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EphMRA full and associate members offerBook 3 delegates at same time from same company and pay only for 2
Offer for EphMRA full and associate members and all non members10% discount is available to two or more delegates attending from the same
company booked at the same time (does not apply if you book 3 for price of two)
www.ephmra.org
European Pharmaceutical Marketing Research Association
Module Four
Intermediate Level Course
"Understanding and Using Desk Research"
Programme & Registration Form
Venue - Sheraton Hotel and Towers
Brussels, Belgium
1 February - 2 February 2006
Save Money:
Register before 1 November 2005 to obtain early bird fee
"Understanding and Using Desk Research"
In answering business questions, pharmaceutical company researchers need to have a good understanding of
sources available and which type of sources can be utilised for specific business questions. For example, in
making decisions about business which compounds offer the most promise pharmaceutical company executives
usually need to understand market potential based on both primary research and desk research.
Desk research is a systematic examination of all available sources and data in the context of a particular business
/ marketing research problem. Sources for desk research are practically endless: include epidemiology data,
audit/panel data, all published statistics etc. We will be including a review of desk research sources in the
workshop.
Often the market analysis is required quickly, as with an in-licensing opportunity, so that timely decisions can be
made. How can the analyst make the best use of his/her time in delivering the results?
This course is organised into five main sessions:-
1. Scope of desk research, problem definition/clear objective setting and defining and reviewing of types of
desk research sources and their utility
2. In-licensing desk research an important area for desk researchers currently
3/4 New Product Development followed by Currently Marketing Products highlighting specific desk research
needs and approaches within these lifecycles
5. How analyses from available sources can be integrated into models
There is such a vast amount of information available, particularly through the Internet, and information needs may
cover a range of target groups. This course should help the pharmaceutical company analyst with these
challenges.
Workshop Objectives
At the end of the workshop, delegates will understand
• How to go about developing clear-cut objectives for a desk research project
• How to know which sources to use and to assess the value of each in a critical manner
• How to go about integrating the various information sources into a comprehensible and reliable market
picture and how to integrate primary and secondary research data
Who should attend?
The course is aimed at experienced Market Researchers or Marketing personnel from pharmaceutical
companies. Market researchers from agencies may find it useful to attend, but they should bear in mind that the
primary audience is anticipated to be personnel from pharmaceutical companies. Anyone can attend, but
EphMRA Full and Associate Members have priority for places. Typically delegates would already have a basic
understanding of desk research and would regularly be faced with a requirement to undertake or organize desk
research projects. The interactive format of the workshop will allow for a maximum of 30 people to attend.
Course Convenors and Course Organiser
The course is being convened by members of the PRM&T Committee:-
Semra Grundy - Allergan - UK, Janet Wagster - J Wagster Consulting - UK and Peter Winters - Brand
Health International - UK
Janet Henson - Course Organiser
Introduction
Course Programme
Wednesday 1 February
08.45 - 09.00
09.00 - 09.15
09.15 - 09.25
09.25 - 09.40
09.40 - 10.10
10.10 - 10.25
10.25 - 10.45
10.45 - 10.55
10.55 - 11.45
11.45 - 12.30
12.30 - 13.30
Registration - Welcome Desk
Role of EphMRA and Course Introduction - Janet Henson - EphMRA
Overview of Course - Course Convenors
Session One - Getting Started - Chair - Semra Grundy
Role and importance of Desk Research: Where does it fit in whole marketing research / business
information function? - Janet Wagster – J Wagster Consulting - UK - This presentation is to outline the
role scope and importance of desk research and to establish what delegates are currently involved with in their
routine work and which data sources they are familiar with, actively utilise and in which circumstances, in order
to gain an understanding of particular areas of interest to delegates.
Syndicate Groups - A typical desk research request - approach and execution
Coffee
Syndicate Feedback from Delegates
Convenors comments and review of syndicate feedback
Project Brief and Project Scope: the process from getting a brief, determining the key objectives and
information needs through to presenting data - Speaker to be announced - The presentation will focus
on the importance of research problem definition and how to obtain a full and detailed brief, what the brief
should contain, through to defining the key aims and objectives. The premise being the better the brief the
better the job, with less time wasted and to ensure the research meets the decision-making need. Defining
how to take stock as the research progresses, deciding what you have learnt and which data you lack, what
important information is still missing and concentrating your remaining time most usefully.
A Review of desk research sources - differences and appropriateness for use, advantages and
disadvantages of identifying and accessing relevant and reliable secondary information within the
Pharmaceutical Company - Janet Wagster - J Wagster Consulting - UK - this presentation will cover the
myriad of desk research sources available to the Pharmaceutical Company Market Researcher, whilst providing
an insight into the utility and application of the data in addressing information needs.
Lunch
"Understanding and Using Desk Research"
Course ProgrammeCourse Programme
13.30 - 14.30
14.30 - 14.45
14.45 - 15.25
15.25 - 15.35
15.35 - 16.25
16.25 - 17.20
17.20 - 17.30
19.10
19.30
How to best utilize epidemiology data sources, what are the common rules? - This presentation will
focus on when, how and where to use epidemiology data and how it fits against other data sources - Michael
McGuill - Decision Resources - USA
Freely available information on the Internet - some advantages, some pitfalls - Xander Raymakers -
NV Organon - The Netherlands - This presentation will review relevant and useful data freely available on the
Internet from an experienced company researcher.
Best search tips for the Internet and IT tips, highlighting the advantages of using a Subscription
Database - Stephane Jouanin - Dialog - France - This presentation recognises that any researcher involved
in desk research will now initiate the process by going on-line; the benefits of electronic searches using
keywords are enormous. Even when skilled in on-line usage, costs can mount up in a search and perhaps only
with limited useful information actually produced. The presentation will highlight the role of Database Suppliers
and their advantages over random searches, whilst bearing in mind that no database is comprehensive to use
or start with: there is a lot of choice. A look also at how to avoid the syndrome of ‘if it is not on the computer
and therefore it does not exist’ - databases are best used as well as conventional library and Internet sources.
Coffee Break
Session Two – In-Licensing – Chair – Janet Wagster
In-Licensing - a review of the requirements and the factors specifically for an in-licensing project -
Catherine Franeau - UCB Pharma - Belgium - This presentation will review the procedures required to
evaluate an in-licensing opportunity, identifying the process as a whole and what information will be required
though epidemiology, pricing, legislation, sales and medical data, competitive intelligence through to NPV, within
the timeline constraints so often imposed.
Syndicate Groups - an in-licensing opportunity - including coffee
Syndicate Group Feedback and Review session with the convenor panel
Meet in Hotel Lobby for departure to Restaurant
Welcome dinner
"Understanding and Using Desk Research"
Course ProgrammeCourse Programme
Thursday 2 February
08.30 - 10.00
10.00 - 11.00
11.00 - 11.30
11.30 - 13.00
13.00 - 14.00
14.00 - 15.00
15.00 - 15.15
15.15 - 16.15
16.15 - 16.45
16.45
Session Three - New Product Development - Chair - Semra Grundy
New Product Development - identifying the key milestones for desk research information and the
type of input required - Chris Teale - Allergan - UK - this presentation will look at the milestones within the
product evolutionary lifecycle and pinpoint what desk research is required for New Product Development, for
what purpose and what type of data. Data sources will be reviewed together with best practices for data
collection, analysis and presentation.
Syndicate Groups - New Product Development - a case study and coffee
Syndicate Group Feedback and Review session with the convenor panel
Session Four - Current Products - Chair - Peter Winters
Current Marketed Products - How to look after the brand franchise and building the brand - the role
of desk research - Speaker to be announced - how desk research search plays a role in protecting and
building the brand, though post launch to patent expiry and beyond. What data is required, when, why and a
review of data sources, analysis techniques and presentation including how to integrate primary research.
Lunch
Syndicate Groups - Brand Franchise Protection - a case study - with coffee at 14.45
Syndicate Group Feedback and Review session with the convenor panel
Session Five - Making it happen - Chair - Janet Wagster
Integrating the analyses into models - Gary Johnson - Inpharmation - UK - This presentation looks at
bringing desk research together and integrating into models and how to make sure that you can synthesise the
desk research and other information obtained from primary research into a reliable picture, and to make the
results action-orientated.
Course Summary - Convenors
Wrap up and close
DISCLAIMER:
EphMRA reserves the right to change or cancel all or any part of the workshop program
without notice.
"Understanding and Using Desk Research"
All delegates who successfully complete all days of the workshop will receive a signed certificate from EphMRA.
Logistics
• Workshop Dates 1 February 2006 - 2 February 2006• Early Bird cut off date - 1 November 2005• Registration 1 February 08.45 - 09.00hrs• Start of workshop 1 February 09.00hrs• The workshop ends 2 February 16.45hrs
The course will take place at the Sheraton Brussels Hotel and Towers: -3 Place RogierB-1210 BrusselsBelgiumTel + 32 2 22 43 111 Fax + 32 2 22 43 456
The hotel is centrally located, 500 meters on foot from the Gard du Nord; you can catch a train from BrusselsZaventem airport to the Gare du Nord. By taxi it is 25 minutes drive from the airport. By car there is a public carpark (Rogier) opposite the hotel. By underground go to the Rogier station located next to the hotel.
Registration for the workshop can be accomplished by filling in the enclosed registration form by fax or post oryou can register on-line at http://www.ephmra.org
To obtain the reduced early registration fees, you must register and pay prior to 1 November 2005. For registrations after this date a higher fee will be charged, so register early.
On receipt of your payment your participation will be guaranteed, a confirmation form will be sent to you. Places cannot be guaranteed for unpaid registrations.
A favourable room rate has been negotiated at Sheraton Hotel. Room reservations should be made directlywith the hotel using the enclosed form; you must use this form. Your credit card will secure yourreservation. Hotel bills and extras must be paid at checkout.
On receipt of your registration form an invoice will be sent to you for payment of the course fee, and your place isguaranteed. All invoices are sent in Swiss Francs.
• The invoice must be paid by bank transfer, within 14 days to Credit Suisse Bank, CH 9000, St Gallen, Switzerland into Account Number 0539-336910-41 EphMRA. Please quote reference EphMRA, invoice number and your name, plus bank swift (locator) code CRESCHZZ90R.
• TRANSFER TO STATE ‘WITHOUT CHARGES FOR THE BENEFICIARY’.• PLEASE NOTE CHEQUES AND CREDIT CARDS NOT ACCEPTED. • SENDER MUST PAY BANK TRANSFER FEES.• ALL FEES MUST BE PAID IN FULL PRIOR TO ONSITE REGISTRATION
Cancellations for registrations must be sent in writing by letter, fax or e-mail, NOT BY PHONE: -
Registrations
• Before 1 November 2005 - Full refund less cancellation fee of CHF 150 per person• After 1 November 2005 - No refund
No refunds can be made after 1 November 2005 in any circumstances; EphMRA assumes that individuals orcompanies will have insurance cover for illness etc. If you cancel after 1 November 2005 but your fees have notbeen paid you are still liable for payment. Name substitutions can be made at any time for an administrative fee ofCHF 150 per person. Please note no funds are transferable to other EphMRA courses or events.
Registration forms should be sent to Janet Henson and any subsequent changes; cancellations or questions mustbe directed to the course organiser, Janet Henson
Janet Henson187 Chemin de FelinOrlienas 69530FranceTel +33 4 78 05 71 50 Fax +33 4 78 05 59 [email protected]
Certificate
Dates
Location
How to Registerfor the workshop
Confirmation ofregistrations
Hotelreservations
Payment forregistration
CancellationPolicy
Registrationforms
Contact Detailsprior to theconference
www.ephmra.orgEuropean Pharmaceutical
Marketing Research Association
Details, Logistics & Venue
Course Registration Form
Register on-line at www.ephmra.orgPlease fill in all your details in BLOCK CAPITALS
This form is for one delegate - PLEASE RETURN THE FORM TO EPHMRA
For additional delegates please photocopy or print from the EphMRA Website
http://www.ephmra.orgPLEASE REMEMBER TO FILL IN THE HOTEL RESERVATION FORM THAT IS
ENCLOSED AND SEND THIS BACK DIRECT TO HOTEL
"Understanding and Using Desk Research"
Mr./ Mrs. / Miss. / Ms. / Dr. / Prof. / OtherFamily Name
First Name Company Name
Address
City Postcode
CountryJob Title
Tel (country-area-local) Fax (country-area-local)
E-mailSpecial dietary
requirements
How long have you worked inPharmaceutical Marketing Research?
COURSE FEES: -
Priority for places at the workshop is given to EphMRA Full and Associate members. Please tick category and fill in amount to beinvoiced: -
• Registration Fee - EphMRA Full members and Associate members*
* You must be an Associate member at time of course; Associate
membership is by company and location.
• ‘3 for 2’ offer - EphMRA Full members & Associate members only - 3rd
person free from same company if booked at same time
Before After1 November 2005 1 November 2005
Swiss Francs (CHF) Please tick
2400 3400
Registration Fee - Non-Members of EphMRA
Total Fees (Please write amount in)
3200 4200
Swiss Francs
Please tick if you are requesting this
Payment
Confirmation
Cancellation & refunds
• 10% discount is available to two or more delegates attending from the same company booked at the same time - available to EphMRA members and non members. If you have selected the 3for 2 offer then you cannot also have the 10% discount - you can only select one offer
Please tick if you are requesting this
On receipt of your registration form an invoice will be sent to you for payment of the relevantamount for the course
• The invoice must be paid by bank transfer, within 14 days to Credit Suisse Bank, CH 9000, St Gallen, Switzerland into Account Number 0539-336910-41 EphMRA. Please quote reference EphMRA and your name, plus bank swift (locator) code CRESCHZZ90R.
• TRANSFER TO STATE ‘WITHOUT CHARGES FOR THE BENEFICIARY’.• PLEASE NOTE CHEQUES AND CREDIT CARDS NOT ACCEPTED. • SENDER MUST PAY BANK TRANSFER FEES.• ALL FEES MUST BE PAID IN FULL PRIOR TO ONSITE REGISTRATION
On receipt of your payment your participation will be guaranteed, a confirmation form will be sent to you.Places cannot be guaranteed for unpaid registrations.
• Cancellations for registrations must be sent in writing by letter, fax or e-mail, NOT BY PHONE. Cancellations received prior to 1 November 2005 are refundable, less a cancellation fee of CHF 150. No refunds can be made after 1 November in any circumstances; EphMRA assumes that individuals or companies will have insurance cover for illness etc. Please note no funds are transferable to other EphMRA courses or events.
• If you cancel after 1 November 2005 but your fees have not been paid, you are still liable for payment.• Name substitutions can be made at any time for an administration fee of CHF 150 per person.
Signature ________________________________________ Date ________________________
By signing this form I declare that I accept the Registration & Cancellation policies outlined above.
* Please return this form to: -Janet Henson 187 Chemin de Felin, Orlienas 69530 FranceTel +33 4 78 05 71 50 Fax +33 4 78 05 59 67 [email protected]
All pages of the registration document should be completed and returned. ADDITIONAL FORMSCAN BE PRINTED FROM THE EphMRA WEB SITE http://www.ephmra.org
PLEASE REMEMBER TO FILL IN THE HOTEL RESERVATION FORM THAT IS ENCLOSED ANDSEND THIS BACK DIRECT TO HOTEL