IMS Learning Solutions is proud to announce the launch of the first IMS Pharma Leadership Conference held in Paris 3rd - 4th July in cooperation with Professor Reinhard Angelmar of INSEAD.
This event is the outcome of a close cooperation between IMS and business academia with the purpose of combining the unique market insight of IMS with the conceptual innovations from the world’s top business professors resulting in sharper, more applied ideas that are both paradigm-breaking and based on solid, and often surprising, market information.
“Medical Condition Branding” is the theme of the first IMS Pharma Leadership Conference, a concept created by the renowned Professor Reinhard Angelmar of INSEAD in a groundbreaking paper published in the Journal of Medical Marketing (2007). Condition Branding means looking beyond product marketing to the broader factors surrounding the treatment. The approach expands the traditional view of branding, which is product centric, to one that takes into account not only the product, but the treatment category and the condition itself in a three-tiered approach.
The importance of condition branding becomes particularly relevant when considering the patient journey; how patients become aware of their diseases, what they do about them, and how the medical community reacts to them. It has repercussions both at the prescriber and at the patient level, and can advance the interests of all: patients, prescribers, and the pharmaceutical industry. It demands a broader, more strategic approach to pharmaceutical marketing, but used correctly, it can give rise to resounding successes.
Condition Branding is the primary focus of the first day of the conference however on the second day we tie in the broad levers for launch success. Building on the highly successful IMS Launch Excellence study of 2007, IMS's new study will bring the analysis right up to date and address the fundamental changes that have happened in the environment for launch products since 2000. Analysing thousands of launches across eight country markets (US, Canada, Lead five Europe, Japan) and over fifty different therapy markets, this presentation will comprise:
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the way in which the decision maker environment for launch has fundamentally changed
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which traditional launch tools no longer work, which have altered in impact, and which new tools are necessary in the new environment
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the earliest indicators of launch success and excellence
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The new keys to excellence for launches
For more details on the IMS Pharma Leadership Conference 3-4 July and/or to register visit our conference website: www.imshealth.com/LSCMconferences or contact Tina Mathiesen directly.
