2019 - 2020 TRAINING PROGRAMME

Webinar:
Market Understanding & Patient Journey

Marcel Slavenburg
Senior Director, SKIM

Richard Kunzmann
Associate Director, Immuno-Oncology Insights Bristol Myers Squibb

Kirsty Page
HRW - Associate Director and a member of the OR:BIT team

Outline Market Understanding and Patient Journey Studies
In an increasingly complex marketplace pharmaceutical companies face many challenges when launching and marketing their (new) products or label extensions in a competitive landscape; suitable market research methodologies are required to support decision makers.

This webinar will focus on:

• Rationale for brand building in pharma - positioning and developing messages for healthcare products
• Fundamental differences between positioning and messaging and consequences for designing market research
• Testing positioning and messaging in the product life cycle and methods
• Business cases: Good and bad practice for positioning and message research

This webinar will focus on:

• Concept and message testing is not as simple as it used to be. A concept is no longer just an ad, and a set of messages are no longer designed largely to just feed a detail aid. They are now an expression of the brand that will need to translate across multiple channels,  touchpoints and customer segments.
• With this in mind are you going about your research in the right way?  Are you testing concepts and messages within the correct context and in consideration of how they will be used in today’s digital world?

This training is designed to help you better understand new thinking and best practice in this space.  You will hear, not just from expert brand and communications researchers, but also from a representative of the creative teams who work so hard to develop the ideas we test.  No matter how much communications research you have done in your career so far, we hope you will come away with fresh ideas and a new perspective for 2020.

Basic Knowledge – Maximise your profit through a thoughtful segmentation  

This webinar will project you into the world of the segmentation. To set up the context, we will see what a segmentation research is. Then, we will discuss the different reason to segment your market. And, ultimately, we will detail the key steps of a successful segmentation to bring it to life for marketers and sale teams.

Daniel Cadoni
Associate Consultant, IQVIA Consulting

Title: Performance tracking throughout the lifecycle of a drug

Synopsis:
We have shown that the first 6 months after the launch of a product are crucial to future success and often determine the sales trajectory of the product1. Continuous performance tracking that allows for rapid course correction is key and still not well established with many companies.
The webinar will focus on general best-practices and outline how companies will be able to improve their tracking in a tangible and impactful way.
https://www.iqvia.com/library/white-papers/launch-excellence-v

Audience:
This webinar will be of interest to any level of the organisation, whether they are going to be involved in post launch performance tracking in the near future or wanting to understand the principles for future reference.