Presentation Abstract

Healthcare market research is on the cusp of profound change brought about by the demand for deeper and more actionable insights and the driving force of technology.

In this session we will review the changes that impact, or are about to impact, qualitative and quantitative data gathering and data analysis and give examples of how they are changing the face of market research. We will review the effects of:

• The advances in market research technology
• Remote data gathering devices
• Analytical and linguistic software
• Online tools that merge techniques
• Evolving knowledge of human neuro-circuitry
• Multi-modality research – combining techniques for maximum insight

The purpose of this session is to provide an overview of the coming changes to how market research is conducted. The session will enable attendees to consider the personal and company developmental steps that will be necessary to adapt to and manage the new research environment with examples and mini case studies. We will discuss the need to retrain and prepare for a changing research world, both client and agency side. The discussion will include how the relationships between manufacturers and agencies is changing, how to plan for new and multiple modalities of research and how to present the results of studies drawing more heavily on the social and psychological sciences.

This session will be of value to anyone managing an agency or a manufacturer side research group as well as to anyone considering how to advance their career in healthcare market research.

Speaker Biographies

Thirty five years of business experience have taken Peter Simpson all over the globe. He has lived and worked in the US, UK and Belgium. He has operated in most of the world’s major markets, including Japan and all of Europe. Most of his career has been spent in the Specialty Chemical, Pharmaceutical, Medical Device and Biotechnology areas. His experiences have included the General Management of major businesses, CFO of several companies, Strategic Planning Executive for businesses up to $2.5BN of revenue, as well as acquisitions and divestments, all within the precursor units of AstraZeneca. He is a member of the Royal Institute of Chartered Management Accountants.

He has been Director of Marketing at Life Technologies Inc., a global supplier to the Biotechnology and Biopharmaceutical industry and Vice President of Consulting and Market Research at Lowe Healthcare, one of the world’s largest medical advertising agencies. His client experience includes AstraZeneca, Schering Plough, Johnson and Johnson, TAP Pharmaceuticals, Boston Scientific, C R Bard, Pfizer, Merck and many more leading companies. He has also worked with HMO’s, Hospitals and Physicians’ Practices.

Peter’s skills include strategic planning processes, branding issues, healthcare marketing and innovative market research. In over a decade of consulting with the healthcare industry he has conducted numerous research projects of all types and is an experienced interviewer and facilitator.