Designing market research to support communication strategies: how to maximise success and avoid key compliance pitfalls
**New Webinar Shared Experience – Participate From Your Desk**
This is the first in a new series of Webinar Shared Experience events which will complement our existing face-to-face meetings programme.
This webinar will give you an appreciation of the range of methods, tools and techniques that come under the umbrella of ‘market research’. We will explain what defines market research and differentiates it from other marketing activities, with a particular focus on the importance of complying with the ABPI Code of Practice and other essential guidance and legislation, when conducting market research with healthcare professionals and patients. We’ll take a look at some of the challenges, and we’ll explore when it may be most appropriate to use market research to address important questions for pharma clients, with some specific examples that are particularly relevant to healthcare communications.
- Aline Rogers - Independent Market Research Consultant / Executive Officer - British Healthcare Business Intelligence Association (BHBIA)
- Rachel Donnellan, Franchise Insight Lead - Roche Products Ltd / BHBIA Ethics & Compliance Committee
- Jon Freeman, Director and Dr Lucy Howells, Associate Director - Synergy Healthcare Research Ltd
Please register to participate in this Webinar. You will then receive login details within 48hrs of the event. This event will use the Zoom platform https://zoom.us/join
Rachel Donnellan – Franchise Insight Lead, Roche Products Ltd.
Rachel has a Masters in Biochemistry and has worked in the pharmaceutical industry for over 15 years, largely in the Business Intelligence area. She has worked on both the agency side and within pharmaceutical companies and has been at Roche in the UK affiliate for over 5 years. Her current role involves working with a cross-functional brand team to deliver insights through market research, forecasting and data solutions. She also is part of a Market Research Expert Group within the company and sits on the BHBIA Ethics & Compliance Committee. In 2017 Rachel won the BHBIA Best Customer Insight Award.
Jon Freeman – Director, Synergy Healthcare Research Ltd.
Jon has worked in healthcare market research since 1987 for many of the world’s leading healthcare brands. Jon has won numerous awards from the BHBIA, including the 2017 Best Customer Insight Award, 2015 Best Business Impact Award, 2015 Excellence in Sales Force Effectiveness/ Commercial Analysis Award, 2015 Excellence In Data Collection/ Fieldwork Award, 2011 Best Customer Insight Award, 2010 Advanced Analytics award and 2009 Best Customer Insight Award.
Dr. Lucy Howells – Associate Director, Synergy Healthcare Research Ltd.
Lucy has a BSc in Microbiology and a Ph.D. in Immunology, during which she published a number of clinical papers. She has worked in market research at Synergy for over 15 years, across a wide range of therapy areas and a wide variety of research methods, and enjoys working on both qualitative and quantitative research projects. She has a particular interest in patient pathway and mapping, as well as segmentation research. Lucy received the 2008 BHBIA Award for Best Sales/Marketing Effectiveness Research and has also been short listed for a number of other BHBIA Awards including ‘Improving the management of PHN: Patient voices and GP perspectives’ for Excellence in communication research and ‘Small is beautiful: How excellence in fast fieldwork & detailed data analysis helped provide insights into customer segments that engaged the sales team’ for Excellence in Business Analytics.
Aline Rogers – Independent Market Research Consultant
Aline is an independent market researcher, working exclusively in healthcare. She currently holds the part-time position of Executive Officer for the British Healthcare Business Intelligence Association (BHBIA); amongst other activities this includes working closely with the BHBIA Ethics & Compliance Committee to promote the highest standards of compliance with legislation and codes of conduct relating to healthcare market research. Aline is also the market research consultant to the HCA Benchmarking Sub-Committee, with responsibility for delivering the annual Agency Benchmarking Survey.
Aline started her career in the pharmaceutical industry as a sales representative back in the 80’s. She left the corporate world to pursue a freelance career after holding posts in training, sales management and business information.