PHARMA MARKETING & MANAGEMENT - TTM · PDF filePHARMA MARKETING & MANAGEMENT . ... Brand Managers, Product Managers, ... AZ, Bayer, GSK, Novartis, Pfizer, Roche. Schering AG,

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PHARMA MARKETING & MANAGEMENT

TTM Associates Public Program 2016



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DESCRIPTION & OBJECTIVES

PRODUCT 1

PRODUCT 2

PRODUCT 3

PRODUCT 4

PRODUCT 5


DESCRIPTION & OBJECTIVES

OVERVIEW OF THIS PROGRAMME This program is designed for – Brand Managers, Product Managers, Product Specialists and other people with 0 – 3 years experience who are exposed to brand communications and marketing like PR, advertising market research. Potential Sales Executives, Medical Managers are also advised to attend. The program will equip participants with tools, insight and process to tackle the key challenges in the marketing and management of Pharma brands, like dealing with generics, developing a robust competitive strategy / proposition, enhancing the implementation of the tactical action plan and communication tools. Simply, participants will learn and practice how to develop a hands-on & ROBUST BRAND plan and take it step-wise into action.

PROGRAMME METHODOLOGY TAKE-AWAY Pre-workshop Preparation: Participants will be inquired to read, analyze and build insight on a DIABETES Case Simulation which contains 4 companies competing against each other in the a country called Indiana Costa! The case has two research based companies and two generic companies. During the Workshop: This Program is a POWER-POINT Slide Free programme. Very interactive. Participants will apply all the learning on the assigned product range. In the DIABETES simulation that will assigned to them! Participants will be able to learn how to develop a systematic approach to develop a competitive product positioning and communication plan using real live simulation based on 4 companies, operating in the Diabetes segment, two originators and two generics - Participants will be assigned a task to develop the plan of a specific product/company and compete against the others. Participants will also have the chance to reflect how this can be relevant to their own brands, before, during and after Also the workshop… we will use real life cases from • Healthcare sector. (Ethical Brands, Life Style- Brands and others) • Cosmetics. • Fast-moving consumer sector.


PROJECT DESCRIPTION

PROGRAM OBJECTIVES & KEY TAKEAWAYS: By attending this programme, participants will be able to put their PM responsibilities into action by learning: • Key changes in the pharma sector and differences between the management of originator and generic brands. • Comprehensive market, segments, and competition analysis. • Using market research in understanding the customers, redefining the product strengths/weaknesses and competitive edge. • Product assessment and review. • Develop concrete and Quantified SWOT that leads to development of strategic options. • Generating scenarios for a COMEPTITIVE Brand strategy and the formulation of realistic marketing objectives. • Product essence. (Functional Positioning and Personality) • Building Brand tactical action plans based on the chosen brand strategy. • Develop a systematic approach to the product tactical campaigns and communication plan. • Implementation of promotional plans and programmes.


PROJECT DESCRIPTION

PROGRAMME DETAILED AGENDA – DAY 1

DAY 1

Pharma Products Collage Exercise! This will open the participants eyes on the question:- “Why building A BRAND in the Healthcare is a challenge’. It will pave the way to Marketing Planning Framework. Coffee Break The Marketing Planning Process explained and followed by Role of Product Manager in this process. Ample differences between generics and originators strategies in the Pharma business…Product Development and Accelerating Market Access Lunch Break Participants are taken into the First part of the Planning process: The Analysis Part: Understanding the Business Environment : - The environment insight on the challenges and opportunities using PESTLE analysis tool - “Group work assignment on Diabetes Case” - Groups present first part of the plan of their assigned product in the Diabetes simulation.

END OF DAY 1

09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00


PROJECT DESCRIPTION


DAY 2

Back to the Future – review of Day 1 key learning messages Facilitator will continue the Session on Understanding the Market place … • Market definition “Boundaries” and patient flow analysis. • Stakeholders mapping and market access. Coffee Break Understanding the market place continued… • Market segmentation and columnisation of potential segments. • Competitors landscaping • Competitors analysis and key learning from them. Lunch Break Building INSIGHT on the external environment / market. Opportunities Challenges Groups to continue their work on the assigned product range in the simulation. Groups present the outcome of their market understanding analysis and the insight on possible they figured out in the case.

END OF DAY 2

09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00


PROJECT DESCRIPTION


DAY 3

Back to the Future - review of Day 2. Facilitator to briefly explain the dimensions of the Internal Brand Assessment and Competitiveness! - This leads to the Evaluation of Internal Strengths & Weaknesses ! Coffee Break Q-SWOT explained: • Generation of BRAND Strategic options.

Groups are given time to prepare their own Q-SWOT for the assigned product range in the case. Lunch Break Groups present their Q-SWOT and facilitator to trigger the thoughts and insight on the possible BRAND strategies. Basics for Competitive Brand Strategy: • Decision on the Target segments! • Decision on the Brand ESSENCE. ( Positioning & Personality) Then Groups are asked to present the outcome of their work on the case on. (The Product Positioning)

09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00

QSWOT

END OF DAY 3


PROJECT DESCRIPTION


DAY 4

Back to future and recap on the learning of the Past three days… Facilitator to run a session on the development and building of a Product Personality. Groups create Product Personality followed by Group Presentation on BRAND ESSENCE as a whole Positioning & Personality Coffee Break Developing BRAND Elements. • Working with Agencies. (selecting & briefing agencies) • Developing brand elements. ( Logo, Pack, Colour, Style, lexicon) • Balancing the Global and the Local Branding. Lunch Break

Tactical action Plan: • Various marketing actions. ( Above the line & below the line tools). • Scheduling tactical communication plan. (Campaign). • Developing milestones for and controlling the impact of the for the action plan.

09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00

END OF DAY 4


PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS

CONSULTANT TEAM RECOMMENDED:

Geert Van Loocke. Phd is Belgian by birth and International by outlook. Having qualified at the Universities of Antwerp and Leuven with honours degrees in Philosophy. Geert has had 20 years’ experience in pharmaceutical marketing and communication. Geert has held local and global marketing positions in international pharmaceutical companies, such as MSD, AstraZeneca, and Janssen Pharmaceutical. Subsequently, Geert has managed two leading international Healthcare Communications agency networks in Europe, and developed an in-depth knowledge of Pharma Brand management and communications. He has worked on international brands for Astellas, AZ, Bayer, GSK, Novartis, Pfizer, Roche. Schering AG, Solvay, Organon, UCB and many other pharma companies in Europe and the Middle East. Geert has been recently involved in Branding and brand building pharma products seminars in the Middle East with delegates from Pfizer, Mepha, Bayer, Apex, Julphar, and GSK.



CONSULTANT TEAM RECOMMENDED: • Jean-Luc Kastner, PhD, is a focused Consultant in Strategic Management Marketing, Sales and he has developed and

structured a network of International Consultants specialized in business management and reengineering. Jean-Luc is currently a TTM Managing partner based in France. He has developed a comprehensive Sales and Marketing Management Model based on more then 25 years of Industrial research with the Herrmann Institute.

Within the last five years, he has been instrumental in large skill development programs with companies such as: Reuters and Philip Morris Kazakhstan amongst other organizations. Tyco Healthcare, Data logic, Bayer and Vodafone Greece have all redesigned their sales approach with Jean-Luc’s advice and support.

Jean-Luc is a typical “non-academic”; his experience was gained “on the job” in several management roles in blue chip organisations such as HP, Boston Scientific and Fresenius where he managed the International Sales and Marketing Operations and had to lead a crucial change management program: the shift from transactional product focused Sales to Consultative, Value based Sales. Jean-Luc is currently involved in One to One management coaching projects at General Manager and VP level in the B2B Industry, and works in English, German and French. In the last three years he has been focusing on the EMEA market and has a good understanding of the Middle East & Gulf cultures. His Academic titles ( Engineering PhD – ENIM) enables him to teach within a number of Governmental programs in France and abroad. Jean-Luc is and accredited FFCP Professional Coach and Herrmann International.


Senior Associate & Management Consultant After his undergraduate studies in economics, John started his career in marketing with Cadbury Schweppes in Birmingham, working on a range of products in the foods group of the company. He then returned to University to take a masters degree in business at Bradford University Management Centre. After graduation he moved into business to business marketing with CPC (UK) Ltd, the leading supplier of starches and glucose. From there he moved into a quasi-academic role at Huddersfield University, where he specialized in working with part-time students and with in-company clients. At this time he was invited to become a visiting presenter at the Chartered Institute of Marketing, and this led to increased in-company work and in 1984 he resigned from the University to become a self employed marketing consultant.


CONSULTANT TEAM RECOMMENDED:


TOOLS EXAMPLES


PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS

CONCEPTS AND TOOLS WILL BE USED DURING THE WORKSHOP


PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS

BRANDING PROMOTIONAL ACTIONS

1

2

3

4

5

CONSISTENT BRAND

COMMUNICATIONS

BRAND COMPONENTS

BRAND PERSONALITY

BRAND POSITIONING

INSIGHT COMPETITIVE BRAND ANALYSIS

MARKET RESEARCH

BRAND ESSENCE

BRAND ESSENCE

BRAND COMPONENTS & BRANDING GUIDELINES

CONSISTENT BRAND COMMUNICATIONS

Brand Equity

The Campaign

Local Tactics Global Tactics



CORPORATION Policy, Mission & Objectives

DIVISION / AREA Objectives

SUBSIDIARY COMPANY Market Audit

SUBSIDIARY COMPANY Product Portfolio Audit

SUBSIDIARY COMPANY Key Assumptions, Strategy, Objectives

MARKET AUDIT PRODUCT AUDIT

SEGMENTATION POSITIONING

SWOT ANALYSIS

PRODUCT OBJECTIVES PRODUCT STRATEGY

MARKETING MIX SELECTION

MARKETING STRATEGIES MARKETING ACTIONS

IMPLEMENTATION & CONTROL



MARKETING PLANNING PROCESS FLOW CHART

OPPORTUNITY ANALYSIS:

Environmental Analysis Market Definition

Quantification & Prioritization Segmentation

CAPABILITY ANALYSIS:

Product Assessment

Company Assessment

CRITICAL SUCCESS FACTORS

STRATEGY Measurements

Tactics

OPERATING PLAN

QUANTIFIED

S.W.O.T


BACKGROUND & INTRODUCTION

CHANGING PHARMA WORK

COMPETITIVE ANALYSIS

COMPETITIVE MAPPING

STAKEHOLDERS MAPPING &

SEGMENTATION

PRODUCT REVIEW

CRITICAL

SWOT




PEOPLE SUFFERING FROM

CONDITION

UNAWARE OF CONDITION

AWARE OF CONDITION

DO NOT SEE DOCTOR

YES SEE DOCTOR

RECEIVE

INCORRECT DIAGNOSIS

RECEIVE

CORRECT DIAGNOSIS

ARE NOT PRESCRIBED MEDICATION

ARE PRESCRIBED MEDICATION

USE

COMPETING PRODUCTS

USE

YOUR PRODUCTS

STOP TAKING PRODUCT

CONTINUE TAKING PRODUCT

CONVENTIONAL MARKETING FOCUSES ON INCREASING

MARKET SHARE

PATIENT FLOW - GENERIC MODEL MARKETING AND BRAND

BUILDS THE MARKET




STAKEHOLDERS ANALYSIS ( BEFORE COMPETITORS ENTRIES )

‘NEURAL’ ‘FAVOURABLE’ ‘ADVOCATES’ LO

W

HIG

H

NEGATIVE POSITIVE ATTITUDE

INFL

UEN

CE

HEALTH AUTHORITY

REGULATORY AUTHORITIES

MEDICAL MEDIA

GP’s

PHARMACISTS

WHOLESALERS

POLITICS MEDIA

PATIENTS

PATIENT SOCIETY

PSYCHIATRIST

( KOL )




BACKGROUND & INTRODUCTION GENERIC VS. BRANDED PRODUCTS

COMPETITIVE ANALYSIS COMPETITORS MAPPING

STAKEHOLDERS MAPPING & SEGMENTATION PRODUCT REVIEW

CRITICAL SWOT

BUILDING BRANDS IN

PHARMA INDUSTRY

PRODUCTS STRATEGIC VISION

PRODUCT STRATEGY TARGET CUSTOMER & POSITIONING

PRODUCT COMMUNICATION STRATEGY

MARKETING PROMOTIONAL TOOLS

MARKETING PROMOTIONAL TOOLS


PRODUCT

Benefits - Position

Advantages - Benefits

Quality - Reliability

Styling

Branding

Packaging

Delivery

Warranty

Support

Bundling

PROGRAMMING THE MARKETING MIX PRICE

List Price

Discounts & Contracts

Terms of Payments

Credit Terms

PLACE

Channels

Coverage

Locations

Inventory

Transport

Delivery

PROMOTION

Public Relations

Advertising

Sales Promotions

Direct Mail

Sales Organization

Digital Marketing




Sale

s A

nd P

rofit

Vol

ume

€

THE PRODUCT LIFE CYCLE

Time

Break Even Time

Introduction Growth Maturity Decline



LOSEC TO NEXUM Therefore:

AZ was not able to create sufficient transfer Losec-Nexium

prior to patent loss Losec.

- Nexium achieved only 62% of Losec peak sales.

- From 1999 to 2004, The total AZ sales in GI remained flat,

at the best.





THE RISE AND DECLIINE OF TAGAMET

70’s SKF Introduces TAGAMET

H2 Blocker Technology Reducing Gastric PH Thus Enabling Ulcer

Healing

Although Not A Cure, Only Alternative To Gastro-Tectomy



BUT GLAXO WORKS ON THE ISSUES ... Glaxo Introduces

The First An Enhanced Blocker

“Ranitidine”

Single Dose Product

No Known Side Effects

Mar

ket

Sha

re %

Time



“ In the factory we make chemicals but in the store we sell hope ”

Charles Revson of REVLON



Ads should win sales not awards. Good ads are impactful, differentiating, campaignable and consistent.

THE COMMUNICATION PRINCIPLES



THE JOURNEY ... REMEMBER, THE CONSUMER IS ON A JOURNEY …

BLOCKAGE CAN OCCUR AT ANY POINT.

Through The Journey, NEEDS Change

Through The Journey, ATTITUDE Change

Symptom Awareness

Seeking Solutions

Brand Trial

Brand Preference

Brand Advocacy





WHAT IS A BRAND ? Brand are at the centre of all associations that you have of products,

companies and their people.



Salt is Salt is Salt ...



POSITIONING HAS TO BE BASED ON A CLEAR AND FOCUSED PROPOSITION This proposition can’t be 3 things, claim ownership of your strongest value / promise

COKE claims … It’s the ‘Real Thing’

PEPSI claims … It’s better tasting! ( and the choice

of a new generation )

7UP claims … It’s cool to be clear ( the UNCOLA )



POSITIONING HAS TO BE BASED ON A CLEAR AND FOCUSED PROPOSITION This proposition can’t be 3 things, claim ownership of your strongest value / promise



SCIENCE IMPACTING AND SHAPING OUR LIVES Providing an engaging experience that demonstrates how

science impacts and shapes our lives

Relevant Science

Unusual & Unique

Engaging Fun

Enriching Place To Bond



PHARMA MARKETING & MANAGEMENT - TTM · PDF filePHARMA MARKETING & MANAGEMENT . ... Brand Managers, Product Managers, ... AZ, Bayer, GSK, Novartis, Pfizer, Roche. Schering AG,

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