Optimizing Brand Lifecycle Management Strategies

• Gain insight into the drivers of lifecycle management (LCM) in the pharma industry.
• How to plan LCM for your brands.
• Key success factors for Developmental LCM Strategies.
• Key success factors for Commercial LCM Strategies.
• How to select the best LCM strategies to optimize your brand's lifecycle.

 

What sets this course apart?

The faculty: The expertise that Dr. Neal Hansen and his consulting team have gained through numerous consulting assignments for the pharma industry in the area of LCM is unparalleled. The reason is simple: Datamonitor Healthcare's consulting team can capitalize on years of research and analysis on this topic conducted by their analysts, resulting in a series of reputable reports on the generics industry and case studies in lifecycle management strategies.

The content: Datamonitor shares the best of their research with you in this course. You will be exposed to the most valuable information that their analysts have published in numerous reports, and to insightful recommendations that their consulting team have drawn from their experience in working on pharma LCM solutions, in a format that fosters interaction and learning.

Who should attend?

Brand Managers and their managers, as well as managers in related planning and intelligence functions.

Past participants

Following is a non-exhaustive list of delegate profiles that participated in this course:

Project Manager	Abbott	Ireland
New Products Manager	Almirall	Spain
Senior Manager Strategic Planning	Amgen	Switzerland
Senior Director of European Marketing	Astellas	UK
Senior Product Manager	AstraZeneca	Romania
Vice President - Crestor	AstraZeneca	UK
Global Brand Manager	Bayer Schering Pharma	Germany
Marketing Manager	Becton Dickinson	France
Commercial Manager	Esteve	Spain
Head of Business Development	GlaxoSmithKline	Germany
Global Brand Manager	Intendis	Germany
Director Strategic Planning	Janssen-Cilag	France
Mature Brands Nordic Franchise Leader	Janssen-Cilag	Norway
Vice President Marketing	Kowa Pharmaceuticals	UK
Head of LCM Department	Merck Santé	France	testimonial
Executive Director R&D Operations	Merz	Germany
International Product Manager	Novo Nordisk	Denmark	testimonial
Managing Director - Dermatology & Cosmetics	Pierre Fabre	Germany
International Marketing Director	Servier	France
Global Brand Manager Keppra	UCB	Belgium

Programme outline

You are welcome to join us for the welcome coffee at 9:30. The actual programme starts at 10:00 and closing will be no later than 17:00.

09:30 - 10:00	Welcome Coffee
10:00 - 10:15	Introduction & Scope of the Day
10:15 - 11:15	Why lifecycle management? - Facing up to the challenges of pharma today.
	Key factors driving increased need for lifecycle management. Facing up to competitive pressures Meeting the needs of more demanding stakeholders Filling the gaps created by a weak pipeline Overview of the generics markets of 2007 - who, where and how much more can we expect? Understanding biosimilars: What’s going to change?
11:15 - 11:30	Coffee Break
11:30 - 12:45	Creating the optimal lifecycle management plan
	Developing a LCM plan - When and who? Choosing and adapting strategies throughout the drug lifecycle. Global vs. local LCM strategies. What options should be considered? Developmental strategies Commercial strategies Legal/regulatory strategies Manufacturing and supply chain strategies
12:45 - 13:45	Lunch
13:45 - 14:45	Focus on: Developmental lifecycle management
	Critical considerations for developmental LCM. Indication expansion. Second generation product development. Reformulation, new dosage forms, routes of administration. Combination therapy. Analysis and discussion of developmental LCM case studies.
14:45 - 15:00	Coffee Break
15:00 - 16:00	Focus on: Commercial lifecycle management
	Critical considerations for commercial LCM Rx to OTC switching. Authorised/own generics. Pricing & contracting strategies. Patient & physician support programs. Analysis and discussion of commercial LCM case studies.
16:00 - 16:30	Selecting the best brand protection strategies
	Critical factors to assess brand protection strategies Identifying the goals of brand protection. Key differences between countries. An assessment framework for LCM.
16:30 - 16:45	Final Discussion & Closing

Meet the expert: Dr. Neal Hansen

Neal is the Global Director of Datamonitor’s Healthcare Consulting Practice. In this role, he leads a multi-disciplinary team focusing on the provision of customized solutions to leading players in the pharmaceutical and biotechnology industries in key areas such as portfolio and brand management, in- and out-licensing and forecasting.

Prior to this role, Neal was the European Head of Consulting within Wood Mackenzie’s Life Sciences Practice. During his time at 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 encompassing Strategic Insight, eHealthInsight and PharmaVitae Company Tracking.

He has authored in-depth analysis 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 a spoken at numerous conferences in the field of lifecycle management and the changing nature of the generics industry. His work has featured in In Vivo, The Economist, The Wall Street Journal, MedAd News and PharmaFocus.

Neal holds a PhD in Pharmacology (University of Cambridge), and a MA in Natural Sciences (University of Cambridge).

Dates

12 May 2009
13 October 2009

Venue & Accommodation

These courses take 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

12 May 2009 Course (LCM-05)		Discount		Price(*)
Registration before 27 March 2009		-20%		1.175 €
Registration after 27 March 2009				1.470 €

13 October 2009 Course (LCM-06)		Discount		Price(*)
Registration before 28 August 2009		-20%		1.175 €
Registration after 28 August 2009				1.470 €

* (excl. VAT)

To register, please go to our online registration form.

Testimonials

"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

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