Public Programmes

Branding & the Pharmaceutical Promotional Mix

Objectives

• To review the process of positioning and developing brand essence
• To define how to determine an appropriate cost-effective mix of promotional activities for a brand, whatever its stage of life cycle
• To consider how to set objectives for each activity within the mix and establish key performance indicators
• To establish guidelines as to how to develop effective promotional materials
• To provide a practical and in-depth insight into the role of the product manager in today's pharmaceutical industry
• To provide an overview of the marketing process and the key elements that drive the marketing plan

Target Audience
Product managers with up to approximately one year's marketing experience

Course Content

DAY 1:
Positioning and Brand Building

• What is meant by positioning? Why is it the critical success factor?
• Matching the creative approach to the positioning strategy
• The importance of all promotional materials communicating the positioning statement
• Understanding brands
• The Communication Edge
• Using insight and single-mindedness to develop competitive advantage

The Promotional Mix

• What methods are available?
• What can be achieved by each of thse methods?

The Sales Force and Support Materials

• What are the advantages and disadvantages of using a a sales force to promote your products?
• How much money is wasted on unused support materials and why?
• Roles
• How to get the best out of your support materials

DAY 2:
Journal Advertising

• Why advertise?
• What can journal advertisements achieve?
• Design guidelines - how to create a good ad
• Testing the advertisement

Mailings

• Why mail?
• What can mailing achieve?
• What makes a "good" mailing package?

Public Relations

• What is PR?
• What will it achieve?
• What is its role in the promotional mix? What do meetings achieve?
• Meeting guidelines - how do you measure a successful meeting?

Meetings

Internet
What benefits can be gained from the Internet?
How many customers are using it?
How to ensure integration with other elements of the promotional mix

DAY 3:
The Campaign Plan

• Making sure the mix is right and the activities are co-ordinated (both for an individual product and across all products)
• How to define the right mix and an appropriate campaign plan
• How to establish measurements (key performance indicators)How to get the best out of an agency
• What information should go into the agency brief?
• Managing the relationship on a day-to-day basis

Briefing the Agency

• From Brief to Finished Item
  What happens after the brief?
  What is the creative process?
  When do you start incurring real costs?

Course Review