The Pharma Brand Planning Course
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Edouard Demeire
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> Print this pageBy attending this course:
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You will increase the sales and marketing ROI of your brands by learning how to determine the marketing tactics that will effectively leverage opportunities in the market. | |
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Your future brand marketing plans will logically link marketing tactics to smarter patient / stakeholder insight and analysis. | |
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For your brands in “Red Ocean” (highly competitive) markets, you will know how to design marketing mixes that are superior to the competition. | |
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You will learn how to make the competition irrelevant by creating “Blue Ocean” (highly innovative) market environments for some brands, using value innovation concepts and tools. | |
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You will be armed with a box full of handy tools you can use back in the office. | |
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You will benefit from Edouard's wealth of experience in training & coaching numerous pharma companies on best-practice pharma brand marketing planning across a wide spectrum of therapeutic and geographical markets. |
What sets The Pharma Brand Planning 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 as of first day you return to the office!
Who should attend?
The Pharma Brand Planning Course is highly suitable for marketers 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-marketers wishing to gain a thorough understanding of pharma marketing planning and how they can contribute to this process.
Past participants
Below is a non-exhaustive list of executives who participated in The Pharma Brand Planning Course:
Marketing Manager Abbott Czech Republic testimonial Business Manager Actelion Greece testimonial Senior Manager, Global Market Research Actelion Switzerland testimonial Global Brand Manager Zavesca Actelion Switzerland 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 Country Division Head Bayer Schering Pharma Romania testimonial Global Brand Manager Bayer Schering Pharma Germany Product Manager Biogen Idec Belgium Managing Director Branding Sciences UK Product Manager Cantabria Pharma Spain testimonial Director Regulatory and Business Development Cantabria Pharma Spain testimonial Business Manager BeLux Cephalon The Netherlands testimonial Product Manager Fresenius Germany Product manager LSD Genzyme Belgium testimonial General Manager GlaxoSmithKline Estonia Manager Established Brands Grünenthal Germany testimonial Scientific Medical Advisor Heel Germany testimonial Marketing Manager IMS Health Belgium Vice President Marketing Kowa Pharmaceuticals UK Product Manager Critical Care LEO Pharma The Netherlands testimonial Field Product Manager Lundbeck UAE testimonial Managing Director Medis Slovenia Marketing Manager Medis Hungary testimonial Product Manager Medis Slovenia testimonial Global Product Manager Merck Serono Switzerland Product Manager Diabetes Novo Nordisk Switzerland Marketing Manager Nycomed Russia Global Brand Manager Orion Pharma Finland Managing Director Pariksith India testimonial Marketing Director Pfizer USA testimonial Therapy Area Sales Leader Pfizer Russia testimonial International Product Manager Roche Switzerland Field Product Manager Sanofi-aventis Norway testimonial Head of Global Commercial Effectiveness Solvay Germany Senior Manager Commercial Operations Tillotts Pharma Switzerland testimonial Brand Manager Immunology UCB The Netherlands testimonial National Sales Manager CNS UCB Belgium testimonial Product Group Manager UCB Finland testimonial
Programme outline of The Pharma Brand Planning Course
On day 1 the course starts at 08:30h with a welcome coffee and ends on day 2 at 16:00h
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 behaviour 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
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 to 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 has run hundreds of workshops at AZ, Eli-Lilly, MCE, Novartis, Organon, Roche, Schering-Plough, as well as with many medium-sized 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 of strategic pharma marketing.Edouard developed the brand plan quality checklist, a tool for assessing the quality of your brand plans. Click here to download this checklist for free.
Dates
- 12-13 March 2012, Madrid
- 11-12 June 2012, Istanbul
- 15-16 October 2012, Brussels
- 10-11 December 2012, Brussels
Venue & Accommodation
12-13 March 2012, Madrid
This course takes place at the Hilton Madrid Airport Hotel, which is located just a few minutes away from the Madrid Barajas International Airport and the vibrant city center.
Hilton Madrid Airport Hotel
Avenida de la Hispanidad 2-4
28042 Madrid
Spain
Tel: +34 91 153 40 62
Fax: +34 91 153 40 21We have secured preferential room rates at this hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, C.E.L.forpharma will send you a Hotel Accommodation Sheet to complete and send back. Do not hesitate to contact Tanya Petroffa, Office Assistant, if you need assistance in this matter. (Tanya.petroffa@celforpharma.com; tel +32(0)27092107)
11-12 June 2012, Istanbul
Hotel to be confirmed
15-16 October 2012, Brussels
10-11 December 2012, BrusselsThese courses take place at the Sheraton Airport Hotel & Conference Center which is situated opposite Brussels National Airport, literally a 2 minutes' walk 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 80We have secured preferential room rates at this four-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, C.E.L.forpharma will send you a Sheraton Brussels Airport Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Tanya Petroffa, Office Assistant, if you need assistance in this matter. (Tanya.petroffa@celforpharma.com; tel +32(0)27092107)
Registration fee
Price(*) €2.970
Price(*) €2.670 €2.970
Price(*) €2.670 €2.970
Price(*) €2.670 €2.970 * (VAT excl.)Group discounts are offered as of 3 or more registrations from the same company.
Do not hesitate to contact Tanya Petroffa, Office Assistant, (Tanya.petroffa@celforpharma.com;
tel +32(0)27092107) for more information.To register, please go to our online registration form.
Testimonials of The Pharma Brand Planning Course
"So clear and so practical that everybody introduced in marketing, even since a long time, needs to follow that great speaker, so professional, really enthusiastic."
Anne Thorez, Product manager LSD, Genzyme - Belgium (December 2011)
"I really got a lot of practical ideas to be implemented in our local markets which will help us to improve our brand image."
Mohamed Asem Beltagy, Field Product Manager, Lundbeck – UAE (September 2011)
"Being a new brand manager, Edouard gave me several useful tools in marketing abilities. Looking forward to another course."
Thomas Velle, Field Product Manager, Sanofi – Norway (September 2011)
"A highly effective and practical pharma marketing course. Interactive and led by a very experienced trainer."
Anthea Haak, Brand Manager Immunology, UCB – The Netherlands
"I found this course highly useful and very well organized. I will certainly recommend it to my colleagues. The expert-trainer Edouard Demeire is phenomenal and greatly skilled in the area of brand marketing planning."
Signe Reidla, Senior Manager Commercial Operations, Tillotts Pharma – Switzerland
“As a market researcher, The Pharma Brand Planning Course will greatly help me to understand my internal customers in marketing. Edouard is very experienced and interacts very effectively with the audience.”
Gareth Lane, Senior Manager, Global Market Research, Actelion - Switzerland
“An interesting training, well structured and easy to follow with a good mix of people, good teacher, well organised.”
Martyna Lauritzen, Junior International Product Manager, LEO Pharma - Denmark
“The Pharma Brand Planning Course should be a must for sales and medical staff in order to understand each other.”
Jan Van Assche, Regional Sales Manager, UCB - Belgium
"An excellent, concise, well presented, practical and challenging course about pharma brand planning in 2 days!"
Christine Tanguy, E-business Development Director CNE, Elsevier - Belgium
"Great teacher, complete course, well organized."
Barbara Ronca, Brand Manager Respiratory Franchise & Primary Care, Chiesi - Italy
"A very interesting training with a good mix of people. Good combination of familial atmosphere and professional training."
Katharina Aschenbrenner, Product Manager, Miltenyi - Germany
"Very useful course with an appropriate coordination and trainer, maximized with an enthusiast participation. Exceeded expectations."
Marisa Belchior, Marketing Assistant, Boehringer Ingelheim - Portugal
"As a non marketer this is an excellent and well structured course which gives a good overview on brand planning. This enables me to work more efficient with brand management on a daily basis. Thanks Marie and Edouard; great job!"
Robbert van der Meulen, Head Communication Services Global Brands, Grünenthal - Germany
"Excellent mix of newest theory and practice. The Pharma Brand Planning Course is a must-have!"
John Ashraf, Project Manager, Skim Group - The Netherlands
"This was a great opportunity to learn what "marketing people" live with, to get insight into their needs. And it was great to understand what pharma brand planning is about as a non-marketeer."
Konstantin Cesnulevicius, Scientific Medical Advisor, Heel – Germany
"A very pragmatic approach, not only theoretical."
Manuel Estrela, Manager Established Brands, Grünenthal - Germany
"The Pharma Brand Planning Course was really great. Two days simply enjoying and accumulating."
Catalin Radu, Country Division Head, Bayer Schering Pharma – Romania
"My first course where theory and real-life cases are directly applicable."
Peter Mathijs, Business Manager BeLux, Cephalon – The Netherlands
"The Pharma Brand Planning Course is a sophisticated yet realistic and practical course that will be of great value."
George Karakostas, Business Manager, Actelion - Greece
"Waouw, the whole brand planning process in 2 days! And now I have everything together in one binder. Bingo!"
Nina Virt Skof, Product Manager, Medis – Slovenia
"This pharma marketing training provides you with enough starting points to look at your marketing job in a theoretical way."
Chantal Boeijkens, Product Manager Critical Care, LEO Pharma – The Netherlands
"The best trainer combined with useful information in a good theory-practice balance: basis for being the best course!"
Nataliya Bessonova, Therapy Area Sales Leader, Pfizer - Russia
"Very practical and interactive course which will add value to professionals. Overall workshop organized in a nice and effective way. Keep continuing the best."
Sathish Kumar Shanmugam, Managing Director, Pariksith – India
"The Pharma Brand Planning Course is a complete, detailed and extremely useful course for a junior Brand Manager."
Alfonso Carrillo, Product Manager, Cantabria Pharma - Spain
"The Pharma Brand Planning Course is a very comprehensive course with clear messages and high quality presentations. It is well structured and easy to follow."
Paloma Martinez, Director Regulatory and Business Development, Cantabria Pharma - Spain
"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 pharma marketing 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 pharmaceuticals marketing 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
Tips & Insights from Edouard Demeire:
- Who is better off: the first entrant or the follower?
- Are you exploiting Blue Ocean Strategy opportunities for your brand?
- Use 13 check points to critically assess the quality of your brand marketing plans!
(Go to top of The Pharma Brand Planning Course page)