session - Understanding and Interpreting Language – the Key to Everything


Donna Simpson Principal


Poster Description

The words people use can have many different meanings. A conversation or dialogue of even moderate length can form an extremely complex body of concepts. We use linguistic analysis to extract the true meaning of the language being used and how to interpret it into actionable language. Building this technique into market research provides important insights into human communication and decision-making which are often overlooked.

Applications for Linguistic Analysis help us understand patient language for: • Developing patient education materials • Developing DTC advertising • Identifying the rational and emotional triggers for making healthcare decisions • Understanding the language used by different patient segments for targeting

consumers

Understand HCP language for: • Developing sales aids and physician support materials • Developing physician advertising • Understanding the language used by different physician segments to strengthen

targeting efforts

Understand the dialogue between patients and physicians for: • Guiding physicians on how to discuss a drug, particularly when there are costs,

safety, or side effect issues • Developing tools that can assist patients and physicians to have a more

productive conversation and overcome barriers to an effective conversation • Anywhere where language is important for a deeper understanding of beliefs

and behaviors

Linguistic analysis adds value to research by deepening insights, creating new messages, enhancing old ones and developing language that resonates with your target markets. Speaker Biography

Prior to joining Segmedica, Donna Simpson had 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 division of a biotech supply firm while continuing to advance in the areas of marketing research using her skills to devise strategies for improved ROI’s. One of the key areas she has spent time on in her former career was marketing strategy, assisting in the emergence of a new market for many products and services to the pharmaceutical and biotech industry.

56

Poster Session - Thinking Longitudinally: Adding the Fourth Dimension to Your Research

Suggested Audience: Entry

Poster Description Due to its research intensive nature, the pharmaceutical market is considered to be highly dynamic. Such a market demands research methodologies that can account for its dynamism. Two types of longitudinal data analytic techniques are discussed that support analysis of time as a predictor and as an outcome variable. When time is a predictor variable – multilevel modeling (or mixed modeling) and latent growth curve modeling can be used to assess the impact of time on the dependent variable. When time is an outcome (i.e., time to an event), the Kaplan-Meier method and Cox proportional hazards regression can be used to assess the impact of other variables on time to the event. These techniques are frequently used in clinical studies, but are not utilized as often as they could be in marketing research. Some applications of these techniques in pharmaceutical market research are provided. Limitations of such methodologies are also discussed. Speaker Biographies Amod S. Athavale is a graduate student at the University of Mississippi (UM). He is currently pursuing a Ph.D. in Pharmaceutical Marketing and Health Outcomes Research. Amod has a B.Pharm. degree from Mumbai University (2008) and an M.S. in Pharmacy Administration degree from UM (2010). He is also a Research Assistant at the Center for Pharmaceutical Marketing and Management at UM. His research interests include studying patient, physician, and pharmacist behavior, product adoption, promotion, and health outcomes. Ben Banahan is the Director of the Center for Pharmaceutical Marketing and Management at The University of Mississippi. From 2000 – 2007 he served as a Senior Vice President of Roger Green and Associates. He has a B.S. in Psychology from Louisiana State and an M.S. and Ph.D. in Health Care Administration from The University of Mississippi. His research interests include pharmaceutical marketing, medication adherence, pharmacovigilance, and health outcomes related to medication use. He first became involved in PMRG in 1988.

Benjamin F. Banahan III, Ph.D. Director, Center of Pharmaceutical

Marketing and Management, University of Mississippi School of

Pharmacy

Amod S. Athavale, B.Pharm., M.S. Doctoral Student, Department of

Pharmacy Administration, University of Mississippi School of

Pharmacy www.pharmacy.olemiss.edu

57

Poster Session - Managing Market Response to Food and Drug Administration’s Safety Warnings

Suggested Audience: Entry/Experienced

Poster Description

This poster will demonstrate the importance of pharmaceutical companies managing Food and Drug Administration (FDA) safety warnings by examining market response to thiazolidinedione warnings and the use of oral antidiabetics. The analysis used 2006 – 2008 data from the Center for Medicare and Medicaid Services five percent national sample of Medicare Part D beneficiaries. Beneficiaries were classified each month based on the FDA safety warning into appropriate-use, at risk, and contraindicated groups based on the presence of certain comorbid conditions. Data were aggregated to monthly utilization rates. Analyses examined the effects of the May 2007 FDA safety warnings about the ongoing review of rosiglitazone’s potential to increase cardiovascular risks on thiazolidinedione utilization rates for the different appropriateness of use categories using an interrupted time series model. There was an increasing trend in the total utilization rates of thiazolidinediones before the safety warning. Significant decline in drug utilization rates were observed at the end of the study period for all patient groups on rosiglitazone (relative difference -74.78%, -79.93%, and -90.21% in appropriate-use, at risk and contraindicated patient groups, respectively). The intervention did not have significant immediate effects on the post-intervention utilization rates of pioglitazone. However, after the intervention, a general decline in utilization of thiazolidinediones, including pioglitazone, was observed. The initial safety warning about rosiglitazone’s cardiovascular safety was effective in decreasing rosiglitazone’s utilization in the targeted population and thus appeared to achieve the desired safety effects. However, the safety warning also had spillover effects by reducing utilization of rosiglitazone in patients without contraindications and reducing utilization of pioglitazone. These spillover effects to pioglitazone were mitigated somewhat by appropriate market differentiation based on patient type. Speaker Biographies Hafiz A. Oko-osi is a graduate of the Department of Pharmacy Administration at the University of Mississippi (UM). Hafiz has a B.Pharm. degree from the University of Lagos (2006). He also has sales and marketing experience in the pharmaceutical industry. He has also held a Research Assistant position at the Center for Pharmaceutical Marketing and Management at UM. His research interests include pharmaceutical marketing and health outcomes research. Ben’s bio on page 50.

Benjamin F. Banahan III, Ph.D. Director, Center of Pharmaceutical

Marketing and Management, University of Mississippi School of

Pharmacy

Hafiz A. Oko-osi Graduate Student, Department of

Pharmacy Administration, University of Mississippi School of Pharmacy

www.pharmacy.olemiss.edu

58

Antitrust Guidelines We organize our conferences to create opportunities for attendees to share with one another their technical know-how and even general business knowledge.

Historically, we have always remained attentive to antitrust rules in developing and reviewing session content. Outlined below are some of these rules so that you can have them as well.

Federal antitrust laws forbid certain types of collusion and anti-competitive behavior. Because violations of the laws can lead to severe penalties, trade associations such as PMRG must ensure that their meetings do not become forums for the forbidden behavior (discussions) by both pharmaceutical companies and marketing research agencies. We are forbidden from sharing information regarding pricing (especially with a view to engage in price-fixing). We also are forbidden from discussion about dividing market segments among competitors. A more detailed list of the protections that we must enforce at our meetings includes:

1. Don't discuss current, future or past prices of particular researchers or pharmaceutical companies.*

2. Don't discuss any increase or decrease in prices of particular researchers or pharmaceutical companies.*

3. Don't discuss margins or what are perceived as fair profit levels.

4. Don't discuss standardizing or stabilizing prices.

5. Don't discuss pricing procedures.

6. Don't discuss discounts or rebates.

7. Don't discuss credit terms.

8. Don't discuss controlling sales by vendors -- as to either customers or levels of sales.

9. Don't discuss allocating markets (e.g. by territory or by type of customer).

10. Don't complain to a competitor that it’s prices constitute unfair trade practices.

11. Don't discuss refusing to deal with a particular company.

12. Don't attend a "rump" session where any of the foregoing may be discussed.

At the very first mention of a forbidden topic at a PMRG event, the people conducting the meeting must ensure that the discussion immediately ends.

_________________________

* Pricing of pharmaceutical products may only be discussed within the context of generalized, de-identified phenomena, analytics and know-how pertaining to the discipline of pharmaceutical marketing research.

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