Workshops

Cegedim Strategic Data

How to create a successful promotional mix

• How to optimize the resources of promotional investments
• Learn the importance of having a detailed knowledge of the numbers and position of your competitors’ products, to build a better marketing mix
• Learn how to distinguish opportunities in different markets  

Workshop's Brief:

• How to Improve Promotional Investment Resources

Based on the knowledge of the market competition, you can improve the resources for promotional investment. This knowledge allows you to have a wide view of the strengths and weaknesses of the product you have, giving the possibility to learn about opportunity areas. Based on the results you have now, you can give a new approach to the promotional efforts.

The aim is to focus on the most appropriate channel to achieve a better impact on the physicians and get a higher position in the market.

• Learn the Importance of Knowing the Number and Position of Products of Competitors

Knowing the number and position of their products, will help you to create strategies in medical calls, such as: 1) Giving priority to any product according to the position; 2) Have a control on the number of products that are carried during the visit. As a result of these strategies we can contribute possible prescription habit.

The importance in the position and number of products to physicians is reflected in the interest that they may have in prescribing the presented product in the future, either by the importance given to him or the focus given by the representative.

• Learn to Distinguish Opportunities in Various Markets

Based on promotional investment, the number and position of products, you can have an appropriate approach to the strategies and promotions in sales. The importance of knowing the market is to be able to make a real comparison about what the competition is doing, helping you to reach new markets, to know the trend of the products and notice if there is any weaknesses in your investment. With this you will develop a better plan focused on new opportunities and achieve an appropriate position for your product.

Cegedim Strategic Data

TNS Healthcare

Optimizing the Message and the Messenger:

A Guide to Creating the Most Effective Sales and Service Experiences

The vast majority of pharma companies around the world have begun to transition from traditional sales models to new physician-centric service models.  But while most companies understand the need for this new approach, few can clearly define what the new service model looks like or how to create it effectively in their organizations.  

This interactive session will give you a blueprint for building a successful service model—and ensuring you optimize every contact with every physician.  It will guide you in maximizing the effectiveness of both your representatives (your messengers) and the information they deliver (your messages).  You will hear the results of our newly-updated multi-country study with physicians revealing:

• If—and to what extent--doctors are experiencing change in their interactions with pharma as the new service models are implemented
• Which sales and service activities physicians value most in their interactions with pharmaceutical companies
• How doctors rate the top pharma companies in terms of their performance across the full range of selling and service options
• Which pharma sales forces have established the strongest relationships with physicians

Plus, you will learn proven lessons on how to improve call quality from TNS Healthcare’s continuous tracking survey of doctors in 6 European countries.   You’ll gain critical insights into a wealth of key areas, including:

• Where reps are “on” or “off” message and how that impacts prescribing intent
• How global, regional and local messages shape prescribing—and how effects vary by country
• How the rep’s relationship with the doctor influences call results
• Whether—and how much—detail order drives detail impact

*Please return to this website to find out about other workshops taking place during the congress. Thank you.