Mahesh Lingaiah & Max Czycholl, Borderless Access

The power of digital patient journey mapping

Mahesh and Max will demonstrate how the strategical use of digital patient journey mapping helps life science companies in 4 ways:

1. Understanding the patient mindset and voice (i.e. emotions, recovery days, treatment follow-up)
2. Evaluating patients pain points, time to diagnose, treatment journey, along with treatment switch
3. Engaging with target patient segments using specific messaging
4. Ensuring a high rate of patient acquire and retain

The world we are experiencing is far from being normal, new or otherwise. Now, more than ever, our ability to innovate; to bring to life something of worth out of ideas that are new to us, is our survival skill. As we ride the evolving edge and collectively create our future; navigating and surfing uncertainty, unpredictability and change, how we contribute our skills, experience and imagination is our greatest challenge.

Award Winning Author and Keynote Speaker, Natalie Turner, will inspire, engage and enthuse you to increase your ability to innovate. Using her Six 'I's® of Innovation methodology, you will learn how to identify your innovation strengths, increase the quality of your ideas, and improve the engagement of team members to make new ideas work. Be inspired to create a new narrative, a new story, and an extraordinary vision that will promote and uplift the well-being of people and planet.

While digital healthcare solutions have been trending for many years, COVID-19 has undoubtedly accelerated uptake and caused a positive shift in perception.

Telemedicine solutions are beneficial throughout the patient journey yet challenges to uptake remain and will need to be overcome to be more widely adopted in the future. In this paper, we investigate the opportunities for telemedicine to support solutions in ophthalmology by a global healthcare company.

Using the insights from a global study conducted across US, Europe and Asia during the worldwide lockdown, we will discuss what a telemedicine service needs to offer to be successful and what the implications are for your company’s digital strategy.

This session will explore what the future of qualitative research might look like post Covid-19.  The session will comprise of breakout rooms where attendees and will be an opportunity for discussion and collaborative working.

How do we increase awareness of a product’s benefits in a stagnant market by optimizing communication through tailored messaging?
• Our product is a late life cycle brand, in a stable market with well-established competitors. Equipped with new data, our team was looking to make HCPs aware of the product’s unique benefit
• In the session we will talk about how a series of qualitative and quantitative market research studies conducted through collaborative efforts of multiple vendors helped us achieve a need-based segmentation of HCPs and how to customize our engagement with them

‘Making lives better by bringing quality affordable self-care products that consumer trust everywhere they are sold’. This is the new vision of Perrigo that is brought to life in everything that Perrigo do – starting with deep consumer insights as a foundation for effective marketing.

This presentation illustrates how Perrigo expanded in putting the consumer at the heart of the organisation in a unique approach. With a total understanding of consumers facing multiple health challenges, the team obtained a helicopter view to feed into overall company strategy, optimise brand strategies and support innovation development. The 360° view above ‘siloed’ individual category studies allowed to connect dots on category trends (healthy living, naturalness, probiotics, CBD, sustainability, …) feeding broader innovation platform development. The deepened consumer understanding also contributed to a fast and effective response when facing the Covid-19 challenges for the consumer healthcare industry.

This session will allow you to listen to speakers who work in markets outside the EU to discover how Covid-19 has impacted market research in markets which have traditionally not been using as much digital technology to conduct research.

This session provides a holistic, longitudinal understanding of HCPs’ and Patients’ experiences and perceptions of telemedicine from the onset of COVID (US, UK). Working with TherapeuticsMD, the methodology included buzzback’s Blended ResearchTM approach, integrating qualitative projective and visualisation techniques into quantitative studies, for deeper understanding of issues and emotions, while not sacrificing larger quantitative samples for confidence in emerging trends.

Key focus on (1) rapid shift to Telemedicine, (2) detailed perceptions, (3) its future. Attendees will benefit from a greater understanding of HCP and patient behaviour, a unique and timely perspective of shifting attitudes & emotions – plus client perspective framing healthcare implications.

Martina Diep:

Martina is a certified yoga teacher from the Shala School of Yoga London. She is passionate about the mind-body connection and the way in which yoga can transform us through breath, asana, the spiritual essence held within the practice. Martina has been teaching regular midweek yoga classes since March 2020, covered for other senior teachers and taught yoga taster sessions for South West London & St George's Mental Health NHS Trust.

This paper will showcase four innovative elements of our project case study and demonstrate the ways in which they allowed us to gain insights that could have been missed if we adopted a more traditional approach. These techniques complemented each other to ensure our findings reflected the real world as much as possible, giving actionable and credible recommendations.

Based on the BBC’s hit comedy television series in which celebrities are invited to discuss their pet hates and persuade the host to consign those hates to oblivion in Room 101, Day One will ask 2 clients to join them in live debate about which 3 things they wish to banish from research forever in order to make way for newer and better ways of working, powered by new technology. This session promises to be lively, informative and entertaining!

Research is rarely as simple as a single research objective may seem. Thinking about the broader context of why research is being done, as well as the impact it may have, not only helps to bring strong insight but also helps to make you a more rounded researcher.

Melissa will present two case studies looking at tackling low ARV initiation in men in South Africa which demonstrate this, as well as bringing in learnings from her time on secondment with the Janssen Immunology EMEA team.

With digital communications increasing in importance, getting a clear view of the effectiveness of multi-channel campaigns is more important than ever. Achieving this requires a unified view of primary and secondary data on customer communication engagement.

Xierong and Theano will share three case studies that demonstrate how multiple sources can be integrated successfully to support customer relationship management for pharma companies across three key stages of a product lifecycle: a) when preparing for launch, b) after launch and while facing competition from new entrants and c) for established brands that need to strengthen or maintain their position in the market.

This discussion session will comprise of a panel of senior leaders from our industry and beyond.  

The session will explore how individuals should be encouraged to keep innovating their own careers by moving across roles and taking risk.  However, at the same time the organisations must continue to innovate in how they makes space for the growth mindset

Panellists will discuss: 

• 
  What would it look like if our teams were encouraged to be Brave not Perfect in their development choices or risk taking attitudes? Perhaps it would empower our people to reach higher, grow further and be the very best they can be?
• 
  As leader how can we make space and challenge our teams to take more risk? If the whole organisation moved toward that mindset what might the outcomes of that be for companies and those they serve ?

Behavioural science has allowed us to have a much deeper understanding of the drivers and barriers to human behaviour, far beyond traditional models of the ‘rational’ agent. In healthcare we often wrestle with what - on the surface - seems like irrational behaviour. Indeed, both healthcare professionals and patients often make decisions that appear suboptimal, from patients not taking their medication as advised, to HCPs being resistant to change - inertia is a much cited phenomenon.

Behavioural science can help us not only understand these seemingly irrational behaviours but also tackle them. Looking at the broad issues around inertia, Crawford will draw on several case studies to: 1. Show how behavioural science helps us understand why behaviours / habits are so hard to make and break, why inertia often builds up and persists, and why change is rarely willingly embraced. 2. Highlight how behavioural science has inspired interventions to help tackle these seemingly irrational behaviours and ultimately drive real behavioural change.

Are you honest on social media?

Social media analysis is sometimes seen as a panacea for understanding ‘the voice of the patient’. However, social media is subject to ‘social desirability bias’ where people post what’s socially acceptable rather than what they’re really feeling.

Because many patients consult ‘Dr. Google’ with more honest concerns before they visit their HCP, Lundbeck and HRW ran a pilot contrasting outputs of social media analysis with Google trends analysis.

This session will showcase the benefits and pitfalls of these two sources to understanding the landscape and how to make the most of the data at our digital fingertips.

Marie Schuppan:

Marie is German-American, born in St.Paul, Minnesota, USA. She studied music and music education at the University of Arts, Berlin and voice in Rostock, Jerusalem and NYC. She works as a singer, voice/language coach, and yoga teacher/therapist.
She has been teaching and lecturing on yoga, meditation and yoga nidra since 2008. Marie is a Yoga Alliance certified E-RYT and YACEP, Parayoga certified, and was initiated into the Himalayan Sri Vidya tradition in 2015. Always a curious student, she is currently enrolled at the Himalayan Institute, studying to become an Ayurveda Yoga Specialist

Discussion session about how Behavioural Science is being leveraged in industry and how it is now being viewed as a marketing and research Asset

Unsure whether your current brand creative strategy and messaging are providing the tools to operate in a world where social media accounts for so much weight in terms of brand perception?

Interact and immerse yourselves in a presentation from Basis Health that shares results from disruptive research which will help you to understand how social media/influence plays a role in HCP prescribing behaviour.

Leave with some clear, action focused hints and tips which will help you optimise your digital engagement strategy and create social momentum to ultimately drive your brand success.

In this session, Cello Health will demonstrate a real-world example of calibrating demand assessment to make a more realistic estimate of future market potential following a label change for an existing dermatology brand.

Working with LEO Pharma, the project offered a different perspective on the old question of calibrating to account for overstatement in demand assessment research. Researching an in-market brand with a new label provided both opportunities and challenges but ultimately they found a useful and transparent approach to demand calibration that could be applied to similar market opportunities in the future.

Have you ever wondered what market research has to do with dance? Join Nina and Roberto for this exciting session to learn about a new research model, created to accelerate a patient-based strategy and address an unmet need of a rare patient population never researched before.

Drawing a parallel with dance, they will take you through the thinking, the steps and some of the outputs of the approach, designed to deliver more meaningful alignment between internal and external needs.

We live in an era where a multitude of information sources empower patients to influence decisions regarding their treatment. On the other hand, payers are pushing for lower costs and restrict options available for HCPs. Can pharma companies still rely on the judgment of physicians alone when evaluating the market potential of a new product?

This session will enlighten delegates about the importance of looking at multiple perspectives when forecasting the market potential of a new product. Using machine learning and other traditional analytical approaches, our speakers will demonstrate how a decision influence framework helps to reconcile individual preferences and interaction styles into a single, reliable forecast.

Rare disease market research is fraught with numerous challenges that make it time-consuming and not always amenable to traditional market research approaches. These challenges are especially pronounced when the need for a quick assessment of a market arises or when a major market event thwarts existing treatment paradigms.

Sickle cell disease (SCD) is a rare disease with a rapidly developing and evolving market that make it a great example to highlight the challenges of conducting rare disease market research and strategies to maximise primary market research (qualitative and quantitative) and secondary data resources for high quality, quick turnaround insights.

Conceptualising US Gross-to-Net Discounts

One of the most important commercial variables in the largest Pharma market, the US, is the product PRICE. Yet, publicly available US pricing information hides confidential discounts negotiated between manufacturers and PBMs and Commercial payers. These gross-to-net discounts appear to be on the increase generally and, confidential by nature, are not published at a product level and cloud the view on the level of potential net sales a manufacturer can expect over the lifetime of a product. The EphMRA Forecasting Forum is inviting to discuss how this uncertainty is managed on a day to day basis. During a recent internal project groupH conducted in-depth discussions with senior US payers to conceptualise the drivers behind contracting discounts and other negotiation parameters and analysed pricing information from different sources for a range of different products. The outcome of this analysis will be shared as part of a 10-minute introductory briefing prior to a forum discussion.

Do you want to learn how social distancing actually brought a pharma company, an agency and patients with a rare disease closer together?

Then join this session where Laura and Claudia present an exciting case study of how to get meaningful insights in the virtual space, and improve patients’ lives even when we are separated behind screens.

They'll show you how it’s possible to form deep personal connections that enable an open and honest dialogue without ever meeting face-to-face. Let’s break down the old interviewer-respondent-dynamic to allow for true patient engagement.

Marie Schuppan:
Marie is German-American, born in St.Paul, Minnesota, USA. She studied music and music education at the University of Arts, Berlin and voice in Rostock, Jerusalem and NYC. She works as a singer, voice/language coach, and yoga teacher/therapist.
She has been teaching and lecturing on yoga, meditation and yoga nidra since 2008. Marie is a Yoga Alliance certified E-RYT and YACEP, Parayoga certified, and was initiated into the Himalayan Sri Vidya tradition in 2015. Always a curious student, she is currently enrolled at the Himalayan Institute, studying to become an Ayurveda Yoga Specialist

A not to be missed truly innovative paper – presented by Boheringer Inegelheim and Blueprint Partnership validating the most recent tech available to a critical research project.

Wael and Sam will be challenging themselves – what did each of these tools bring to the project and would they have missed key insights if they’d just embarked on a classical research approach alone.

Hear perspectives from both Agency and Industry client.

During this session, Lena will give a view into the world of advanced analytics. After explaining what advanced analytics is and what it takes to successfully apply it, she will talk about a pharma-relevant use case. Based on this we will see that advanced analytics and market research can support each other to create new insights. The session will close with a view into the future on how the collaboration between market research and advanced analytics can evolve.

Tired of the traditional data collection methodologies? Looking for something interesting, innovative and interactive? Look no further! With AI Swarm, you can harness the power of swarms & AI technology to produce real time results and valuable insights.

The application of a specialised form of AI, known as Artificial Swarm Intelligence or Swarm AI, is providing fresh insights in HCP research. Swarm AI® harnesses the power of human groups in combination with AI technology to produce valuable qualitative and quantitative guidance for researchers. Easily implemented in any setting or integrated with other methodologies, HCPs are highly engaged, satisfied, and interested in future participation.

Who doesn’t want research to be fun, engaging and thought provoking? With this new technology, our speakers have found HCPs are more engaged and interested in participating when the research is interactive and gamified.

This will be a workshop style presentation – David will discuss the technical components of the tool and Tamara will walk you through the learnings from a recruitment respective.

A not to be missed session - sharing never seen before AI tool with key take aways for action and implementation for key audiences – MRO, Fieldwork agencies and Industry.

What do you do when you're faced with a challenge that scares and excites you in equal measure? How do you sustain progress towards your goal when operating in an uncontrollable and unpredictable environment?

Tori James is the first Welsh woman to climb Mount Everest and one of the youngest British women. Tori draws direct parallels between the time she spent in the ‘death zone’ on Everest and everyday business challenges. From engaging the support she required to make it happen and establishing trust within the team, to dealing with setbacks and performing under pressure.

Tori describes how it takes more than speed, fitness and stamina to survive on the world’s highest mountain and shares some of the strategies, mindsets and beliefs that contributed to her team's success.