MTIC kursus International markedsføring & salg i medico-branchen
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
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
Program del 1 Situations- og markedsanalyse 13.00 Introduktion af program og deltagere 14.00 Situations- og markedsanalyse: hvordan defineres potentielle markeder, konkurrenter, stakeholders, og hvilke økonomiske og juridiske aspekter skal der tages højde for? 15.00 Pause 15.15 Jeres situations- og markedsanalyse: hvordan ser den ud for jeres virksomhed? 15.45 Bordet rundt: udveksling af erfaringer, tanker og idéer 16.00 På gensyn
Program del 2 Segmentering og positionering 13.00 Velkommen og introduktion til dagens program 13.15 Segmentering og målgruppevalg: hvem er mine kunder og hvordan segmenterer jeg dem? 13.45 Positionering: Hvordan definerer jeg mit produkt, og hvad er det sammenlignet med konkurrerende produkter? 14.15 Pause 14.30 Segmentering, målgruppevalg og positionering for jeres virksomhed 15.15 Kort præsentation fra hver deltagende virksomhed af dagens arbejde 16.00 På gensyn
Program del 3 Salgs- og markedsføringsplanen 13.00 Velkommen og introduktion til dagens program 13.15 Salgs- og markedsføringsplanen: Hvilke elementer indgår (De 7 P er) 13.30 Product, Price, Promotion, Place, People, Process, Physical evidence. Eksempler fra medico branchen 14.30 Pause 14.45 Jeres egen salgs- og markedsføringsplan 15.15 Kort præsentation fra hver deltagende virksomhed af dagens arbejde. Diskussion og feedback 16.00 På gensyn
Program del 4 Implementering og opfølgning 13.00 Velkommen og introduktion til dagens program 13.15 Indlæg fra medico distributør: hvilke forventninger har en distributøt til leverandøren? 14.30 Pause 14.45 Afslutning af jeres salgs- og markedsføringsplan 15.15 Præsentation fra hver deltagende virksomhed: hvordan vil vi få det til at ske? 16.00 Tak for denne gang
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) 2002 2009 VP Product Management VP Communication and marketing Head of marketing and sales support WISEhouse A/S 2001-2002 Marketing manager LEGO System A/S 1990-1999 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
Præsentation af deltagere Virksomhed og value proposition Personlig profil Vigtigste nuværende problemstilling på produkt/markedsniveau SWOT analyse
SWOT analysis Strengths Weaknesses Opportunities Threats
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
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
What is included in Marketing?
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
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
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
What is an industry? A group of organisations offering products and/or services that satisfy the same need Same products/services Substitute products/services
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
Example Assisted Technology Industry Analyzing and federating the European assistive technology ICT industry Final Report March 2009
AT ICT Industry Value Chain Complexity
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 0 5 10 15 20 25 30
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 0 5 10 15 20 25 30
A Specific AT Market Hearing Aids A well defined market A consolidated industry A mature market and yet a growth market Aging population
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
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% - 5.000 10.000 15.000 20.000 25.000 30.000 35.000 GNP/ Capita
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 - 1 2 3 4 5 6 Subsidy level
Product / Market Challenges Determine Your Growth Challenges / Strategy
ASK those who know Situation Analysis
Situation Analysis Stakeholders
Situation Analysis Patient associations Key oppinion leaders Conferences Business partners
Situation analysis Trial and error Less planning and more execution Start from the bottom Clinical advocracy Local data to secure local credibility
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?
Industry or product life cycle
The Value Chain
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
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?
Market structure Patient flow How is it today? Will your product change this? Reimbursement/subsidies Common Procedural Terminology (CPT listing, USA)
Structural view of industries Barriers to entry Main market Niche
Porter s Five Forces
Objectives Competitor analysis Resources: financial position, key staff, stakeholder links Performance: sales development, market share Current products and services Present strategies
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