Skip to content Build brands that win with prescribers, payers and patients, from launch to loss of exclusivity.
Product management in pharma is unlike marketing in any other industry. Your brand’s success depends on regulators, payers, clinicians and patients. Your evidence defines what you can say, and every message goes through medical, legal and regulatory review before it reaches a customer.
Your brand plan has to bring all of this together, with a cross-functional team you don’t manage, while competitors, biosimilars and generics move in. Many product managers come from sales, medical or science, and learn the role on the job.
This programme gives you a structured, pharma-specific toolkit for insight, positioning, brand planning, launch and lifecycle management, applied to your own brand.
You manage a product or brand in pharma or biotech, or you are moving into product management from sales, medical or another function. You want a structured way to build and run a winning brand.
Strengthens brand performance and launch readiness, makes better use of marketing budgets, and builds product and brand managers who can lead a brand across its whole lifecycle.
Your customers are prescribers, payers and patients, and your message is regulated. You look at the role of the pharma product manager, and at what success looks like at each stage of a brand’s life.
You have market research, sales data and real-world data, but not always clear priorities. You work on turning insight into clear segments and targets, so you know which customers matter most to your brand and why.
In pharma, you can only differentiate within the label and the evidence. You build a positioning that stands out within these limits, and a value proposition that works for clinicians, payers and patients.
A brand plan only works if medical, market access and field teams support it. You practise building a plan with clear objectives, priorities, budget and KPIs, and getting it through medical, legal and regulatory review.
A brand needs different decisions before launch, at launch and when exclusivity ends. You work on shaping the market before launch, adding new indications, and protecting the brand as biosimilars and generics arrive.
You apply what you have learned to your own brand. You leave with a sharper plan: the key insight, the positioning and your priorities for the next 12 months.
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