In sales and marketing organisations, there are staff who do not work directly in marketing, yet they need to work closely with and understand the marketing function.  This programme is aimed at such individuals or those considering whether they would like to move into a role in marketing.  The workshop is an overview of the role of a marketer in a healthcare company.

Introduction to Marketing

• What is marketing
• Who does marketing interact with
• Who does marketing

Market Analysis

• Defining the market
• Market share and market growth
• Market segmentation
• Environmental and competitive issues
• Market research
• Key assumptions

Product

• The marketing mix:  product, price, place, promotion
• Indications, patient, launch date, lifecycle
• SWOT analysis

Objectives

• Marketing and financial objectives
• Forecasting

Strategies

• Communication, pricing positioning strategies

Promotion

• The promotional mix and the buying cycle
• Sales force, advertising, direct mail, direct to consumer, promotional materials, public relations