Dr David Pearmain, Holden Pearmain, UK

Approaching Pharma Research From A Consumer Research Perspective

David gave a very thought provoking paper on the subject
of approaching pharmaceutical research from a consumer
perspective. His approach was to join together the two sides of
research; for those based on the consumer side, pharmaceuticals
can be daunting with their complex and specialist products, while
for pharmaceutical researchers, the consumer world can seem
to be doing the more exciting and liberating type of research.
David’s hypothesis was that there are tried and tested methods
which have their origins in consumer research which have
migrated successfully into pharmaceuticals. David was very
well placed to make these links as his career spans many
different sectors


Janet Winkler, in-sync, Canada

The Great Leap Forward - How Being Human Centric Can Revolutionalize Pharma Marketing

Using a “before and after” video illustration, Janet explained
how a static sales picture for the consumer hair-care product
“Suave” was dramatically changed to a growth trajectory by its
repositioning. This was achieved through delving much deeper
than ever before into the attitudes and motivation of consumers.
It was necessary Janet said to “expand ones research methods to
unleash fresh human insight.” In the case of Suave, we saw
clearly how aiming the brand at providing a solution to the busy
lives of mothers; enabling them to enhance their self esteem by
providing a simple solution to help them look and feel better while
still coping with the pressures of life, significantly altered brand
perceptions. This was in sharp contrast to the earlier focus aiming
to provide a cost effective solution to hair-care!


Marc Yates, The Research Partnership, Singapore

Research as an agent of change in pharmerging Asia

In this paper Marc Yates, Managing Director of The Research
Partnership Asia set out how market research data can gain
maximum credibility amongst the medical community and
therefore be used to bridge information gaps. Marc has been
working for 12 years as a market researcher in Asia and therefore
has seen this region evolving - enough time to think about
revolutionary ideas.


Dr Shayal Chhibber PDD Group
Patient Centered Innovation In Medical Device Design

In his presentation Shayal said that design has traditionally been
involved in the development of functional and usable medical
devices and that it also sometimes employed human sciences
research methods to get deeper insights into more subjective
aspects of human behaviour to drive more relevant and
optimised design.


Johanna Shapira, Ipsos Health Division, UK
The Patient Connection - Ethnography 101: getting the most out of patient ethnographic research

This presentation by Johanna provided a dynamic and insightful
look at the role of Ethnographic research with patients and how
this type of research can really add value to Pharmaceutical
companies.


Eva Kulla - SKIM Healthcare, The Netherlands
Situational simulation - will Formulary Committee Members play the game?

Eva Kulla’s paper provided a real insight into both the
increasing importance of Formulary Committee Members to the
Pharmaceutical industry in developing cohesive strategies for their
products but also practical insights into how to conduct market
research with these important stakeholders.


Walt Harris, Genzyme Corporation, USA
Supporting Patients With Orphan Diseases

In his paper, Walt Harris of Genzyme highlights an approach that
successfully used a qualitative, web based approach to prepare
for the enhancement of a patient support program for Gaucher &
Fabry diseases.


Josh Rossol, Ziment

Think About Which Scale You Use

In his presentation Josh used the analogy of blind men feeling and mis-interpreting different parts of an elephant’s body, to illustrate that people are subjective, and will understand and describe the same situation differently.

- We all know that respondents from different nations can see things differently.
- We also know that they can report things differently.
- We should take care not to allow this to negatively affect the data we collect, nor the important decisions that we make based on these data.


Trevor Acreman, Millward Brown, UK

Top 10 Best Kept Secrets Of Consumer Marketing

To illustrate how consumer marketing learning can help build
stronger brands, Trevor asked us to look at a possible future
case history where we have jumped ahead to the year 2020 and
are looking back on a successful pharmaceutical brand since its
launch in 2010 - how was it successfully launched, how did we
keep it growing successfully and how did it cope with various
problems through the lifecycle?

In summary, brands and brand building activity is what consumer
marketers have used and are increasingly using to differentiate in
undifferentiated markets and command higher prices. Marketing
must be seen as an investment not a cost. By building long
term brand loyalty via strong brand equity you increase growth
potential, reduce long term risk, maximise long term profits and
maximise return to shareholders.


Trevor Acreman, Millward Brown, UK

Top 10 Best Kept Secrets Of Consumer Marketing

To illustrate how consumer marketing learning can help build
stronger brands, Trevor asked us to look at a possible future
case history where we have jumped ahead to the year 2020 and
are looking back on a successful pharmaceutical brand since its
launch in 2010 - how was it successfully launched, how did we
keep it growing successfully and how did it cope with various
problems through the lifecycle?

In summary, brands and brand building activity is what consumer
marketers have used and are increasingly using to differentiate in
undifferentiated markets and command higher prices. Marketing
must be seen as an investment not a cost. By building long
term brand loyalty via strong brand equity you increase growth
potential, reduce long term risk, maximise long term profits and
maximise return to shareholders.


Linda Grosjean, F.Hoffmann-La Roche Ltd, Switzerland and
Orlando Wood, Brainjuicer, UK

When Breakthrough Innovation Comes From Where You Least Expected It

The presentation was extremely impactful, challenging,
controversial as well as compelling. It was not surprising therefore
to later hear that it was judged the second best paper of a highly
praised conference full of excellent content.