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April 2009 |
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Presented by Doug Willson, Ph.D.
SVP, Marketing Science
Tuesday, April 28
11:15 a.m. – Noon
In today's challenging business environment, pharmaceutical manufacturers have increasingly turned to early-stage market research to help identify the most promising development options from a commercial perspective, and to provide information about the impact of alternative clinical trial designs and results on future market opportunities. Choice modeling is often used as the basis for these early-stage forecasts; since clinical characteristics of drugs in development are still largely unknown in early-stage research, choice modeling is attractive because it can be used to develop forecasts for many different possible clinical measurements, product characteristics, and competitive scenarios.
Dr. Willson’s presentation will demonstrate how risk analysis tools can be combined with choice models developed from primary market research to help improve early-stage pharmaceutical market forecasts and allow manufacturers to make better investment decisions. More specifically, the presentation will show how risk analysis can be used to provide:
1) More accurate estimation of expected market shares
2) More thorough sensitivity analysis surrounding the drivers of market potential
3) Better identification of crucial valuation thresholds |
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Presented by John Fracek
AVP, Research and Consulting
Sunday, May 17
2:00 – 4:00 p.m.
Innovation remains the key to the growth of the pharmaceutical industry. But in these uncertain times - when resources are limited, expectations are high and, business climates are unsettled - innovation must now be driven by real needs in the market. True innovation will require us as marketing researchers to aid our clients in uncovering needs that may not be so obvious.
Mr. Fracek's presentation will show PBIRG attendees how to combine an array of methodologies in order to uncover unique needs and help their clients identify where to focus their limited development resources. Some methodologies that will be discussed, specific to uncovering "unmet needs" include:
ETHNOGRAPHY-INFORMED RESEARCH
- How does your product impact a patient's life?
- What other members of the patient's social network impacts adherence and success of treatment?
- What are the issues in patient-physician contacts that work positively and negatively on treatment success?
NEEDS-FOCUSED KOL INTERVIEWS
- Rather than beginning with KOLs, whose points of view have defined the current needs to meet, develop the list of unmet needs and hypothetical solutions "down the food chain"
- Then, consult "upwards" with treating physicians and KOLs to brainstorm solution refinement and implementation
EMOTIONAL ELEMENTS RESEARCH
- Using projective techniques to identify needs or perceptions not identified during a conversational interview
- Patient research to uncover barriers to compliance and effective treatment
- Physician research to understand the emotional elements surrounding brands and prescribing dynamics
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GfK Healthcare will also participate in the PBIRG Poster Showcase, which is an opportunity to share best practices, innovative techniques, methodologies and business insights. Stop by to meet company representatives who will discuss the following:
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May 17 and 18
Topics Presented:
- Getting Full Value from Perceptual Mapping
- New Tools for Pricing Research in Pharmaceutical Markets
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We encourage you to take a look at the full conference programs for PMSA and PBIRG and consider joining GfK Healthcare and hundreds of other industry colleagues at this year’s sessions.
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GfK Healthcare to Present at Spring Conferences: PMSA and PBIRG
