OTC: Fundamentals of Consumer Self Healthcare and Communications

After participating in this programme, you will be able to better support the development and implementation of your company’s OTC business strategy towards the end consumers:

• Understand the consumer healthcare trends
• Identify suitable strategies for consumer healthcare products
• Shape winning positioning
• Select the appropriate marketing mix
• Engage target consumers
• Plan effective communication to target consumers, distributors, endorsers
• Plan effective action plan to harness success

During the programme you will:

• Network and learn with a diverse group of peers from different companies and countries
• Develop a personalised action plan that you will take back with you to your job
• Learn and practise these new skills using case studies, real examples and role plays over 5 interactive and challenging days

The MCE “Fundamentals of Consumer Self Health Care and Communications” is a hands-on training programme, highly interactive with exercises and role plays. The programme will be led by an experienced facilitator with former management experience in international companies.

Programme Outline:

To guide you through the main issues and factors you need to know and to consider when you will build and implement a Consumer Health business:

I. Global trends in Consumer Health

• Demographics, technology, health economics
• Shift to self care management , prevention, treatment, relief
• Multiple examples of patient and consumer empowerment

II. Consumer Marketing, a holistic approach

The elements of the new marketing way

• Market and consumer segmentation
• Positioning
• Creative approach
• Media selection
• Connection with excellence in medical, regulatory, supply , sales, trade, distribution,
• Best practices from around the world

Must Haves

• Consumer engagement based on insights
• Importance of branding and communication
• Return on investment , allocation of budgets, KPI’s
• Role of pharmacist
• Role of physician
• Regulatory landscape
• Distribution landscape

III. From Planning to Action

Case study