Where Strategy Meets Science, and Insights Drive Innovation: Reflections from PMRC Bay Area

In the hub of innovation, last week’s PMRC Bay Area conference served as a powerful reminder of why healthcare market research continues to play a central role in shaping meaningful progress across our industry. It was more than a gathering of researchers, it was a forum where strategy met science and insights met development.

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One of the most compelling sessions came from Elizabeth Jeffords, President & CEO of Iolyx Therapeutics. In her keynote, Elizabeth traced her journey from market research analyst to the C-suite, underscoring the enduring impact that analytics has had on her decision-making as a leader. Her message was a welcome affirmation: market research is not a stepping stone, it’s a cornerstone.

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She emphasized that the voice of the customer should remain central to everything we do, from discovery to commercialization. “We’re here to serve patients,” she reminded us. And that service begins with truly listening, to patients, to providers, and even to ourselves. She also offered a call for greater intentionality in how patients are portrayed in pharmaceutical advertising, reinforcing that empathy, not just insight, must be at the heart of our work.

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Another standout was the keynote by Vishal Sharma of Deciduous Therapeutics – From Molecules to Morals: AI’s Expanding Role in Drug Discovery and Care. The session explored how machine learning is transforming drug discovery and trial design, bringing us closer to personalized medicine, but not without ethical complexity. As we adopt predictive modeling, we must be vigilant in ensuring these tools support care rather than undermine it.

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Across other sessions, a few common themes emerged:

• AI is here, and it’s powerful – but it’s not infallible. Knowing how, when, and why to use it is as important as the technology itself.
• Patients remain at the center. Their voices, stories, and experiences are more than data points, they are the foundation for meaningful innovation.
• The human touch still matters. In an increasingly automated world, the ability to listen, interpret, and empathize remains a competitive advantage.

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In short, PMRC Bay Area was a welcome convergence of vision, rigor, and reflection. For those of us passionate about using insights to shape better therapies and better health systems, it was a reminder that our work doesn’t just inform strategy, it defines it.