• Identify problems within your organization in relation to life science markets.
• Apply theories and models of the course to own organization or other chosen empirical or conceptual context.
• Reflect upon theories and models’ relevance and applicability.

Biotech and pharma markets are among the most complex markets today. They consist of many different stakeholders, not only customers, regulatory entities, politicians, insurance companies, hospitals, as well as medical doctors to name but a few. Regulatory entities are increasingly measure and adopt treatments based on benefits and cost effectiveness. Pricing policies are challenged for legitimacy and insurance firms are pushing for discounts and rebates. Digital health solutions with a clear focus on end consumers are challenging a focus on scientific communication with doctors and regulatory entities.  Life science companies must find ways to navigate and make necessary compromises in many different areas such as product research and development, marketing, market access, pricing etc. They most focus on measurable benefits and cost effectiveness and find innovative solutions to access their markets, while maintaining their legitimacy and integrity in pricing, and they must find ways to prolong product lifecycles and optimize revenues.

The course life sciences market focus on an integrated set of subjects in the marketing of lifescience products. The course starts out analyzing the complexity of life science markets and develops key marketing concepts. This is followed by a session on the management of benefits and value through target product profiles, how alliances and business relationships may be managed in the life sciences, and how market access is managed. On the third day we start out with a focus on health economics and develop the methods and techniques for analyzing benefits and cost effectiveness, followed by a session on pricing focusing on both how to price for value, how control discounting and defend pricing integrity and legitimacy. The final day starts with a discussion on life cycle management and finishes with work on synopsis where the learnings of the course are applied to your firm.

The course will be delivered in an interactive manner. Each session will typically start out with a lecture focusing on key elements of the problems discussed. Following this, the session will move on to more detailed work applying concepts and models through simulations, exercises, casework, and workshops. The last day will provide a forum for discussing the synopsis and developing perspectives on the status and development of your organization’s market competencies.