Healthscape Pharma Marketing Capability Building Program "Building Big Brands"
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HealthScape is a strategic consulting and business advisory services firm set up in 2012. HealthScape provides data driven strategic insights and helps build both marketing and strategic capabilities in building big brands, product portfolios and new product launches. We aim to be the preferred and trusted partner across all dimensions of product marketing and portfolio management. We also drive high science programs besides product marketing like market shaping/disease shaping initiatives, Preceptorship Programs, CME Accredited Modules etc. Capability Building Program: Building Big Brands is a marketing workshop which is delivered over a period of six days, and followed by hand holding of participants over a period of 6-12 months. Target Audience: Product Managers, Marketing Managers, Medical Affairs Managers and Market Research. Program revolves over three key pillars which are: A. Thorough environment scan to develop deeper understanding and value of key insights, B. The art and science of brand positioning and C. Conveying this value proposition in a powerful way, so as to build a solid differential over competition. Each of these pillars is delivered through following workshop modules: 1. Importance of key customer insights a. Fundamental understanding on insights, importance and value of market research. b. Tools c. Templates (A standard process for any organization to bring in a discipline) d. Case Studies (Both from Pharma and non-pharma) e. Simulation exercise on company’s own brand 2. Importance of Brand Positioning a. Fundamental understanding of both science and art of developing brand positioning statement b. Tools c. Templates d. Case Studies (Both from pharma and non pharma) e. Simulation exercise on company’s own brand. 3. How to develop powerful communication/ Medico-Marketing Programs a. Fundamental understanding of communication strategy b. Tools c. Templates d. Case Studies (both from pharma and non pharma) e. Simulation exercise on company’s own brand. We ensure that this does not get viewed as a mere annual activity, but create a back bone of the functioning and we strongly recommend a simulation of these learnings on one of the company’s own brand. This method of delivery of this workshop makes it most unique and valuable capability building program.
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Healthscape Pharma Marketing Capability Building Program "Building Big Brands"
- 1. 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
- 2. THE PROBLEM • Pharmaceutical marketing has been rudimentary in emerging markets e.g. India • Gap analysis reveals that a structured marketing and brand management practices virtually do 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
- 3. 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 Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
- 4. 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 Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
- 5. BBB WORKSHOP Day 2 9am-6pm Day 1 9am- 6pm Fundamental Understandings on KEY CUSTOMER INSIGHTS 8-10 Case 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 Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
- 6. CASE STUDIES AND EXERCISES Monday, November 30, 2015Strictly Confidential, prepared by Atul Sharma, Healthscape Business Solutions Private Limited, New Delhi 6 BBB program takes up examples both from pharma and non-pharma business, medical devices and biologics Abilify Advair Ambien Amitiza Androgel Avodart Belsomra Boniva Celebrex Chantix Cialis Paxil Crestor Cymbalta Detrol Eliquis Enbrel EpiPen Flomax Invokana Januvia Lamisil Latuda Lavitra Lipitor Lunesta Lyrica Namenda Nasonex Flonase Onglyza Zoloft Nexium Paxil Plavix Pradaxa Valtrex Diovan Requip Rozerem Singulair Symbicort Viagra Vytorin Zantac Zetia Zoloft Zyban Vaccines Lantus Tradjenta Zostavax Humira Botox Latisse Urolic DEVISES e.g. Pacemaker Pakinsons’ Knee replacement Hip replacement Skin staplers Appose Verilast Lapbands Nutrition & Hospitals and many more…. Only program focused on pharma, biotech & medical devices marketing
- 7. OUTCOME INTENT Excellent Career prospects Increased Brand Value Increased Sales & Profits Customer Satisfaction 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 Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
- 8. 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 Monday, November 30, 2015Strictly Confidential, prepared by Atul Sharma, Healthscape Business Solutions Private Limited, New Delhi 8
- 9. • 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 Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
- 10. 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. Monday, November 30, 2015 10 Bruce Ratcliffe BBB NB: To conduct program Bruce Ratcliffe is available on special invitation and additional fee
- 11. TEAM BIOS Monday, November 30, 2015Strictly Confidential, HealthScape Business Solutions Private Limited, New Delhi 11 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 $100 Mn. Cross-regional experience in India, Russian Federation (incl. Ukraine & CIS), and Asia Pacific (excl. China & Japan). Domain expertise in: - P&L Management - Business Transformation and Innovation - Commercial Excellence Skill Sets include: - Strategy Articulation and Execution Excellence Rigor - Consistent "out of box" innovation for business transformation and quantum growth - Building high performance teams on established processes - Data driven decision making combined with pragmatism of "real-world" realities - Client Relationship Management that builds enduring and mutually rewarding relationships. • Shailesh brings in 2 decades of experience from both Multi-National and Indian companies, such as AZ, Abbott, Aventis, Schering Plough, (Merck & Co)., Wockhardt, and Biocon • Shailesh is a Pharmacy graduate from Pune University with and an MBA from the Welingkar Institute of Management, Mumbai.
- 12. BBB CONTACT BBB Program by audience: • Leadership team: 3 days workshop US$ 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 Sharma Chairman "Building Big Brands” Program Email: atul.sharma@thehealthscape.com Mobile: +91 9910620909 Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909 For registration and corporate offers please contact Mr. Shailesh Rau Director “Building Big Brands” Program Email: shailesh.rau@thehealthscape.com Mobile: +91 9008930920