WHO IS THIS COURSE FOR?

This intensive course two day course is designed for Pharma/Healthcare executives who are:

  • Currently in roles which involve marketing or selling Specialist/Hospital products/services
  • Newly appointed to Hospital/Specialist marketing or selling roles
  • Researching the Hospital/Specialist Sector
  • Aiming to get into a Hospital/Specialist marketing or sales role
  • New to the Australian Healthcare system

This course is applicable to all levels of Pharma Sales and Marketing experience - for example:

  • Brand or Marketing Managers
  • Marketing Directors
  • Sales Managers and Representatives
  • Key Accounts Managers
  • Market Research/Customer Insights Managers

Note: Fundamentals of pharmaceutical marketing will not be covered in this course. Although not a pre-requisite, the APMRG recommends the "Introduction to Pharma Marketing" training course for those looking to improve their understanding of the Pharma Marketing role.

COURSE OBJECTIVES & BENEFITS

This concentrated two day course is designed to provide an overview of Hospital & Specialist Marketing and an understanding of the key concepts specific to marketing products in the Hospital Sector for Australia. The course is aimed at executives with a background in sales or marketing looking to apply their skills to the Hospital/Specialist sector. 
At the end of this course you will:

  • Expand your understanding of the role of hospitals in the healthcare system
  • Appreciate the complexities of hospital and drug funding
  • Understand the formulary approval and tender management processes
  • Identifying the risks in project implementation and completion
  • Plan effective pricing and promotional strategies
  • Value and realise the best practice steps involved in launching a new hospital product
  • Understand how to prepare for increasing competition within the hospital environment
  • Know which data sources will assist you to monitor success within the hospital environment
  • Understand how all the parts of the healthcare system are inter-related i.e. Consumers, Primary Care, Hospitals and Long term

PROGRAM

DAY 1

Session One: Why Hospitals?

  • Role of hospitals in the Australian Healthcare System
  • Organisational/political structure of hospitals
  • Roles and responsibilities of key hospital personnel
  • Patient flows in the Australian Healthcare System
  • Potential impact of the current reforms

Session Two: Hospital Funding

  • Funding of public and private hospitals
  • Impact of Hospital Networks & Health Insurers
  • Funding of pharmaceuticals for hospitals (S100, S85, CPAP, SAS)
  • Inpatient vs. Outpatient use - who pays?

Session Three: Mechanisms in monitoring and containing pharmaceutical costs in hospitals

  • The hospital supply chain
  • The purchasing and inventory management systems of hospitals
  • Role of the hospital pharmacy in decision making
  • The hospital formulary process
  • Tender management
  • Potential impact of PBS price disclosure provisions

Networking Drinks & Course Dinner

DAY 2

Session Four: Effective lifecycle management of hospital products

  • Essential pre-launch planning of new hospital products
  • Key steps in launching new hospital products
  • Preparing for increasing competition i.e. generic entrants
  • Key data sources for monitoring success in the hospital environment

Session Five: Ensuring success in the hospital environment

  • The most effective Specialist promotional tactics
  • Pulling it all together - a checklist for successful selling and marketing
  • Critical levers to Specialty marketing success

PAST PARTICIPANTS

Below is a non-exhaustive list of healthcare executives who participated in this training course:

Associate Brand Manager - Neuroscience --- AstraZeneca

Product Manager --- Bayer Australia

National Sales Manager General Medicine --- Bayer Australia

Sr.Associate,Decision Support(ANZ) --- Biogen Idec

Business Unit Manager --- Boehringer Ingelheim

International Sales Manager --- Clinect

Regional Business Manager --- CSL Biotherapies

Associate Brand Manager --- CSL Biotherapies

Brand Manager --- GlaxoSmithKline

Assoc. Director --- GlaxoSmithKline

Brand Manager --- Grunenthal

Medical Copywriter --- H&T

Brand Manager --- Invida

Product Manager --- Lundbeck Australia

Associate Brand Manager --- Merck Sharp & Dohme

Product Manager --- Merck Sharp & Dohme

Sales Manager --- Merck Sharp & Dohme

Strategic Planning Manager --- Novartis

Senior Product Manager --- Nycomed

Key Account Manager --- Pfizer

Brand Manager --- Roche Products

National Manager - Hospital Channel --- Sanofi Aventis

Key Account Manager --- Sanofi Aventis

TESTIMONIALS

"…Excellent course - broad range of topics, high quality speakers and in-depth insight " - Key Account Manager, Pfizer
"… I think that all specialist sales representatives should attend …" - Regional Sales Manager , CSL Biotherapies
"…Great intro to hospitals from both a sales & marketing perspective" - Associate Director (S&M), GSK
"…Extremely relevant - good use of time and good presenters" - Associate Brand Manager, MSD
"Good course for GP sales managers & sales staff or GP marketers moving to hospital environment" - Sales Manager, MSD
"... overall a great course with quality presentations & presenters" - Product Manager, Bayer
"… good course for account directors and planners developing target specific-tactical plans…" - Senior Medical Writer, H&T
"…offers a broad overview which provides scope & contacts to gain more specific answers - excellent course " - Business Unit Manager, Boehringer Ingelheim

COURSE DATES & VENUES

Dates: TBC
Venue: The Westin or Sheraton on the Park, Sydney NSW
Note - venue to be confirmed and registrants advised closer to the event date (usually 2-4 weeks prior)

Please note: If necessary, the APMRG may modify the program, venue/date.
To obtain the course brochure (pdf) or further course details please contact us.

YOUR INVESTMENT

Earlybird (until TBC) - Standard pricing: $4,474 + GST. APMRG Member discount pricing: $3,974 + GST. 
After earlybird (after TBC) - Standard pricing: $4,974 + GST. APMRG Member discount pricing: $4,474 + GST. 
Includes all meals and course dinner. Accomodation or travel costs are not included. Credit card fees & charges apply.

REGISTRATION

Please click the button below to register for TBC 2017.