| Learning objectives |
At the end of the course the student should be
able to:
- Demonstrate that they can structure a plan for a prescription
drug with clear link between the vision and goals, situation
analysis (SWOT), key issues and opportunities, strategic
imperatives, initiatives, activities, and Key Performance
Indicators (KPIs)
- Understand the value-chain for the pharmaceutical industry
relevant for launch planning and go to market planning within
pharmaceutical marketing management
- Understand the roles and contributions of relevant functions
involved in developing and commercializing a pharmaceutical
drug
- Analyse, describe and apply the structure and approach taught
in the course
- Demonstrate understanding of situation analysis, identify
relevant key issues and opportunities, strategic imperatives and
provide concrete examples of initiatives, activities to address
these and leverage the opportunities and provide a key indicator
for success
|
| Course prerequisites |
It is recommended that students have a basic
knowledge of theories about consumer behaviour and marketing
(bachelor level). The course is especially relevant for graduate
students from e.g. the EMF, BCM and IMM lines at CBS or students
from other lines wanting to expand their marketing skills. All
students are welcome to attend.
This course is strongly recommended for students planning careers
in biotechnology, pharmaceuticals, other R&D-heavy industries,
management consulting etc. |
| Examination |
|
Pharmaceutical
Marketing Management:
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 15 pages |
| Assignment type |
Report |
| Release of assignment |
The Assignment is released in Digital Exam (DE)
at exam start |
| Duration |
2 weeks to prepare |
| Grading scale |
7-point grading scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Autumn |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
* if the student fails the ordinary
exam the course coordinator chooses whether the student will have
to hand in a revised product for the re- take or a new
project.
|
|
| Course content, structure and pedagogical
approach |
|
The course will provide an overview of the biotech and
pharmaceutical industry and how pharma marketing management &
strategy has become essential even for one of the most
R&D-heavy industries
The course will introduce participants to the fundamentals of
pharmaceutical marketing management, including for
example:
-
What is the role of marketing in the pharmaceutical
industry?
-
How are pharmaceuticals developed
-
Who are the customers
-
How to launch a new product
-
How to extend the lifecycle
Pharmaceutical Marketing Management starts with understanding
the unmet medical need and the drug candidate’s ability to address
these compared to competitors, the ecosystem and how the drug will
provide value to the shareholders of the company. While austerity
measures in many countries are increasing local and national
hurdles for market access (pricing and reimbursement), drug
launches are becoming more numerous, targeting specific patient
populations, and more competitive. It has never been more important
for pharmaceutical & Biotech companies to master the
capabilities of launching new products. To do this
successfully, cross-functional work and functions must be involved
in the planning and understand the fundamentals of the
pharmaceutical marketing planning process.
The course content builds on the expertise and experience that
the experts teaching this course has accumulated over the last 20
years in advising and implementing major product launches in EMEA,
US, and Japan across major therapy areas. It covers all concepts
and evidence-based tools for effective strategic decision-making
and planning in the process up to launch, with a focus on what will
determine the brand’s commercial success.
During the course you will be exposed to a theoretical
understanding and a practical grasp of pharmaceutical marketing. We
will do so by leveraging experts from the pharmaceutical and
Biotech industry. Participants will during the course dissect
challenging case studies and thus prepare themselves for strategic
brand management issues in an international context. We will also
leverage that the course participants consist of students from
business school and life sciences.
Pharmaceutical marketing management includes traditional
marketing topics like brand vision and goals, situation analysis
(SWOT), key issues and opportunities, followed by strategic
imperatives, initiatives, activities, and KPIs. The course focus on
how to apply these to building a commercial strategy for a
prescription drug in one of the most complex and regulated
industries. We will address e.g. these questions:
- How to ensure patient focus throughout product
development?
- How to differentiate products with similar functionality?
- How to successfully launch a new product?
- How to optimize the value of a product through its
lifecycle?
- How to comply with the strict regulatory, ethical and
compliance regulation?
|
|
| Description of the teaching methods |
| Lectures, home-study, study cases, group-work in
class and class discussion |
| Feedback during the teaching period |
| Continuous feedback will be given to the student
based on their level of preparation and engagement. At each lecture
students will be probed on their level of understanding of the
course topics and ability to use learnings for problem solving.
Feedback will be provided orally in the lecturers |
| Student workload |
| Forberedelse |
123 hours |
| Undervisning |
33 hours |
| Eksamen |
50 hours |
|
| Expected literature |
|
Introduction Books to Pharmaceutical Marketing
Management: Pharmaceutical Marketing by Brent L. Rollins
and Matthew Perri (c.f Module 3)
Good reference for Pharmaceutical Brand
planning:
- Brand Planning for the Pharmaceutical Industry; Janice
MacLennan, Sept 2016 (c.f. Module 7)
- Brand Therapy, Prof Brian D Smith: 15 Techniques for creating
brand strategy in Pharma and Med Tech, Jan 24, 2018
Introduction to the pharmaindustry
Strategic Drug Development
(Optional reads) If you want to know more – skim
through: Schacter, Bernice Zeldin (2006). The New
Medicines: How Drugs are Created, Approved, Marketed and Sold.
Westport, Connecticut: Praeger Publishers. ISBN 0-275-98141-X
Chapter 1, Chapter 3-11; Pdf’s provided and uploaded on Canvas
Launch
- Launch excellence papers: (skim) vi and read: vii
- Orphan- medicines-launch-excellence
- Marketing principles and process, Pharmaceutical Marketing by
Brent L. Rollins and Matthew Perri. Ch 1
Product
Lifecycle
Management
- Kvesic DZ. Product Lifecycle management: Marketing Strategies
for the Pharmaceutical Industry. Journal of Medical Marketing.
2008; 8(4): page 293-301
For more detailed information (optional):
Ellery T. & Hansen N. Pharmaceutical Lifecycle Management;
Making the Most out of Each and Every Brand. Wiley. 2012. Part D
and Part E: page 113-206
Brand Marketing
Management
- EFPIA HCP Code http://transparency.efpia.eu/2019
- Marketing principles and process, Ch 1, by Brent
Rollins
Optional reads: Reuters on C-19 survey –
Digital impact to pharma industry
Health Economics and Market Access
- Deloitte Consulting: Big pharma’s market access
mission
- J. Sussex – Adrian Towse – Nancy Devlin:
Operationalizing Value-Based Pricing of Medicines – A
Taxonomy of Approaches
- B. Luce et. al. (2010): EBA, HTA, and CER: Clearing the
Confusion (page 256-276), MIlbank Quarterly
-
The Economics of Drug Discovery and the Ultimate
Valuation of Pharmacotherapy in the Marketplace (page
263-266), Discovery; J.A. Sollano et. al. (2008):
-
Pieter
Dylst, PharmD, et al (2012): Reference pricing systems
in Europe: characteristics and consequences, Generics and
Biosimilars Initiative
Journal
|
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