Physicians Are Consumers Too-Yvonne Brill-08/21/2007 - 8:30am

Event Information
Event Topic: 
Physicians Are Consumers Too
Event Date: 
08/21/2007 - 8:30am
Event Location: 
NOVA
Speaker Information
Event Speaker: 
Yvonne Brill
Event Speaker Title: 
President and CEO
Event Speaker Company: 
Timely Data Resources
Event Speaker Bio: 

Yvonne Brill is the President and CEO of Timely Data Resources, a leading healthcare epidemiology and market research consulting firm serving the pharmaceutical, biotech, and device industries. Her career span's 25 years, including 14 years with Timely Data Resources and 11 years in industry. Yvonne has interviewed thousands of physicians, insurers, nurses, and consumers over the past decade to obtain their feedback on new drugs, devices, and diagnostic tests. Some of the technologies she has evaluated include inhalation drug delivery systems, short- and long-term implantable drug delivery systems, electrotransport transdermal systems, novel injection systems, interventional neuroradiology catheters, new cardiac imaging concepts, and genomic tests/personalized medicine. Prior to consulting, Yvonne held management positions at Pharmacyclics, Nycomed Salutar, and Syntex Pharmaceuticals in strategic development, product mana! gement, marketing, new product development, and regulatory affairs. Yvonne also worked as a basic research scientist for several years. Yvonne holds a Bachelor's degree in Biology, a Masters in Business Administration, and she has completed the UCLA Medical Marketing Program as well as the Healthcare Marketing Management Development Program at Dartmouth's Tuck Business School.

Event Details
Cost: 
$0 - Free
Event Details: 

There is increasing recognition that when physicians make decisions to prescribe a particular medication or to choose one device over another, their decisions are based on something deeper and more complex than a scientific and rational analysis of product features. This is driving a crossover of market research techniques traditionally used to analyze consumer buying decisions into the healthcare arena. Companies are moving beyond identification of important product features into understanding how those product features make physicians feel about the products they prescribe and use. Products can make physicians feel confident, empowered, and give them peace of mind or can make them feel hesitant, skeptical, and burdened. This presentation will review some of the latest tools and techniques being used to understand the emotions physicians associate with products, and how those emotions can impact prescribing decisions!