The Antwerp Management School Strategic Brand Management in Healthcare program addresses Brand Management from a strategic and organizational point of view and frames it into the complex internal and external environment of Healthcare companies (pharmaceuticals, biotech, medical devices and life sciences). The major goal of the SBMH program is to prepare brand leadership for tomorrow's innovations. It sets the framework for choices within the new healthcare business model and the strong international backgrounds of the academic staff and guest speakers, the comprehensiveness of the often specifically developed cases projects as recent as 2010 and the various panel sessions offer a unique platform to tackle future brand management challenges.

In our role as provider of executive education, Antwerp Management School encourages, and continuously invests in, the positive leverage of our clients’ development, whether individual participants or organizations.

The program deals with 5 major themes crucial to contemporary strategic management of brands, product launches and other related issues of strategic marketing in healthcare. Combined, they will offer participants insights in 'getting the basics right' and the right perspectives for 'creating, delivering and appropriating superior value' in the face of product commodization. Throughout the main themes, three major product life cycle phases are covered: 'preparation for launch', 'launch and in-market' and 'end of life cycle', as well as challenges arising from both the internal and the external environment. With each theme different questions are tackled that occupy healthcare today and strategic insights are offered to shape the visionaries of tomorrow. Below are the different themes with a selection of the topics confronted by theoretical sessions and real-life cases:

1.      Future outlook:

Challenges from a complex environment and changing stakeholder relations in healthcare

o         The increasing influence of governments as a direct bargaining party

o         The need for total costing analyses and cases and to engage all stakeholders

How will strategic brand management evolve in this environment?

o         The failure of traditional management models in healthcare while new ones arise

o         Best practices from around the world

2.      Value creation:

Which kind of value is demanded by different stakeholders?

o         Mapping your brand value proposition to all parties involved

o         Confrontation of HC managers with the perceptions of value by downstream stakeholders

Where can we still find superior value to confront the pressures of commodization?

o         A view on different sources of added value: R&D, marketing and business development

How can we optimize our product portfolio to increase effectiveness?

o         Portfolio management best practice theory and case

 

3.      Value innovation:

How can we make giant leaps in value to trigger sustainable competitive advantage?

o         Cases of value innovation: compliance, target treatment, … as sustainable sources of premium pricing

How can we capture more value from our services and innovations?

o         Cases of business model innovation that allow high margins in tough markets

How can we deal with Health Economics?

o         Turning the challenge of HE into an opportunity by being better prepared

 

4.      Value delivery:

Delivering the right kind of value to all stakeholders through innovative channels

o         What opportunities exist in the field of new media and how can they add value to our customers and stakeholders?

 

5.      Organizational readiness:

How can we optimize SBU structure, integrating R&D and marketing in product launch?

o      Best practice case combining all elements seen before into a well-oiled product launch machine

How can we move beyond the limitations of the SBU structure?

o         Becoming more customer oriented through the effective implementation of KAM

Program Schedule

1

The SBMH program aims at professionals in the pharmaceutical sector holding positions such as Business Unit Manager, Senior Brand and Product Manager, Marketing Manager or any other function highly involved in the strategic marketing of products. Moreover, the program goes beyond topics that belong to the field of marketing and as the interface of marketing and R&D is a central topic, it even aims at cross-fertilization with participants in a strategic level medical/R&D or business development position that would benefit from deeper understanding of the marketing challenges and processes involved in developing and launching a new product.

Additionally, the program offers valuable insights to consultants and other service providers in the healthcare industry who want to understand more deeply the specifics of this business.

Candidates will have a strong ambition to deepen their knowledge of the sector and to grow in their domain. Having proved their mettle in brand management over a period of at least 3 years they will be ready to embark on the next step in their careers, and will become equipped and eager to make decisions that will impact the future.

• A rich portfolio of leading and specifically developed cases, many of which are as recent as 2009 and 2010.
• A variety of renowned international executive management level keynote speakers.
• Several specialized panel sessions on the most actual topics occupying the industry’s visionaries of today.
• A top-notch international academic staff with experience in executive teaching and consulting throughout Europe and the US.
• A practice-oriented program based on insights from a guiding committee of healthcare top management and intensely dedicated to the specific challenges of healthcare management.
• A very developmental focus aimed beyond only providing tools to also nurture the strategic mindset to drive industry change.

By participating in this program, participants will:

• prepare themselves for making tomorrow’s choices in brand leadership
• equip themselves to tackle future healthcare industry challenges
• learn from top executives and faculty members
• gain valuable insights from peers
• acquire a tool box that can be used immediately within their own organization

English

Part-time

13 October 2010 (Module 1)

The program consists of two 3-day residential modules in October and November 2010:

• Module 1: 13-15 October
• Module 2: 10-12 November

Antwerp Management School
Sint-Jacobsmarkt 9 - 13
B - 2000 Antwerp

The program Guiding Committee is led by industry experts from major pharmaceutical companies which operate on international
level. They provide valuable industry input and control the application level of the program content.

The creation of conceptual frameworks and the knowledge transfer process are the responsibility of our carefully selected
Antwerp Management School faculty members:

Prof. Dr. Paul Matthyssens is professor of competitive strategy and strategy implementation and control at the Department of Management, Antwerp University, Belgium. With many years of international executive teaching experience, and a true passion for
‘creating value’ for our professional customers, Prof. Matthyssens’ contribution to the program centers around the application of theoretical
frameworks in business reality.

Prof. Dr. Rudy Moenaert is professor of strategic marketing at TiasNimbas Business School (Tilburg University), and Antwerp Management School. His research focuses on strategic and organizational perspectives on (B2B) marketing and innovation. His expertise in Business Roadmapping has been the most recent subject of his consulting work.

Professor Moenaert has a high-level market focus and engages program participants with his fast-paced, witty approach.Top executives from the healthcare industry will present reallife cases and best practices.

Prof. David Arnold is a former marketing professor at Harvard Business School. His major areas of expertise are international marketing, branding, and market analysis and strategy formulation. Publications on these topics have appeared in several journals, among them the Harvard Business Review, Sloan Management Review, and the Journal of International Business Studies. He is the author of The Handbook of Brand Management, published in ten languages. He now holds adjunct faculty positions at several business schools (London Business School, IESE Barcelona, Ashridge UK) and works as a consultant with companies around the world.

6850 EUR (21% VAT not included)

Fee includes tuition, documentation, materials, and all food and beverages on campus.
Accommodation costs are not covered in the fee; they are at the personal expense of each participant.

Click here to register for this programme.

General conditions

Ms. Stéphanie Martens
Program Assistant/ Client Coordinator CSP
Tel. + 32 (0) 3 265 47 38
Fax + 32 (0) 3 265 47 34
Email stephanie.martens@ua.ac.be

Dr. Joeri De Haes
Program Manager for Antwerp Management School
Tel. +32 (0)3 877 64 00
GSM +32 (0)498 16 33 65
Email joeri.dehaes@trilations.com