How capturing real-world prescribing experience can drive behavioural change
September 9, 2020 @ 3:00 pm – 3:40 pm
Speakers: Claire Mason, Cello Health Insight and Caroline Bourgueil, Bayer
Convenor: Georgie Cooper, Basis Health
Hear from Claire and Caroline how capturing the real-world experience of prescribers and then challenging them with it helped a brand bring their target patient to life and set a new course of direction for the brand communication. Their session will also explore how this challenges us as researchers with the question of when and why we ask the questions we do.
Our speakers will link their insights to current COVID-19 world.
There will be an opportunity for discussion at the end of the webinar using the Breakout Rooms function within Zoom – allowing you to interact with colleagues and our speakers.
This is a member only event and is free to attend for members.
Cello Health Insight
Based in Cello Health Insight’s London office, Claire has 14+ years of marketing research experience. Her experience includes a client- side secondment, as a Business Intelligence Manager at GSK – meaning she knows how research is actioned in a client side setting.
Claire has worked along the product lifecycle from early asset opportunity assessment, to pre-launch strategy and brand health/ maintenance in established brands.
Caroline has 10 years of experience in Customer and Business Insights in the Cardiovascular and Anti-Infectives franchises at Bayer AG Pharmaceuticals.
Caroline has led the primary and secondary market research programmes as well as insight generation process at global level for major brands and for different phases of the lifecycle. Her expertise include market opportunity assessment, strategic forecasting, KPI tracking, positioning, communication optimisation, market dynamics understanding.