Human Insight in a Data-Driven World: Our Day at EPHMRA Switzerland

By Jemma Reast, Senior Research Director, Madano

Whilst it’s always nice to get out to the conference setting and into learning mode, there’s something about a one-day event that sharpens your focus. And Ephmra 2025 Switzerland delivered.

From machine learning and multi-market trackers to the subtleties of claim validation, the programme was packed with substance – and refreshingly light on fluff.

Our session – ‘The Qual/Quant/Analytics Success Sandwich’

We explored how a triangulated research approach helped position a novel healthcare diagnostic tool that didn’t quite fit existing categories. Alongside my brilliant colleague, Jarlath, I walked through the layered methodology we used: integrating stakeholder interviews, social listening, target customer interviews and data science to build a cohesive market view, guide messaging, and define a new product category from the ground up.

The discussion during and after our talk was one of the highlights. In the final expert roundtables, we fielded smart, practical questions about how we use AI responsibly, how we apply our proprietary Kite model to decode complex stakeholder needs, and how language differs between what people say and what they really mean.

But it wasn’t just our session that stood out.

Umit Aktas and Melike Merdan from Bayer opened the day with a compelling look at how in-house machine learning models can pinpoint early adopters – a reminder that AI, when well-applied, can genuinely enhance insight rather than obscure it.

Later, Ralf Jansen shared how Boehringer Ingelheim stitched together a 60+ market corporate tracker with minimal resource, without sacrificing local engagement. That level of orchestration is no small feat – and it sparked thoughts about how we handle scale and complexity without losing nuance.

Jeremy Hollow’s talk on cultural signals in claim validation was another standout. It grounded brand strategy in lived experience, showing how the how of communication can matter as much as the what.

The shared commitment to rigour and relevance was clear.

Everyone seemed aligned on one thing: data is only useful if it leads to better decisions. That might sound obvious, but it’s a nuance often lost in industry events.

Whether it was linking syndicated data sources to boost patient insight, or debating the right metrics for success in a hyper-regulated environment, the sessions reminded me that our job isn’t just to collect evidence – it’s to make it matter.

Want to know more about what we do and our take on all things insights?

If you’re curious about our analytics sandwich (we promise it’s more insightful than edible), drop us an email – [email protected] – or let’s talk over coffee.