UK Medical Marketing Courses 2011 / 2012 Programme

Transcription

1 UK Medical Marketing Courses 2011 / 2012 Programme To book your place, please call: or [email protected]

2 Winning Product Launches Date: 3 rd and 4 th October 2011 Cost: 1295 (* 995 if booked by 15/08/2011) This two-day course is aimed at product managers and specialists, marketing managers, sales managers and senior executives who are involved in product launches within the medical industry. Why Launch Planning is Crucial to Success Product Life Cycle Portfolio Planning and Mapping Customer Adoption Sales Trends and Profitability Market Segmentation and Targeting Defining Which Customers to Target and When Using Key Opinion Leaders for Product Launches The Product / Service Aligning the Marketing Message to Customer Goals Defining the Unique Selling Point (USP) Creating Clear Marketing Messages Pricing Discussing Value vs. Price Defining and Communicating Value to Customers Using NHS Reimbursement to aid Pricing Decisions Promotional Activities How to Create an Effective Promotional Mix How to Plan Marketing Communications Measuring Return on Investment Using the Sales Team to Deliver the Marketing Message Clinical Evidence Based Promotions Stakeholder Engagement The Wider Buying Team / Decision Making Unit of the NHS The Importance of Internal Marketing Using New Technologies to Market to the NHS The Use of Mobile Devices Introduction to Social Networking Marketing Sharing Successes Discussion Breakout: Applying B2C Techniques to the Medical Industry Discussion: Post Launch Activities and Planning Turning Marketing Activities into Sales Success Date: Tuesday 8th th November 2011 Cost: 695 (* 595 if booked by 30/08/2011) This one-day course is aimed at product managers and specialists, marketing managers, sales managers and trainers and senior sales consultants who are involved in the creation of marketing resources and sales team success. How Marketing and Sales Are Linked Aligning the Marketing Message to Sales Team Activities Creating Clear Marketing Strategies How to Maintain Consistent Brand Delivery Tools for the Team Defining and Communicating Value to Customers Evidence Based Promotion and Selling Measuring Marketing Performance Objective Setting and Tools for Measurement Making Marketing a Revenue Generator Not a Cost Fundamentals of Financial Reporting Think: Profitability Workshop: How to Better Align Activities Discussion: Think Outside the Box About Impact Sharing Successes: What Has Worked for You?

3 Practical and Effective Product Management Date: 21 st 23 rd November 2011 Cost: 1595 (* 1295 if booked by 15/09/2011) This three-day course is aimed at Brand Managers/ Executives, Product Managers / Specialists or Marketing Managers with up to one year s marketing experience. It would also benefit those working in other areas wishing to gain a better understanding of marketing and those wishing to make a career move into marketing for example from sales consultants, health care professionals, clinical research, finance or other areas. Business and Marketing Fundamentals What is Marketing? Product Manager Responsibilities and Required Skills Stakeholder Management Introduction Market Orientation Market Evaluation and Analysis Explanation of SWOT Analysis and it s limitations PESTEL Analysis use and limitations Market and Competitor Mapping Customer Segmentation and Targeting Portfolio Mapping and Planning Product Life Cycle and Strategies Forecasting How Forecasting Impacts the Wider Business Forecasting Decision Making Information Needed for an Accurate Forecast Sales Trends and Profitability Stock Management Stock Management Costing and Decision Making Trend Analysis Introduction to Lean Working and Just In Time Measuring Marketing Performance Objective Setting and Tools for Measurement Making Marketing a Revenue Generator Not a Cost Fundamentals of Financial Reporting Think: Profitability Pricing Introduction to Pricing Strategies Profitability and Breakeven Analysis Information Needed for Pricing Decisions Discussing Value vs. Price Using NHS Reimbursement to Aid Pricing Decisions Promotion How to Create an Effective Promotional Mix How to Plan Marketing Communications Measuring Return on Investment Using the Sales Team to Deliver the Marketing Message Clinical Evidence Based Promotions Identifying and Building Relationships with KOL s Project Management Fundamentals Project Teams, Roles, Responsibilities and Skills Defining a Project Plan Managing Activities, Timescales and Budgets Project Prioritisation Workshop: Portfolio Mapping for Your Business Workshop: Competing a SWOT and PESTEL Analysis, and using these to Formulate Strategy Discussion: Dealing with Pricing Challenges from Low Price Competitors Workshop: Completing a Project Plan

4 Introduction to the NHS Date: 8 th and 9 th March 2012 Cost: 1295 (* 995 if booked by 30/12/2012) This two-day course is aimed at those who are new to working in the medical industry, or business professionals who would like to deepen their knowledge of the NHS environment. NHS Structure Brief history of the NHS and driving principles Current NHS Structure across the UK Explanation of Primary and Secondary Care Foundation Trust Status NHS Outsourcing and Opportunities this Provides Members of the NHS Buying Team NHS Resources The Flow of Money from the Department of Health to Provide NHS Services The Allocation of Money at the Local Level and the Policies that Drive it Explanation of How NHS Funding is Altered and Monitored Consideration of the Patient Pathway NHS Tendering Legislation Innovation Adoption in the NHS Function of National Technology Adoption Centres (NTAC) The Role of Key Opinion Leaders and Finding Out Who They Are The Role of Industry in Providing Professional Education The Industry and NHS Relationship Recent Relationship Changes due to NHS Budgets, Structure and Targets Aligning Corporate Goals with Customer Needs How Companies Can Adapt to Better Meet NHS Needs Central Policies Key policies and themes that are driving the NHS environment and focus of NHS staff Key drivers and changes that are taking place in the NHS How the changes impact decision making Clinical Evidence Overview of Journals, Publications, White Papers and NHS Publications The Function of the National Institute of Clinical Excellence (NICE) and Impact of their Recommendations NHS Planning Explain the NHS Planning Timelines from a National Level down to Local Plans Explain the Local Business Planning Cycle and Relevant NHS Planning Documents Provide Information on Local Prescribing Decision Making Processes Workshop: Mind Mapping a Value Proposition Discussion: How Can Industry Adapt to Meet the Changing Needs of the NHS Workshop: Translating Clinical Evidence Into Action Discussion: How to Build Lasting Customer Relationships Based on Trust and Integrity

5 Interpreting Clinical Evidence Date: 23 rd February 2012 Cost: 695 (* 595 if booked by 30/11/2011) This one-day course is aimed at Brand Managers/ Executives, Product Managers / Specialists, Marketing Managers, Sales Consultants and Trainers and Sales Force Effectiveness Leaders. Why Clinical Evidence Matters Journals and Conference Presentations How Clinical Evidence Influences Decisions Customer Types and Needs Regulations in Healthcare External Bodies (NICE, industry organisations) Using Evidence to Promote and Sell Examples of Evidence Based Promotion and Selling How to Keep Up To Date Knowledge Transfer to the Sales Team The Use of Clinical Evidence for Procurement Understanding Implications of Evidence Introduction to the Terminology Types of Clinical Evidence Pros and Cons for Study Methods and Types Workshop: Creating a Précis and Rebuttal Discussion: How Can Clinical Evidence Support the Sales Process Workshop: Putting Knowledge into Practice Course Venue: The Goldsmith Centre for Business Broadway Letchworth Garden City Hertfordshire SG6 3GBLocation The Goldsmith Centre for Business is centrally located in Letchworth Garden City. It offers free parking, is in close proximity to the A1(M), and is easily accessed from both the M1 and M25 motorways. By car, it is less than an hour from London Luton and Stansted airports, and by rail just 40 minutes from London and 30 minutes from Cambridge. Letchworth Garden City

6 Booking Form If you would like to attend a course, please complete the form below, and return via or post. Alternatively you can book over the telephone on: Return By Post: Pilgrim Consultancy Ltd. 225 Icknield Way Letchworth Hertfordshire SG6 4TU By [email protected] Course Title Winning Product Launches Tick to Attend Turning Marketing Activities into Sales Success Practical And Effective Product Management Introduction to the NHS Interpreting Clinical Evidence Forename: Surname: Job Title: Address: Please Note: - All Courses are non-residential. Lunch and refreshments provided. Free parking. WiFi available. Places are limited to a maximum of 10 people. If the course is full, you will be extended a priority invitation to the next available course. Payment is accepted via cheque, BACS or PayPal.