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Marketing in the Healthcare Industry
(3-5 Day Workshop)
This workshop is aimed at the following people:
- New to a marketing role.
- New to marketing in the healthcare industry.
- In marketing role but without any formal marketing qualification or training.
- In a marketing role and wishing to up skill and learn some new techniques.
Marketing Overview
- What is marketing
- Relationship with sales
- Who is involved in marketing
Market Analysis
- Defining the market
- Market share and market growth
- Market segmentation
- Environmental and competitor issues
- Market research, uses, benefits and how to conduct it
- Key assumptions
Product
- Indications
- Patent
- Launch
- Lifecycle
- SWOT analysis
- Critical success factors
Marketing Mix
- Product
- Price
- Place
- Promotion
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Objectives
- SMART objectives
- Marketing objectives
- Financial objectives
- Forecasting
- Measures of success
Strategies
- Communication
- Pricing
- Positioning
Promotional Campaigns
- The promotional mix
- The buying cycle
- Communication channels
- Sales force, benefits and needs
- Advertising, direct to the consumer, direct mail, promotional material
- Public relations
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