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1. Marketing strategy roadmap: introduction to building a marketing plan
- Mr. Jean-François Denault
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2. Overview of market research
- Mr. Jean-François Denault
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3. Situation analysis
- Mr. Jean-François Denault
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4. Developing a marketing strategy
- Mr. Jean-François Denault
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5. Marketing strategy implementation and evaluation methods
- Mr. Jean-François Denault
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6. Marketing metrics
- Mr. Jean-François Denault
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7. Marketing in life sciences: healthcare services and healthcare digital products
- Mr. Jean-François Denault
Printable Handouts
Navigable Slide Index
- Introduction
- A bit about the presenter
- The art of strategy
- Creating, adapting and implementing strategy
- Segmentation
- Marketing strategy
- Strategies based on marketing
- Strategies based on products
- Example: Competitive market
- Pricing strategy
- Pricing for life science products
- Example: Medical
- Promotion strategy
- Promotional tools
- Distribution strategy
- Digital marketing
- Digital marketing strategy process
- Awareness
- Conversion
This material is restricted to subscribers.
Topics Covered
- Marketing strategy
- Pricing Strategy
- Promotion strategy
- Digital marketing strategy
- Distribution strategy
- Segmentation
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Talk Citation
Denault, J. (2020, February 27). Developing a marketing strategy [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved September 1, 2024, from https://doi.org/10.69645/KGMJ8607.Export Citation (RIS)
Publication History
A selection of talks on Strategy
Transcript
Please wait while the transcript is being prepared...
0:00
Today, we will be looking at the different marketing strategies you can use,
and different tactics you can apply for those strategies.
We will be going from a perspective of life sciences,
as we have been throughout these series.
0:15
So first, a bit about me.
I'm an independent consultant,
an author of some books on marketing strategy and market research for life sciences,
a graduate, I specialize in bio-industry,
and I have work with startups to Big Pharma in this space for last 15 years,
worked in medical devices, nutraceuticals,
biotech, pharma, and healthcare.
0:41
So today, we are on the art of strategy.
What is strategy?
It is the ensemble of decisions that you make so you can attain your objectives.
You have to think of it as your high-level plan of action,
whereas your tactics will be the more practical applications of that strategy.
To give you a quick example,
I worked with a company who had developed skincare products for oncology patients,
and they had an objective market growth.
We could say that their strategy,
that we developed, was around product development,
whereas you try to offer new and improved products or
suggest new usage of current products to existing customers.
But still, that could be perceived as vague.
So from a more practical point of view,
from a technical point of view,
we had developers work around product bundling,
whereas we try to bundle two or more products sold separately,
a product that the consumer is already familiar with within your product,
in the hopes of increasing sales and creating traction.