Management development program
«Competitive marketing strategy and marketing excellence»

Program experience and impact

The program is based on action-oriented learning to experience the challenge of managing and
developing mature brands and new products. Captivating workshop sessions and engaging case
studies complement the simulation and allow participants to gain knowledge and adapt
behavior
through experiential learning. The participants will be able to understand better competitor
strengths and weaknesses, to identify crucial business shifts; they will gain important
insights
into the process of value creation and the management tools for sustaining and securing a
share
of the value created.

Program duration and content

  • 3 days training program
  • Portfolio management
  • Customer segmentation
  • Positioning your offering or brand
  • Customer — centric marketing strategies
  • Market access & payer environment
  • Marketing mix that best fits your goals
  • Multi-channel marketing management
  • Maximizing return on investment in marketing

Program overview

This advanced marketing management program is based on the CentrX business simulation. By
exploring the most modern concepts of marketing strategy and the tools of contemporary and
multi-channel marketing management this program will equip the participants with marketing
strategy know-how and new practical skills. The participants will learn how to develop and
implement customer-centric and competitively dominant marketing strategies vital to business
success of their business units and companies.

Who should attend

This advanced management development program is designed for general managers, business unit
directors, experienced senior and middle level marketing and brand managers of
pharmaceutical
and other healthcare companies.

Agenda «Competitive marketing strategy and marketing excellence»

centrx-logo
SIMULATION FOCUS:

Manage two brands in specialty care + primary care environment (one disease area).

Maximize market performance & customer satisfaction for 5 years against four diverse competitors & generic competition.

Day 1
Introduction
Day 2
Review / Debrief
Day 3
Review / Debrief
Winning Marketing Strategy
review of the latest strategy insights and approaches
Customer Segmentation
and Customer Centricity

Session and Exercises
Multi-Channel Marketing
Session and Exercises
Lunch Lunch Lunch
centrx-logo
Simulation Round 1
centrx-logo
Simulation Round 1
centrx-logo
Simulation Round 1
Content is aligned with real-life situation and examples. Market Access & Payer Environment
Session and Exercises
Portfolio Management
Sessions and Exercises
Make it happen in real life
Group Session
Free Evening Group Dinner Final Debrief & Closing
Action/Activity Code
Learn
Practice
Apply
centrx-logo
SIMULATION FOCUS:

Manage two brands in specialty care + primary care environment (one disease area).

Maximize market performance & customer satisfaction for 5 years against four diverse competitors & generic competition.

Content is aligned with real-life situation and examples.
Day 1
Introduction
Winning Marketing Strategy review of the latest strategy insights and approaches
Lunch
centrx-logoSimulation Round 1
Market Access & Payer Environment Session and Exercises
Free Evening
Action/Activity Code

Learn
Practice
Apply

Day 2
Review / Debrief
Customer Segmentation and Customer Centricity Session and Exercises
Lunch
centrx-logoSimulation Round 1
Portfolio Management Sessions and Exercises
Group Dinner
Action/Activity Code

Learn
Practice
Apply

Day 3
Review / Debrief
Multi-Channel Marketing Session and Exercises
Lunch
centrx-logoSimulation Round 1
Make it happen in real life Group Session
Final Debrief & Closing
Action/Activity Code

Learn
Practice
Apply

CentrX simulation is adjusted to focus learning on the following key areas

Market Access & Payer Environmen

Analyze payer environment, identify opportunities and learn from a deep dive into one challenge or combine multiple

Launch
of new
product

Already
established
brand

Mature
conventional
drug

Customer Segmentation and Customer Centricity

Learn from focusing on a few key groups or create a diverse stakeholder environment

Prescribers

Patients

Payers

Key Accounts

Pharmacists

Portfolio Management and Multi-Channel Marketing

Learn from making a range of decisions from strategic planning to tactical execution.

Marketing
strategy

Marketing
tactics

Account
Mmnt

Market
access

Value
delivery

Customer
insights

Innovation

The participants will learn how to match brand strategy and multi-channel marketing tactics to stakeholder insights

program-laptop

Delivery Team

Igor Balabushkin
Managing Partner at Vivanti
More than 20 years experience in healthcare industry, provides expert advice and helps to develop strategic vision
Laurent Bonnier
Managing Partner at STRATX
Member of the STRATX Group Board of Directors, working principally with clients in Europe and the Asia Pacific Region
Alan Slavik
Director at StratX
Over fifteen years of experience in international marketing and sales with a focus on product development and new product launches

Registration