Discover how to balance promotional tactics with brand health
Learn strategic alternatives to price discounting that drive growth during uncertainty.
Are you planning to attend EphMRA 2025? Don’t miss our exciting presentations co-presented with BMS on optimizing prescription strategies and improving patient experience with a 360 approach.
Session 1: Unlocking prescription drivers: Integrating a driver analysis suite with behavioural science
Led by: Daniel Kok, Research Director at SKIM & Bipul Ayan, Senior Manager Market Research EU at BMS
Date & time: June 26; 10:50 – 11:25
In this informative session, Bipul and Daniel will demonstrate how they helped country teams navigate complex challenges when launching a new product into a crowded market.
You will learn how:
- Using both COM-B and a driver analysis will significantly elevate the impact of your ATU program
- Combing a European Bayesian Network with a separate performance versus importance country analysis provides you with the flexibility needed for smaller samples while still delivering robust and powerful insights
- To obtain actionable and impactful insights, it’s essential to combine research expertise with business and domain knowledge
Session 2: The 360° approach: Unlocking the power of patient voice and co-creation
Led by: Emma Keetels, Lead Analyst at SKIM & Nassima Trad, Senior Manager, Market Research, International Market Insights & Capabilities at BMS
Date & time: June 26; 13:55 – 14:30
In this session, Nassima and Emma will showcase the power of a 360 approach to research, focusing on generating and prioritizing ideas to improve understanding of the patient experience. They will share a case study, highlighting the innovative multi-stakeholder approach developed to deep dive into challenges and beliefs within the landscape.
You will learn:
- The importance of keeping all key stakeholders, who are going to work with the recommendations, involved and engaged from day one
- The role of stakeholder immersion and how a change of perspectives and help overcome personal and professional biases
- The power of defining actions by building on different stakeholders’ perspectives versus collecting them in isolation
Our speakers look forward to sharing these valuable insights at EphMRA 2025!
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About the presenters
Daniel Kok
Director, SKIM
Daniel is a Research Director in SKIM’s healthcare team, with extensive experience in the Pharma and MedTech industries. He holds an MSc in Cell Diagnostics and has held diverse roles across Market Research, Business Intelligence, and Competitive Intelligence, both globally and locally. This diverse background gives him a well-rounded understanding of industry insights and business challenges. At SKIM, Daniel leads the EMEA Healthcare team, where he excels in transforming complex research into meaningful recommendations. He is also passionate about mentoring junior colleagues and sharing his enthusiasm for medical market research.
Emma Keetels
Lead Analyst, SKIM
Emma is part of SKIM Healthcare, an insight based consultancy, where she works with a range of healthcare clients. With her biomedical background, she has a well rounded understanding of the healthcare landscape. Emma loves solving puzzles and tackles her clients’ business challenges in the same way to create impactful and actionable insights.
Bipul Ayan
Senior Manager Market Research EU, BMS
Bipul is a part of the Business Insights & Technology Team of Bristol Myers Squibb. He holds a Bachelor of Technology degree and possesses extensive expertise in analytics and primary market research. Bipul specializes in the Immunology therapy area and has a proven track record in both qualitative and quantitative market research, having worked on both the agency and client sides. His passion lies in uncovering actionable insights that empower businesses to make informed decisions for the benefit of patients.
Nassima Trad
Senior Manager, Business Insights & Analytics, BMS
Nassima is part of the Business Insights & Analytics Team of Bristol Myers Squibb. She holds a MSc in International Management and has an extensive experience in various functions including Forecasting, Competitive Intelligence, Marketing, and Market Research, both at global and local levels, providing her a broad understanding of the pharmaceutical business challenges. Nassima is strongly results oriented, she enjoys navigating through diverse business questions with a blend between team-play, knowledge management, and mature and independent approach to complex situations.
