Five key Cs driving the PMRG turnaround

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Five key Cs driving the PMRG turnaround

• Commitment to Change
• Community
• Content
• Continuity

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Committed to Change last fall at Forsgate

• Brutally honest second-day set of roundtables
  focused on the gap between what PMRG has offered
  and what its customers all of us need
• Options ranged from shut it down to merge it with
  another organization to everything in the middle
• Eventually, the discussion focused back on the
  roots of PMRG

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formed as a Community to support researchers
lacking internal resources

• In an era of smaller companies, colleagues
  reached across companies seeking support in
  finding methods to address and present common
  problems
• Over time, as manufacturers grew and
  consolidated, departments became large, more
  expert
• more in-grown
• more insular
• Increasing, though, we need a community again
• Small-to-midsize firms have the same needs they
  always did
• The industry faces a daunting set of new
  challenges
• Last year in Orlando, Billy Tauzin pointed out
  that siloes of knowledge are a luxury we no
  longer can afford

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is returning its meetings and focus to its
Community roots

• Todays pharmaceutical marketing research
  community is both
• Better connected by common interests and
• More appreciative of the diversity of community
  members and their needs
• Meeting programs will adapt to community needs
  by
• Creating higher level, clearly communicated
  standards for the main meeting
• Sponsoring a series of smaller events and tracks
  that enable different individuals within our
  community to garner the information they need
• Stabilizing the program development process

5
is standardizing and improving program Content

• Features of the main agenda
• 1 ½ days
• Focused theme
• Presentation of fresh data
• Formal effort to integrate the rest of the world
  into pharmaceutical MR
• Other key content elements include tracked
  elements
• Sunday afternoon Beta Training Sessions
• Tuesday afternoon permanent/semi-permanent
  content tracks

6
is bringing Continuity to program development

• Hopefully, this will be the last Chair-dominated
  agenda in the history of PMRG
• Next month, we will announce a new Program
  Committee with collective responsibility for all
  the key elements of the Spring and Fall program
• Equal representation from manufacturers and
  vendors
• Two-year terms

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To be a successful Community, we must change some
of our core concepts
Ratio Success
8
If we call ourselves a Community, we
must act like one
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Vendors
Clients
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Broad overview of this mornings key events

• What the Corner Office Needs from Marketing
  Research Don Hayden
• Supporting our Customers and Clients
• New Product Commercialization The Top Three
  Things We Need from Marketing Research Martin
  Jernigan, Ortho Biotech
• Strategic Planning, Downstream Planning and the
  Role of Marketing Research, Kim Slocum,
  AstraZeneca
• Marketing Research in the Advertising Process
  Larry Iaquinto, Interlink
• What We Can Learn from Other Industries Bob
  Lederer, RFL Communications
• Panel Discussion, led by Debbie Kenworthy,
  Janssen L.P.
• PMRG Business Meeting