HOME MY ACCOUNT

Medicology: NHS Training Courses

Medicology: NHS Training Courses


Marketing Consultancy & Interim Support

The utmost competence in international strategic marketing – gets the job done, delivers results


Marketing Consultancy

Product performance troubling you? Special project required? Need a second opinion? Just need extra expertise on hand?

Introduction

Consultancy is generally accepted as the utilisation of outside expertise to add value to your existing in-house expertise. However, often the prompt for utilising an external consultant is an identified problem. The following are reasons why I have been engaged: Certain areas are of particular strength, namely: To get a clearer idea of the possibilities, you could examine my experience in About Us, look at the examples of my work, or simply contact me

What can I do?

To help with the brain stimulation, here are some ways my expertise could be utilised. It's not designed to be exhaustive.

Product Troubleshooting
So, you've launched your product but it isn't performing as you expect. Perhaps it's simply performing better in other markets? There could be a multitude of reasons why and yet your affiliate is telling you their doing everything they can. I'll go in with the utmost sensitivity and look at the reasons why, making recommendations as to how to improve product performance, entirely based on sound research & findings. The sorts of things I'll look at will include: The strategy is to gain a deep understanding of the market, how your subsidiary approaches that market, the plan for that market and actually the degree and quality of their implementation of an agreed market plan. Having done that I will make a range of recommendation on how product performance can be improved and assist with implementing any measures you feel appropriate or possible.

Market Preparation
Products under development need careful handling from a marketing perspective and yet it is often difficult to balance human resources between development stage and marketed, revenue generating product. Equally, the range of skills & activities required differs considerably. I can Being prepared by having the right information available, key messages in the market place and early launch plans are key success factors for a successful product. If you can't devote sufficient internal resource early enough then this is an effective solution.

Market Analysis
You might be considering entering a particular market. Perhaps you want to re-evaluate your understanding of a market with a fresh approach? Is your current understanding at odds with a subsidiary? You could be undertaking due dilligence on a new product. Whatever the motivation, I can provide an effective analysis process covering: Producing quality information & analysis, clearly defined from the outset and fully referenced & backed up, allows you to make effective & robust financial and strategic decisions about a market.

Marketing Plan Appraisal
Most companies in most markets conduct an annualised market planning process, often consisting of a frantic round of subsidiary budget pitches and a relatively short analysis period. The strength of this process can be markedly improved by having a second, more arbitrary opinion. A typical approach may be: Whether you wish to conduct this process for a specific subsidiary, across a core therapy area globally or whole strategic plan, it can help you be more certain of your approach, assist with missing the obvious and overall gain a more analytical, less biased assessment of the way forward.

Educational or Symposia Programme
The use of education or symposia to support market penetration is a recognised and effective tool. However, for maximum effect, it is best conducted at arms length in a more impartial way. I can assist with the full process of such a programme either as a one off or a whole series of events, whether to support a product launch or to shift market knowledge. This is an area of particular strength. The combination of having support from someone who is first & foremost a marketeer but also a highly effective symposia manager, means that you get a programme that delivers on your business objectives. Our ability to handle delegates is second to none and handled through my other company, Medicology Ltd (www.medicology.co.uk), which also gives you unprecedented access to your target audience.

Identifying Access Channels
In many markets, gaining access to target audiences is a growing challenge to pharmaceutical & medical device companies, especially at a sales force level. I specialise in creating new access channels for specialist groups and devising innovative strategies to ensure that you gain a greater share of voice. In the UK, we are currently seeking commercial partners for a series of forums centred on specialty areas e.g. cardiologyforum.co.uk, paediatricforum.co.uk etc.

Partner Search
You may have sales & marketing strength in some markets but be deficient or absence in others. I can assist with the identification & management of partners in target markets, including a full appraisal of their strengths & weaknesses, capabilities, market presence, sales force strength & any competing interests. Essentially, I can augment your own business development functions, perhaps devoting attention to portfolio products that have potential but don't receive mainstream support of attention. A six month head start on a product with a market turnover of just £5 million could mean millions in extra revenue & profit.

Establishing a Subsidiary
I have extensive experience of establishing subsidary activity in various markets, including the full range of activities: As an experienced Managing Director in the healthcare field, having set up and run three UK companies, as well as established affiliate operations in a number of European locations, you can be rest assured of a competent and effective entry into a market.

Project Management
One-off projects can often represent a resource allocation issue, where you don't have the internal capacity of expertise but equally don't envisage a longer term requirement. Examples could include database projects, market trials, specific opinion leader programmes, educational & symposia events, product launches. Better to outsource to competent expertise.

Developing Marketing Competency
Whether it is in head office, a region or a subsidiary, I can assist with developing a greater, more structured marketing competency across your organisation. A sound background in healthcare marketing, backed by the rigour of a postgraduate Diploma in Marketing from the Chartered Institute of Marketing and many years experience in training & development across marketing, sales, leadership, management and personal performance, place me well to assist with the development of marketing competency within your organisation. For one off requirements, such as developing skill in a new marketing manager, our open courses offer the best approach.

Brand Vision, Values & Positioning
Perhaps one of the most important factors in product success is the establishment of a clear brand position, supported by consistent brand vision & values. This itself stems from an effective market analysis process and a deep understanding of market dynamics, target audience, competitive positions & patient journey. I can assist throughout or completely lead the brand creation process: Almost every recent brand success has been supported by clear positioning and effectively communicated brand values. Perhaps best not leaving this one to chance!

Developing Sales Force Competency
Sales force competency is often a combination of five main factors: Commencing first with an audit of current performance in each of the above areas, I can then develop a programme of development leading to excellence in each area and ultimately affecting base line sales performance. Whether you wish to address a performance issue in a specific market or develop more effective sales competency across the whole company, I will add value. Again small numbers or one-offs can be serviced through our open courses

Marketing Audit
Using a similar approach to the development of sales competency, I will conduct a full audit of your approach to marketing both from a head office perspective and through your subsidiaries. This could include: Conducted with both cultural and positional sensitivity, I can provide an unbiased, objective view of how you can take your current marketing performance, whatever its standard, and improve it further, role out best practise, fill skills gaps and understand any limitations it has. Wherever possible, I will link this to actual activity undertaken or outputs achieved, to illustrate the link between structure, process, psychology and results.

Costs involved?

It depends on the length of the piece of string, the location of the work and the intensity or seniority of the role. Here's how I prefer but I am highly flexible: Every contract is different. It's best to talk.

To discuss costs or any other matter simply contact me and ask on

Email this page to a friend Print this page
© 2009 Medicology Contact Us Privacy Policy Terms & Conditions Sitemap IJ