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Summer Event - Mind the (Generation) Gap

One Park Crescent, 1 Park Crescent, Marylebone, London W1B 1SH
Thursday 12 September 2019, 13:30-18.30

Please note any bookings made after 12noon on the 9th September will not be listed in the onsite delegate list. Bookings close 12noon on the 11th September


Different generations have always had preferences in the way they communicate but in the world of marketing, what does this mean for speaking with our customers? Join us for the BHBIA’s flagship summer event and gain leading-edge insight on business intelligence activities which drive generational adaptive marketing. Listen to the perspectives of market researchers, digital agencies and manufacturers who will showcase real-life case studies on the do’s and don’ts of interacting with customers across generations. 

View the final programme and speaker presentations (available to BHBIA members only)

Key Questions to Be Answered
  • What is the purpose of generational segmentation?
  • How can pharma keep pace with and respond to the needs of adaptive communication strategies?
  • What are the needs and priorities of each generation when it comes to market research and marketing communication?
  • What role should business intelligence play in evaluating adaptive generational communication strategies?
  • What is the latest in the ever-evolving world of GDPR and ethics?
  • How can you improve your HCP research and business intelligence activities by understanding the motivators of each generation?  

13:30 Registration & coffee 

14:00 Special General meeting
Nick Coolican-Smith, BHBIA Chair 

14:15 Welcome & housekeeping
Chairs: Nick Merryfield & Rob Heathcote, BHBIA Board Members 

14:20 The Doctor is Snap Chatting
We will set the scene with a brief discussion of the research collected by M3 on the actual generation gaps in the ways doctors want to be communicated with by industry. 
Speaker: Andres Escobar - Business Development Director & Rachel Richardson - Project Director, M3

14:35 The Market Researcher’s Perspective on the Generation Gap 
Brains and Cheek describe their challenges and successful techniques to adapting market research methodologies to cope with generational differences. Identify what has worked and what may not have worked so well and why. 
Speaker: Laura McDonald - Commander & Bors Hulesch - Captain, Brains and Cheek 

15:05 The Digital Agency's Perspective on Bridging the Generation Gap
Earthware share their learnings from working with a broad range of healthcare professionals on digital campaigns to identify what works with X,Y & Z but won’t get a boom from the babies. 
Speaker: Neil Osmond - CEO, Earthware 

15:35 Tea & Coffee  

15:55 Is it Attitude Not Age & Content Not Channels?
As a leader in the field of multi-channel, Paul will challenge delegates to think if generational communication is about age, attitude, channel or content. This thought-provoking session will stimulate discussion on the subjects of test and learn and blending data analysis with customer insight plus creative inspiration to produce highly rewarding experiences for HCPs across the generations. 

Speaker: Paul Dixey - Multi-Channel Lead - Commercial Execution, Novartis Pharmaceuticals UK Limited 

16:25 Ethics & Compliance Update 
A crash course / rapid-fire update on the latest changes and developments in the world of compliance. Subjects to be covered include:
─ The changes to the 2019 Legal and Ethical Guidelines (released at the start of September)
─ News from the ICO on data protection including an update on the definition of data controller
─ News on the draft Market Research GDPR Code of Conduct
─ What’s on the horizon: Brexit – the impact of a no deal Brexit on data transfers to other countries; The challenges to data transfer mechanisms (the Privacy Shield and EU Standard Contractual Clauses) being heard in the European Court of Justice (July 2019); The new Privacy & Electronic Communications Regulation (PECR) expected in 2020
Speaker: BHBIA Ethics & Compliance Committee - led by Catherine Ayland, BHBIA Ethics Advisor

16:55 Panel Q&A – 360 Degree Perspectives on the Topics of the Meeting
Chairs and all speakers 

17:20 BHBIA announcements 

17:30 Close and drinks reception

Delegate Fee - £95 + VAT 

PLEASE NOTE: This is a MEMBERS ONLY EVENT. Price includes ticket to the Summer Evening Event, so you are not required to book separately for the evening. However if you are unable to attend the Evening event, please select the relevant ticket type to enable us to cater appropriately. 

12th September 2019 - Summer Event & Summer Evening Event Booking Options for Members: 

Summer Event & Summer Evening Event

£95 + VAT

Summer Event (Afternoon) Only

£95 + VAT

Summer Evening Event Only

£95 + VAT

Cancellation Policy: Cancellations of bookings can only be accepted in writing to the BHBIA, Ground Floor, 4 Victoria Square, St Albans, Herts AL1 3TF or by email to Full refunds can only be given against a booking if written cancellation is received four weeks prior to the event. After this time, no refunds will be given, however a substitute delegate can be accepted. Full booking terms and conditions.

Online Booking is now closed - if you have any questions regarding bookings already made please contact

Please note any bookings made after 12noon on the 9th September will not be listed in the onsite delegate list. Bookings close 12noon on the 11th September