Pharmaceutical Marketing and Communication

Recommended Prerequisites

Organização e Gestão; 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
Case Studies: 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 Europe

Kotler, 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