I learn a lot during the second week in January. The JP Morgan Healthcare Conference is a strange intersection of patient driven missions and financial stakeholders and investors that make it all possible. I still find it disturbing to hear "market share expansion" and realize it is "investor" speak for more customers (patients). But like it or not--here in the US, healthcare is also a commodity to generate profits, reduce costs, minimize services, and return a healthy profit to investors.
If your goal is to provide guidance for clients seeking a powerful narrative in the complicated healthcare ecosystem you need engagment and awareness. Clients need to be forward thinking when bringing products to launch--think about the length of the patent and beyond. Better definitions of unique market attributes and "stickiness" of brand identity are not trivial details to be ignored.
You will not find those "insights" in the published literature. Think of yourself as a little "hen". All day long? Not laying an egg. The hen looks for little worms, bits of this and that--and it all culminates in the egg. Trust me on this. I have 6 hens--they are quite proud of the egg--but it takes work. Full disclosure I consult with IDEA Pharma but the point here is for you to listen and watch the informative discussion about defining "value" in pharma. The perspectives are as insightful as they are carefully articulated. A variety of stakeholders having a discussion--you need to watch. I will post an updated conversation being created at JP Morgan Healthcare Conference but I find this discussion as relevant as the day it filmed. 
,Travel isn't for everyone. I am grateful for having the flexibility and schedule to attend conferences and panel discussions with opportunities for hearing perspectives I may not have realized--or considered.
After JP Morgan Healthcare Conference wraps this week I am off to HIMSS to attend sessions about healthcare technology, followed by several other conferences I am negotiating as speaker (Medical Affairs and Scientific Communications Forum), or media (Pharma-Advocacy Clinical Collaborations & PRO Utilization Summit. Stay tuned...and as always, stay in touch over on twitter or linkedin. 
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In a world of "evidence-based" medicine I am a bigger fan of practice-based evidence.
Remember the quote by Upton Sinclair... “It is difficult to get a man to understand something, when his salary depends upon his not understanding it!” 
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