Medical Condition Branding: 3-4 July - Paris, France
This conference is built around Professor Angelmar’s groundbreaking work in the area of condition branding, focusing on how it pertains to launch excellence. Participants will learn about this concept and then put the ideas into practice, using both Professor Angelmar’s Celebrex case study as well as a unique simulation-based exercise designed by IMS’s Learning Solutions and Change Management group. The conference represents a unique blend of innovative concepts, practical application, and surprising findings that have arising from broad mining of IMS data.
Agenda
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Day 1 (9am) |
Day 2 (9am) |
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Introduction |
Review of Key Discussion Points |
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Discussion: Condition Branding |
IMS Presentation: Launch Excellence Study |
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Presentation: The Celebrex Case |
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Group Case Work |
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Lunch |
12:00 pm Conference Close |
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Case Presentations |
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Case Debrief |
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Simulation Exercise: Using Condition Branding |
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Group Simulation Work |
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Simulation Debrief and Group Discussion |
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The agenda in detail:
- Discussion: Condition Branding. Professor Angelmar will lead the group through a presentation of the concept of three-tiered branding, focusing on the branding of conditions.
- Presentation: The Celebrex Case study. Professor Angelmar’s Celebrex case study will serve as an example of condition branding. The participants will work with their peers to evaluate the case.
- Case Presentations: The groups will present their findings to the group as a whole.
- Case Debrief: Professor Angelmar will lead a debrief of the Celebrex case study, going more deeply into the condition branding approach.
- Simulation Exercise: IMS will lead the participants through a simulation exercise based on Learning Solutions & Change Management’s Strategic Marketing simulation. Participants will determine their branding approaches across different situations and markets.
- Review of Key Discussion Points: The first day’s discussions will be reviewed and ideas summarized.
- IMS Presentation: Launch Excellence Study - the challenges of fundamental change: Building on the successful IMS Launch Excellence study of 2007, IMS's new study will bring the analysis up to date and address the fundamental changes that have happened in the environment for launch products since 2000.The analysis is based on thousands of launches across 8 countries (US, Canada, five major in Europe, Japan) and over fifty different therapy markets.
Location:
Conference Fee:
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€2,900 / person
