The authenticity gap: What Gen Z really thinks about your brand
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Tackling market unpredictability: An integrated forecasting approach
How do you reliably forecast adoption when markets are unpredictable? At the EphMRA chapter meeting in Basel, we’ll share how Bayer and SKIM collaborated to combine conjoint analysis with sales data to solve this challenge in the MRI contrast agents market.
About the presentation
Session title: From stated preference to real-world adoption: An integrated forecasting approach
Led by: Matteo Fabiani, Associate Director, SKIM; Chris Jubic, Director of Market Intelligence – Radiology, Bayer U.S. LLC
Date & location: Thursday, September 25, 2025 at EphMRA Basel Chapter Meeting (on the Roche campus)
What you’ll learn
In this innovative session, we will demonstrate how we overcame the critical limitations of traditional forecasting approaches that rely on static overlays of HCP preferences onto historical sales data. Using the US MRI contrast agent market as a compelling case study, we’ll showcase the value of a sequential conjoint-based forecasting model that dynamically adapts to real-world market evolution.
What are the benefits for pharmaceutical and med-tech companies?
This approach offers a more reliable and versatile methodology to support launch planning, competitive positioning, and pricing strategy – helping you anticipate disruption, identify critical uptake barriers, and make faster, evidence-based commercial decisions.
In the session you can expect to hear more about:
- How to move beyond simplistic forecasting that assumes immediate and uniform market shifts
- Why conventional approaches fail to capture time-lagged uptake, competitive landscapes, and procurement dynamics
- The power of integrating primary HCP preference data with historical sales trends using event-driven simulations
- How to simulate multiple future scenarios while accounting for interrelated market events over time
- Practical guidance to maximize strategic value from data you’re already collecting
If you can’t attend the event but you’re interested to know more, please contact Matteo Fabiani for a copy of the paper or a summary of the event.
Matteo Fabiani
Associate Director, SKIM
Matteo holds a BSc in Sociology (Hons) and an MSc in Social Research Methods from the University of Surrey, where he specialized in quantitative and qualitative research methodologies, statistical modeling, and survey design. As an Associate Director at SKIM Group, Matteo is one of the leads in the Healthcare division, focusing on strategic growth, client relationships, and research excellence.
Chris Jubic
Director of Market Intelligence – Radiology, Bayer U.S. LLC
Chris is an experienced market intelligence professional with a strong background in the healthcare and life sciences industries. He currently serves as Director of Market Intelligence at Bayer (August 2024 – Present), following previous roles as Associate Director (May 2021 – August 2024) and Senior Manager (October 2018 – May 2021) within Bayer’s U.S. Radiology division. Over his 12+ years at Bayer, he has developed deep expertise in market research, competitive analysis, and strategic insights to support informed business decision-making.
