Hospital and Specialist Marketing

Hospital & Specialist Pharma Marketing

Who is this Course For?

This intensive course two day course is designed for Pharma/Healthcare executives who are:

Currently in roles which involve marketing or selling Specialist/Hospital products/services
Newly appointed to Hospital/Specialist marketing or selling roles
Researching the Hospital/Specialist Sector
Aiming to get into a Hospital/Specialist marketing or sales role
New to the Australian Healthcare system

This course is applicable to all levels of Pharma Sales and Marketing experience - for example:

Brand or Marketing Managers
Marketing Directors
Sales Managers and Representatives
Key Accounts Managers
Market Research/Customer Insights Managers

Note: Fundamentals of pharmaceutical marketing will not be covered in this course. Although not a pre-requisite, the APMRG recommends the "Introduction to Pharma Marketing" training course for those looking to improve their understanding of the Pharma Marketing role.

Course Objectives & Benefits

This concentrated two day course is designed to provide an overview of Hospital & Specialist Marketing and an understanding of the key concepts specific to marketing products in the Hospital Sector for Australia. The course is aimed at executives with a background in sales or marketing looking to apply their skills to the Hospital/Specialist sector.

At the end of this course you will:

Expand your understanding of the role of hospitals in the healthcare system
Appreciate the complexities of hospital and drug funding
Understand the formulary approval and tender management processes
Identifying the risks in project implementation and completion
Plan effective pricing and promotional strategies
Value and realise the best practice steps involved in launching a new hospital product
Understand how to prepare for increasing competition within the hospital environment
Know which data sources will assist you to monitor success within the hospital environment
Understand how all the parts of the healthcare system are inter-related i.e. Consumers, Primary Care, Hospitals and Long term

Program:

DAY 1

Session One: Why Hospitals?

Role of hospitals in the Australian Healthcare System
Organisational/political structure of hospitals
Roles and responsibilities of key hospital personnel
Patient flows in the Australian Healthcare System
Potential impact of the current reforms

Session Two: Hospital Funding

Funding of public and private hospitals
Impact of Hospital Networks & Health Insurers
Funding of pharmaceuticals for hospitals (S100, S85, CPAP, SAS)
Inpatient vs. Outpatient use - who pays?

Session Three: Mechanisms in monitoring and containing pharmaceutical costs in hospitals

The hospital supply chain
The purchasing and inventory management systems of hospitals
Role of the hospital pharmacy in decision making
The hospital formulary process
Tender management
Potential impact of PBS price disclosure provisions

Networking Drinks & Course Dinner

DAY 2

Session Four: Effective lifecycle management of hospital products

Essential pre-launch planning of new hospital products
Key steps in launching new hospital products
Preparing for increasing competition i.e. generic entrants
Key data sources for monitoring success in the hospital environment

Session Five: Ensuring success in the hospital environment

The most effective Specialist promotional tactics
Pulling it all together - a checklist for successful selling and marketing
Critical levers to Specialty marketing success

Please note: if necessary, the APMRG may modify the program, venue/date

Course Dates & Venues:

Dates & Registration:

9 - 10 May, 2012 Click here to register for 9-10 May 2012.- Registration Closed

24 - 25 October, 2012 Click here to register for 24-25 Oct 2012.

Venue: Sheraton on the Park or The Westin, Sydney NSW

Note - venue to be confirmed and registrants advised closer to the event date (usually 2-4 weeks prior)

Your Investment:

Earlybird* - APMRG Members: $3,474 + GST. Non-Members: $3,974 + GST

After earlybird - APMRG Members: $3,974 + GST. Non-Members: $4,474 + GST

Includes all meals and course dinner. Accomodation or travel costs are not included. Credit card fees & charges apply

*For details about earlybird timing see registration links above for each course date

Download Course Details via PDF Click here

Testimonials

"…Excellent course - broad range of topics, high quality speakers and in-depth insight " - Key Account Manager, Pfizer

"… I think that all specialist sales representatives should attend …" - Regional Sales Manager , CSL Biotherapies

"…Great intro to hospitals from both a sales & marketing perspective" - Associate Director (S&M), GSK

"…Extremely relevant - good use of time and good presenters" - Associate Brand Manager, MSD

"Good course for GP sales managers & sales staff or GP marketers moving to hospital environment" - Sales Manager, MSD

"... overall a great course with quality presentations & presenters" - Product Manager, Bayer

"… good course for account directors and planners developing target specific-tactical plans…" - Senior Medical Writer, H&T

"…offers a broad overview which provides scope & contacts to gain more specific answers - excellent course " - Business Unit Manager, Boehringer Ingelheim