The Pharma Brand Planning Course
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Edouard Demeire
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- Maximize the sales of your brand with a marketing plan that logically links actions to patient / stakeholder insight and analysis.
- Apply key concepts & tools such as: Static & Dynamic Patient Flows - The Road to Purchase – Stakeholder Functionality Insight – State-of-the-art Market Segmentation & Brand Positioning Processes - Evidence-Based Marketing Mix Design.
- Know how to produce more effective brand plans in both "Red Ocean" and "Blue Ocean" markets.
- Get hands-on training in group work with a case that runs throughout the course.
- Learn from Edouard's in-depth expertise and extensive experience in pharma marketing strategy.
What sets this course apart?
The expert: Edouard forces you to think “out-of-the-box”. He challenges his audience and, while he is an authority in pharma marketing strategy, he also transposes learnings from other industries to stimulate creative thinking. His approach sparks plenty of new ideas!
The content: You will learn how and when to use simple but powerful analytical tools in a well-structured process that culminates in the design of “visionary”, high-impact brand plans with a logic between the final action plan and market dynamics. You will be armed with a box full of handy tools that can be implemented the first day you return to the office!
Who should attend?
This course is highly suitable for marketeers early in their career who wish to master the concepts and tools required to generate successful brand marketing plans. It is also beneficial for more experienced managers who want to benchmark and refresh their current practices.
Finally, this course is also highly valued by non-marketeers wishing to gain a thorough understanding of pharma marketing planning and how they can contribute to this process.
Past participants
Following is a non-exhaustive list of delegate profiles that participated in this course:
Commercial Manager - EU Partnership ALK-Abello Denmark testimonial International Product Manager ALK-Abello Denmark testimonial Medical Product Manager Astellas Germany testimonial Medical Affairs Manager - CNS AstraZeneca Belgium Product Manager AstraZeneca Slovenia Product Manager Biogen Idec Belgium Managing Director Branding Sciences UK General Manager GlaxoSmithKline Estonia Marketing Manager IMS Health Belgium Vice President Marketing Kowa Pharmaceuticals UK Managing Director Medis Slovenia Marketing Manager Medis Hungary testimonial Global Product Manager Merck Serono Switzerland Marketing Manager Nycomed Russia Marketing Director Pfizer USA testimonial International Product Manager Roche Switzerland Head of Global Commercial Effectiveness Solvay Germany Associate Director CNS Operations UCB Belgium Product Group Manager UCB Finland testimonial Global PMI Manager UCB Belgium
Programme outline
On day 1 the course starts at 8:30 with a welcome coffee and ends on day 2 at 16:00
Day 1
Welcome & General Introduction
- The importance of vision-generating marketing planning (as opposed to template-based)
Properly Determine and Understand Your Brand’s Market
- Different approaches to define a brand’s market.
- Use of static patient flow models – "Are your patient flows vision-creating?"
- Gain insight through dynamic patient flow models and fully grasp customer behavior by using the “Road to purchase/Patient Journey” tool and “Customer Functionality” concept.
- Group work on: Patient flows and patient-based market definitions
Segmenting the Market and Prioritizing Segments
- An overview and discussion of the most commonly used segmentation approaches.
- The 5 steps to get the segmentation process right.
- Which criteria should you use to segment your brand’s market?
- Prioritizing market segments using the “Segment DPM Approach”.
- Targeting: how to manage for successful implementation.
- Group work on: Designing the segmentation process as well as identifying and prioritizing customer segments from a perspective of both long term attractiveness and short term responsiveness
Positioning Your Brand
- The 5 steps to get the positioning process right.
- How to grasp and map customer perceptions and which one of the three “Perception Analysis” techniques should you use.
- Different ways to position your brand and how to select the best positioning.
- What should a good positioning statement include so that it defines the key claims to be communicated.
- Plenary case discussion on: Brand positioning and the benefits of branding pharmaceutical drugs
GROUP DINNER in the city centre
Day 2
Strategies and Tactics in “Red Ocean Markets"
- Understand the “Hierarchy of Effects” of Rx decision making processes.
- Creative strategies to impact the steps in the AIITA prescription process most relevant for your product (AIITA = Awareness– Interest – Intent – Availability/Accessibility – Trial – Adoption).
- Use the “Market Influence Grid” of your brand’s market to identify key stakeholders and extract a limited number of key business drivers.
- Design innovative plans in “Red Ocean markets” by linking actions to the “Road to Purchase” tree.
- Group work on: Designing the marketing mix in a "Red Ocean" market
Strategies and Tactics in “Blue Ocean Markets”
- What does customer satisfaction mean in your brand’s market and what impact does it have on your brand’s profitability.
- How to analyse the value drivers for each of the key stakeholders for your brand.
- How to reduce the impact of your competition by delivering true, innovative customer value.
- How to design marketing mix strategies that truly generate value innovation for those key stakeholders.
- Group work on: Innovative marketing mix design in a "Blue Ocean" market.
Plenary Discussion
Learning methodology
This course uses a variety of learning approaches, including interactive lectures, a case study (Betaprolol case), as well as group work and plenary discussion sessions.
Working in groups of 3-5 delegates on the Betaprolol case, developed by Prof. Demeire, will enable you to practise the concepts and tools taught during the interactive lectures that alternate with group work.
Meet the expert: Edouard Demeire
Edouard Demeire uniquely combines in-depth pharma marketing expertise with academic rigour and a wealth of training experience all over the globe. His teaching, consulting and research focus is on systematic decision support tools and models for pharma marketing strategy.
Edouard has trained well over 4000 executives in the pharmaceutical industry. He is a Visiting Professor at CEDEP/INSEAD in Fontainebleau, Solvay Business School in Brussels, ESCP-EAP in Paris, and SIMI in Copenhagen. In addition, he ran hundreds of workshops at AZ, Eli-Lilly, MCE, Novartis, Organon, Roche, Schering-Plough, as well as with many midsize pharmaceutical companies.
He is a close colleague of Prof. Marcel Corstjens of INSEAD. Together they developed the very successful STRATPHARM business simulation game and authored several authoritative articles in the area strategic pharma marketing.
Dates
26-27 March 2009, Barcelona
25-26 May 2009, Brussels
28-29 September 2009, Barcelona
Venue & Accommodation
26-27 March 2009
28-29 September 2009These courses take place at the Hotel Barcelona Princess which is situated in front of the CCIB (Centre Convencions Internacional Barcelona), close to the metro station Fórum.
Hotel Barcelona Princess
Avda. Diagonal, 1
08019 Barcelona
Spain
Tel: +34 933 56 10 00We have secured preferential room rates at this four star superior hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, you will receive from C.E.L.forpharma a Hotel Barcelona Princess Accommodation Sheet for you to complete and return by fax. Do not hesitate to contact Marie Stricklesse, Programme Coordinator, if you need assistance in this matter (marie.stricklesse@celforpharma.com ; tel +32(0)27092241).
25-26 May 2009
This course takes place at the Sheraton Airport Hotel & Conference Center which is situated in front of the Brussels National Airport, literally at 2 minutes walking distance from the arrival hall.
Sheraton Brussels Airport Hotel
Brussels National Airport
1930 Zaventem
Belgium
Tel: +32 (0) 2 710 80 00
Fax: +32 (0) 2 710 80 80
We have secured preferential room rates at this five star hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, you will receive from C.E.L.forpharma a Sheraton Brussels Airport Hotel Accommodation Sheet for you to complete and return by fax. Do not hesitate to contact Marie Stricklesse, Programme Coordinator, if you need assistance in this matter (marie.stricklesse@celforpharma.com ; tel +32(0)27092241).
Registration fee
Discount Price(*) -20% 2.160€ 2.700€
Discount Price(*) -20% 2.160€ 2.700€
Discount Price(*) -20% 2.160€ 2.700€ * (excl. VAT)
To register, please go to our online registration form.
Testimonials
“Edouard has great communication skills. He provides many insights into problem solving.”
Ivana Hejtmankova, Marketing Manager, Abbott – Czech Republic
“A powerful presentation from the first till the last minute!”
Michael Uecker, International Product Manager, ALK-Abello – Denmark
“This was a high level training on the primary principles of pharma brand marketing.”
Koen Union, National Sales Manager CNS, UCB – Belgium
"This course will be very beneficial for my future work. Thank you for the professional organization."
Domonkos Erdelyi, Marketing Manager, Medis - Hungary
"Great program and excellent expert-speaker. I definitely recommend to every marketer."
Raphael Blum, Marketing Director, Pfizer - USA
"Highly professional! Edouard is one of the best business lecturers"
Maria Paavilainen, Product Group Manager, UCB - Finland.
"It was the best course I have ever attended regarding Brand Management. All aspects have been fully satisfactory. Thank you very much."
Pablo Ouro, Keppra Brand Manager, UCB - Spain
"The pharma brand planning course gives further insight for pharma marketers involved in the brand planning process while makes you recognise that brand planning is not just filling the templates, it is for the brand’s success."
Esra Güney Baris, Managing Director, FarmaCity - Turkiye
"Generally very inspiring and thought provocative. Great input to rethink some of your strategies and analysis models."
Pernille Gude, International Product Manager, ALK-Abelló - Denmark
"Edouard Demeire is a fantastic presenter. His presentation is colourful, exciting and he never loses the attention of his audience, not even for a second."
Ulrike Hartmann, Medical Product Manager, Astellas Pharma GmbH - Germany
"It was a great learning experience to participate in the Pharma Brand Planning Course. Edouard Demeire was fantastic in delivering the messages in a highly inspiring way and his strong force is that he manages to lift himself and the group "above" the many powerpoint slides, where participants usually get tired after the first 30 slides. Edouard Demeire did a great job getting a group of many nationalities to work together with great enthusiasm solving tasks based on a case from the pharma industry. It is the first course where I feel that I actually go home with hands-on-experience and inspiration that I can use in my daily life as Product Manager."
Marianne Friis, Commercial Manager EU Partnership, ALK-Abelló - Denmark
"The course was very valuable and confirmed that we are on the right track in our brand planning process. The discussions were inspiring and I returned with a number of new ideas and analysis models to implement."
Merete Kræmer, Senior Product Manager - Novo Nordisk Region Europe A/S - Switzerland
"Edouard is highly knowledgeable, with good references to real life cases."
Bruce Boulanger, Director Global Sales Force Effectiveness, Solvay - Germany