"Revolution" is a pretty radical term but arguably it sums up the developments transforming the pharmaceutical industry today. Developing strategies in this new economic environment is no longer only the responsibility of top management - it is everyone's responsibility!
The Competitive Healthcare Strategies course teaches the principles of strategic marketing. Throughout the course, the use of a sophisticated computer simulation lets participants apply their skills in simulated market place. Participants learn by doing!
The program immerses participants in the strategic cycle and holds them accountable for their performance.
The StHEALTH (Strategic Healthcare) business simulation simulates a competitive pharmaceutical environment. Course participants are divided into teams taking over as the management of a pharmaceutical company. These teams compete directly against one another vying for market share and profits.
Plenary sessions, which explain the principles of strategic marketing and simulation decision periods are intermixed and directly linked. For example, after the plenary session on portfolio management, participants can immediately view their portfolios on their computers. With this new information they can further plan and execute their strategy.
As in real life each management team must develop and execute a marketing strategy in the face of uncertain market conditions.
The course focuses on the key elements of strategy - portfolio management, market segmentation and product positioning. Joint ventures, risk analysis and sales-force management can also be incorporated into the course.