A 2-Day Training Course Delivered By
Dr. Neal Hansen

Dr. Neal Hansen

  • Dr. Neal Hansen is Europe’s most authoritative expert on lifecycle management strategies in the pharmaceutical industry.
  • Founder and CEO of Align Strategy, an independent international consulting business focused on advising and facilitating superior decision making in LCM and brand strategy.
  • Co-author of Pharmaceutical Lifecycle Management – Making the Most of Each and Every Brand (Wiley & Sons, 2012).


  1. What happens to drugs approaching patent expiry, and the options for competing thereafter.
  2. Pros & cons of all LCM strategies: Product enhancement, pricing and contracting strategies, authorised and own generic strategies, Rx to OTC switching strategies…
  3. Creative solutions to prolong the competitiveness and profitability of your brands.
  4. The right timing and planning process for preparing a brand’s loss of exclusivity.
  5. The roles of global/regional/local functions in successful LCM.
  6. How to prioritise and manage a portfolio of established brands.
  7. Lessons from successes and failures from real-world pharma cases.

Additional Benefits

  • This course format stimulates intense interaction with your peers who deal with mature brands and loss of exclusivity issues.
  • A unique opportunity to learn from and discuss your own case with pharma’s leading LCM expert, which Neal truly is!


Why You Should Attend

The Content: This is the only public course entirely focused on LCM in the later stages of a pharmaceutical's lifecycle. The content is based on the expertise Dr. Neal Hansen built through his numerous consulting assignments for pharma companies in the area of LCM, which culminated in a book he co-authored with Dr Tony Ellery (ex-Novartis): Pharmaceutical Lifecycle Management - Making the Most of Each and Every Brand published by Wiley and Sons in mid-2012. Neal enriches his course with insightful recommendations he has drawn from working on pharma LCM solutions, in a format that fosters interaction and learning.

The Expert: Not only is Dr. Neal Hansen highly knowledgeable about pharma LCM, he is also a talented speaker – very lively and passionate about this subject. He has worked globally with senior executives in the pharma industry across therapeutic areas and geographical markets.

The Late Stage Pharma Lifecycle Management course is the only available public training course delivered by Dr. Neal Hansen on the topic of lifecycle management.

Agenda of the Late Stage Pharma Lifecycle Management course

For start and end times, please check Dates & Locations below.

Day 1

Introduction & Scope of the Day (~30 min)

Understanding Product Maturity – What Happens at Patent Expiry? (~1 h 15 min)

  • What defines product maturity?
  • Market forces shaping the landscape for late stage LCM
  • What happens at patent expiry – exploring the world
  • Generic company strategies – what are their goals?
  • Defining success in late stage LCM – what are our goals?

Breakout Exercise – Predicting Life After Patent Expiry (~45 min)

  • In groups, attendees will explore factors shaping the likely impact of patent expiry on a fictitious established product portfolio and they will outline a guidance on whether/how to compete
  • Plenary discussion of group findings

Organising for Success – The Right Process, the Right People (~45 min)

  • Organisational Critical Success Factors – optimising organisational dynamics
  • Structuring for success – lessons from the industry
  • The role of an LCM team – key drivers of value
Lunch Break

Preparing for Loss of Exclusivity (~1 h)

  • A 5-step process for planning for loss of exclusivity (LoE)
  • Establishing Late Stage Lifecycle (LLC) strategic goals – building the foundation for tactical planning
  • Roles of local and global teams in LoE planning
  • Critical Success Factors for LoE management

Beyond Patent Expiry – Managing a Portfolio of Established Brands (~1 h)

  • Critical Success Factors for established brand management
  • Tactical options – maintaining brand health vs maximising opportunities
  • Managing a mature brands portfolio – clustering to enable prioritisation
  • To withdraw or not – discontinue, divest or de-prioritise?
  • Local planning for established brands – how to prioritise choices?

Breakout Exercise – Managing a Portfolio of Established Brands (~1 h)

  • In groups, attendees will assess a portfolio of established brands and develop recommendations for portfolio management, including investment and rationalisation
  • Plenary discussion of group findings

Final Discussions & Close of Day 1


Day 2

Introducing the Product – Solution – Value – Asset Framework for Lifecycle Optimisation (~30 min)

  • The 4 key areas for tactical planning lifecycle management
  • Explanation of the Product – Solution – Value – Asset optimisation framework as a guide for lifecycle management planning

Differentiating in an Undifferentiated World (~1 h 30 min)

  • Drivers of differentiation in a mature world
  • Options for product differentiation – what has worked and what is possible?
  • Drivers of success – how can we optimise formulations, product labels, evidence?
  • Case studies of late stage product differentiation success and failure

Breakout Exercise – Assessing an LCM Plan (~1 h)

  • In groups, attendees will evaluate a hypothetical loss of exclusivity preparedness plan and develop recommendations for improvement
  • Plenary discussion of group findings

Cost Optimisation in the Late Lifecycle (~45 min)

  • Maximising profit returns – realising profit-enabling cost optimisation
  • Manufacturing and supply chain options in the late lifecycle
  • Case studies of cost optimisation
Lunch Break

Solution & Value Optimisation in the Late Lifecycle (~45 min)

  • Services and solutions – how to add value to key stakeholders
  • Communicating value – stakeholder engagement for late stage brands
  • Delivering value – options to compete on acquisition price
  • Case studies of solution and value optimisation

Asset Optimisation Strategies (~1 h)

  • Exploring clone strategies – second brands, own generics and biologic clones
  • Drivers and resistors to clone strategy success – internal and external factors
  • Strategic goals of clone strategies – different goals for different market situations
  • Key questions to consider when exploring clone strategies

Group Exercise – Commercial LLC Planning (~30 min)

  • As a plenary group, participants will develop integrated commercial strategy recommendations for four hypothetical product/market archetypes, considering solution and value optimisation and the potential use of clone strategies

The Future for Late Stage Lifecycle Management (~30 min)

  • Building a picture of the world in 2025 and beyond
  • The role of established brands in 2025
  • A vision of success and the pathway for pharma

Final Discussions (~15 min)

End of Course

>> Click here if you wish to receive the PDF brochure of this course

Learning Methodology

Neal is not only an insightful and inspirational speaker but also actively engages delegates in interactive discussions. His interactive lectures alternate with group work exercises during which delegates can reflect on the theory and practice decision support techniques.

One of the most valuable aspects of attending any CELforPharma course is not only being able to have your specific questions answered by a leading expert, but also having the opportunity to share experiences and have in-depth discussions with your international peers.

infoThe typical audience size of our courses ranges from 6 to 20 (max) participants.

Who Should Attend?

Brand Managers and their managers, as well as managers in related planning and intelligence functions dealing with mature brands.

As this course is delivered by Neal Hansen, Founder & Managing Director of Align Strategy, an independent international consulting business focused on advising and facilitating superior decision making in lifecycle management and brand strategy, executives from other professional service agencies should request approval prior to registering for this course. Please contact Annelies Swaan, Director Business Operations, for more information (aswaan@celforpharma.com, tel +32 (0)2 709 01 42).


Past Participants

Below is a non-exhaustive list of past participants who have benefited from attending this course.


Job Title



Director, Global Commercial StrategyAbbvieUSA
Associate Director Marketing Europe, Canada, Latin-America, Africa PartnershipActelionSwitzerland
Director LicensingAstellasNetherlands
Project Manager Mature ProductsBayer Healthcare PharmaceuticalsBelgium
Associated Director Manufacturing ScienceBiogenGermany
International Product ManagerBoehringer IngelheimGermany
Senior Manager Medical Affairs MDSCelgeneSwitzerland
Portfolio & Marketing Manager - OncologyFreseniusGermany
Associate DirectorGruenenthalGermany
Established Brand ManagerJanssenSweden
Head of Commercial InnovationLEO PharmaDenmark
Late Life Cycle Leader ACELillyItaly
Responsabile Medico MarketingMenariniItaly
Nordic Franchise Business LeaderMerck GroupDenmark
Regional Marketing LeadMerck Sharp & DohmeSwitzerland
Global Brand ManagerMerzGermany
Market Access/KAM Strategic Planning ManagerNovartisBelgium
Senior Global Project Manager - Life Cycle ManagementNovo NordiskDenmark
Regional DirectorPfizerIreland
Business Developpment Marketing ManagerRocheFrance
Global Product Planning ManagementSanofiFrance
Sales ManagerServierHungary
International Marketing DirectorShireSwitzerland
Global Brand DirectorSwedish Orphan BiovitrumSweden
Head of Established Brands BusinessTevaRussian Federation
Ass Director, Commercial Support & IndustrializationUCBBelgium
Marketing DirectorVifor PharmaSwitzerland



Dates & Locations

Our face-to-face courses take place at the Crowne Plaza Brussels Airport (Da Vincilaan 4, 1831 Brussels), a four-star hotel located 5 minutes from Brussels National Airport and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar).

  • 14-15 November 2023, face-to-face in Brussels

    Day 1: 10:00 - 17:00 CET (Brussels/Amsterdam/Paris)
    Day 2: 08:30 - 16:00 CET (Brussels/Amsterdam/Paris)


Hotel Booking Assistance

As part of our strong relationship with the Crowne Plaza Brussels Airport, CELforPharma has secured a discount on the daily room rate for our delegates who book their accommodation via us. Upon your registration, we will assist you to make your hotel booking. For any assistance in this matter please do not hesitate to contact Kealeigh Steel, Senior Programme Coordinator (kealeigh.steel@celforpharma.com, tel +32 (0)2 709 01 45).

Included in the Registration Fee

  • Participation in a small-class (max 20 participants), expert led face-to-face course with interactive group exercises and plenary discussions. You will have the opportunity to meet the expert(s) and discuss your own projects/issues during the breaks.
  • Course material, which will be provided to you in both digital format (by email) and in hard copy (so you can make notes during the course).
  • Coffee, tea & refreshments during the course.
  • Informal networking lunch.
  • Group dinner in the evening of Day 1.
  • Certificate of attendance signed by the expert and CELforPharma.


Group Discounts

Team discounts can be offered to 3 or more delegates from the same company.
Contact Annelies Swaan, Director Business Operations, (aswaan@celforpharma.com) for more details.


How to Register

  1. Click the "Register Here" button on this page.
  2. Choose a course date, then fill out your personal details and company / invoicing details.
  3. Choose to pay via bank transfer or by credit card (through a secure payment link, which you will receive together with the invoice).
  4. Click "Confirm Registration". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Kealeigh Steel.
(email: kealeigh.steel@celforpharma.com or call: +32 2 709 01 45)


Transfer & Cancellation Policy

Flexible Transfer

  • If a registrant cannot attend the scheduled course, he/she can avoid any cancellation charge by sending a suitable replacement participant.
  • Alternatively, the registrant can transfer once on a “space available” basis at no extra cost, until 3 weeks prior to the event, to another course of the same value held within one year of the original course date.

Registration Cancellation

  • Less than 14 days prior to the course date: registrant liable to pay the full invoiced registration fee.
  • Between 15 and 30 days prior to the course date: registrant liable to pay 50% of the invoiced registration fee.
  • More than 30 days prior to the course date: registrant liable to pay a cancellation fee of € 450 per registrant.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for registration fees.

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