Optimizing Brand Lifecycle Management Strategies

By attending this course:

	1	You will learn how to maximize sales of a pharma brand across its entire lifecycle by effectively selecting, planning and implementing LCM strategies.
	2	None of the over 20 LCM strategies available to pharma will be unfamiliar to you.
	3	You will learn how to build a Lifecycle Management Plan that effectively links the strategic vision for the company/portfolio within a therapeutic area with local operational tactics.
	4	Marketers in local affiliates will be more productive as they will learn about the key success factors for Commercial LCM Strategies, and how to select the best strategy for their brand.
	5	Strategists in HQ will be more effective as they will learn about key success factors of both Developmental and Commercial LCM Strategies.
	6	You will learn from the numerous LCM cases that Datamonitor analysts have studied, as well as from the insightful recommendations Neal will share, based on his unique background as a senior consultant in working on LCM solutions for many pharma companies.

 

What sets the Optimizing Brand Lifecycle Management Strategies course apart?

The expert: Dr. Neal Hansen and his consulting team have gained unparalleled expertise through the numerous consulting assignments they have performed for the pharma industry in the area of LCM. 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

Below is a non-exhaustive list of delegates who participated in the Optimizing Brand Lifecycle Management course:

Project Manager	Abbott	Ireland
New Products Manager	Almirall	Spain
Senior Manager Strategic Planning	Amgen	Switzerland
Senior Director of European Marketing	Astellas	UK
Global Brand Manager	AstraZeneca	UK
Senior Product Manager	AstraZeneca	Romania
Project & Portfolio Manager - Renal Europe	Baxter	Belgium
Global Brand Manager	Bayer Schering Pharma	Germany
Commercial Manager	Esteve	Spain
Head of Business Development	GlaxoSmithKline	Germany
Sn. Manager, Product Management; Commercial Operations	Helsinn	Switzerland	testimonial
Global Brand Manager	Intendis	Germany
VP Portfolio Management	Ipsen	France
Director Strategic Planning	Janssen-Cilag	France
Vice President Marketing	Kowa Pharmaceuticals	UK
International Brand Manager	Lundbeck	Denmark
Head of LCM Department	Merck Santé	France	testimonial
Executive Director R&D Operations	Merz	Germany
LCM Director	Novartis	Switzerland	testimonial
International Product Manager	Novo Nordisk	Denmark	testimonial
Managing Director - Dermatology & Cosmetics	Pierre Fabre	Germany
Senior International Medical Leader a.i.	Roche	Switzerland
Medical Affairs Manager	Schering Plough	Belgium
International Marketing Director	Servier	France
Marketing Manager	Solvay	Romania	testimonial
Global Product Director Cardiology	Solvay	Switzerland
Senior Director RA Global Medical Affairs Immunology	UCB	Belgium	testimonial
Marketing Manager CNS	UCB	Belgium

Programme outline of the Optimizing Brand Lifecycle Management Strategies course

You are welcome to join us for the welcome coffee at 09:30h. The actual programme starts at 10:00h and closing will be no later than 17:00h. 

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?

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.

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.

Focus on: Commercial Lifecycle Management

Critical considerations for commercial LCM. Rx to OTC switching. Authorized/own generics. Pricing & contracting strategies. Patient & physician support programmes. Analysis and discussion of commercial LCM case studies.

Selecting the Best Brand Protection Strategies

Critical factors for assessing brand protection strategies. Identifying the goals of brand protection. Key differences between countries. An assessment framework for LCM.

Final Discussion & Closing

Learning methodology

In addition to his very effective interactive lecturing technique, Neal uses numerous industry cases to illustrate and discuss the LCM strategies taught during the theoretical sessions.

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 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 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

27 October 2010, Brussels

Interested in future dates?
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Venue & Accommodation

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
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 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 Marie Stricklesse, Programme Coordinator, if you need assistance in this matter (marie.stricklesse@celforpharma.com ; tel +32(0)27092241)

Registration fee

27 October 2010 Course (LCM-08)		Price(*)
Registration before 10 September 2010		€1.270
Registration after 10 September 2010		€1.470

* (VAT excl.)

Group discounts are offered as of 3 or more registrations from the same company.
Please contact  Marie Stricklesse (+32 2 709 22 41 or marie.stricklesse@celforpharma.com) for more information.

To register, please go to our online registration form.

Testimonials of the Optimizing Brand Lifecycle Management Strategies course

“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

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