Hospital and Specialist Pharma Marketing
Two Day Course
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.