- Visiting Professor at CEDEP (INSEAD), author of KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
- Contributed to the design of Roche’s and Novartis’ brand planning processes and runs Roche’s courses for marketing and non-marketing audiences worldwide.
- Developed business simulations and decision support tools for the health care industry and trained tens of thousands of executives worldwide on pharma marketing strategy since 1990.
- A cross-functional process for planning tactics that will strategically boost the success of your brands.
- Analytical tools to discover key leverage points from patient-centric and stakeholder insights.
- “Where to play?” - What segmentation criteria are useful, and how to prioritise opportunities for your brand.
- “How to win?” - How to develop a brand positioning statement and a value proposition.
- What is a good SWOT and how to correctly extract Critical Success Factors such that a brand’s strategy successfully translates into customer-centric tactics.
- How to design effective, efficient and agile tactics for Red Ocean (highly competitive) markets.
- How to create a Blue Ocean (highly innovative) market environment where competition is irrelevant.
- Best practices drawn from pharma and other industry sectors.
- You will be equipped with a set of practical tools and checklists for developing and/or improving cross-functional pharma brand plans.
- You will develop fit-for-purpose planning skills and learn from your peers during group work on the Betaprolol case, developed by Edouard Demeire.
- You will receive Edouard’s book KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
Why You Should Attend
The Content: In today’s volatile, uncertain and complex environment, brand teams need to go through a ‘fit for purpose’ brand planning process in order to ensure all market-facing functions synergistically contribute to a brand’s success. You will learn key concepts and learn to use several handy tools in a well-structured cross-functional process that culminates in high-impact brand plans with a logic between the final action plan and market dynamics. Participants will understand how a pharma brand planning process can contribute to developing agile customer centricity. The three critical steps, i.e. customer journey based insight development -> strategy building -> agile tactical planning, are exercised in the context of a pharma case in order to give participants hands-on experience.
The Expert: Edouard forces you to think “out-of-the-box”. He challenges his audience and, while he is an authority in pharma marketing strategy, he also transposes learnings from other industries to stimulate creative thinking. His approach sparks plenty of new ideas!
The Pharma Brand Planning Course is the only available public training course delivered by Edouard Demeire on the topic of brand planning.
Agenda of The Pharma Brand Planning Course
Important: all hours are noted in CET/Brussels Time, so carefully convert into your local time zone!
Short breaks will be offered throughout the day.
Welcome & General Introduction (~1 h)
Understand Your Brand’s Market - Components of Insight Building (~1 h)
Group Work - From Data to Insights to SWOT to CSFs (~1 h)
|Using the Betaprolol case, which participants receive prior to the course for pre-reading, delegates work in groups to gain insights from analysing the market, to produce an effective SWOT, to then determine the CSFs that are THE link between a long term brand strategy and an agile short term tactical plan.|
Group Presentations (~1 h)
|Each group presents their findings and is challenged by both expert and peers. At the end, Edouard presents his solution, not as THE single solution, but to illustrate best practice.|
“Where to Play?” - Defining and Prioritising Segments (~1 h)
Group Work - Designing The Multi-stakeholder Segments & Prioritising Brand Opportunities (~1 h)
|The groups continue to work on the Betaprolol case. At this stage, the assignment is to determine and prioritise market segments and brand opportunities.|
“How to Win?” - Positioning Your Brand (~30 min)
Group Work - Brand Positioning Case Discussion and Value Propositions (~30 min)
|The groups define a brand positioning statement, value propositions, as well as messages for the Betaprolol case.|
Close of Day 1
Recap Day 1 (~15 min)
Strategies and Tactics in Red Ocean, VUCA Markets (~1 h 30 min)
Group Work – Tactical Plan Design (~1 h 30 min)
|Delegates work in groups to design a customer-centric, agile and effective tactical mix for the Betaprolol case in a Red Ocean market context. Groups had previously defined a few CSFs, and the specific stakeholders who can make each of the CSFs happen. In this group work, they discuss and identify tactics which induce beliefs & behaviours of the stakeholders which are required to address each of the CSFs. Such customer centric approach enables brand teams to develop tactics which impact the brand’s success effectively and efficiently. Group work outcomes are presented and discussed in plenary.|
Debrief: Building an Effective and Efficient Tactical Plan, Using Impact/Cost Analysis and CC-OKRs (~45 min)
|In the previous group work, teams developed tactical plans which aim to be effective, without first imposing constraints. In this plenary session, participants are presented with two take-home tools which can be used to not only drive effectiveness, but also efficiency under resource budget constraints. These resource constraints are often driven by the corporation’s portfolio, beyond control of an individual brand team. The application of the two tools are first explained, then demonstrated in the context of the Betaprolol case and, finally, discussed in plenary.|
Strategies and Tactics in Blue Ocean Markets (~1 h 30 min)
|Whereas the key to success in Red Ocean markets is focus, agility, and efficiency of tactical execution, the approach in Blue Ocean markets consists in making competition irrelevant by creating a new market through value innovation.|
Group Work (~1 h)
|To effectively use the customer value concept, it is critical to think beyond very general definitions of customer value. To that purpose, delegates work in groups to identify stakeholders in the Betaprolol case, define both product and non-product benefits, as well as customer costs, to finally define opportunities for value innovation, thereby creating a true Blue Ocean market environment. Group work outcomes are discussed in plenary.|
Wrap-up (~30 min)
>> Click here if you wish to receive the PDF brochure of this course
This course uses a variety of learning approaches, including interactive lectures, a case study (Betaprolol case), as well as group work and plenary discussion sessions. Working in groups of 3-5 delegates on the Betaprolol case, developed by Prof. Demeire, will enable you to practice the concepts and tools taught during the interactive lectures that alternate with group work.
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.
|The typical audience size of our courses ranges from 6 to 24 (max) participants.|
Who Should Attend?
The Pharma Brand Planning Course is a must for brand/product managers and related pharma marketers early in their career because they need to quickly acquire the concepts and tools for generating successful brand marketing plans, as well as think and learn to act cross-functionally in today’s volatile, uncertain and complex environment.
This course will also benefit more experienced brand managers and franchise leads who want to refresh their skills, as well as managers in medical affairs, market access and commercial functions who must contribute to agile and customer-centric brand planning processes.
Below is a non-exhaustive list of past participants who have benefited from attending this course.
|International Product Manager||Acino Pharma||Switzerland|
|Associate Director, Global Commercial Insights||Actelion||Switzerland|
|Junior Product Manager||Bayer Healthcare Pharmaceuticals||Belgium|
|Customer Marketing Manager||Bristol-Myers Squibb||Romania|
|Field Product Manager||Celgene||Netherlands|
|New Product Adviser||Chiesi||Italy|
|Global Marketing Lead, Assignment USA||Ferring||USA|
|Portfolio & Marketing Manager - Oncology||Fresenius||Germany|
|Distributor Area Manager / Pharma Export Manager Gulf and Middle East||Galderma||France|
|Chef de Produit||Ipsen||France|
|Global Patient Solution Manger AK||LEO Pharma||Denmark|
|Marketing and Strategy||Merck Group||Germany|
|Product Manager Respiratory||Mundipharma||Belgium|
|Pricing Manager||Novartis||Russian Federation|
|Senior Manager, CPMD||Orion||Bangladesh|
|Regional Brand Manager WH/MH Portfolio & Xalabrands, Europe||Pfizer||Turkey|
|Marketing Director Dermatology||Pierre Fabre||Germany|
|Team Manager IT - Global Product Strategy||Roche||Switzerland|
|Brand & Customer Manager||Sanofi||Croatia|
|Sales manager- Ophthalmology portfolio||Santen||Thailand|
|VP Strategic Planning & Commercial Excellence||Shionogi||United Kingdom|
|Business Development Director||UCB||Belgium|
Dates & Locations
Currently all CELforPharma courses are planned to only be held live online (hosted in Zoom) until international travel is back to normal.
29-30 April 2021, live online
1-2 July 2021, live online
16-17 November 2021, live online
Included in the Registration Fee
- 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.
- A copy of Edouard’s book KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
Team discounts can be offered to 3 or more delegates from the same company.
Contact Annelies Swaan, Director Business Operations, (email@example.com) for more details.
How to Register
- Click the "Register Here" button on this page.
- Choose a course date, then fill out your personal details and company / invoicing details.
- Choose to pay via bank transfer or by credit card.
- 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: firstname.lastname@example.org or call: +32 2 709 01 45)
Transfer & Cancellation Policy
- 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 within one year of the original course date.
- 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.