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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
EphMRA full and associate members offer Book 3 delegates at same time from same company and pay only for 2
Offer for EphMRA full and associate members and all non members 10% 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)

Introduction
"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. 2. 3/4 5. Scope of desk research, problem definition/clear objective setting and defining and reviewing of types of desk research sources and their utility In-licensing desk research an important area for desk researchers currently New Product Development followed by Currently Marketing Products highlighting specific desk research needs and approaches within these lifecycles 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

Course Programme
Wednesday 1 February 08.45 - 09.00 09.00 - 09.15 09.15 - 09.25

"Understanding and Using Desk Research"

Registration - Welcome Desk Role of EphMRA and Course Introduction - Janet Henson - EphMRA Overview of Course - Course Convenors

Session One - Getting Started - Chair - Semra Grundy

09.25 - 09.40
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.

09.40 - 10.10 10.10 - 10.25 10.25 - 10.45 10.45 - 10.55 10.55 - 11.45

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.

11.45 - 12.30

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.

12.30 - 13.30

Lunch

Course Programme
"Understanding and Using Desk Research"
13.30 - 14.30
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

14.30 - 14.45

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.

14.45 - 15.25

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.

15.25 - 15.35

Coffee Break

Session Two In-Licensing Chair Janet Wagster

15.35 - 16.25
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.

16.25 - 17.20 17.20 - 17.30 19.10 19.30

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

Course Programme
"Understanding and Using Desk Research"
Thursday 2 February 08.30 - 10.00

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.

10.00 - 11.00 11.00 - 11.30

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

11.30 - 13.00
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.

13.00 - 14.00 14.00 - 15.00 15.00 - 15.15

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

15.15 - 16.15
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.

16.15 - 16.45 16.45

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.

Details, Logistics & Venue

Certificate
All delegates who successfully complete all days of the workshop will receive a signed certificate from EphMRA.

Logistics
Dates
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

Location

The course will take place at the Sheraton Brussels Hotel and Towers: 3 Place Rogier B-1210 Brussels Belgium Tel + 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 Brussels Zaventem airport to the Gare du Nord. By taxi it is 25 minutes drive from the airport. By car there is a public car park (Rogier) opposite the hotel. By underground go to the Rogier station located next to the hotel.

How to Register for the workshop

Registration for the workshop can be accomplished by filling in the enclosed registration form by fax or post or you 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.

Confirmation of registrations Hotel reservations Payment for 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. A favourable room rate has been negotiated at Sheraton Hotel. Room reservations should be made directly with the hotel using the enclosed form; you must use this form. Your credit card will secure your reservation. 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 is guaranteed. 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

Cancellation Policy

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 or companies will have insurance cover for illness etc. 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 administrative fee of CHF 150 per person. Please note no funds are transferable to other EphMRA courses or events.

Registration forms Contact Details prior to the conference

Registration forms should be sent to Janet Henson and any subsequent changes; cancellations or questions must be directed to the course organiser, Janet Henson Janet Henson 187 Chemin de Felin Orlienas 69530 France Tel +33 4 78 05 71 50 Fax +33 4 78 05 59 67 janet.henson@wanadoo.fr

www.ephmra.org European Pharmaceutical Marketing Research Association

Course Registration Form

"Understanding and Using Desk Research" Register on-line at www.ephmra.org
Please 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.org
PLEASE REMEMBER TO FILL IN THE HOTEL RESERVATION FORM THAT IS ENCLOSED AND SEND THIS BACK DIRECT TO HOTEL Mr./ Mrs. / Miss. / Ms. / Dr. / Prof. / Other Family Name First Name Company Name Address

City Postcode Country Job Title Tel (country-area-local) Fax (country-area-local) E-mail Special dietary requirements How long have you worked in Pharmaceutical 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 be invoiced: -

Before 1 November 2005

After 1 November 2005

Swiss Francs (CHF) Please tick

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.

2400

3400

3 for 2 offer - EphMRA Full members & Associate members only - 3rd
person free from same company if booked at same time Please tick if you are requesting this

Registration Fee - Non-Members of EphMRA Total Fees (Please write amount in)

3200 Swiss Francs

4200

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 3 for 2 offer then you cannot also have the 10% discount - you can only select one offer Please tick if you are requesting this

Payment

On receipt of your registration form an invoice will be sent to you for payment of the relevant amount 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

Confirmation Cancellation & refunds

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 France Tel +33 4 78 05 71 50 Fax +33 4 78 05 59 67 janet.henson@wanadoo.fr All pages of the registration document should be completed and returned. ADDITIONAL FORMS CAN BE PRINTED FROM THE EphMRA WEB SITE http://www.ephmra.org PLEASE REMEMBER TO FILL IN THE HOTEL RESERVATION FORM THAT IS ENCLOSED AND SEND THIS BACK DIRECT TO HOTEL