Segmentation & Positioning

A 500 Level Course

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Foster Rosenblatt is pleased to introduce a course focused on pharmaceutical segmentation and positioning. The 2 topics are so closely related, we have fit them together in this 2 day learning and development seminar. Participants are strongly encouraged to attend both course days; however, attending only 1 day is also possible.

Day 1 - Segmentation Course Overview:

Topics that will be covered include:

• The Role of Segmentation
• Customer Centric Models
• Segmentation versus Targeting
• Measureable Segmentation Strategy
• Execution of Segmentation Strategy

The segmentation course is focused on the changing business model and the case for strategic market segmentation. Objectives of the course include a review of the basic objectives and various methods of segmentation, understanding how segmentation benefits the business model and how it can improve both patient and physician marketing strategy. You will also be exposed to the process of developing and implementing a real-world segmentation plan.

Day 2 - Positioning Course Overview:

Topics that will be covered include:

• The Foundation of Marketing: Segmentation, Differentiation and Positioning
• Customer Insight & Positioning
• Competitive Positioning Strategies
• Goal-Based Positioning Strategy
• Crafting and Testing the Positioning Statement

The positioning course addresses the most common misperceptions and pitfalls experienced by marketers looking to differentiate their brands. Objectives focus on the role of positioning in the overall brand strategy, what excellence in positioning looks like, and how you will know when you have achieved it. A review of best practices in developing unique, compelling, sustainable brand positioning will be conducted and we will discuss how to manage a product’s positioning over its lifecycle.

Who Should Attend

Marketing associates, product managers, brand team members, commercial analytics team members, clinical research associates, finance associates, R&D team members, regional or district sales managers, strategic planners, managed care and reimbursement associates.

Location

In the US, this Foster Rosenblatt course is being conducted at the Villanova Conference Center near the campus of Villanova University in Radnor, PA. The Villanova Conference Center is ideally located and a convenient distance from downtown Philadelphia. The Center meets the demanding standards of the International Association of Conference Centers and has won many Pinnacle awards for its outstanding facilities and service.