Healthscape Pharma Marketing Capability Building Program "Building Big Brands"

BBBBuilding Big Brands

Capability Building Program

New Upgraded

Building Big Brands

Program For Your Local Needs

Healthscape Business Solutions Private Limited, Meghdoot Building, Nehru Place, New Delhi 110019

THE PROBLEM

• Pharmaceutical marketing has been rudimentary in emerging markets e.g. India

• Gap analysis reveals that a structured marketing and brand management practices virtuallydo not exist in emerging markets

• Access to world-class marketing for MNCs is partially practiced in India

• Pharmaceutical marketing has largely been tactical with limited focus on strategy

• Fundamentals of evidence based marketing by deploying a market research are less understood by companies and marketers

BBB

Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909

THE NEED

• Need for strategic pharmaceutical marketing is a scientific, step by step approach that can

lay emphasis on the core tenets of marketing

• Need to understand importance of customer Insights

• Need to understand art and science of positioning

• Need to know how to convey your value proposition powerfully

• Need to believe that there is a need to consciously invest to build competencies within

marketing function

• Brand is an intellectual capital of the company, a precious assets needs investments based

upon intelligent insights and informed decisions

we thoroughly understand your needs…

BBB


INTRODUCTION

• Strategic marketing is a scientific, step by step approach that lays emphasis on the core tenets of marketing, Key customer insights, positioning and ability co communicate powerfully

• BBB a capabilities building program that strives to build and sustain marketing excellence for ambitious companies striving for leadership

• A six day workshop is designed to deliver:

• Fundamental understandings to understanding environment, segmentation, targeting, positioning and ability to convey value proposition powerfully

• Case Studies both from pharma and non-pharma companies

• Tools and Templates, to use these fundamentals for developing brand strategy.

• Simulation exercise, to upfront use tools and templates with fundamental understandings

BBBBuilding Big Brands

Intelligent Insights, Informed Decisions

BBB


BBB WORKSHOP

Day 2

9am-6pm

Day 1

9am- 6pm

Fundamental Understandings on

KEY CUSTOMER INSIGHTS

8-10Case Studies

Understanding Tools & Templates

Simulation Exercise

Understanding &

Evaluating Key Insights

Defining Market

Market Understanding

Patients Journey

Leverage Points

Evaluation of Leverage

points

Brand Portrait Wheel

Fundamental

Understandings on

Segmentation,

Targeting &

Positioning

8-10 Case Studies

Understanding Tools

& Templates

Simulation Exercise

Using Tools and

Templates to

Develop & Evaluate

Segmentation,

Targeting and

Positioning

Break Up Sessions

Fundamental

Understanding on

communication

strategy, Task

Customer

believes/behaviours /

uses and attitude

8-10

Case Studies

Understanding Tools

& Templates

Simulation Exercise

Defining Leverage

Points

Behavioural

Objectives

Communication

Strategy

Communication Task

Break up sessions

Program Closed…

…extend hand-holding

INSIGHTS INSIGHTS

BBB


CASE STUDIES AND EXERCISES

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BBB program takes up examples both from pharma and non-pharma business, medical devices

and biologics

Abilify Advair Ambien Amitiza Androgel Avodart BelsomraBoniva Celebrex Chantix Cialis Paxil Crestor Cymbalta DetrolEliquis Enbrel EpiPen Flomax Invokana Januvia Lamisil LatudaLavitra Lipitor Lunesta Lyrica Namenda Nasonex FlonaseOnglyza Zoloft Nexium Paxil Plavix Pradaxa Valtrex Diovan Requip Rozerem Singulair Symbicort Viagra Vytorin Zantac Zetia Zoloft Zyban Vaccines Lantus Tradjenta Zostavax Humira Botox Latisse UrolicDEVISES e.g. Pacemaker Pakinsons’ Knee replacement Hip replacement Skin staplersAppose Verilast Lapbands Nutrition & Hospitals and many more….

Only program focused on pharma, biotech & medical devices marketing

OUTCOME INTENT

Excellent

Career

prospects

Increased

Brand

Value

Increased

Sales &

Profits

CustomerSatisfaction

Excellent Career

prospects

Shift from Tactical to Strategy

Increased Sales & Profits

Customer Satisfaction

• Ability to improve products and services for sustaining customer satisfaction• Customer prefer your brands over competition

• Greater customer satisfaction, Build Big Brands• Big Brand commands premium, thus bring more sales & profits

• Tactical to strategic, products to leveraging big brands • Technology to customer centric decisions, Invention to innovation

• Learning what, why & How to gain leadership in contested category • Accelerates your career to move up the hierarchy

BBB


TESTIMONY• All CEOs felt that this program is unique and deserves ten out of ten

• All participants found that BBB workshop format was excellent, it gave them pedagogy,

case studies, tools, templates and simulation on their own brand

• >90% participants found quality of BBB program was excellent or very good and faculty

could effectively address key questions

• 100% participants found BBB program, insightful, good to help them on their day to day

planning, and they showed complete willingness to adopt to these fundamentals

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• Over 25 years senior leadership experience in pharmaceutical and healthcare industry.

• Track record of success across Geographies, Functions and Business Units, Multi faceted experience in sales , marketing , business development, corporate strategy, & project management.

• Developed and established India’s first Disease Management Program

• Antibiotics Stewardship Program for Merck for which Merck received the prestigious Golden Peacock Award, now a global flagship program for Merck & Co.

• Developed and introduced a “Hub & Spokes” capacity building model in super specialty care addressing access to care from a tertiary care center to small towns.

• Science Graduate followed by an MBA from S P Jain Institute, Mumbai

Atul Sharma

BBB

TEAM BIOS


TEAM BIOS

• Bruce has provided Global, Regional and Country commercial brand and franchise leadership to complex

organizations in FMCG, Pharma and Medical Diagnostics.

• His breadth of experience ranges from Unilever Foods (UK) Divisions Bachelors Foods, Brook Bond Foods in food

research, product development, and all aspects of brand management through to country product and franchise

management.

• Global communication strategy and regional communication strategy for pharmaceutical multinational Glaxo,

GlaxoWelcome, GSK and MSD, and most recently international market footprint expansion for AdvanDx Inc. USA.

• Bruce has a wealth of International experience having lived in England, New Zealand, South Africa and Singapore,

and has both line and network managerial experience having partner with a diverse range of business stakeholders

including Advertising, Promotion, Public Affairs, Clinical Research, Manufacturing, Key Accounts Management,

NGOs, leading universities, Foundations, Societies, Public and Private Hospitals to build differentiated and

profitable solutions for customers and the business.

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Bruce Ratcliffe

BBB

NB: To conduct program Bruce Ratcliffe is available on special invitation and additional fee

TEAM BIOS

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Shailesh P Rau

A well rounded, senior health care industry professional with significant experience in P&L Business Operations, Strategy, Business

transformation and Innovation and Modelling for businesses ranging from $15 Mn to $100 Mn.

Cross-regional experience in India, Russian Federation (incl. Ukraine & CIS), and Asia Pacific (excl. China & Japan).

Domain expertise in:

- P&L Management

- Business Transformation and Innovation

- Commercial Excellence

Skill Sets include:

- Strategy Articulation and Execution Excellence Rigor

- Consistent "out of box" innovation for business transformation and quantum growth

- Building high performance teams on established processes

- Data driven decision making combined with pragmatism of "real-world" realities

- Client Relationship Management that builds enduring and mutually rewarding relationships.

• Shailesh brings in 2 decades of experience from both Multi-National and Indian companies, such as AZ, Abbott, Aventis, Schering

Plough, (Merck & Co)., Wockhardt, and Biocon

• Shailesh is a Pharmacy graduate from Pune University with and an MBA from the Welingkar Institute of Management, Mumbai.

BBBCONTACT

BBB Program by audience: • Leadership team: 3 days workshop US$ 3000+Tax* / participant

• Marketing Function 6 days workshop US$ 1500+Tax* / participant

• For beginners 12 days workshop US$ 3000+Tax* / participant(*All logistic costs will be borne by company)

BBB Program by: product lifecycle & activities • Market entry strategy, strategic consulting across product life-cycle, Brand specific consulting

• Evaluation and strategy around brand, communication, customer behaviours and attitudes, forecasting, developing marketing

program, segmentation, positioning concept testing, pricing

IP & Access Strategies for MNCs • Expertise on evaluating IP environment, strength, risks and mitigation strategies to secure IP, mitigate risk for CL, addressing

issue of access meaningfully and thinking beyond current practices.

Mr. Atul SharmaChairman "Building Big Brands” Program

Email: [email protected]

Mobile: +91 9910620909


For registration and corporate offers please contact

Mr. Shailesh Rau Director “Building Big Brands” Program

Email: [email protected]

Mobile: +91 9008930920

mailto:[email protected]

mailto:[email protected]