Marketing
Pharmaceutical
Products

Creating a Brand Plan
Learn the process of creating a
comprehensive and strategic brand plan for
a pharmaceutical brand using a case-study
based approach for experiential impact

Virtual Instructor-Led Course Dates
June 20-21, 2024 / October 29-30, 2024
REGISTER HERE
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”
Beth Comstock, Former CMO & Vice Chair, GE.

New to marketing or developing your
knowledge of the marketing role?

This program is ideal for new and developing marketers and cross-functional
commercial team members because it will introduce, demonstrate and
reinforce the core principles of pharmaceutical brand planning
from a marketer’s perspective.
Learning Objectives
Define the pharmaceutical brand planning process and demonstrate how marketers manage each development step
Explain how the process is purposefully structured using examples from real-world brands
Discuss how the brand planning process is an essential guide for the development of a successful brand
Program Topics
Conducting a situation analysis
Drawing insights from market research
Developing strategic objectives from market insights
The pillars of marketing strategy
Marketing initiatives and tactical planning
Executing marketing strategy
Measuring brand performance
The brand financial statement – P&L

Program Description

This program was designed for new and developing marketers, including cross-functional team members who support marketers in the planning process. We will cover the 5 core steps of the brand planning framework, including:
Situation
Analysis
Developing
Strategy
Initiates
& Tactical
Planning
Executing
the Plan
Measurement
Using the brand planning framework as a guide, participants will discuss the approach, review examples and then apply the key concepts using a real-world case study.
Program Agenda
DAY 1
Overview of Pharmaceutical Marketing
Brand Planning Process
Insights Discover: Empowering the Situation Analysis
Exercise: Mining for Insights
From Insight to Marketing Strategy
Developing Strategic Objectives
Exercise: Strategic Objectives & Critical Success Factor
DAY 2
Segmentation, Differentiation & Positioning
Market Access & the Value Proposition
Exercise: Positioning & the Value Proposition
Integrated Multi-Channel Tactical Plan
Financial Management & Metrics
Exercise: Execution of the Tactical Plan
Communicating the Brand Plan

Who Should Attend

Marketing associates, product managers, brand team members, commercial analytics team members, clinical research associates, finance associates, R&D team members, regional or district sales managers, strategic planners, managed care and reimbursement associates.
REGISTER HERE

Pharmaceutical Marketing Development Programs

FORECASTING
HEALTHCARE
MARKETS & PRODUCTS

Methods, Drivers, and Models
PHARMACEUTICAL
MARKET RESEARCH

Principles & Practice
ADVANCED MARKETING
& PORTFOLIO
STRATEGY

Applying Judgement & Wisdom
For more information about any Performance & Learning development services please contact our program director at ddwyer@rlsconsultants.com Mobile: 917-817-1561
CONTACT