Location: Stowe, Vermont
Dates:
- October 21 - 24, 2008
System 100, The Marketing of Pharmaceutical Products, is an intensive seminar designed to sharpen the analytical skills of the pharmaceutical marketing executive. Using an extensive "real-world" U.S. case study, each participant will be part of a team that develops a marketing plan following all the steps from analyzing medical and clinical trial data through to the launch of a new product.
In addition to the case study, at every System 100 program there are many round-table discussions of current critical issues facing pharmaceutical marketers (such as cost-containment, generic penetration, managed care marketing and TPP).
Key Benefits of Attending
You will learn, in a group setting, a systematic approach to the marketing of pharmaceuticals, through the preparation of a marketing plan for a new product.
The course has been prepared exclusively for the U.S. pharmaceutical industry. It brings together the techniques required by a marketing professional to evaluate and execute the launch of a new product.
At this seminar you will learn:
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How to systematically define the competitive market for a new product launch;
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To develop all the components of a marketing plan including: market definition, competition analysis, marketing mix strategy, product positioning and strategy, long-term sales forecasting;
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How to prepare a detailed pro forma profit and loss statement including: gross sales, net sales, marketing and administrative costs, brand contribution analysis. This financial analysis is prepared for a five-year period from product launch.
On the final day, each group will present their final marketing plan, which will detail their overall objectives, assumptions, strategies and tactics required to implement, coordinate, control and evaluate the plan.
System 100 Agenda
Day 1:
- Introduction & Course Objectives
- Strategic Issues facing the Pharmaceutical Industry
- Situation Analysis
- Introduction to Case Study
- Worksheet Review & Competitor Analysis
- Market Assessment
- Market Definition: Quantitative & Qualitative
- Work Groups: Market Assessments – Quantitative & Qualitative
Day 2:
- Introduction of Case Spreadsheet
- Work Groups: Strategic Direction
- Market Factors
- Market Shares
- Work Groups:
- Positioning Statement
- Pricing
- Sales Force
- Marketing Expenditures
- Share of Voice
Day 3:
- P&L Statement
- Marketing Plan Requirements
- Work Groups:
- Final Review
- Marketing Plan Presentation
Day 4:
- Final Plan Presentations
- Seminar Wrap Up and Evaluation
Who Should Attend
The System 100 seminar is intended for pharmaceutical personnel who carry out marketing functions or work in an area closely related to this field. The course is designed primarily for product managers, regional marketers, marketing researchers, strategic planners, and is also valuable for sales managers, business unit managers, medical and clinical research associates, as well as advertising agency executives and public relations specialists who have pharmaceutical account responsibility. This course is ideal for the experienced sales individual who anticipates taking on a marketing function.