> Watch foundation overview

This course is the full original foundation course – an easy way to build from the basics right through to some of the most sophisticated current thinking about building long term brands within the pharma industry. Case studies include Viagra®, Vioxx®, ARB’s, Losec®, Lipitor®, pain management, a new high cholesterol product and much more.

> Watch content and timing overview

Key content includes:

· The product attribute trap – rational versus emotional responses for a medicine.

· The neuro-cultural view of how physicians interact with pharma brands.

· Those factors of change which can lead to paradigm shifts in a market.

· The nine factors that decide whether generics or brands will dominate.

· The nine causes of brand decline.

· The seven factors that decide the life span of your product.

· Reference to the published work of Aaker, Kapferer, Chandler, Owen and Moss.

· AND much much more………………………………….

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.

· Diagnose the factors of change within a therapy area which allow you to drive stronger differentiation and therefore competitive advantage.

· Utilise the seven most significant factors that will decide the life span of your products.

· Audit whether your brands are going to be under unexpected generic attack.

· Judge whether your brand plan takes into account all the causes of brand decline.

· AND much much more………………………………….

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: 7-10 hours.

Agenda:Tensessions make up this 7-10 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 £499 - or the equivalent rate in your chosen currency.

This represents a massive 37% reduction Vs the purchase of each course individually and is roughly equivalent to only a half day instructor led course (travel costs not factored in).

Download a PDF of this course page: > Download PDF

To buy please follow this link: > Buy course

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