Building Brand Effectiveness (Online)

Date August 14-22, 2020 (Weekend Classes)
Program Coordinator: Dr. Sandeep Narula
Mode: Online (Weekend Classes)

Background

The Pharmaceutical marketer in present business scenario and lockdown period is surrounded by enormous uncertain business challenges. On one end the business domain is expanding digitally and on the other it is extremely difficult to send the right communication to the customer and that too with the guidelines of UCMP. With increasing digital intervention ,lockdown period, shortening of in-clinic time, UCMP gaining more acceptance and importance in the medical and pharmaceutical fraternity, the pharmaceutical is left with no other choice except to upgrade their knowledge and skills.
The Indian Pharmaceutical market with nine 'p' goes beyond mega and maxi marketing Understanding nine P’s - Product, Price, Place, Promotion, Personal selling Prescription, Policy, Power and Public relation is indeed critical for creating and extending successful strategies in pharmaceutical Marketing. Hence, pharmaceutical marketing is more challenging now and only innovative marketers with different strategies are likely to succeed.
The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.

Program Objectives

This program is designed with an aim to provide participants with a 360-degree view of various practical and applicable aspects of managing pharmaceutical brands & pharmaceutical marketing communication that includes understanding different types of pharmaceutical markets, competition, doctor prescription behavior and brand building. A sound understanding of such fundamentals helps participants appreciate concepts of segmentation, targeting, positioning differentiating, pricing and branding strategies which are necessary to design effective pharmaceutical marketing and branding strategies for the pharmaceutical organization. The program concludes with sessions on integrated communication and digital marketing which are extremely relevant in the growing e-world.

Program Content :

  • Your BRAND MARKET – Patient Flow Model/s (including patient funneling); patient care and wellness
  • Customer experience journey Developing SWOT; Critical Success factors (CSF)
  • Designing The Multi-stakeholder Segments & Prioritizing Brand Opportunities
  • LPBO concept; Discussions -Case Studies
  • Understanding the BRAND environment; Determining the Play field-SEGMENTATION;
  • Associative Network Memory Model ;Strategic Brand Image Management ;Determining winning POSITIONG statement
  • Preparing tactical Plan ; (w.r.t.Red Ocean and VUCA)
  • Brand Plan Budget
  • Strategies and Tactics in Blue Ocean Markets
  • Digital Funnel and Designing Digital Branding Strategies
  • Analysing Brand P&L ; Important Metrics ;(w.r.t.CSFs)

Who Should Attend

All Pharmaceutical/Healthcare/Consumer healthcare/Medical devices/diagnostics, Marketing professionals working as:

  • Product executives /Product Managers/Therapy Managers
  • Group Product Managers
  • Brand Managers/Group Brand Managers
  • Marketing Planning Manager
  • Marketing Managers/Heads
  • General Managers-Sales and Marketing
  • Business Development Head
  • Training Manager/Regional Training Manager
  • Academicians
  • Research scholars
  • Business Analyst
  • Sales/Marketing Domain specialist

Program Schedule

Day Date Time
Friday 14th August 2020 7 pm- 9.30 pm
Saturday 15th August 2020 7 pm- 9.30 pm
Sunday 16th August 2020 10 am -1 pm
Friday 21st August 2020 7 pm- 9.30 pm
Saturday

22nd August 2020

7 pm- 9.30 pm

Training Approach

Using case studies, practice sessions and interactions. Online class discussions and hand on practice sessions will provide the opportunity for participants to apply newly learned tools and techniques which would help in gaining confidence and to apply in your own business units or organizations.

Resource Persons

Dr. Sandeep Narula Program Coordinator and Associate Professor, IIHMR, Jaipur
Mr. Deep Bhandari Executive Coach and Consultant, Mumbai

Programme Fee

Indian Participants: Rs. 4720/- Including 18% GST
Foreign Participants: $71/- Including 18% GST
The fee covers tuition fee, training material and other resources to be provided at the time of MDP.

Certification

A certificate of participation on completion of the program will be issued by The IIHMR University, Institute of Health Management Research, Jaipur.

Program Officer-Training

The IIHMR University
1, Prabhu Dayal Marg, Sanganer Airport
Jaipur – 302029, Rajasthan
Phone Number: 79764 45970 ,99909 44809 ,0141-3924700
Email: training@iihmr.edu.in