Excellence in Product Marketing - A Case Study

This case study will provide the participants the opportunity to Market a fictitious product for a fictitious company. Participants will be involved from the very beginning of the lifecycle management process by determining the best Strategy and Positioning for their brand. This strategy will then be applied to the Foundation elements of a Marketing Plan (Drug Development, Thought Leader Development and Publication Planning). Participants will learn how this foundation sets up their entire tactical plan. Branding, creative and tactical development will be determined in the context of this case.

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Strategic Decisions in Pharmaceutical Marketing

This program on Strategic Decision making shall assure that each participant begins the educational journey from the same strategic knowledge base. There are certain key strategic decisions that must be made during the lifecycle of a brand. Many times the proper decision is "No". The essence of strategic thinking is deciding what not to do. You cannot be all things to all people. We will discuss the decisions that must be made and do it in a way that is fun and practical.

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Branding and Creative Development

Participants will learn how the key branding elements as well as the creative development process. Participants will learn the value of a Creative Blueprint and the development of the Brand Personality. In addition, the participants will understand how to give good creative direction and how to evaluate creative concepts from their Agency. Finally, the participants will understand how to provide productive feedback to their agency.

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Optimization of your Agency Investment

To enhance the participants skill level in optimizing their marketing communications agency investment by providing knowledge, methods and processes that enhance accountability and increase communication. The objective is to try and develop a positive relationship with your agency.

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Positioning Wargame Workshop

In this program we will facilitate a two-day workshop to assist a Brand Team in determining the Key Differentiators (those facts that set them apart from the competition that are important to the target customers). We will use our “Buying Criteria” Model to assist in this process. The participants will discover the #1 differentiator and then develop key messages to support that differentiation. In addition, the competition’s winning attributes will be discovered so that the participants can decide if they want/need to “Block” the competitive advantages.

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