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Table of Contentspage(s)Welcome 4Helpful Information 5Video Taping Notice 5PRC Credit Information 5The Archives Information 6PMRG Meetings & More Advertisement Opportunity 6PMRG Webinars 7Champions Challenge 8New Member & First Time Attendee Activities 8Join a Committee 9PMRG Leadership 10PMRG Committee Members 11Job Bank & Twitter Information 122013 Annual National Conference Details 12Conference Daily Agenda 15-16Government Affairs Resources 17Conference Sponsors 18-19Media Resource Center Information 20Session / Poster Abstracts and Speaker Biographies 23-57PMRG Organizational Forum 352013 Director-at-Large Candidate Information 36-37Antitrust Guidelines 58Your opinion is vital! Check your email foryour link or scan this code with your smart phoneto submit your session surveys.Your 3-digit ID is printed on your name badge.Surveys sponsored byComplete our conference and session surveys and be entered for a chance towin one of three $50 gift cards. The more surveys you complete, the morechances you have to win!3

WELCOMEDear Friends and Colleagues,Welcome to The Sixth Annual Meeting of The PMRG Institute.The theme for this year’s Institute is Getting Ahead of the Curve - Advancingthe Marketing Researcher - a fitting theme given the continued shifts,challenges and opportunities facing our industry.This year’s Institute is focused on making YOU more relevant to yourorganization by focusing on the latest collaboration, presentation and criticalthinking skills, and advancing the market researcher into a more consultativerole.Our goal is that the valuable insights and knowledge you glean from this year’sInstitute will help you work smarter, not harder, enabling you to increase yourinfluence and value within your teams and company, and with otherstakeholders. We also hope that what you’ll learn here will provide you withlong-lasting benefits and help you stay ahead of the curve.As always, you can count on PMRG to deliver the highest-caliber keynotespeakers, panel discussions, sales-pitch-free presentations (assured throughour review process) and purposeful networking opportunities throughout theconference,Last, don’t miss Monday evening’s annual awards dinner when we’ll celebratethe remarkable few who inspire us with their professionalism, their impact andtheir dedication to healthcare marketing research. We also hope to see you atthe hospitality event that will follow it for some great conversation and fun!The PMRG Education CommitteeDon’t miss a beat - Join us on:4

Helpful Information• Please direct any questions to Jennifer or Andrea at the PMRG HospitalityDesk located in the Liberty Ballroom Foyer on the Ballroom Level.• Your name badge is required for admittance to all meals and sessions.• If you have dietary restrictions, please notify a member of the PMRG Staff.• Presentations & posters will be available to view or download fromwww.pmrg.org within two weeks after the conference. Use our onlinesearchable resource library—THE ARCHIVES—to access presentationsand webinars.• Be sure to confirm your attendance at Monday night’s Award Dinner at thehospitality desk.• An internet and charging station is available Sunday through Tuesdaynear the hospitality desk.• As a courtesy to speakers and fellow attendees, please silence yourmobile devices and refrain from checking email in session rooms.• We expect all attendees to uphold standards of professional etiquette.Please notify the hospitality desk if you encounter instances not alignedwith PMRG’s code of conduct.NOTICE: Video Taping of SessionsIt is possible that one or more speakers’ presentations will be video recordedfor future playback. When you registered for this meeting, you acknowledgedthis notice. If your image or voice is recorded, you gave PMRG permission touse it for PMRG’s organizational purposes. PMRG will not sell orcommercialize any such recording. In the event you cannot agree to berecorded, please see a PMRG staff member immediately. Space is availableat the back of the room where the participants’ faces will not be seen by anycameras.To access archived sessions, visit our website at www.pmrg.org.PRC CreditSessions at this conference are eligible for PRC credit. Please see thehospitality desk for an attendance form and submit to MRA directly for sessioncredit.More information about PRC is available at www.mra-net.org. An onsiterepresentative from MRA is not available.5

MEETINGS & MORE (“M&M”) features the latest insights, trends,technologies and regulations impacting the healthcare marketingresearch community.Become a thought leader in this next edition by providing your reactionon session content. Look for our writer, Jennifer Tafe, at our interviewstation at these locations after each session:General Sessions: Liberty Ballroom Foyer, Ballroom LevelMonday Breakouts: Independence Ballroom Foyer, Mezzanine LevelTuesday Breakouts: Liberty Ballroom Foyer, Ballroom LevelAd space is still available for the next edition delivered in December.Contact Rochelle Cinque Scott at rochelle@pmrg.org or 856-438-6603or visit www.pmrg.org for details.6

Bring the Training You Need Right to Your DeskYou always have somewhere to turn for your career development. Registrationfor the winter series on Global Market Research listed below is available now atwww.pmrg.org.Nov 7The World in 5 Segments – From Undeveloped to Highly Developed,Opportunity May Be Where You Least Expect ItJeremy Pincus, Ph.D., & Amit Ghosh, Forbes ConsultingThis webinar will provide a complete understanding of the global marketplaceto aid in making more informed business decisions and refining businessopportunities. Using current statistics from the World Health Organization, theWorld Bank and the Economist Intelligence Unit, Forbes Consulting Group hascategorized 182 countries into 5 segments of distinct healthcare patterns. Wewill focus on the highlights of this segmentation exercise by looking at wherecountries fall in relation to one another and why, as well as provide an in-depthlook at a few key countries.Dec 5Challenges and Lessons Learned from Global Online QualitativeResearchHannah Baker Hitzhusen, Daisy Lau, Mario Coelho,Deborah Corfield, Christine Huebner, SKIMAttend this webinar to understand the benefits and boons, and the perils andpitfalls, of conducting online global qualitative research studies using a recent10-country project as a case study. Moderators of the Chinese, Brazilian, USand German boards will describe issues that were important for each country,and we will present a summary analysis comparing and contrasting thechallenges and learnings across all ten countries.Complimentary access to PMRG live and on-demand webinars is amember-only benefit. Most sessions are eligible for PRC credit.Did you miss the summer webinar series on Social Media?Current members have FREE on-demand access to this four-part series andmany other webinars and past conference recorded presentations viaTHE ARCHIVES at www.pmrg.org.7

PMRG Members are Champions!Why do I have a blue ribbon on my badge?You have referred a member through the Champions Challenge.Thank you for your continued support.Our PMRG Champions are the reason PMRG's membership is growing bydouble digits. While we know our members understand the value of PMRGmembership, we want to encourage you to “spread the word!”Therefore, we invite you to participate in our Champions Challengemembership campaign by encouraging a colleague, client or friend to joinPMRG. The more referrals, the more chances you have to be chosen inour gift card drawing.Congratulations & Thank You to our Spring 2012 Champions!Paul Gorman, Merck & Co., Inc. — Top Recruiter — $100Andrea Schrager, Consumer Centers of NY & NJ — $75Susan Grace-Velarde, Forest Laboratories, Inc. — $50Derek Jones, AstraZeneca — $25Jay White, Baltimore Research — $25Linda Harrell, Daiichi Sankyo — $25The next set of 2012 Champions will be recognized at thePMRG Organizational Forum, Tuesday, October 16 at 10:15amand in the next edition of PMRG’s Meetings & More.Visit www.pmrg.org for more information on this program.Are You a New Member orFirst-time Attendee?Join our Membership Committee during lunch on Monday at tablesreserved especially to welcome you into our community.8

Join a CommitteeMake Connections and Be Part of theEvolution of Healthcare Marketing ResearchOne key to surviving in today’s changing environment is to get involved insomething outside your own organization. PMRG has grown to includemany sub-committees and task forces, including Medical Device &Diagnostic representation. Member volunteers find the right opportunity,requiring minimal time investment, while building essential skills inleadership, planning, networking and public speaking.Education - Committee provides educational content and programs relevantto PMRG membership and consistent with the organization’s vision andmission, to include programming for the Annual Meeting of The PMRGInstitute, annual networking events, year-round webinars and academiaoutreach. The Education Committee is expected to create a range ofeducational products, services and resources by partnering with fellowcommittees and establishing cooperative relationships with like-mindedorganizations.Government Affairs (GA) - Committee is to serve as a permanent volunteeraddition to PMRG that proactively monitors and assesses evolving stateand federal government policy initiatives that are of relevance tothe healthcare marketing research profession. In addition, the committeewill, when appropriate, advocate on behalf of PMRG membership withrelevant policy officials.Membership - Committee establishes, maintains and increases a diverseand professional community of members. The Membership Committee iscalled on to expand membership, maximize member involvement, maintainpersistency of membership, gather member feedback, and ensure deliveryof value-added offerings.Program - The Program Committee is tasked with delivering cutting-edgeinformation and networking opportunities by providing interactive andcompelling content and programming for the Annual National Conference.Contact Stephanie Reynders at stephanie@pmrg.orgor 352-243-8585 to find the right opportunity for you!9

PMRG Executive CommitteeMike KellyPMRG PresidentKantar HealthJeff KozloffPMRG TreasurerVerilogueElizabeth JeffordsPMRG Vice PresidentGenentechJulie StonelakePMRG SecretaryAdalor CorporationStephanie ReyndersPMRG Executive DirectorPMRG Board of DirectorsPMRG LeadershipColleen FoleyPMRG Chairman of the BoardAbbott LaboratoriesMichele FullerPMRG Director-at-LargeAlcon, a Novartis CompanyDean KamerosPMRG Director-at-LargeNovartis PharmaceuticalsAmber Leila EscoPMRG Director-at-LargeAll GlobalStephanie FoyePMRG Director-at-LargemarketRx, a Cognizant Co.Be sure to attend the PMRG Organizational Update on Tuesdayto cast your vote for the 2012 PMRG Directors.PMRG Committee Chairs & StaffRob FaulstichEducation CommitteeDaiichi SankyoEllen GregoryMembership CommitteePMRG ConsultantHeidi BoyleDirector of EventsTed FelixProgram CommitteeSciMedica GroupBill LittleGovernment Affairs CommitteeDelta Marketing DynamicsRochelle Cinque-ScottDirector of Membership & Mktg.Andrea BennettRegistration Manager10Mike SlotznickLegal Counsel

PMRG Thanks Our Committee Membersfor Their Invaluable ContributionsJeff Adler, Centrac DC Mtkg ResearchPaul Allen, Olson Research Group, Inc.Partha Anbil, IBMElizabeth Anderson, HealthpointScott Baker, Adept Consumer TestingBen Banahan, University of MississippiChristine Bender, NovartisBetsy Benning, AmylinErica Bergstrom,Erica Bergstrom & PartnersDebbie Bertram, Bertram GroupTerri Boyd, Johnson & JohnsonBrian Cain, MerckJeff Chase, HRABrian Corvino, PharmastratLaura Cusumano,Integrated Marketing AssociatesBrad Davidson, OgilvyDavid Day, FocusVisionVrinda Deval, Empower ResearchTom Draime, Insight HealthCamm Epstein, Epstein + AssociatesResearchAmber Esco, All GlobalKate Fagles, MerckRobert Faulstich, Daiichi SankyoDaniel Feldman, Colligation LLCTed Felix, SciMedicaSimon Fitall, Galileo AnalyticsFrank Forney, Cint USALisa Fox, HRABill Friedrich, M3 Global ResearchKendall Gay, MarketVision ResearchZhanna Gorin, AbbottEllen Gregory, ConsultantSue Grosso, CegedimLinda Harrell, Daiichi SankyoRob Haynes, MerckJohn Jaeger, PharmaStrat, LLCLee Jarm, Health DialogRobert Kaminsky, MedSpanLisa Kantrowitz, HealogixMike Kelly, Kantar HealthJim Kirk, QuintilesPam Koenig, M/A/R/C ResearchBob Leitman, TolunaCarla LewandowskiBill Little, Delta Marketing DynamicsJoan Lorgus,BuzzBack Market ResearchKate Marino, SunovionPharmaceuticalsTara Marotti, BurkeKimberly Murphy,Delta Marketing DynamicsTim O'Rourke, HealogixMonika Orr, FocusVision WorldwideHank Parish , Doctor DirectoryPatricia Phillips, Daiichi SankyoJeremy Pincus, Forbes ConsultingMarisa Pope, Jackson AssociatesCarrie Quinn, BioVidSandy Ramalingam, MerckMelody Rappaport, ConsultantKathy Relias, Radius Global MarketResearchLynn Ricker, KnowvantaJanice RobinsonAlison Rose-Ped, Empirica, Inc.Tammy Ryerson, SegmedicaAndrea Schrager, Consumer CenterGary Schwebach, G&S ResearchDonna Simpson, SegmedicaPeter Simpson, SegmedicaMike SlotznickBill Salokar,BuzzBack Market ResearchPatrick Smale, AlconPolly Speros, EpocratesBill Susanj, NavigantMeena Vairavan, AbbottErin Vonderheide, G & S Research11PMRG Committee Members

Join the Conversation #PMRGInst12Grow your network, access unlimited information and increase yourbrand awareness by becoming a part of the Twitter online socialnetwork. PMRG can help you get started.Follow PMRG @PMRGroup Tweet about HCMR Hot Topics #PMRG________________________________________________________Need a Job? Looking for a Great Candidate?Visit PMRG’s Job Bank at www.pmrg.org to post available jobs or researchnew opportunities - one of the many resources available to PMRG members.Recent posting include openings at Abbott Laboratories, Guidepoint Global,Sunovion Pharmaceuticals and Xcenda.________________________________________________________Evolve and Thrive - The New World of theHealthcare Market ResearcherJoin us for the 2013 ANC at the Gaylord National Harborjust outside Washington, D.C., March 10-12, 2013The 2013 ANC will focus on the intrinsic value that anevolved healthcare marketing researcher must bring to today’sglobal brands and organization - not only to be successful in today’schallenging environment - but to thrive in it.Keynote speakers include Mark McClellan, M.D., Uwe Reinhardt, Ph.D.,Hank Kucheman, CEO of Boston Scientific and Andrew Abela, Ph.D.Interested in presenting? Call for presenters is posted now at www.pmrg.org.Submissions are due November 9, 2012.New in 2013 … extended exhibit fair hours allowing you more time to make newconnections and strengthen existing partnerships.Sponsorships support PMRG and offer a powerful advertising vehicle.Conference registration, exhibit fair packages and sponsorship optionsavailable on October 15 at www.pmrg.org.12

Sunday, October 14, 20124 – 7 Registration, Liberty Ballroom Foyer, Ballroom Level6 –7:30 Welcome Cocktail Reception, Liberty Ballroom Foyer, Ballroom LevelMonday, October 15, 20128 –9:30Registration, Liberty Ballroom Foyer, Ballroom Level7 – 5 Hospitality Desk, Liberty Foyer8 –9:15Breakfast, Liberty Ballroom C, Ballroom Level9:15 –10:30Welcome, Liberty Ballroom A, Ballroom LevelBeyond the Blah-Blah-Blah: What To Do When Words Don’t WorkDan Roam, Best-Selling Author and Founder of Digital Roam Inc.10:30– 11 Coffee Break, Liberty Ballroom Foyer, Ballroom Level11–1212 – 2Catalysts for Innovation Collaboration: How Teams Can Work Together to Create an 'Out ofthe Box' MR Environment - Panel Discussion, Liberty Ballroom A, Ballroom LevelModerator: Jim Kirk, Quintiles Market Intelligencewith Distinguished Panelists: Lisa Courtade, Merck & Co., Mark Strong, VertexPharmaceuticals, Charu Chaturvedi, Affinnova Life Sciences & Tim O’Rourke, HealogixLunch & Poster Session, Liberty Ballroom C, Ballroom Levelwith Voting for Best Poster, Winner Announced at Awards DinnerNew Members and 1 st Time Attendees Join the Membership Committee at Reserved TablesThe Leapfrog Effect: Using Lessonsfrom Consumer Packaged Goods toElevate Pharmaceutical Success,a Case StudyErik Overby & Sasanka Atapattu,Affinnova Life SciencesUnderstanding Patient & PhysicianPerspectives Around Type 2DiabetesCarol Fitzgerald, BuzzBackChanging the Habits of the PeopleYou TargetKen Rawlings & Tim O’Rourke,HealogixThinking Longitudinally: Adding theFourth Dimension to Your ResearchAmod S. Athavale,Benjamin F. Banahan, Ph.D.,University of Mississippi2 – 3Session, IndependenceBlrm A, Mezz LevelEthnography - It's Broaderthan You ThinkPeter Simpson & DonnaSimpson, Segmedica, Inc.Poster SessionsDiagnosing and Controlling CostlySample Bias: A Gold-Standard CaseHistoryBrent Schwartz, Allergan,Jack R. Gallagher, Ed.D., &Kylee Heap,Clarity Pharma ResearchPersistency and Compliance: WhyYour Numbers May Be WrongDaniel J. Feldman, Ph.D.,Colligation LLC & Lisa Rendina &Shawn Yoder, IMS HealthUnderstanding and InterpretingLanguage – the Key to EverythingDonna Simpson, Segmedica, Inc.Managing Market Response to Foodand Drug Administration’s SafetyWarningsHafiz Oko-osi,Benjamin F. Banahan, Ph.D.,University of MississippiSession, Independence Blrm C,Mezz LevelThe Value of Interactive Probingin Online ResearchTim Hoskins & NicholeClinkinbeard, Quester15Streamlining Adverse EventReporting in Research withPatient RecordsCarter Smith & Aarti Shah,BioVid CorporationA Day in the Life of OncologyNursesCaroline Volpe, Genactis, Inc.Session, Freedom Blrm E,Mezz LevelThe Use of a SingleQuantitative Study to InformMultiple Development andCommercialization IssuesDeni Deasy Boekell,Roger Green & Associates &Matt Jenkins, ShirePharmaceuticals

Monday, October 15, 2012, continued.3 –3:30 Coffee Break, Independence Ballroom Foyer, Mezzanine LevelSession, Independence Session, Independence Blrm A, Session, Independence BlrmBlrm A, Mezz LevelMezz LevelC, Mezz LevelUsing Nonparametric Listen to Ask: Engineering a “All Source” Analysis: EvolutionStatistics to Drive Greater Successful Pharmaceutical in Pharmaceutical MarketInsights from Qualitative Brand Launch with SocialResearchDataMedia and Surveys3:30 –Gary Schwebach, G & S4:30 Thompson Parker, Shailey Parekh, Pharm.D.,Research, Inc.Qessential Medical Market Vertex Pharmaceuticals, DavidResearchSpears, Hall and PartnersHealth & Zachary Nippert,MotiveQuest5 – 6 Cocktail Reception, Liberty Ballroom Foyer, Ballroom Level6 – 8 Awards Dinner, Liberty Ballroom A, Ballroom Level8 – 11Jersey & Jeans Tailgate Party, Horizons Rooftop Ballroom, Hosted by WorldOne(Floor “R” via hotel elevator)Tuesday, October 16, 20127 – 5 Hospitality Desk, Liberty Foyer7:45 –8:45Manufacturer-only Networking Breakfast, Salon 4, Mezzanine Level7:45 –8:45 Breakfast, Liberty Ballroom C, Ballroom Level9 –10:1510:15– 11Welcome, Liberty Ballroom A, Ballroom LevelResearch Transformation – From Idea to RealityIan Lewis, Partner and Director of the Research Impact Consulting Practice for CambiarPMRG Organization Forum – Listen, Learn, Speak Out, Liberty Ballroom A, Ballroom LevelCast Your Vote for the PMRG 2013 Directors,2013 ANC AnnouncementSession will be available for on-demand playback via www.pmrg.org.11 –11:30 Coffee Break, Liberty Ballroom Foyer, Ballroom Level11:30–12:30Session, Independence BlrmA, Mezz LevelHappiness, Incorporated:Using Facial Coding to Ensurea Positioning Concept That'sBoth On-Message and On-EmotionDan Hill, Sensory Logic &Noni MacPherson, MerckSession, Independence BlrmC, Mezz LevelGoing beyond PowerPointReports: There’s an iPad Appfor ThatSriram Subramanian, WhizRxInc. &John D’Alotto, ShirePharmaceuticalsFrom the Corner Office, Liberty Ballroom A, Ballroom LevelLinda Harrell, Daiichi Sanyko, Inc.16Session, Freedom Blrm E,Mezz LevelIgniting EffectivePartnerships and Measuringthe ResultsRobert Kaminsky, MedSpan&Lindsey Thomas,Sagent Pharmaceuticals12:30– 2 Lunch & Poster Session, Liberty Ballroom C, Ballroom Level (sessions listed Monday)2 – 3Session, Independence BlrmA, Mezz LevelLeveraging Secondary Data forEffective ATU PrimaryResearchPartha Anbil, IBM &Ken March, Ph.D., KAMHealthcare Consulting, Inc.Session, Independence BlrmC, Mezz LevelPrediction Markets forPharmaceutical ConceptTestingJohn Barrett, Infosurv, Inc3 –3:30 Coffee Break, Liberty Ballroom Foyer, Mezzanine Level3:30 –4:15Session, Freedom Blrm E,Mezz Level.Leveraging APLD andOther Data Assets toBroaden OrganizationalInfluence(and Impact Share)Cynthia Dilley, UCB

PMRG Government Affairs (GA) ResourcesThe Government Affairs Committee serves as a permanent volunteer committeethat proactively monitors and assesses evolving state and federal governmentpolicy initiatives that are of relevance to the healthcare marketing researchprofession. In addition, the committee will, when appropriate, advocate on behalfof PMRG membership with relevant policy officials.Resources have been developed, and are continually updated, to keep ourcommunity apprised of the most current regulatory issues impacting healthcaremarketing research. PMRG Members may access these easy-to-read documentsvia the Government Affairs tab at www.pmrg.org.For questions about PMRG’s Government Affairs Committee or to learn abouthow you can get involved, contact Stephanie Reynders at stephanie@pmrg.orgor 352-243-8585.________________________________________________________Your opinion is vital!Check your email for your link or scan this code withyour smart phone to submit your session surveys.Your 3-digit ID is printed on your name badge.Surveys sponsored byComplete our conference and session surveys and be entered for a chance towin one of three $50 gift cards. The more surveys you complete, the morechances you have to win!17

PMRG Thanks Our SponsorsPMRG Sponsors18

PMRG Thanks Our SponsorsPMRG Sponsors19

Media Resource CenterTo keep abreast of the latest information, analyses, challenges andopportunities impacting our industry,PMRG has partnered with these resources.The Media Resource Center will be available Sunday through Tuesday inthe Liberty Ballroom foyer for you to learn more about ourMedia and Education Partners:On-demand playback of select sessions will be available viaTHE ARCHIVES at www.pmrg.org, courtesy of:The 2012 PMRG Membership Survey was conducted by:20

Presentation Abstracts & Speaker BiographiesTable of ContentsMonday’s PresentationsPageKeynote Speaker - Dan Roam 24Catalysts for Innovation Collaboration Panel Discussion 25-26Ethnography - It's Broader than You Think 27The Value of Interactive Probing in Online Research 28The Use of a Single Quantitative Study to Inform Multiple Development and 29Commercialization IssuesUsing Nonparametric Statistics to Drive Greater Insights from Qualitative Data 30Listen to Ask: Engineering a Successful Pharmaceutical Brand Launch 31-32with Social Media and Surveys“All Source” Analysis: Evolution in Pharmaceutical Market Research 33Tuesday’s PresentationsPageKeynote Speaker - Ian Lewis 34PMRG Organizational Forum - Listen, Learn, Speak Out & Voting for 2013 Directors 35-37Happiness, Incorporated: Using Facial Coding to Ensure a Positioning Concept 39That's Both On-Message and On-EmotionGoing beyond PowerPoint Reports: There’s an iPad App for That 40Igniting Effective Partnerships and Measuring the Results 41Leveraging Secondary Data for Effective ATU Primary Research 42Leveraging APLD and Other Data Assets to Broaden Organizational Influence 43(and Impact Share)Prediction Markets for Pharmaceutical Concept Testing 44From the Corner Office with Linda Harrell 45Poster Session Presentations (Monday and Tuesday at Lunch)PageThe Leapfrog Effect: Using Lessons from Consumer Packaged Goods to Elevate 46Pharmaceutical SuccessDiagnosing and Controlling Costly Sample Bias: A Gold-Standard Case History 47-48Streamlining Adverse Event Reporting in Research with Patient Records 49Understanding Patient & Physician Perspectives Around Type 2 Diabetes 50Persistency and Compliance: Why Your Numbers May Be Wrong 51-52A Day in the Life of Oncology Nurses 53Changing the Habits of the People You Target 54Understanding and Interpreting Language – the Key to Everything 55Thinking Longitudinally: Adding the Fourth Dimension to Your Research 56Managing Market Response to Food and Drug Administration’s Safety Warnings 5723

Keynote Speaker: Beyond the Blah-Blah-Blah:What To Do When Words Don’t WorkSuggested Audience: Entry/Experienced/AdvancedDan RoamBest-Selling Author of The Back of the Napkin and Unfolding the Napkinand Founder of Digital Roam Inc.Session DescriptionThe Problem: As researchers and analysts, we've got our hands on the datathat everyone needs -- so why isn't everyone listening to us?Perhaps it's because we talk TOO much. Just imagine what would happen ifpeople could literally SEE what we're saying! Powerful as words are, we foolourselves when we think our words alone can describe the complexities oftoday's healthcare landscape. They can't - and that's bad. Words havebecome our default thinking tool.The Solution is "Vivid Thinking" -- and it works for anyone: researchers,analysts, producers, and buyers. In Dan's first acclaimed book, The Back ofthe Napkin, he showed the business world how to solve problems by drawingsimple pictures. Now he introduces an even more powerful tool: VividThinking.Presenter BiographyDan Roam is the author of two international bestsellers. Unfolding the Napkinwas selected as Business Week and Fast Company’s best innovation book ofthe year, and Amazon’s #5 selling business book. The Back of the Napkin hasbeen published in 25 languages. His visual explanation of American healthcare was selected by Business Week as “The World’s Best Presentation of2009.” This inspired the White House Office of Communications to invite Danin for discussions on visual problem solving.Dan is the founder of Digital Roam Inc, a management consulting companythat helps business executives solve complex problems through visualthinking. Through lectures, workshops, books, and hands-on projects withmany of the world’s most influential organizations, Dan as helped teams learnto solve complex problems by relearning how to see.Roam received two degrees at the University of California, Santa Cruz: fine artand biology. This combination of art and science kicked off Dan’s crossdisciplinaryapproach to problem solving. Dan is a licensed pilot, a skill thatdemands constant practice in understanding complex visual informationdisplays. He has applied his business-oriented visual thinking skills whileworking in Switzerland, Russia, Thailand, France, Holland, and the US. Helives in San Francisco.24

Catalysts for Innovation Collaboration: How Teams Can WorkTogether to Create an 'Out of the Box' MR Environment- Panel DiscussionSuggested Audience: Entry/Experienced/AdvancedModerator:Jim KirkVice President & Managing DirectorQuintiles Market Intelligencewww.quintiles.comLisa CortadeExecutive Director, Global MarketResearch & AnalyticsMerck & Co., Inc.www.merck.comwith Distinguished Panelists:Mark StrongDirector, Business Information/Global Market ResearchVertex Pharmaceuticals, Inc.www.vrtx.comCharu ChaturvediSenior Vice PresidentAffinnova Life Scienceswww.affinnova.comTim O'RourkeChief Research OfficerHealogixwww.healogix.comSession DescriptionJoin a lively discussion with industry leaders on collaborating aroundinnovation. This discussion will explore not only why innovation is challenging,but its continued importance in today’s MR environment. Panelists will sharesuccess stories and useful suggestions for how we can collaborate inindividual teams, as organizations, and as an industry for more meaningfulinnovation.The panelists will address such questions as: How can we innovate in thisenvironment? How can we successfully manage risk in innovation? What isthe value of incremental innovation? What is the role of personal innovation?What does successful collaboration around innovation look like?We hope you will leave the discussion energized about possibilities forinnovating within your team and take away valuable ideas on howmanufacturers and suppliers can better work together.Speaker BiographiesJim Kirk served as Vice President & Managing Director of Quintiles MarketIntelligence (formerly Eidetics). Jim has spent 35 years in marketing andmarket research. In addition to his position as Managing Director, he servesas strategic consultant for many of the firm’s major new product launchsupport programs for biopharma clients, both domestically and globally. Jim’sdegrees include a B.A. in biochemical sciences from Harvard, as well as anM.A. from Stanford. He now serves on the Education Committee. Jim receivedthe PMRG President’s Award in 2009.25

Panel Discussion, continuedSpeaker BiographiesLisa Courtade is currently the Executive Director, Global Market Research &Analytics at Merck where she leads the Primary Care, Women's Health andStrategic Portfolio research teams in providing strategic insights to drivebrand, franchise, and customer strategy. A seasoned professional with over 20years of marketing research experience, Lisa's research career has spannedseveral business sectors including healthcare, electronics, chemicals andmunicipal government. Lisa has been an active member and volunteer of theHealthcare Businesswoman’s Association (HBA) for nearly two decades. Shecurrently serves on the Advisory Board for the University of Georgia's Mastersin Marketing Research program and as an Ex Officio Subject Matter Directorfor the Marketing Research Institute International (MRII). Lisa holds a B.A.,summa cum laude, in Business Administration and Marketing from RadfordUniversity in Virginia and a Masters in Marketing Research from the Universityof Georgia.Mark Strong is a nearly 20-year veteran of market research in thepharmaceutical and acute care industries. Mark is currently Director, BusinessInformation & Global Market Research at Vertex Pharmaceuticals, a specialtypharmaceutical company based in Cambridge, MA. In this role, Mark isresponsible for all aspects of primary market research across the company'sportfolio of products. Prior to Vertex, Mark spent five years with Biogen Idec ina similar position.Charu Chaturvedi is the Senior Vice President of the Life Sciences practice atAffinnova – recipient of the Stevie award for 2012 Most Innovative Company ofthe Year and ranked among the Top 15 Most Innovative Companies by theAmerican Marketing Association. Charu’s team is responsible for deliveringeffective and efficient approaches to market research and marketing teamsusing Affinnova’s unique technology based on evolutionary algorithms. Charuhas over 16 years experience in marketing, innovation, and strategyconsulting across numerous industries. She has received numerous awardsincluding the American Express Chairman’s Award for Innovation, thecompany’s highest form of recognition for innovation and teamwork. Charuholds a B.S. in Chemical Engineering from Pennsylvania State University andan M.B.A. from Columbia University.Tim O’Rourke is Chief Research Officer at Healogix, a global marketingresearch and consulting firm. Tim has a Ph.D. in cognitive neuroscience fromTufts University and more than 20 years of experience in basic and appliedresearch. He has more than a decade of industry experience, deliveringaccessible and actionable information across every major pharmaceuticalcategory. Tim is responsible for driving research methodology and analysis atHealogix and developing leading-edge research and analytical tools for thecompany.26

Ethnography - It's Broader than You ThinkSuggested Audience: Entry/Experienced/AdvancedPeter SimpsonPrincipalSegmedicawww.segmedica.comDonna SimpsonPrincipalSegmedicawww.segmedica.comSession Description“Ethnography” has become very popular in pharmaceutical research in the pastfive years but do we all really understand its scope and uses? We suggest thatethnography should be seen as:A range of observational techniques which, combined with market researchtechniques, can deliver additional insights and serve as a way of gaining input onimportant issues that respondents are unlikely to provide directly.Just as psychology-based research can tell us why respondents do things andhow we can influence those actions, observational research can tell us more aboutwhat they want and need to do and how we can support them.In this session, illustrated by video and audio case studies, we demonstrate theprinciples and technology of a holistic approach to ethnography leading to aholistic view of HCPs’ and patients’ lives and their interactions leading to effectivemarketing and sales programs.Speaker BiographiesThirty five years of business experience have taken Peter Simpson all over theglobe. He has lived and worked in the US, UK and Belgium. He has operated inmost of the world’s major markets, including Japan and all of Europe. Most of hiscareer has been spent in the Specialty Chemical, Pharmaceutical, Medical Deviceand Biotechnology areas. His experiences have included the GeneralManagement of major businesses, CFO of several companies, Strategic PlanningExecutive for businesses up to $2.5B of revenue, as well as acquisitions anddivestments, all within the precursor units of AstraZeneca. He is a member of theRoyal Institute of Chartered Management Accountants.Prior to joining Segmedica, Donna Simpson had worked in the biologics area forover 25 years, spending much of that time in marketing, sales and marketresearch. In the span of her career, she has managed a large sales force,contributed extensively to sales and marketing efforts for a major division of abiotech supply firm while continuing to advance in the areas of marketing researchusing her skills to devise strategies for improved ROI’s in every segment she wasresponsible for. One of the key areas she has spent time on in her former careerwas marketing strategy, assisting in the emergence of a new market for manyproducts and services to the pharmaceutical and biotech industry.27

The Value of Interactive Probing in Online ResearchSuggested Audience: Entry/Experienced/AdvancedTim HoskinsVP of Client RelationsQuesterwww.quester.comNichole ClinkinbeardStrategic Research ManagerQuesterwww.quester.comSession DescriptionInteractive Probing to enhance open-ends is quickly becoming a commonpractice in online CPG research. The approach is currently being used toexplore emotional connections to a brand or product, or to obtain a deeperunderstanding of rationale behind quantitative metrics. Today, a small numberof healthcare research companies are experimenting with the approach to adddepth to the qualitative insights captured within larger quantitative initiatives.This session will present results from a case study demonstrating howinteractive probing can add value to the insights gleaned from online openends.Through an exploration of the drivers for Snack Food choice, thepresenters compared responses to three types of open-ended questions:Unprobed Likes and Dislikes, Likes and Dislikes with Interactive Probing, andConversational Storytelling Open-Ends with Interactive Probing. This analysisreviews the impact of interactive probing on word counts, and prevalence ofkey qualitative themes, as well as respondent experience metrics of interviewlength and interview satisfaction.A case study with Migraine sufferers will also be shared to demonstrate theuse of interactive probing in the healthcare context as well.In this presentation, attendees will learn:• Past, present, and future value of open-ended responses• How Interactive Probing strengthens the quality of insights withinquantitative designs• Applications for Interactive Probing within the Healthcare MarketingResearch spaceSpeaker BiographiesNichole Clinkinbeard and Tim Hoskins share more than a decade ofexperience in marketing research at Quester, with a focus on linguistics and abackground in psychology. Tim’s role is to focus on expanding applications forQuester’s unique methodology and research capabilities. Nichole handlesstrategic research initiatives, and is equipped with the expertise in design thatdelivers on the client’s research objectives. Nichole is highly experienced inpharmaceutical market research in categories such as diabetes, multiplesclerosis, vaccines and OTC products.28

The Use of a Single Quantitative Study toInform Multiple Development and Commercialization IssuesSuggested Audience: Entry/Experienced/AdvancedDeni Deasy BoekellVice President, Client StrategiesRoger Green + Associateswww.rogergreen.comMatt JenkinsGlobal Market Research ManagerShire Pharmaceuticalswww.shire.comSession DescriptionOne of the challenges in the pharmaceutical industry under margin pressure iseffectively and efficiently managing the pipeline. Product candidates are carefullyscrutinized for potential value and investment needed to achieve that value. Theassociated challenge for Market Research, given compressed developmenttimelines and budgets, is the need for a given research study to inform multipleissues impacting development and commercialization decisions.This presentation focuses on a simulation-based quantitative methodology yieldingdata that informed multiple aspects of the product development process includingforecasting, physician and patient drivers, clinical program design, and positioning.The presentation will begin with the business challenge and methodology, and willthen focus on a case study.The client and researcher will discuss how the research was designed with themultiple objectives in mind, and will then present findings from the study. Finally,the client will discuss how these results helped inform multiple facets ofdevelopment and commercial business decisions.Speaker BiographiesDeni Deasy Boekell is currently Vice President, Client Strategies, with RogerGreen + Associates. Deni joined RG+A in 2008 with more than 30 years ofexperience in the BioPharma industry including Merck and AstraZeneca. Herexperience spans clinical development and commercialization and corporatefunctions including global strategic planning and business development, brandmanagement/commercialization, market development, market research, clinicaldevelopment, and basic research. She brings extensive knowledge of the globalhealthcare environment and implications for business.Matt Jenkins is a Global Market Research Manager at Shire Pharmaceuticals,supporting the Gastroenterology Business Unit. In his 7 years at Shire, Matt hashad increasing levels of responsibility across in-line brands, product and newindication launches and most recently product development. Matt started hispharmaceutical career in analytics establishing a strong foundation for bothprimary and secondary research insights He earned his B.S. in BusinessAdministration at Millersville University and recently received an ExecutiveCertificate in Leadership and Management from University of Notre DameMendoza College of Business.29

Using Nonparametric Statistics to Drive Greater Insights fromQualitative DataSuggested Audience: Entry/Experienced/AdvancedThompson ParkerDirector of Analytics & InsightsQessentialwww.qmmr.netSession DescriptionQualitative research techniques have long been used to develop hypotheses,generate ideas, and understand feelings, while quantitative methods have beenused to confirm markets and recommend a final course of action. However, not allimportant decisions can afford the time and expense of a traditional qualitative/quantitative approach. Often, business decisions must be made quickly withlimited information. Market research, if conducted at all, may be feasible only on alimited scale, effectively eliminating large quantitative studies from consideration.However, qualitative researchers have the opportunity to make use of statisticaltechniques for potentially greater insights than are feasible using basic descriptivestatistics. Nonparametric tests are statistical methods that do not requireassumptions about the shape of the underlying distribution. As such, they areoften practical for use with small samples. While these results will not allowresearchers to generalize about markets in the way a quantitative study would,they do help to show if observed results in a small sample are greater than orequal to what would be expected by chance. This in turn can add greater contextto numeric data gathered during focus groups or IDIs.This session will introduce participants to four different nonparametric techniques,and show how the results can be used to add insights within the context ofqualitative studies. It will also show the impact of using these statistics, and howconclusions and decisions may be altered as a result. Advantages,disadvantages, and data considerations will be discussed.Speaker BiographyThompson Parker has served major corporations in pharmaceutical, medicaldevice, health insurance, and care delivery, focusing on the innovative use of dataand analytics to enhance decision making. Specializing in quantitative research,Thompson has developed numerous analytical solutions for clients, and isinvolved in on-going efforts to develop predictive models explaining purchasingbehavior. Prior to joining Qessential, Thompson also held strategic marketresearch and data analysis roles for Gartner, CIGNA, and Baystate HealthSystems. He holds a M.S. in Industrial-Organizational Psychology fromRensselaer Polytechnic Institute and a B.A. in Psychology from the University ofNew Hampshire.30

Listen to Ask: Engineering a Successful Pharmaceutical BrandLaunch with Social Media and SurveysSuggested Audience: Entry/Experienced/AdvancedShailey Parekh, Pharm.D.Sr. Market ResearchManagerVertex Pharmaceuticalswww.vrtx.comDavid SpearsResearch DirectorHall and Partners Healthwww.hallandpartners.comZachary NippertManaging DirectorMotiveQuestwww.motivequest.comSession DescriptionEngineering a successful launch for any brand is highly challenging given today’sstringent regulatory climate and a fragmented, saturated media environment.Launch of a drug targeted at a very low-incidence condition with an exceedinglyhard-to-reach patient population is even more fraught.This presentation will take the audience through the innovative, forward-thinkingmarketing research platform that one pharmaceutical company executed for theirniche product. Specifically, the company implemented a research programblending “listening”-based online anthropology among patients with “asking”-based physician dialogue effectiveness survey research. This unique combinationof research approaches allowed them to assess messaging performance basednot only on clinical data but also on how well the company is communicating andaddressing patient needs and anxieties uncovered in online anthropology.This insights program is an excellent example of “getting ahead of the curve” toadvance marketing research in a way that takes advantage of new technologiesand online communities. It bridges brand planning with patients and professionalmarketers to ensure their efforts are coordinated and complementary, with farreachingapplication beyond immediate marketing needs.Speaker BiographiesShailey Parekh, Sr. Market Research Manager, Vertex Pharmaceuticals isresponsible for health care professional and patient market research for Vertex’sCystic Fibrosis franchise, and is part of the team responsible for launchingKALYDECO, a recently approved therapy for a subset of cystic fibrosis patients.Prior to joining Vertex, she completed a post-doctoral fellowship in marketresearch with Janssen Pharmaceuticals (formerly Ortho-McNeil-JanssenPharmaceuticals) and Rutgers University. Shailey holds a Doctor of Pharmacydegree from Rutgers University.David Spears, Research Director, Hall and Partners Health is a healthcaremarketing researcher who brings more than 8 years of experience andaccumulated wisdom to his work. David applies innovative research approachesto deliver highly practical solutions to his pharmaceutical and biotech clients,working to generate evidence-driven insights to support brand strategy, marketsegmentations, brand positioning, and patient and physician communications. Hereceived his M.A. in sociology from the State University of New York at StonyBrook.31Biographies continued next page

Listen to Ask: Engineering a Successful Pharmaceutical BrandLaunch with Social Media and Surveys, continuedSpeaker BiographiesZachary Nippert is the Managing Director at MotiveQuest, a social researchcompany. MotiveQuest uses “Online Anthropology” to help companies create newproducts, improve their marketing and measure their success. Prior to joiningMotiveQuest, Zack worked at DDB, DraftFCB and Leo Burnett where hedeveloped significant experience in client management, brand marketing andusing research to help his clients solve complex business problems.32

Session Description“All Source” Analysis:Evolution in Pharmaceutical Market ResearchSuggested Audience: Experienced/AdvancedGary SchwebachFounder & PrincipalG & S Research, Inc.www.gs-research.comMarket research in the pharmaceutical and biotech industries has a wellestablishedreputation due to our historic ability to provide decision makers with theinformation they need to succeed in the market. Conditions are rapidly changing,however. Senior management requires information to make decisions thatincorporate more sources in increasingly shorter time intervals.This requires a new look at what the industry needs and how we—as marketresearchers—can provide it. We will briefly look at our current state then, borrowingfrom the practices of researchers in another highly dynamic environment—thenational intelligence community, propose a new direction for addressing our clients’requirements. This direction will collect, aggregate, and report on multiple sourcesof information on a near real-time basis, the “all source” paradigm. A case study onone application of this technique in the pharmaceutical setting will be used toprovide the context for this methodology.This presentation will provide the market researcher with a foundation forincorporating this “all source” methodology in their analysis and address specificbusiness needs of their internal clients. As a result, the value of the attendee andthe information and insights they provide will increase.Speaker BiographyGary Schwebach is a founder and principal of G & S Research, Inc., a 15-yearsupplier of market research to the pharmaceutical and biotechnology industries.Gary has a doctorate in marketing from Indiana University and law degree fromUniversity of California, Davis.Before market research, he taught marketing at the university level, practicedcorporate law, and served as an intelligence officer in the U.S. Navy.Gary is a 2010 recipient of the PMRG Circle of Excellence award.33

Keynote SpeakerResearch Transformation – From Idea to RealitySuggested Audience: Entry/Experienced/AdvancedIan LewisPartner and Director of the Research Impact Consulting Practice for Cambiar LLC,Contributing Author of Leading Edge Marketing Research:21st-Century Tools and Practiceswww.consultcambiar.comSession DescriptionOver the past year, market researchers have heard a lot about the future ofresearch and the need for transformation and change. The key drivers for thischange are management demands to deliver more, faster and with lessresource; technology; the digitization of everything; the empowered andconnected consumer; and the globalization of the middle class. To borrow fromJoe Tripodi, CMO of Coca-Cola: “If you don’t like change, you’ll like irrelevancea whole lot less.” But these trends aren’t only for the world of packaged goods;they are relevant for PMRG members!Few are sitting still. There is strong interest by many corporate researchers tobecome the internal consultant and thought partner who helps drive businessimpact, to experiment with and integrate new research tools and to synthesizeinformation from multiple sources. But today only 4 in 10 believe they have athought partner role [Source: 2011 Cambiar Future of Research Study].The 2012 Cambiar Future of Research Study brings clarity to the challenges,opportunities and the reality of what’s happening now.Ian Lewis will inform, challenge and inspire you to embrace change and to setdirection for the future that will enhance the practice and power of healthcaremarketing research.Speaker BiographyIan Lewis is Partner and Director of the Research Impact Consulting Practicefor Cambiar LLC. In previous positions at Time Inc. and Sterling Winthrop, hetransformed research into a valued strategic function.Ian leads Cambiar training seminars including The Journey from Researcher toConsultant, Communicating for Impact and Insight Generation. He co-leadsthe Burke Institute course on Writing and Presenting Actionable MarketingResearch Reports and Presentations.Ian holds a M.S. in Statistics and a B.S. in Mathematics from SouthamptonUniversity, England. A member of the leadership team for the 2011 ARFForum on the Researcher of the Future, he has taken active roles inGreenBook, ARF, NY AMA, and the Market Research Executive Board.34

PMRG Organizational Forum - Listen, Learn, Speak OutThis session is your opportunity to listen to updates on the organization’sactivities. You will gain insight about new government affairs issues, learn howyou can get involved/contribute to the healthcare market research community,and have the opportunity to speak out on issues regarding market researchand your PMRG community.The session will cover an array of topics including our financial position, votingfor a director, general updates on member benefits, and the year’s priorities.You are encouraged by PMRG leaders, who lead the forum, to participate andspeak out. Your feedback cultivates the perpetual development of theorganization - so get involved, participate and share your thoughts.The PMRG Organizational Update sessionwill be available for video playback via www.pmrg.org.Per the by-laws, the 2012 Vice President serves as the 2013 PresidentElizabeth Jeffords, GenentechThe PMRG Board of Directors accepted the recommendation from theNominating Committee for the following to serve as your 2013 Officers.Biographies for 2013 Officers will be available at www.prmg.org.Vice PresidentAmber Leila EscoAll GlobalTreasurerSriram SubramaniamWhizRxSecretaryJoceyln TrokenheimTakeda PharmaceuticalsElection of 2013 LeadershipThe PMRG Nominating Committee was honored to have impressivecandidates nominated for the 2013 PMRG volunteer leadership positions.Each candidate demonstrates commitment to the organization, for whichPMRG is grateful. The selection process included stimulating discussionswithin the Nominating Committee about the direction of the PMRG.Ballots will be handed out during this session and from the hospitality deskfollowing this session. Submit ballots via the collection box at the back of thesession room or at the hospitality desk.The Board of Directors is the governing body of PMRG. The principal duties ofthe Board of Directors are:• To set general policies and goals of PMRG• To select PMRG’s officers and Executive Director• To safeguard PMRG’s financial well-being• To establish the dues obligations of PMRG’s members• To serve as fiduciaries to ensure the integrity, transparency, andlawfulness of PMRG’s operations35

Manufacturer / Client Director-at-Large CandidateLinda Harrell, Daiichi Sankyo, Inc.Linda Harrell is the Sr. Director of Market Research andPlanning at Daiichi Sankyo, Inc. Her 30+ person team isresponsible for all of the analytics activities that support themarketing of both the approved and pre-launch products(primary research, forecasting, marketing planning/science).Prior to joining DSI in 2005, Linda held positions at Eli Lilly and Company,Pharmacia Corporation, Sandoz/Novartis Pharmaceuticals, MatrixPharmaceuticals and Tandem Research, now part of Ipsos Research. She hasheld positions in Sales, Primary Research, Secondary Data and Analysis,Commercial Operations and Brand Management. She has practiced retailpharmacy for both Walgreen’s and Kroger Corporation, hospital pharmacy forthe VA system, and clinical pharmacy in the Indian Health Services division ofthe PHS in both the Navajo and Cherokee service networks.Linda was recently appointed to a second three-year term on the AlumniAdvisory Board of Drake University’s College of Pharmacy and HealthSciences. She has been an active member of the PMRG (PharmaceuticalMarketing Research Group) for the past 15 years and currently serves on thegovernment affairs committee. Linda holds a B.S. in Pharmacy from DrakeUniversity in Des Moines, Iowa. She holds an M.B.A. from The Fuqua Schoolof Business, Duke University in Durham, NC.Tjun Wong, ShireTjun Wong is Senior Director, Global Market Research andCompetitive Intelligence at Shire. Tjun has over 20 years ofmarket research experience. He joined Shire in September2010 from Novartis Pharmaceuticals where he held thepositions of Executive Director of Information Management andMarket Research. Previously, Tjun was with Eli Lilly and Company where heprovided market research support for Prozac, Cymbalta and Cialis.Tjun has a B.S. degree in Electrical Engineering an M.S. degree inManagement from Purdue University.36

Non-Manufacturer / Consultant Director-at-Large CandidateCamm Epstein, Epstein + Associates ResearchCamm Epstein is a health policy and market researcher andstrategist with over 20 years of experience spanning governmentprograms, and pharma, biotech and medical device markets. He isa payer and institution communications and research specialistwith over 15 years of managed markets experience. Anaccomplished qualitative, quantitative and multi-methodresearcher committed to conducting exemplary research, Cammis passionate about developing and refining innovative methods, and displayingdata in novel ways that enable clients to identify, understand, and rememberrelationships and patterns. Camm is adept at highlighting key learnings, andidentifying associated, actionable strategic and tactical implications.Camm is the market access practice leader with Epstein + AssociatesResearch. Previously, Camm led GfK HealthCare’s market access practice,where he developed first-to-market representative payer samples. For threeyears prior to joining GfK HealthCare, he built and led a managed marketsresearch team for MediMedia Managed Markets, where he pioneered payertracking studies and developed new conjoint methods to segment payers andpredict their formulary management decisions.Gary Schwebach, G & S ResearchGary Schwebach is a principal and president of G & SResearch, which he cofounded in 1997. He is the chiefmethodologist and oversees the analytics and productionfunctions within the company. His professional expertise lies inthe areas of business and marketing strategy, advancedstatistical techniques, and quantitative and qualitative researchmethodologies. He has conducted numerous research studies across multipleclients since starting the company and is still actively involved in projects.Prior to starting G & S Research, Gary consulted with pharmaceutical companieson marketing strategy for launching and repositioning products. He earnedDoctoral and Master degrees in marketing from Indiana University, Bloomington,where he taught marketing strategy and market research. He has authorednumerous articles on applying market research methodologies to the needs ofthe pharmaceutical industry.Before his involvement in the market research community, Gary practicedcorporate law with the international law firm, Latham & Watkins after earning alaw degree from University of California, Davis. He spent seven years as anintelligence officer in the US Navy, during which he earned a masters degree inpublic administration from Virginia Tech. His undergraduate degree is in politicalscience/ Chinese language from the University of California, Riverside.37

Notes38

Happiness, Incorporated:Using Facial Coding to Ensure a Positioning Concept That's BothOn-Message and On-EmotionSuggested Audience: AdvancedDan Hill, Ph.D.President & FounderSensory Logicwww.sensorylogic.comNoni MacPhersonDirector, Global Consumer InsightsMerck Consumer Carewww.merck.comSession DescriptionThis session features the partnership between a major pharmaceutical company and acutting-edge market research firm specializing in the scientific, emotional insightsresearch of facial coding. Based on their experience working together, this duo willguide the audience through an interactive case study demonstrating the powerfulimpact that innovative market research can have on the strategic repositioning of aproduct central to the company’s consumer-facing portfolio. More specifically, thiscase study involves a well known medical orthotics product.Using the case study as a practical application guide, the presentation aims toeducate attendees on the pivotal role that intuitive, sensory-emotional reactions haveon product adoption and, subsequently, how the break-through technology calledfacial coding has the potential to revolutionize pharmaceutical market research.Traditional market research remains a largely, cognitively-filtered exercise in gatheringverbal input and ratings. But the breakthroughs in brain science over the past quartercentury reveal that physicians and laypeople alike are inherently limited in their abilityto articulate their emotional response. As Daniel Goleman notes in his internationalbest-seller, Emotional Intelligence, our verbal abilities reside in the rational part of thebrain. To gain access to emotional data, you have to go to non-verbals. Or to put itmore simply, people don’t think their feelings; they feel them.Speaker BiographiesDan Hill is a recognized authority on the role of emotions in consumer behavior withover a decade of experience running his scientific, emotional insights consultancy:Sensory Logic, Inc. One of the company’s unique research tools is facial coding whichis highlighted in Malcolm Gladwell’s best-seller Blink. Dan received his Ph.D. fromRutgers University following studies at Brown University, Oxford University, and St.Olaf College.Noni MacPherson currently holds the position of Director of Global Consumer Insightsat Merck Consumer Care, where she was recently awarded 2011 Marketing Partner ofthe Year. She has a proven track record in championing consumer insights to drivebrand strategy and growth with major companies, including J&J, Pfizer, and Warner-Lambert. Noni received her M.B.A. in marketing from the University of Connecticutand B.A. in Latin American Studies from Mount Holyoke College.39

Going beyond PowerPoint Reports: There’s an iPad App for ThatSuggested Audience: ExperiencedSriram SubramanianCEOWhizRxwww.zoomrxresearch.comJohn D’AlottoDirector Global Analytics & MarketResearchShire Pharmaceuticalswww.shire.comSession DescriptionPowerPoint is a notoriously poor tool for disseminating data and insights. It is notoptimized for data interactivity, data interrogation, hypothesis testing all of whichare critical to developing insights, building consensus, and ultimately makingcommercialization decisions. Despite this, PowerPoint remains the preferredchannel for distributing data and insights for all primary market research studies.The emergence of the iPad as a platform of choice among life-sciencescompanies provides the market researcher an opportunity to go beyondPowerPoint and re-imagine how primary research data is used and shared amonginternal client teams.This session will cover a novel way of leveraging iPads to facilitate sharing dataand insights with the internal client teams. It will explore how to use the iPad toenhance interaction with and interrogation of data and to democratize the processof extracting insights from primary market research data.This session will feature a case on how a pharma company that was launching anew product used the iPads to enable interacting with data, make primary marketresearch more relevant and easily accessible to senior management in themarketing and commercialization teams. The session will be supplemented withhands-on demos on iPads to attendees that will enable them to get a true sensefor the richer experience the iPad provides for data analysis, visualization andinsight development.Speaker BiographiesSriram Subramanian is the CEO of WhizRx. At WhizRx, Sriram works onconceptualizing and directing the development of ZoomRx – a cutting edgeprimary research platform that leverages emerging mobile technologies to reimaginepharma market research. Sriram has graduate degrees in Economicsand Engineering from Northwestern University and an undergraduate degree fromthe Indian Institute of Technology.John D’Alotto is Director Global Analytics & Market Research at ShirePharmaceuticals. In a varied career in pharma market research that has spannedmore than 12 years, John has worked in a variety of roles, been part of multipleproduct launches, experienced working on both blockbuster and orphan drugs,and has been part of global, regional and country-level teams. John has anM.B.A. from Bentley College, prior to 40 which he studied Finance as anundergraduate at Providence College.

Igniting Effective Partnerships and Measuring the ResultsSuggested Audience: Entry/Experienced/AdvancedRobert KaminskyPresidentMedSpanwww.medspanresearch.comLindsey ThomasDirector of MarketingSagent Pharmaceuticalswww.sagentpharma.comSession DescriptionToday, the rate of innovation is lower than it was in the 1980s and 1990s. This isencouraging many large healthcare manufacturers to develop relationships with smallcompanies that are willing to undertake the risk of new product development. As well,smaller healthcare companies are managing the risk of developing new products by“virtual” companies. They identify key partners who provide the capabilities andresources required for success without taking on the cost of bringing the resources inhouse.While partnerships are difficult to establish, they are even more difficult to manageeffectively. Trust can be violated. Communication can go awry. Management canincorrectly set the expectations of employees at the front lines of the partnership.Therefore, in this increasingly complicated and sophisticated healthcare environment,there is a need to continually analyze and enhance effectiveness in partnerships.In the late 1980’s, a methodology called SERVQUAL was developed to measure theeffectiveness of customer service in retail industries. Since then, the theoreticalunderpinnings of SERVQUAL as well as a technique for measuring the effectivenessof partnerships--between two business partners or between a manufacturer and itscustomers--have evolved and become rather sophisticated. The speaker’sorganization has adapted SERVQUAL to measure the effectiveness of partnerships inthe healthcare industry. Numerous clients have used our measurement technique toenhance how they work with their partners. The presentation will briefly explain thetheoretical underpinnings of our technique and then explore how to implement it. Wewill present key results from our latest client to illustrate the technique and the healthyrelationships it can help deliver.Speaker BiographiesRobert Kaminsky founded MedSpan more than sixteen years ago to deliver marketresearch in three market segments – payers, hospitals and alternate sites of care.Before that, Robert founded the market research function at MediMedia ManagedMarkets. Robert began his healthcare career with Baxter in strategic planning, salesand marketing. He graduated from Princeton University and earned his M.B.A. fromthe University of Chicago.Lindsey Thomas is Director of Marketing at Sagent Pharmaceuticals, where herresponsibilities range from product development to commercialization, with aparticular focus on corporate brand management, portfolio prioritization and newproduct and packaging development. Lindsey received an M.B.A. from NorthwesternUniversity and an Honors B.S. in Business Administration from Marquette Universitywith majors in Marketing, International Business, 41 and Spanish.

Leveraging Secondary Data for Effective ATU Primary ResearchSuggested Audience: ExperiencedPartha AnbilAssociate PartnerIBM Global Business Serviceswww-935.ibm.com/services/us/gbs/consultingKen March, Ph.D.PresidentKAM Healthcare Consulting, Inc.Session DescriptionAs secondary data assets expand, marketers and researchers need new tools forkeeping up with, integrating, and extracting customer insights. Linking assets andconducting analysis at the customer or segment level is critical to generatingmeaningful and actionable insights.A traditional strategy for enabling this need is building an extensive data warehouse,but time and investment make this option out of reach for many brands. A moreresponsive and nimble solution is to create a “diagnostic dataset” from availablesecondary sources most meaningful to the specific brand or therapy area, whichinvolves selective integration of a company’s existing assets such as sourced thirdparty data, CRM, and promotion data with additional customer level assets that canbe sourced outside, such as practice affiliations, payer/plan behavior, lab values,and more.This diagnostic approach enables rapid access to customer insights that lead toidentification of brand opportunities, nationally and locally. This discussion willexamine how brands can better leverage today’s advanced secondary data to doprimary research and enhance brand strategies and tactics, and to set priorities forbrand investment.Speaker BiographiesPartha Anbil is an Associate Partner in Strategy & Transformation practice,Healthcare & Life Sciences Industry at IBM Global Business Services. Mr. Anbil hasover two decades of management consulting experience in the life sciencesindustry. He has consulted & counseled Life Sciences clients in structuringsolutions for strategic, operational & organizational challenges and issues. He hasmulti-disciplinary educational background and cross-functional experience. Parthareceived an M.B.A. in Corporate Strategy and Business Development from the MITSloan School of Management, Cambridge, Massachusetts, and an M.S. inCorporate Finance and M.A. in Econometrics from the University of Toledo. He alsohas an M.I.B. (Masters in International Business) from the Indian Institute of ForeignTrade (IIFT), and a B.S. in in Electrical Engineering.Ken March is President of KAM Healthcare Consulting, Inc., a full service MarketingResearch and Consulting Firm. He specializes in Psychographic-basedSegmentation of both MDs and Patients by Disease Category and collaborates withIMS in these efforts. Previously, he had served as Exec. V.P. in 2 top 10 MedicalAdvertising Agencies, as well as General Manager of Market Research Divisions.Ken has a Ph.D. in Psychology. He is a Psychologist [Clinical and Social Psych] andprivate Practice psychotherapist. He is also a lecturer in Psychology, for bothGraduate and undergraduate-level students. 42

Leveraging APLD and Other Data Assets to BroadenOrganizational Influence (and Impact Share)Suggested Audience: Experienced/AdvancedSession DescriptionCynthia DilleyAssociate Director, CNS Market ResearchUCB, Inc.www.ucb.comFinding more audiences for your data assets gives you better access and influenceacross the organization. Knowledge is power – leverage it in as many places aspossible.Much of our data would be useful to many other parts of the organizations we workin AND the way our partners see the data opens our eyes to new ways to leveragethis extremely expensive asset.Beginning with the APLD asset, we can begin to build the case for how data assetscan improve your connections and influence within the organization.We can be better than just delivering excellent insights on a project by project basis,we can actually quantitatively distill the entire base set of learnings across the entireyears’ worth of work. It isn’t easy – TPAs and huge amounts of effort are required –but the payoff is immeasurable.Having leveraged a singular data asset to connect us with more individuals in theorganization, a natural resulting step is to integrate that data with other powerfulresources to provide maximal impact where the resulting value to the company canbe substantially tracked and measured.The solution for our brand? An integrated view to both perceptions and behaviorsthat are heavily impacting the share of our brand. We evaluated and integrated intoone statistical model, multiple different data sources to adequately control for theimpacts at the physician level (we created a retail, hospital, LTC and patient view)so we could see what was truly driving share.Speaker BiographyCindie Dilley is Associate Director, CNS Market Research, at UCB, Inc. She hasworked in the pharmaceutical industry in business analytics since 1999 in diverseroles including pricing and forecasting, managed care analysis, businessdevelopment assessments, sales force sizing, strategy, and structure and marketresearch both globally and nationally. Cindie has worked for several companiesincluding Solvay, Stiefel Laboratories and UCB. Additionally, she has worked on copromotionanalysis with partners like Abbott and Wyeth. She performed hergraduate studies in economics at the University of Illinois where, for four years, shealso concurrently taught undergraduate economics and finance.SDI partnered with UCB to build and host the Data Mart. Burke partnered with UCBto do the partial least squares modeling 43 in the data integration exercise.

Prediction Markets for Pharmaceutical Concept TestingSuggested Audience: Entry/Experienced/AdvancedJohn BarrettVice President of SalesInfosurvwww.infosurv.comSession DescriptionQuantifying the potential success of new treatments, product positioning, packaging,and creative materials has always been challenging—particularly in the acceleratedpace of today’s markets. Tried and true methods such as monadic concept testsurveys produce valid results, but this approach can be cumbersome, costly, andtime consuming.Prediction markets have been hailed by leading academics like Wharton’s JustinWolfers as well as popular best-selling commentators like Wisdom of Crowds’author James Surowiecki as the way to achieve accurate insights into the future ofyour concept—at a fraction of the time of other methods.This lecture will teach you how to harness the proven power of prediction marketsfor new concept testing.Speaker BiographyJohn Barrett is the Vice President of Sales for Infosurv, a full-service online researchfirm with a particular focus on the utilization of Prediction Markets for new productconcept testing. He joined the company in 2010 and brings over 20 years ofexperience in marketing research, consultative sales, and business development.John has extensive experience in the Marketing Research Industry in providingstrategic insights and unique solutions to business challenges for his clients.John’s experience spans multiple verticals and industries including, CPG,Pharmaceuticals, Tel-Com, Retail, Hospitality, Financial Services, ConsumerElectronics, Technology, and Apparel. His focus has been on delivering quantifiableresults and recommendations to critical strategic business issues and challenges.John holds a B.S. from Northeastern University in Business Administration and hasdone Master’s work at Rutgers University. He lives in the Atlanta area with his wifeand three children and is active in the community as a Little League Coach and avolunteer with Junior Achievement.44

Session DescriptionFrom the Corner OfficeSuggested Audience: Entry/Experienced/AdvancedIt is hard to find an organization in our industry that doesn’t have innovation as oneof their “Guiding Principles” or “Core Behaviors.” Historically, the pressure toinnovate was mainly aimed at R & D. Today, everyone across the company issubjected to that same pressure to innovate. Anyone who develops a track recordof success in helping their organization “stay ahead of the curve” will be a valuedasset to that organization.Market Research and Analytics professionals are uniquely positioned to driveinnovative products and services in today’s market because of their deep andinsightful knowledge of the market. This presentation will focus on strategies thatcan be employed to enhance your creativity around the way that you “question” themarket so that you can help your company stay one step ahead.Speaker BiographyLinda HarrellSenior Director of Marketing Researchand PlanningDaiichi Sankyo, Inc.www.daiichisankyo.comLinda Harrell is the Senior Director of Market Research and Planning at DaiichiSankyo, Inc. Her 30+ person team is responsible for all of the analytics activities thatsupport the marketing of both the approved and pre-launch products (primaryresearch, forecasting, marketing planning/science).Prior to joining DSI in 2005, Linda held positions at Eli Lilly and Company,Pharmacia Corporation, Sandoz/Novartis Pharmaceuticals, Matrix Pharmaceuticalsand Tandem Research, now part of Ipsos Research. She has held positions inSales, Primary Research, Secondary data and Analysis, Commercial Operationsand Brand Management. She has practiced retail pharmacy for both Walgreen’s andKroger Corporation, hospital pharmacy for the VA system, and clinical pharmacy inthe Indian Health Services division of the PHS in both the Navajo and Cherokeeservice networks.Linda was recently appointed to a second 3-year term on the Alumni Advisory Boardof Drake University’s College of Pharmacy and Health Sciences. She has been anactive member of the PMRG (Pharmaceutical Marketing Research Group) for thepast 15 years and currently serves on the government affairs committee.Linda, her husband and 3 children live in Randolph, New Jersey.Linda holds a B.S. in Pharmacy from Drake University in Des Moines, Iowa. Sheholds an M.B.A. from The Fuqua School of Business, Duke University in Durham,NC.45

Poster Session - The Leapfrog Effect: Using Lessons fromConsumer Packaged Goods to Elevate Pharmaceutical Success,a Direct-To-Consumer Case StudySuggested Audience: Entry/Experienced/AdvancedEric OverbyVice President, Client ServicesAffinnova Life Scienceswww.affinnovalifesciences.comPoster DescriptionSasanka AtapattuDirector, Client ServicesAffinnova Life Scienceswww.affinnovalifesciences.comIt is widely recognized that the CPG industry has undergone sweeping changes. Inorder to survive, they had to evolve their marketing and market researchapproaches. Today, the Pharmaceutical industry is experiencing a similar revolution– faced with a “perfect storm” of challenges. As our customer landscape continues tochange, it is imperative that we begin to move beyond “business as usual” to identifyuseful approaches which can overcome our current challenges and prepare us forthe future of the industry.Given the increase in patient/consumer promotion from pharmaceutical companiesand the need to revitalize brands, understanding the best practices utilized by anindustry that is entirely focused on consumers and driven by branding, offers theability to truly leapfrog the learning curve and begin to maximize success withcustomers (patients and physicians).Using a systematic stage gate process, leading CPG companies have identifiedwhich market research approaches fit best in the product development cycle,ranging from exploration to optimization to measurement. Additionally, they haveutilized more cutting-edge approaches to reflect the changing nature of customerdecision making. The Pharmaceutical industry can mirror these strategies – in fact, itis essential in order to succeed.A DTC case study will demonstrate how key approaches from CPG have beensuccessfully applied to healthcare initiatives. We will also discuss how the marketresearch and marketing teams were able to utilize more efficient approaches todeliver tremendous time, cost, and resource savings allowing the market researcherto work smarter, not harder.Speaker BiographiesErik Overby has a comprehensive understanding of pharmaceutical marketing andsales from his 16 year track record of performance in roles of increasingresponsibility in specialty physician and hospital account management, salesleadership, market development, managed care and marketing atSmithKlineBeecham and GlaxoSmithKline. Erik has a Bachelors degree in Biologyfrom the University of Puget Sound.Sasanka Atapattu has over 10 years of experience in the healthcare industryworking across the spectrum of sales, marketing, and strategy. Sasanka isresponsible for delivering effective and efficient approaches to market research andmarketing teams using Affinnova’s unique technology based on evolutionaryalgorithms. Sasanka holds a Bachelors degree in Marketing from the IsenbergSchool of Management at University of Massachusetts and a M.B.A from BabsonCollege.46

Poster Session - Diagnosing and Controlling Costly Sample Bias:A Gold-Standard Case HistorySuggested Audience: Entry/Experienced/AdvancedJack Gallagher, Ed.D.PresidentClarity Pharma Researchwww.claritypharma.comPoster DescriptionBrent SchwartzDirector, Global StrategicMarketingAllerganwww.allergan.comKylee Jean HeapGlobal Operations DirectorClarity Pharma Researchwww.claritypharma.com“Silent killer disease” produces few or no symptoms and can cause death if notdetected and treated. Undetected biased samples in surveys can be just as deadlyto a pharmaceutical brand. For more than 180 years, the prospect of faultydecisions resulting from invalid or non-representative survey samples hasconcerned researchers. A seriously biased survey sample is like a lamppostwithout a light: It provides no illumination, but you may not notice until it gets dark.A company might not notice the “darkness” until sales of its new drug are less thanpredicted from market research.Little else matters if the sample used for a pharmaceutical research project doesnot have a high degree of representative precision. Even the most sophisticatedanalytics can lead researchers and clients astray if based on samples with hiddenor unknown biases.Our session, presented by the director of global strategic marketing for a majorpharmaceutical manufacturer and the directors of a commissioned patient chartaudit/treating physician study, will help the audience develop or acquire new ideasfor managing and conducting effective research in a changing environment by:• Increasing awareness of a spreading pharmaceutical research-product“disease” – biased (non-probability) survey samples• Identifying areas that present special obstacles to obtaining valid samples,including in emerging markets and multinational studies• Presenting comprehensive standards that must be met to minimize samplebias• Providing a diagnostic sample validity checklist• Presenting a detailed case history of how this tool was used to control andminimize sample bias in the patient records study, the results of whichappeared in 5 peer-review conferences/journalsSpeaker BiographiesJack Gallagher, a former member of the University of Virginia School of Medicinefaculty, has conducted studies on a variety of medical conditions. He has adoctorate in clinical psychology and two degrees in mathematics. He has directeda five-university research consortium, served on the review boards of two nationalhealth care journals, and wrote Changing Behavior: How and Why. His 2012continued next page47

Poster Session - Diagnosing and Controlling Costly Sample Bias:A Gold-Standard Case History, continuedpresentations include the MRS Healthcare Research Conference (London), PBIRGAnnual Meeting (Chicago), and Journal of Urology (CME article).Brent Schwartz is currently focused on the in-licensing of new pharmaceutical, drugdelivery, and device technologies in the area of Urology. He has held various salesand marketing positions, domestically and aboard, during his 16-yearpharmaceutical career. He is recipient of the 2007 Manny Award for “Best DigitalPatient Campaign.” His publications include papers for the Journal of Urology,American Urological Association, and Society of Urologic Oncology. He completedhis M.B.A. at the Thunderbird School of Global Management in 1997.Kylee Jean Heap has a decade of experience in the successful development,operational implementation, data processing, and analysis of a wide range of globalmedical market research on a variety of investigational and FDA-approved products.She is a co-author of three papers that were published in medical journals andpresented at medical conferences, including one on nonmuscle invasive bladdercancer presented at the 106th annual American Urological Association meeting andone on practice patterns in the Journal of Urology.48

Poster Session - Streamlining Adverse Event Reporting inResearch with Patient RecordsSuggested Audience: Entry/ExperiencedCarter Smith, Ph.D.Executive DirectorBioVidwww.biovid.comAarti ShahSenior DirectorBioVidwww.biovid.comPoster DescriptionIt is widely-recognized that patient-record-based research can provide multiplelevels of insight, offer rich narratives around decision-making, and fill gaps ininformation about product choice that encumber the usefulness of some secondarydata sources. When deployed for strategic learning, patient-record platforms canaddress a range of business questions across the full product lifecycle, from thestages of pre-launch, through expansion, and maturation.A challenge with this type of research is the reality of adverse event reportingrequirements, which are difficult to avoid due to the specificity of the patientinformation typically captured in these studies.In this poster, we share best practices for AE reporting in case-based projects thatbalances two business needs: (1) compliance with the requirements placed onmarket researchers to report adverse events for company products that is HIPAA (orsimilar)-compliant, and (2) efficiency and process discipline that insulates projecttimelines from possible delays due to AE reporting. The general theme of the posteris that adverse event reporting should not be a barrier to using patient-chartplatforms, which are becoming more critical in addressing strategic businessquestions in pharmaceutical business. The specific process recommendations thatwe present, focus on careful mapping of likely AE-qualifying sources during thematerials development phase, which enables rapid identification and recording ofAE details for completion of client submission forms. For market researchers,learning how to navigate the process to ensure project timeliness and value is acritical skill.Speaker BiographiesCarter Smith, Ph.D., is an Executive Director at BioVid with more than a decade ofexperience in leading multi-national quantitative and qualitative research studies formajor clients in the biotech and pharmaceutical industries. He earned his doctoratein Social/Organizational Psychology from Temple University, where his trainingemphasized quantitative research techniques and statistics.Aarti Shah is a Senior Research Director for BioVid, who has focused onpharmaceutical market research for 15 years, including experience with two otherglobal research agencies. Her focus has been in the areas of strategic customresearch and consulting, with specific expertise in global execution. She hasdirected research across five continents. She holds a B.Sc. in Chemistry & theAnalysis of Science and Technology from University of Manchester, UK, and hasconducted research investigating the globalization of the pharmaceutical industry at49Aston Business School, UK.

Poster Session - Understanding Patient & Physician PerspectivesAround Type 2 DiabetesSuggested Audience: Experienced/AdvancedCarol FitzgeraldPresident & CEOBuzzBackwww.buzzback.comPoster DescriptionDiabetes is growing at an alarming rate. An estimated 1 in 10 adults will havediabetes by 2030, with type 2 accounting for 90% cases (IDF Diabetes Atlas, 2011).New studies and media attention focused on the subject is released daily, and manycompanies – from pharmaceutical to food and beverage – are focused on theproblem.This poster highlights new diabetes research: issues around the disease, day-to-daybehaviors, and feelings among sufferers and physicians.This poster will show:1. Doctors and sufferers view behavior and experience similarly for treatment,however underlying feelings and how to overcome emotional hurdles vastlydiffers.2. Imagery and language patients and physicians use to express attitudes/feelingsreveals subconscious insight beyond stated perceptions.3. Online research is generally quantitative, leveraging efficiencies in global reachand cost. This study introduces “breakthrough” techniques, more effective ingetting to subconscious feelings.Speaker BiographyCarol Fitzgerald is the founder of BuzzBack, a pioneer in online researchtechniques. Since its inception in 2000, the company has won numerous awards forits innovative toolset and outstanding team of researchers. Carol is an experiencedsenior-level executive that has proven success in the management of bothestablished and start-up companies for more than 15 years.Prior to starting BuzzBack Market Research, Carol was a Director at Mail.comwhere she built and managed the company's consumer marketing and productdevelopment strategy. Prior to Mail.com, Carol spent 10 years in various seniormanagement roles at ACCO, a $1.3 billion office products division of FortuneBrands. Carol is a cum laude graduate of Dartmouth College, and her honors thesison TS Eliot continues to be cited in academic works on the author.50

Poster Session - Persistency and Compliance: Why YourNumbers May Be WrongSuggested Audience: Entry/Experienced/AdvancedDaniel J. Feldman, Ph.D.Meta Market ResearcherColligation, LLCwww.colligation.comLisa RendinaDirector of Operations,IMS Institute forHealthcare InformaticsIMS Healthwww.imshealth.comShawn YoderSenior Manager, StatisticalMethodologyIMS Global Operationswww.imshealth.comPoster Description“Persistency” is often confused with “Days on Therapy.” “Compliance” or“Medication Possession Ratio” is often confused with “Adherence.” These are allseparate measures that have independent uses – yet common practice todetermine these is neither consistent nor standard. MPR does not account for: a)automatic refills from mail order houses, b) medication stockpiling, c) dosingfrequency, d) pharmacy switching, e) insurance plan switching, or f) medicationsadministered during hospital stays.While an accurate measure is most useful for determining lifetime value of apatient for forecasting, MPR can often return equivocal results due to data captureissues (i.e., plan/pharmacy switching, hospitalizations) or methodological issuesaround the determination of a “look-back period” to identify a new patient start.Lifetime value of a patient is derived from a combination of persistency,compliance, and cost per Rx. Persistency is typically derived by looking at themedian number of days on therapy before a patient discontinues treatment.Discontinuation is usually determined by an arbitrarily chosen “look-forward,”“grace,” or “washout” period. Persistency values may change dramatically asdifferent “look-forward” periods are chosen to determine when to a patient has“discontinued” therapy.Data capture issues can also lead to classification challenges for “new patientstarts,” “continuing patients,” “discontinued patients,” and “restarts.”Three easy-to-use methodological revisions are proposed to help alleviatechallenges to MPR and persistency calculations as described above. This willimprove the ability to estimate accurate lifetime value of a patient, new patientstarts, discontinued patients, continuing patients, and restarts.Speaker BiographiesDaniel J. Feldman, Ph.D. is an independent consultant at Colligation, LLC and anAdjunct Faculty at Rutgers Business School in Pharmaceutical Market Research.An expert decision-maker and leader in healthcare analytics with more than 23years of experience at companies like Bristol-Myers Squibb, Novartis, ForestLabs, and NDCHealth, and various hospital and outpatient settings. He holds a51

Poster Session - Persistency and Compliance: Why YourNumbers May Be Wrong, continuedPh.D. from University of Cincinnati in Clinical Neuropsychology and was awardedthe Pharmaceutical Market Researcher of the Year Award from PMRG in 2009.Lisa Rendina is Director of Operations for the IMS Institute for HealthcareInformatics, where she directs a team of analysts that provide analysis into changesin healthcare, both in the US and Globally. Lisa has over 18 years experience in thepharmaceutical industry and has expertise in APLD and health claims data analysis,market and sales operations focused analyses, as well as facility and corporationlevel insights. Lisa holds a B.S. in Electrical Engineering from Newark College ofEngineering.Shawn Yoder is a senior manager of statistical methodology for IMS globaloperations, where he conducts market research and pharmaco-economic researchusing prescription and claims data from the company’s longitudinal databases.Shawn has developed methodologies for treatment regimens, therapy switching,source of business, and adherence. Shawn has earned a M.A. in Economics fromPennsylvania State University and has 9 years of experience in health servicesresearch.52

Poster Session - A Day in the Life of Oncology NursesSuggested Audience: ExperiencedCaroline VolpeManaging DirectorGenactiswww.genactis.comPoster Description“Getting ahead of the curve” is often the key to commercial success and it’s evenmore critical in the highly competitive pharmaceutical arena. This session willprovide examples of how we can leverage newer mediums, such as online bulletinboards and mobile ethnography, to get more out of qualitative research while stillutilizing tried-and-true techniques from our qualitative toolbox like projectivetechniques.Our presentation will discuss how we can best address these types of researchobjectives with a blend of methodologies to optimize and maximize the insightsgenerated.We will present a case study in which we focus on the daily life of a small group ofoncology nurses, asking them to keep a mobile video diary as well as, participate inan online bulletin board using projective techniques to extract deeper, emotionalinsights that delve beneath respondents’ rational thinking.Key takeaways from the session will be:• How to leverage newer technologies such as mobile platforms and onlinebulletin boards to gain a better understanding of both HCPs and patients• How utilizing multiple research modalities within a single project can yield morepowerful data with complementary insights• How to still effectively use psychologically-based qualitative researchtechniques such as projective techniques within the context of these newtechnologiesSpeaker BiographyCaroline Volpe is an experienced research consultant with expertise in designingmarket research across all phases of the product lifecycle, including quantitative andqualitative research for strategic business and tactical planning. Caroline receivedher M.S. in Marketing from Drexel University and her B.S. in Marketing andInternational Business from Kutztown University. She is a member of the QualitativeResearch Consultants Association, Mobile Marketing Research Association andAmerican Marketing Association.53

Poster Session - Changing the Habits of the People You TargetSuggested Audience: Experienced/AdvancedKen RawlingsVice PresidentHealogixwww.healogix.comTim O’Rourke, Ph.D.Chief Research OfficerHealogixwww.healogix.comPoster DescriptionUnderstanding the factors and dynamics in prescriber and patient decisions is anongoing, critical need of pharmaceutical marketers, yet this need is only partiallyfilled by existing methods. Marketers and researchers know that direct questioningyields a partial answer, an inaccurate answer, or both. And indirect qualitativemethods, while useful, produce results that are subject to broad interpretation andmight not identify what is actually occurring in the decisions under study.The answer to this challenge comes from understanding that many decisions aremade as the result of habits -- which is a different phenomenon from a ‘hiddenmotivation.’“Habit” is most often used for addictive behaviors, e.g., “smoking habit.” For ourpurposes a broader meaning is intended: a habit is a routine response to an internalor external cue, a response that might once have been a deliberate decision, buthas since become automatic, as the brain stops fully participating in the decision inthe interest of efficiency. Habits are inevitable and fundamental to our existence.They literally allow us to adapt and survive.In this poster we will outline how we study habits to inform marketing strategy andtactics. Identifying constituents’ habits has a huge payoff: marketers can conceiveand implement tactics to change the constituent’s routines in response to cues,thereby achieving change in behavior.Speaker BiographiesKen Rawlings is Vice President at Healogix. In his 17-years experience executingprimary research, Ken has delivered insights to pharmaceutical and other healthcareclients on numerous therapeutic categories and business issues. His researchexperience covers a multitude of qualitative and quantitative methodologies.Tim O’Rourke is Chief Research Officer at Healogix, a global marketing researchand consulting firm. Tim has a Ph.D. in cognitive neuroscience from Tufts Universityand more than 20 years of experience in basic and applied research. He has morethan a decade of industry experience, delivering accessible and actionableinformation across every major pharmaceutical category. Tim is responsible fordriving research methodology and analysis at Healogix and developing leadingedgeresearch and analytical tools for the company.54

Poster Session - Understanding and Interpreting Language– the Key to EverythingSuggested Audience: Entry/Experienced/AdvancedPoster DescriptionDonna SimpsonPrincipalSegmedicawww.segmedica.comThe words people use can have many different meanings. A conversation ordialogue of even moderate length can form an extremely complex body of concepts.We use linguistic analysis to extract the true meaning of the language being usedand how to interpret it into actionable language. Building this technique into marketresearch provides important insights into human communication and decisionmakingwhich are often overlooked.Applications for Linguistic Analysis help us understand patient language for:• Developing patient education materials• Developing DTC advertising• Identifying the rational and emotional triggers for making healthcare decisions• Understanding the language used by different patient segments for targetingconsumersUnderstand HCP language for:• Developing sales aids and physician support materials• Developing physician advertising• Understanding the language used by different physician segments to strengthentargeting effortsUnderstand the dialogue between patients and physicians for:• Guiding physicians on how to discuss a drug, particularly when there are costs,safety, or side effect issues• Developing tools that can assist patients and physicians to have a moreproductive conversation and overcome barriers to an effective conversation• Anywhere where language is important for a deeper understanding of beliefsand behaviorsLinguistic analysis adds value to research by deepening insights, creating newmessages, enhancing old ones and developing language that resonates with yourtarget markets.Speaker BiographyPrior to joining Segmedica, Donna Simpson had worked in the biologics area forover 25 years, spending much of that time in marketing, sales and market research.In the span of her career, she has managed a large sales force, contributedextensively to sales and marketing efforts for a major division of a biotech supplyfirm while continuing to advance in the areas of marketing research using her skillsto devise strategies for improved ROI’s. One of the key areas she has spent time onin her former career was marketing strategy, assisting in the emergence of a newmarket for many products and services 55 to the pharmaceutical and biotech industry.

Poster Session - Thinking Longitudinally: Adding the FourthDimension to Your ResearchSuggested Audience: EntryAmod S. Athavale, B.Pharm., M.S.Doctoral Student, Department ofPharmacy Administration,University of Mississippi School ofPharmacywww.pharmacy.olemiss.eduBenjamin F. Banahan III, Ph.D.Director, Center of PharmaceuticalMarketing and Management,University of Mississippi School ofPharmacyPoster DescriptionDue to its research intensive nature, the pharmaceutical market is considered to behighly dynamic. Such a market demands research methodologies that can accountfor its dynamism. Two types of longitudinal data analytic techniques are discussedthat support analysis of time as a predictor and as an outcome variable. When timeis a predictor variable – multilevel modeling (or mixed modeling) and latent growthcurve modeling can be used to assess the impact of time on the dependent variable.When time is an outcome (i.e., time to an event), the Kaplan-Meier method and Coxproportional hazards regression can be used to assess the impact of other variableson time to the event. These techniques are frequently used in clinical studies, butare not utilized as often as they could be in marketing research. Some applicationsof these techniques in pharmaceutical market research are provided. Limitations ofsuch methodologies are also discussed.Speaker BiographiesAmod S. Athavale is a graduate student at the University of Mississippi (UM). He iscurrently pursuing a Ph.D. in Pharmaceutical Marketing and Health OutcomesResearch. Amod has a B.Pharm. degree from Mumbai University (2008) and anM.S. in Pharmacy Administration degree from UM (2010). He is also a ResearchAssistant at the Center for Pharmaceutical Marketing and Management at UM. Hisresearch interests include studying patient, physician, and pharmacist behavior,product adoption, promotion, and health outcomes.Ben Banahan is the Director of the Center for Pharmaceutical Marketing andManagement at The University of Mississippi. From 2000 – 2007 he served as aSenior Vice President of Roger Green and Associates. He has a B.S. in Psychologyfrom Louisiana State and an M.S. and Ph.D. in Health Care Administration from TheUniversity of Mississippi. His research interests include pharmaceutical marketing,medication adherence, pharmacovigilance, and health outcomes related tomedication use. He first became involved in PMRG in 1988.56

Poster Session - Managing Market Response to Food and DrugAdministration’s Safety WarningsSuggested Audience: Entry/ExperiencedHafiz A. Oko-osiGraduate Student, Department ofPharmacy Administration, Universityof Mississippi School of Pharmacywww.pharmacy.olemiss.eduBenjamin F. Banahan III, Ph.D.Director, Center of PharmaceuticalMarketing and Management,University of Mississippi School ofPharmacyPoster DescriptionThis poster will demonstrate the importance of pharmaceutical companies managingFood and Drug Administration (FDA) safety warnings by examining market responseto thiazolidinedione warnings and the use of oral antidiabetics.The analysis used 2006 – 2008 data from the Center for Medicare and MedicaidServices five percent national sample of Medicare Part D beneficiaries.Beneficiaries were classified each month based on the FDA safety warning intoappropriate-use, at risk, and contraindicated groups based on the presence ofcertain comorbid conditions. Data were aggregated to monthly utilization rates.Analyses examined the effects of the May 2007 FDA safety warnings about theongoing review of rosiglitazone’s potential to increase cardiovascular risks onthiazolidinedione utilization rates for the different appropriateness of use categoriesusing an interrupted time series model.There was an increasing trend in the total utilization rates of thiazolidinedionesbefore the safety warning. Significant decline in drug utilization rates were observedat the end of the study period for all patient groups on rosiglitazone (relativedifference -74.78%, -79.93%, and -90.21% in appropriate-use, at risk andcontraindicated patient groups, respectively). The intervention did not havesignificant immediate effects on the post-intervention utilization rates of pioglitazone.However, after the intervention, a general decline in utilization of thiazolidinediones,including pioglitazone, was observed.The initial safety warning about rosiglitazone’s cardiovascular safety was effective indecreasing rosiglitazone’s utilization in the targeted population and thus appeared toachieve the desired safety effects. However, the safety warning also had spillovereffects by reducing utilization of rosiglitazone in patients without contraindicationsand reducing utilization of pioglitazone. These spillover effects to pioglitazone weremitigated somewhat by appropriate market differentiation based on patient type.Speaker BiographiesHafiz A. Oko-osi is a graduate of the Department of Pharmacy Administration at theUniversity of Mississippi (UM). Hafiz has a B.Pharm. degree from the University ofLagos (2006). He also has sales and marketing experience in the pharmaceuticalindustry. He has also held a Research Assistant position at the Center forPharmaceutical Marketing and Management at UM. His research interests includepharmaceutical marketing and health outcomes research. Ben’s bio on page 50.57

Antitrust GuidelinesWe organize our conferences to create opportunities for attendees to share with oneanother their technical know-how and even general business knowledge.Historically, we have always remained attentive to antitrust rules in developing andreviewing session content. Outlined below are some of these rules so that you canhave them as well.Federal antitrust laws forbid certain types of collusion and anti-competitivebehavior. Because violations of the laws can lead to severe penalties, tradeassociations such as PMRG must ensure that their meetings do not become forumsfor the forbidden behavior (discussions) by both pharmaceutical companies andmarketing research agencies. We are forbidden from sharing information regardingpricing (especially with a view to engage in price-fixing). We also are forbidden fromdiscussion about dividing market segments among competitors. A more detailed listof the protections that we must enforce at our meetings includes:1. Don't discuss current, future or past prices of particular researchers orpharmaceutical companies.*2. Don't discuss any increase or decrease in prices of particular researchersor pharmaceutical companies.*3. Don't discuss margins or what are perceived as fair profit levels.4. Don't discuss standardizing or stabilizing prices.5. Don't discuss pricing procedures.6. Don't discuss discounts or rebates.7. Don't discuss credit terms.8. Don't discuss controlling sales by vendors -- as to either customers orlevels of sales.9. Don't discuss allocating markets (e.g. by territory or by type of customer).10. Don't complain to a competitor that it’s prices constitute unfair tradepractices.11. Don't discuss refusing to deal with a particular company.12. Don't attend a "rump" session where any of the foregoing may bediscussed.At the very first mention of a forbidden topic at a PMRG event, the peopleconducting the meeting must ensure that the discussion immediately ends._________________________* Pricing of pharmaceutical products may only be discussed within the contextof generalized, de-identified phenomena, analytics and know-how pertaining tothe discipline of pharmaceutical marketing research.58