OTCs: Fundamentals of Patient and Consumer Marketing Communications

    

Who is it for?

This workshop is designed for Marketing Managers, Product Managers and Brand Managers, Advertising & Communication Managers in the pharmaceutical industry

What business issues will we address?

There is a growing pressure from authorities to “empower” patients and switch costs to them. At the same time, pharma is keener to rescue suitable brands in market segments less prone to generic competition. Thus, no surprise, OTC is on the rise! However, most pharmaceutical companies have little or no experience in marketing medicines to the end consumer. Consumer Healthcare marketing requires different approaches in all aspects of the Marketing Mix. Pharma can learn a lot from experiences from non-healthcare consumer industry. This workshop will examine and review with you winning approaches for your patients and consumers marketing communications.

What will I be able to do after participating?

As a result of participating in this workshop, you will be better able to:

• Understand and interpret the healthcare and pharma market trends
• Identify suitable strategies when marketing Consumer Healthcare products
• Shape a winning OTC Product Positioning
• Select the most appropriate marketing mix for your Consumer Healthcare brands
• Engage consumers in building your brand equity
• Plan for effective communications towards the pharmacists and the general public in a highly networked environment
• Launch a highly effective action plan for your Consumer Healthcare business