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Quest Training

Pharmaceutical & Medical Devices Marketing Training Course

Builds marketing strategies for medicines, medical devices and health solutions that respect the clinical, regulatory and ethical limits of healthcare markets.

PMS · Pharmaceutical & Medical Supply ManagementAll Levels#2612ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Healthcare & Hospital ManagementCategories:Pharmaceutical & Medical Supply Management

Course Overview

This advanced programme provides a practical framework for developing and executing effective marketing strategies for pharmaceutical products, medical devices, and healthcare solutions. It addresses the unique commercial, clinical, regulatory, and ethical considerations that distinguish healthcare marketing from conventional marketing environments. The programme examines healthcare market analysis, customer segmentation, product positioning, value propositions, market access, competitive intelligence, pricing considerations, product launches, and lifecycle management. It also explores the different decision-making dynamics involving physicians, pharmacists, hospitals, procurement teams, healthcare organisations, and other stakeholders. Participants will develop practical approaches for translating clinical and technical product information into compelling, evidence-based value propositions while maintaining appropriate regulatory and ethical standards. Particular attention is given to omnichannel engagement, digital marketing, healthcare professional engagement, campaign planning, and measuring marketing effectiveness. Through market analysis exercises, product positioning activities, campaign development, competitive scenarios, and launch planning, participants will build the capabilities required to manage pharmaceutical and medical device marketing in competitive and highly regulated healthcare markets.

Learning Objectives

  • Analyse pharmaceutical and medical device markets and their commercial dynamics.
  • Segment healthcare markets and identify high-value customer groups.
  • Develop differentiated positioning strategies for healthcare products and solutions.
  • Build evidence-based value propositions for pharmaceutical and medical device products.
  • Analyse customer decision-making across physicians, hospitals, procurement teams, and other stakeholders.
  • Apply competitive intelligence techniques to support marketing decisions.
  • Develop product launch and market-entry strategies.
  • Apply product lifecycle marketing approaches from introduction to maturity.
  • Design integrated digital and traditional healthcare marketing campaigns.
  • Develop effective engagement strategies for healthcare professionals and institutional customers.
  • Apply ethical, regulatory, and compliance considerations to healthcare marketing activities.
  • Establish KPIs and analytical approaches to measure marketing effectiveness and return on investment.

Who Should Attend

Pharmaceutical Marketing Managers Medical Device Marketing Managers Brand Managers and Product Managers Healthcare Marketing Specialists Pharmaceutical Sales and Marketing Professionals Medical Device Commercial Professionals Market Access and Commercial Strategy Professionals Business Development Managers in Healthcare Product Launch and Portfolio Management Teams Healthcare Commercial Excellence Professionals Medical Affairs and Market Intelligence Professionals Professionals preparing to assume pharmaceutical or medical device marketing responsibilities

Learning Outcomes

  • Analyse pharmaceutical and medical device market structures and competitive environments.
  • Segment healthcare customers according to needs, behaviour, influence, and commercial value.
  • Develop differentiated product positioning and market propositions.
  • Translate clinical and technical evidence into customer-focused value propositions.
  • Map healthcare stakeholders and analyse their purchasing and prescribing influence.
  • Conduct competitive analysis and identify market opportunities and threats.
  • Develop pharmaceutical and medical device launch strategies.
  • Design product lifecycle strategies for different market stages.
  • Build integrated healthcare marketing campaigns across relevant channels.
  • Develop effective engagement strategies for healthcare professionals and institutional buyers.
  • Evaluate marketing performance using appropriate commercial and customer indicators.
  • Develop a practical marketing strategy for a pharmaceutical or medical device product.

Course Outline

Day 1

Healthcare Markets, Customer Segmentation & Commercial Strategy

  • Characteristics of pharmaceutical and medical device markets
  • Healthcare market structures and stakeholder ecosystems
  • Market dynamics and commercial drivers
  • Market research and healthcare intelligence
  • Customer and stakeholder segmentation
  • Physicians, pharmacists, hospitals, procurement teams, and healthcare organisations
  • Customer needs, behaviours, and decision-making processes
  • Market opportunity identification
  • Competitor and market landscape analysis
  • Identifying unmet needs and market gaps
  • Developing strategic marketing priorities
  • Practical Application: Build a healthcare market segmentation and opportunity analysis for a selected product
Day 2

Product Positioning, Value Proposition & Competitive Marketing

  • Pharmaceutical and medical device product positioning
  • Brand strategy and product differentiation
  • Developing evidence-based value propositions
  • Translating clinical and technical benefits into customer value
  • Product features versus clinical and economic benefits
  • Competitive positioning and differentiation
  • Competitor benchmarking
  • Competitive intelligence and market monitoring
  • Pricing and value considerations
  • Managing objections and competitive challenges
  • Developing product messaging frameworks
  • Practical Application: Create a positioning and value proposition strategy for a pharmaceutical or medical device product
Day 3

Product Launch, Market Access & Lifecycle Management

  • Principles of pharmaceutical and medical device product launches
  • Market-entry strategy and launch readiness
  • Launch objectives, milestones, and resource requirements
  • Stakeholder mapping and pre-launch engagement
  • Market access considerations
  • Procurement and institutional purchasing processes
  • Product adoption and customer conversion
  • Managing product growth and maturity
  • Portfolio management and lifecycle optimisation
  • Product repositioning and differentiation
  • Managing declining products and market transitions
  • Practical Application: Develop a launch strategy and implementation roadmap for a healthcare product
Day 4

Digital Marketing, Healthcare Engagement & Campaign Management

  • Digital transformation in healthcare marketing
  • Omnichannel marketing strategies
  • Healthcare professional engagement
  • Digital content for pharmaceutical and medical device audiences
  • Social media and professional digital platforms
  • Educational and scientific marketing content
  • Customer journey and engagement planning
  • Campaign development and channel selection
  • Marketing automation and customer relationship management
  • Personalised healthcare marketing
  • Measuring campaign engagement and effectiveness
  • Practical Application: Design an integrated omnichannel campaign for a pharmaceutical or medical device product
Day 5

Marketing Compliance, Performance Analytics & Integrated Strategy

  • Ethical principles in pharmaceutical and medical device marketing
  • Regulatory and compliance considerations
  • Appropriate use of clinical, scientific, and promotional claims
  • Promotional review and approval processes
  • Managing risks in healthcare communications
  • Marketing KPIs and performance dashboards
  • Customer engagement and conversion metrics
  • Campaign effectiveness and return on marketing investment
  • Marketing budget allocation and optimisation
  • Continuous improvement and commercial performance management
  • Building an integrated healthcare marketing strategy
  • Final Workshop: Develop a complete Pharmaceutical & Medical Devices Marketing Plan covering market analysis, segmentation, positioning, value proposition, launch strategy, stakeholder engagement, omnichannel marketing, compliance, KPIs, and performance measurement.

Upcoming Dates

Selected date

Munich · 16 – 20 Aug 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
CasablancaScheduled
2 – 6 Nov 2026€4,300—
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BakuScheduled
2 – 6 Nov 2026€4,800—
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DammamScheduled
9 – 13 Nov 2026€4,200—
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DohaScheduled
16 – 20 Nov 2026€4,400—
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DubaiScheduled
22 – 26 Nov 2026€4,400—
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BangkokScheduled
23 – 27 Nov 2026€6,100—
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GenevaScheduled
30 Nov – 4 Dec 2026€6,300€5,670until 9 Nov
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IstanbulScheduled
7 – 11 Dec 2026€4,700€4,230until 16 Nov
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BarcelonaScheduled
7 – 11 Dec 2026€5,400€4,860until 16 Nov
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JeddahScheduled
13 – 17 Dec 2026€4,200€3,780until 23 Nov
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Kuala LumpurScheduled
14 – 18 Dec 2026€4,400€3,960until 23 Nov
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LisbonScheduled
21 – 25 Dec 2026€5,400€4,860until 30 Nov
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BeirutScheduled
27 – 31 Dec 2026€4,000€3,600until 7 Dec
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LondonScheduled
28 Dec 2026 – 1 Jan 2027€5,600€5,040until 7 Dec
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MadinahScheduled
4 – 8 Jan 2027€4,200€3,780until 14 Dec
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MadridScheduled
11 – 15 Jan 2027€5,400€4,860until 21 Dec
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CairoScheduled
17 – 21 Jan 2027€3,300€2,970until 28 Dec
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MakkahScheduled
18 – 22 Jan 2027€4,200€3,780until 28 Dec
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ManamaScheduled
25 – 29 Jan 2027€4,700€4,230until 4 Jan
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MarbellaScheduled
1 – 5 Feb 2027€5,400€4,860until 11 Jan
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MarrakeshScheduled
1 – 5 Feb 2027€4,300€3,870until 11 Jan
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MilanScheduled
8 – 12 Feb 2027€6,000€5,400until 18 Jan
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Cape TownScheduled
8 – 12 Feb 2027€5,100€4,590until 18 Jan
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MunichScheduled
15 – 19 Feb 2027€5,400€4,860until 25 Jan
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ErbilScheduled
21 – 25 Feb 2027€3,100€2,790until 1 Feb
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MuscatScheduled
22 – 26 Feb 2027€5,300€4,770until 1 Feb
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OnlineScheduled
28 Feb – 4 Mar 2027€1,700€1,530until 8 Feb
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ParisScheduled
8 – 12 Mar 2027€5,700€5,130until 15 Feb
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RabatScheduled
15 – 19 Mar 2027€4,300€3,870until 22 Feb
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RiyadhScheduled
15 – 19 Mar 2027€4,200€3,780until 22 Feb
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MunichScheduled
16 – 20 Aug 2027€5,400€4,860until 26 Jul
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