AGENDA

Powerful sessions in various formats (MasterClass, presentations, panels, and roundtables) from expert speakers hitting groundbreaking territory and discussing what matters most.

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SPEAKERS

Distinguished industry leaders who come prepared to actively engage and share the latest insights.

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TESTIMONIALS

The Pharma Market Research Conference provided a tremendous opportunity for networking and exchanging ideas.

 

LEO Pharma

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CONFERENCE DAY 1
Wednesday, June 22, 2016
CONFERENCE DAY 2
Thursday, June 23, 2016

Registration & Networking Breakfast in Exhibition Hall

Chairpersons’ Opening Remarks

Kristian Gravelle, Director- Insights, AstraZeneca
Rod Tarajos, Director, Commercial Excellence, Baxter Corporation

Next Level Pharma: What’s Happening Now and What Should Be Done in the Future

Michael Cloutier, Former VP, General Manager, PTC Therapeutics

Launching and Succeeding in Canada

Kevin Leshuk, General Manager, Celgene

Networking & Refreshments in Exhibition Hall

Value of Innovative Medicines – A Canadian Perspective

James Carver, Marketing Director, Lymphoma & Leukemia, Janssen

Lessons for Pharma from the Healthcare Sector

Charles J. McMillan, Professor, Schulich School of Business, York University

Networking Luncheon

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Pain Relief for Creative & Message Testing

Kristian Gravelle, Director-Insights, AstraZeneca
Michelle McKay, Director, Ipsos ASI

Advertising is one element of your marketing mix that allows you to communicate something special about your brand to your intended audience.

Organizations invest significant sums in finding the best way to communicate. If this is the case, shouldn’t we also ensure that the way we measure the potential of advertising has the ability to influence the decision to advertise or not? For those who are trying to get more out of research, this presentation is for you. Building on best-in-class CPG methodologies, we will show you how to evaluate creative against its objectives and norms without breaking the bank. This methodology also allows you to complete the circle and measure post in-market impact through U&A.

TRACK B

Real World Patient Behaviour Intelligence & Analytics

Martin Holmes, Associate Product Manager, Self Care Catalysts
Grace Soyao, Founder & CEO, Self Care Catalysts

Every patient has a story… now you can see the person behind it.

There are many complex factors that impact the patient journey as well as treatment adherence. Traditional market research tools have limitations in understanding how patients navigate their disease and treatments outside of clinical and pharmacy environments. Learn more about how real world, real time patient behavior analytics and insights are captured through Self Care Catalysts’ Health Storylines Patient Support and Market Research platforms. The closed-looped marketing and research platform creates a powerful channel for pharma to deliver personalized patient support, deliver targeted communications and messaging and generate a wealth of patient informatics for market research and insight mining.

Three things you will get out of this talk:
1. Patient experience with a self care technology
2. How to deliver more impactful support to a targeted base of patients
3. Real world patient behavior insights on brands, target population details, patient personas, adherence and persistency rates, emotional journey and more.

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

The Importance of Marketing Research in the Due Diligence Process

Kaustav Chatterjee, Director of Business Development, Merus Labs International
Geoff Morrow, VP Business Development, Merus Labs International

TRACK B

Building a Human-Centric Patient Journey: an Applied Anthropology Thinking Approach

Catherine Bauer, Business Intelligence Professional
Johanna Faigelman, Founding Partner, CEO, Human Branding, Inc.
Sarah McNab, Partner, CSO, Human Branding, Inc.

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Segmentation: Innovative Methodological Techniques Coupled with Best Practice Execution

Stephan Benzekri, Senior Vice President, Léger

The idea of segmentation is often met with trepidation or disdain based on previous experiences or perceived notions.

Some believe segmentations are time consuming and labor intensive at best and un-actionable and expensive at worst. However, to a greater extent than virtually any other type of engagement, segmentation when done correctly, can be the single most important piece of research for a brand, providing the framework for sizing, targeting, messaging, and essentially informing the brand strategy as well as tactics.

It is true that in segmentation, you “reap what you sow” in terms of execution as well as implementation. It requires various key stakeholders to be involved regularly at key milestones and to be part of the decision-making process at each of a handful of critical junctures.

This discussion will center on methodological innovations, specifically machine learning, coupled with best in class execution and management of the “critical junctures” involving client input that help streamline and refine the entire segmentation process and ultimately lead to a more accurate and actionable solution.

TRACK B

(Do You Know) What Payers Want?

Faridah Saadat, Director, BD & Market Access, Wyatt Health Management
Geoge Wyatt, Managing Director, Wyatt Health Management

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

Role of Marketing Research to Strategic Planning

Brian Good, Director, Business Development, Bayshore Specialty Rx
Tiana DiMichele, Director, Marketing & Communications, Acerus Pharma
Manny Papadimitropoulos, Director, Outcomes Research, Emerging Markets, Eli Lilly

TRACK B

Data Management and Making Sense of It All: Challenges of How to Gather, Interpret, Integrate and Leverage All the Resources Available to Your Team

Farah Jivraj, Lead, Real World Evidence and Health Economics, Takeda Canada
Ramesh Rajasingham, Senior Manager, Business Intelligence, Baxter
Rod Tarajos, MA, MBA, Director, Commercial Excellence, Baxter Corporation

Evening Socializing & Networking Reception in Exhibition Hall!

Registration & Networking Breakfast in Exhibition Hall

Deep Dive Round Table Discussions

(Led by an expert at each round table placed throughout conference area.)
TRACK A
Real World Evidence and Primary Care – How Will They Drive Pharmaceutical Market Activity in the Coming Years?
Anthony D’Urzo, MD, MSc, Director, The Primary Care Lung Clinic, Toronto
Kathryn Deuchars, Ph.D., Director, Ontario Personalized Medicine Network and Senior Manager, Business Development and Research, Ontario Genomics
Michael Duong, Director, Medical Affairs - Evidence Generation, Hoffmann-La Roche
TRACK B
How Best to Evaluate Health Economic Benefit Within Our Health Systems
Scott Strong, Senior Product Manager - Multiple Sclerosis, Genzyme

Networking & Refreshments in Exhibition Hall

PARTICIPANTS MAY CHOOSE 1 OF 2 CONCURRENT TRACKS

TRACK A

The Power of Storytelling

Mélanie Deslauriers, Regional Business Manager Quebec/Ontario ADHD, Janssen Inc.

TRACK B

A Breakthrough Cure for Positioning Testing

Deborah Wong, Market Research Manager, AstraZeneca Canada
Emily McCue, Research Manager & Analyst, Protobrand

Brand positioning is the most important element to brand strategy.

This internal document is what propels the brand in customer’s minds and lives through messaging and other marketing vehicles. Getting it right is tricky. The methodology presented here allows brand teams to test of a number of critical inputs to ensuring that the brand is positioned optimally, against the competitive set and has an ownable space in the customer’s minds. The answer to addressing this is to leverage metaphors and brand stories and through a series of diagnostics, allow the brand teams to course correct and adjust language that will resonate with customers.

Networking Luncheon

Announcement of Raffle Prize Winners

Consolidating Patient Research into an Online Community

Bogdan Dragut, Vice President, NA Health, Ipsos Healthcare

Due to budget limitations, many pharma companies in Canada have gradually shifted their market research budgets to physician studies.

In spite of this reality, over the past year we have noticed many head offices assign patient-centric mandates to their Canadian divisions.

One way to create economies of scale is to consolidate patient research budgets for multiple brands into one overarching methodology: a market research online community (MROC) with patients.

MROCs offer a variety of advantages, and can be tailored according to marketing needs. Joins us to find out more about Ipsos MROCs for Healthcare!

Earlier this year, Ipsos and Merck won the GOLD David Ogilvy Award for Innovation in Advertising Research for integrating iterative market research insights into advertising by leveraging “A Clear Exchange”, our MROC with severe allergy sufferers.

Last Burning Questions from Attendees, Then Summary & Key Takeaways

Kristian Gravelle, Director- Insights, AstraZeneca
David Scowcroft, Senior Vice President, Ipsos Healthcare Canada
Rod Tarajos, MA, MBA, Director, Commercial Excellence, Baxter Corporation

Conference Concludes