Emerging Paradigms in Hematology/Oncology: Leveraging Quantitative and Qualitative Insights to Gain Competitive Advantage

Clinical Trials, Life Sciences, Pharmaceutical,
  • Wednesday, November 19, 2014

The field of cancer treatment is highly complex, experiencing an evolution in methodologies and therapies to address the disease. Demands to show progress in reducing cancer-related deaths are at an all-time high, making it crucial for manufacturers to stay abreast of the issues and practices that ensure their products meet the needs of the market and experience positive results.

This webinar will provide insight on several paradigm shifts in the treatment of cancer and expose some unique quantitative and qualitative approaches to prospectively identify leading indicators indicative of emerging treatment patterns. Through a case-study approach, data and insights in multiple tumor types will be presented to share real world situations and solutions.

Key takeaways of this session:

  • Learn about recent paradigm shifts in the treatment of cancer
  • Explore new methods to approach and capture prospective market insights
  • Better understand the role of key drivers in physicians’ decision making
  • Identify new ways to gain a competitive advantage via case study review


Doug Neely, CMPE, MHA, Senior Director, Oncology Insights, Xcenda

Doug Neely, CMPE, MHA, is Senior Director of Xcenda’s Oncology Insights team. In this role, he and his team support the development and implementation of brand strategies utilizing multiple market research tools and Xcenda’s proprietary network of advisors, the Network for Oncology Communications and Research (NOCR).

Mr. Neely brings 20 years of experience in healthcare, with 10 years spent firsthand inside physician practices and hospitals. He combines this provider knowledge with product commercialization expertise to help clients develop effective brand and access strategies. He is an experienced presenter (including the ACCC Annual Meeting and MGMA/AOHA) and has authored publications on reimbursement and access topics both in general and specifically related to oncology products.

A Certified Medical Practice Executive (CMPE) through the American College of Medical Practice Executives, Mr. Neely earned an MHA from the Medical College of Virginia, Virginia Commonwealth University, and a BA from Wake Forest University.

Message Presenter

Arden Buettner, Director, Oncology Insights, Xcenda

Arden Buettner is a Director with Xcenda’s Oncology Insights consulting practice. This team utilizes a unique blend of strategic consulting, clinical expertise, and innovative market research to provide data-driven solutions for partners in the Pharmaceutical and biotechnology industries. Mr. Buettner brings more than 17 years of healthcare and life sciences experience to his current role, the last 15 of which were spent in oncology.

Prior to joining Xcenda, he was the founder and President of Transphorm Health, an independent medical education company that provided online hematology/oncology CME. He had a particular interest in new developments that had the potential to change the way cancer patients are treated. Collaborating with world-class faculty, he produced educational activities that helped clinicians translate these advances into benefits for their cancer patients. Mr. Buettner also spent 10 years in the Pharmaceutical industry with a large manufacturer in the U.S. and Canada, holding roles in oncology marketing, oncology sales, and primary care sales.

Mr. Buettner received a Bachelor of Commerce degree from the University of Saskatchewa

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Who Should Attend?

Persons with responsibility as oncology franchise leaders and brand managers or that work in the areas of marketing, forecasting, or market research/analytics within the pharmaceutical industry. Also appropriate for medical affairs associates.

Xtalks Partner


Xcenda is a strategic consulting firm with 20 years of experience applying real-world expertise in health economics and outcomes research, reimbursement, health policy, market research, and market access strategy. We support global Pharmaceutical companies as well as emerging pre-commercialization phase firms with challenges such as developing an evidence package to optimize access in key global markets, predicting product performance, and identifying reimbursement strategies and programs to maximize patient access. From development through market maturity, Xcenda helps manufacturers identify, demonstrate, and deliver their brand’s value proposition to key healthcare stakeholders.

Xcenda is backed by an even wider breadth of healthcare knowledge and partnerships through AmerisourceBergen Corporation (NYSE: ABC), one of the world’s largest Pharmaceutical services companies. Xcenda’s strategic consulting services support the design of patient support services and specialty distribution programs to improve product access and adherence at every stage of its life cycle.

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