Pharmaceutical Marketing and Communication

Recommended Prerequisites

Management, Health technologies assessment; English.

Teaching Methods

Power point presentation of the issues and relevant examples that satisfies the objectives of the curricular unit.
Oriented approach for the development of skills, for the research of information and for the practical application of the presented topics. Articles review and case studies preparation that determine an in depth evaluation of subjects beyond what was presented in the classroom. Encouragement of the active participation of students in the classroom.

Learning Outcomes

To provide an overview of marketing concepts and marketing tools. In-depth understanding of the process of strategic planning, segmentation, positioning, targeting, marketing-mix definition, and major differences between the pharmaceutical industry and Fast Moving Consumer Goods.
Identification of the structural pillars of the pharmaceutical industry, winds of changing, and alternatives. Particular attention will be devoted to the role of marketing in the R&D process and Market Access.

Work Placement(s)

No

Syllabus

1. Rules for success
2. What marketing is?
3. What a market is?
Market Segment
Market Niche Key Success factors
Competitive Advantage
4. Marketing Tools
Segmentation
Positioning
5. Products and brands
6. Clients
Consumers
Stakeholders
Value for client
Clients expectation
Customer loyalty
Decision process
Development of clients
7. Marketing process
Macro analysis
Market analysis
Patient flow analysis
Internal analysis
Competition analysis
SWOT
Marketing objectives
Marketing strategy
Marketing-Mix
8. From P's to C's
9. Pharmaceutical market
Characterization
R&D investments
Marketing and sales
Patents and life cycle
Strategies after patent expiry
Winds of changing
10. How to respond?
Mergers and acquisitions
Life cycle management
R&D management and clinical development
Accessing the Market
Innovation, Value, Cost and Benefits
11. Rules for a marketing manager

Head Lecturer(s)

António Augusto Miranda Lemos Romão Donato

Assessment Methods

Assessment
Other: 10.0%
Synthesis work: 20.0%
Exam: 70.0%

Bibliography

Blansett, L. And Colasante, W. (2009), "Pricing, Reimbursement And Market Access Issues In The United States And Europe", In Moss, G.D. (Ed.), Pharmaceutical Marketing: Latest Insights, Challenges, Solutions And Trends, The Biomedical & Life Sciences Collection, Henry Stewart Talks Ltd, London
Blessa, Regina. Merchandising Farma: A Farmácia do Futuro - 2ª Edição -
Félix, Jorge, Et Al. Financiamento Público Dos Medicamentos Em Portugal 2007-2011. Portugal : Exigo, Novembro 2011.
Janice Haigh Market Access – Practical Challenges For The Pharmaceutical Industry 2010 Astellas Pharma EuropeKotler, Philip e Françoise Simon, A Construção de Biomarcas Globais, Bookman, 2004
Schuiling I and Moss G, How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector?, Brand Management, Vol 11, No 5, pp366-380, 2004
Vasconcellos e Sá, Jorge, Strategy Moves, Prentice Hall, 2005