GfK to Share Insights on Personalized Medicine, Complex Treatment Regimens At PBIRG Annual Meeting

  GfK to Share Insights on Personalized Medicine, Complex Treatment Regimens
  At PBIRG Annual Meeting

Pharmaceutical Business and Intelligence Research Group Annual General Meeting

Business Wire

NEW YORK -- May 17, 2013

GfK will deliver a major presentation about patient perspectives’ on
personalized medicine at thePharmaceutical Business and Intelligence Research
Group (PBIRG) Annual General Meeting, taking place May 19 to 22 in Naples,

Gavin Erickson, Principal Consultant at GfK Bridgehead, will lead the session,
titled “Shifting the Paradigm: Patient Knowledge, Attitudes, and Behaviors
Hold the Key for Personalized Medicine.” Erickson will review key aspects of
the personalized medicine phenomenon, such as:

  *trends in patient awareness
  *the role of manufacturers in educating patients
  *clinical, economic and emotional promises
  *how branding strategies and value proposition development need to adapt

“With hundreds of new biologic agents in development today, the coming tide of
targeted therapies and companion diagnostics creates both opportunities and
challenges for the industry,“ said Erickson. “Patient-centric information can
help manufacturers, clinicians, policy makers and payers understand the
implications of personalized medicine, as we move away from ‘one size fits
all’ sales and marketing strategies.”

Erickson has over 17 years of experience in the healthcare field, with deep
knowledge of coding, coverage and payment for both Medicare and commercial
health insurance. His fields of expertise include global health economics and
reimbursement, hospital contracting and data analytics in the diagnostic,
medical device and pharmaceutical, and commercial health plan space.

In addition, GfK’s Sara Doran, Senior Research Director on GfK’s Health team,
will present a poster on “GfK’s Novel Approach to Navigating the Web of
Complex Treatment Regimens.” The poster focuses on a new specialty medicine
market entrant, offering a clear understanding of fit versus adoption, how to
illustrate complex regimen changes over time, and what drives adoption of one
regimen over another.

Doran’s 11 years of research experience include both US and global custom
projects, with deep quantitative expertise. She has managed strategic and
tactical research studies with physicians, patients and caregivers and has
worked on an array of research methodologies.

GfK is sponsoring the PBIRG Opening Reception on May 19 at 7:00PM PBIRG
conference attendees can visit the company’s booths (# 27/28); in addition,
GfK Bridgehead has authored a feature article on personalized medicine in the
Spring 2013 PBIRG Perspective.

About GfK

GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2012,GfK’s sales amounted to EUR 1.51 billion.

To find out more, visit or follow GfK on Twitter:


For More Information:
GfK Marketing and Communications, Consumer Experiences North America
David Stanton, 908-875-9844
Vice President,
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