How are today’s leading pharma companies enhancing their customer engagement strategies?

By deep diving into the specific information behavior needs of patients and healthcare professionals, marketers are uncovering hidden insights to prioritize communications and channel strategies.

In our co-presentation with Bristol-Myers Squibb (BMS), we will share what insights professionals need to know about health information behavior and how it can improve market research outcomes.

You will learn how BMS used this new approach to optimize its segmentation, messaging and channel strategies in the chronic disease and cardiovascular indications.

Register for EphMRA 2023 to learn how you can apply health information behavior insights to improve your brand strategies.

Date & Time: 28-June | 10:05-10:40 UK time

What you’ll learn:

  • How health Information needs and individual’s health orientation can influence patient and HCP decision-making
  • How applying the health information behavior framework in market research can capture more granular insights into customers’ information needs and preferences.
  • Real-world case studies from BMS showcasing the practical application of health information behavior in informing customer engagement strategies and product launches.

About the presenters

Kirsty Pegram, Director BI&A, EU Cluster Market Research

Kirsty is the director of Business Intelligence and Analytics, including Market Research, of the EU Cluster at Bristol Myers Squibb. With over a decade of experience in the pharmaceutical industry, Kirsty brings a wealth of expertise in driving evidence-based decision-making through market research.

Martijn Huisman, Associate Director, SKIM

Martijn is Associate Director within SKIM’s Global Healthcare practice. He partners with pharmaceutical and med-tech companies to deliver insights across the entire product lifecycle. He has eight years of healthcare market research experience and holds a PhD in health communication and information behavior.

Beyond the buzzword: Can behavioral science improve pharma forecasts?

Forecasting pharmaceutical product performance is a challenging task that involves various uncertainties. While mathematical models have been widely used, accurately predicting human behavior remains a significant challenge.

Can the intersection of behavioral science and forecasting unlock innovative strategies for success?

In this roundtable discussion, we will explore the potential role of behavioral science in pharmaceutical forecasting. Our experts will share how pharmaceutical companies are leveraging new behavioral frameworks to deliver more practical and actionability forecasts.

What you’ll learn:

  • How behavioral science and the practical application of psychological frameworks can uncover valuable insights into HCP behavior during product evaluation.
  • How non-clinical factors impact product uptake and how to best capture these needs into forecasting models.
  • Real-world case studies of how brands are successfully integrating behavioral science in pharmaceutical forecasting today.
  • How the behavioral COM-B model can be a powerful addition to traditional forecasting approaches.

Date and time: 28- June | 14:40-15:15 UK time

About the presenters
Céline Talon- Associate Director

Céline is an Associate Director with a wealth of experience in the healthcare industry. With a strategic and forward-thinking approach, Céline brings expertise in qualitative and hybrid market research that drives innovation to translate insights into actionable outcomes.
She actively engages in thought leadership and knowledge-sharing, contributing to the industry’s advancement. Don’t miss the opportunity to connect with Céline and gain valuable insights into the future of healthcare.

Ivo Moes- Manager

Ivo is a research manager with extensive experience in both quantitative and qualitative healthcare market research. He has been at the forefront of numerous innovative projects and is dedicated to driving excellence in healthcare. Connect with Ivo at the conference to learn from his expertise and valuable insights.