Key Topics:

• PRODUCT MANAGEMENT – what is it?
• EXTERNAL FACTORS
  • MARKET ANALYSIS
    • Market definition – Patient flow – Understanding the challenge (strong / weak strategic directions) (SW)OT
  • CUSTOMER
    • Insight – Segmentation & targeting – Non–Rx Key Players – KAM – Customer needs
  • COMPETITORS
    • Understanding competitors’ competence & abilities – Listing relevant factors
• INTERNAL FACTORS
  • SW (OT) – Key Success Factors -
  • SMART objectives
  • BCG matrix
  • SCENARIO PLANNING (RISK / OPPORTUNITIES)(possible R/O – pondering – contingency planning)

Objectives:

• Understanding role & responsibilities of BM
• Producing fair and comprehensive market analysis
• Extracting Strategic Imperativess from a/m analysis
• Prioritise marketing objectives

Designed for:

• Product Manager
• Product Specialist
• Brand Manager

Key Topics:

• KEY DRIVERS
  • MDs – Pharmacists – Wholesalers – Hospitals
  • Regulatory – Pricing – Reimbursement – Therapeutic guidelines o SWOT
• MARKETING STRATEGY
  • Positioning – KSF – Targets – Segments – Promo strategy – Promo messages – Slogan(s)
• ACTIVITY PLAN
• MARKETING SUMMARY

Objectives of the Programme:

• Identifying strategic directions
• Preparing comprehensive material shared between Sales AND Marketing

Designed for:

• Product Manager
• Product Specialist
• Brand Manager

Recommended for:

• First Line Sales Manager
• Medical Representatives
• Key Account Manager

Recommended for:

• Product Manager
• Product Specialist
• Brand Manager