Niels Schillewaert, Insites Consulting, Belgium
Social Media Netnography

This paper will explore how social media content can serve market research and the healthcare industry. Through a real-life case about ageing, the paper throws light on how elderly and caregivers experience living with several health problems associated with ageing, such as dementia, sleeping problems, decreased mobility, heart failure, anxiety and depression and how social media can enhance our understanding of these patients.


Henry Gazay, Medimix and Alex de Carvalho, University of
Miami, USA

Will Market Researchers be the Neanderthals
of Homo Marketingus?

This paper will explore the role of social and professional networking sites across the globe amongst medical professionals and will show how global patterns and specific regional variances will help pharmaceutical companies better focus their e-marketing strategies. So, if you want to learn what skills market researchers need to avoid becoming the Neanderthals of Homo Marketingus, this paper will provide the answers


Tracey Brader & Carolyn Chamberlain, Directors, Praxis Research & Consulting

Age old vs New age techniques
(or when to embrace the thrill of the new and when to ‘stick to the knitting’)

Using a court room style approach, this paper will put techniques 'on trial'. It will (in a controversial and thought provoking way), capture, challenge and crystallize the role, use and contribution of 'new age techniques' (such as NLP and semiotics) vs older, more traditional, tried and tested techniques in the world of international pharmaceutical market research


Kathryn Jones, Kariad Partners, USA and Marion Wyncoll, Themis, UK

Directionally Right..or Precisely Wrong?
Harvesting and linking the best novel data sources for real
market insight.

This paper builds on the premise that for many biotech/specialists market launches, traditional audits often do not provide enough information and budgetary restrictions mean that there is no longer the option to conduct large studies. We all know that there is a huge amount of information available in the public domain but can we obtain useful information for free and can it help make decisions when integrated with other sources? This paper will reveal all.


Sanjay K. Rao, Ph.D. Vice President, CRA Life Sciences, USA

Enabling bio/pharmaceutical pricing strategies by integration across customers & constructs

With a slowdown in growth for global biopharmaceutical industry predicted over the next 3 years, there has never been such an important time to find the optimal pricing for a drug throughout its lifecycle. This paper shows how an integrated, marketing research driven approach to developing and managing a pricing strategy can help achieve the optimal pricing for drugs, using practical examples derived from real life scenarios


Dr Matthew Fraser,

The Social Media Challenge for Pharma and Healthcare

Matthew eloquently argues that we must embrace this new web technology. We are not in a position to stick our head in the sand on this; revenues are dropping and patents expiring which means there is less money to go into R&D. In a highly regulated, scientific and almost
secretive industry such as pharma it is perhaps not surprising
that we have approached Web 2.0 with caution but we need to
change our attitude and see how we can harness the opportunity
and benefit from it.


Richard Vanderveer, CEO, GfK Healthcare

Health Care Marketing Research In The Future: Far From Business
As Usual

This paper is provocative and challenging. It will demonstrate that all of healthcare, not just drug development, public insurance etc, will need to be totally rethought if healthcare delivery is to continue at its present rate - let alone improve. Changes will need to be disruptive rather than evolutionary and the results will certainly not be 'business as usual'


Stephen Godwin, Synovate Healthcare

Dumb it down at your peril: Giving up face to face means ‘Marketing by Numbers’.

Is There A Future In Face To Face Interviewing

This paper will challenge and provoke discussion about the role and value of high tech approaches in today's market research environment. Whilst the paper is not aimed at taking sides, its real goal is to make researchers aware of many different ways that research can be conducted and to show that while high tech approaches can be more cost effective and faster, there are - and continue to be - situations and challenges where face to face interviewing cannot be bettered


Julie Curphey & Marianne Fletcher, Pfizer

It's Life Jim But Not As We Know It

Can the pharmaceutical industry and agencies wake up to the challenges ahead? This paper lays down the gauntlet to the industry, putting forward the premise that if agencies do not continue to develop innovative and customer centric approaches, then market research runs the risk of being ticked out of the Boardroom. It's do or die!


Koenraad Dierick, suAzio Consulting

Assessing the Value of Knowing for Reimbursement Bodies

This paper described the ‘Value of Knowing’ that a patient suffers
from a particular pathology and hence, for GE Healthcare, the
value of the product that can provide that knowledge. The
product in question is Ioflupane I 123, a radiopharmaceutical
that can be used to help differentiate essential tremor from
Parkinsonian syndromes.


Nigel Griffiths Et Al Insight Research

Seeing Is Not Believing Eyetracking In Comms Research

Eye-tracking is back in the news but can it really deliver in communications research? This paper explores the pros and cons of this technique, using a case study with UK PCPs and shows where eye-tracking has a place in communications research and how to use it effectively alongside conventional qualitative techniques


Ludwig Prange, Berlin Chemie and Markus Schoene, YouGovPsychonomics AG, Germany

The Importance Of Health Insurances As A Target Group For Pharma Industry

Key Messages and Outlook:
- Health Insurances are becoming increasingly important as a target group for pharmaceutical companies
- The company researchers need to take this development into account for providing their internal customers with the relevant information and consulting
- Due to the complexity of the subjects and the specific features of the target group, there are special requirements of the research companies and the methods to be used


Dr Matthew Fraser,

The Social Media Challenge for Pharma and Healthcare

Matthew eloquently argues that we must embrace this new web technology. We are not in a position to stick our head in the sand on this; revenues are dropping and patents expiring which means there is less money to go into R&D. In a highly regulated, scientific and almost
secretive industry such as pharma it is perhaps not surprising
that we have approached Web 2.0 with caution but we need to
change our attitude and see how we can harness the opportunity
and benefit from it.


Willy Hoos, Philips Respironics and Jordan Bayless, Optimal Strategix, USA

Understanding Customer Needs: Identifying the Right Customers
in a Changing Market

This paper shows the challenges faced and the solutions used to develop an effective launch strategy for a new device. Based on a real case study, the paper will show how unique approaches and advanced market research methodology allowed the launch team to understand all the different stakeholders in the value chain and how they took a customer focused view to developing a detailed strategic and tactical launch plan


Steven Thomson, Ipsos CPG and Sarah Phillips, Ipsos Health

United Breaks Guitars - The Rise of the prosumer

This paper investigates the fascinating concept of the 'prosumer' in the context of healthcare; how physicians deal with these patients and how the pharmaceutical industry should support the physician in the face of these patients. Using novel research techniques with both physicians and patients in 2 EU markets, this paper promises to be a real insight into the psychology of this important patient group.


Anna Williams and Neil Rees, Hall & Partners

What Is The Digital Revolution

Anna and Neil presented a provoking paper which explored the role of digital research in market research. The question they posed is whether it would revolutionise the way we do research, or is it just another tool we will use. They presented this as a ‘fight’ between face-to-face
and digital research and let the audience decide the outcome.