A 2-Day Training Course Delivered By
Dr. Neal Hansen

Dr. Neal Hansen

  • Europe’s most authoritative expert on lifecycle management strategies in the pharmaceutical industry.
  • Leading consultant for superior decision making in LCM and brand strategy.
  • A world-class speaker and trainer!
  • Co-author of Pharmaceutical Lifecycle Management – Making the Most of Each and Every Brand (Wiley & Sons, 2012).

By Attending This Course, You Will

  1. Understand product maturity and be prepared for what happens at patent expiry.
  2. Know which drivers of differentiation can be used in a seemingly undifferentiated world.
  3. Learn where, when and how to compete in a generic world using pricing and contracting strategies, authorised and own generic strategies, Rx to OTC switching strategies, etc.
  4. Learn how to select the best tactics for your brand(s).
  5. Be able to take portfolio management decisions at late stage.
  6. Know how to build winning organisations in late stage LCM.
  7. Gain insights from real world LCM case studies and benefit from Neal’s insightful recommendations based on his unique background as a senior consultant in working on LCM solutions for many pharma companies.


Why You Should Attend

The Content: This is the only public course entirely focused on LCM in the later stages of a pharmaceutical's lifecycle. The content is based on the expertise Dr. Neal Hansen built through his numerous consulting assignments for pharma companies in the area of LCM, which culminated in a book he co-authored with Dr Tony Ellery (ex-Novartis): Pharmaceutical Lifecycle Management - Making the Most of Each and Every Brand published by Wiley and Sons in mid-2012. Neal enriches his course with insightful recommendations he has drawn from working on pharma LCM solutions, in a format that fosters interaction and learning.

The Expert: Not only is Dr. Neal Hansen highly knowledgeable about pharma LCM, he is also a talented speaker – very lively and passionate about this subject. He has worked globally with senior executives in the pharma industry across therapeutic areas and is very knowledgeable about realities in the national markets.

The Late Stage Pharma Lifecycle Management course is the only available public training course delivered by Dr. Neal Hansen on the topic of lifecycle management.



Day 1 – Managing Patent Expiry



Introduction & Scope of the Day


Understanding Product Maturity – What Happens at Patent Expiry?


  • What defines product maturity?
  • Market forces shaping the landscape for late stage LCM
  • What happens at patent expiry – exploring the world
  • Generic company strategies – what are their goals?
  • Defining success in late stage LCM – what are our goals?

Coffee Break


Breakout Exercise – Predicting Life After Patent Expiry

  • Exploring factors shaping the likely impact of patent expiry
  • Exercise to explore different patent expiry scenarios.
12:30 Lunch


Preparing for Patent Expiry - Differentiating in an Undifferentiated World

  • Drivers of differentiation in a mature world
  • Clinical differentiation – what is still possible?
  • Focus on unmet needs – what can we do?
  • New indications – can they work?
  • Reformulations – what is needed for success?
  • Fixed dose combinations – when can they work?
  • Promotion for established brands – making it cost-effective
14:45 Coffee Break


Breakout Exercise – Assessing Preparedness for Patent Expiry

  • Evaluation of hypothetical patent expiry preparedness plans
  • Exercise to refine and improve plans


Commercial Success – Where, When and How to Compete in a Generic World

  • Understanding the drivers of competition in a generic world
  • Where and when to compete
  • Pricing and contracting strategies
  • Authorised and own generic strategies
  • Rx to OTC switching


Final Discussion & Closing of Day 1


Group Dinner


Day 2 - Organising for Success and Winning with Established Brands



Organising for Success – The Right Process, the Right People

  • Organisational must haves – building success
  • Structuring for success – lessons from the industry
  • Planning for success – what makes a good LCM plan
  • From plan to action – realising success for your brands
10:30 Coffee Break


Beyond Patent Expiry – Managing Established Brands


  • Managing a mature brands portfolio – what to keep and what to drop?
  • To withdraw or not – discontinue, divest or de-prioritise?
  • Building a portfolio – expansion strategies to drive growth
  • Portfolio-based LCM prioritisation – acting in the best interest of the whole…


Breakout Exercise – Portfolio Management for Established Brands

  • Exercise to explore portfolio management
  • Case study for investment and divestment
12:30 Lunch


Priority Established Brands – How Can you Drive Growth?

  • Drivers of success for established brands
  • Tactical levers – what is still viable?
  • Promotion for established brands – making it cost-effective
  • Convincing the organisation – building the business case
14:30 Coffee Break


The Future for Late Stage Lifecycle Management

  • A picture of the world in 2020
  • The role of established brands in 2020
  • A vision of success and the pathway for Pharma


Final discussion




Learning Methodology

Neal is not only an insightful and inspirational speaker but also actively engages delegates in interactive discussions. His interactive lectures alternate with group work exercises during which delegates can reflect on the theory and practise decision support techniques.

One of the most valuable aspects of attending any C.E.L.forpharma course is not only being able to have your specific questions answered by a leading expert, but also having the opportunity to share experiences and have in-depth discussions with your international peers.

info The typical audience size of our courses ranges from 6 to 24 (max) participants.

Who Should Attend?

Brand Managers and their managers, as well as managers in related planning and intelligence functions dealing with mature brands.

As this course is delivered by Neal Hansen, Founder & Managing Director of Align Strategy - an independent international consulting business focused on advising and facilitating superior decision making in lifecycle management and brand strategy, executives from other professional service agencies should request approval prior to registering for this course. Please contact Annelies Swaan, Head of Business Operations, for more information (annelies.swaan@celforpharma.com, tel +32 (0)2 709 01 42).


Past Participants

Below is a non-exhaustive list of past participants who have benefited from attending this course.


Job Title



Director, Global Commercial Strategy Abbvie USA
Associate Director Marketing Europe, Canada, Latin-America, Africa Partnership Actelion Switzerland
Director Licensing Astellas Netherlands
Project Manager Mature Products Bayer Healthcare Pharmaceuticals Belgium
Associated Director Manufacturing Science Biogen Germany
International Product Manager Boehringer Ingelheim Germany
Senior Manager Medical Affairs MDS Celgene Switzerland
Portfolio & Marketing Manager - Oncology Fresenius Germany
Associate Director Gruenenthal Germany
Established Brand Manager Janssen Sweden
Head of Commercial Innovation LEO Pharma Denmark
Cymbalta Late Life Cycle Leader ACE Lilly Italy
Responsabile Medico Marketing Menarini Italy
Nordic Franchise Business Leader Merck Group Denmark
Regional Marketing Lead Merck Sharp & Dohme Switzerland
Global Brand Manager Merz Germany
Market Access/KAM Strategic Planning Manager Novartis Belgium
Senior Global Project Manager - Life Cycle Management Novo Nordisk Denmark
Regional Director Pfizer Ireland
Business Developpment Marketing Manager Roche France
Global Product Planning Management Sanofi France
Sales Manager Servier Hungary
International Marketing Director, Resolor Shire Switzerland
Global Brand Director Swedish Orphan Biovitrum Sweden
Head of Established Brands Business Teva Russian Federation
Ass Director, Commercial Support & Industrialization UCB Belgium
Marketing Director Vifor Pharma Switzerland



Dates & Locations

All C.E.L.forpharma courses are held in top-class four or five star hotels situated in easily accessible locations, either close to an international airport or near public transportation links in city centre locations.


  • 29-30 November 2016, Brussels

This course takes place at the Hilton Brussels Grand Place Hotel which is situated opposite Brussels Central railway station, in the heart of the historic city centre of Brussels. The hotel is only 20 minutes away from Brussels International Airport by train.

Hilton Brussels Grand Place

Carrefour De l’Europe 3

1000 Brussels


Tel: +32 2 548 42 11


  • 16-17 May 2017, Zurich

This course takes place at the Hilton Zurich Airport Hotel which is located just five minutes from Zurich Kloten Airport with the complimentary shuttle. Zurich’s vibrant city centre is located only a fifteen minutes’ drive away.

Hilton Zurich Airport Hotel

Hohenbuehlstrasse 10

Opfikon-Glattbrugg 8152


Tel: +41 44 828 50 50


  • 14-15 November 2017, Brussels

This course takes place at the Parker Hotel Brussels Airport which is located 15 minutes by car from Brussels city centre, or 5 mins by a complimentary regular shuttle bus from Brussels National Airport.

Parker Hotel Brussels Airport 

Bessenveldstraat 15

1831 Diegem


Tel: +32 2 713 66 66



Hotel Booking Assistance

Having built a strong relationship with each hotel, C.E.L.forpharma has secured preferential room rates for our delegates who book their accommodation three weeks or more prior to the course. Upon your registration, we will help you make your hotel booking. For any assistance in this matter please do not hesitate to contact Sarah Nissen, Programme Coordinator (sarah.nissen@celforpharma.com, tel +32 (0)2 709 01 46).

Included in the Registration Fee

  • Course Material (Digital & Print Versions)
  • Coffee, Tea & Refreshments During the Course
  • Lunch During the Course
  • A Group Dinner on the First Day
  • Certificate of Attendance Signed by the Expert


Group Discounts

Team discounts can be offered to 3 or more delegates from the same company. Contact Annelies Swaan, Head of Business Operations, (annelies.swaan@celforpharma.com) for more details.


How to Register

  1. Click the "Register Now" button on this page.
  2. Choose a course date, then fill out your personal details in step 1 and company / invoicing details in step 2.
  3. Choose to pay via bank transfer / invoice or by credit card.
  4. Click "Confirm Registration". You will be sent an automatic email confirming your registration followed by a personal email containing a pro-forma invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Britt De Cat.
(email: britt.decat@celforpharma.com or call: +32 2 709 01 44)


Transfer & Cancellation Policy

Flexible Transfer

  • If a registrant cannot attend the scheduled course, he/she can avoid any cancellation charge by sending a suitable replacement participant.
  • Alternatively, the registrant can transfer once on a “space available” basis at no extra cost, until 1 week prior to the event, to another course held within one year of the original course date.

Participant Cancellation

  • Cancelling 5 weeks or more prior to the course: cancellation fee of €250.
  • Cancelling 4 to 3 weeks prior to the course: 25% of the invoiced registration fee.
  • Cancelling 14 to 7 working days prior to the course: 50% of the invoiced registration fee.
  • Fewer than 7 working days or if no notification received: registrant liable to pay invoiced registration fee.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for paid registration fees.

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