IMS is cooperating with business academia in order to combine the unique market insight of IMS with the conceptual innovations coming from the world’s top business professors. The fruit of this cooperation will be sharper, more applied ideas that are both paradigm-breaking and founded on solid, and often surprising, market information.
In this spirit, IMS is proud to announce its first Pharma Leadership Conference held in Paris on 3rd & 4th July. The theme of this workshop is “Condition Branding”, an idea created by Professor Reinhard Angelmar in a groundbreaking paper published in Journal of Medical Marketing.
The times are changing rapidly for the pharmaceutical industry, but these changes go far beyond shifts in legislation. Patients and prescribers are becoming more knowledgeable, while at the same time the diseases treated are becoming more obscure. The industry is moving toward specialty products on one hand, and toward new indications on the other. The question then arises about how to position these conditions.
This is the heart of condition branding; coming up with a marketing approach to educate and position a given condition in the minds of both prescribers and patients. Examples abound, and they will become more prevalent. Condition branding goes hand in hand with an understanding of patient flow, and the patient journey. It demands a broader, more strategic approach to pharmaceutical marketing, but used correctly, it can give rise to resounding successes.
Last year, IMS conducted an internal study of launch excellence, analyzing vast amounts of market data to identify those elements that contribute to best-practice pharmaceutical product launches. Currently, IMS is working with Professor Angelmar to go more deeply into this topic, in the context of his condition branding principles. The Executive Insight workshop will examine the initial results of this cooperation.
Professor Angelmar is the Salmon and Rameau Fellow in Healthcare Management and Professor of Marketing at INSEAD. He is well established as one of Europe’s leading figures in the domain of pharmaceutical marketing. During the workshop, he will present his ideas directly, the participants can then test them via a realistic computerized business simulation. Lastly, a senior IMS executive will present some of the analysis and data that went into the study, as well as a general exposé of the current European market situation.
More information can be found here http://www.imshealth.com/web/content/0,3148,77304427_63872702_83818015_8...
