Later this month, the BHBIA conference will be held at The Grove, just outside Watford. This year, the BHBIA conference theme is ‘The Rx Factor - Intelligence Driving the Business’. BHI will be presenting two papers: Cory Inglis (along with Nicola Stephens from Wyeth) will present ‘Life after Winning the Talent Show... Will the brand be a Will Young or a Michelle McManus?’ while Jon Chandler and Elodie Le Roux will present a paper and conduct a workshop entitled ‘Chronic Illness, the Empathy Gene and the Rx factor’.
Jon Chandler
Cory Inglis
15 Apr, 2008
BHBIA Annual Conference: 21st and 22nd April 2008
The Grove, Watford
21 Apr, 2008–22 Apr, 2008
Cory
and Nicola Stephens (Wyeth) paper will be presenting on the morning of the
21st April. This paper will build upon the idea that the Pharmaceutical industry
has its own Rx factor panel of judges. Our Simon, Louis and Sharon are regulatory
hurdles, clinical demand, and environmental bodies such as NICE. Clinical development
has played to the needs of two of the judges. However in recent years the third
judge has vetoed the success of products by demanding new talents of its performers,
namely pharmaco-economic data which restricts access to the market. This paper
will provide an understanding of how market research can proactively engage
with clinical development teams in order develop clinical trials which more
effectively meet the needs of tomorrow’s environment.
This will enable future pharmaceutical products to be launched with a more
persuasive communications platform so that the scenario of failing to consistently ‘sell
records once the final audition has been won’ occurs less frequently.
Jon
and Elodie’s paper and linked workshop ‘Chronic Illness, the
Empathy Gene and the Rx factor’ will also take place on the 21st April.
This paper provides genuine insight into the experience of chronic illness.
This insight is encapsulated in the concept of the ‘Empathy Gene’.
The Empathy Gene concept has profound ramifications for how we try to trigger
the Rx factor in our customers. In the workshop session we will examine ways
in which ‘empathy’ can be incorporated into pharma activities.
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