Presentation Abstract

Leading research innovation in today’s pharmaceutical company requires market researchers to go beyond simply recommending a methodology, identifying sample targets or producing final deliverables. As our industry faces increasing challenges in getting our quality products to patients, we identified an opportunity to lead an innovative market research solution to support the organization’s need for new perspective on our patients. Our objective: to provide a holistic view of today’s patient to our Marketing teams. The solution: a custom-built, private market research online community of patients on poly-pharmacy.

Yet, how does a market researcher sell “portfolio” insights to brand team? In this session, we will provide an understanding of the factors that helped to contribute to the success of this research initiative as well as a few key learning points that we believe will help our market research colleagues think differently on how to engage their end clients in the process.

Speaker Biographies

Jonathan Israel has over eight years of primary market research experience across multiple sectors, including non-profit, financial and media/technology. In his current role at Takeda, Jonathan supports primary market research for in-market products and also manages portfolio insights for the Business Insights and Strategy team.  Prior to joining Takeda, Jonathan worked as a quantitative Research Manager at Ipsos and Research Analyst at Raddon Financial Group. Jonathan holds two undergraduate degrees in Business Administration/Marketing and German from the University of Illinois at Urbana-Champaign and currently pursuing his M.B.A. at the Kellstadt Graduate School of Business at DePaul University.

Kathy Hannula-Bral has over a decade of experience informing strategic decisions in the pharmaceutical/biotechnology industry and has supported all stages of development – from pre-clinical through marketed products, including multiple product launches. As a Director of Client Services at Communispace, Kathy leverages her industry experience to ensure that insights communities are aligned to pharmaceutical/healthcare clients’ business objectives and priorities. Kathy has an undergraduate degree in psychology from Oakland University and a M.S. and Ph.D. in social psychology from Texas A&M University.