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

Dr. Neal Hansen

  • Europe’s most authoritative expert on lifecycle management strategies in the pharmaceutical industry.
  • Leading consultant for superior decision making in LCM and brand strategy.
  • A world-class speaker and trainer!
  • Co-author of Pharmaceutical Lifecycle Management – Making the Most of Each and Every Brand (Wiley & Sons, 2012).

By Attending This Course, You Will

  1. Understand product maturity and be prepared for what happens at patent expiry.
  2. Know which drivers of differentiation can be used in a seemingly undifferentiated world.
  3. Learn where, when and how to compete in a generic world using pricing and contracting strategies, authorised and own generic strategies, Rx to OTC switching strategies, etc.
  4. Learn how to select the best tactics for your brand(s).
  5. Be able to take portfolio management decisions for established brands.
  6. Know how to build winning organisations for late stage LCM.
  7. Gain insights from real world LCM case studies and benefit from Neal’s insightful recommendations based on his unique background as a senior consultant working on LCM solutions for many pharma companies.

 

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

 

Day 1 – Managing Patent Expiry

 

10:00

Introduction & Scope of the Day

10:15

Understanding Product Maturity – What Happens at Patent Expiry?

 

  • 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?
11:30

Coffee Break

11:45

Breakout Exercise – Predicting Life After Patent Expiry

 
  • 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
12:30Lunch

13:30

Preparing for Patent Expiry - Differentiating in an Undifferentiated World

 
  • Drivers of differentiation in a mature world
  • Clinical differentiation – what is still possible?
  • The 6 core developmental LCM options at product maturity
  • Key success factors for promoting established brands
14:45Coffee Break

15:00

Breakout Exercise – Assessing Preparedness for Patent Expiry

 
  • In groups, attendees will evaluate a hypothetical patent expiry preparedness plan and make suggestions for improvement
  • Plenary discussion of group findings

15:45

Commercial Success – Where, When and How to Compete in a Generic World

 
  • Understanding the drivers of competition in a generic world
  • Where and when to compete
  • Competing on price and contracting strategies
  • Examples of different generic strategies
  • Rx to OTC switching

17:00

Final Discussion & Closing of Day 1

 

Group Dinner

 

Day 2 - Organising for Success and Winning with Established Brands

 

09:00

Organising for Success – The Right Process, the Right People

 
  • Organisational must haves – building success
  • Structuring for success – lessons from the industry
  • Planning for success – critical success factors of a good LCM plan
  • From plan to action – realising success for your brands
10:30Coffee Break

10:45

Beyond Patent Expiry – Managing a Portfolio of Established Brands

 

  • Managing a mature brands portfolio – what to keep and what to drop?
  • To withdraw or not – discontinue, divest or de-prioritise?
  • Building a portfolio – expansion strategies to drive growth
  • Developing a mature brand management strategy

11:45

Breakout Exercise – Managing a Portfolio of Established Brands

 
  • In groups, attendees will assess a portfolio of established brands and outline a portfolio prioritisation
  • Plenary discussion of group findings
12:30Lunch

13:30

Global vs. Local Priorities in Established Brand Management

 
  • Role of local and global teams in lifecycle management
  • Key challenges and critical success factors for priority established brands 
  • Lessons that can be learned from industry examples
14:30Coffee Break

14:45

The Future for Late Stage Lifecycle Management

 
  • A picture of the world in 2020
  • The role of established brands in 2020
  • A vision of success and the pathway for pharma

15:30

Final discussion

16:00

Close

 

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 practise decision support techniques.

One of the most valuable aspects of attending any C.E.L.forpharma 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 24 (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, Head of Business Operations, for more information (annelies.swaan@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

Company

Country

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

 

Testimonials

Dates & Locations

All C.E.L.forpharma courses are held in top-class four or five star hotels situated in easily accessible locations, either close to an international airport or near public transportation links in city centre locations.
 

  • 15-16 November 2018, Brussels

This course takes place at the Courtyard Marriott Brussels Hotel which is located 15 minutes from Brussels National Airport by complimentary hotel shuttle or taxi and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar). 

courtyard_photo_website.jpg

Address: Avenue des Olympiades 6, 1140 Brussels, Belgium
Tel: +32 2 337 08 08
 

  • 15-16 May 2019, Brussels

This course takes place at the Courtyard Marriott Brussels Hotel which is located 15 minutes from Brussels National Airport by complimentary hotel shuttle or taxi and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar). 

courtyard_photo_website.jpg

Address: Avenue des Olympiades 6, 1140 Brussels, Belgium
Tel: +32 2 337 08 08
 

  • 28-29 November 2019, Zurich

This course takes place at the Hilton Zurich Airport Hotel which is located just five minutes from Zurich Kloten Airport with the complimentary shuttle. Zurich’s vibrant city centre is located only a fifteen minutes’ drive away.

hilton_zurich.jpg

Address: Hohenbuehlstrasse 10, Opfikon-Glattbrugg 8152, Switzerland
Tel: +41 44 828 50 50
 

Hotel Booking Assistance

Having built a strong relationship with each hotel, C.E.L.forpharma has secured preferential room rates for our delegates who book their accommodation three weeks or more prior to the course. Upon your registration, we will help you make your hotel booking. For any assistance in this matter please do not hesitate to contact Sarah Nissen, Programme Coordinator (sarah.nissen@celforpharma.com, tel +32 (0)2 709 01 46).

Included in the Registration Fee

  • Course Material (Digital & Print Versions)
  • Coffee, Tea & Refreshments During the Course
  • Lunch During the Course
  • A Group Dinner on the First Day
  • Certificate of Attendance Signed by the Expert

 

Group Discounts

Team discounts can be offered to 3 or more delegates from the same company. Contact Annelies Swaan, Head of Business Operations, (annelies.swaan@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 / invoice or by credit card.
  4. Click "Confirm Registration". You will be sent an automatic email confirming your registration followed by a personal email containing a pro-forma invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Britt De Cat.
(email: britt.decat@celforpharma.com or call: +32 2 709 01 44)

 

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 1 week prior to the event, to another course held within one year of the original course date.

Participant Cancellation

  • Cancelling 5 weeks or more prior to the course: cancellation fee of €250 per participant.
  • Cancelling 4 to 3 weeks prior to the course: 25% of the invoiced registration fee.
  • Cancelling 14 to 7 working days prior to the course: 50% of the invoiced registration fee.
  • Fewer than 7 working days or if no notification received: registrant liable to pay invoiced registration fee.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for paid registration fees.

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