Moving to execution, participants will
learn the basic of turning the "how” in the strategy into the "what” in the
tactics. They will start building the offered value proposition and needed key
promotional messages to be used in the campaign. They will learn the basics of
developing promotional material. They will generate a full tactical map and
identify the needed channels to convey robust messaging including digital
marketing channels which may have strong impact in pharmaceutical marketing.
Participants will also learn the basic principles of customers’ profiling
(segmentation and targeting), setting customers’ potential and adoption levels,
frequency of calls and assessing the needed capacity to execute properly.
Finally, participants will work on setting proper measurement tools and well
defined KPIs to measure execution milestones and performance outcomes including
financial measurement (P&L). They will also understand the need of
preparing a contingency plan in line of possible hurdles coming in the way of
an execution excellence.