Present the case for investment in ethical health product marketing in terms that a finance function will accept.
Designing Ethical Marketing Strategies for Health Products
Build a working method for ethical health product marketing that stands up to scrutiny and survives daily pressure.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in ethical health product marketing is easy to generate and easy to mistake for progress. Buyers now complete much of their decision on product marketing before speaking to anyone. It suits anyone whose decisions touch this area of marketing and commercial practice, in large organisations and small ones alike. Improvement in ethical health product marketing stalls when it depends on one capable individual rather than a defined method. The method assumes participants will be challenged on their handling of this aspect of marketing and commercial practice and prepares them for it. The course gives participants a defensible structure for product marketing and the judgement to adapt it. They gain the ability to sequence improvements to ethical health product marketing in an order their organisation can absorb. Field experience suggests that the barrier to better product marketing is rarely technical. Participants finish with a short, specific brief on the wider marketing and commercial practice agenda ready to put in front of a decision maker.
Expected Learning Outcomes
Test creative and messaging on product marketing before committing budget.
Build a register of the risks attaching to ethical health product marketing and keep it current.
Measure customer lifetime value arising from product marketing, not first-order revenue.
Protect the brand while pursuing short-term targets in ethical health product marketing.
Choose channels for product marketing on evidence of where the audience decides.
Prepare a short, evidence-based briefing on ethical health product marketing for senior management.
Who Should Attend
Business development managers pursuing opportunities in ethical health product marketing.
Product managers whose proposition depends on product marketing.
Brand and communications specialists shaping ethical health product marketing.
Staff seconded into improvement work on product marketing.
Commercial analysts measuring performance of ethical health product marketing.
Coordinators responsible for keeping records and documentation of product marketing current.
Course Modules
Ethical health product marketing: audience definition and segmentation
2 sessions · 8 pointsSession 1Comparing ethical health product marketing with recognised practice
- Arrange the handover of ethical health product marketing so capability survives staff changes.
- Review whether short-term tactics on product marketing are damaging the brand.
- Structure pricing for ethical health product marketing against perceived value.
- Set objectives for product marketing in revenue terms with a timeframe.
Session 2Testing the message on product marketing before spending
- Benchmark the organisation's ethical health product marketing against comparable operations.
- Confirm that reporting on product marketing reaches the people who can act.
- Describe the buyer for ethical health product marketing specifically enough to name who is excluded.
- Agree the attribution model for product marketing and state its known limits.
Product marketing: pricing, value and discount control
2 sessions · 8 pointsSession 1Pricing product marketing on value rather than cost
- Define acceptance criteria for ethical health product marketing in advance.
- Define the handover point between marketing and sales in product marketing.
- Check that records of ethical health product marketing answer the questions likely to be asked.
- Set the review interval for product marketing and who attends.
Session 2Measuring product marketing when attribution is imperfect
- Write the positioning claim for ethical health product marketing and test whether a competitor could say it too.
- Establish the boundary of product marketing and record what sits outside it.
- Map the decision journey for ethical health product marketing and mark where the choice is actually made.
- Agree the indicators that will show whether product marketing is improving.
Product marketing: objection handling and negotiation
2 sessions · 8 pointsSession 1Who answers for product marketing, and to whom
- Reduce the variation in how ethical health product marketing is carried out between teams.
- Build the report on product marketing that answers whether to spend more or less.
- Test creative for ethical health product marketing at small scale before full commitment.
- Check that product marketing still works when volumes rise unexpectedly.
Session 2Moving ethical health product marketing from approval to execution
- Design the retention action triggered when a customer of ethical health product marketing goes quiet.
- Name a single owner for each element of product marketing.
- Collect evidence on the present handling of ethical health product marketing before proposing changes.
- Document the sales process for product marketing so a new joiner can follow it.
Product marketing: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Handling the objection to product marketing that ends most conversations
- Set the discount authority for ethical health product marketing and require justification.
- Script the three most common objections in product marketing and the responses.
- Assign responsibility for keeping documentation of ethical health product marketing current.
- Compare the cost of product marketing with the cost of its absence.
Session 2Keeping customers acquired through product marketing
- Identify single points of dependency in ethical health product marketing and reduce them.
- Rank the weaknesses in product marketing by consequence rather than by ease of fixing.
- Select channels for ethical health product marketing based on evidence, then cut the rest.
- Choose the next segment for product marketing and state why it is next.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.