Pharma & Biotech course title: Durable brands Description: Brand development, global brands, generic Vs brand domination This course initially looks at brand development and the impact of selling the same product globally. It then briefly looks at the impact of the internet before covering in depth those factors that determine generic Vs brand domination. It finishes with assessing the numerous causes of sales decline looking at one of those factors in the Vioxx® case study.

·          Brand development in three steps.

·          Drivers of global branding as well as its impact on physician attitudes.

·          Assessing an advanced brand model case study in pain.

·          Exploding some internet myths concerning research validity.

·          Consumer learning’s concerning sales longevity translated to the pharma world – physicians are also looking for a guarantee of quality.

·          The nine factors which decide whether generics or brands will dominate in any particular therapy area.

·          The nine causes of brand decline, we tend to manage only two but there are others we have to watch out for.

·          Reference to a Vioxx® case study and the published work of Holt et al, Kapferer, and Moss.

What will you be able to do afterwards?

·          Decide whether your product implementation is local, international or global.

·          Be able to take into account different attitudes to global brands within an otherwise homogenous customer segment.

·          Grasp the value of brand models and identify the gaps in your team’s knowledge.

·          Build elements in your communication programs that develop trust with physicians and patients.

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

·          Judge whether your brand plan takes into account all the factors of brand decline – not just patent expiry and safety issues.

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: 2.0-2.5 hours

Agenda:Three sessions make up this 2.0-2.5 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.