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.


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



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


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


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


"…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


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.


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.


Please click the button below to register for TBC 2017.