Learn to design a digital innovation strategy for Medical Affairs – Grasp the full power and trends of the whole spectrum of digital tactics that affect physicians and patients – Learn how to optimise the mix of tactics and to measure their business impact.
Learn how to design a digital marketing strategy for your brand, therapeutic area or company that integrates into the whole marketing mix – Grasp the full power and trends of all digital tactics in pharma – Learn how, and when, to select the appropriate tactics, optimise the mix and how to measure their business impact.
Prepare for patent expiry with a winning LCM plan for established brands – Know which drivers of differentiation can be used – Learn where, when and how to compete in a generic world using late stage LCM strategies & tactics – Learn how to make portfolio management decisions for mature brands.
Understand the 6 shifts in the business environment that will force life science companies to change their business models – Know the 26 business models that are emerging and why your company needs to choose at all levels (global, regional and local) – Learn how to accelerate your business model’s evolution into new winning models.
Understand the impact of your company’s reputation on sales, stakeholder engagement, market access and government affairs - Learn how to measure reputation and how to improve results with proven strategies & tactics - Know how to get organised and deal with the most common issues.
Learn and practice in role plays the whole armamentarium of winning strategies, tools, dos & don’ts, tricks & tips in each step of the pharma licensing negotiation process: planning – internal negotiations – making the first contact – term sheet assumptions – face-to-face meetings – resolving issues – contract closure.
Understand the valuation concepts and techniques that are commonly applied in the pharma and biotech world – Know how to assess and calculate the value of a biotech company – Learn how to calculate the value of a pharmaceutical in development and how to structure a licensing deal.
Understand the role of MSLs within the organization and their contribution to a brand’s success – Know how strategic decisions in Medical Affairs affect MSL tactics – Learn how to successfully plan and implement typical MSL tactics, and to assess their impact – Gain a thorough understanding of internal and external stakeholders, how to add value to them and excel with better teamwork and relationship management – Know how to deal with issues that MSLs are typically confronted with.
Be able to decide on the best deal type – Know what to include in CDAs, MTAs and term sheets – Learn how to prepare product information and how to find potential partners – Know how to calculate the value of your product and optimise the deal structure.
Understand the drivers of non-adherent behaviour – Identify adherence opportunities to improve commercial brand outcomes – Learn how to design Patient Support Programmes that resonate with all stakeholders.
Understand how medical affairs can enhance the commercial success of pharma brands – Learn how medical teams can contribute to market insight and brand value definition – Develop the skills to design a competitive medical affairs strategy and to develop the optimal mix of tactics – Know the pros & cons of each tactic.
Understand what HTA really means, the different types of HTAs across the EU and what can be expected from it – Learn the optimal HTA process and which criteria for assessment should be applied – Discover multiple solutions for optimising the quality of the evidence.
Understand Market Access and grasp the structure of a healthcare system with its stakeholders – Learn the Market Access environment in Europe’s major markets – Know how to develop a Market Access Plan and how to communicate value to stakeholders.
Learn how to analyse your brand’s market so that you discover all sales levers – Know how to determine priority segments and define a value positioning statement – Learn how to design the optimal mix of marketing tactics in both Red (highly competitive) & Blue (highly innovative) Ocean markets.
Understand the marketing principles that determine a pharmaceutical’s commercial success - Learn how your function can contribute to a pharma brand’s success in the new environment - Know how pharma marketers take strategic and tactical decisions - Gain ideas for cross-functional synergies that benefit a brand’s success.
Understand the language, the concepts and research techniques in pharmaceutical pricing – Learn how to set prices for optimal access and returns across Market Access systems, payer types and at different times of a product’s life cycle – Grasp the impact of international reference pricing and parallel trade, and how to deal with these.
Understand the structure of the pharma business development process – Grasp the terminology, challenges, concepts & tools in each step, from analysis and planning... up to closing and following-up a deal – Be prepared for the financial and legal pitfalls.
Master the critical success factors of a commercial drug launch – Learn to design a state-of-the-art multi-channel & multi-customer interaction launch strategy and plan, tailored to a drug’s profile – Be able to effectively prepare external stakeholders and the cross-functional launch team.
Understand the terminology, tools, models and argumentation used in health economic evaluation articles – Learn to distinguish good from bad ones – Know how to integrate HECON studies into clinical & marketing plans – Learn how to use HECON evaluations towards healthcare payers.
Learn the evidence-based concepts, models and techniques that work best to forecast the sales of pharmaceuticals – Know how to build Market Access into your forecasts – Learn to distinguish reliable from bad forecasts and how to forecast cost-effectively – Get practice with an Excel-based forecasting tool that integrates all the techniques taught.
Learn how to engage patients with multi-channel disease awareness / patient activation campaigns – Know how to support patients in their therapy with multi-stakeholder / multi-channel patient adherence programs – Be able to measure success and impact on the critical success factors of a patient-centric organisation.
