Geoff Birkett

Join us to hear Geoff Birkett speak on:

Launching products that make a real difference – the critical role of MR insights and BI

Geoff Birkett has over 30 years of experience in the Pharmaceutical and Biotechnology area. He started his career as a Biochemist and then moved into the Pharmaceutical Industry, first as a Sales specialist and eventually running large divisions and Marketing/ R and D units. Geoff has focused on pain/ addiction and neuroscience throughout his career. He has developed and launched several ground breaking therapies; these include Nicorette (POM) and (OTC), Lexapro and Prozac. Since leaving AZ, Geoff has held multiple roles in Biotech Companies as Senior Officer or as a Consultant. Convenor: Erik Holzinger, groupH

HI not AI: How Novartis gets to patient insights by applying Human Intelligence and creativity

Speakers: Sam Knowles, Chief Data Storyteller, The Insight Agents and Beyza Klein, Global Patient Engagement Director, Novartis

This paper aims to tell the inside story of Novartis’ journey over the past two years to empower global, crossfunctional teams to become increasingly patient centric. It details how a hybrid team – across functions inside Novartis and with expert, external support – developed, piloted, refined, and codified the i4i Patient Insights DiscoveryTM process. In its first two years, the process has mostly had a strong patient focus. But it was developed, by design, to be stakeholder-agnostic, also able to surface and articulate patient, caregiver, and healthcare practitioner insights.

Convenor: Stephen Potts, Purdie Pascoe

Paul Griffiths 

‘How to enhance your service to Your Pharma industry clients and stakeholders – 5 improvements and 5 actions which can be implemented today’ is the paper that Paul Griffiths from Client Advocates will present. 

Paul helps leaders of Market Research and Insight Agencies to grow revenues, by implementing
proven growth strategies.

I help Heads of Insight increase their influence and research budgets by creating commercial strategies for insight.

Using Health Information Behaviour to Better Understand Patient and HCP Needs & Decision-Making to Optimize Customer Engagement

Speakers: Martijn Huisman, Associate Director, SKIM and Kirsty Pegram, Director, BMS Business Insights and Analytics, EU Cluster Market Research

Convenor: Elizabeth Kehler, Adelphi Group

Together with Bristol Myers Squibb (BMS) we demonstrate how health information behaviour is applied in market research to understand patient and HCP needs and decision-making in order to optimize customer engagement strategies. This paper brings together findings from recent client projects, a SKIM market research study among physicians in the EU5, Netherlands, and the US, as well as academic theory and research.

Non-consciously oncology: Prevailing behavioural biases in cancer care Speakers: Marianne Ibrahim, Research Director, Oncology and Katy Irving, Global Head of Behavioural Science, HRW

Convenor: Roy Rogers, Research Partnership

Oncology is a unique and specialised area; often facing life-and-death decisions in an increasingly complex treatment landscape: so what drives oncologists’ decisions on how to act? Although often characterised as a ‘pure science’ decision, cognitive biases are systematically uncovered in oncology research. In a review of over 100 oncology projects featuring behavioural science analysis, we highlight the themes that come up most often in oncology compared with non-oncology projects, and how these differ across different contexts (tumour types, areas with more vs less treatment choice, rare vs common cancers) and how anyone working in this space can use this information to supercharge their research.

Shedding light on the subconscious component of thinking with Neuromarketing to support market research in the pharma world

Speakers: Luca Leonardi, Market Insight Business Partner, Novartis and Marina Panizza, Senior Director, Stethos

Convenor: Roy Rogers, Research Partnership

We are led to believe that our analytical thinking is the main actor, but the one who influences most of our choices is actually rapid thinking (system 1) which operates automatically with little or no effort and no sense of voluntary control. Therefore, to understand how we react to stimuli and how we process complex content, we have to go beyond the declared that is the result of analytical thinking. We are helped by neuromarketing, which becomes a useful tool, in synergy with more traditional market research methods, for analyzing and understanding the value of the messages that are conveyed to our recipients.

In this era of patient centricity, do we really understand how patient needs are evolving?

Speakers: Lucy Ireland, Partner, Hall and Partners and Agathe Acchiardo, Think Next

Convenor: Amr Khalil, Ripple International

As pharmaceutical companies are moving to a more patient-centric viewpoint, understanding patients’ needs is critical. A lot of investment now is in pipeline products and treatments that will not be ready for many years. Hence it is really important to understand how patient needs will have changed by the time these treatments are launched to ensure that Go to Market models are effective and the trial end points are those that patients will be looking for.

More than “just” an insight: how a fully integrated client + research + consultancy team went beyond the brief and into action

Speakers: Tom Markham, Account Director and Erin O’Hare, Senior Consultant, Lumanity Consulting

Convenor: Sarah Phillips, IQVIA

Our client needed an ownable, credible voice with consumers in the fight against antibiotic overuse and proprietary data to drive partnership engagement. This paper demonstrates how the combination of Strategic Consulting and social media listening (SML) enabled our client to understand what consumers currently talk about when they discuss two distinct, but interrelated subjects – sore throats and antimicrobial resistance.

Understanding Millennial GPs: The future workforce in a digital world

Speakers: Mandira Kar, Research Director, Research Partnership and Ana Claudia Alvarez, Global Customer Insights, SANOFI

Convenor: Tracy Machado, Elma Research

To explore millennial GPs’ use of digital channels in their interactions with patients, peers and pharma companies, their preferred channels for achieving different goals skill and career development, diagnosis and deciding treatment options, and their expectations of pharma companies in helping them meet patient goals. This paper will help understand how millennial GPs navigate an omnichannel environment and the best way to communicate with them.

Cx – Winning heads and hearts

Speakers: Vivienne Farr, Managing Director, Narrative Health and Florent Buhler, Commercial Excellence Director, EUCAN Oncology Marketing, MSD EUCAN

Convenor: Stephen Potts, Purdie Pascoe

MSD operate in a highly competitive oncology space. Like many, they had tracking data to measure their performance vs. competitors but there was uncertainty as to how this actually translated to the real-world customer experience; both with their products and the company at large. both the internal affiliate and external customer perception of their performance.