Home
overview
The global pharmaceutical environment is becoming increasingly competitive with narrower margins and the increasing cost of drug discovery impacting heavily on growth rates. In such an environment it is essential to optimise the sales of each drug, thus pharmaceutical marketing is playing an increasingly important role in the industry. However, pharmaceutical marketing is also changing, DTC advertising, patient empowerment and new technologies are changing the face of the traditional sales force based marketing campaigns and new strategies need to be employed to ensure the best marketing mix for each product.

This conference will discuss the impact of these changes on pharmaceutical marketing with presentations from leaders in the field to demonstrate the ways in which they are directing their marketing strategies from a strategic and operational view point.

Please register now to guarantee your place at this important conference.

Conference programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks

Micah Zimmerman

Micah Zimmerman, , SMC Research

9:10 FORCES IMPACTING ON PHARMACEUTICAL MARKETING

Graham Clarke

Graham Clarke, Director & Vice President, Global Marketing Operations, SmithKline Beecham

  • The rise in patient empowerment and DTC marketing
  • Rising costs of healthcare and increasing governmental intervention on drug pricing
  • New treatments for previously untreatable disorders
  • The market for lifestyle drugs
  • The impact of the internet age
  • 9:40 DRIVING DRUG DEVELOPMENT WITH STRATEGIC MARKETING

    Max Maxwell-Jackson

    Max Maxwell-Jackson, Managing Director, FSP International

  • When should marketing be integrated into drug development?
  • How can marketing input be incorporated into the development of a compound go-no-go, trial design and conduct?
  • What plans can be made to anticipate the marketing of a new compound?
  • Cost effectiveness of pre-marketing: ROI
  • Preparing the market: marketing in the pre-approval stage
  • 10:20 INNOVATION ALONGSIDE COMMERCIAL CONSIDERATIONS

    Bharat Tewarie

    Bharat Tewarie, Head of Global Therapeutic Area Growth & New Therapeutic Areas, Ares-Serono

  • Why should commercial strategy be integrated into all levels of product development?
  • Marketing input during early phases of development
  • The marketing role in leading project teams during pre-launch and launch phase
  • Sharing best marketing practice by improved market planning
  • 11:00 Morning Coffee

    11:20 EARLY MARKETING CONSIDERATIONS

    Trevor J Brown

    Trevor J Brown, Managing Director, Premark Services

  • Stake holders: who decides, who influences, who prescribes
  • Understand the market: segmentation, benchmark against key competitors
  • Develop clinical & economic endpoints to maximise competitive advantage
  • Create a corporate pre-marketing plan of action
  • 12:00 THE FUTURE: A CONSUMER FOCUSED WORLD

    Chris David

    Chris David, Director, Pharmaceutical Business Practice, PricewaterhouseCoopers

  • Why are individual consumers becoming important to pharmaceutical marketers?
  • Providing healthcare from cradle to grave: addressing ‘wellness’ as well as ‘illness’
  • What methods can be employed to effectively market to an individual?
  • How can relationships with individuals be established in an industry accustomed to focusing on professionals?
  • How will pharmaceutical business models adapt to the changing market?
  • 12:40 Lunch

    14:00 OPTIMISING YOUR PORTFOLIO FOR MARKETING

    Greg Ernest

    Greg Ernest, Principle, ZS Associates

  • Identifying your marketing strengths
  • Determining which areas need new products
  • Integrating marketing considerations in to the drug development pipeline
  • In-licensing products: why, when and how
  • Entering new markets using in-licensed products
  • 14:40 NICE: PROMOTING DRUG INNOVATION OR A NEW FOURTH HURDLE?

    Dr Stuart Pinkerton

    Dr Stuart Pinkerton, Managing Director, Burson Marsteller

  • Assessment of drug categories and review of guidelines by NICE
  • Impact on managed entry of new drugs and pre-marketing strategies
  • Impact on clinical development and marketing plans - when should health economic assessments be started?
  • Increasing importance of EBM and outcome data in submissions to NICE: who is representing the patient point of view?
  • How can the lessons learned with NICE by used to prepare for future pharmaceutical marketing in Europe?
  • 15:20 Afternoon Tea

    15:20 HEALTH ECONOMICS & MARKETING

    Dr Fabrizio Gianfrate

    Dr Fabrizio Gianfrate, Head, Health Economics, GlaxoWellcome

  • What is health economics and why is it relevant to marketers?
  • Increasing importance of health economics
  • Ensuring adequate health economic data in the run up to launch
  • Methods of communicating data to payers
  • When to base the emphasis of your marketing strategy on cost
  • 16:20 MANAGING PRODUCT LAUNCH STRATEGIES ACROSS EUROPE

    Dr David Clifton

    Dr David Clifton, Strategic Planning Manager, AstraZeneca

  • The structure within Europe: a wide variety of cultures
  • Differences in regulatory issues within Europe
  • Identifying potential problem areas prior to launch
  • Ensuring effective communication between team members across borders
  • Powersharing issues
  • 17:00 Chairman’s Closing Remarks and Close of Day One

    17:10 Networking drinks reception

    8:30 Re-registration & Coffee

    9:00 Chairman's Opening Remarks

    Sally Pryce-Jones

    Sally Pryce-Jones, Senior Product Manager, Novartis

    9:00 OPTIONS FOR YOUR MARKETING MIX

    Dr Franz Gerstheimer

    Dr Franz Gerstheimer, Grunenthal, Head, International Medical and Marketing

  • The product and its environment
  • Marketing tools for the product environment
  • The role of medical education and PR
  • Case study: The Tramadol experience
  • 9:40 EFFECTIVE USE OF DIRECT MAILING

    Ian Murray

    Ian Murray, Managing Director, Read Letter Mailing

  • Direct mailing: efficient method of communication or junk mail?
  • Moving away from the white envelope approach to stand out from the crowd
  • What kind of information should be contained?
  • Getting a response: effective use of direct mail as a market research tool
  • Case study: Gopten
  • 10:20 DTC MARKETING IN EUROPE

    Mike Rea

    Mike Rea, Director, Business Development, Medical Action Communciations

  • What the rules actually say? Where are the rules going?
  • Is there an ROI model
  • Linking R&D and marketing as a lever for success
  • OTC versus prescription marketing
  • Marketing communications - the informed patient and the passive consumer
  • DTC communication strategies evaluated
  • 11:00 Morning Coffee

    11:20 MARKETING A BLOCKBUSTER

    Dr Silvia Bonaccorso

    Dr Silvia Bonaccorso, Vice President Marketing & Medical Services, Merck

  • The arthritis market: educated patients and gaps in available treatments
  • Who to market to
  • The role of PR in the marketing of Vioxx
  • The power of patient groups
  • Healthcare professional education
  • 12:00 DRUG DELIVERY AND PRODUCT DEVELOPMENT

    Dr Cees Winnips

    Dr Cees Winnips, Director, Business Development, SkyePharma

  • The changing environment and the effect of life-cycles of pharmaceutical products
  • Product profitability: the driving forces
  • Options to prolong a product’s life-cycle
  • Value-adding opportunities in different therapeutic areas
  • The impact of drug delivery technology on product earnings: practical examples
  • The importance of pre-active/early planning
  • 12:40 Lunch

    14:00 EFFECTIVE BRANDING

    Alan Bergstrom

    Alan Bergstrom, President & Chief Executive Officer, The Brand Consultancy

  • Existing brand or new brand?
  • How do you determine equity in your brand?
  • What does your brand say? What can it say?
  • Is the brand optimally positioned in the marketplace?
  • Are your communications aligned with the brand's positioning?
  • 14:40 DEVELOPING SUPERBRANDS

    Jon Chandler

    Jon Chandler, Managing Director, Context Research

  • Are there pharmaceutical 'superbrands'?
  • Can there be pharmaceutical 'superbrands'?
  • The need for cross cultural anticipatory research
  • Identifying latent market needs
  • Identifying the universals and specifics in market needs
  • 15:20 Afternoon Tea

    15:40 THE ROLE OF THE REP IN PHARMACEUTICAL MARKETING

    Martin Hogan

    Martin Hogan, Director, Operations, Innovex

  • How valuable is direct selling to doctors?
  • How are pharmaceutical reps viewed by doctors?
  • The future in the UK: PCG/PCT’s and nominated persons
  • Developments throughout the rest of Europe
  • How can your organisation adapt to these changes
  • 16:20 NEW MEDIA, NEW OPPORTUNITIES

    John Flaherty

    John Flaherty, Director, Business Development, Lowe Azure

  • Healthcare and the internet: bringing up to date information to the desk top
  • Current usage of the internet in pharmaceutical marketing
  • Leading the way in the US
  • How can these methods be applied to Europe?
  • Case study: DTC advertising and the internet
  • 17:00 Chairman's Closing Remarks and Close of Conference

    +

    Workshops

    The Hatton, at etc. venues

    51/53 Hatton Garden
    London EC1N 8HN
    United Kingdom

    The Hatton, at etc. venues

    HOTEL BOOKING FORM

    Title

    SubTitle
    speaker image

    Content


    Title


    Description

    Download


    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

    Event Title

    Headline

    Text
    Read More

    I would like to speak at an event

    I would like to attend an event

    I would like to sponsor/exhibit at an event

    SIGN UP OR LOGIN

    Sign up
    Forgotten Password?

    Contact SMi GROUP LTD

    UK Office
    Opening Hours: 9.00 - 17.30 (local time)
    SMi Group Ltd, 1 Westminster Bridge Road, London, SE1 7XW, United Kingdom
    Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
    Website: http://www.smi-online.co.uk Email: events@smi-online.co.uk
    Registered in England No: 3779287 VAT No: GB 976 2951 71




    Forgotten Password

    Please enter the email address you registered with. We will email you a new password.