What are Masterclasses?

EphMRA offers courses and workshops from basic introductions to advanced skills to broaden knowledge and understanding of key areas within the healthcare field.

Our courses are planned to provide a progressive learning module linked to the product lifecycle to meet the needs of market researchers.

EphMRA Masterclasses offer method related courses which focus in-depth on one topic only.

Masterclasses Venue Newport Bay - Providence 123 Masterclass 1 Mapping - Where is our products position and where are the others? Newport Bay - Providence 4 Masterclass 2 Forecasting - Role of Market Research in Pharmaceutical Forecasting Newport Bay Syndicate room - will be shared across the above Masterclasses. New York - Grand Central Station 1 Masterclass 3 Segmentation - How to Target and Promote to the Customer Effectively

Who is entitled to attend?
Attendance is free to fully registered Conference delegates from EphMRA Full and Associate Member companies. If you are an active EphMRA Committee Member only attending your Committee Meeting and EphMRA AGM (and not staying on for the Conference) then you can attend a Masterclass on a complimentary basis.

Only 1 delegate per member company can attend each Masterclass.

Masterclasses are filled on a first come first served basis, and spaces are limited.

The Masterclasses are split into two sessions - the first session on Tuesday 16 June and the second session the next morning Wednesday 17 June. You must attend both sessions. If you do not attend the Masterclass - at the start (at 14.30) on Tuesday 16 June then an invoice of CHF 1’400 will be issued, even if you join part way through. This is because Masterclasses are designed to have all delegates there from the start and it is disruptive to have latecomers.

You are not allowed to attend the Masterclass session on Wednesday 17 June only - you need to attend both sessions.

If you wish to cancel your workshop attendance (without cancellation fee) then please do so in writing by 12 June 2009.

You can send a colleague in your place if you are unable to attend, provided this person is from the same Member company.

Programme Outline

1. Mapping - where is our products position and where are the others? - Convenors - Alexander Rummel - Psyma International Medical Marketing Research, Henrik Zoeller - Gruenenthal and Felicina Itote - Abbott International.
   
   The aim of this Masterclass is to enable participants to evaluate a number of different mapping methods in relation to one’s own, actual market research goals. It will also help to reduce the underlying multivariate tools to their common methodological background, or at least to pose the right questions for clarifying this. In the context of positioning or brand tracking, where agencies offer lots of multivariate tools, this Masterclass will enable us to answer the question “What do I really get from this?”
   
   
2. Forecasting - Role of Market Research in Pharmaceutical Forecasting - Julie Buis - Aequus Research, Rachel Sewell - AstraZeneca and Kurt Ebert - F.Hoffmann-La Roche Ltd.
   
   The aim of this Masterclass is to focus on the role market research plays in the forecasting process; therefore it is unique in addressing this role. The course is envisaged almost like a case study from inception to read out, and how market research inputs along the process.
   
   The course objectives will be achieved via speaker presentations and through interactive discussion sessions, addressing issues of relevance for delegates in their daily work in order that they can better contribute to forecasting implementation.
   
   
3. Segmentation - How to Target and Promote to the Customer Effectively - Convenors - Steve Grundy - Marketing Sciences, Anna Garofalo - Double Helix and Steve Burrows - Novartis.
   
   Segmentation is a valuable tool; enabling “insights” and “foresights” for portfolio development and marketing to consumers, patients, prescribers, opinion leaders and other healthcare professionals alike. The aim of this Masterclass will be to give delegates a thorough grounding in segmentation within the unique environment of the healthcare industry. The need to consider consumer, patient and healthcare professionals will be reviewed and the additional challenges to healthcare segmentation, which are not encountered in traditional consumer segmentation, will be exposed.