pharma marketing & management - ttm associates€¦ · the program will equip participants with...

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PHARMA MARKETING & MANAGEMENT

TTM Associates Public Program 2017



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TTM associates Ltd.


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


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


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