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 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 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.
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.
Be able to decide on the best deal type for products in R&D – 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 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.
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 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.
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.
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.
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.
Discover the critical factors for successful implementation and sustainability of Key Account Management (KAM) programmes in Pharma. Master an 8-step model for making the right strategic decisions, whilst promoting greater multi-functional working. Learn key insights and case-study examples to avoid typical pitfalls that have caused failures in the past.
Understand the role of MSLs within the organisation – Gain business acumen by understanding how the MSL can optimally add value to both external and internal stakeholders – Know how strategic decisions determine MSL tactics – Learn how to successfully plan and implement typical MSL tactics, and how to assess their impact – Discuss and discover how to deal with issues that MSLs typically are confronted with.
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.
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.
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 programmes – Be able to measure success and impact on the critical success factors of a patient-centric organisation.
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.
Learn how medical affairs can enhance the commercial success of pharma brands with market insight generation, brand value definition, and HCP/patient engagement – Learn the critical success factors of a competitive medical affairs strategy and of an impactful tactical mix – Get familiar with the fundamentals of health economics and of leadership development.
