General

The markets for pharmaceutical, diagnostic and device products are more complex today than ever before, and involve patients, competitors, regulators and public opinion. In today’s reality it is therefore not enough just to have new products in the R&D pipeline, it is imperative to have a marketing strategy for bringing and then managing these new products over time.

Especially created for managers in medical related industries, the Medical Marketing Strategy program provides participants with powerful frameworks and tools for how to best bring new products to market, manage these products throughout their life cycles, and position them for next generation success.

If you need answers to these types of questions, you should attend this program:

• How can I better align my marketing strategy with the company’s goals and deliver better financial results?
• How can I better forecast demand for new medical devices and drugs?
• What is the best way to position a medical product given the competition?
• How should my firm balance the various communication vehicles at our disposal? (Detailing, free sampling, advertising)
• How should my firm price a medical product given the pricing of existing products in the space?
• What role can consumer advertising play; what are the pitfalls to avoid?
• What is the lifetime value of a customer who adopts one of our products?
• How much should we spend on acquisition vs. retention?
• Is my brand image in the marketplace delivering the results I expect?

Applying the tools and concepts learned in the program, participants will be expected to complete all or part of a strategy for the launch of a new product or type of product.

Program Structure: 1 module of 5 days

Dates: 30 August to 3 November 2010

Tuition fee: To obtain maximum benefit and enhance cross-functional cooperation, participants are admitted in teams of 2 - 4, ideally from the same product or therapeutic area. The program fees (excluding VAT) are below. Prices may fluctuate slightly.

€ 5,950 per participant for a team of 4
€ 6,500 per participant for a team of 3
€ 6,900 per participant for a team of 2

Fees cover all course materials and food during the program. Travel and lodging expenses are not included.