Presentation Abstract

People have a million rationalizations why they choose one brand over another and why they do or don’t take their medications as prescribed. Breaking through to influence and change behaviors requires a deeper understanding of consumer motivations and why their healthcare decisions just don’t make sense. This is the case when nothing is as it seems and conventional wisdom proves less than wise. 

This presentation will reveal how advanced, untraditional Emotional Inquiry research techniques are being used to address long-standing pharma business challenges and will inspire new comers how the world of subconscious research can be applied in very practical ways. Traditional research still has a role, but it does not get all the answers needed to gain the insights to move business challenges forward. Emotional Inquiry research yields insights into the emotional drivers or “whys” behind human behavior and transcends the superficial and predictable information we can get stuck on as researchers.

Speaker Biographies

Laura Sullivan is a Group Manager Patient Insights, responsible for building and leading the Patient Insights function at Genentech.  Her team is dedicated to representing the voice of the patient and helping brands turn insights into organizational action. This team currently supports a variety of therapeutic categories across Genentech’s portfolio including: Oncology, Virology, Cardiovascular and Neuroscience.

Laura is the former Consumer Insights lead for Enbrel and the Women’s Healthcare Franchise at Wyeth Pharmaceuticals. She has spent her entire career in pharmaceutical market research in a variety of roles on both the supplier and manufacturer sides of the industry.

Laura holds a B.S. in Management of Information Systems and a M.B.A. from St. Joseph’s University. Laura has been nominated for various Excellence Awards at Genentech was named PMRG’s 2010 Market Researcher of the Year.