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New to marketing or developing into a marketing role?

Do you want to learn the fundamentals of pharmaceutical brand marketing?

This 2-day course will introduce you to the core concepts associated with pharmaceutical brand marketing. Guided by the brand planning process, we will demonstrate the key components of a comprehensive situation analysis for insight generation, how to apply the principles of pharmaceutical marketing to strategy development, and we will understand multi-channel marketing for the development of the tactical plan. Types of metrics, their value, limitations and selection rationale will be explored, allowing you to develop a powerful skill set to drive commercial growth.

What will you learn?

  • Complete an Effective Situation Analysis and Competitive Analysis
  • Empower your Product Profile
  • Conduct an Opportunity Assessment & Strategy Development
  • Effective Segmentation Techniques
  • Building a Brand with a Distinct Position
  • Determine the Financial Viability of Your Product
  • Create a Tactical Execution and Promotional Mix Plan

Course Objectives

  • Teach marketers how to better contribute to brand planning through the development of a detailed marketing plan (including situation analysis, insight generation, strategy development, segmentation and positioning)
  • Demonstrate to marketers how to maximize the value of cross functional and agency partners in the creation of high impact marketing plans and materials
  • Learn the process of plan execution and evaluation

Course Logistics & Dates

Date: September 21-22, 2022

Delivery: Online using ZOOM with live instructors, high interaction, exercises, report outs, whiteboarding and Q&A teach-backs


Day 1 – 9am to 12pm, and 2pm to 4:30pm EST*

Day 2 – 9am to 12pm, and 2pm to 4:30pm EST*

* schedule can be adapted for pacific/central time participants as needed

Pre-Workshop Learning: A 30-minute pre-workshop, self-directed, learning tool will be provided online

Course Fee:

Single company registrant: $2,995 USD

Multiple company registrants: $2,795 USD per attendee

Payments made online through virtual invoicing using credit card.

Company invoice payable by check is also accepted.

Participant Materials:

  • Learning guide containing all training content
  • Glossary of Terms
  • Recommended reading and website resources
  • Job Aids for Research

Over 12,000 associates trained to date!
Space is limited to 12 attendees in this course.


Who Should Attend

Marketing associates, product managers, brand team members, commercial analytics team members, clinical research associates, finance associates, R&D team members, regional or district sales managers, strategic planners, managed care and reimbursement associates.

Course Outline

Day 1

  • Introduction and Objectives
  • Overview of Marketing & The Brand Planning Process
  • Insights Discover: Empowering the Situation Analysis
  • Exercise: Mining for Insights
  • Developing Marketing Strategy from Insight
  • Exercise: Strategic Objectives & Critical Success Factor

Day 2

  • Pillars of Marketing Strategy: Segmentation, Differentiation & Positioning
  • Market Access & the Value Proposition
  • Regulatory-approved Marketing Communication
  • Integrated Multi-channel Tactical Plan
  • Exercise: Execution of the Tactical Plan
  • Financial Management & Metrics
  • Communicating the Brand Plan

For more information about this course or any other F|R Performance & Learning development services please contact