There are many ‘conventional wisdoms’ that drive practices in the marketing world and it can be difficult for an ambitious company to differentiate itself. Our seminars focus on areas where cutting edge practices can be implemented to achieve competitive advantage. Strategic Marketing Structuring The Market Pre-Launch Marketing Building Value Propositions - a process Strategic Selling Market Access

Strategic Marketing A comprehensive view of strategic marketing, which examines the conventional wisdom approaches that tend to be common practice in many companies, and sets directions that show how it is possible to go beyond that to achieve real competitive advantage. Typical topics include: • The structure of the market and patient flow • Building the Value Proposition • The three levels of positioning • Pre-launch marketing • Market access, pricing & reimbursement • The product launch • Brand building • Life cycle management • Managing the sales force

Structuring The Market Most companies analyse the market in similar ways using data from the same sources as their competitors. This seminar looks at ways of going into more depth to gain competitive advantage. Typical topics include: • The conventional wisdom approaches to market analysis • Identifying the dynamics and drivers of a therapy area. • Building the patient treatment pathways and therapeutic decision points • Who are the decision makers? • Achieving competitive advantage through therapy area analysis

Strategic Selling The concept of strategic selling is of interest when the customer is part of a complex organisation or when the sale is a significant event involving high value and/or long term usage and commitment. Sometimes this is called business development, which usually means selling to companies or medical professional organisations. This seminar is relevant where the selling process is complex and plays out over a period of time, probably involving a number of different influencers. The seminars can be tailored around specific customers and topics typically include: • Understanding buying influences • Using customer dynamics to your advantage, spotting opportunities and dangers • Managing the sales pipeline • Analysing and managing the customer relationship, building rapport

Market Access, Pricing & Reimbursement The achievement of market entry at an acceptable price has become one of the most contentious issues in the industry. Many companies now realise that they need to build expertise in this area as it is critical to success, and directly linked to the value that a particular product can add. Topics typically include: • Public policy, the philosophy of the key governments and their approaches to healthcare containment • Pricing dynamics - what can be achieved? What are the alternative strategies? • Payers - who are they? What are they thinking? • Market access - achieving reimbursement, building a value dossier