Managing Brands Regionally and Selling Locally: Efficient Marketing Matrix and Processes in Pharma
Who is it for?
This workshop is designed for Global & Regional Business Unit Heads, Global & Regional Product Managers and Marketing Coordinators, Marketing Excellence Managers in the pharmaceutical industry
What business issues will we address?
We all know that we are living in a world that is more global than ever before, thanks to the internet and easy communications. However, most pharmaceutical companies have established regional organisations to coordinate and oversee operations taking place in groups of countries. For a large number of reasons, regional marketing activities may deviate to small or high degree from the global marketing strategies determined by the headquarters. There are good and valid reasons from that, for instance: different portfolios or product life-cycle, different regulatory environment, competitors, medical practices, pricing and distribution channels. For efficiency and productivity reasons, companies try to regionalise their marketing. This represents a fair balance between truly global and purely local marketing but poses number of coordination challenges, which this workshop will review, analyse and propose solutions.
What will I be able to do after participating?
As a result of participating in this workshop, you will be better able to:
- Establish (or improve an already existing) a Regional Business Unit in the pharmaceutical industry
- Manage a Regional Marketing matrix that generates great efficiency and people motivation
- Develop genuine and profitable cooperation with your local Marketing & Sales groups
- Maximise the value of your brands regionally
- Improve ROI of your marketing investments
- Leverage successful local experiences regionally
- Nurture cross-fertilisation among countries
- Realise savings through regional investments and harmonised practices
