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 successful 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

The below agenda is for the face-to-face format. The online version of this course will cover the same modules, but the format and timing will be adapted to suit the online training setting. 

Timing of the online course on both days will be: 

  • AM: 10-12 CET
  • PM: 13-17 CET

Day 1 – Managing Patent Expiry



Introduction & Scope of the Day


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?

Coffee Break


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


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


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


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


Final Discussion & Closing of Day 1


Group Dinner


Day 2 - Organising for Success and Winning with Established Brands



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


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


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


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


The Future for Late Stage Lifecycle Management

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


Final discussion



>> 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 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 Inge Cornelis, Director Commercial Communications, for more information (inge.cornelis@celforpharma.com, tel +32 (0)2 709 01 43).


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

All CELforPharma courses are held live online (hosted in Zoom) or 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.
  • 17-18 November 2020, live online

  • 18-19 May 2021, live online

  • 23-24 November 2021, in Brussels or Zurich, or live online


Hotel Booking Assistance

Having built a strong relationship with each hotel, CELforPharma 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, Senior Programme Coordinator (sarah.nissen@celforpharma.com, tel +32 (0)2 709 01 46).

Included in the Registration Fee for the live online course​

  • Access to an expert led course in real-time, using an interactive platform for break-out rooms, whiteboard exercises, polling, plenary discussions and chats
  • Course material, which will be provided to you in both digital format (by email) and in hard copy (by post, so you can make notes during the course)
  • Certificate of attendance signed by the expert and CELforPharma
  • Flexible transfer option


Included in the Registration Fee​ for the face-to-face course

  • 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
  • Flexible Transfer Option
  • Optimal Safety: Small Groups (16 max) and Spacious Seating


Group Discounts

Team discounts can be offered to 3 or more delegates from the same company.
Contact Inge Cornelis, Director Commercial Communications, (inge.cornelis@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.
  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 at no extra cost, until 3 weeks prior to the event, to another course held before 31 December 2021.

Participant Cancellation

  • Up to 6 weeks prior to the course: cancellation fee of € 400 per participant.
  • Up to 5 weeks prior to the course: 25% of the invoiced registration fee.
  • Up to 4 weeks prior to the course: 50% of the invoiced registration fee.
  • Up to 3 weeks prior to the course: 75% of the invoiced registration fee.
  • Fewer than 3 weeks 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 registration fees.

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