EphMRA Asia 2012
Beijing, China September 25-27, 2012
This year's 2nd annual EphMRA Asia Conference took place at the Shangri-La Hotel in Beijing, China on 25-27 September 2012. Representing The Research Partnership was Founding Director Mark Jeffery accompanied by Associate Directors Pei Li Teh and Paul Reed, who all considered the conference to be a great event with many opportunities for networking and some thought-provoking papers.This year's theme was 'Turning challenge into opportunity' and this was continually reflected in many of the papers presented during the sessions which focussed on the current strategic focus on patient centric healthcare as well as market research and marketing initiatives which focus on the digital healthcare space.The Research Partnership not only exhibited at the 2 day event, but presented two papers and chaired another. Pei Li presented the paper 'Grappling with Patient Empowerment through Digital Healthcare'. Primarily focussing on China, but also other key Asian markets, this paper discusses how patients, empowered by technology, are becoming increasingly engaged with their health and how pharma can leverage this to educate and change behaviour. The presentation created a high level of interest and further discussions. As well as chairing the paper 'Achieving innovation through appropriate online stakeholder communication', Mark Jeffery re-presented 'Rx Rationale: Physician…
EphMRA - Post conference news 2012
EphMRA Post Conference News, September 2012
A write up of John Branston's paper 'Rx Rationale: Market Research via iPhone App', winner of the Jack Hayhurst Award for Best Paper. Written by Sarah Phillips, Head of Health, Incite This paper explored the potential of smartphone-based applications (“Apps”) to provide a platform for succinct, immediate, detailed qualitative insight into physicians’ prescription rationale at the point at which they write a prescription. In collaboration with Merck Serono, The Research Partnership were asked to develop an experimental phone app, which would enable Merck Serono to gain insights into treatment decisions relating to key competitor products in advanced non-small cell lung cancer. The idea for this approach was generated from understanding the very high levels of uptake of smart phone, and tablet technology amongst physicians. Data was shown highlighting the fact that 80% of practicing physicians use this type of device during the course of their working day. In addition, Martin outlined the reasons for this approach from the client side, largely wanting to have better quality data and clearer rationale behind quantitative prescribing behaviour. Martin outlined the methodology and sample - 10 oncologists and pulmonologists in Germany, each submitting 10 patient cases. John went on to explain the briefing process…
Prescription Rationale: Physician Research via an iPhone App
Published in PBIRG Perspective, September 2012, vol. 14 No.2, By John Branston, Director
You can’t have missed reading one of numerous reports in the pharmaceutical press lately about the high rate of adoption of mobile devices amongst physicians – a recent study from Jackson and Coker reports that 4 out of 5 physicians in the US claim to use a mobile device to assist them in their daily medical practices, accessing online resources and Apps. The Research Partnership identified an opportunity to harness mobile devices as a means of engaging with physicians. Working with client company Merck Serono, they conducted a study using a mobile app, which won the Award for best paper at the 2012 EphMRA Conference in Paris. John Branston, Director of the Research Partnership, presents a summary of the study, the learnings for mobile research practitioners and a view on the future of the methodology in the pharmaceutical environment. Merck Serono is seeking approval of its existing oncology drug Erbitux (currently licensed in colorectal and head-andneck cancers) to be prescribed to patients suffering from non-small cell lung cancer (NSCLC). Mobile research offered a means of collecting rich, detailed information directly at the point of prescription, when the physician had just seen a patient and had made the decision about the…
What next for China?
Pharma Marketing Europe, Emerging Markets supplement, September 2012
'What next for China?' Written by Marc Yates,Director As China completes a three-year overhaul of its healthcare system, Emerging Markets Director Marc Yates, asks What next for China?China recently completed a US$125bn overhaul of its healthcare system. The reforms were aimed at improving access to healthcare, and as a result an estimated 95% of the population is now covered by one of three social insurance programmes. Additionally the reforms sought to reduce the inefficiencies in health delivery, while addressing hospital funding – a major cause of the country’s healthcare problem. So, having completed this three-year overhaul, what does the future look like for the middle kingdom? Having been a resident of Shanghai and having lived in Asia for over 14 years, I have studied the China healthcare market and believe that there are three major opportunities and challenges for pharmaceutical and medical device companies looking to achieve success in the region:1. Tackling the chronic disease challenge2. Evaluating the growth and opportunity of theprivate healthcare market3. Identifying opportunities to service a rapidly expanding middle class. Tackling the chronic disease challenge According to China’s Ministry of Health, some 260 million mainland Chinese suffer from a chronic disease, and research from Peking University…
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