MTIC kursus. International markedsføring & salg i medico-branchen

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1 MTIC kursus International markedsføring & salg i medico-branchen

2 Formål At give deltagerne grundlæggende forståelse for forskellige elementer i international markedsføring og salg At udveksle erfaringer og skabe indblik i de særlige markedsforhold, der kendetegner medicobranchen At udnytte workshopformatet til at udarbejde en konkret salgs- og markedsføringsplan, der sikrer et succesfuldt salg

3 Lakmus-testen Vil dit produkt forbedre patient-forløbet? Vil dit produkt reducere sundhedsudgifterne? For at få success i medicobranchen, skal dit produkt opfylde mindst et af disse kriterier og helst begge

4 Program del 1 Situations- og markedsanalyse Introduktion af program og deltagere Situations- og markedsanalyse: hvordan defineres potentielle markeder, konkurrenter, stakeholders, og hvilke økonomiske og juridiske aspekter skal der tages højde for? Pause Jeres situations- og markedsanalyse: hvordan ser den ud for jeres virksomhed? Bordet rundt: udveksling af erfaringer, tanker og idéer På gensyn

5 Program del 2 Segmentering og positionering Velkommen og introduktion til dagens program Segmentering og målgruppevalg: hvem er mine kunder og hvordan segmenterer jeg dem? Positionering: Hvordan definerer jeg mit produkt, og hvad er det sammenlignet med konkurrerende produkter? Pause Segmentering, målgruppevalg og positionering for jeres virksomhed Kort præsentation fra hver deltagende virksomhed af dagens arbejde På gensyn

6 Program del 3 Salgs- og markedsføringsplanen Velkommen og introduktion til dagens program Salgs- og markedsføringsplanen: Hvilke elementer indgår (De 7 P er) Product, Price, Promotion, Place, People, Process, Physical evidence. Eksempler fra medico branchen Pause Jeres egen salgs- og markedsføringsplan Kort præsentation fra hver deltagende virksomhed af dagens arbejde. Diskussion og feedback På gensyn

7 Program del 4 Implementering og opfølgning Velkommen og introduktion til dagens program Indlæg fra medico distributør: hvilke forventninger har en distributøt til leverandøren? Pause Afslutning af jeres salgs- og markedsføringsplan Præsentation fra hver deltagende virksomhed: hvordan vil vi få det til at ske? Tak for denne gang

8 Præsentation af undervisere Tine Svane Hansen Educational background Master of Arts, Communication Management University of South Australia, Adelaide, Australia, January 2001 (teaching in Singapore) Master of Business Administration (MBA) Monterey Institute of International Studies, California, USA, May 1990 Bachelor of International Economics and Languages (SPRØK) Copenhagen Business School, Copenhagen, Denmark, June 1989 Business experience VIA University College, 2009 Lecturer: Management & Strategy, Marketing, Team Dynamics Polycom (Denmark) VP Product Management VP Communication and marketing Head of marketing and sales support WISEhouse A/S Marketing manager LEGO System A/S Senior brand manager Executive consultant Regional manager Media manager Lars Svane Hansen Educational background HD-afsætningsøkonomi Aarhus Business School, 1993 European Management and Intl. Marketing Communication Monterey Institute of International Studies, California, USA, 1990 Physiology Danmarks Tekniske Universitet, 1989 B.Sc.EE (Svagstrømsingeniør) Aarhus Engineering College, 1986 Business experience 11år - Salgschef / Produktchef hos Medtronic Functional Diagnostics A/S (Dantec A/S) Expatriated 12 months in Buenos Aires, Argentina Expatriated 12 months in New Jersey, USA Expatriated 24 months in Singapore 15år - Salgsdirektør indenfor Forsvars og Sikkerhedsindustrien / Elektronikindustrien Terma A/S GateHouse A/S Covidence A/S, expatriated 12 months in Washington DC, USA Systemteknik A/S PR electronic A/S Dantrafo A/S

9 Præsentation af deltagere Virksomhed og value proposition Personlig profil Vigtigste nuværende problemstilling på produkt/markedsniveau SWOT analyse

10 SWOT analysis Strengths Weaknesses Opportunities Threats

11 What is Marketing? An organised effort, activity and expenditure designed to First: to acquire a customer Second: to maintain and grow a customer at a profit A complex set of tasks A philosophy of business

12 What is Marketing? Marketing is not an event, but a process It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely Jay Conrad Levinson Author of Guerrilla Marketing

13 What is included in Marketing?

14 Managing the 7 P s of the marketing mix Product/service Service/product variety Quality Design Features Brand name Packaging Sizes Warranties Returns Target market Marketing mix People Participants Staff Customers to customers Co-creation Proces Service blueprint Process design Self-service technologies Online service provision Price List price Discounts Allowances Payment period Credit terms Promotion Sales promotion Advertising Sales force Public relations Direct marketing Place Global channels Coverage Assortments Locations Inventory Transport Physical evidence Service environment Sound Sight Smell Taste Touch

15 What is a Market? Traditionally: a physical place where buyers and sellers gathered to buy and sell products and trade services Today: a complex interacting set of global markets linked through exchange processes Information Industry (collection of companies) Products/services Money Market (collection of buyers) Communication/Distribution

16 What is a Market? Consumer market Purhcases made by individual decision makers Business market Proffesional buying centers Government market Complex buying centers Governmet regulation Non-profit market Charities, education, churches, government agencies

17 What is an industry? A group of organisations offering products and/or services that satisfy the same need Same products/services Substitute products/services

18 Marketing Plan Marketing plan format Situational analysis Market analysis, Competitor analysis, etc. Marketing stategy Segmentation, positioning, branding Marketing mix The 7 Ps Implementation Timing, budgets, responsibles, control

19 Example Assisted Technology Industry Analyzing and federating the European assistive technology ICT industry Final Report March 2009

20 AT ICT Industry Value Chain Complexity

21 Complexity - Barriers Lack of knowledge by the marketplace of the types of solutions available Lack of coherent social policy for subsidising/reimbursing products and coordination among Different interpretations of national service providor systems at the regional level The cost and time needed to navigate the differet national service providors Very much agree Somewhat agree somewhat disagree Very much disagree

22 Market Knowledge is Key Flexibility in product design to be able to serve different Knowledge of rules and procedures of service provider Knowledge of the diagnostician, prescriber of products solutions Knowledge of the disabled user Very much agree Somewhat agree Somewhat disagree Very much disgagree

23 A Specific AT Market Hearing Aids A well defined market A consolidated industry A mature market and yet a growth market Aging population

24 Hearing Aids A Mature Market, with a Great Potential Hearing Instrument Coverage Pecentage of impaired population 40% 35% 30% 25% 20% 15% 10% 5% 0% Denmark Norway UK Sweden The Netherlands Germany Switzerland USA France Austria Italy Belgium Spain Hungary Estonia Slovakia Ireland Finland Czech Rep Slovenia Poland Latvia Portugal Greece Lithuania

25 Hearing Aids Market Penetration Key Drivers I Hearing Instrument Penetration vs. GNP/Capita 45% 40% 35% 30% UK Norway Pentration 25% 20% 15% 10% 5% Poland Hungary Greece Sweden Germany Netherlands France Austria Italy Belgium Spain Finland Swizerland d Ireland 0% GNP/ Capita

26 Hearing Aids Market Penetration Key Drivers II Denmark Hearing Instrument Penetration vs. Subsidy level 45% 40% Denmark Penetration 35% 30% 25% 20% 15% 10% 5% 0% UK Norway Netherlands Sweden Germany Swizerland France Hungary Austria Italy Belgium Ireland Finland Spain Poland Greece Subsidy level

27 Product / Market Challenges Determine Your Growth Challenges / Strategy

28 ASK those who know Situation Analysis

29 Situation Analysis Stakeholders

30 Situation Analysis Patient associations Key oppinion leaders Conferences Business partners

31 Situation analysis Trial and error Less planning and more execution Start from the bottom Clinical advocracy Local data to secure local credibility

32 Market analysis Market size (market potential) Market definition what products/services do we include? Is the market big or small? Mass market or niche market? Implications for business opportunity? Market growth Growing fast or slow? Introduction or declining market? Market share Dominant company? Or fragmented market?

33 Industry or product life cycle

34 The Value Chain

35 PESTEL Analysis General environment typically on national level Political Economic Sociological and demographic Technological Environmental Legal PESTEL is not a formula - but a useful checklist

36 Market structure Public health care vs. Private health insurance? Purchase process Who is buying? Who is paying? Who is influencing/making the decision? Who is befenefitting?

37 Market structure Patient flow How is it today? Will your product change this? Reimbursement/subsidies Common Procedural Terminology (CPT listing, USA)

38 Structural view of industries Barriers to entry Main market Niche

39 Porter s Five Forces

40 Objectives Competitor analysis Resources: financial position, key staff, stakeholder links Performance: sales development, market share Current products and services Present strategies

41 Appetitvækker til næste gang