CUSTOMER-FOCUSED MARKETING FOR PHARMA PROFESSIONALS

Start DateTBD

Application DeadlineTBD

Program Fee$4,700 CDN

Price subject to change. Fee includesmeals and materials.

PROGRAM SCHEDULE

Customer-Focused Marketing for Pharma Professionals (CFMPP) offers aninnovative approach to pharmaceutical-specific marketing. Designed for pharma professionals with one to three years of experience, CFMPP aimsto expose pharmaceutical marketers to leading-edge frameworks focused oncustomer adoption. The results are marketers equipped with the tools to developand implement innovative customer-focused marketing strategies.

PROGRAM DETAILSCustomer-Focused Marketing forPharma Professionals is an intensive four-day program consisting of a series ofsessions designed to provide a comprehensiveview of changes in the pharma industry, aframework for analyzing the rapidly shiftingbusiness environment and a soundunderstanding of key marketing concepts.

The learning approach for the program includesa variety of interactive, pharma-industry caseworkshops, group project work andpresentations, lectures, and videos.

HIGHLIGHTED THEMESCUSTOMER-FOCUS:

The most successful marketing managers fromtop pharmaceutical companies have one thing incommon – in creating marketing plans, theyspend significant effort in seeing the world fromtheir customers’ eyes. Truly successful pharmamarketing begins by focusing on crucialcustomer insights – this concept is thecornerstone of the CFMPP program.

THE PHARMA-MARKETING MODEL:

The Pharma-Marketing Model is the overallframework that ties the CFMPP program together.By using this unique model, marketers leverageleading-edge tools to analyze the business environ-ment, the industry and the market – obtainingnew insight into what their brands can achieve.

EXECUTIVE PROGRAMS

apply online at: www.rotmanexecutive.com/open/pharma_marketing

DAY 1

Indicators of Change: Theemerging challenges facing thepharma industry

The Pharma-Marketing Model

Customer-Focus 1: Positioning

DAY 2

Customer-Focus 2: CustomerSegmentation

Customer-Focus 3: Buying Process

DAY 3

Analyzing the Competition

Finding your “fit”: Customer Valuevs. Company Capabilities

DAY 4

Marketing Mix: Creating non-traditional offerings that overcomebarriers to product adoption

Barriers to Effective Sales ForceImplementation

KEY TAKEAWAYS• Learn marketing frameworks that will help you

uncover the pitfalls to physician and patientadoption of pharmaceutical brands anddevelop a non-traditional marketing mix toovercome these hurdles;

• Gain a comprehensive understanding of themarket indicators that explain the current andanticipated changes in the pharmaceuticalindustry;

• Learn new ways to think – an essentialprerequisite for success in the evolvingpharmaceutical world;

• Explore best practices with your colleaguesfrom the pharma industry and develop newinsights that add value to your brands and toyour marketing teams; and

• Become a Rotman graduate. Participants whosuccessfully complete the program will receiveRotman certification.

TO SPEAK WITH A ROTMAN REPRESENTATIVE

Telephone416.946.3027

Fax416.978.5656

Emailexeced@rotman.utoronto.ca

Mailing AddressExecutive ProgramsRotman School of ManagementRotman South149 College StreetToronto, OntarioM5T 1P5

As we move through the chaotic business landscape of the early 21st century, one thing has become clear : success in this environment will be based on a continuum that begins with

the creation of new ideas – creativity – and culminates in the application of ideas, processes, products, and services that create value for an organization – innovation.

ROGER MARTIN / DEAN, ROTMAN SCHOOL OF MANAGEMENT

ACADEMIC DIRECTORS

David Dunne is an award-winning professor,academic director andexecutive educator at theRotman School ofManagement. Receiving hisPHD in Marketing from the

University of Toronto, David teaches marketing,advertising, leadership and branding to leadingcompanies in North America and Europe.

With extensive practical experience inPharmaceutical Marketing, his client list in thehealth care sector includes GlaxoSmithKline,Astra Zeneca, Roche, IMS Health, Grunenthaland Baxter Corporation.

Jas Parhar teachesHealthcare Marketing at theRotman School ofManagement. Receiving hisMBA from the Richard IveySchool of Business, Jasconducts executive

development seminars in Pharma Marketing inCanada, the U.S. and Europe. He also holds anundergraduate degree in pharmacy.

Jas has an extensive background in senior levelmarketing, consulting and sales at majorinternational pharmaceutical firms; includingNovartis, CIBA, GlaxoSmithKline and IMS Healthin the U.S., Canada, Mexico and India. He alsomaintains a part-time practice as a retail pharmacist.

WHY ROTMAN?Located in the heart of Toronto – North America’sthird-largest financial centre and one of the world’smost culturally-diverse cities – the University ofToronto’s Rotman School of Management hasset out to redesign business education for the21st century. Based on an innovative curriculumbuilt around Integrative Thinking™ and BusinessDesign™, Rotman develops business leaders whocan move beyond restrictive mindsets to designnew models for optimal business solutions.

With learning partnerships established across thecountry and around the world, Rotman

Executive Programs offer a diverse range oflearning opportunities from targeted open-enrolment to customized programs tailored tomeet the needs of organizations in Canada andabroad. All Rotman programs are grounded inunwavering academic rigour, taught by world-renowned faculty with real-world expertise andfocused on developing a vibrant community ofhigh-impact leaders.

WHO SHOULD ATTENDThis program is designed for professionals whohave been in a pharmaceutical marketing role forthree to five years. Ideal program participantswill include:

• Product Managers who have recently assumedbrand management responsibilities;

• Senior Product Managers who foresee changeshappening in the pharmaceutical industry, andwant to gain the skills that will help them succeedin the evolving pharmaceutical world; and

• Employees who have taken on marketingresponsibilities after success in other functionssuch as Sales, Market Research, ContinuingMedical Education (CME), and Medical andMarket Access.

apply online at: www.rotmanexecutive.com/open/pharma_marketing