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SAE Media Group present their 2nd annual masterclass in Rx to OTC switching to help address key steps and issues, and to review growth opportunities from OTC drugs to medical devices and food supplements. This masterclass will cover the essentials skills needed to ensure a successful switch and maintain strong brand portfolio and life cycle management.

This step-wise roadmap of strategic and operational planning aims to help guide switch leaders towards the successful creation, development and establishment of innovative OTC brands in the changing consumer healthcare market environment.


Key Business Benefits of attending:

  • Understand how to optimise stakeholder engagement from pre- launch to launch
  • Learn consumer-led insights to drive product growth and lead the market
  • Learn to coordinate through regulatory hurdles in a concerted effort and the importance of internal championing
  • Enhance portfolio management skills to build momentum around products towards market-leading growth

This masterclass is designed for the following job areas but not limited to: 

  • OTC consumer products
  • Marketing
  • Portfolio management
  • Brand management
  • Consumer-led marketing

Masterclass LEADER


Robert Benson

Managing Director, Stratleader Partners Ltd

Rob is a brand and communications strategist with 25 years’ experience in healthcare. His involvement in planning and building brands has helped shape both Rx and consumer healthcare, including pioneering and leading the movement of Rx to OTC switching that has changed the face of self-medication in the UK and worldwide.

Stratleader Partners Ltd

Stratleader is a partnering brand consultancy focused on defining and realising the strategic advantages that benefit healthcare marketers so they can optimally develop and grow their brands.

Masterclass programme

8:30 Registration & Coffee

9:00 Opening Remarks and Introductions

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

9:10 Session 1- A Focus on Growth - Defining `The Opportunity

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

9:50 Session 2- The Role of Switch – Driving Change & Value Creation

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

10:30 Morning Coffee

11:00 Session 3 – Product Profiling – Prioritising Switch Candidates with Consumer-Led Insight

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

11:40 Session 4 – Navigating the Regulatory Landscape & Internal Championing

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

12:20 Networking Lunch

13:30 Session 5 – Brand Prototype Development – Vision, Insight, Story, Ambition (VISA)

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

14:10 Session 6 – Pre-Launch to Launch Planning – Stakeholder, Alignment, Integration & Activation

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

14:50 Afternoon Tea

15:20 Session 7 – Building Brand Momentum & Staying Power

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

16:00 Session 8 – Rules for the Road Ahead

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio

16:40 Closing remarks

Robert  Benson

Robert Benson, Managing Director, Stratleader Partners Ltd
View Bio


Holiday Inn Regents Park

Carburton Street
London W1W 5EE
United Kingdom

Holiday Inn Regents Park

Choose the well-connected Holiday Inn London-Regent's Park hotel, with a superb central London location and speedy transport links. Holiday Inn London-Regent's Park is in a leafy and cosmopolitan area of central London, a 10-minute walk from bustling Oxford Street. Leave your car in our NCP managed underground car park, and explore London by Tube. Great Portland Street Tube station is 25 metres from the hotel, from where you can reach the City and Canary Wharf in 30 minutes, and London Heathrow Airport in 45 minutes.

Wireless Internet is available throughout the hotel, and you can invite up to 300 people to events at the Academy Conference Centre, with an IT technician and break-out zones. Holiday Inn London-Regent's Park is a 10-minute walk from Santander's offices and businesses in the BT Tower. Stroll 5 minutes to Regent's Park, where you'll find London Zoo and pretty Primrose Hill. We're a 10-minute walk from Bond Street boutiques and 20 minutes from Buckingham Palace and cruises on the River Thames.

Ask our Concierge to plan your day out and book West End theatre tickets. Room Service is available 24 hours at Holiday Inn London-Regent's Park, or dine in the vibrant Junction Restaurant. Our Junction Bar has a menu of light bites, and a hot breakfast buffet is served daily.



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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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UK Office
Opening Hours: 9.00 - 17.30 (local time)
SAE Media Group , Ground Floor, India House, 45 Curlew Street, London, SE1 2ND, United Kingdom
Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
Website: http://www.smgconferences.com Email: events@saemediagroup.com
Registered in England - SMi Group Ltd trading as SAE Media Group

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