Pharmaceutical Marketing Management Excellence training centre in Bangladesh

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Pharmaceutical Marketing Management Excellence

Introduction

Pharmaceutical marketing management is not like to consumer marketing. Pharmaceutical marketing environment is highly regulated and marketing success depends on involving multiple stake holders. Knowledge on general marketing management is not enough in the highly competitive change environment. This course has designed first ever in Bangladesh to consider the current need of the pharmaceutical marketing professionals where they can sharpen their existing knowledge & skills, explore the future vision, align with the global environment, learn from the mistakes of global industries.

The benefits of this course

- To understand how pharmaceutical marketing is different despite of having general marketing knowledge
- Understand the role of pharmaceutical marketing in the overall success
- Segment your customers and markets, and understand them better.
- To understand how to prepare Brand Plan
- How to deal with other departments to be success of brands
- To understand the product life cycle, portfolio prioritization, how to maintain matured brands and how to launch new products
- To know about the different promotional engagement tools of customers align with the global standards
- Opportunity to learn from global block buster brand case study
- To increase strategic thinking and decision making ability
- To become more competent & confident among of your colleagues

Methodology

Presentation, hand out, Q & A.

Contents of Training:

PART 1: THE PHARMACEUTICAL INDUSTRY: AN OVERVIEW

- Overview of Bangladesh Pharmaceutical Industry
- Key Accountabilities of Pharmaceutical Executives
- Core competency of a Good pharmaceutical marketer
- Local & Global Regulatory Environment

PART 2: THE PHARMACEUTICAL MARKET

- Dimensions of the market
- Market segmentation, Implications for the marketer
- Strategic Options, concentrated marketing, Differentiated marketing, Undifferentiated marketing

PART 3: THE PRODUCT

- Product vs Brand
- Product life cycle, Market life cycle, Extending product life cycle
- New product adoption process
- Sustainable differential advantage
- Product portfolio analysis, Product positioning
- Product management

PART 4: THE PRICE

- Pricing objectives, Pricing decisions, Bases for pricing, Cost-based pricing, Demand based pricing, Competition based pricing, Market based pricing,
- Psychological effects of pricing, Quantum effect in pricing

PART 5: THE PLACE

- The pharmaceutical market place, Pharmaceutical marketing channels, The manufacturer,
- The physician, The wholesaler, The retailer,
- Pharmaceutical distribution channels: key aspects,
- Reaching the institutional market,
- The changing landscape of Pharma retail market, e-Pharmacy; the next big opportunity

PART 6: THE PROMOTION

- Elements of promotion-mix, push and pull strategies and prescription drugs, promotional objectives and tasks
- Principles of medical advertising, how to prepare an effective detailing story? Innovative approaches to pharmaceutical detailing
- Digital marketing, Multi-channel marketing

PART 7: PERSONAL SELLING

- Declining physician access, New rules of engagement
- KOL management, Identifying KOLs, building relationships with KOLs, Effective KOL engagement

PART 8: THE PRESCRIPTION

- Broad spectrum of prescription, Prescribing process, Prescriber motivation; Scientific or commercial?
- New product adoption by physicians
- Studying prescribing behavior
- Prescription research

PART 9: THE PATIENT & POWER

- Increasing patient power, Patient centricity in practice
- Patient centricity or customer centricity?
The many faces of power, Resource power, People power, Size power, Technology power, Coalition power, Franchise power, Niche power, Integration power, Innovation power, Prescription power, Quality power.

PART 10: MANAGING NEW PRODUCTS

- Basic principles, New Product development process
- Conduct business analysis of selected concepts
- Work with R&D closely
- Develop launch plan, prepare a detailed marketing communication strategy for the launch year, Monitor the performance regularly as per the plan, evaluating new products, Organizing for success

PART 11: LAW OF BOARDER

- Beyond the boundary
- Case example of neighboring country’s Pharma Company

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Arrangement for Certificate, lunch and two tea-break would be made by the Organizer during the workshop.