Advancing Marketing Execution ™

ADVANCING MARKETING EXECUTION ™, or “AME”, focuses on implementation of the plan in a highly dynamic pharmaceutical and medical device marketplace, continuing on from where most marketing and planning programs stop. Customer access is becoming increasingly difficult for the sales force all over the globe. Ironically, even as sales forces are reduced, the pressure also has never been greater to communicate with customers and build share of voice cost effectively. And embracing new technologies such as the internet, while being done extensively in less regulated industries, remains a challenge for most pharmaceutical companies. Pulling all these challenges together into a cohesive whole, aligned to brand strategy, is the main outcome of AME.

Learning Objectives:

  • Become much more disciplined and rigorous in developing campaigns that build customer value and do not waste company resources (time, people, investment)
  • Learn to be more strategic through development of sustainable and differentiated promotional campaigns
  • Better manage marketing agencies and other vendors effectively, keeping them focused on the strategy and implementation plan
  • Budget and monitor all the elements of the plan to stay on target, on time
  • Ensure that key implementers of the promotional campaign and plan are motivated and committed to successful execution

Audience:

  • Pharmaceutical product or brand managers
  • Medcial device and other medical product or brand managers
  • Marketing associates or assistant product managers
  • High-potential candidates being developed for future moves into marketing position
  • All those in marketing responsible for developing and managing implementation of marketing plans and programs