The Programme

Rafaat Rahmani
Founder and President LIFESCIENCE DYNAMICS

Understanding and measuring pharma markets

• How to gain strategic insights into pharma trends
• Understanding changes in corporations and portfolio dynamics
• Forecasting pharma markets: planning at the segment level

Demonstrating how market research can shape and influence business decisions

• Critically analysing the marketing research function
• Exploring the full potential of the process
• Establishing an effective marketing research strategy
• Facilitating business decisions through marketing research

Best practice approaches in small to medium-sized pharmaceutical companies – how market research can add value to your organisation

• Understanding the challenges faced by small to medium-sized pharma companies
• Analysing the effect of market research
• Identifying best practice techniques

Reducing inaccuracies in market research methods

• Highlighting mistakes in market research
• Error minimisation in research design
• Getting more valid and reliable results in market research

Healthcare attitudes among the general public

• Highlighting some of the key attitudes and perceptions towards healthcare
• Analysing the changing perceptions
• Evaluating approaches to understanding attitudes among the general public
• Assessing market research approaches

Case study: market opportunities with positioning, market access, pricing and reimbursement strategies

• Describing the US and European market landscapes for moderate to severe psoriasis
• Treatment algorithms and patient characterisation
• Recommendations of viable price ranges for launching products in different markets
• Launch sequences that maximise ROI and take into account parallel trade
• Assessing the potential for entering the psoriasis market in the US and Europe
• Providing three product forecasts and forecast models to simulate different pricing, discounts and launch sequences

Reviewing drug prescription throughout the industry

• Outlining the different parties involved in prescriptions
• Assessing how prescription choices are made
• Developing effective market research methods targeting prescribers

‘Drug companion diagnostics’ and their influence as a new factor in market research

• The growing importance of DNA determination in drug development
• Polymorphisms of drug metabolising enzymes
• How to estimate and cope with the potential influence on sales numbers
• How to cooperate with the diagnostics industry

Delegates will be able to attend three one-hour roundtable discussion groups from a selection of key topics. An industry expert will facilitate each session, ensuring an exchange of opinions and ideas related to an aspect of pharmaceutical market research.

1. Discussing innovative technologies in market research

2. Using market research data in the development of new products

Konstantin Andreyev Director of Business Intelligence
JANSSEN-CILAG

3. Facilitating strategic plan forecasting through market research

The future customer: product management and customer relationship management (CRM)

• Analysis of current and future CRM and business processes in the European healthcare industry
• Closed loop customer management: the link between analytical, operative and cooperative CRM with reference to the CRM Competence Centre of the University St. Gallen, Switzerland
• Practical experiences: performance measurement and state-of-the-art tools for product management

Analysing current market forces and future trends in market research

• Outlining the existing market forces in pharma
• Exploring the direction in which the market is heading using scenario envisioning
• Simulation-based market and competitor response modelling
• Comparing performance of advanced product diffusion modelling techniques

Leveraging market research for strategic plan forecasting

• Finding a common denominator for forecast drivers in multiple markets
• Estimating market growth and factoring in forecasts for competitors
• Best ways of collaborating between local and regional teams

Forecasting the market impact of small modifications to a pharmaceutical product

• Not every launch is a breakthrough
• Spontaneous perception of the modification (new package)
• Handling of the new package
• Main advantages compared to other packages
• Current prescription patterns of the relevant market
• Expected future prescription patterns and the change in market share after launch