Pharma & Biotech course title: Sustaining a pharma brand Description:
Brand
life determiners and how to maximize sales in the long term The essence of successful
marketing is to maintain a successful long term brand in a dynamic market
place. There are many factors that determine how long you will enjoy robust
sales but many are ignored or poorly managed. This course covers the major
opportunities to make an impact and prolong the life of your product despite
the perennial short life span expected within the pharma industry.
Key content includes:
· The product life cycle concept and how not to interpret it!
· The seven most significant factors that will decide the life span of your product.
· How global launch timing affects company implementation; how do different global market characteristics make an impact; whether being a biological, Rx or OTC product brand helps the long run; which indications are best for you and your customers; where galenic’s fit in; the impact of naming strategies; and finally how corporate strategy and commitment can make the final difference.
· A high cholesterol case study identifies 3 drivers of prescribing, 4 predominantly different physician roles, 2 major patient types and looks at the challenges of finding a positioning which appeals to all segments.
· Reference to the published work of Kapferer, Aaker and Moss.
What will you be able to do afterwards?
· Question whether your organization is being too pessimistic about the potential brand life of your products.
· Correctly use the product life cycle concept to describe therapies not single products.
· Use the seven brand life determiners as a robust test of your life cycle management tactics.
· Prolong the effective life of the product brands under your control.
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: 2.5-3 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 £249 - or the equivalent rate in your chosen currency.
This course contains three
modules (Modules 4.1, 4.2 and 4.3) 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
To buy please follow this link: > Buy course