CBI's Annual Forum on Early Stage Product Development and Commercialization Strategies for Bio/Pharmaceuticals
May. 13, 2009-May. 14, 2009Embassy Suites Airport Hotel
Philadelphia, PA
www.cbinet.com/show_conference.cfm?confCode=PC09126
Description:
Commercialization Simulation: Leveraging Real-Life Scenarios to Build Comprehensive Commercial Planning Skills
Darius Naigamwalla, Senior Vice President and Global Practice Area Lead, and Tom Luginbill, Vice President, Brand Management Practice, lead a workshop on best practices for commercial planning and the requirements at each stage of the development process.
Abstract:
Commercialization Simulation: Leveraging Real-Life Scenarios to Build Comprehensive Commercial Planning Skills
Darius Naigamwalla, Senior Vice President and Global Practice Area Lead, Brand Management Practice, Campbell Alliance
Tom Luginbill, Vice President, Brand Management Practice, Campbell Alliance
As an asset progresses throughout the various stages of clinical development, new product planners and marketing professionals must make many strategic decisions depending on the specific asset, sponsoring organization, and market conditions in order to maximize the asset’s commercial viability. Arriving at these decisions, however, can be extremely challenging, and mistakes can have a costly impact on the overall success of the brand.
This workshop will examine best practices for commercial planning, providing a comprehensive understanding of the requirements at each stage of the development process. Conducted in an extremely interactive fashion, delegates are divided into teams that will follow a hypothetical asset as it progresses through various stages of clinical and commercial development. Teams will evaluate their asset at each key milestone and compete against each other to make decisions that best support effective commercialization.
Delegates attending this workshop will:
I. Identify key milestones through product commercialization
· Define the key decision making points across the product lifecycle
· Understand the significance of each point with respect to commercialization
II. Better understand commercialization requirements at each identified milestone
· Identify key cross-functional deliverables to be completed
· Define roles and responsibilities
· Characterize resource requirements
III. Understand downstream commercial implications of decisions made at early milestones
· Identify common pitfalls encountered
· Summarize best practices
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Sales Force of the Future: Driving Effective Sales Training in the Era of the Fading Blockbuster - SPBT's FOCUS Magazine
George Schmidt, Senior Vice President of the Sales Practice, discusses the impact of the current pharma and biotech landscape on sales forces and Training & Development departments....
George Schmidt, Senior Vice President of the Sales Practice, discusses the impact of the current pharma and biotech landscape on sales forces and Training & Development departments....
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