19-20 November 2015, Brussels
|Understand product maturity and be prepared for what happens at patent expiry.|
|Know which drivers of differentiation can be used in a seemingly undifferentiated world.|
|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.|
|Learn how to select the best tactics for your brand(s).|
|Be able to take portfolio management decisions at late stage.|
|Know how to build winning organisations in late stage LCM.|
|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.|
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 executive levels in the pharma industry across therapeutic areas, but he is also very knowledgeable about realities in the national markets.
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.
Brand Managers and their managers, as well as managers in related planning and intelligence functions dealing with mature brands.
Executives from professional services organizations should request approval from Neal Hansen prior to registering to this course.
Please contact Annelies Swaan, Marketing & Sales Manager, firstname.lastname@example.org, tel +32 (0)2 709 01 42.
Below is a non-exhaustive list of executives who participated in the Optimizing Brand Lifecycle Management Strategies course, which was Neal Hansen’s LCM course up to end 2011:
Medical Director Portfolio Optimization, Strategic Medical Affairs Abbott France testimonial Project Manager Abbott Ireland New Products Manager Almirall Spain Senior Manager Strategic Planning Amgen Switzerland Senior Brand Director Astellas United Kingdom testimonial Senior Director of European Marketing Astellas United Kingdom Global Brand Manager AstraZeneca United Kingdom testimonial Senior Product Manager AstraZeneca Romania Manager Cornerstone Brands AstraZeneca Belgium Project & Portfolio Manager - Renal Europe Baxter Belgium Global Brand Manager Bayer Germany International Product Manager Boehringer Ingelheim Germany Group Product Manager, DVM Boehringer Ingelheim Denmark Regulatory Affairs Executive Boehringer Ingelheim Turkey testimonial Senior Manager Medical Affairs MDS Celgene Switzerland Senior Consultant Datamonitor United Kingdom Portfolio Commercial Strategy Manager Eli Lilly Italy testimonial Commercial Manager Esteve Spain International Marketing EVER Neuro Pharma Austria Product Manager - Global Generic Drugs Fresenius Kabi Germany testimonial Head of Business Development GlaxoSmithKline Germany Senior Vice President Grünenthal Germany testimonial Head of Global Brands - Life Cycle Management Grünenthal Germany testimonial Sn. Manager, Product Management; Commercial Operations Helsinn Switzerland testimonial Global Brand Manager Intendis Germany VP Portfolio Management Ipsen France Cluster Disease Manager LCM Janssen Switzerland testimonial EMEA Director for Established Brands and LCM Janssen Belgium testimonial Established Brand Manager Janssen Sweden Product Manager Janssen Italy Life Cycle Leader NEUROSCIENCE EMEA Janssen Denmark Director Life Cycle Management EMEA Janssen Switzerland EMEA Mature Brands Lead Pain Janssen United Kingdom Director Strategic Planning Janssen France Vice President Marketing Kowa Pharmaceuticals United Kingdom Senior Director LEO Pharma Denmark testimonial Strategy Manager LEO Pharma Denmark testimonial International Brand Manager Lundbeck Denmark Responsabile Medico Marketing Menarini Italy Head of LCM Department Merck Serono France testimonial Nordic Franchise Business Leader Merck Serono Denmark Marketing Director Primary Care Merck Sharp & Dohme Belgium Pricing manager Merck Sharp & Dohme Russian Federation Marketing Communications Manager Merck Sharp & Dohme Switzerland testimonial Regional Marketing Lead Merck Sharp & Dohme Switzerland testimonial Executive Director R&D Operations Merz Germany Global Brand Manager Merz Germany testimonial Global Head Brand Vigilance Novartis Italy testimonial LCM Director Novartis Switzerland testimonial Medical Advisor Novartis Belgium International Product Manager Novo Nordisk Denmark testimonial Senior Global Project Manager Novo Nordisk Denmark testimonial Regional Director Pfizer Ireland Sr. Reg Marketing Dir TA Lead Pfizer Belgium Managing Director - Dermatology & Cosmetics Pierre Fabre Germany Business Development Marketing Manager Roche France testimonial Senior International Medical Leader a.i. Roche Switzerland International Marketing Director Servier France Sales Manager Servier Hungary International Marketing Director, Resolor Shire Switzerland Global Brand Director Sobi Sweden testimonial Marketing Manager Solvay Romania testimonial Global Brand Director Swedish Orphan Biovitrum Sweden Senior International Medical Affairs Manager Takeda Switzerland testimonial Head of Established Brands Business Teva Russian Federation Senior Director RA Global Medical Affairs Immunology UCB Belgium testimonial Marketing Manager CNS UCB Belgium
The course starts on day 1 at 09:30h with a welcome coffee and ends on day 2 at 16:00h.
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?
Breakout Exercise – Predicting Life After Patent Expiry
- Exploring factors shaping the likely impact of patent expiry.
- Exercise to explore different patent expiry scenarios.
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?
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.
Breakout Exercise – Selecting the Best Tactics to Compete
- Exploration of potential tactical approaches to late stage LCM
- Case study-based prioritisation and planning
Final Discussion & Closing of Day 1
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.
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
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.
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 & Closing
Neal is the Managing Director of Align Strategy, an independent international consulting business focused on advising and facilitating superior decision making in lifecycle management and brand strategy. Neal has worked with many of the leading pharmaceutical and biotech companies, supporting pipeline, in-line and established brand planning, with a focus on competitive simulations, late stage LCM and emerging markets. Prior to establishing Align Strategy and its predecessor Hansen Strategy, Neal was the Global Director of Healthcare Consulting within the Informa Group, leading both Phasic Strategy and Datamonitor Healthcare Consulting. In this role and his previous role as the European Head of Consulting for Wood Mackenzie, Neal led commercial assessment, scenario planning and war gaming projects for numerous top tier and mid-cap pharmaceutical companies in Europe, the US and Japan.
Earlier in his career, Neal held various senior roles within Datamonitor including Lead Consultant and Lead Analyst for Strategic and Company Intelligence.
In 2012, he co-authored “Pharmaceutical Lifecycle Management: Making the Most of Each and Every Brand (Wiley & Sons, 2012)” and has previously authored several in-depth analyses on strategic issues affecting the pharmaceutical industry, focusing on lifecycle management, pharmaceutical sales force strategies, competitive dynamics in mature and emerging markets and the changing nature of the global generics sector. He has chaired and spoken at numerous conferences in the field of lifecycle management and the changing nature of the generics industry. His work has featured in Scrip, The Economist and The Wall Street Journal.
Neal holds a PhD in Pharmacology (University of Cambridge), and a MA in Natural Sciences (University of Cambridge).
19-20 November 2015, Brussels
This course takes place at the Sheraton Airport Hotel & Conference Center which is situated opposite Brussels National Airport, literally at 2 minutes' walking distance from the arrival hall.
Sheraton Brussels Airport Hotel
Brussels National Airport
Tel: +32 27 10 80 00
Fax: +32 27 10 80 80
We 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 Sheraton Brussels Airport Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Britt De Cat, Assistant to the CEO, if you need assistance in this matter. (email@example.com; tel +32 (0)2 709 01 44)
Team discounts are offered as of 3 or more registrations from the same company.
19-20 Nov. 2015 Course, Brussels (LCM-18) Price(*) Registration before 2 October 2015 €2.670 Registration after 2 October 2015 €2.970
* (VAT excl.)
To register, please go to our online registration form.
"Clear, structured content."
Andreas Kloth, Cluster Disease Manager LCM, Janssen – Switzerland (June 2015)
"It's an interesting LCM course. It's complete. It fits global and local affiliate needs."
Maha Salibian Moussa, Business Development Marketing Manager, Roche – France (June 2015)
"Comprehensive, insightful clear and to the point. Thanks!"
Letizia Goretti, EMEA Director for Established Brands and LCM, Janssen – Belgium (June 2015)
"This is by far the most relevant and practical course in LCM I have been on. Neal Hansen is a very engaging and inspirational speaker with broad and in-depth expertise; his examples are relevant to all therapeutic areas."
Patricia Fisken, Senior Global Project Manager, Novo Nordisk - Denmark (November 2014)
"Highly relevant in an increasingly important area. Neal is a living textbook, knowledgeable, and with lots of real life case stories"
Rene Toftemose, Senior Director, LEO Pharma - Denmark (November 2014)
"Neal is truly the only LCM expert, especially regarding late stages. He's very well structured and gives very good pharma examples, which are relevant for both the originators and generics companies"
Bahadir Cakmak, Product Manager - Global Generic Drugs, Fresenius Kabi - Germany (November 2014)
"Very nice presentations. Neal knows the pharmaceutical industry very well. Attending this course is a good chance to see the competitors' approach."
Ahu Altuncu, Regulatory Affairs Executive, Boehringer Ingelheim - Turkey (June 2014)
"Very practical course, with many real life examples. Neal has a wealth of experience and provides great inspiration and basics for different approaches and strategies. Highly recommended!"
Susanne Beyer, Global Head Brand Vigilance, Novartis - Italy (November 2013)
"This course really helped me to better understand established brands management."
Massimiliano Di Cicco, Portfolio Commercial Strategy Manager, Eli Lilly - Italy (June 2013)
“The expert of this course (Neal Hansen) knows the subject very well, backup by a wealth of practical experience (unlike many other workshops I attended). This was time well invested for me – thanks!”
Global Brand Manager, Merz – Germany (November 2012)
"This LCM course was very clear, especially when you are already familiar with the topic, because it is an excellent opportunity to go back to fundamentals."
François Boer, Medical Director Portfolio Optimization, Strategic Medical Affairs, Abbott – France (November 2012)
"A very good overview of a complex area. The flowcharts and examples in the presentations are easy to apply to your own situation."
Magnus Fastmarken, Global Brand Director, Sobi – Sweden (November 2012)
"This seminar gives a very comprehensive insight into the importance of lifecycle management, the strategic options as well as the tactical implementation."
Ronald Rops, Regional Marketing Lead, MSD – Switzerland (November 2012)
"Comprehensive commercially focused overview of late stage LCM. Neal Hansen is not only a very interesting speaker, he was also very responsive when I e-mailed him a question after the course. I have already started discussing some of the topics covered in the course and how we can use that knowledge within our team to provide the best tactics to the markets. Overall, Late Stage Pharma Lifecycle Management was a very informative and useful course."
Giedre Apuokaite, Marketing Communications Manager, MSD – Switzerland (April 2012)
"Coming to/attending this session was a time well spent!"
Samar Al-Behaisi, Senior International Medical Affairs Manager, Takeda - Switzerland (April 2012)
"Great course, great fun, good day!!"
Philip Deichmann, Strategy Manager, LEO Pharma – Denmark (April 2012)
Below are testimonials from past participants of the Optimizing Brand Lifecycle Management Strategies course, which was Neal Hansen’s LCM course up to end 2011:
"An excellent comprehensive overview of LCM strategies. Neal Hansen's experience is very strong, enabling him to illustrate his points with recent and relevant case studies."
Susan Wood, Senior Brand Director, Astellas – UK
"The way Neal brought the key points to life with numerous real examples from many different therapy areas and lifecycle stages was really helpful"
Francesca Drake, Global Brand Manager, AstraZeneca - UK
"This course is an excellent opportunity to learn about the rationale of LCM, its aspects and how to apply it. Great opportunity as well to discuss specific problems with the excellent trainer Neal Hansen and the course participants."
Killian Duffner, Senior Vice President, Grünenthal - Germany
"Neal was not only able to give us a broad and structured overview of all LCM options, he could also always refer to concrete examples from his experience to illustrate the point. This made for a very lively course I would recommend to attend."
Philippe Ghem, Head of Global Brands - Life Cycle Management, Grünenthal - Germany
“Neal Hansen’s LCM seminar provided lots of food for thought. He enriched the theory with some excellent examples throughout the course of where you can add real value to a Brand in a competitive environment at any point in its life. Very informative and well led by Neal!”
Kevin Palmer, European Marketing Manager - Analgesics, Mundipharma International - UK
"I am truly impressed by the breadth and depth of Neal’s knowledge, as well as by the variety of “real life” examples he discussed during the course"
Iulia Radau, Business Development Director, AstraZeneca – Romania
"A highly useful course!"
Troels Sorensen, Senior Director RA, Global Medical Affairs Immunology, UCB – Belgium
"A very good job in giving a 1-day high quality overview! Good idea to extend it to 2 days next time to discuss more actual examples and include case study group work"
Marc Bouiller, Lifecycle Management Strategy Leader, Novartis - Switzerland
"The Optimizing Brand Lifecycle Management Strategies course gave me a complete view about LCM, needed for a better understanding of the changing environment."
Ionut Taranu, Marketing Manager, Solvay – Romania
"I did not waste my time! I picked up two-three hints to apply in my job."
Massimo Tosi, Senior Manager Product Management and Commercial Operations, Helsinn – Switzerland
"The seminar gave me a very useful overview of a number of lifecycle management strategies - and I particularly enjoyed Dr. Tijana Ignjatovic's overview of the current situation within bio-similars as well as the interesting discussions amongst the participants."
Kirsten Walter, International Product Manager, Novo Nordisk - Denmark
"The LCM course was really great for me as I worked both on the generics and originators side. My career will definitely benefit from the many ideas and expertise shared at this course."
Korhan Firat, Product Manager, Sandoz - Turkiye
"The 'Pharma Lifecyle Management Seminar' fulfilled all my expectations by providing a very accurate analysis of all possible strategic options to be envisaged for any drug product. In particular, presentations held by Dr. Neal Hansen and Dr. Tony Ellery, based on real cases, addressed key issues and provided pertinent solutions to be potentially envisaged for future LCM projects."
Eric Teillaud, Head of LCM department, Merck Santé - France
"Valuable seminar, for anyone interested in understanding the current and future LCM strategies/trends. Also a great opportunity to interact, build relationship and share information with other LCM stakeholders from other industries. Recommended."
Louis Andre Villeneuve, International Product Manager, Novo Nordisk - Denmark
"An excellent opportunity to learn and discuss about best practices and the future trends of one of the most challenging topics for the Pharmaceutical Industry nowadays."
Mercedes Diz, New Products Manager, Almirall - Spain
"I found the seminar very useful due to its small size and interactive workshop quality"
Marion Bock, (Former) Regional Commercial Affairs Director, Astellas Pharma Europe - Germany