How Five Key Concepts Maximize the Value of Conference Intelligence Coverage

The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

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How Five Key Concepts

Maximize the Value of

Conference Intelligence

Coverage

A Complimentary Webinar from Aurora WDC

12:00 Noon Eastern /// Wednesday 17 December 2014

~ featuring ~

Tom Colman Derek Johnson


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Tom Colman

Tom Colman is President of Nauset Consulting LLC, a business intelligence research and strategy consultancy focused on the healthcare and life sciences space. Prior to founding Nauset in 2010, Tom played a key CI leadership role at the business unit level at Wyeth Pharmaceuticals as Senior Manager of Competitor Insights. In this role, he and his team delivered actionable CI to inform strategy for hundreds of clinical development programs and dozens of marketed drugs. In addition to his responsibilities in primary and secondary intelligence research, Tom also spent several years leading primary market research efforts in several disease areas. Tom’s pharma industry experience spans 16 years, beginning with his first role in Wyeth’s international manufacturing organization. Tom holds a BSE degree in Chemical Engineering from Princeton University and an MSE degree in Manufacturing Systems Engineering from the University of Pennsylvania.

Email: [email protected]

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!

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Agenda

► Key Objectives of Conference Coverage (“why?”)

► Pre-Conference Preparation

► In-Conference Execution

► Intelligence Collection Tactics

► Post-Conference Follow-Up

► Summary, Q&A and Discussion


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Key Objectives of Conference Coverage (“why?”)

Press ReleasesNews ArticlesOther Secondary Intel

Vast Array of SourcesAttendees seeking to learn and share information


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► Broad array of potential sources:► Competitors (Sales & Marketing, New Products R&D,

Manufacturing, Distribution, etc.)

► Suppliers

► Customers

► Industry Observers (Media, Financial Analysts, etc.)

In one way or another, every attendee is a potential source.

► Attendees are there to learn and share

information.


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Remarkable return on CI investment…

Estimated “CI yield” (or ROI) …

1 day of Conference CI can yield

at least as much as

1 week desk-based primary CI (phone/email)


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Pre-Conference Preparation (I)

6-8 weeks before

the conference

4 weeks

before the

conference

1-2 weeks

before the

conference

► Finalize core

competitive set

► Develop / refine

KIQs

► Identify team

members attending

conference

► Request team

assistance /

introduce CI

collection concept

► Review conference

program

► Develop conference CI

planner

► Assign team coverage

responsibilities

► Identify potential

sources

► Arrange meetings with

sources, as

appropriate

► Monitor conference

program for “late-

breakers” and other

changes.

► Hold final pre-

conference CI team

meeting

► Train CI team on

ethical CI collection

► Review KIQs and on-

the-ground logistics


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Pre-Conference Preparation (II)

6-8 weeks before

the conference

4 weeks

before the

conference

1-2 weeks

before the

conference

► Finalize core

competitive set


KIQs

► Identify team

members attending

conference

► Request team

assistance /

introduce CI

collection concept


program


planner


responsibilities


sources


sources, as

appropriate




changes.

► Hold final pre-

conference CI team

meeting






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Pre-Conference Preparation (III)

In addition to oral presentations, also consider including details of:

► Poster Presentations

► Exhibitors

► Product Demonstrations

► Key non-presenter sources anticipated to attend

► And more…

► Example Conference CI Planner:

MLB 2014 Winter Meetings (San Diego)


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Pre-Conference Preparation (IV)

6-8 weeks before

the conference

4 weeks

before the

conference

1-2 weeks

before the

conference

► Finalize core

competitive set


KIQs

► Identify team

members attending

conference

► Request team

assistance /

introduce CI

collection concept


program


planner


responsibilities


sources


sources, as

appropriate




changes.

► Hold final pre-

conference CI team

meeting






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In-Conference Execution (I)

► In-person pre-con meeting (if possible)

► On-the-ground, immediately before conference kick-off

► Face-to-face introductions

► Review core competitive set and KIQs

► Reconfirm CI coverage assignments

► Review highlights of ethical CI collection training

► Reiterate conference logistics


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In-Conference Execution (II)

►Daily, in-person debriefs (if possible)

► Ideally, held in early morning or late afternoon

► Private area or room is essential

► Review new CI learnings

► Reprioritize KIQs, as appropriate, based on new CI

learnings

► Review anticipated highlights for the coming day

► If you want people to attend, FEED THEM!


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In-Conference Execution (III)

►Daily Bullet Point Summaries (if possible)

► Ideally, bullet points will mirror the key discussion points from in-person debrief meeting.

► Aim for no more than five overall key themes of the day; one to two sentences per bullet/theme.

► Valuable method for engaging team members and management not in attendance at the conference.

► Provides an excellent starting point for your top-line post-conference report.


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Intelligence Collection Tactics

► Be sure you know…what you know and what you don’t know.

► Go beyond what’s available in print (brochures, posters, presentation slides)

► Know your sources – develop relationships

► Follow the rules (photography, etc.)

► Behave ethically


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Post-Conference Follow-Up (I)

► Top-Line Debrief Discussion & Report

► Aim to reconvene the team (attendees and non-attendees) within one week of conference conclusion

► CI lead should guide discussion with top-line CI bullet points slides (i.e., the top-line report)

► This is a discussion, not a presentation!

► So, be sure to collect teammates’ additional CI findings (to incorporate into final CI report)

► Use this opportunity to begin refining and reprioritizing your core competitive set and KIQs


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Post-Conference Follow-Up (II)

►Final Post-Conference CI Report

► Incorporates additional CI from top-line debrief discussion as well

as additional findings from full CI notes.

► May include…

Core Competitive Set &

KIQs

Assessment of competitive

activity level at conference

Source list (not names, but

titles or source types)

Executive Summary

Key CI findings

Conclusions & Next Steps


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Post-Conference Follow-Up (III)

And finally…

Start planning your next conference

coverage CI effort!


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Thank you! Now how about a little Q&A?

Tom Colman

Email: [email protected]

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!


http://aurorawdc.com/

How Five Key Concepts Maximize the Value of Conference Intelligence Coverage

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