The PBIRG 2017 Fall Education Workshop Series and Networking Reception

Thursday — September 14, 2017

Registration Is Open

Register Early — Space Is Limited!

Session 1 (3–3.45p)

Beyond the Keyword: Experience, Identity, and Personality on Social Media

Presented by
Julie Coulter, Managing Director
and
Brian Koch
Research Consultant
Shapiro+Raj New York

Researchers are eager to integrate social insights into marketing efforts, and this presentation will show you how. We will take a broader view of social data that pivots on its richness as a dataset — not just reporting volume and sentiment or looking for search keywords to purchase. The presenters will also share the secrets to finding relevant social participants — along dimensions of experience, identity, and personality — and how to best interact with them. Through a case-study based presentation, you will leave with a fresh perspective on social data and will return with ideas for creative research approaches to yield social insights. Whether your organization is just starting to closely analyze social data or your Twitter acumen is “presidential,” we invite you to join our conversation.

 


Session 2 (3.45–4.30p)

Launching an Oncology Brand – Get It Right Using Big-data (GRB)

Presented by
Shweta Nanda, Associate Director
CE Analytics
and
Nitin Choudhary, Principal
Commercial Effectiveness
Symphony Health Solutions

In today’s challenging environment, it is difficult for a newly launch brand meet the forecasted expectation. For a pharmaceutical company, therefore it becomes essential to design optimal and well informed brand strategy ahead in order to capture full value of the brand. Given the high risk of making an un-informed decision it becomes critical in Oncology to understand and react to this dynamic environment.

In the workshop we will showcase a three-fold approach to build a solution that helps brands to capitalize on the full potential of a new launch brand. The approach includes the following three pieces that work in tandem:

  • Understand: What are the patients that can benefit from the brand and where are my leverage points?
  • Execute: How can we find those patients and activate the physicians and educate them about the benefits of my brand in real time?
  • Enhance: How can we understand the brand performance and use the learning to enhance our execution?

This will enable the clients to:

  • Identify and quantify key leverage points and patient cohorts of interest
  • Optimize marking spend by stakeholder at a regional level
  • Pinpoint engagement timing to maximize promotional levers
  • Track and reallocate resources based on performance

Thus to be informed, focused and optimize their promotional efforts in the right direction and enhancing brand’s commercial potential over time.

 


Session 3 (4.30–5.15p)

Behavioral Echo-nomics: Amplifying Your Customers’ Voices

Presented by
Sadeq Rahimi, PhD, Senior Social Scientist
Social Science Lead
and
Caroline Morgenstern, VP, Client Services
in-sync

Behavioral Economics (BE). It’s the big topic of 2017. Everyone seems to be talking about it; selling it; buying it; wanting it. But what IS it? Is it a flash-in-the-pan trend — the pet rock of the social sciences? Or is it worthy of all the buzz?

At its core, at least within the customer insights world, BE is the mapping of decisions. It’s that simple. And it’s that complicated. At in-sync, we’ve found that BE dovetails beautifully with what we’ve been doing for over 25 years — using a Social Science lens to get a deeper understanding of people’s attitudes and behaviors. BE allows us to unearth the deeper psychology of decision making beyond self-reported rational and emotional factors. This perspective and its methods help us to contextualize what “BE-ers” call behavioral irrationality: decisions that that tend to fly in the face of reason and can’t be made sense of without understanding the biases and heuristics (mental shortcuts) that guide human behavior.

In this session, we will share with you how we think about BE; when we’ve used it; and why it’s so important to understanding decision making.

 

PBIRG Fall Education Workshop Series
and
Networking Reception

Thursday — September 14, 2017

Bridgewater Marriott
700 Commons Way
Bridgewater, New Jersey

Fall Education Workshop Series
3 – 5.15p

Networking Reception
5.30 – 7.30p

REGISTRATION

Pharma Industry and Biotech Members

Fall Education Workshop Series and Networking Reception

Affiliate Members

Fall Education Workshop Series

Networking Reception

Attendance for Both

Non-Members

Fall Education Workshop Series

Networking Reception

Attendance for Both

Registration is required

*$100 cancellation fee after September 12

 

Complimentary*

 

$245*

$125*

$325*

 

$295*

$135*

$395*

 

 

Register now

 

Presenter Bios

Session 1
Julie Coulter, Managing Director bio
Julie has over 20 years of experience in global strategy, marketing, and market research in the pharma, IT/telecom and entertainment industries. After 10 years developing client-side expertise at Novartis Consumer Health, she brings an invaluable ability to generate strategic insights and ideas, and to use storytelling to translate complex information into highly relatable findings. Julie has an M.S. in Statistics for Marketing Research from the Stern School of Business at NYU, and a B.S. in Marketing from Rutgers University.

Session 1
Brian Koch, Research Consultant bio
Brian is a research consultant with a background in qualitative data collection and analysis. Currently, he leads the design of digital research and develops the firm’s methodologies to harness its insights. He is also a professionally trained moderator and has over 10 years of experience in custom qualitative research for the biopharmaceutical industry. Brian holds an undergraduate degree from the University of Wisconsin-Madison and an M.A. in Communication Studies from Ball State University.

Session 2
Nitin Choudhary, Principal, Commercial Effectiveness bio
Nitin has more than 11 years of experience in consulting & analytics focused on life-science sales and marketing. He has experience in leveraging a variety of frameworks, tools, and methods to address a range of business issues across the Healthcare industry. He has expertise in variety of commercial effectiveness solutions ranging from patient journey, market assessment, segmentation, referral mapping, payer analytics, sizing, call planning, alignment and incentive compensation across variety of therapeutic areas. He is proficient in designing and execution of strategic and tactical projects. He led large scale commercial model transformation and promotional strategy research including product launches, sales force expansions, re-organizations and roll out of new sales teams. He holds expertise in end to end projects planning and capability development.

Prior to joining Symphony health solution, Nitin worked with marketRx (a Cognizant company) where he worked across multiple clients and was responsible for managing client relationship, project delivery, overall account management and growth.

Nitin has earned his Integrated M.Tech. and B.Tech. in Mathematics and Computing from Indian Institute of Technology, Delhi, India.

Session 2
Shweta Nanda, Associate Director, CE Analytics bio

Shweta has more than 12 years of experience in global life sciences commercial analytics and consulting. She has comprehensive expertise in sales and marketing analytics that includes patient and physician triggers, targeting, sales force alignment, sales force sizing, field personal selection, quantitative and qualitative market research and reporting.

Prior to joining Symphony Health Solutions, Shweta worked with marketRx (a Cognizant company) where she worked across multiple clients and was responsible for client management, project delivery and team management.

Shweta has earned her Bachelors in Mathematics from St. Stephen’s College, Delhi and Masters in Mathematics from Indian Institute of Technology, Delhi, India.

Session 3
Sadeq Rahimi, PhD, Senior Social Scientist, Social Science Lead bio

Sadeq is a researcher, scholar and clinician with doctoral training in transcultural psychiatry, postdoctoral training in global health and social medicine, clinical training in psychoanalysis, and over 10 years of university teaching experience in medical anthropology and psychiatry. He has researched and published extensively on a variety of topics including culture and mental illness, health service systems and policies, group identity and collective self-esteem, as well as religion and spiritual experiences, cultural diversity, political subjectivity, and radicalization.

Sadeq did his MSc and PhD in Transcultural Psychiatry at McGill University, Postdoctoral training in Global Health and Social Medicine at Harvard Medical School, Research Fellowship in Middle Eastern Studies at Harvard University, and Psychoanalytic Clinical Fellowships in Montreal and Boston Centers.

Along with working with in-sync, Sadeq also holds a visiting professor position at the Department of Global Health and Social Medicine, Harvard Medical School.

Session 3
Caroline Morgenstern, VP, Strategic Client Services bio

As a seasoned marketer with a deep understanding of the pharmaceutical sector, Caroline is passionate about working with client to find innovative solutions and creative brand opportunities that drive success. Her flair for combining honed strategic insight and empathetic understanding of the illness experience has been unleashed in many research challenges including pipeline exploratory and foundational insights, emotional journeys, brand choice drivers and barriers, positioning and messaging, as well as integrating findings into brand / portfolio and strategic planning work sessions.

Prior to joining in sync, Caroline spent +15 years in various strategic communications and marketing roles within both the client and agency worlds: she held progressive brand management positions with both AstraZeneca and Wyeth Pharmaceuticals and spent four years in Singapore as the healthcare practice Director for Ruder Finn Asia, an independent global public relations firm.

Caroline holds a BScH in Biological Sciences (Pharmacology) and Psychology from the University of Alberta.

 

Register now