• Day 1: Strategic thinking applied to companies  
  • Pharma/biotech: The "new business model"
  • French Pharma sector evolution
  • Strategic management of Pharma companies
• Day 2: Product strategic thinking
  • Product Strategic Planning: SWOT, Brand Strategy Card... 
  • Optimization of brand value: Preference Mix
  • Dynamic prescribers segmentation: Behavioral Prescribers Segmentation 
  • Sales forecasting and performance objective setting 

• Day 3: Product operational thinking
  • Promotional resource allocation
  • Definition of ABIs (activity-based indicators) and KPIs (key performance indicators)
  • Definition of "new clients" marketing
  • Integration of e-marketing means

• Day 4: Market segments insights
  • Marketing of generic and biosimilar products
  • Marketing of OTC products and Rx-to-OTC switches
  • Marketing of mature products
  • Marketing of specialized and hospital products

• Day 5: Development of managerial competences
  • Sales force effectiveness
  • Teams leadership
  • Corporate behavior
  • Internal and external communication principles

Key benefits to participants:

• Enhanced understanding of key strategic issues in the Pharma sector
• Better knowledge of strategic and operational marketing specificities in the international Pharma sector
• Appropriate use of key marketing concepts and strategic analytical tools that are the most powerful
• Improvement of the quality of the market analyses carried out and of the recommendations proposed
• Acquisition of the basic principles in management and of the way they should be applied in practice
• Development of communication skills through logical and structured presentations