Universitat Internacional de Catalunya
Marketing for Biomedical Industries
Other languages of instruction: English, Spanish
Teaching staff
Questions will be resolved before or after class. Any questions from online students will be answered by videoconference.
Introduction
The biomedical industry is committed to research into the release of new products on the market on a continued basis. This creates the need for companies to hire highly qualified professionals for their commercial and marketing departments, so that they can successfully design commercial strategies in increasingly global and competitive markets, taking into account the possibilities of product market access.
The aim of this module is to provide knowledge on the design of strategic and tactical promotion and marketing plans, as well as in financial planning through ethical behaviour and social responsibility.
The subject has been designed because most of the students participating on the module do not have any marketing knowledge in the biomedical industry or on the system of accessing medicines in Spain. In this regard, in the first theoretical part of the subject, an initial approach is made to the basic principles of marketing, SWOT analysis, marketing strategies, and investment incentives employed by companies, as well as the final access of medicines to the market.
The second part of the subject is devoted, through case methods, to implementing the different theoretical concepts covered in the first part of the module. The aim of this allocation is to go over the essential aspects that any biomedical students working in the biomedical industry must be aware of.
Credits: 4 ECTS
The 4 ECTS credits represent approximately 40 hours distributed over 28 hours working with lecturers and course participants (16 theoretical hours and 12 hours of practical exercise) and another 12 self-employed working hours, either individually or in group.
Pre-course requirements
There are no admission requirements.
Objectives
- To describe the basic concepts of pharmaceutical marketing in the context of a biomedical company.
- To describe different marketing strategies for biomedical products.
- To describe the basic financial tools required to comprehensively train a marketing and sales manager.
- To explain the basic concepts of marketing and pharmacoeconomics.
Competences/Learning outcomes of the degree programme
CB4: That students can transmit information, ideas, problems and solutions to both specialized and non-specialized audiences.
CG11: Recognizing basic concepts from different fields related to biomedical sciences.
CE19: Recognizing the principles of biomedical sciences related to health and learn to work in any field of Biomedical Sciences (biomedical company, bioinformatics laboratories, research laboratories, clinical analysis company, etc.
Learning outcomes of the subject
At the end of the course, the student:
- Know how to appropriate use the scientific, technical or specific vocabulary of the field in which the activity will be carried out.
- Understand basic principles and marketing strategies and be able to use this knowledge in the context of a biomedical enterprise.
- Understand the process of market access for biomedical products and understand the market strategies employed in the biomedical industry, depending on the context (pharmacy, hospital pharmacy, health advisers, health ministry, etc.).
Syllabus
Health Economy/Health Technology Assessment
Theoretical class. Unit 1. Introduction to Marketing (2 hour masterclass)
Content
The importance of marketing will be explained as an action directed towards customers with the goal of profitability, as well as its scope, mission and cycles.
Required reading
Kotler P, Keller K., Marketing Management, Global Edition. Pearson. 2015
Additional Materials
Becker MC, Lillemark M., Marketing/R&D integration in the pharmaceutical industry. Research Policy 2006;35(1):105-120.
Theoretical class. Unit 2. SWOT analysis and objective definition (2 hour masterclass)
Content
Studying the weaknesses, threats, strengths and opportunities that a company faces is fundamental in any company's marketing plan.
Required reading
Sánchez Huerta D. 2020. Análisis FODA o SWOT. El mejor y más completo estudio con 9 ejemplos prácticos. Bubok Publishing S.L.
Additional Materials
Sisamón Gil, R.M. El análisis "SWOT" aplicado a la intervención en casos de personas en situación de exclusión social. Documentos de Trabajo Social 2012; 51:469-487.
Theoretical class. Unit 3. Segmentation and Positioning (2 hour masterclass)
Content
The student will learn that in the biomedical world there is a pool of doctors according to certain common characteristics, and that in pharmaceutical marketing, the doctors must be chosen in terms of the marketing action.
Required reading
Kotler P, Keller K., Marketing Management, Global Edition. Pearson. 2015
Additional Materials
Martin G. The Importance of Marketing Segmentation. American Journal of Business Education 2011; 4(6):15-18.
Lerer L., Pharmaceutical Marketing Segmentation in the Age of the Internet. Journal of Medical Marketing: Device, Diagnostic, and Pharmaceutical Marketing 2002;2(2):159-166.
Theoretical class. Unit 4. Marketing strategies (2 hour masterclass)
Content
Learner will learn different marketing strategies for exchanging product information with the user (for example, inbound marketing)
Required reading
Kotler P, Keller K., Marketing Management, Global Edition. Pearson. 2015
Additional Materials
R. Stephen Parker . Charles E. Pettijohn Pharmaceutical Drug Marketing Strategies and Tactics, Health Marketing Quarterly (2005), 22:4, 27-43.
Theoretical class. Unit 5. Pharmaceutical Marketing (2 hour masterclass)
Content
Participants will know all the tools necessary for the performance of product marketing responsibilities in the health sector, such as strategic and operational marketing, communication strategies, etc.
Required reading
Kotler P, Keller K., Marketing Management, Global Edition. Pearson. 2015
Additional Materials
Severi Bruni D, Verona G., Dynamic Marketing Capabilities in Science-based Firms: an Exploration Investigation of the Pharmaceutical Industry. British Journal of Management 2009;20:S101-117.
Theoretical class. Unit 6. Market Access (OTC, hospital, regional and national context and pharmacoeconomics (6 hour masterclass)
Content
In this area we will cover institutional relations and market access to know the scene of current health policy, interest groups and decisions that impact on drug access. The basic concepts of pharmacoeconomy will be taught.
Required reading
Oliva Moreno, Juan; González López-Valcárcel, Beatriz; Trapero Bertrán, Marta; Hidalgo Vega, Álvaro; del Llano Señarís, Juan E. Economía de la salud. Madrid: Pirámide, 2018. 444. 978-84-368-3977-7
Additional Materials
Ijzerman M.J., Steuten L.M.G., Early Assembly of Medical Technologies to inform product development and marketing access. A review of Methods and Applications. Applied Health Economics and Health Policy, 2012;9:331-347.
Seminars
Seminar 1. Practical application marketing concepts
Seminary 2. SWOT analysis of a biomedical product
Seminary 3. Practical case on biomedical segmentation
Seminary 4. Design a biomedical product communication strategy
Seminary 5. Practical case of tools to use for a marketing manager
Seminar 6. Critical analysis of an economic assessment in biomedicine
Throughout the module, lecturers will recommend videos that reinforce the content covered or introduce other concepts. Mandatory videos will be watched and discussed in class.
Teaching and learning activities
In person
Activity and Teaching Plan
Type of activity: Masterclasses. Sessions: Conceptual aspects
Number of hours: 16
Assessment weight: 40%
Type of activity: Seminar and practical exercises with the lecturer
Number of hours: 12
Assessment weight: 30%
Type of activity: Group work outside class
Number of hours: 8
Assessment weight: 20%
Type of activity: Individual reading
Number of hours: 4
Assessment weight: 10%
Total: 40 - 100%
Evaluation systems and criteria
In person
Format: Individual
Type: Continuous
Criteria: Active participation in class sessions, group work, presentation of individual and group work and exams.
Final mark percentage: 20%
Description: Class participation
Final mark percentage: 40%
Description: Submitted work
Final mark percentage: 40%
Description: Exam
Evaluation period
- E1 03/05/2022 A10 16:00h