6th EphMRA Germany Chapter Meeting
March 23rd 2017
The meeting is convened by:
Venue:
Yvonne Engler, Bayer Pharma AG
Dr. Barbara Lang, Point-Blank International
Katja Birke, Produkt + Markt
Werner Braun, Sanofi-Aventis
Umweltforum Auferstehungskirche
Pufendorfstrasse 11
1029 Berlin
Time
08.45 - 09.15
09.15 - 10.00
10.00 - 10.10
10.10 - 10.15
Convenors: All
10.15 - 11.15
Agenda
Welcome Coffee - Foyer, Great Hall
Seminar 9
Great Hall
Full Members Forum - discussion and opportunity
to network
Associate Members Forum - discussion and
opportunity to network
Topic for discussion - input from agencies about
the State of the Industry and Procurement
discussions
Topics for discussion - input from agencies about
the State of the Industry and Procurement
discussions
Convenors: Werner Braun and Yvonne Engler
Comfort break
Welcome and introduction to the day - Great Hall
Convenors: Barbara Lang and Katja Birke
Session 1: State of the Industry - what does the future hold?
Speakers: Petra Leiding, Teva; Joachim Rittchen, Roche Pharma; Werner Braun, Sanofi-Aventis
This session will discuss and explore a range of views about the industry’s future and will provide a
stimulating forum for everyone to exchange their views.
The session will explore the following: Has market research become a devalued profession? How do
those working in market research feel about how they are valued internally and externally? How can we
increase the perceived value of what we do?
11.20 - 11.50
11.55 - 13.00
Convenor: Barbara Lang
Networking Coffee Break - Foyer, Great Hall
Session 2: Insights from industry - Procurement and RFPs
Speakers/panellists: Bettina Weskamp and Thibaud Schulz, Sanofi-Aventis; Yvonne Engler, Bayer
Pharma AG; Constantin Peter, Psyma and Atanaska Gospodinova, Ipsos Healthcare
We all recognise what it is like to be a part of the MR procurement process - it’s an established part of
our business. This session will be an introduction to the issues faced.
From the pharma side: we will be aiming to hear about how the collected information is analysed and
what are the resulting insights which aid decision making? When evaluating methodologies, how is
innovation embraced in the procurement process? It is often said that the more innovative approaches
usually cost more and so how do these fit into benchmark pricing structures? Our industry wants to
encourage and develop innovation and so how has the procurement process adapted for this? Are rate
cards flexible and adaptable to new and state of the art approaches?
EphMRA Germany LCM 23rd March 2017 - Agenda - 28 February 2017
For suppliers: How has the procurement process from the suppliers point of view evolved over recent
time? What are the trends? How easy is it to supply the requested information - when does it become
more of a challenge? Extent to which there is opportunity to propose innovative approaches in a
competitive bid process - how is this best handled?
13.00 - 14.00
14.05 - 14.45
Convenor: Katja Birke
Networking Lunch - Foyer, Great Hall
Session 3: Driving digital listening approach to maximum: Generating in-depth insights of difficult to
reach target groups and sensitive private topics
Speaker: Stephan Krämer, Teamlead Market Intelligence, AbbVie Deutschland GmbH & Co.KG
Pharma market research - especially with patients - faces challenges and limitations to conduct
interviews and to obtain genuine insights. Digital listening offers an indirect research approach to
overcome various hurdles. This paper outlines how digital listening has impacted the way a
pharmaceutical company such as AbbVie can generate key insights and rethink market research for
patients.
14.50 - 15.30
Convenor: Barbara Lang
Session 4: Co-Creation - The Fast Track to Better Results
Speaker: Johanna Glaser, Point-Blank International
Work together with your customers to create true value in a more agile and innovative way!
Johanna will explain why co-creation is a valuable tool to develop innovative ideas which focus on your
customers needs. Co-creation closes the gap between companies and their customers by bringing
knowledge from all relevant parties together in a workshop: Insight expertise from research agencies,
strategy and tactical know-how from company experts and of course the needs and everyday practices
directly from your customers. Because who would know better about their daily routines and struggles
than the customers themselves? By involving them right from the start and working with them directly in
an iterative process co-creation blurs the lines between research and the development process.
Generated insights are directly translated into new concepts and approaches that again can be discussed
and improved right away: for a faster and more agile translation of customer needs into customer
focused strategies and tactics.
Convenor: Yvonne Engler
15.35 - 16.15
Session 5: Theatre as market research. Experiment and event!
Speakers: Michael Siewert, Medpirica and Oda Ostermann, GSK
The direct (re-)experiencing of concrete situations given in role plays helps participants to reflect their
own experience and behaviour and to reproduce them comprehensibly. A role play approach is
therefore predestined for basic studies. But physicians sometimes show difficulties both to abandon
their rationally focused self-perception and to offer the whole bandwidth of emotional factors
influencing their actions. On a theatre stage this is easier for the participants - with further desirable
effects which we will illuminate.
16.15 - 17.00
Convenor: Werner Braun
Farewell Drink - Foyer, Great Hall - Have a safe journey home!
EphMRA Germany LCM 23rd March 2017 - Agenda - 28 February 2017