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The Challenge
A worldwide leader in pharmaceuticals, medical devices, and consumer healthcare wanted to provide a consistent, benchmark Managed Care Marketing Excellence Program for 4 of its operating pharmaceutical companies' brand/marketing managers. The goal was to establish a centralized managed care marketing program sharing a common vision across all 4 business entities. High-level marketing personnel required a more thorough understanding of the managed care market and how to penetrate it effectively with consistent strategic and tactical planning.
The Focus
Pinsonault Associates designed an intensive 1-day marketing training program featuring expert facilitators who delivered interactive presentations on:
- Managed care market structure and business principles
- Formulary development and management
- Stakeholder needs (MCOs, PBMs, GPOs, VA/DoD, employers, specialty providers)
- Contracting strategies trends
- Pull-through and push-through strategies
- Communications within the sales and marketing organizations
As pre-work, each participant received a copy of the Pinsonault Associates’ self-study CD-ROM training programs, Understanding Managed Care and Pull-Through and Push-Through Strategies.
The program also featured case studies that provided examples of successful marketing and pull-through initiatives.
The Outcome
Approximately 50 pharmaceutical marketers from the corporation’s 4 operating companies attended the day-long program, which was just 1 component of an overall 14-unit marketing program. The client opened up the agenda to include not only marketers but other senior leadership within the 4 operating companies based on the response from the internal working groups. |
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