BEGIN:VCALENDAR
VERSION:2.0
X-WR-CALNAME:pmrcwest2025
X-WR-CALDESC:Event Calendar
METHOD:PUBLISH
CALSCALE:GREGORIAN
PRODID:-//Sched.com PMRC West//EN
X-WR-TIMEZONE:UTC
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T163000Z
DTEND:20260610T170000Z
SUMMARY:Registration & Continental Breakfast in Exhibition Hall
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:e3abf610b9cb2c5d82301eccd5822605
URL:http://pmrcwest2025.sched.com/event/e3abf610b9cb2c5d82301eccd5822605
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T170000Z
DTEND:20260610T171000Z
SUMMARY:Chairperson’s Opening Remarks
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:38b2e847252e362fc2f12067e303499a
URL:http://pmrcwest2025.sched.com/event/38b2e847252e362fc2f12067e303499a
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T171000Z
DTEND:20260610T174000Z
SUMMARY:Innovation for the Future
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:48516102ea2eca3fd8e5634561914345
URL:http://pmrcwest2025.sched.com/event/48516102ea2eca3fd8e5634561914345
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T174500Z
DTEND:20260610T181500Z
SUMMARY:Foundational Research: How to Build Studies That Deliver Value for Years
DESCRIPTION:Some research gets referenced for years — new hires study it\, future questions get answered from it\, and new projects are built on its foundation. Other research answers the original brief and quietly disappears.\nThe difference rarely comes down to budget\, sample size\, or methodology. More often\, it comes from decisions made before the first question is written.\nDrawing on experience from both the vendor and client side\, this session explores what separates lasting research from disposable research and provides a practical framework for designing studies that continue delivering value long after the final debrief.\nPresented by Intuitive
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:d3b1adf9a54982a6cee4aaad68eb0f9c
URL:http://pmrcwest2025.sched.com/event/d3b1adf9a54982a6cee4aaad68eb0f9c
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T181500Z
DTEND:20260610T190000Z
SUMMARY:Networking & Refreshments in Exhibition Hall
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:34df9472d7823afd95045a070245bc6d
URL:http://pmrcwest2025.sched.com/event/34df9472d7823afd95045a070245bc6d
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T190000Z
DTEND:20260610T194500Z
SUMMARY:Insights That Actually Change Decisions
DESCRIPTION:\n
CATEGORIES:ASK THE EXPERTS INTERACTIVE ROUNDTABLES
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:07ab250e58d2c2f756aefb5598302739
URL:http://pmrcwest2025.sched.com/event/07ab250e58d2c2f756aefb5598302739
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T190000Z
DTEND:20260610T194500Z
SUMMARY:Synthetic Data- Associated Pressures and Expectations
DESCRIPTION:Presented by&nbsp\;Align Technology
CATEGORIES:ASK THE EXPERTS INTERACTIVE ROUNDTABLES
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:cb1cfe934bcb9701ce3143a6edb171e6
URL:http://pmrcwest2025.sched.com/event/cb1cfe934bcb9701ce3143a6edb171e6
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T194500Z
DTEND:20260610T203500Z
SUMMARY:Networking Luncheon
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:04b18c8972ae05e10fdb398cb766a797
URL:http://pmrcwest2025.sched.com/event/04b18c8972ae05e10fdb398cb766a797
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T204000Z
DTEND:20260610T211000Z
SUMMARY:The Hybrid Qual Advantage: When AI-Moderated Research Meets Its Match
DESCRIPTION:We set out to understand how patients feel about AI in cardiac monitoring. We did it using AI. The irony was instructive. AI-moderated interviews scaled our reach and surfaced patterns quickly\, but the most important findings came from traditional focus groups\, where facilitators could probe beneath rehearsed answers into real hesitations. This session makes the case for hybrid qual: not AI vs. humans\, but AI and humans\, each doing what the other can't. You'll leave with a clear framework for when to deploy AI-moderated methods\, when to keep humans central\, and how patients' relationship with health AI mirrors the tension researchers face in their own toolkits. \nPresented by Vital Findings and iRhythm
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:c67dc4d80c8df95de2c7513e95ca83b8
URL:http://pmrcwest2025.sched.com/event/c67dc4d80c8df95de2c7513e95ca83b8
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T211500Z
DTEND:20260610T214500Z
SUMMARY:Beyond the Product: A Customer-Centric Approach to Insights
DESCRIPTION:Understanding your product and how it will be perceived is essential to great marketing—but deeply knowing your customers is what unlocks the realm of insights that can create a winning brand strategy. As Gilead has entered new therapeutic areas and indications\, its teams have been challenged to re-think long held assumptions about various constituents and inspired to get below the surface to know these customers better. &nbsp\;\nThis session highlights how a customer-centered approach informs strategic decisions\, and enables deeper engagement while addressing the question every marketer and researcher should always be asking: How do you continue to better understand your customer? \nKey Takeaways:\n• Exposure to the methodologies and insights that shaped a deeper understanding of the core customer \n • Why understanding the customer is such a critical driver of commercial and engagement success\n• How enduring partnerships support ongoing insight development and commercial impact \nPresented by HawkPartners and Gilead\n\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:5f10ab6b1924e1632cd966b9127a17a4
URL:http://pmrcwest2025.sched.com/event/5f10ab6b1924e1632cd966b9127a17a4
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T215000Z
DTEND:20260610T223000Z
SUMMARY:A Visionary Data Strategy: Unlocking the Power of the 3 P’s - Product\, Patient\, Prescriber
DESCRIPTION:Presented by Day One Biopharmaceuticals
CATEGORIES:ASK THE EXPERTS INTERACTIVE ROUNDTABLES
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:0de4c22c55bd6f9252b29e930bf106c7
URL:http://pmrcwest2025.sched.com/event/0de4c22c55bd6f9252b29e930bf106c7
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T215000Z
DTEND:20260610T223000Z
SUMMARY:The Hidden Cost of Bad Data
DESCRIPTION:\n
CATEGORIES:ASK THE EXPERTS INTERACTIVE ROUNDTABLES
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:4d163f2ff8c76124de04782a4678a3c2
URL:http://pmrcwest2025.sched.com/event/4d163f2ff8c76124de04782a4678a3c2
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T223000Z
DTEND:20260610T231500Z
SUMMARY:Networking & Refreshments in Exhibition Hall
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:ea791bbebc422b16120aa5a489c4cbc9
URL:http://pmrcwest2025.sched.com/event/ea791bbebc422b16120aa5a489c4cbc9
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T231500Z
DTEND:20260610T234500Z
SUMMARY:Making Sparks Fly: Building Lasting Partnerships for High-Value Market Research
DESCRIPTION:Presented by Prescient
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:4cc4cdb95a5f8d18e18d3a8a1ce91481
URL:http://pmrcwest2025.sched.com/event/4cc4cdb95a5f8d18e18d3a8a1ce91481
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260610T235000Z
DTEND:20260611T002000Z
SUMMARY:From Strategy to Impact: A Performance Continuum for Launch Teams
DESCRIPTION:Insight teams are often asked\, “What should we do differently?” but are forced to answer with disconnected measures. We’ll share an approach that links how strategy is executed in the field\, how it is taken out by HCPs\, and how it shows up in real-world behavior\, so teams can diagnose root cause (execution vs differentiation vs message impact vs targeting) and prioritize interventions that actually move outcomes. Attendees will leave with a usable continuum model and examples of how integrated signals translate into coaching\, message hierarchy changes\, and targeting adjustments.\n \nPresented by Inizio Ignite
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:7f22283ce28b2cd020446c35ea5277ec
URL:http://pmrcwest2025.sched.com/event/7f22283ce28b2cd020446c35ea5277ec
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T002500Z
DTEND:20260611T005500Z
SUMMARY:Sagan by ZoomRx: An AI-Driven Voyage to the Frontiers of Market Research
DESCRIPTION:Presented by ZoomRx
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:61b5077d9806c5e97173e44fedf343d4
URL:http://pmrcwest2025.sched.com/event/61b5077d9806c5e97173e44fedf343d4
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T005500Z
DTEND:20260611T020000Z
SUMMARY:Networking Cocktail Reception
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:6c9dee221944b795536a6cc367b78094
URL:http://pmrcwest2025.sched.com/event/6c9dee221944b795536a6cc367b78094
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T163000Z
DTEND:20260611T170000Z
SUMMARY:Registration & Continental Breakfast in Exhibition Hall
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:748a3679ed0792ab19c583e41994094f
URL:http://pmrcwest2025.sched.com/event/748a3679ed0792ab19c583e41994094f
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T170000Z
DTEND:20260611T173000Z
SUMMARY:From Molecule to Market: How AI Is Reshaping Pharma Decision-Making
DESCRIPTION: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.\nThe 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.\nDesigned 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.\nPresented by Shapiro+Raj and Akari Therapeutics
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:bafedf968526c8be9363fc698d3f4965
URL:http://pmrcwest2025.sched.com/event/bafedf968526c8be9363fc698d3f4965
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T173500Z
DTEND:20260611T180500Z
SUMMARY:Cognitive Biases\, Behavior and Identity: Using Segmentation to Identify and Influence Customers
DESCRIPTION: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. \nPresented by Optibrand Rx
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:d36444ae004144644f3e6c8b2cf01997
URL:http://pmrcwest2025.sched.com/event/d36444ae004144644f3e6c8b2cf01997
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T181000Z
DTEND:20260611T184000Z
SUMMARY:Always-On Customer Voice: How Synthetic Personas Brought HCP Perspective into the Room Where Decisions Happen
DESCRIPTION: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. \nPresented by ProcDNA and Neurocrine Biosciences
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:2f0687ae4fdb7ba0b184ffb28b8a2895
URL:http://pmrcwest2025.sched.com/event/2f0687ae4fdb7ba0b184ffb28b8a2895
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T184000Z
DTEND:20260611T192500Z
SUMMARY:Networking & Refreshments in Exhibition Hall
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:aecc491dcc37b3d72635b8f8463d173a
URL:http://pmrcwest2025.sched.com/event/aecc491dcc37b3d72635b8f8463d173a
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T192500Z
DTEND:20260611T201000Z
SUMMARY:Integration of Behavioral Science Insights in Market Research
DESCRIPTION:\n
CATEGORIES:ASK THE EXPERTS INTERACTIVE ROUNDTABLES
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:7fdefec83ee2442cab53e9855cc80d1d
URL:http://pmrcwest2025.sched.com/event/7fdefec83ee2442cab53e9855cc80d1d
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T192500Z
DTEND:20260611T201000Z
SUMMARY:Partnership Between Marketing and Market Research
DESCRIPTION:\n
CATEGORIES:ASK THE EXPERTS INTERACTIVE ROUNDTABLES
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:ecb29ba5630ca7e79df69cbde0f6afa6
URL:http://pmrcwest2025.sched.com/event/ecb29ba5630ca7e79df69cbde0f6afa6
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T201000Z
DTEND:20260611T210000Z
SUMMARY:Networking Luncheon
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:a3245eb3c58e12b3cee2830c98e65027
URL:http://pmrcwest2025.sched.com/event/a3245eb3c58e12b3cee2830c98e65027
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T210000Z
DTEND:20260611T211000Z
SUMMARY:Announcement of Raffle Prize Winners
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:2cb2579b89c98ced6ed1c75becbe2061
URL:http://pmrcwest2025.sched.com/event/2cb2579b89c98ced6ed1c75becbe2061
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T211000Z
DTEND:20260611T220000Z
SUMMARY:Future of Healthcare Decision Making: AI\, Empowered Patients\, and New Metrics
DESCRIPTION:\n\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:ab0b6002901ba04bf5a827f3ebeea8aa
URL:http://pmrcwest2025.sched.com/event/ab0b6002901ba04bf5a827f3ebeea8aa
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T220000Z
DTEND:20260611T223000Z
SUMMARY:The Anti-AI Market Research
DESCRIPTION:Presented by Amgen
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:dee1922fbff7f923c5509eb23fd3a2aa
URL:http://pmrcwest2025.sched.com/event/dee1922fbff7f923c5509eb23fd3a2aa
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T223000Z
DTEND:20260611T225000Z
SUMMARY:A Look Forward: Summary & Key Takeaways
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:7947e7396b2cac3142f4c852b527124f
URL:http://pmrcwest2025.sched.com/event/7947e7396b2cac3142f4c852b527124f
END:VEVENT
BEGIN:VEVENT
DTSTAMP:20260520T083712Z
DTSTART:20260611T225000Z
DTEND:20260611T225000Z
SUMMARY:Conference Concludes
DESCRIPTION:\n
CATEGORIES:
LOCATION:San Francisco\, CA\, USA
SEQUENCE:0
UID:4201e19276653a2aabc499ed21c60b88
URL:http://pmrcwest2025.sched.com/event/4201e19276653a2aabc499ed21c60b88
END:VEVENT
END:VCALENDAR