Strategic Multi-Channel Marketing for Pharma
April 5 - April 7 in Washington, DC
Venue, Pricing, & Registration Details
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Wednesday, April 6 • 1:20pm - 1:55pm
The Research Question: Why Better Research Comes From Continuously Questioning What You're Hearing And How You're Interpreting It
Bristol-Myers Squibb and Brandtrust

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Pharma data frequently doesn’t dictate treatment decisions, and often there isn’t head-to-head data. Even with great data, changing customer behaviors is challenging. So how do we leverage an important unmet customer need? We have to go beyond the “what” and get to a profound understanding of the “why.” Questioning is critical to the development of human understanding and the ability to create successful strategies. But as organizations mature, the number of questions we ask declines drastically as does our ability to query, innovate and connect.


This presentation will explore the lost art of questioning to spark new ideas that lead to great strategy and innovation, including:

  • How to use questioning as a tool, a process and a mindset to pursue change and cultivate new and fresh ideas in an organization. 
  • How teams can challenge traditional thinking and force themselves to challenge assumptions and questions that will lead to more distinct research
  • Real examples from his experience with his teams at BMS, Ed will discuss how better questions lead to even greater questions and, ultimately, better ideas.


Ed White, Director of Market Research

Bristol-Myers Squibb


Daryl Travis, CEO


avatar for Daryl Travis

Daryl Travis

CEO, Brandtrust
A trusted advisor to many of the largest and best brands in the world, Daryl Travis is a rare breed of author, thought leader and highly regarded consultant. His first book Emotional Branding pioneered the idea that brands are largely about feelings not facts. His newest book, Little... Read More →
avatar for Ed White

Ed White

Director of Market Research, Bristol-Myers Squibb
Ed White is a director of market research at Bristol-Myers Squibb. He has nearly two decades of experience in market research and has been helping lead brands at Bristol-Myers Squibb for 12 years. In that time, he has earned a reputation of being the fire-starter, pushing his teams... Read More →

Wednesday April 6, 2016 1:20pm - 1:55pm EDT