The pharmaceutical market is undergoing significant change. On the demand side, there are shifts in power between different types of customers (physicians, patients, payers), and changing expectations towards the industry. On the industry side, cost pressures and thinning pipelines trigger mergers and acquisitions, while changes in technology, regulation and globalisation favour the entry of new competitors.

Competition from generics and pricing pressures in the healthcare market continue to create pressures for reduction in costs in all parts of the pharmaceutical value chain. The loss of patent protection will generally result in a 50 percent drop in sales over a period of two years. Thus, pharma companies embark on various strategies, limited though they may be, to meet with these challenges that may encompass aggressive marketing and promotions, partnerships and mergers and diversity in product development. Economic forces too are a catalyst in the burgeoning industry, in particular, the fact that the governments are spearheading all efforts in a bid to cap healthcare spending whilst insurance giants are pushing for the declassification of certain prescriptions.

Pharma Product Lifecycle Management professional training course from Marcus Evans offers the essential product portfolio strategies, planning & operation best practices, creative approaches in brand loyalty building, marketing ROI econometric models, and practical problem solving skills that will benefit those bridging marketing and sales functions. These workshop modules are carefully allocated to promote creative thinking, improving late phase pharmaceutical product lifecycle management and its quality to maximize sales figures. It encompasses current hot issues and strategic solutions to various challenges encountered in product lifecycle management: implementation, retaining brand loyalty, influencing prescribing behavior, exploration of new line extension strategies, portfolio management etc.

About the trainer:

Professor Carolyn Fleming is a full-time Professor of Marketing for Saint Joseph's University’s MBA, MIM and Pharmaceutical Marketing Programs. She teaches in both the graduate and undergraduate Pharmaceutical marketing and International Marketing departments. She joined Saint Joseph's after a 15- year career in sales and marketing both domestically and globally, primarily in the pharmaceutical industry. As a Professor of Marketing, her research focuses on health outcomes from different promotional channels especially DTP and DTC, and on the Pacific Rim, particularly in the healthcare and pharmaceutical sector. Apart from being the faculty advisor to student pharmaceutical organization, PILOT, Professor Fleming’s dedication was recognized when she was awarded for outstanding Teaching Award this year.

Event name: Optimising Pharma Product Lifecycle: Revitalising the "Cash Cow" (Intermediate- Advanced)
Event Date: 3-4 Dec 2007
Location: Le Meridien, Singapore
Contact: Ms Tan Peng Pheng (Marketing)
Tel: 00 603 2723 6614
E-mail: TanP@marcusevanskl.com
Weblink: http://www.marcusevans.com/html/eventdetail.asp?eventID=13175&SectorID=31&divisionID