The “Building a Marketing Foundation” module equips learners with essential knowledge to deeply understand the true nature of marketing, particularly within the pharmaceutical industry.

Throughout this module, learners will explore key concepts such as value creation, customer insights, branding, segmentation, positioning, and the customer journey – gaining a comprehensive view of how marketing drives sustainable value for businesses.

This serves as a strategic mindset foundation, preparing learners to further develop specialized competencies and practical skills in the advanced modules that follow.

• Marketing vs. Communication/Advertising – understanding the core distinctions and true nature of each.

• The Evolution of Marketing: from 1.0 to 6.0; from 4P to 4C/SAVE; and the rise of Omnichannel strategies.

• Marketing in Healthcare/Pharma: key differences among OTC, ETC, and Medical Device markets.

• Pharmaceutical Product Life Cycle (PLC): the role and strategic contributions of Marketing at each stage.

• Who are the customers in the pharmaceutical industry? (Doctors, Pharmacists, Patients, Nurses, etc.)

• Understanding the basic Customer Journey in the pharmaceutical context.

• Customer Segmentation & Targeting – identifying and prioritizing key audience groups.

• What is an Insight? How to distinguish between Data/Fact – Observation – Insight.

• Tools and frameworks for uncovering customer insights effectively.

• Key concepts: Market, Category, and Brand.

• Fundamental analytical tools: SWOT and PESTEL.

• Common data sources in the pharmaceutical industry.

• Market Research: Concepts and research methodologies.

• Market overview analysis and application in business decision-making.

• From Corporate Strategy → Marketing Strategy → Marketing Plan.

• STP Framework: Segmentation – Targeting – Positioning.

• Types of plans: Strategic Plan, Marketing Plan, Campaign Plan, Trade Plan.

• Marketing Planning Models: SOSTAC, ABC, and 4-Chapter approach.

• Product: Characteristics of pharmaceutical products (patent, generic, formulation).

• Price: Pricing strategies (ETC vs. OTC).

• Place: Distribution channels (hospital, pharmacy, e-commerce).

• Promotion: Detailing, medical conferences, digital touchpoints.

• 7Ps: Extending to include People, Process, and Physical Evidence.

• Case Study: Applying the 4Ps model to a vaccine brand.

• What is Digital Marketing?

• Popular digital channels: Website, Email, Social Media, Webinar, SEO/SEM, CRM.

• Digital touchpoints across the HCP and patient journey.

• Omnichannel concept and its role in the pharmaceutical industry.

• Case Study: Omnichannel strategy in an ETC product launch.

Gain a clear overview of career pathways in the pharmaceutical marketing industry to define personal development goals aligned with your strengths, interests, and market context.

Learn how to assess your competencies, explore potential career directions (Product, Digital, Brand, Trade, etc.), and develop a strategic growth roadmap for sustainable progression.

1. Self-assessment to understand your career path

• Identify your strengths, weaknesses, interests, and core values to gain clarity about your professional direction.

• Analyze key factors influencing career growth to make well-informed decisions.

• Understand competency and leadership expectations across different marketing roles.

2. Setting short-term and long-term career goals

• Define 1-2 year short-term goals to build a strong foundation.

• Choose your development track in Pharma Marketing (Product Management, Digital Marketing, Marketing Communication, Trade Marketing, or Market Access).

• Identify priority competencies to develop for achieving your career goals.

3. Building your Individual Development Plan (IDP)

• Develop a concrete action plan based on the 70:20:10 learning framework.

• Identify available resources (corporate training, mentors, coaches, etc.).

• Track, measure, and regularly adjust your plan to ensure progress.

4. Staying updated with industry trends & developing relevant skills

• Keep up with the latest trends in marketing strategy, technology, data, and customer behavior.

• Strengthen essential skills to stay competitive in a fast-evolving market.

Homework

Develop a 3-month Personal Development Plan:

• Analyze your strengths, improvement areas, and learning opportunities.

• Build a 70:20:10 plan for your top 3 priority competencies.

Develop analytical thinking and skills to read and interpret business data, decompose problems, and identify root causes. Master methods for defining the target market (where to play) through analysis of market size, growth rate, market share, and competitive opportunities. Learn how to extract customer insights from data and observed behavior – distinguishing between facts, data, and insights – and apply those insights to marketing decisions. Build a systematic market and customer landscape that serves as the foundation for strategy and pharmaceutical marketing plans in subsequent modules.

1. The importance of analytical thinking

• Definition and scope of analytical thinking.

• The profile of a person with strong analytical thinking.

• The business value of analytical thinking.

2. Practicing analytical thinking

• Problem breakdown (decomposing complex problems into smaller components).

• Continuously asking “why” until the true root cause is uncovered.

• Connecting facts using logical pairs: cause → effect, before → after, whole → part.

3. Application in Pharmaceutical Marketing

• Data sources for analysis: sales, patient data, market reports, competitor intelligence, web & digital data, and customer-proximity insights.

• Typical analyses: market performance (size, share, growth, trend), customer behavior analysis, and root cause analysis.

Practical work: hands-on case study for applied analysis.

1. Market data analysis & Information sources in Pharmaceuticals

• Key data sources in Pharma: IQVIA/IMS reports, tender reports, internal CRM data, hospital statistics, and KOLs/HCPs research.

• How to read and interpret data: absolute value vs. % growth vs. CAGR.

• Common limitations and biases in data usage (data gaps, incomplete reporting, field bias).

2. Market research in the Pharmaceutical Industry

• Purpose and types of market research.

• Key criteria for assessing market potential: disease prevalence, treatment models, clinical guidelines, affordability, and reimbursement.

• Integrating qualitative and quantitative data to draw actionable conclusions.

3. Competitive analysis & Target market definition

• Identifying direct, indirect, and potential competitors.

• Evaluating competitive landscape: product portfolio, market share, headcount, budget, channel coverage, and brand strength.

• Defining target markets based on size, growth potential, and internal competitive capability.

Practical Work: Hands-on case study on market analysis and target market identification.

1. Patient journey & Customer journey in the Pharmaceutical Industry

• Concepts of Patient Journey and Customer Journey.

• Identifying key pain points and touchpoints along the journey.

• Common barriers: lack of awareness, cost concerns, poor compliance, and lack of trust in the brand.

2. Customer segmentation & targeting

• Core principles of customer segmentation.

• Key customer groups in Pharma: HCPs, Pharmacists, Patients, and Payers.

• Criteria for selecting target customers (targeting).

• Mapping HCPs based on their level of influence and engagement.

3. Understanding customer insights

• Differentiating between Data – Fact – Insight.

• Three criteria of a strong insight: Reality – Relevant – Resonate.

• Techniques for uncovering insights: behavioral observation, in-depth interviews, data analysis, and shadowing.

• Applying insights to build messages, select communication channels, and design effective marketing strategies.

Practical Work: Case study on understanding physicians’ behaviors and needs.

• Understand the concept and role of strategy in pharmaceutical marketing.

• Develop strategic thinking skills: logical – systematic – long-term.

• Learn how to build an effective and sharp pharmaceutical marketing strategy aligned with real market dynamics.

• Gain practical experience through a case study of a highly competitive market scenario.

1. Strategy and strategic thinking in Pharmaceutical Marketing

• What is strategy?

• The role of strategy in the pharmaceutical industry.

• Differentiating Corporate Strategy – Business Strategy – Brand/Marketing Strategy.

2. Practicing strategic thinking

• Principles of customer segmentation.

• Main customer groups in pharma: HCPs (Healthcare Professionals), Pharmacists, Patients, Payers.

• Criteria for selecting target customers (Targeting).

• Mapping HCPs based on influence levels.

3. Building a sharp Pharmaceutical Marketing strategy

• Define Where to play.

• Define How to win (key differentiators, brand positioning).

• Choose strategic pillars: Product – Price – Access – Promotion – Channel.

Case study: Propose a “How to win” strategy to extend the product life cycle.

• Master the structure and process of developing a complete marketing plan – from market analysis, goal setting, and strategy formulation to activity design and performance measurement.

• Apply practical models and tools tailored to the pharmaceutical industry (ETC/OTC).

• Develop the ability to create a clear, logical, actionable, and persuasive marketing plan that aligns with business goals.

• Build one of the core competencies required to transition into a professional marketer in the pharmaceutical field.

1. Understanding the Marketing Plan and how to build it

• Core components: Executive Summary – Market Analysis – Strategy – Tactics – KPIs – Budget – Timeline.

• Differences between Marketing Plan, Brand Plan, and Campaign Plan.

• Connection between market analysis, strategy, and action plan.

• Applying the SMART principle in goal setting.

2. Market & customer analysis

• Identify market size, growth, market share, and trends.

• Analyze customer segments: HCP segmentation (prescribers, influencers, KOLs, pharmacists), patients, payers.

• Read and utilize Pharma data sources: IMS/IQVIA, hospital data, CRM.

• Identify market gaps and unmet needs.

3. SWOT analysis & defining target customers + behavior change objectives

• Establish the relationship among SWOT elements.

• Identify target customers.

• Define Behavior Change Objective (BCO) – the desired behavioral shift from HCPs/patients.

• Link BCO to marketing objectives and brand strategy.

Homework: Analyze opportunities and threats for the selected product.

1. Setting business objectives

• Establish specific and measurable business goals.

2. Developing the marketing strategy

• Understand the Customer Behavior Change Model.

• Build strategic imperatives to capture opportunities and drive business growth.

• Develop effective marketing communication strategies.

• Define pricing strategies suitable for the market.

• Select effective distribution channels (retail, wholesale, online).

• Develop departmental strategies for Marketing, Sales, Medical, and Market Access.

3. Building brand positioning and effective messaging

• Define appropriate brand positioning.

• Build a clear Value Proposition.

• Develop a Message House framework.

Homework: Build marketing strategy and brand positioning for the selected product.

1. Group Division and Product Selection

• Group 1: ETC products (Statin, SGLT2i, ICS/LABA/LAMA).

• Group 2: Vaccines (HPV, Streptococcus pneumoniae, Dengue).

• Group 3: OTC products (Calcium supplement, Berocca, Effervescent Paracetamol).

• Group 4: Generic products.

2. Practice: Developing a Complete Marketing Plan (Based on Sessions 3-15)

• Market and customer analysis.

• Identify product opportunities and challenges.

• Build strategic development plans.

• Propose communication, access, and commercial plans.

• Define KPIs and contingency plans.

3. Instructor-Led Practice & Evaluation

• Identify key differences among the 4 marketing plans.

• Support on market data search and analysis.

• Presentation, Q&A, and feedback from lecturers.

• Understand and apply the Marketing Innovation process.

• Develop and strengthen practical creative thinking skills.

• Apply innovative ideas into pharmaceutical marketing strategy and execution.

• Gain hands-on experience through case study brainstorming and pitching.

1. The Marketing Innovation Process

• Understand and apply the 6-step innovation process in marketing.

2. Developing Creative Thinking in Pharmaceutical Marketing

• Understand the difference between creativity and innovation.

• Develop creative habits through observation, asking “What if?”, and learning from other industries (FMCG, Tech, etc.).

• Create a safe and open environment for creativity: team brainstorming, embracing trial & error, and avoiding judgment during idea generation.

• Utilize creative thinking tools: Design Thinking, Empathy Map, Customer Journey Map.

• Balance creativity with legal and regulatory compliance in the pharmaceutical industry.

3. Applying Marketing Innovation to Strategy Execution

• Transform insight into a Big Idea, then apply it in campaign execution.

• Apply innovation in content development: storytelling, medical education, patient engagement.

• Apply innovation across channels and tools: digital touchpoints, omnichannel, trade marketing.

• Link creativity with brand strategy to ensure consistency and alignment.

Homework: Develop one new marketing innovation applicable to the selected product’s strategy.

• Understand thoroughly the process of building and deploying a communications campaign within the Pharmaceutical industry.

• Practice developing communication briefs, creating multi-channel deployment plans, and measuring communication effectiveness.

• This module focuses on the ability to connect marketing strategy with specific actions, ensuring the message is conveyed accurately, completely, and effectively to the right target audience.

1. MKT Communications Planning Process

2. Analyzing Target Customer Personas

3. Developing the Big Idea

• The role of the Big Idea in a marketing campaign.

• The process of creating a Big Idea using the INSIGHT – TENSION – BIG IDEA model.

• Brainstorming methods and their application in pharmaceutical marketing.

• Case study: Successful campaigns driven by a Big Idea.

4. Developing Communication Materials

• Types of materials required in a campaign (Visuals, Brochure, Group presentation, Video, Social Content, etc.).

• How to convert the Big Idea into content suitable for each communication channel.

• Content development formulas.

• Criteria for evaluating and optimizing creative content.

• Ensuring compliance with regulations when executing Marketing communications in the Pharmaceutical industry.

Practical Exercise: Developing 01 campaign plan for a selected product.

1. Selecting Integrated Communication Channels

• Analyzing customer touchpoints: Offline – Online – HCP Channels (Healthcare Professional Channels) – Internal Force.

• The PESO Matrix (Paid, Earned, Shared, Owned) and budget allocation strategies.

• Compliance considerations when utilizing communication channels in the Healthcare industry.

2. Budget Planning & Resource Allocation

• Methods for estimating costs for each communication activity.

• Creating a Budget Allocation Sheet.

• Prioritizing and optimizing the budget with limited resources.

3. Implementation and Effectiveness Measurement

• Common marketing activities/programs in the pharmaceutical industry.

• Effective event organization process: Planning – Execution – Evaluation.

• Key considerations for organizing different types of activities/programs.

• How to optimize event effectiveness and increase customer engagement.

• KPIs aligned with campaign objectives: Awareness – Engagement – Conversion – Loyalty.

• Tracking tools: Weekly/Monthly dashboards, deployment checklists, CRM data.

• How to adjust the campaign when deviations occur (Plan B).

Practical Exercise: Developing 01 campaign plan for a selected product.

• Know how to establish a list of key territories and conduct stakeholder mapping.

• Understand the process of gaining access and reimbursement, and how to build a plan to include the product in the Health Insurance scheme (BHYT).

• Master the development of a pricing strategy and a plan for price adjustment in tendering.

• Implement and evaluate effectiveness: KPIs and measurement tools.

1. Developing a list of key territories & access strategy

• Identifying target hospitals.

• Selection criteria.

• Mapping stakeholders within the hospital: KOLs (Key Opinion Leaders), HODs (Heads of Department), drug and therapeutics committee, Materials/Supplies department.

• Prioritizing resources based on potential and accessibility.

2. Plan for Product Inclusion in the Health Insurance (BHYT) list

• Determining factors.

• Developing Health Economics studies.

• Building the BHYT dossier (value dossier, pharmacoeconomic evidence).

• Tracking progress and a plan to engage stakeholders during the access process.

3. Pricing Strategy & Tendering Price Plan

• Pricing strategy to optimize opportunities in tendering: winning price vs. reference price, price negotiation.

• Developing a pricing plan based on the product lifecycle stages: launch – growth – mature.

• Balancing tender price – profit – scalability.

Homework: Developing an access plan for selected key territories for the chosen product.

• Understand the specific characteristics and insights of pharmacy customers.

• Know how to select and utilize effective Trade Marketing tools.

• Be capable of building a feasible Trade Marketing plan.

• Implement and evaluate effectiveness: KPIs and measurement tools.

1. Segmenting & deeply understanding Pharmacy Customer Insights

• Specific characteristics of pharmacy customers.

• Segmentation criteria.

• Insights from pharmacy customers.

• Insight collection: surveys, field force feedback, sales data.

2. Effective Trade Marketing tools

• Merchandising (display, POSM – Point-of-Sale Materials).

• Promotions & discounts, loyalty programs.

• Support policies: credit, training for pharmacy staff.

• Engagement activities: workshops for pharmacy owners, community health partnership campaigns.

• Digital application in Trade: CRM, e-commerce, chain management.

3. Building and Executing the Trade Marketing Plan

• Selecting objectives: increasing coverage, boosting sell-in/sell-out revenue, expanding brand presence.

• Resource allocation: budget, field force team, support materials.

• Measuring effectiveness: percentage of sell-out, channel coverage, display level, ROI of trade programs.

• Continuous improvement based on feedback from pharmacies and sales data.

Homework: Developing a Trade MKT plan for the selected product.

• Develop the ability to present ideas clearly, persuasively, and inspirationally.

• Guide on structuring logical content and designing professional slides in a marketing style.

• Apply storytelling techniques to simplify technical information, connect emotionally, and make an impression on the audience.

• Build confidence in internal presentations, plan proposals, or persuading stakeholders in the workplace.

1. Developing High-Impact Presentation Skills

• Understanding the principles of effective presentation in marketing and business.

• How to adjust communication style based on the target audience (HCPs, B2B, B2C, internal staff).

• Practicing persuasive skills using logical and emotional communication structures.

2. Designing Engaging Presentation Slides

• Principles of effective slide design: simplicity, clarity, and visual appeal.

• How to use images, charts, colors, and fonts to highlight the core message.

• Creating a logical flow for the marketing presentation, helping the audience understand and recall information easily.

3. Applying Storytelling to Deliver Powerful Messages

• Why is storytelling important in marketing?

• The storytelling model (Hero’s Journey) and how to apply it to a marketing campaign.

• How to transform dry data into a compelling story.

• How to use storytelling to enhance the appeal of a presentation.

• Storytelling in advertising, brand content, and communication campaigns.

• Case study: Analysis of brands successful through storytelling.

• Clearly understand the central position of Marketing within the Pharmaceutical organization.

• Know how to identify and collaborate effectively with cross-functional stakeholders.

• Develop leadership and influencing skills in a multi-department environment.

1. Marketing as the “Center of Business” in the Pharmaceutical Industry

• The role of Marketing: connecting Medical – Sales – Market Access – Regulatory – Supply Chain.

• If Marketing is not at the center, departments operate in silos, reducing overall efficiency.

2. The Importance of Stakeholder Collaboration

• Identifying key stakeholder groups: Sales, Medical, Market Access, Regulatory, Finance, Agencies, KOLs (Key Opinion Leaders).

• Factors influencing collaboration: differing goals, limited resources, overlapping priorities.

• Skills for effective cooperation.

• Creating early buy-in, accelerating implementation, reducing conflicts, and increasing effectiveness.

3. Leadership in Marketing

• Leadership in Marketing is not just managing a team but leading cross-functional efforts.

• Suitable leadership styles in Pharma.

• Developing leadership skills.

• Understand the importance of building professional relationships in a Pharmaceutical Marketing career journey.

• Know how to establish connections with colleagues, customers, and partners through effective interaction; how to strategically gain recognition and amplify personal value; and expand the professional network to enhance career growth opportunities.

• This module helps participants not only become “technically proficient” but also “relationally strong” – a crucial factor for sustainable advancement in the industry.

1. Developing an Effective Networking Strategy to Advance Career

• How to identify and approach the right people to build a career support network.

• Multi-channel networking strategy: Utilizing LinkedIn, events, conferences, and online/offline networking.

• The art of introducing yourself (Elevator Pitch) and making a strong first impression.

2. Developing a Recognition Strategy and Building Personal Brand

• Why is Recognition important? The impact of being acknowledged on your career.

• Building a personal achievement portfolio to increase self-value.

• Maximizing career opportunities through your network and recognition system.

3. Strengthening Relationships by Fostering Collaboration and Mutual Support

• Principles of Effective Collaboration.

• The Win-Win mindset: How to build mutually beneficial partnerships.

• Developing mentor-mentee relationships for learning and growth.

• How to maintain and strengthen long-term relationships.