Crash course in marketing for pharmaceuticals and medical technology

Challenges in the healthcare sector

• Special Considerations and Requirements for Marketing.
• Situation and market analyses.
• Current trends in the healthcare market.
• From product orientation to market and patient orientation.

Positioning and Marketing Objectives

• Product positioning in the pharmaceutical and medical technology market.
• Strategic repositioning and reorientation.
• Formulation of coordinated S.M.A.R.T. marketing goals.

Target Audience Analysis and Target Audience Definition

• Purchasing Groups in the B2B Healthcare Sector: Requirements and Needs.
• End customer and patient needs.
• AI-powered customer insights and persona development.

Communication Messages for Healthcare Professionals (HCPs) and Patients

• Development of a communication strategy.
• Use of testimonials and study results to provide evidence.
• Creative development of a tonality.
• Legal framework.
• AI as a Source of Ideas: Use Cases and Critical Analysis.

Selection and Combination of Marketing Tools in Healthcare Practices

• Synergistic and functional combination of marketing tools.
• Touchpoint Management and Customer Journey Mapping.
• Applications and Limitations of AI in Creating the Optimal Mix.

Side Note: Key Opinion Leader (KOL) Management 

• Identification and Selection of Key Opinion Leaders.
• Professional collaboration with KOLs.
• KOL Engagement and Activities.

Budget and marketing controlling

• Planning for the efficient use of the budget.
• Factors Affecting Budgeting.
• KPI Tracking in Communication: Practical Requirements for Selecting Key Performance Indicators.