Marketing for Non-Marketers - IMS Health

Marketing for Non-Marketers (MNM) - 3 days Nov 13 - 15 

KRW2,300,000 KRW2,070,000 (10% off) 

DISCOUNTS AVAILABLE: 

Year end special discount to all participants 10% 

Participant Name(한글.영문)/Gender Therapeutic Area of Focus Years in Marketing/Sales Email Address / Contact Number 

Course 

TOTAL PRICE 

DISCOUNT 

NET TOTAL 

Strategic Marketing (SM) - 2.5 days 

Please complete the form and submit it through Email: IMS_LS@kr.imshealth.com 

REGISTRATION APPROVED BY: 

NAME: 

TITLE: EMAIL : 

ADDRESS: 

TELEPHONE : FACSIMILE: 

Company stamp: 

Remarks: 

* IMS reserves the right to cancel or postpone any course should there be any insufficient participants to generate meaningful interaction & learning among the 

participants 

* Certificates will be awarded to participants with more than 75% attendance. 

CANCELLATION FEES: 

Cancellation received in writing before course commencement qualifies for credit as follows: 

Cancellation 4 weeks before the commencement of the course: 100% refund 



Cancellation 1 week before the commencement of the course: NO refund 

/ 

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Dates Fee Per Participant by KRW 

Nov - Dec 

(VAT excluded) 

* All information provided is confidential, and will not be shared with any third-party 

* Number of years of experience in marketing or sales will be referenced when grouping teams for a more productive discussion 

COMPANY: 

COURSE 

Senior Sales Management (SSM) - 2.5 days 

Registration Form for Year 2012 

Nov 27-29 

Dec 10-12 

KRW2,900,000 KRW2,610,000 (10% off) 

KRW2,900,000 KRW2,610,000 (10% off) 

Updated as of Oct, 2012

IMS HEALTH ASIA | LSCM 

Marketing for Non-Marketers 

Grasp the fundamentals of marketing,from planning to implementation 

Learn the fundamental 

concepts of marketing in 

the pharmaceutical industry 

to collaborate with your 

marketing colleagues 

more effectively. 

aptraining@sg.imshealth.com 

+65 6227 3006 Fax: +65 6227 5448/9 

www.imshealth.com/ 

learningsolutions/asiapacific 

LEARNING OBJECTIVES 

During this three-day course participants will: 

• Understand the latest techniques in marketing planning and 

how to implement them. 

• Learn the key ingredients of a solid marketing plan, from 

planning through launch. 

• Learn how to build a marketing strategy, including market 

segmentation and product positioning. 

• Apply their understanding of product management skills 

through marketing practice in a simulated environment. 

WHO SHOULD ATTEND? 

Sales Managers of all levels, Market Research Managers, and 

any non-marketing professionals who needs to learn the 

fundamentals of pharmaceutical marketing. 

AN INTERACTIVE APPROACH 

The marketing simulation is the central pillar of this program. 

It allows a risk-free, yet realistic, setting where participants 

play the role of a pharmaceutical product manager. They 

are asked to develop their product strategy and analyze a 

variety of analytical tools like market research, field reports, 

and financial results. They will apply the marketing planning 

process taught and decide on their approach and resource 

allocation. 

The simulation determines the effects of these initiatives 

and the instructor compares the group’s results, examining 

how effectively the process has been applied. The simulation 

work is combined with more conventional conceptual sessions 

where the instructor presents the latest marketing thinking, 

using the participant’s simulation results to discuss how this 

thinking has been applied. 

IMS HEALTH ASIA PTE LTD | 10 HOE CHIANG ROAD, #23-01/02 KEPPEL TOWERS, SINGAPORE 089315


Marketing for Non-Marketers 

CONCEPTUAL SESSIONS 

The Marketing Planning Process. 

Understand the fundamental elements of a 

pharmaceutical marketing plan and the role 

of a marketing manager. 

Analyzing the Situation. Learn how to 

use all available information sources to 

create a coherent picture. This session 

teaches a concrete process to turn data into 

information, and information in a marketing 

planning process. 

Targeting. Targeting can optimize your 

product’s performance. Learn techniques 

and tools for segmenting your potential 

customers and targeting each group. 

The Mind of the Prescriber. How do 

individuals decide what to prescribe, and 

THE PROGRAM AT A GLANCE 

Simulation-baSed training 

how can you influence them? Understand all 

customer needs, both physical and 

emotional, and how to prioritize them. 

Determining Strategy. How do you make 

the link between analysis and strategy? This 

session introduces creative techniques and 

the concept of a Strategic Statement. 

Positioning. Get introduced to the different 

aspects of product positioning, from crafting 

a positioning statement to determining 

media mix. 

Action Planning. Turn all you have learned 

into reality. Making sure it happens requires 

careful planning and close monitoring. 

daY 1 daY 2 daY 3 

introduction 

Simulation exercise 

the Fundamental 

building Strategy marketing activities 

Concepts of marketing 

Financial analysis 

exercises & discussion 

the Planning Process 

Simulation exercise & 

Presentation of the 



S.W.o.t. Summary 

lunch lunch lunch 

analysis of Sales & Potential 


internal & external analysis 


Summarizing analysis 

Segmentation 


Positioning 


Salesforce Strategy 

Sign up today: Email aptraining@sg.imshealth.com to sign up for a Marketing for Non-Marketers Program in 

your region and begin driving behavioral change in your sales force. 

For more information on IMS Learning Solutions programs, visit www.imshealth.com/learningsolutions/asiapacific 

IMS HEALTH ASIA PTE LTD | 10 HOE CHIANG ROAD, #23-01/02 KEPPEL TOWERS, SINGAPORE 089315 

© 2012 IMS Health Incorporated. All rights reserved 

debrief for 1 st Quarter 


Summary: 

Conclusion & Close


Senior Sales Management Course 

Learn the latest sales management trends and best practices 

Equip yourself with sales force 

effectiveness, targeting, and 

segmentation techniques, 

learn current trends, and 

interact with Senior Managers 

from across the industry. 


+65 6227 3006 Fax: +65 6227 5448/9 



IMS HEALTH ASIA PTE LTD 


During this two and a half day training course participants will: 

• Learn advanced sales force effectiveness techniques 

including optimum sales force size calculation, appropriate 

territory structuring, targeting and segmentation. 

• Learn increased productivity strategies, such as motivation 

theories and incentives plans. 

• Learn how to bridge the gap between departments, such as 

sales & marketing. 

• Understand the relationships between sales force 

effectiveness, targeting and segmentation strategies. 

• Learn industry trends and best practices, both globally 

and regionally. 

• Take home a sales force sizing tool to aid you in your 

work plan. 


National Sales Managers, Sales Force Effectiveness Managers, 

Business Unit Managers and Marketing Managers 


Experiential learning and simulation are at the core of the 

Senior Sales Management Workshop. 

During the course, participants will analyse a virtual country, 

explore the key concepts of sales management including the 

optimal sales force size and structure for that country, and 

make complex decisions in a team environment. 

Results of the simulation are shared, explained, and debated, 

with an expert instructor moderating discussion and offering 

detailed explanations of which concepts have been assimilated 

into the simulation, and to what effect, so that participants 

truly learn from experience.


Senior Sales Management Course 


The Principles of Sales Force Management. 

We outline the Five-S framework and briefly 

examine the history of pharmaceutical sales 

force management, along with recent trends 

and a discussion of the pros and cons of 

various philosophies. 

Segmentation and Targeting. Over the past ten 

years the industry has focused increasingly on 

targeting – but understanding of the term varies 

considerably from company to company. In this 

session we establish some ground rules and look 

at best practices across the industry. 

Sizing. How many reps are needed? What are the 

costs of overstaffing - or understaffing? Sales 

force sizing is a critical issue. In this course we 

de-mystify the best techniques used by experts 

to calculate sales force size. 

Structure. And what about structure? Should we 

have mirrored sales force or not? How can 


introduction 

- global trends 

- situation in asia pacific 

s&t simulation exercise 

- targeting 

break 

segmentation & targeting 

- principles 


- process definition 

luncH 


- profiling 


- profiling 


- segmentation matrix 

break 


- segmentation matrix 


- segment strategy 

IMS HEALTH ASIA PTE LTD 


simulation-based training 

one best determine territory alignment? In this 

session we uncover these answers. 

Salary and Benefits. Hiring, firing, incentives, 

motivation, knowledge, 

skills – these are central concerns when managing 

any group, including a sales force. How can we 

measure these variables in a meaningful way? 

What is the best use of psychological theories? 

Systems and Tactics. A strategy is only as good 

as its implementation. How can processes and 

ETMS help ensure field implementation? Different 

approaches 

and their relative merits are discussed together 

with management systems and optimizing tactics. 

Innovations. What will the sales force of 

tomorrow look like? A look at ideas about how 

pharmaceutical sales will be changing in coming 

years, and what sales forces might look like in 

five years’ time. 

day 1 day 2 day 3 


- segment strategy 


- field implementation 

ssm simulation exercise: 

- systems 

Sign up today: Email aptraining@sg.imshealth.com to sign up for an Senior Sales Management Course 

Program in your region and begin driving behavioral change in your sales force. 


systems 

break break 

s&t simulation debrief s&t simulation debrief 

sales force sizing 

break 

ssm simulation exercise 

- strategy & structure 

incentive & compensation 

ssm simulation exercise 

- incentive & compensation 

program summary 

luncH program close 

sizing exercise 

- case study 

sales force sizing tool 

- demo 

sales force structure


Strategic Marketing Workshop 

Optimize your portfolio management for long term profitability 

Learn how strategic analysis, 

promotion optimization, brand 

management, and pricing come 

together to form a cohesive 

marketing strategy. 


+65 6227 3006 Fax: +65 6227 5448/9 




During this three-day training course participants will: 

• Gain exposure to more advanced pharmaceutical marketing 

concepts and a strategic approach designed for senior 

marketing executives, at the local and international level. 

• Learn the latest concepts & trends and understand how the 

different elements of marketing fit together. 

• Practice your skills and manage a portfolio of products in 

different market situations. 

• Make strategic marketing decisions in a risk-free virtual 

case study which closely simulates the dynamics observed in 

real life. 

• Bring home a Portfolio Management Implementation Tool to 

aid them in their work plan 


Marketing Managers, Group Brand Managers, Country Managers, 

global & regional marketing executives who need more 

exposure to more advanced pharmaceutical marketing concepts. 


The Strategic Marketing simulation is the central pillar of this 

program. It allows a risk-free, yet realistic, setting where 

participants play the role of a senior pharmaceutical marketing 

director. They are asked to develop their product strategy and 

analyze a variety of analytical tools like market research, field 

reports, and financial results. They will apply the conceptual 

processes taught and decide on their portfolio management, 

brand optimization, pricing & market access strategy, and 

resource allocation. 

The simulation determines the effects of these initiatives and 

the instructor compares the group’s results, examining how 

effectively the process has been applied. The simulation work 

is combined with more conventional conceptual sessions where 

the instructor presents the latest marketing thinking, using 

the participant’s simulation results to discuss how effectively 

this thinking has been applied and the key impedimenta in 

transforming theory into reality. 

IMS HEALTH ASIA PTE LTD | 10 HOE CHIANG ROAD, #23-01/02 KEPPEL TOWERS, SINGAPORE 089315


Strategic Marketing Workshop 


Strategic Analysis. Introduction to 

fundamental thinking frameworks (Porter, 

Marketing Warfare, etc.) to summarize the key 

drivers of your markets and product classes. 

Portfolio Management. Learn how to 

maximize your long-term profitability and 

cash needs. This session explains in depth the 

reasoning behind it, from BCG to McKinsey 

Matrices and other models. 

Promotion Optimization. Explore ways to 

optimize your Marketing Mix at several levels 

(international vs. local) across products and 

across channels. 


INTRODUCTION 

ANANLYSIS 

SIMULATION EXERCISE 

PORTFOLIO MANAGEMENT 


15.00 BREAK 

BRAND MANAGEMENT 


SIMULATION-BASED TRAINING 

PRICING & MARKET ACCESS 


PROMOTIONS MANAGEMENT 

Brand Management. Learn how to build 

a strong brand, from Positioning to 

Brand Equity. 

Pricing & Market Access. Determine the 

best pricing and reimbursement approach 

while taking into account a challenging 

political and economic environment. 

Market Research and HEOR techniques to 

define your go-to-market strategy will be 

introduced. 

Alliances & Negotiation. Develop your 

hindsight and skills in identifying the timing 

and ways to build alliances (licensing-in 

and out, co-detailing, co-promotion) and 

how to negotiate with other companies or 

health authorities. 

DAY 1 DAY 2 DAY 3 


15.00 BREAK 

SIMULATIONS DEBRIEF: DAY 2 

Sign up today: Email aptraining@sg.imshealth.com to sign up for an Strategic Marketing Workshop Program 

in your region and begin driving behavioral change in your sales force. 


IMS HEALTH ASIA PTE LTD | 10 HOE CHIANG ROAD, #23-01/02 KEPPEL TOWERS, SINGAPORE 089315 


ALLIANCES AND NEGOCIATION 

10.15 BREAK 10.15 BREAK 10.15 BREAK 


12.30 LUNCH 12.30 LUNCH 12.30 LUNCH 

SIMULATIONS DEBRIEF & COURSE WRAP-UP 

(COURSE ENDS APPROXIMATELY 14.30)

Marketing for Non-Marketers - IMS Health

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