Pharma & Biotech course title:Brands not productsDescription: Pharmaceutical
brands live – they aren’t just technical products Physicians and other healthcare professionals are humans just like the rest of us. They react to consumer brands and their promotion in real life but sometimes deny they behave in a similar fashion when deciding on which pharmaceutical product to use in their professional lives. This course provides a great way to appreciate the difference between rational and emotional responses and what that means for you, your brands and your organization. |
 |
Key content includes:
· The product attribute trap – rational versus emotional responses for a pharmaceutical.
· Different brand models and how they relate to pharmaceuticals.
· The ‘ARB case study’ – highlights differences in physician emotional response to this class of anti-hypertensive.
· The neuro-cultural view of how physicians interact with pharma product brands.
· The ‘Viagra® brand function hierarchy’ case study.
· Emotional market research techniques (brand room) case study.
· Reference to the published work of Ellwood, Kapferer, Chandler, Owen and Moss.
What will you be able to do afterwards?
· Appreciate that the product attributes that have been the industry’s focus in the past (indications, modes of action, administration routes etc.) are just part of the overall context within which a physician understands a brand.
· Grasp how physicians perceive brands and the role they play in their decision making
· Understand that the emotional aspects of a brand are affected by its competitors and this needs to be taken into account in your planning.
· Enter into a dialogue with interested parties so that the emotional aspects of a brand are understood and incorporated by your organization.
Who should take this course:
Brand Managers, Market Researchers, Advertising Account Executives, aspiring global and local marketers as well as more experienced practitioners wishing to progress to strategic instructor led courses.
What will you do during the course?
The course is web based and self paced, split into easy digestible sections with quizzes for immediate feedback. There is a mixture of self reading (limited to 15 minutes maximum at 240 wpm), watching video presentations, listening to audio presentations, reviewing case studies, taking interactive quizzes and completing work assignments.
Language:English
Delivery method: Web based delivery available 24 x 7. Two versions are available depending upon the speed of your work network or home internet connection. The standard course uses fast streaming audio and video. Alternatively an audio only version is available on request which is suited to slower connections.
Duration: 1.5-2 hours.
Agenda:Two sessions make up this 1.5-2 hour course, each follows a similar overall agenda
· Welcome and preview.
· Main course elements.
· Interactive quizzes with immediate feedback.
· Review of learning’s and what should now be done differently.
· Case studies and work assignments to put theory into practice.
Registration fees: Estimated price £199 - or the equivalent rate in your chosen currency.
This course contains two modules (Modules 1.1 and1.2) which were originally prepared as part of a foundation brand marketing course. Customer feedback requested that they were split into shorter courses and as such represent fantastic value, all 10 modules can still be purchased together as the foundation bundle.
Download a PDF of this course page: > Download PDF