INTRODUCTION

Using corporate identity/image, brand management, reputation and trust as strategic tools to maintain long term financial success and hence market share

- Understand how the corporate image and reputation of pharma companies is a strategic concern that can have a direct impact on the level of success the organisation achieves through its marketing and management efforts.
- How can successful management of the corporate brand lead to a more prolific company image and reputation for the pharma industry?

BENEFITS

- How can it be used as a vital asset and marketing tool for success in today’s global marketplace?
- What impact and key benefits will you gain through implementing a strong corporate branding strategy

• Corporate branding and reputation on a cross industry platform – What can the pharma industry learn from these companies?

- How much does pharma differ from these companies?
- Can pharma implement the same techniques applied by these organisations
- What lessons can pharma learn?
- Corporate image dies a slow death – how can pharma companies measure the life of a corporate brand?
- How are successful corporate brands explored and developed?
- What mechanisms can be implemented to continuously measure the progress made?

• What is the relationship between corporate branding and  product branding?

- How can a corporate brand be more successful in opening doors in a new country over individual product brands?
- What has more long - term benefit: product branding v corporate branding?
- Is it possible for corporate branding and product-branding work together to gear a company for increased market share?
- How can corporate branding be tackled in product communication to effectively align the two?

What impact will a strong corporate brand have on the lifecycle of your products once they have come off patents

- How can corporate branding have a positive effect on extending the lifespan of products?
- Can corporate branding be instrumental in increasing competition with generic products?
- How can you measure the impact corporate branding can have on products?

Analysing the impact of a strong corporate image on Investor Relations

- Understand how a positive reputation for both the industry and its individual companies provide a supportive cushion during a slowdown in the introduction of new blockbuster drugs

COMMUNICATING THROUGH CORPORATE BRANDING

How will the shifts to channel marketing effect corporate  branding for pharmaceutical companies?

- How can corporate reputation/branding help the pharma industry deliver a clear, concise and consistent message to all stakeholders

The impact of corporate mergers and acquisitions on corporate identity and communications.

- How have corporate mergers affected the pharma industry?
- What has been the impact on corporate branding?
- How can you use corporate branding to ensure unity after a merger or acquisition?
- How have companies who have merged incorporated the different visions, branding statements to work together?

The impact of corporate mergers and acquisitions on corporate identity and communications.

- What are the issues and implications - As pharma companies become increasingly complex in the environment in which they operate and are subject to much greater public scrutiny, employee identification with corporate identity is much more of a challenge.
- How can corporate identity/branding help your employees channel out the right corporate message to the right people?

What are the principle advantages of having an ongoing corporate brand /image management rather than a one time corporate brand/image exercise.

- Sustainable relationship advantages with key audiences to prosper in an increasingly competitive and constantly changing global marketplace
- Allows focus on the core beliefs and values of the organisation
- Offers competitive advantage
- Creates recognised added value to the products delivered by Big Pharma

Use a strong corporate reputation to provide a credible defence against unforeseeable events that could have a negative impact on your company.


- How can corporate brand be instrumental in regaining product value, which has been lost due to negative press?
- Is pharma currently combating the issue of bad press?
- What will corporate branding do in the long term for enhancing corporate image?

How can you communicate your image and build trust in the investor relations community?

How do you effectively launch your corporate brand campaign?

- What are the cost implications of launching a corporate brand?
- Is it viable for both small and large pharma companies?
- How do you ensure your corporate brand is distinguished from competitors?
- What are the complications of implementing a corporate brand?

How can you create corporate websites that are both trusted and legal?

- Learn to use your website to effectively communicate key issues which could otherwise result in bad press.
- Is your corporate website easily accessible on the Internet?
- Can trust and long term relationships be built with both GP’s and patients through corporate branding?
- How can you measure the impact a corporate website has on your bottom line?

Learn how a coherent corporate brand can be integrated into the organisation at all levels

- Learn how management of the corporate image can integrate the corporate culture with the process of managing.

Measuring your corporate reputation and image?

- How can pharma companies measure corporate reputation?
- How can you use these measurements to track changes in your reputation?
- How can these changes be interlinked to your corporate image?

How can CEO’s use corporate branding as a way to re-instil trust for the pharma industry to stakeholder groups?

- Understand why a strong corporate reputation is one of the most valuable assets in a CEO’s tool kit?
-How can it be as critical to business success as a healthy balance sheet?

How do you get CEO’s to believe that corporate branding is more than just a logo?

- Learn how you can convince your CEO that long-term management of corporate branding is an investment.

Use a strong corporate reputation to provide a credible defence against unforeseeable events that could have a negative impact on your company.

- How can corporate brand be instrumental in regaining product value, which has been lost due to negative press?
- Is pharma currently combating the issue of bad press?
- What will corporate branding do in the long term for enhancing corporate
image?

Corporate branding and reputation on a cross industry platform – What can the pharma industry learn from these companies?

- How much does pharma differ from these companies?
- Can pharma implement the same techniques applied by these organisations
- What lessons can pharma learn?
- Corporate image dies a slow death – how can pharma companies measure the life of a corporate brand?
- How are successful corporate brands explored and developed?
- What mechanisms can be implemented to continuously measure the progress made?