Pharma & Biotech course title: Great advertising Description: Creativity - why we need it, what it is and how to get it The ‘art of advertising’ is one of the most challenging aspects of the brand manager’s role – and also one of the most difficult to get right. This course offers independent structured advice on the finer points of defining creativity, ensuring it’s on brief, getting relevant buy-in to the final decision and of course, how to get the most from your expensive advertising agency.

Key content includes:

·          How great creativity can lift a brand above the rest thereby simplifying the healthcare professional’s life.

     How physicians react to medical advertising – differentiation, insight and consistency.

·          How to recognize great advertising whilst avoiding the four major pitfalls (numerous examples covered).

·          How to create desire within legal guidelines or tight globally mandated campaigns.

·          Creating the right team around you to ensure success and senior management buy-in.

·          How to optimize creativity via a great brief - using a ‘mini’ case study to illustrate.

·          Reference to the work of Barry Gowers and other industry experts.

What will you be able to do afterwards?

·          Talk with confidence about what constitutes top class creativity in medical advertising.

·          Understand how physicians react to advertising and what needs to be done to be persuasive.

·          Write briefs that produce great results - which are both within legal constraints and (where necessary) maximising the opportunity working within tight global campaign mandates.

·          Build a team (including your boss) that evaluates advertising in a structured way to maximize the chances of success.

·          Recognise when you are getting poor advice from your agency.   

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:

·          Introduction.

·          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.

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