Pharmaceutical Marketing Programme

Pharmaceutical Marketing is an advanced programme, adapted to the needs of the pharmaceutical sector, incorporating the most innovative marketing strategies and a greater professionalism.

Introduction to marketing.

A global and comprehensive perspective of the function of marketing within companies in pharmaceutical and/or Para pharmaceutical markets.

The market.

• The trends and variables of the sector and the resulting changes they provoke in the culture and structure of organisations.
• The impact of new technologies.
• Legislation that creates opportunities: negative lists, the liberalisation of patents and the switching from ethical products to free sale.
• The protagonists of the pharmaceutical and Para pharmaceutical market.
• The differential characteristics of product marketing: for hospital use, ethical, semi ethical, generics and OTC.

Analysis of the product portfolio.

• Methodology for the strategic ordering of the product lines of a company operating in the sector.
• Technical tools for decision making concerning business or product lines.
• Analysis SWOT.

Sectorial and competitive analysis.

• Qualitative market research techniques.
• Managing, interpreting and making decisions based on quantative information from sources inside the sector and sub sectors. IMS and Nielsen.

Strategic marketing decisions.

• Identifying market opportunities in terms of concepts and products.
• The bases for strategic segmentation.
• Defining the positioning of companies, divisions and products for strategic segments.
• Pharmaeconomy: the tool of the future. The economic management of the product as a key element for the marketing of little differentiated products

Deciding on the marketing mix.

Product Management.

• How to act in day to day in pharmaceutical marketing. Duplicating the hours of effective action. Knowing how to inform, present, induce and motivate doctors and pharmacists to action. New ways of working and the new functions of marketing teams in the industry: networks, polyvalence, negotiation and quality.
• Managing and obtaining profit. cost lists and cost oriented price scenarios. Market prices, psychological prices and real prices. Identifying the ideal price. Profitability thresholds: BEP and ROI.
• The Pharmaceutical marketing plan. How to synthesize strategies and how they can be planned quantified and measured in a Marketing plan.

Generics Marketing, Hospital Marketing, OTC Marketing, Medical Marketing.

An Introduction to Management Skills. To develop public presentation, negotiation, leadership and team work skills.

Project: Marketing Plan

The selection, preparation and final presentation of a feasible project based on data and a real market situation is in itself valid evidence of having acquired the necessary skills for drawing up a company marketing plan