Page 1

PRESENTS:

Courses for Asia Pacific Pharmaceutical Professionals EXCELLENCE IN PHARMA MARKETING & MARKET ACCESS

SINGAPORE

CENTRE OF BRAND EXCELLENCE


ADVANCED COURSES FOR ASIA PACIFIC PHARMA PROFESSIONALS Hosted by GalbraithWight

GalbraithWight is proud to announce our advanced open courses for Asia Pacific pharmaceutical professionals. Join our capability building sessions to gain valuable and practical insights from our market access and marketing experts.

GalbraithWight is a team of expert practitioners with extensive international and senior level strategic and operational experience within the global pharmaceutical business, that specialises in consulting and training solutions for the global healthcare industry. Our three Centres of Excellence design, develop and deliver world-class services globally in Brand Excellence, Market Access, Launch Excellence and Insights. 2


Excellence in Pharma Marketing

ADVANCED COURSE FOR PHARMACEUTICAL PROFESSIONALS

SINGAPORE

Centre of Brand Excellence

3


ABOUT THE COURSE

What will I learn?

4

• A practical and in-depth insight into the role of the marketers in today’s healthcare industry. • An overview of the marketing process and the key elements that drive the brand plan. • Marketing skills to help build stronger competitive advantage which delivers greater growth and future profit and improves the lives of patients

Is the programme for me?

• Brand Marketers and members of cross-functional brand teams with over one year’s marketing experience

How is the course delivered?

This is a two day course delivered by experienced marketers from the healthcare industry.

• Customer Marketing Manager/ Executives • Those working in other areas wishing to gain a better understanding of marketing

Workshops and discussions allow the delegate to explore and understand in depth the principles and knowledge delivered in the lecture sessions.


KEY LEARNING OUTCOMES MODULE 1:

ESSENTIAL MARKETING & BUSINESS FUNDAMENTALS • Describe the key drivers impacting on pharmaceutical businesses • Define Marketing • Explain the required skills for Brand Management • Describe the range of roles of the Brand Manager and the cross-functional working approach and identify the contribution that you can make • Describe the key decision areas for Marketing Planning • Explain the difference between ‘inward’ and ‘outward’ looking companies • Construct a time line for the development of a new product from molecular target identification to marketing authorisation approval

MODULE 3:

BUILDING AN ALIGNED SWOT© To enable identification of critical success factors and critical customer behaviours© • Define the nature and scope of strengths and weaknesses • Define the nature and scope of opportunities and threats • Complete a prioritised Aligned SWOT© analysis for your brand • Describe the use of SWOT analysis

MODULE 2:

INSIGHT & EVIDENCE BASED BRAND PLANNING • Define the nature and structure of an effective Brand Marketing Plan • Describe the value and importance of a Brand Marketing Plan • Explain the process to critically evaluate a Brand Marketing Plan • Describe the common reasons why Brand Plans fail • Understand how to critique a Brand Plan

MODULE 4:

PATIENT BASED SEGMENTATION TO BUILD OPTIMUM POSITIONING STRATEGIES • Explain what is meant by ‘Market Definition’ and why it is important • Define segmentation • Explain the process for segmentation • Assess the relative potential of alternative segments • Explain targeting as it applies in Marketing Planning

Centre of Brand Excellence

5


KEY LEARNING OUTCOMES MODULE 5:

PRAGMATIC FINANCIAL MANAGEMENT IN MARKETING • Define forecasting • Describe all the marketing decisions that are impacted by forecasts • Explain the different types of forecasting • Describe the basis for patient-based forecasting • Describe the structure of a typical P&L statement • Describe the nature of budget control

MODULE 7:

INTEGRATED COMMUNICATIONS PLANNING • Define Communications Mix • Describe the nature and importance of Communications Mix • Explain how Comms Mix changes at different stages of the Brand Life Cycle • Explain the link between Critical Success Factors and Comms Mix • Explain how to choose between different activities

6

MODULE 6:

INNOVATIVE LIFE CYCLE MANAGMENT • Describe the structure and phases of a typical brand life cycle • Identify the single most powerful driver of revenue through the life cycle • Explain the core objectives and associated key marketing decisions for each phase • Define portfolio analysis • Explain the nature and importance of portfolio analysis • Identify common problems in effective portfolio analysis

MODULE 8:

VALUE DRIVEN MEASUREMENT OF KPIs TO DRIVE CROSS FUNCTIONAL EFFECTIVENESS • Describe the key methods of measuring marketing effectiveness • Identify areas for improvement in your marketing control • Describe how to improve the tracking of your brand’s marketing performance • Develop SMART marketing objectives and related key performance indicators (KPIs) • Explain the benefits of a ‘balanced scorecard’


Excellence in Pharma Market Access

ADVANCED COURSE FOR PHARMACEUTICAL PROFESSIONALS

SINGAPORE

Centre of Brand Excellence

7


ABOUT THE COURSE What will I learn?

A clear and strong foundation of the definition, scope, terminology and key drivers of market access. You will also learn the GalbraithWight 10 steps of Market Access, with a systematic and comprehensive toolkit for understanding, mapping and communicating with payer customers to achieve market access.

Is the programme for me?

This course is vital to anyone working within a Healthcare company. Marketing, medical, clinical research, finance, government affairs and sales management. Key learning outcomes for each module are detailed in the table.

How is the course delivered? What extra will I gain from the course?

8

This is a two day course delivered by experienced marketers from the healthcare industry. Workshops and discussions allow the delegate to explore and understand in depth the principles and knowledge delivered in the lecture sessions. • Gain deeper insights into the key drivers for market access • Learn a systematic method for identifying those market access decision-makers most important for your brand or disease are. • Develop a much better understanding of the real needs of payer customers • Build a compelling value proposition which will create a much higher probability of gaining market access.


KEY LEARNING OUTCOMES MODULE 1:

MARKET ACCESS DEFINITION, SCOPE & KEY DRIVERS • Describe the development of healthcare systems in terms of common themes in managing costs & outcomes • Describe the ten key decisions for market access and their impact on access to medicines • Describe the reasons why market access is important throughout the brand life cycle • Describe the above-country organisations important for market access processes

MODULE 3:

UNDERSTANDING MARKET ACCESS TERMINOLOGY: EFFECTIVENESS AND COST EFFECTIVENESS • Recall the key health economic terminology, and explain the difference between efficacy, effectiveness and cost-effectiveness • Explain which type of analysis is best suited to which specific circumstance, and evaluate the strengths, weaknesses and uses of different types of cost effectiveness analysis • Analyse and evaluate data sources to construct a robust market access argument for different target audiences

MODULE 2:

MAPPING MARKET ACCESS DECISION MAKERS & INFLUENCERS • Explain what tools & techniques can be used to identify important and influential market access customer groups • Construct a market access customer map using Decision Point Analysis to identify the market access decision points in a specific disease area • Define using Influencer Mapping the individuals and organisations which have a direct or indirect influence on market access decision makers

MODULE 4:

BUILDING A COMPELLING MARKET ACCESS VALUE PROPOSITION • Develop unique customer insights for Market Access customers based on research and an intimate knowledge of their forces and needs • Explain how examples of better customer insight have shaped value propositions • Build value propositions which directly match Market Access customer forces and needs using process to bridge from customer insight to compelling value proposition • Critically evaluate a Market Access value proposition and make at least two recommendations to improve it

Centre of Brand Excellence

9


REGISTER YOUR PLACE/S NOW Visit our event page to find out about upcoming events and register: http://galbraithwight.eventbrite.com To find out more about our capabilities programmes, upcoming dates and locations please do not hesitate to contact us.

Contact us with any queries:

EMAIL: GalbraithWight Events Team, events@galbraithwight.com TEL: GalbraithWight Events team, Europe Office, +39 02 575-541

We look forward to welcoming you! Terms & Conditions

If you are unable to attend this course, we are happy for you to substitute a colleague to attend the course or to transfer your ticket to the next available GalbraithWight course. Alternatively, our refund policy is:

• Cancellation more than 30 days before the course: 100% refund • Cancellation more than 14 days before the course: 50% refund

• No refund for courses cancelled less than 14 days before the course date

Centre of Brand Excellence EMAIL events@galbraithwight.com | EUROPE OFFICE +39 02 575-541 WEB www.galbraithwight.com | LINKEDIN https://www.linkedin.com/company/galbraithwight

10


ADVANCED COURSES FOR ASIA PACIFIC PHARMA PROFESSIONALS

CENTRE OF BRAND EXCELLENCE


To find out more about GalbraithWight’s expertise, services and highly experienced Consultant team in Europe, the US and Asia Pacific please contact us.

GalbraithWight Europe Office GalbraithWight Ltd Mabuc (Magnolia Business Center) Via Pavese 1/3 20089 Rozzano (Milano) Italy

GalbraithWight USA Office Tel +39 02 575-541

Carlotta Pellegrini c.pellegrini@galbraithwight.com www.galbraithwight.com

GalbraithWight Ltd 148 Fairway Drive Princeton, New Jersey 08540 USA

Tel +1-609-924-5486

Colin Wight c.wight@galbraithwight.com www.galbraithwight.com

Pharma Marketing and Market Access courses Singapore 2016  

GalbraithWight is proud to announce our open courses for Asia Pacific pharmaceutical professionals in Singapore. Join our capability buildin...

Read more
Read more
Similar to
Popular now
Just for you