Marketing Healthcare Products

If you are a marketing, sales, or general management executive at a medical device maker, pharmaceutical company, biotech company, or other company that markets its products  to medical providers, this program is designed for you. This course is relevant to product  or brand managers, business development executives, market and product researchers/  planners, marketing communications executives, advertising and public relations  executives, and medical product consultants.

In this program you will:

1. Learn how to track the trends, ideas and innovations that will reshape healthcare and healthcare products
2. Develop a framework for customer value disciplines, and learn how these disciplines can serve as the basis of a firm’s marketing strategy
3. Assess approaches for making better strategic growth decisions
4. Strengthen negotiating skills
5. Create a new products/services strategy based on an effective marketing plan
6. Explore how leading medical product companies have developed successful relationships targeting identified customer segments
7. Analyze brand-building strategies and learn how to measure brand equity
8. Learn how important non-market factors can be to marketing strategies
9. Review how critical strategic alliances are to all aspects of healthcare and how these structures can be used to achieve strategic objectives

Shaping Market Evolution

1. Evaluate, build, leverage and rejuvenate the strategic long-term essence of brands
2. Uncover key insights on customer loyalty to overcome competition

Learning from the Customer

1. Gain insight into what your customers value through analysis of customer characteristics and trends
2. Develop customer-focused strategies, products, and services via data mining and analytical customer segmentation

Positioning Your Product to Win

1. Understand how effective brand associations are made and how to convey a new image
2. Examine the behavioral dimensions of positioning

Creating a New Products Strategy

1. Learn the seven keys to strong new product development processes
2. Evaluate strategic options for launching new products in established and emerging categories

Analyzing Investment Decisions

1. Discover how good decisions combine financial analysis, a deep understanding of the market and strategic thinking
2. Learn the key factors to be considered when evaluating a product development investment

Strategic Alliances: Developing Successful Interorganizational Relationships

1. Create and manage strategic alliances such as joint ventures, vertical and horizontal integration, licensing agreements, buyer/ supplier partnerships and mergers

Stakeholder Marketing: Politics, Public Perceptions and Managing Brand Crises

1. Anticipate how non-market interests may influence within the market environment
2.  Acquire a framework and tools to assist managers in non-market analysis and managing in a brand crisis

Values-Based Leadership in Healthcare Marketing

1. Learn how to build solid customer relationships and deliver outstanding customer service
2. Uncover why good customer relationships stem from values ingrained within an organization’s corporate leadership and culture

Defensive Strategy

1. Review tactics needed to respond to a competitive attack, including the framework for planning a defensive effort

Negotiating Productive Agreements/Conflict Resolution

1. Gain insight on reaching agreements with other employee groups, outside agencies, vendors and customers
2. Plan, simulate, negotiate and receive feedback in a negotiation exercise Intellectual Property Strategy
3. Examine ways in which intellectual property rights can help your product maintain its niche in the marketplace and ward off competitors

Healthcare Reform: What are the Implications for Your Business?

1. Explore the current legislation reshaping healthcare and discuss some of the implications for both providers and suppliers in the field

Joel Shalowitz - Academic Director; Clinical Professor of Health Industry Management; Director of the Health Industry Management

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

James Gerard Conley - Clinical Professor of Technology

Daniel Diermeier - IBM Professor of Regulation and Competitive Practice; Director of the Ford Motor Company Center for Global Citizenship

Julie Hennessy - Clinical Professor of Marketing

Ed Hughes - Professor of Management & Strategy; Professor of Preventive Medicine, Feinberg School of Medicine (Courtesy)

Harry M. Kraemer - Clinical Professor of Management & Strategy

Leigh Thompson - J. Jay Gerber Professor of Dispute Resolution & Organizations; Director of Kellogg Team and Group Research Center; Professor of Psychology, Weinberg College of Arts & Sciences (Courtesy)

Russell Walker - Clinical Associate Professor of Managerial Economics & Decision Sciences; Associate Director of the Zell Center for Risk Management

Edward Zajac - James F. Bere Professor of Management & Organizations; Chair of the Management & Organizations Department; Director of Kellogg’s Center for Strategic Alliance Research