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EPHMRA 2024: HOW BRISTOL-MYERS SQUIBB OPTIMIZES LAUNCH READINESS WITH THE COM-B
BEHAVIORAL SCIENCE FRAMEWORK


FROM THEORY TO PRACTICE

25 - 27 June 2024 Leonardo Royal London, 10 Godliman St, London EC4V 5AJ


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EphMRA 2024: How Bristol-Myers Squibb optimizes launch readiness with the COM-B
behavioral science framework

25 - 27 June 2024 Leonardo Royal London, 10 Godliman St, London EC4V 5AJ

How can pharma companies optimize launch readiness and make greater impact when
entering a market? 

This was the challenge Bristol-Myers Squibb (BMS) faced when preparing to launch
their two new therapies in very different market landscape (facing a crowded
market vs. being the first-in-class). The leading pharmaceutical company needed
to identify key focus points for their pre-launch strategy and develop KPI
metrics that went ‘beyond the obvious’.

Unfortunately, traditional quantitative tracking studies only provided a passive
measurement of the current market situation and lacked tangible actions. To
maximize launch success, the company needed to know specific direction and
opportunities where it could create a positive change for the brand and
influence HCP prescription behavior. So, it changed its insights approach by
embedding a scientifically-recognized behavioral change framework, COM-B. 

Join our co-presentation with BMS at EphMRA 2024, to learn how the COM-B
framework helped optimize BMS’ launch readiness to: 

 1. Gain an in-depth understanding of the drivers and barriers to the adoption
    of this two new therapies across very different market conditions
 2. Utilize behavioral insights to better shape brand strategy, with the goal of
    optimizing HCP journeys along the adoption ladder.

EphMRA members can register here

Date: Thursday, 27 June 2024

Time: 09:50 – 10:25 CET

Location: Leonardo Royal London, 10 Godliman St, London EC4V 5AJ 


WHAT YOU WILL LEARN

 * How to identify knowledge gaps, uncover barriers, and seize opportunities by
   synthesizing behavioral insights from different sources (e.g., secondary
   data, previous market research, etc.)
 * How to develop specific, “beyond the obvious” KPIs to trigger behavioral
   change and anticipate when and where to intervene to facilitate HCPs’
   progress across the adoption ladder
 * How to provide structure and clarity on where to focus cross-functional
   launch activities, revealing the practical application of the COM-B framework
   in very diverse market landscapes




ABOUT THE PRESENTERS

Nassima Trad, Senior Manager, Business Insights & Analytics – Bristol-Myers
Squibb

Nassima is part of the Business Insights & Analytics Team of Bristol-Myers
Squibb. She holds a MSc in International Management and has an extensive
experience in various functions including Forecasting, Competitive Intelligence,
Marketing, and Market Research, both at global and local levels, providing her a
broad understanding of the pharmaceutical business challenges. Nassima is
strongly results oriented, she enjoys navigating through diverse business
questions with a blend between team-play, knowledge management, and mature and
independent approach to complex situations.




Weike Xia, Manager – SKIM Healthcare 


Weike is a Manager in SKIM’s healthcare team. Using a strategic and
forward-thinking approach, Weike brings expertise in qualitative and
quantitative market research that drives innovation to translate insights into
actionable outcomes. With a PhD in Behavioural Psychology, Weike is passionate
about translating scientifically rigorous frameworks into tangible research
solutions.


WANT TO KNOW MORE?

Not a member of EphMRA but interested in learning more about our sessions?
Schedule a consultation with one of our SKIM Healthcare experts

Schedule a consultation
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