Keynote Speech: How to make your brands and the branding process integral to your future pharma business strategy

• See how you can benefit from the latest trends in communication and brand-building
  
• Learn how the chief drivers of change, in particular the Internet and the growth of the informed patient are affecting your brands
  
• How to view branding as an inside out process and how to measure its value.

Group Deputy Chairman, Interbrand

"Branding Overload - Corporations, Franchises or Products?"

• Why brand at all?
  
• Should we build national or global brands?
  
• Therapeutic area or franchise branding - does it add value or confuse customers?
  
• Corporate branding - a CEO's "ego trip" or a value-adding activity? Can pharma emulate other sector’s experience?
  
• When and where to use different types of branding

Director of Global Branding, AstraZeneca

Global Branding: Where It Starts and Where It Stops

• What global branding should be in the 21st Century
  
• A close examination: failures and successes in global pharmaceutical branding.
  
• Preventing the Not-Invented-Here Syndrome internal marketing and what the benefits
  
• Learn how to use internal marketing to benefit local brand strategies.

Director of European Marketing, Eisai

BRAND LIFE OR BRAND DEATH? The importance of living the brand

• How customers create brands
  
• How to brand internally
  
• Sham Brands: a case of delivery failure!
  
• The Achilles heel of Pharma branding
  
• Choosing life over death

Senior Partner, Brand(X)

Emotions, Focus and Storytelling: How Cialis is Challenging Viagra

• Branding: should you concentrate on facts or emotion?
  
• Which approach works best in which context?

Global Brand Manager - Cialis, Lilly

A customer perspective: How important is corporate and product branding to YOUR customers?

• What decision making process do your customers make when prescribing drugs?
  
• Do customers buy therapeutic brands or company brand?
  
• How important is corporate loyalty and trust when trying to win over long term doctor relationships?
  
• How can you integrate your corporate and product brand into the physicians' relationships with the sales force and their patients
  
• What strategies can your salesforce use to build doctor relationships through corporate and product branding to drive on-going prescriptions?

Formulary Adviser, Surrey and Sussex NHS Trust

PANEL SESSION: What are the best ways to align corporate and product branding?

• What is the right mix and how effective is it?

Formulary Advisor, Surrey and Sussex NHS Trust
Group Deputy Chairman, Interbrand
Director Global Branding, AstraZeneca
Corporate Brand Manager, Novo Nordisk
Global Brand Manager - Cialis, Lilly
Senior Marketing Manager, Novartis

Keynote Speech: How can you effectively use branding as a management tool?

• Branding is one of the most used and abused words. This presentation defines branding and addresses the primary issues in building strong market positions:
  
• How can the pharmaceutical industry use both corporate and product branding as successful management tools?
  
• How can you use branding to increase your market share across markets?
  
• What is the most effective way to optimise the value your marketing system and marketing resources bring to your corporate and product brand?

CEO, Kunde & Co

Keynote Speech: How can your corporate brand support your product branding initiatives and be used as a competitive tool?

• As a product brand manager how can you leverage your corporate brand to strengthen a new product brand?
  
• As a corporate communications director, how will investment in your corporate brand strengthen your position when generics hit the market?
  
• What are the synergies between corporate and product branding in the pharmaceutical industry?

VP Global Marketing, Lundbeck

How does a good brand strategy influence good PR?

• Learn to integrate PR in your product marketing strategy
  
• Creating a brand which maximizes PR potential
  
• How to use PR to reach patients where other forms of promotion are disallowed.

Brand Director and PR Co-ordinator - Oncology, Novartis

Brand defence and lifecycle management strategies

• Post patent expiry brand value – the only real value in a strong brand?
  
• Case studies of successful post-patent pharma brands.
  
• How do you build post-patent value into your brand now?
  
• What is the risk / benefit of genericising your trademark?

Commercial Projects Leader, Napp Pharmaceuticals

Other speakers:

Marketing Director, Schering-Plough
Marketing Manager, Serono
Pharma Brand Analyst, DataMonitor
Head, NHS Alliance
Global Marketing Director, Cephalon
European Brand Director, Yamanouchi
Global Product Manager - Levitra, Bayer