Optimizing Brand Lifecycle Management Strategies

Register before 28 August, and save 540€ on the October session

• 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 the Optimizing Brand Lifecycle Management Strategies course apart?

The expert: 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 delegates who participated at 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 course

The course starts on day 1 at 9:30 with a welcome coffee and ends on day 2 at 17:00.

Day 1 – Developmental LCM – Maximizing Brand Potential

Introduction and Scope of the day

Driving forces for Developmental Lifecycle Management

Explore key factors driving increased need for lifecycle management. Facing up to competitive pressures Meeting the needs of more demanding stakeholders Maximizing brand potential

Developmental LCM tactics

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.

Establishing a developmental LCM plan

Developing a first LCM plan - When and who? Maintaining and delivering a LCM plan Choosing and adapting strategies throughout the drug lifecycle.

Introduction to LCM planning case study

Developmental LCM planning case study

Explore the potential LCM options for a novel early stage compound Discuss and prioritise options Develop an initial LCM plan

Feedback from LCM case study

Present your LCM to ‘management’ Justify your decisions and face classic management questions

Wrap up and close

Day 2 – Commercial LCM – Competing after patent expiry

Introduction and Scope of the day

Driving forces for Commercial Lifecycle Management

Explore key factors driving increased need for lifecycle management. Increasing pressure for use of generics Country variation of impact of patent expiry Key trends in the generics industry Potential challenge of biosimilars

Commercial LCM tactics

Critical considerations for commercial LCM. Reformulation OTC switching Dual brand/authorised generics Brand/Patient loyalty programs Pricing/Discounting strategy Analysis and discussion of commercial LCM case studies.

Establishing a commercial LCM plan

Developing a successful commercial LCM plan - When and who? Exploring the role of global and local teams in commercial LCM Critical success factors in establishing successful local commercial LCM

Introduction to commercial LCM planning case study

Commercial LCM planning case study

Explore the potential LCM options for a mature product facing patent expiry Discuss and prioritise options under different national environments Develop an initial LCM plan

Feedback from LCM case study

Present your LCM to ‘management’ Justify your decisions and face classic management questions

Wrap up and close

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. Also, the audience will have the opportunity to apply the theory on case studies in group work sessions, subsequent to which results will be discussed during plenary presentations.

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

13-14 October 2009, Zurich

Venue & Accommodation

This course takes place at the Hilton Zurich Airport Hotel which is situated close to Zurich Airport.

Hilton Zurich Airport Hotel
Hohenbuehlstrasse 10
Opfikon-Glattbrugg 8152
Switzerland
Tel: +41-44-828-5050  
Fax: +41-44-828-5151

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, you will receive from C.E.L.forpharma a Hilton Zurich 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)2 709 22 41).

Registration fee

13-14 October 2009 Course (LCM-06)		Discount		Price(*)
Registration before 28 August 2009		-20%		2.160 €
Registration after 28 August 2009				2.700 €

* (excl. 21% VAT)

Group discounts are offered as from 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

"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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