Masterclass

Our final Masterclass of 2018 will be held in the Tony Ryan Academy on Thursday 29th November.  This will be a full day masterclass entitled: 

“Turning the focus from Product Lifecycle to Patient Pathway”

Exploring the Patient Pathway from Diagnosis to Compliance

Overview:
Understanding the key touchpoints, influences and drivers along a patient’s pathway from diagnosis to taking a medication is absolutely critical to successfully launching new products and driving sales of existing brands.
This masterclass will explore in-depth how research can help to map the many different pathways patients take from their initial diagnosis through to being prescribed medication, taking that medication and enjoying better quality of life. We will also explore how to use data and research insights effectively to maximise marketing spend.

This will be a highly-interactive, practical masterclass with participants completing hands-on assignments.  They will leave equipped with tools that can be applied immediately in their own environments. 

The masterclass will also include a presentation on the double award winning “Dinner with Dementia” campaign which was developed in partnership between Nutricia Medical, The Alzheimer’s Society of Ireland and Ipsos MRBI.   The project sought to better understand how dementia can affect nutrition and diet, in order to develop communication materials to provide guidance and advice, created by people with dementia, for people with dementia.   The campaign won Research Excellence Awards in 2017 from the Marketing Society and was the overall Grand Prix winner. 

Format:
The masterclass will be a blend of lectures led by subject-matter experts, practical assignments undertaken by attendees and examining awarding winning case-studies.

This masterclass will be relevant to: 
Marketing Managers/Directors, Product Managers, Brand Managers, Commercial Managers, anyone involved in data analytics, the creation in marketing campaigns or medical programmes. 

Speakers: 

Angela Healy, Founder & Director with Freedom Consulting 

A highly experienced strategy consultant, Angela has helped some of Ireland’s leading companies and brands translate deep understanding of their customers and consumers into winning strategies. She is constantly seeking out new ways to understand consumer behaviour and help clients build successful businesses and great brands. She is also an expert in digital methodologies.  Angela was Chairwoman of the Marketing Society, Ireland from 2012-2013; she was formerly a lecturer with both the Smurfit Business School and the Institute of Marketing.  She is also a Certified Member of the Market Research Society (UK). 

Takir Laher, Director with Ipsos MRBI 

With over twenty years’ research experience, Tarik has expertise in a variety of research methodologies, working on quantitative and qualitative projects of varying sizes across a wide range of sectors.  He has managed numerous research projects for most of the leading Irish pharmaceutical companies on a range of healthcare issues.  Tarik leads on all pharmaceutical research in Ipsos MRBI, interviewing Hospital Consultants, GPs, Nurse Specialists and Patients on a regular basis.
Tarik holds an Honours degree in Psychology from University College Dublin, a Graduateship in Marketing from the Marketing Institute of Ireland (MII), and an MSc (Executive) Masters in Marketing from DIT.  He was the inaugural recipient of the MII’s Pat Cahill Award for services to marketing in Ireland and led Ipsos MRBI’s double win and the Marketing Society’s Research Excellence Awards 2017.