< Previous30Pharma Business International www.pbiforum.net© Shutterstock / Orawan PattarawimonchaiSurveyingthe market Surveyingthe market 30-32_Layout 1 13/02/2018 09:12 Page 1RESEARCHPharma Business International 31www.pbiforum.netAlthough clinical research anddiscovery in lab settings are criticalto future treatments, there’sanother branch of research thatpharmaceutical companies mustnurture. Market research will not only seek todiscover future trends but can identify isolatedfluctuations, fan the flames and become itsown trendsetter. It’s a common occurrenceacross the food industry, but when it comes tothe pharmaceutical sector, things are a littlemore complicated. Although we all need to eat and drink, foodproducts can fulfil a variety of needs fromsensory pleasure, to the joy of cooking.Pharmaceutical products, on the other hand,are aimed at the health, wellbeing andpreservation of patients. Yet despite this criticalneed, patients can typically have more thanone option at their disposal, and even withsome of the most insidious diagnoses, there’susually more than one course of action tochoose from.Where drugs specifically are concerned,there can be numerous different iterations ofone single treatment. Biosimilars are copycatdrugs designed to be analogous to pre-existing licensed drugs. Some of the mostcommon – paracetamol, ibuprofen and theubiquitous aspirin – offer a huge choice frombrand-name products to supermarket own-brand varieties. All are vying for consumerinterest and marketing can play a key role indifferentiating between one brand and itsnumerous competitors. It doesn’t take a market research specialist32 Á30-32_Layout 1 13/02/2018 09:12 Page 2RESEARCH32Pharma Business International www.pbiforum.netto realise that people are disillusionedwith big pharma in the wake of so manyprice gouging stories, the omnipotentthreat of antibiotic resistant superbugs,patient deaths and withholding results inclinical studies and the worsening opioidcrisis in the United States. Dissatisfactioncoupled with a lack of faith can bedifficult hurdles for any industry toovercome, but the odds are stackedagainst pharmaceutical firms. Bigpharma is in an existential crisis, and stilltrying to make sense of its relationshipwith President Donald Trump. Opening a digital dialogue withconsumers and patients via social mediais a stroke of genius, and it’s nocoincidence that more and morecompanies are switching to socialchannels. Instagram, the photouploading and sharing site, in particular,is a hit with pharma companies andprofessionals alike. One of the biggest changes to affectthe way in which market research isconducted, perceived and influenced, iswith the influx of these social channels.Social media offers a wealth of latentinsight to market researchers. Using theinternet is a means of addressing a vastcross section of consumers and theirhabits, all of which is vital to ensuring themost reliable and in-depth data. Perhapsunsurprisingly, there are a variety ofmarket research reports pertaining to theaffect, influence and offer the power ofsocial media to pharmaceutical andhealthcare companies. One of the keypoints agreed upon by these reports isthat social media platforms arerevolutionising the marketing strategiesemployed in the industry. Many pharmacompanies have gone beyond usingthese avenues simply for marketing,going so far as to build relationships withconsumers and improve brandmanagement. Being able to incorporate consumerfeedback in the development of newproducts is already instigating a strategicshift in the operational model ofpharmaceutical companies. Incorporatingsocial media is increasing product sales,particularly of over-the-counter drugs,and is forecast to do so on an evenbigger scale.It’s easy to be cynical and dismissmarket research as a fastidious study ofanalytics and trends, but gainingcustomer insight is not only valuable topharma companies themselves, but canalso provide catharsis for patients.There is an assortment of reasons forconducting market research, frombreaking into new markets, or testing thewaters ahead of a product launch. Withthe pharmaceutical industry now underforensic surveillance from a moresuspecting public and controlled bystricter regulations, pharma companiesneed to put patients at the centre ofthings now more than ever. © Shutterstock / sergign30-32_Layout 1 13/02/2018 09:12 Page 3FEATURESDengue, Malaria and Zika ExposéContraception Processing ComplianceCold chain Approvals Next issue:Deadline - 28th March 2018REGULARSNewsEventsM&A Round-upPharmaBUSINESS INTERNATIONALVisit us atwww.pbiforum.netwhere you’ll find thelatest news as it breaks – and why not subscribe to ournewsletters so you can have thelatest news emailed to yourinbox, in betweenprinted issues?@pbiforumwww.pbiforum.netcompany/po-business-international33_Layout 1 13/02/2018 09:13 Page 1Thursday 15 – Friday 16 February13th Annual BiomarkersCongressManchester, EnglandOver 300 delegates representing leadingbiotech companies, global pharmaorganisations and internationally renownedacademic institutions are expected to attendthis year’s Annual Biomarkers Congress. Newfor 2018 is a workshop taking place on thesecond day which delves into the scientificand regulatory considerations in biomarkers.For more information, visit www.biomarkers-congress.com.Wednesday 21 – Thursday 22February3D Cell CultureCopthorne Tara Hotel, London Building on the sell-out success of thelaunch event, SMi Group has unveiled thereturn of 3D Cell Culture. While still in itsinfancy, 3D Cell Culture is rapidly growing withnot only a widespread reach that can be seenacross a number of different fields, but alsowith incredible potential for industrialapplication. The second annual conference willexplore these overlapping areas and updatedelegates on pioneering developments. Formore information, visit www.smi-online.co.uk.PharmaEVENTSTuesday 13 – Wednesday 14 March Making PharmaceuticalsEuropeBrussels Expo, Belgium Meet key pharmaceutical decision makers atEurope’s most comprehensive pharmaceuticalevent. This free-to-attend exhibition featurescompanies that are fundamental to every stage ofthe lifecycle of a pharmaceutical product. It coversmajor topics and issues facing the industry inEurope, and offers pharma professionals the changeto meet, network and find new business partners.For more information, www.makingpharma.eu.© Shutterstock / Syda ProductionsFriday 30 – Saturday 31 March Clinical Pharmacy andPublic HealthHoliday Inn Orlando Airport,Florida This conference is made up of anexciting and informative programme ofkeynote speakers, plenary lectures,symposia, workshops of a variety oftopics, poster presentations and varioustraining programmes for participants fromall over the world covering all the latestaspects of clinical pharmacy. For moreinformation, visitclinicalpharmacy@conferencesamerica.org.34Pharma Business International www.pbiforum.net© Shutterstock / Leonid Andronovdevelopment and biologics for immunotherapy– including oncology and treatment ofautoimmune diseases and an expandedsession on antibody-drug conjugates. Withover 60 presenters expected to attend andseveral planned panel discussions, thisinteractive meeting will provide the opportunityto take home cutting-edge research, strategiesand case studies. Networking opportunitiesare also prevalent. For more information, visitwww.global-engage.com/event/biologics.Monday 26 – Tuesday 27 February Pharmaceutical Sciencesand Innovation in PharmaIndustryPark Inn by Radisson LondonHeathrowThis conference is a specially organised two-day event which promises to provide a multi-channel communication platform that bringstogether both producers and consumers of thegeneric pharma sector. It includes keynotepresentations, oral talks, poster presentationsand exhibitions. It is a perfect platform forresearchers, scientists and delegates to shareexperience, foster collaborations across industryand academia and evaluate emergingtechnologies across the globe. For moreinformation, emailpharmaindustry@pharmaceuticalconferences.org.Monday 5 – Tuesday 6 MarchBiologics and BiosimilarsCongress: EuropeMaritim ProArte Hotel, Berlin Now in its fourth year, the Biologics andBiosimilars Conference will build on the successof last year’s event and provide in-depth studiesof antibody therapeutics, biotherapeutic34-35_Layout 1 13/02/2018 09:13 Page 1Monday 19 – Wednesday 21MarchPharmaceutica 2018Golden Tulip Berlin – HotelHamburg, GermanyWith over 200 participants expected andmore than nine keynote speakers, the 16thInternational Conference and Exhibition onPharmaceutics & Novel Drug DeliverySystems (or Pharmaceutica 2018) isdefinitely not one to be missed. It coversvarious aspects including pre-formulationright through to delivery systems andeverything in between. For moreinformation, emailpharmaceutica@pharmaceuticalconference.org.Monday 9 – Wednesday 11April NanoMed 2018 Amsterdam, the NetherlandsThe main theme and guiding light for thisconference is ‘Emerging Important ofNanotechnology to Drive the PharmaIndustry’. This is a unique platform to meetfellow key decision marker and globalwww.pbiforum.netPharma Business International 35© Shutterstock / f11photoexperts to share experience, kickstartcollaborations through the research talksand presentations to put forward thought-provoking strategies. It’s a perfect stageto brainstorm, discover new ideas, searchfor new skills and a platform to show yourcapabilities and discoveries to the world.For more information, emailnanomed@annualconferences.org.Monday 16 – Tuesday 17April Chemistry in DrugDiscovery & Designing JW Marriott Hotel Dubai, AbuDhabi Aimed at directors, group leaders andresearchers, this insightful event in Dubaipromises to create an environment ofscientific excellence. The programincludes presentations, talks and keynotesessions all unified with the theme of‘Novel Strategies and Technologies forDrug Discovery and Medicinal Chemistry’.For more information, emaildrugdesign@pharmaceuticalconferences.org.Tuesday 17 – Thursday 19 AprilINTERPHEXJavits Centre, New York All the solutions you need to cost-effectively developand manufacture quality product are available atINTERPHEX – the pharma, bio and device developmentevent. Here you can find all of the state-of-the-artsolutions you could possibly need. It is dedicated toinnovation, technologies and knowledge, with a focus onthe entire product development life cycle. For moreinformation, visit www.interphex.com.34-35_Layout 1 13/02/2018 09:13 Page 228 February – 1 March 2018 . NEC, Birmingham28 February – 1 March 2018 NEC, BirmingCo-located withREGISTER NOW www.easyfairs.com/EmpackUK SHOW OPENS NEXT MONTHREGISTER FOR YOUR FREE BADGE TODAY36_Layout 1 13/02/2018 09:14 Page 1Next >