DESCRIPTION
Healthcare Strategic Marketing is a 2 ½ to 3-day program focused on improving the skills and capabilities of commercial managers and staff in: market analysis and segmentation, market planning, objective setting and forecasting, positioning and targeting of offerings and communicating the unique value of products and services to physicians and other medical and healthcare professionals. In addition, the program will enable participants to improve the effectiveness of the marketing and commercial launch of new products and services.
KEY TOPICS
- Healthcare Market Drivers
- Market Leadership and Best Practices
- Market Analysis and Segmentation
- Competitive Analysis and Differentiation
- Optimizing the Marketing Mix to Drive Markets
- Pricing Strategies
- Gap Analysis and New Product Evaluation
- Marketing Objectives Strategies and Plans
- Implementing Marketing Plans
KEY OUTCOMES FOR PARTICIPANTS
- Understand worldwide healthcare market trends and their impact on hospitals, physicians, medical products and medical device companies.
- Learn processes for analyzing market segments and assessing market trends.
- Evaluate major competitors and develop effective competitive strategies.
- Position and present the value of products and services effectively.
- Demonstrate the role of marketing and product planning in linking the customer to technology and manufacturing resources.
- Facilitate the exchange of marketing strategies and techniques among business units and new acquisitions.
- Review and refine marketing and product portfolio strategies.
- Develop winning marketing strategies and create implementation plans.
WORKSHOP APPROACH
Simulation, presentations, cases discussions, exercises and practical planning workshops and guides - all tailored to the medical devices, hospital services and supplies and other healthcare-specific businesses