Highlights from EPHMRA 2024

EPHMRA 2024 was a great opportunity for us to catch up with clients and old colleagues, to hear the latest news and cutting-edge developments in our industry.

This year’s theme, ‘Inspire – Challenge – Network’, was evident throughout the diverse and engaging sessions, and we came away from the conference with plenty to talk about!

Take a look below for a round-up of our key learnings and talking points.

Diverse topics and emerging technologies

Understandably, last year’s conference had a heavy focus on AI, but this year’s featured a broader range of topics. AI remained a significant point of discussion, with many innovative applications being showcased. However, there was also a strong emphasis on omnichannel marketing, patient research and the potential use of other new tools.

The future of

healthcare MR

A recurring theme was the evolving landscape of healthcare market research and the need for agencies to adapt. Discussions highlighted the tension between clients wanting to engage with smaller, niche agencies and procurement departments’ preference for established agreements with larger firms.

To navigate this, agencies must demonstrate clear value and strategic alignment with clients’ goals. Technological advancements (including AI) and virtual reality can be beneficial, but it is critical to show our value in terms of agencies’ thinking, too.

Collaboration between agencies and pharma

Successful collaboration between research agencies and pharmaceutical companies was a crucial topic. Research needs to be seen as an investment, rather than a cost, and agencies should strive to align their insights with commercial decision-making processes. This involves understanding stakeholders’ needs, managing expectations, and delivering sophisticated analysis that goes beyond mere data collection. The value of research lies in its ability to facilitate informed decisions and strategic planning.

High-power patient involvement

Patient involvement in market research is increasing, driven by patient-focused drug development initiatives from organisations including the FDA and EMEA. The increasing use of primary market research as real-world evidence for product HTA submissions was a notable trend.

Stories from patient representatives underscored the importance of the patient voice in drug development and healthcare decisions. The impact of AI on patient interactions was also discussed, with healthcare professionals expressing cautious optimism about AI’s role in diagnosis and treatment discovery.

Omnichannel marketing and behavioural nudging

The conference also explored omnichannel marketing strategies and how they should be underpinned by a scientific approach to behaviour change. Building holistic personas and understanding the motivations and behaviours of healthcare professionals were highlighted as effective strategies within this. Evidence was provided on how personalising marketing efforts to reflect the human aspect of doctors can drive significant changes in behaviour and improve campaign effectiveness.

Final thoughts

Overall, EPHMRA 2024 showcased how the field of pharmaceutical market research is evolving. As the industry continues to innovate and adapt, we at Branding Science are excited to use our latest learnings to continue delivering impactful research and driving positive change in healthcare.