PHARMA MARKETING & MANAGEMENT - TTM · PDF filePHARMA MARKETING & MANAGEMENT . ... Brand...
Transcript of PHARMA MARKETING & MANAGEMENT - TTM · PDF filePHARMA MARKETING & MANAGEMENT . ... Brand...
© 2016 TTM Associates Ltd. / All Rights Reserved
PHARMA MARKETING & MANAGEMENT
TTM Associates Public Program 2016
© 2016 TTM Associates Ltd. / All Rights Reserved
© 2016 TTM Associates Ltd. / All Rights Reserved
All works, concepts and frameworks
contained in this material are the sole rights
of TTM associates Ltd and are protected
under UK, French and European laws.
No rights for copying or using the concepts
without prior permission from
TTM associates Ltd.
© 2016 TTM Associates Ltd. / All Rights Reserved
DESCRIPTION & OBJECTIVES
PRODUCT 1
PRODUCT 2
PRODUCT 3
PRODUCT 4
PRODUCT 5
© 2016 TTM Associates Ltd. / All Rights Reserved
DESCRIPTION & OBJECTIVES
OVERVIEW OF THIS PROGRAMME This program is designed for – Brand Managers, Product Managers, Product Specialists and other people with 0 – 3 years experience who are exposed to brand communications and marketing like PR, advertising market research. Potential Sales Executives, Medical Managers are also advised to attend. The program will equip participants with tools, insight and process to tackle the key challenges in the marketing and management of Pharma brands, like dealing with generics, developing a robust competitive strategy / proposition, enhancing the implementation of the tactical action plan and communication tools. Simply, participants will learn and practice how to develop a hands-on & ROBUST BRAND plan and take it step-wise into action.
PROGRAMME METHODOLOGY TAKE-AWAY Pre-workshop Preparation: Participants will be inquired to read, analyze and build insight on a DIABETES Case Simulation which contains 4 companies competing against each other in the a country called Indiana Costa! The case has two research based companies and two generic companies. During the Workshop: This Program is a POWER-POINT Slide Free programme. Very interactive. Participants will apply all the learning on the assigned product range. In the DIABETES simulation that will assigned to them! Participants will be able to learn how to develop a systematic approach to develop a competitive product positioning and communication plan using real live simulation based on 4 companies, operating in the Diabetes segment, two originators and two generics - Participants will be assigned a task to develop the plan of a specific product/company and compete against the others. Participants will also have the chance to reflect how this can be relevant to their own brands, before, during and after Also the workshop… we will use real life cases from • Healthcare sector. (Ethical Brands, Life Style- Brands and others) • Cosmetics. • Fast-moving consumer sector.
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION
PROGRAM OBJECTIVES & KEY TAKEAWAYS: By attending this programme, participants will be able to put their PM responsibilities into action by learning: • Key changes in the pharma sector and differences between the management of originator and generic brands. • Comprehensive market, segments, and competition analysis. • Using market research in understanding the customers, redefining the product strengths/weaknesses and competitive edge. • Product assessment and review. • Develop concrete and Quantified SWOT that leads to development of strategic options. • Generating scenarios for a COMEPTITIVE Brand strategy and the formulation of realistic marketing objectives. • Product essence. (Functional Positioning and Personality) • Building Brand tactical action plans based on the chosen brand strategy. • Develop a systematic approach to the product tactical campaigns and communication plan. • Implementation of promotional plans and programmes.
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION
PROGRAMME DETAILED AGENDA – DAY 1
DAY 1
Pharma Products Collage Exercise! This will open the participants eyes on the question:- “Why building A BRAND in the Healthcare is a challenge’. It will pave the way to Marketing Planning Framework. Coffee Break The Marketing Planning Process explained and followed by Role of Product Manager in this process. Ample differences between generics and originators strategies in the Pharma business…Product Development and Accelerating Market Access Lunch Break Participants are taken into the First part of the Planning process: The Analysis Part: Understanding the Business Environment : - The environment insight on the challenges and opportunities using PESTLE analysis tool - “Group work assignment on Diabetes Case” - Groups present first part of the plan of their assigned product in the Diabetes simulation.
END OF DAY 1
09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION
PROGRAMME DETAILED AGENDA – DAY 2
DAY 2
Back to the Future – review of Day 1 key learning messages Facilitator will continue the Session on Understanding the Market place … • Market definition “Boundaries” and patient flow analysis. • Stakeholders mapping and market access. Coffee Break Understanding the market place continued… • Market segmentation and columnisation of potential segments. • Competitors landscaping • Competitors analysis and key learning from them. Lunch Break Building INSIGHT on the external environment / market. Opportunities Challenges Groups to continue their work on the assigned product range in the simulation. Groups present the outcome of their market understanding analysis and the insight on possible they figured out in the case.
END OF DAY 2
09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION
PROGRAMME DETAILED AGENDA – DAY 3
DAY 3
Back to the Future - review of Day 2. Facilitator to briefly explain the dimensions of the Internal Brand Assessment and Competitiveness! - This leads to the Evaluation of Internal Strengths & Weaknesses ! Coffee Break Q-SWOT explained: • Generation of BRAND Strategic options.
Groups are given time to prepare their own Q-SWOT for the assigned product range in the case. Lunch Break Groups present their Q-SWOT and facilitator to trigger the thoughts and insight on the possible BRAND strategies. Basics for Competitive Brand Strategy: • Decision on the Target segments! • Decision on the Brand ESSENCE. ( Positioning & Personality) Then Groups are asked to present the outcome of their work on the case on. (The Product Positioning)
09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00
QSWOT
END OF DAY 3
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION
PROGRAMME DETAILED AGENDA – DAY 4
DAY 4
Back to future and recap on the learning of the Past three days… Facilitator to run a session on the development and building of a Product Personality. Groups create Product Personality followed by Group Presentation on BRAND ESSENCE as a whole Positioning & Personality Coffee Break Developing BRAND Elements. • Working with Agencies. (selecting & briefing agencies) • Developing brand elements. ( Logo, Pack, Colour, Style, lexicon) • Balancing the Global and the Local Branding. Lunch Break
Tactical action Plan: • Various marketing actions. ( Above the line & below the line tools). • Scheduling tactical communication plan. (Campaign). • Developing milestones for and controlling the impact of the for the action plan.
09:00 - 10:30 10:30 - 11:00 11:00 - 13:00 13:00 - 14:00 14:00 - 17:00
END OF DAY 4
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS
CONSULTANT TEAM RECOMMENDED:
Geert Van Loocke. Phd is Belgian by birth and International by outlook. Having qualified at the Universities of Antwerp and Leuven with honours degrees in Philosophy. Geert has had 20 years’ experience in pharmaceutical marketing and communication. Geert has held local and global marketing positions in international pharmaceutical companies, such as MSD, AstraZeneca, and Janssen Pharmaceutical. Subsequently, Geert has managed two leading international Healthcare Communications agency networks in Europe, and developed an in-depth knowledge of Pharma Brand management and communications. He has worked on international brands for Astellas, AZ, Bayer, GSK, Novartis, Pfizer, Roche. Schering AG, Solvay, Organon, UCB and many other pharma companies in Europe and the Middle East. Geert has been recently involved in Branding and brand building pharma products seminars in the Middle East with delegates from Pfizer, Mepha, Bayer, Apex, Julphar, and GSK.
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS
CONSULTANT TEAM RECOMMENDED: • Jean-Luc Kastner, PhD, is a focused Consultant in Strategic Management Marketing, Sales and he has developed and
structured a network of International Consultants specialized in business management and reengineering. Jean-Luc is currently a TTM Managing partner based in France. He has developed a comprehensive Sales and Marketing Management Model based on more then 25 years of Industrial research with the Herrmann Institute.
Within the last five years, he has been instrumental in large skill development programs with companies such as: Reuters and Philip Morris Kazakhstan amongst other organizations. Tyco Healthcare, Data logic, Bayer and Vodafone Greece have all redesigned their sales approach with Jean-Luc’s advice and support.
Jean-Luc is a typical “non-academic”; his experience was gained “on the job” in several management roles in blue chip organisations such as HP, Boston Scientific and Fresenius where he managed the International Sales and Marketing Operations and had to lead a crucial change management program: the shift from transactional product focused Sales to Consultative, Value based Sales. Jean-Luc is currently involved in One to One management coaching projects at General Manager and VP level in the B2B Industry, and works in English, German and French. In the last three years he has been focusing on the EMEA market and has a good understanding of the Middle East & Gulf cultures. His Academic titles ( Engineering PhD – ENIM) enables him to teach within a number of Governmental programs in France and abroad. Jean-Luc is and accredited FFCP Professional Coach and Herrmann International.
© 2016 TTM Associates Ltd. / All Rights Reserved
Senior Associate & Management Consultant After his undergraduate studies in economics, John started his career in marketing with Cadbury Schweppes in Birmingham, working on a range of products in the foods group of the company. He then returned to University to take a masters degree in business at Bradford University Management Centre. After graduation he moved into business to business marketing with CPC (UK) Ltd, the leading supplier of starches and glucose. From there he moved into a quasi-academic role at Huddersfield University, where he specialized in working with part-time students and with in-company clients. At this time he was invited to become a visiting presenter at the Chartered Institute of Marketing, and this led to increased in-company work and in 1984 he resigned from the University to become a self employed marketing consultant.
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS
CONSULTANT TEAM RECOMMENDED:
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS
CONCEPTS AND TOOLS WILL BE USED DURING THE WORKSHOP
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
BRANDING PROMOTIONAL ACTIONS
1
2
3
4
5
CONSISTENT BRAND
COMMUNICATIONS
BRAND COMPONENTS
BRAND PERSONALITY
BRAND POSITIONING
INSIGHT COMPETITIVE BRAND ANALYSIS
MARKET RESEARCH
BRAND ESSENCE
BRAND ESSENCE
BRAND COMPONENTS & BRANDING GUIDELINES
CONSISTENT BRAND COMMUNICATIONS
Brand Equity
The Campaign
Local Tactics Global Tactics
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
CORPORATION Policy, Mission & Objectives
DIVISION / AREA Objectives
SUBSIDIARY COMPANY Market Audit
SUBSIDIARY COMPANY Product Portfolio Audit
SUBSIDIARY COMPANY Key Assumptions, Strategy, Objectives
MARKET AUDIT PRODUCT AUDIT
SEGMENTATION POSITIONING
SWOT ANALYSIS
PRODUCT OBJECTIVES PRODUCT STRATEGY
MARKETING MIX SELECTION
MARKETING STRATEGIES MARKETING ACTIONS
IMPLEMENTATION & CONTROL
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
MARKETING PLANNING PROCESS FLOW CHART
OPPORTUNITY ANALYSIS:
Environmental Analysis Market Definition
Quantification & Prioritization Segmentation
CAPABILITY ANALYSIS:
Product Assessment
Company Assessment
CRITICAL SUCCESS FACTORS
STRATEGY Measurements
Tactics
OPERATING PLAN
QUANTIFIED
S.W.O.T
© 2016 TTM Associates Ltd. / All Rights Reserved
BACKGROUND & INTRODUCTION
CHANGING PHARMA WORK
COMPETITIVE ANALYSIS
COMPETITIVE MAPPING
STAKEHOLDERS MAPPING &
SEGMENTATION
PRODUCT REVIEW
CRITICAL
SWOT
© 2015 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
PEOPLE SUFFERING FROM
CONDITION
UNAWARE OF CONDITION
AWARE OF CONDITION
DO NOT SEE DOCTOR
YES SEE DOCTOR
RECEIVE
INCORRECT DIAGNOSIS
RECEIVE
CORRECT DIAGNOSIS
ARE NOT PRESCRIBED MEDICATION
ARE PRESCRIBED MEDICATION
USE
COMPETING PRODUCTS
USE
YOUR PRODUCTS
STOP TAKING PRODUCT
CONTINUE TAKING PRODUCT
CONVENTIONAL MARKETING FOCUSES ON INCREASING
MARKET SHARE
PATIENT FLOW - GENERIC MODEL MARKETING AND BRAND
BUILDS THE MARKET
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
STAKEHOLDERS ANALYSIS ( BEFORE COMPETITORS ENTRIES )
‘NEURAL’ ‘FAVOURABLE’ ‘ADVOCATES’ LO
W
HIG
H
NEGATIVE POSITIVE ATTITUDE
INFL
UEN
CE
HEALTH AUTHORITY
REGULATORY AUTHORITIES
MEDICAL MEDIA
GP’s
PHARMACISTS
WHOLESALERS
POLITICS MEDIA
PATIENTS
PATIENT SOCIETY
PSYCHIATRIST
( KOL )
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2014 TTM Associates Ltd. / All Rights Reserved
BACKGROUND & INTRODUCTION GENERIC VS. BRANDED PRODUCTS
COMPETITIVE ANALYSIS COMPETITORS MAPPING
STAKEHOLDERS MAPPING & SEGMENTATION PRODUCT REVIEW
CRITICAL SWOT
BUILDING BRANDS IN
PHARMA INDUSTRY
PRODUCTS STRATEGIC VISION
PRODUCT STRATEGY TARGET CUSTOMER & POSITIONING
PRODUCT COMMUNICATION STRATEGY
MARKETING PROMOTIONAL TOOLS
MARKETING PROMOTIONAL TOOLS
© 2016 TTM Associates Ltd. / All Rights Reserved
PRODUCT
Benefits - Position
Advantages - Benefits
Quality - Reliability
Styling
Branding
Packaging
Delivery
Warranty
Support
Bundling
PROGRAMMING THE MARKETING MIX PRICE
List Price
Discounts & Contracts
Terms of Payments
Credit Terms
PLACE
Channels
Coverage
Locations
Inventory
Transport
Delivery
PROMOTION
Public Relations
Advertising
Sales Promotions
Direct Mail
Sales Organization
Digital Marketing
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2014 TTM Associates Ltd. / All Rights Reserved
© 2016 TTM Associates Ltd. / All Rights Reserved
Sale
s A
nd P
rofit
Vol
ume
€
THE PRODUCT LIFE CYCLE
Time
Break Even Time
Introduction Growth Maturity Decline
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
LOSEC TO NEXUM Therefore:
AZ was not able to create sufficient transfer Losec-Nexium
prior to patent loss Losec.
- Nexium achieved only 62% of Losec peak sales.
- From 1999 to 2004, The total AZ sales in GI remained flat,
at the best.
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
THE RISE AND DECLIINE OF TAGAMET
70’s SKF Introduces TAGAMET
H2 Blocker Technology Reducing Gastric PH Thus Enabling Ulcer
Healing
Although Not A Cure, Only Alternative To Gastro-Tectomy
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
BUT GLAXO WORKS ON THE ISSUES ... Glaxo Introduces
The First An Enhanced Blocker
“Ranitidine”
Single Dose Product
No Known Side Effects
Mar
ket
Sha
re %
Time
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
“ In the factory we make chemicals but in the store we sell hope ”
Charles Revson of REVLON
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
Ads should win sales not awards. Good ads are impactful, differentiating, campaignable and consistent.
THE COMMUNICATION PRINCIPLES
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
THE JOURNEY ... REMEMBER, THE CONSUMER IS ON A JOURNEY …
BLOCKAGE CAN OCCUR AT ANY POINT.
Through The Journey, NEEDS Change
Through The Journey, ATTITUDE Change
Symptom Awareness
Seeking Solutions
Brand Trial
Brand Preference
Brand Advocacy
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
WHAT IS A BRAND ? Brand are at the centre of all associations that you have of products,
companies and their people.
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
Salt is Salt is Salt ...
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
POSITIONING HAS TO BE BASED ON A CLEAR AND FOCUSED PROPOSITION This proposition can’t be 3 things, claim ownership of your strongest value / promise
COKE claims … It’s the ‘Real Thing’
PEPSI claims … It’s better tasting! ( and the choice
of a new generation )
7UP claims … It’s cool to be clear ( the UNCOLA )
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
POSITIONING HAS TO BE BASED ON A CLEAR AND FOCUSED PROPOSITION This proposition can’t be 3 things, claim ownership of your strongest value / promise
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS
© 2016 TTM Associates Ltd. / All Rights Reserved
SCIENCE IMPACTING AND SHAPING OUR LIVES Providing an engaging experience that demonstrates how
science impacts and shapes our lives
Relevant Science
Unusual & Unique
Engaging Fun
Enriching Place To Bond
PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS