Gather relevant information, but use wisdom in making your final decision
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
Schedule:
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.
CLICK HERE FOR A REGISTRATION PACKAGE
Our Course Instructors
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 ddwyer@fosterrosenblatt.com