The BHBIA annual conference is always a highlight in the calendar. A chance to step back from delivery, take the pulse of the industry, and challenge our own thinking alongside peers across healthcare business insights.
With Paula, Jenny, Niamh, and Alice heading along this year, we’ve been comparing notes on the sessions that feel most relevant right now. A few clear themes stand out: AI, patient voice and inclusivity, how healthcare systems are evolving, and the skills insight professionals need as pressure and complexity increase.
Here’s what’s firmly on our watchlist.
AI everywhere: opportunity, acceleration… and guardrails
AI is no longer a future concept in our everyday lives – it’s already embedded in how insight and intelligence are generated, analyzed, and applied. What we’re keen to explore more is not just what’s possible, but where AI genuinely adds value and where constraints are essential.
Sessions like Keep Calm and Let AI Carry On promise a grounded perspective, combining real adoption data with the lived experience of a practicing doctor. Niamh is particularly keen to sense-check longer-term direction against what we’re seeing in our own work.
“I’m keen to see practical methods applied, especially with a real-life doctor on stage to bring AI’s influence on clinical decision-making to life.” – Niamh
The Instar Research session on The Virtual Moderator Revolution digs into how AI moderators are already being used in qualitative work – and where the ethical and practical guardrails need to sit as capabilities expand.
“We’ve been using different AI tools already, so I’m really interested to hear about others’ lived experience and what they’ve learned along the way.” – Paula
Rounding out the theme is AI: Friend, Foe or Fraud? – a fast-paced, Question Time-style debate where panelists and audience alike are forced to take a stance.
“It’ll be great to have an open, fast-paced discussion and really challenge whether AI is a friend, foe, or fraud – I already know which camp I’m in.” – Niamh
The evolving shape of healthcare and what it means for pharma insight
Another strong strand in this year’s program looks at how the healthcare system itself is shifting, and what that means for how pharma engages, positions, and plans.
From sessions on protocolized primary market research and real-world evidence, to deeper dives into pressure on primary care, there’s a clear focus on how evidence, insight, and decision-making are becoming more interconnected.
“We’re all feeling the change in terms of how insight is being used – I’m interested to hear different perspectives on how pharma business is evolving more broadly.” – Paula
The Bryter session Whose Patient Is It Anyway?, explores the tension between hospital and community care, and what happens when responsibility shifts faster than systems are ready for.
“I’m really interested in how the move from hospital to community care might actually play out in the UK – and what that means for pharma strategy and positioning.” – Niamh
For those of us working in forecasting, the session on local guidelines and indication uptake also feels particularly timely.
“I think this will be super interesting for understanding the different influences that shape forecasts in reality.” – Alice
Patient voice, inclusivity and authenticity – doing better, not just more
One of the most encouraging things about this year’s BHBIA agenda is how front and center inclusivity and authenticity have become, not as buzzwords, but as practical challenges to be solved.
From sessions on inclusive research design and neurodiversity, to panels tackling underrepresented patient voices and recruitment barriers, there’s a clear emphasis on moving beyond surface-level inclusion.
“It’s great to see the BHBIA bringing inclusive design to the forefront – not just in research, but from a workplace perspective too.” – Niamh
Patient voice comes through strongly here too, particularly in the panel on improving inclusivity in fieldwork.
“Getting to a truly representative patient voice is so important – and something that’s central to our Beyond Patients work.” – Alice
Sessions on medical misinformation and influencers in women’s health add another layer, exploring how non-clinical voices are shaping behavior, expectations, and demand – for better and worse.
“We’ve been tracking the consumerization of healthcare closely in our Power of Words work, particularly in women’s health and obesity – this feels like a very timely session.” – Jenny
Skills for insight professionals under pressure
Finally, we’re not just connecting about methods and markets but also to explore more on how we show up as insight professionals in high-pressure, high-stakes environments.
Mayday at 8 Miles a Minute stands out as something completely different: an immersive session using aviation and human factors science to explore decision-making under pressure.
“I think this will be brilliant for my personal development.” – Alice
“I’m keen to build on my understanding of human factors and how we operate effectively under pressure – and then share that learning with the team.” – Jenny
Add in sessions on strengthening partnerships between consultancies and fieldwork agencies, sustainability with a refreshingly practical lens, and the always-popular State of the Nation for Healthcare Market Research, and it’s shaping up to be a packed, thought-provoking couple of days.
“I loved the State of the Nation session that Hannah hosted last year – it’s a great way to reflect on trends and what we, as agencies, can do differently.” – Jenny
We’re looking forward to bringing fresh perspectives, challenge, and learning back from BHBIA – and continuing the conversations long after the conference ends.
And of course, as sponsors for the BHBIA BOBI Best Use of Innovation category and as Niamh is a finalist in the BOBI Best Newcomer category, we are very much looking forward to celebrating with all the winners at the evening awards ceremony!
What are you most looking forward to? Let us know if we will see you there!