PMRC West

This session will feature a fireside-style conversation between Shapiro+Raj and Akari Therapeutics focused on how AI is fundamentally reshaping leadership, decision-making, and operational agility across the pharmaceutical and biotech landscape. Rather than another high-level discussion about the promise of AI, this conversation will explore the practical realities of operating in an increasingly compressed, high-stakes environment where speed, adaptability, and intelligent use of insights are becoming competitive necessities.
The discussion will examine how emerging biotech organizations are leveraging AI to move faster with fewer resources, and why larger pharmaceutical companies may need to rethink traditional processes and organizational structures to compete in this evolving environment. Topics will include how AI is changing the way organizations gather and act on market, patient, and HCP insights, how teams are adapting workflows and behaviors around AI-enabled decision-making, and where leadership teams are seeing both friction and opportunity as these technologies mature.
Designed to be candid, practical, and interactive, the session will include audience Q&A and aims to deliver a provocative and engaging perspective that differs from a traditional market research case study presentation.
Presented by Shapiro+Raj and Akari Therapeutics

Traditional segmentation focuses on clinical attitudes and behaviors in order to identify where customers sit today and how their behavior and attitudes need to be maintained or shifted within the market. This approach often misses two key factors: actionability (the ability to identify these consumer segments in the real world) and influenceability (what drives particular attitudes and behaviors to begin with?). Incorporating both secondary data and measures of cognitive bias can address these issues. Cognitive biases are subconscious shortcuts that help us process information and make decisions; these biases are inherent within individuals and are durable and difficult to influence. Understanding which biases are driving the attitudes and behaviors of customers helps tease apart monolithic segments to understand how marketing can influence attitudes and change behaviors at an individual level. This talk focuses on how to best capture and incorporate cognitive biases, clinical attitudes, behaviors, and secondary data into a robust segmentation model.
Presented by Optibrand Rx

What if your team could hear from HCPs — not just during a study, but in the moments when strategic and creative decisions are actually being made? In this session, we'll share how synthetic HCP personas — built on a foundation of existing segmentation research — helped a brand team evaluate creative concepts, compare messaging approaches, and make strategic campaign architecture decisions (e.g., MD vs. APP targeting, segment-level tailoring). We'll discuss how the personas were constructed, what made them believable, and where guardrails kept the work directional and responsible.
Presented by ProcDNA and Neurocrine Biosciences

Presented by Amgen