Pharma Marketing Europe 2011

Programme

Keynote Morning: Strategic Marketing Excellence

Determine the future of the pharma industry

• Understand what the driving forces in social and political environments will mean for the future of the pharma industry
• Learn how technological developments will impact the way that healthcare is delivered to the patient and what it will mean for your marketing
• Learn what these socio-economic implications will be on your competitive strategies

Leverage a Global Brand: Build patient value throughout your lifecycle management

• Create the right pre-marketing strategy that takes clinical need, your stakeholders, market access and your competitor profiles in order to develop your brand strategy
• Develop a LCM strategy that puts patient value at the centre of your marketing activities and strategically target areas of growth and unmet clinical need
• Brand performance: Develop the right KPI's that will allow to see how your brand is performing with payers, HCP's and patients
• Use the right marketing mix to communicate your brands value to all of your stakeholders

• Learn how to apply the disruptive principle in financial crises to create new avenues for revenue
• Tailor you marketing messages for your customer segments and create the right value for your product and patient
• Build brand loyalty to become the product of choice for consumers, pharmacists and HCP's

• Capture incremental revenue when customers and their businesses are declining
• Leverage a turbulent business climate to overcome internal resistance to price changes
• Understand the organizational changes required to implement such a pricing program

• Get a full understanding and google overview of the digital healthcare patient - what they do and when
• Learn the major trends taking place in the digital space and their impact on the way patients will seek healthcare and your services
• Develop and implement your digital healthcare marketing strategy - what you should do and when

• Understand the complexity of purchasing departments to ensure your sales teams are building value for different budget-holders
• Learn how to engage with multiple economic decision makers and ensure you're communicating with the right people at the right time
• Create value for all stakeholders - from physicians, to procurement managers, to patients in order to drive product adoption

• Share debate and knowledge with differently structured organisations and understand how each came to have their current business model and how you should position yours
• Learn where the balance between centralisation and decentralisation lies: Understand which elements of your sales and marketing approaches should be regional and which should be held at the country level

Session One: Creating the Right Strategies

Create marketing strategies to stay ahead: marketing and launch excellence

Define and understand competition early in your order to determine your product positioning

• Drive product adoption by preparing the market during phase II-III clinical trials in order to maximise ROI on launch
• Engage with your stakeholders and KOLs to create the right image and perception of your company and your products over your competitors

Maximise your long term brand strategy

• Prepare the future of your existing brands: create long term goals for your brands that will maximise ROI through your whole LCM
• Create the right organisational mind-set within that looks at the long-term value of your brand and plan critical activities in advance, learn what needs to happen and when
• Integrate your competitive strategy, stakeholders and internal job rotation into your LCM plans to stay ahead of the curve

• Key case study on turning country decline back to significant growth through marketing and sales channels
• Learn how to position your marketing and sales effectiveness at territory level: understand how to size your marketing mix
• Stakeholder satisfaction: learn what drives it, how to improve it and the key criteria to judge it in order to achieve your strategic vision

Hear from Bayer on specialty pharma strategy in emerging markets: how to launch

• Stay ahead of the curve by merging specialty products with your overall emerging markets strategy
• Understand different methods of sizing the potential of markets that need to be developed and created
• Use the right tactics you have at your disposal to achieve full top management buy-in to your strategies

Session Two: Your marketing mix

Getting your Strategy Implemented

• Create the right change management initiatives to ensure that your well thought-out commercial effectiveness strategies are implemented
• Create a culture of commercial effectiveness that will deliver your top-down strategies on the ground
• Dedicate as much time to your change management processes as your strategy creation

Internal Buy-in: create ownership across all of your marketing departments in order to achieve your global marketing aims

• Develop robust strategies and processes to engage your local marketing departments and incorporate regional/local priorities into your global marketing strategy
• Achieve local buy-in by giving them a voice in scoping your strategic vision and implementation
• Learn how to engage your sales force in order execute your global strategies regionally

Session Three: Put your Stakeholders at the heart of your Strategic Vision

Engage KOLs through innovative best practice at medical symposia

• Understand how to create the right metrics to assess the ROI on your congress activities, monetary and on your objectives
• Learn how to design a framework that can applied to your marketing best practice in order to achieve maximum ROI
• Seeing through the regulations: develop strategies and dynamic tools that maximise your presence at medical congresses

From physicians to purchasing departments: where does the power lie

• Engage with your customers through the right messages to purchasing departments
• Make sure your messages sell the value of not only the products you offer but also on the services you provide
• Position your solutions to give your customer the value they need to derive from the healthcare system

New media and the role of market research

• Discover your new customers through effective targeting and create new strategies that drive stakeholder engagement
• Understand how the right market research will create a global strategy which reflects the right local insights
• Utilise market research to understand risk measurement and maximize local opportunities and global turnover