1. The document is a catalogue from Smart Pharma Institute of Management that provides information on their training programs for 2018.
2. It offers an inter-company seminar on Pharma Strategy & Marketing over 5 days, as well as intra-company masterclasses on specialized topics like strategic marketing, tactical marketing, market analysis, and action plans for medical representatives.
3. The programs are led by Jean-Michel Peny and focus on topics like market research, business development, sales effectiveness, medico-marketing, strategy, organization, management, and project management.
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within 3 to 5 years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. With so many revenue-producing drugs going off patent, companies are facing large holes in their balance sheets and sales that are increasingly slow.
Plus, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launch, companies must engage in comprehensive pre-launch planning.
In this report we analyze why launch is increasingly important, the issues involved in pre-launch planning, including key organizational strategies, marketing tactics, regulatory considerations, global issues, and methods for ensuring the most effective plans.
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within 3 to 5 years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. With so many revenue-producing drugs going off patent, companies are facing large holes in their balance sheets and sales that are increasingly slow.
Plus, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launch, companies must engage in comprehensive pre-launch planning.
In this report we analyze why launch is increasingly important, the issues involved in pre-launch planning, including key organizational strategies, marketing tactics, regulatory considerations, global issues, and methods for ensuring the most effective plans.
this is just powerpoint of the report on a pharma company this was to present in the class and for the ease to understand the research of principle of marketing in institute of business management IoBM
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
Bio-Pharma companies can no longer afford to rely solely on past experiences when budgeting for a new product launch in today's fast-changing, highly competitive market. This comprehensive benchmark study by Best Practices, LLC investigates current costs as well as budget and staffing allocations required for a successful drug launch.
This study can help bio-pharma leaders to develop competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.
Download Full Report: http://bit.ly/2aMYron
Presentation of the "Smart Field Force Framework" which has been developed to help pharma companies design the best organizational model to support the right strategy and tactics
Description of the Brand Booster Program which includes three innovative marketing approaches: the Brand Preference Mix to increase market share - the Behavioral Prescriber Segmentation to increase the efficiency of field forces and the Individual Prescriber Plan to fine tune the marketing mix
Description of the ELITE Program based on four pillers: 1. the prescriber insight - 2. the brand preference mix - 3. the the high impact interactions - 4. Job passion
Analysis of the global pharmaceutical market (2017 - 2023) and of the pharma companies strategic options. Proposition of concepts, methods and tools to craft corporate, business and operational strategies
Brand Differentiation in the Pharmaceutical Industry: Interview with: Robert Finkel, Principal & Chief Creative Officer, Kane & Finkel Healthcare Communications, a sponsor company at the marcus evans PharmaBrand Summit 2012, on differentiating brands in the highly restricted pharmaceuticals industry.
Presentation of a methodology to optimize the management of mature brands in the pharma industry. These recommendations are based on desk research, benchmarking study and Smart Pharma Consulting expertise and experience
this is just powerpoint of the report on a pharma company this was to present in the class and for the ease to understand the research of principle of marketing in institute of business management IoBM
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
Bio-Pharma companies can no longer afford to rely solely on past experiences when budgeting for a new product launch in today's fast-changing, highly competitive market. This comprehensive benchmark study by Best Practices, LLC investigates current costs as well as budget and staffing allocations required for a successful drug launch.
This study can help bio-pharma leaders to develop competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.
Download Full Report: http://bit.ly/2aMYron
Presentation of the "Smart Field Force Framework" which has been developed to help pharma companies design the best organizational model to support the right strategy and tactics
Description of the Brand Booster Program which includes three innovative marketing approaches: the Brand Preference Mix to increase market share - the Behavioral Prescriber Segmentation to increase the efficiency of field forces and the Individual Prescriber Plan to fine tune the marketing mix
Description of the ELITE Program based on four pillers: 1. the prescriber insight - 2. the brand preference mix - 3. the the high impact interactions - 4. Job passion
Analysis of the global pharmaceutical market (2017 - 2023) and of the pharma companies strategic options. Proposition of concepts, methods and tools to craft corporate, business and operational strategies
Brand Differentiation in the Pharmaceutical Industry: Interview with: Robert Finkel, Principal & Chief Creative Officer, Kane & Finkel Healthcare Communications, a sponsor company at the marcus evans PharmaBrand Summit 2012, on differentiating brands in the highly restricted pharmaceuticals industry.
Presentation of a methodology to optimize the management of mature brands in the pharma industry. These recommendations are based on desk research, benchmarking study and Smart Pharma Consulting expertise and experience
This position paper answer the following questions: Why is creativity so important? - How to craft a creative strategy? - How to build a creativity-driven organization?
Smart Pharma Consulting 1, rue Houdart de Lamotte – 75015 WilheminaRossi174
Smart Pharma Consulting
1, rue Houdart de Lamotte – 75015 Paris – France
Tel.: +33 6 11 96 33 78 – Fax: +33 1 45 57 46 59
E-mail: [email protected] – Website: www.smart-pharma.com
How can Creativity
boost your
Performance?
Application to
Pharma companies
Position Paper
May 2016
Smart Pharma
Consulting
“The true sign of intelligence is
not knowledge but imagination”
(Albert Einstein)
Smart Pharma Consulting
1. Introduction
May 2016 2 How can Creativity boost pharma companies performance?
“Necessity is the mother of invention”
Why is creativity so important?
How to craft a creative strategy?
How to build a creativity-driven organization?
Smart Pharma Consulting
Sources: Smart Pharma Consulting analysis
1. Introduction
May 2016 3 How can Creativity boost pharma companies performance?
Context – Objective – Approach
Pharma companies are facing a paradigm shift which forces them to reinvent in a
creative way their strategy, the corresponding tactics and their organization
Pharmaceutical companies must urgently rethink creatively their business model to face the
paradigm shift that is occurring:
− Health authorities keep on raising barriers regarding drug registration and marketing conditions
− Payers have no choice but to put more pressure on drug price, including on innovative ones
− Healthcare professionals tend to reduce their number of interactions and to become less and less
sensitive to promotion
To help pharma companies figure out how to leverage creativity to boost their performance, Smart
Pharma Consulting will attempt to answer the following questions:
− Why is creativity so important?
− How to craft a creative strategy?
− How to build a creativity-driven organization?
“We are continually faced with great opportunities, brilliantly disguised as insoluble problems” – John W. Gardner
Smart Pharma Consulting
Sources: Smart Pharma Consulting analysis
2. Why is creativity so important?
May 2016 4 How can Creativity boost pharma companies performance?
1 The world's first malaria vaccine having obtained a marketing authorization by the European
Medicine Agency (EMA) in 2015
Role of creativity in business
In the business context, creativity stimulates discoveries, inventions and innovations
that could potentially result in highly valuable products, services, organizations, etc.
Creativity is the development of ideas about products, services, organizations, business models or theories that are novel and
potentially valuable
Creativity involves the ability to break down and restructure conventional knowledge to come up with different viewpoints and insights
Creativity can potentially lead to various discoveries, inventions and innovations
Creativity
Discovery consists to be the first to find
or observe an existing place, substance
or scientific phenomenon
Discovery can help explain knowledge
that i ...
This document presents an analysis of the current state of the biosimilar market as well as its perspectives of evolution, with a particular focus on the French market
The purpose of this report is to provide key information and robust analyses to better optimize drug valuation, from the pharmaceutical companies perspective
This report analyzes the current situation and the key trends of the French Pharma market by the end of 2022 to provide pharma companies with key strategic insights
French generics market attractiveness 2017 - 2022 excerptJean-Michel Peny
This excerpt of a report published in 2017 describes and explains the dynamics of the French generics and biosimilars markets in France, and evaluate their attractiveness by 2022
Time optimization - Eight Practical RecommendationsJean-Michel Peny
This booklet proposes eight practical recommendations to help employees better manage their time at work. These recommendations will enable to save three hours per day and boost efficiency
Analysis of what patient services proposed by pharma companies should be. This document explains: 1. why patient centricity is essential? - 2. how to craft a patient-centric strategy? - 3. How to implement patient-centric initiatives?
Presentation of the "Pharma Corporate Reputation Booster" which is a practical approach to strengthen the reputation and competitive position of pharmaceutical companies.
Method, tools and recommendations to boost Medical Science Liaisons Competence and performance.
Presentation of best practices to manage key opinion leaders
Description of the "KAM Expert Wheel" which is a method to structure the activities of Key Account Managers and help them cope with the complexity of their task
Business Development & Licensing concepts, methods and tools. From theory to practice.
Application to the pharmaceutical sector. Guidelines and recommendations
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
1. Smart Pharma Institute of Management
Smart Pharma Consulting
Pharma Training
Programs
Catalogue
2018
Smart Pharma Institute of Management
A division of
Seminar
▪ Pharma Strategy & Marketing
Masterclasses
• Strategic Marketing Excellence
• Tactical Marketing Excellence
• Market Analysis & Forecasting
• Action Plans for Med Reps
• ELITE Program for Med Reps
• Best-in-Class MSLs
• BD&L best practices
• Smart vs. Good Managers
• Time Management
14 intra-company programs
2. Smart Pharma Institute of Management
Smart Pharma ConsultingPharma Training Programs – Catalogue 2018
Introduction p. 3
Unique value proposition p. 3
Innovative DNA p. 4
“Smartness Formula” p. 5
Publications p. 7
Faculty director p. 10
Training programs p. 11
Key topics covered p. 11
Inter-company program p. 12
Seminar
Pharma Strategy & Marketing p. 12
Table of Contents
2
Inter- & Intra-company programs p. 13
Masterclasses
Principles p. 13
Strategic Marketing Excellence p. 14
Tactical Marketing Excellence p. 15
Market Analysis & Forecasting p. 16
Action Plans for Med Reps p. 17
ELITE Program for Med Reps p. 18
Best-in-Class MSLs p. 20
BD&L best practices p. 21
Smart vs. Good Managers p. 22
Time Management p. 23
Practical information
Booking details p. 24
Intra-company programs p. 25
14 intra-company programs p. 25
3. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
1 Challenge of participants (e.g. analytical rigor, relevance of recommendations, quality of the
oral presentations, etc.) – 2 ~935 executives trained – 3 More than 1,830 students trained
Unique value proposition
Our training & teaching programs are unique because they are built on our market
research and consulting expertise in the pharma sector and delivered by experts
▪ Our market research
expertise allows us to take a
critical look at third party
studies
▪ As we carry out our own
studies, we ensure a direct
quality control on the data we
collect which is key to
develop fact-based analyses
and recommendations
The quality of our
recommendations is
supported by:
▪ Our strong academic
background
▪ Our past experience in
pharma companies and in
several of the best consulting
firms in the world
▪ The reliability of the data that
we collect
▪ The robustness of our
analyses to draw up solutions
▪ Our innovative viewpoints,
methods, etc. (several of
them having been published
in peer-reviewed journals)
▪ Our ability to explain and
convince with clear, precise
and concise messages
▪ Our teaching method, based
on educative challenge1, is
acclaimed by executives2
and students3 since 1992
▪ Thanks to our consulting
activities we are aware of
specific pharma executive
training needs (i.e. business
knowledge and analytics,
solution development)
Strategic &
Management
Consulting
Training & Teaching
Programs
Market
Research
Studies
Pharma Training Programs – Catalogue 2018 3
The three core businesses
of Smart Pharma Consulting
Smart Pharma is a certified Training Organization since 2002
4. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
1 Brazil, Russia, India and China – 2 What? – Why? – so What? – What to do?
Innovative DNA
Smart Pharma Institute of Management proposes programs which combine
conventional and innovative viewpoints, methods and solutions
Innovative Viewpoints
▪ In a book published in 2010, we started to drew attention to the
lower economic potential than anticipated of BRIC1 countries
▪ Since 2012, we have been communicating about the limited
efficacy and efficiency of most digital marketing investments
▪ We have demonstrated that the sales and profit potential of the
worldwide biosimilars market by 2020 should be low
Innovative Methods
▪ The 4 Ws2 method to reinforce relevance of decisions made
▪ The Advanced SWOT making this tool more specific and useful
▪ The Brand Preference Mix to boost market share gain
▪ The Behavioral Prescriber Segmentation to increase efficiency
Innovative Solutions
▪ Pharma companies should focus their medico-marketing and sales
efforts on creating unique interactions with “customers”
▪ Build a top-notch reputation to get a better valuation for your drugs
Pharma Training Programs – Catalogue 2018 4
“Finding and sharing innovative and
effective solutions are part of our DNA”
5. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
“Smartness Formula” (1/2)
Our training and teaching programs have been designed to boost the knowledge of
participants, their ability to understand, to make decisions and to implement them
▪ Our training and teaching method is based on the “Smartness Formula”:
Smartness = Knowing x Understanding x Deciding x Implementing
Knowledge Implementation
Understanding
(Analysis)
Decision
(Solution development)
Thinking process
“Any fool can know. The point is to understand” – Albert Einstein
Pharma Training Programs – Catalogue 2018 5
6. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
“Smartness Formula” (2/2)
The “Smartness Formula” has shown to be effective to diagnose development needs
of participants and to structure development programs
▪ The “Smartness Formula” provides a structure to identify development needs and
organize in an effective and more efficient manner
Smartness = Knowing x Understanding x Deciding x Implementing
Knowing
By collecting
Precise – Reliable
Relevant
Facts & Figures
Understanding Deciding Implementing
Smartness components
By carrying out
In-depth & Robust
Analyses
By proposing
Innovative &
Easy-to-implement
Solutions
By providing
Specific Monitoring
Tools
To guarantee the
Quality of Execution
Pharma Training Programs – Catalogue 2018 6
7. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
1 See our website: www.smart-pharma.com
Publications: Marketing book1
Smart Pharma Consulting has published in 2015 a 2nd edition of the “Pharma
Marketing Tool Box” which has been specifically designed for Pharma Marketers
Pharma Training Programs – Catalogue 2018 7
Presentation
The book provides a clear, precise and concise review of the
most relevant and useful concepts in the context of
pharmaceutical marketing. The author presents:
‒ Innovative marketing approaches
‒ Specific analyses
‒ Practical tools
This user-friendly “tool box” has been structured to
encourage the rigor and relevance of marketing thinking of
pharmaceutical executives
Brief Content
▪ Introduction
▪ Part 1 – Market Research
▪ Part 2 – Strategic Marketing
▪ Part 3 – Operational Marketing
▪ Part 4 – Marketing Planning
Author: Jean-Michel Peny is President of the Strategy and Management
consulting firm Smart Pharma Consulting, Director of Smart Pharma Institute
of Management, Lecturer in Pharmaceutical Strategy and Marketing at the
ESSEC business school, at the Faculty of Pharmaceutical Sciences (Paris XI)
and of Medicine (Paris VI)
Editor Smart Pharma Consulting – 246 pages – 250 euros
2nd Revised & Augmented Edition
Jean-Michel Peny
Pharma Marketing Tool Box
Smart Pharma Institute of Management
A division of Smart Pharma Consulting
8. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
1 See our website: www.smart-pharma.com
Publications: 2017 booklet1
In 2017, Smart Pharma Consulting has published a series of 5 Best-in-Class issues
and 2 position papers on general management but applicable to the pharma sector
The Smart Manager Series (#1)
Time
Management
The Smart Manager Series (#1)
Time
Management
Smart Pharma
Consulting
8
Practical
Recommendations
August 2017
Save 3 hours
per day
&
Boost your
efficiency
“Time being priceless, don’t waste it!”
Pharma Training Programs – Catalogue 2018 8
“Best-in-Class” Series “General Management” Series
9. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
1 See our website: www.smart-pharma.com
Publications: Articles1
Smart Pharma Consulting has published 42 articles in national and international
specialized magazines, addressing key pharmaceutical market issues
▪ Heading for change: marketing and sales trends in France (1995)
▪ Counting the cost of purchase (1997)
▪ The brave new world of corporate marketing (2000)
▪ Talking up sales (2002)
▪ How customer-centricity can increase brand preference? (2009)
▪ Drug reimbursement harmonization in Europe (1994)
▪ Working with the authorities (2002)
▪ The evolution of the global pharma industry (2012)
▪ Disease management opportunities in France (1997)
▪ Survival strategies in contract sales organizations (2002)
▪ Changes at the French pharmacy (2004)
Effectiveness and Operational organization
Environment (international) Environment (national)
▪ Assessing the OTC market in France (1997)
▪ How bright are the prospects for self-medication in France? (1999)
▪ Thin pickings in dietary supplements (1999)
▪ Should big pharma sells its OTC business? (2004)
▪ Automédication: Quel attrait pour le marché mondial ? (2006)
▪ Des stratégies opposées pour les « big pharma » (2006)
▪ Le switch: solution ou danger (2006)
▪ Le médicament en libre accès: La grande illusion (2007)
▪ Building prescriber loyalty (1993)
▪ ACE-inhibitors - an analysis of marketing strategy (1994)
▪ Are generic defense strategies worth the effort? (1996)
▪ Winning strategies in the French hospital market (1996)
▪ Making the most of maturity (2003)
▪ The end of the back-up brands? (2005)
▪ Financial requirements of immunisation programmes in developing
countries: 2004-2014 perspective (2005)
▪ Nosocomial Rotavirus infection in European countries (2006)
▪ Les marques sont-elles condamnées à mourir ? (2007)
▪ Le BPS, pour la “justesse de voix” (2008)
▪ La réputation d’entreprise – Un nouvel enjeu stratégique (2008)
Strategy: Ethical products
Strategy: OTC & Dietary Supplements
▪ Entering the French generics market (1997)
▪ Is the sun rising for Japanese generics? (1998)
▪ Can generics really help to curb French healthcare costs? (1999)
▪ Lighting fire from wet timber in French generics market (2001)
▪ How bright is the future for generics? (2003)
▪ Barriers to substitution (2005)
▪ What is the value of authorized generic agreements? (2006)
▪ Princeps-génériques: Faut-il pactiser avec l’ennemi ? (2007)
▪ Quelles perspectives pour les génériques ? (2007)
▪ L’avenir mouvementé du marché mondial des génériques (2007)
▪ Les génériques, ce n’est plus automatique (2011)
▪ What future for the French retail generic market? (2015)
Strategy: Generics
Pharma Training Programs – Catalogue 2018 9
10. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Introduction
1 Military hospital close to Paris – 2 More than 1,830 students trained – 3 ~935 executives trained
Faculty director
All programs are led by Jean-Michel Peny, President of Smart Pharma Consulting and
Program Faculty Director of the Smart Pharma Institute of Management
▪ Experience:
‒ 1 year as pharmacist at Begin hospital blood bank1
‒ 7 years as General Manager for pharma companies:
• 3 years in Sri Lanka (Servier)
• 3 years in India (Servier)
• 1 year in France (Novartis Generics)
‒ 26 years as Consultant specialized in Strategy and
Management in the pharmaceutical sector (Bain & Co,
Arthur D. Little, AT Kearney, ISO Health Care
Consulting)
‒ 27 years of teaching activity2:
• Lecturer: ESCP Europe B-School, ESSEC B-School,
Paris Pharmaceutical and Medical Universities
• Former affiliate Professor of Strategy & Marketing at HEC
B-School
• 1992-2001: Master “ Pharma & Biotech Management” –
ESCP Europe business school
‒ 15 years of training activity3:
• Intra-company programs since 2002
• Inter-company programs since 2006
▪ Education:
‒ Pharm. D. – Nantes University
‒ MBA – HEC Business School
‒ Executive programs:
• Strategic Marketing – Harvard Business School
• Corporate Strategy – Sloan School of Management
• Management of small corporations – Stanford B-School
‒ Master 2, International Trade – IAE Lyon University
‒ Master 2, Pharmaceutical marketing – Paris 5 University
▪ Publications:
‒ 6 books
‒ 42 articles
‒ ~150 position papers
Pharma Training Programs – Catalogue 2018 10
Jean-Michel Peny
11. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
Key topics covered
Our training programs are developed and carried out by the “Smart Pharma Institute
of Management” which is our professional training center, registered since 2002
Market Research
Business development Sales force effectiveness
▪ We disseminate insights through our training programs which cover eight key topics:
Medico-Marketing
Strategy
Organization Management
Topics
Pharma Training Programs – Catalogue 2018 11
Project Management
12. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English and in French. Since 2005,
137 experienced executives from 36 companies have attended this seminar
Inter-company
Seminar1 : Pharma Strategy & Marketing
We propose a 5-day seminar for high potential and seasoned marketers who want to
reinforce their strategic and operational marketing skills
Pharma Training Programs – Catalogue 2018 12
– Marketing executive (e.g.
marketing managers, group
product managers, product
managers)
– Market research
executives
– Strategic planners
– Medical executives (e.g.
MSLs, medical managers)
– Sales forces executives
(e.g. sales force managers,
area managers)
Target Audience
Day 1: Strategic thinking applied to companies
– Worldwide Pharma and Biotech sectors
– Evolution of the Pharma business model by 2020
– Strategic management of Pharma companies
Day 2: Marketing strategic thinking
– Optimization of brand value: Brand Preference Mix, etc.
– Dynamic prescribers segmentation: Behavioral Prescribers
Segmentation (BPS) approach
– Sales forecasting and performance objectives setting
– Brand Planning: Advanced SWOT, Strategy Card, etc.
Day 3: Marketing tactical thinking
– Digital marketing and multi-channel approach
– Promotional resource allocation
– Definition of Key Execution Indicators (KEIs) and Key
Performance Indicators (KPIs)
– Integration of new marketing tools: Integrated Promotional
Strategy (IPS) approach
Day 4: Specialized market segment analysis
– Marketing of generics and biosimilar products
– Marketing of OTC products and Rx-to-OTC switches
– Management of mature products
– Marketing of niche and hospital products
Day 5: Development of managerial skills
– Sales force effectiveness
– Team leadership
– Corporate behavior
– Communication principles
2018 sessions in French in Paris
February 5 to 9 – October 15 to 19
13. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English and in French. –
2 Time allocation: Part 1: 10% - Part 2: 5% - Part 3: 80% - Part 4: 5%
Inter- & Intra-company
Masterclass1: Principles
We have specifically designed Masterclasses to offer in-depth trainings to former
participants of the Pharma Strategy & Marketing program
Pharma Training Programs – Catalogue 2018 13
▪ Masterclasses are Advanced Trainings that have
been specifically designed for the former participants
of the Pharma Strategy & Marketing program
▪ Masterclasses offer participants the opportunity to
focus on a specific subject and apply innovative
concepts, useful methods and practical tools to
real-life situations, to learn by doing
▪ Masterclasses are moderated by Jean-Michel
Peny, who has been, for 27 years:
‒ Teaching students from the best French
Business Schools and Universities of Pharmacy
and Medicine
‒ Training executives from the pharma industry
▪ Each Masterclass is limited to a maximum of
10 participants and lasts from two to four days
▪ Pre-Masterclass session
‒ Participants will receive a specific documentation
including concepts, methods and tools that will
be used during the training session
▪ Masterclass session (2 days)2
‒ Part 1: Review of the concepts, methods and
tools that will be used
‒ Part 2: Lecture by and discussion with a “guest
speaker” expert in the topic covered
‒ Part 3: Implementation of the concepts, methods
and tools through real-life case studies
‒ Part 4: Co-development with participants of key
learnings
▪ Post-Masterclass
‒ Structuration of the key learnings of the
Masterclass session to be sent to participants
Concept Organization
14. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English and in French – 2 According to the attendees, a non Rx-bound could be chosen instead – 3 According to
the attendees, individual retail pharmacists and/or purchasing groups could be studied as well
Inter- & Intra-company
Masterclass1: Strategic Marketing Excellence
The “Strategic Marketing Excellence” masterclass focuses on high-performance
positioning and segmentation case studies calling on creativity and rigor
Pharma Training Programs – Catalogue 2018 14
Day 1
9:00 Introduction to the masterclass
9:10 Review and discussion of conventional and
innovative strategic marketing concepts, methods and
tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“How to create a sustainably attractive brand? –
Lessons from non-pharma industries“
11:45 Break
12:00 Case study #1: Development and implementation of a
Brand Preference strategy for:
- A secondary care brand (working group A)
- A primary care brand (working group B)2
13:00 Lunch
14:00 Case study #1: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of day 1
Day 2
9:00 Introduction to the 2nd day
9:10 Case study #2: Development and implementation of
an optimized customer segmentation applied to:
- Individual prescribers (working group C)
- Individual hospital departments (working group D)3
11:10 Break
11:30 Presentation of the working groups C & D outputs,
discussion and agreement on key learnings
13:00 Lunch
14:00 Case study #3: Development and implementation of
an Individual Prescriber Plan for:
- Individual prescribers (working group E)
- Individual hospital departments (working group F)3
15:30 Break
15:45 Presentation of the working groups E & F outputs,
discussion and agreement on key learnings
16:45 Co-development with participants of key learnings
17:45 End of the masterclass
15. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English and in French – 2 According to the attendees, individual retail pharmacists and/or
purchasing groups could be studied as well – 3 Key execution indicators to measure the quality of execution –
4 Key performance indicators to measure the impact of the tactics (medico-marketing and sales activities)
Inter- & Intra-company
Masterclass1: Tactical Marketing Excellence
The “Tactical Marketing Excellence” masterclass proposes attendees to work on
case studies dedicated to best practices re. the execution of marketing initiatives
Pharma Training Programs – Catalogue 2018 15
Day 1
9:00 Introduction to the masterclass
9:10 Review and discussion of conventional and
innovative strategic marketing concepts, methods and
tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“What is the real value of digital marketing initiatives?
– Lessons from best-in-class pharma companies“
11:45 Break
12:00 Case study #1: Development and implementation of
conventional and digital multichannel initiatives to:
- Individual prescribers (working group A)
- Individual hospital departments (working group B)2
13:00 Lunch
14:00 Case study #1: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of day 1
Day 2
9:00 Introduction to the 2nd day
9:10 Case study #2: Marketing sensitivity to investment
and resource allocation optimization at:
- Individual prescribers (working group C)
- Individual hospital departments (working group D)2
11:10 Break
11:30 Presentation of the working groups C & D outputs,
discussion and agreement on key learnings
13:00 Lunch
14:00 Case study #3: Development and implementation of
action plans and monitoring tools (KEIs3 & KPIs4) for:
- Individual prescribers (working group E)
- Individual hospital departments (working group F)2
15:30 Break
15:45 Presentation of the working groups E & F outputs,
discussion and agreement on key learnings
16:45 Co-development with participants of key learnings
17:45 End of the masterclass
16. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English and in French – 2 Health authorities, payers, physicians, pharmacists, patients,
patient advocacy groups, competitors, etc. – 3 Medico-marketing and sales
Inter- & Intra-company
Masterclass1: Market Analysis & Forecasting
The “Market Analysis & Forecasting” masterclass has been designed for participants
looking for robust and simple tools, and wishing to strengthen their analytical skills
Pharma Training Programs – Catalogue 2018 16
Day 1: Market Analysis
9:00 Introduction to the masterclass
9:10 Review and discussion of analytical concepts,
methods and tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“Review of the most advanced market analyses
– Lessons from non pharma markets“
11:45 Break
12:00 Case study #1: Market & brand dynamics evaluation:
- Stakeholders behaviors analysis2
- Key market drivers & barriers analysis
- Sensitivity of brands to operational3 investments
- From data analysis to decision making
13:00 Lunch
14:00 Case study #1: cont.
16:00 Break
16:15 Presentation of the case study outputs, discussion
and agreement on key learnings
17:45 End of day 1
Day 2: Forecasting
8:30 Introduction to the 2nd day
8:40 Review and discussion of sales forecasting concepts,
methods and tools sent to participants as a pre-read
10:00 Break
10:15 Case study #2 part 1: Baseline & scenario building:
- Historical trends evaluation
- Determination of future events and of their impact
12:30 Lecture by and discussion with an expert:
“What is the business value of sales forecasting?“
13:00 Lunch
14:00 Case study #2 part 2: Sales forecast modeling:
- Patient-based forecasting
- Lifecycle based forecasting (new, growing, mature)
16:00 Break
15:45 Presentation of the case study (parts 1 & 2) outputs,
discussion and agreement on key learnings
16:45 Co-development with participants of key learnings
17:45 End of the masterclass
17. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English and in French
Inter- & Intra-company
Masterclass1: Action Plans for Med Reps
This masterclass helps med reps better understand how they must build and then
use action plans to improve the efficiency and efficacy of their daily activities
Pharma Training Programs – Catalogue 2018 17
Day 1
9:00 Introduction to the masterclass
9:10 Review and discussion of activity planning objective,
concepts, methods and tools sent to participants as a
pre-read
10:30 Lecture by and discussion with an expert:
“How to build useful action plans benefiting primarily
to the med reps?”
11:45 Break
12:00 Case study #1: Analysis of the situation at territory
level – External & Internal analysis:
- Primary care brand (group A)
- Secondary care brand (group B)
13:00 Lunch
14:00 Case study #1: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of day 1
Day 2
9:00 Introduction to the 2nd day
9:10 Case study #2: Objective setting and strategy crafting:
- Primary care brand (group A)
- Secondary care brand (group B)
11:10 Break
11:30 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
13:00 Lunch
14:00 Case study #3: Development of specific actions to
support the territory strategy previously set and
selection of activity and performance indicators:
- Primary care brand (group A)
- Secondary care brand (group B)
15:30 Break
15:45 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
16:45 Co-development with participants of key learnings
17:45 End of the masterclass
18. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 See on our website www.smart-pharma.com the position paper “Best-in-Class Medical Reps… apply the ELITE Program”–
2 Program proposed both in English and in French – 3 Fast Moving Consumer Goods
Inter- & Intra-company
Masterclass2: ELITE Program for Med Reps (1/2)
We propose four-day sessions to familiarize participants (med reps and/or their
manager) with the four pillars supporting the ELITE Program1
Pharma Training Programs – Catalogue 2018 18
Day 1 – Pillar #1: Prescriber Insight
9:00 Introduction to the session
9:10 Review and discussion of the concept, methods and
tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“Customer Insight – Lessons from FMCG3
companies“
11:45 Break
12:00 Case study: Application of the “Seeker Portrait”
Model developed by Smart Pharma Consulting to:
- Individual prescribers (group A)
- Individual hospital departments (group B)
13:00 Lunch
14:00 Case study: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of day 1
Day 2 – Pillar #2: Brand Preference Tactic
9:00 Introduction to the session
9:10 Review and discussion of the concept, methods and
tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“How do non-pharma companies proceed to
strengthen customer preference to their brands?“
11:45 Break
12:00 Case study: Application of the “Brand Preference
Mix” approach by med reps at:
- Individual prescriber level (group A)
- Individual hospital department level (group B)
13:00 Lunch
14:00 Case study: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of day 2
19. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 See on our website www.smart-pharma.com the position paper “Best-in-Class Medical Reps… apply the ELITE Program”–
2 Program proposed both in English and in French – 3 Fast Moving Consumer Goods – 4 High Impact Interactions
Inter- & Intra-company
We propose four-day sessions to familiarize participants (med reps and/or their
manager) with the four pillars supporting the ELITE Program1
Pharma Training Programs – Catalogue 2018 19
Masterclass2: ELITE Program for Med Reps (2/2)
Day 3 – Pillar #3: High Impact Interactions
9:00 Introduction to the session
9:10 Review and discussion of the concept, methods and
tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“How to create unique touchpoints with customers? –
Lessons from FMCG3 companies“
11:45 Break
12:00 Case study: Application of the “H2I”4 Program
developed by Smart Pharma Consulting to:
- Individual prescribers (group A)
- Individual hospital departments (group B)
13:00 Lunch
14:00 Case study: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of day 3
Day 4 – Pillar #4: Job Passion
9:00 Introduction to the session
9:10 Review and discussion of the concept, methods and
tools sent to participants as a pre-read
10:30 Lecture by and discussion with an expert:
“How to boost your passion for your work? – A
practical approach“
11:45 Break
12:00 Case study: Identification of the drivers likely to
stimulate the passion of med reps for their job:
- Job-related drivers (group A)
- Company-related drivers (group B)
13:00 Lunch
14:00 Case study: cont.
16:00 Break
16:15 Presentation of the working groups A & B outputs,
discussion and agreement on key learnings
17:45 End of the masterclass
20. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English or in French – 2 Fast Moving Consumer Goods –
3 High Impact Interactions
Inter- & Intra-company
This masterclass provides a method and tools to help MSLs increase their efficacy
and efficiency, especially when interacting with KOLs
Pharma Training Programs – Catalogue 2018 20
Masterclass1: Best-in-Class MSLs
Day 1
9:00 Introduction
9:15 Reminder of MSLs’ role & responsibilities taking into
account the national regulatory framework
10:00 Presentation: MSLs’ issues & challenges
10:30 Presentation: Recruitment and Management of KOLs
11:15 Break
11:30 Workshop #1: “KOLs mapping”
12:30 Lunch
13:30 Workshop #2: “KOLs’ relationship management”
14:30 Workshop #3: “Creation of high impact interactions
with KOLs”
15:30 Break
15:45 Workshop #4: “Contribution of the MSL to the
enhancement of pharma company’s reputation”
16:45 Plenary discussion: “How to improve collaboration
with medical reps and KAMs?”
17:30 Conclusion
18:00 End of day 1
Day 2
9:00 Introduction
9:15 Presentation: MSLs’ strategic & operational plans (best
practices – models)
10:00 Presentation: Changes in the healthcare system and in
the pharma market by 2020
10:45 Workshop #5: “Analysis of the regional environment”
(ARS, competition, KOLs, hospital services, healthcare
networks, etc.)
11:30 Break
11:45 Workshop #6: “Analysis of the regional activities of
MSLs” (partnerships, projects, quality of interactions
with KOLs, etc.)
12:15 Presentation & practical exercises “SWOT analysis in
the scope of MSLs”
13:00 Lunch
14:00 Workshop #7: “Objectives setting, definition of a
strategy and of operational activities monitoring”
16:00 Break
16:15 Conclusion
17:00 End of the masterclass
21. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Business Development and Licensing – 2 Program proposed both in English and in French
Inter- & Intra-company
The ambition of this masterclass is to provide participants with a unique experience
during which they will boost their BD&L1 knowledge and thinking process
Pharma Training Programs – Catalogue 2018 21
Masterclass2: BD&L best practices
Day 1
9:00 Introduction (objectives, organization of the day, specific
requests from participants)
9:15 Lecture / discussion #1: BD&L objective and basic principles
10:00 Exercise #1 in plenary session: Would BD&L deals make
sense at your affiliate / region level? And why?
10:40 Break
11:00 Exercise #2 in working groups: Draw the list of relevant
information to be collected to evaluate BD&L opportunities, the
corresponding sources and their level of reliability
11:50 Debrief of the exercise #2 and key takeaways
13:00 Lunch
14:00 Lecture & discussion #2: Market, product and company data
analyses: best practices
15:00 Case study #1: Opportunity assessment
‒ Group A: Rx-driven product
‒ Group B: OTC product
‒ Group C: Medical device
16:15 Break
16:30 Debrief of the case study #1 and key takeaways
17:30 Conclusions of the day
17:45 End of day 1
Day 2
9:00 Lecture & discussion #3: Method and Tools to select most
attractive opportunities (charts, ID cards, valuation techniques)
9:40 Case study #2: Best candidate(s) selection
‒ Groups A – B & C
11:00 Break
11:15 Debrief of the case study #2 and key takeaways
12:15 Lecture & discussion #4: Definition of the best deal structure
(e.g. in-licensing, JV, acquisition)
12:35 Case study #3 in plenary session: Which deal structure to favor
according to the situation?
13:00 Lunch
14:00 Lecture & discussion #5: How to approach and negotiate a
BD&L opportunity?
14:45 Case study #4: Approach & Negotiation
‒ Groups A – B & C
15:45 Break
16:00 Debrief of the case study #4 and key takeaways
16:45 Lecture & discussion #6: Alliance management best practices
17:15 Conclusions of the session
17:45 End of the masterclass
22. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English or in French
Inter- & Intra-company
This masterclass provides Good Managers with tips to become Smart Managers and
thus boosts their performance and the performance of their collaborators
Pharma Training Programs – Catalogue 2018 22
Masterclass1: Smart vs. Good Managers
Day 1
9:00 Introduction to the masterclass
9:10 Review of and discussion about the seven tips to be
mastered to become a Smart Manager (pre-read sent
to participants)
10:30 Lecture by and discussion with an expert:
“Managers vs. Leaders”
11:45 Break
12:00 Workshop #1: Purpose – Mission – Values – Vision
13:00 Lunch
14:00 Workshop #2: Strategy crafting
15:00 Workshop #3: Management by mutual benefits
16:30 Break
16:45 Workshop #4: Use of the Smart Index
18:15 End of day 1
Day 2
9:00 Introduction to the 2nd day
9:10 Workshop #4: Use of the Smart Index (cont.)
10:45 Break
11:00 Workshop #5: Dynamic management of collaborators
13:00 Lunch
14:00 Workshop #6: Stimulation of job passion
15:30 Break
15:45 Workshop #7: Management model selection
17:15 Conclusion of the masterclass
18:00 End of the masterclass
23. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English or in French
Inter- & Intra-company
This program helps participants to significantly improve their time management
through the application of simple and effective good practices
Pharma Training Programs – Catalogue 2018 23
Masterclass1: Time Management – Practical Recommendations
Day 1
9:00 Introduction to the masterclass
9:10 Review of and discussion about the 8
recommendations tips to better manage time at work
(pre-read sent to participants)
10:30 “Why is your time at work so precious?”
11:45 Break
12:00 Workshop #1: How well do you manage your time? –
Express Self-diagnosis
13:00 Lunch
14:00 Workshop #2: Situation analysis: Time wasters
identification
15:30 Break
16:00 Workshop #3: Management of time wasters
17:30 End of day 1
Day 2
9:00 Introduction to the 2nd day
9:10 Workshop #3: Management of time wasters (cont.)
10:45 Break
11:00 Workshop #4: Planning and implementation
12:00 Workshop #5: Tracking & sharing outcomes
13:00 Lunch
14:00 Case study #1: “Manager Time”
15:30 Break
15:45 Case study #2: “Pharma Time”
17:15 Conclusion of the masterclass
17:30 End of the masterclass
24. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Training fees include courses, educational materials, snacks and meals for inter-company programs
and exclude taxes, traveling and housing costs
Inter- & Intra-company
Practical information: Booking details
All information regarding these training programs should be asked to Jean-Michel
Peny by phone (+33 6 11 96 33 78) or by e-mail: jmpeny@smart-pharma.com
Pharma Training Programs – Catalogue 2018 24
Program Names Type Duration Dates in 2018 Price1
Pharma Strategy & Marketing ▪ Seminar 5 days
▪ 5-9 February
▪ 15-19 October
€ 7,500
Strategic Marketing Excellence ▪ Masterclass 2 days ▪ 5-6 March € 3,200
Tactical Marketing Excellence ▪ Masterclass 2 days ▪ 7-8 March € 3,200
Market Analysis & Forecasting ▪ Masterclass 2 days ▪ 14-15 March € 3,200
Action Plans for Med Reps ▪ Masterclass 2 days ▪ 26-27 September € 3,200
ELITE Program for Med Reps ▪ Masterclass 4 days ▪ 9-12 July € 6,400
Best-in-Class MSLs ▪ Masterclass 2 days ▪ 9-10 April € 3,200
BD&L best practices ▪ Masterclass 2 days ▪ 11-12 April € 3,200
Smart vs. Good Manager ▪ Masterclass 2 days ▪ 23-24 May € 3,200
Time Management ▪ Masterclass 2 days ▪ 6-7 June € 3,200
25. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English or in French
Intra-company
The 14 intra-company programs are mainly targeted at strategy, medico-marketing
and sales teams wishing to significantly enhance their competence
Pharma Training Programs – Catalogue 2018 25
14 intra-company programs (1/2)
Topics Content Duration Participants
1) Pharma Strategy and BD&L
▪ Presentation and explanation of the basic
concepts and tools applied to the pharma sector
▪ Exercises and case studies
2 days
▪ BD&L managers
▪ Marketing & BU managers
▪ Business intelligence
managers
2) Pharma Marketing strategy
and tactics
▪ Presentation and explanation of the basic
concepts and tools applied to the pharma sector
▪ Exercises and case studies
2 days
▪ Marketing team
▪ Market research team
▪ 1st & 2nd line managers
3) Market analysis & sales
forecasting: Method & Tools
▪ Presentation and evaluation of common methods
and tools
▪ Exercises and case studies
1.5 day
▪ Market research team
▪ Marketing team
4) Brand Plans & Business
Reviews
▪ Improvement of the robustness of the analyzes
and of the relevance of the decisions made with
methods such as the 4 Ws
1.5 day
▪ Marketing team
▪ Market research team
▪ BU managers
5) Individualized & Behavioral
physicians segmentation
▪ Why and how to shift from a mass to an
individualized segmentation?
1 day
▪ Marketing team
▪ 1st & 2nd line managers
▪ Market research team
6) Brand Preference
enhancement
▪ Reinforcement of customers’ brand preference by
activating the ”Brand Preference Mix”
1 day
▪ Marketing team
▪ Market research team
▪ 1st & 2nd line managers
7) Digital Marketing &
multichannel approach
▪ How to make the best use of digital solutions and
of multichannel possibilities?
1 day
▪ Marketing team
▪ 1st & 2nd line managers
26. Smart Pharma Institute of Management
Smart Pharma Consulting
Sources: Smart Pharma Consulting
Training Programs
1 Program proposed both in English or in French
Intra-company
The 14 intra-company programs are mainly targeted at strategy, medico-marketing
and sales teams wishing to significantly enhance their competence
Pharma Training Programs – Catalogue 2018 26
14 intra-company programs (2/2)
Topics Content Duration Participants
8) KOL Management
▪ KOL management plan design
▪ Guidelines to ensure the excellence of execution
with specific tools (key execution indicators)
1 day
▪ MSL manager
▪ MSLs
9) Project Management
▪ How to manage effectively and efficiently
projects more or less complex by applying basic
principles and using simple tools?
1 day
▪ Medical team
▪ Marketing team
▪ Sales & Commercial teams
10) Area & Territory Action
Plans
▪ Implementation of the 4 Ws method to define key
actions to be carried out based on fact analysis
1.5 day
▪ 1st & 2nd line managers
▪ Medical representatives
11) Medico-marketing & sales
activities monitoring
▪ Application of the most relevant metrics to
monitor the quality of execution with key
execution indicators (KEIs) and to measure their
impact with key performance indicators (KPIs)
1 day
▪ Medical team
▪ Marketing team
▪ Sales & Commercial teams
12) Portfolio management &
resources allocation
▪ Presentation of a rigorous method with tools
▪ Exercises and case studies
1 day
▪ Market research team
▪ Marketing team
▪ BU manager
13) Understanding National and
Regional healthcare system
▪ Presentation and explanation of the healthcare
system and its implications on the pharma sector
1 day
▪ Medical team
▪ Marketing team
▪ Sales & Commercial teams
14) Strategic Market Access at
National & Local levels
▪ Presentation and explanation of methods and
tools such as the “Market Access Brand Plan”
1 day
▪ National Market Access team
▪ Regional Market Access team
27. Smart Pharma Institute of Management
Smart Pharma Consulting
1, rue Houdart de Lamotte – 75015 Paris – France • Tel.: +33 6 11 96 33 78 • E-mail: jmpeny@smart-pharma.com • Website: www.smart-pharma.com
Consulting firm dedicated to the pharmaceutical sector operating
in the complementary domains of strategy, management and organization
Smart Pharma Consulting
Smart Pharma Consulting
▪ Besides our consulting activities which take
85% of our time, we are strongly engaged in
sharing our knowledge and thoughts
through:
– Our teaching and training activities
– The publication of articles, booklets,
books and expert reports
▪ As of today, more than 100 publications in free access can
be downloaded from our website
▪ In 2016, we have published more than 770 pages of
documents covering Pharma market insights, strategic and
marketing expert reports, as well as management concepts,
methods and tools
▪ Our research activities in pharma business management and
our consulting activities have shown to be highly synergistic
▪ This booklet presents our inter- and intra-company training
programs
▪ We also organize training seminars or carry out projects to
help your collaborators improve their operational excellence
Best regards
Jean-Michel Peny
▪ The Smart Pharma Institute of Management has a unique
position as a training organization due to its connection with
Smart Pharma Consulting
▪ Thus, the training programs proposed by the Smart Pharma
Institute of Management benefit from:
‒ An in-depth market knowledge
‒ A state-to-the-art command of concepts and methods
‒ Innovative solutions and practical tools
Smart Pharma is a certified Training Organization since 2002
Pharma Training Programs
Catalogue 2018
▪ This document describes what makes the Smart Pharma
Institute of Management so unique as a training organization
▪ 24 training programs are proposed:
‒ One inter-company seminar
‒ 9 inter-company masterclasses
‒ 14 intra-company programs
Smart Pharma Institute of Management