Understand and navigate the complexities of biotech and pharma markets, focusing on product research, development, marketing, market access, and pricing to maintain legitimacy and optimise revenues.
Your benefits
- Understand complex markets with diverse stakeholders.
- Acquire strategies to tackle key pricing challenges.
- Develop pricing policies and understand behavioural aspects.
- Analyse cost effectiveness of drugs.
- Apply course theories and models to your organisation.
Biotech and pharma markets are among the most complex today, involving numerous stakeholders such as customers, regulatory entities, politicians, insurance companies, hospitals, and doctors. This course focuses on the integrated marketing of life science products, starting with an analysis of market complexity and key marketing concepts. Participants will learn to manage benefits and value through target product profiles, alliances, and market access. The course also covers health economics, pricing strategies, and life cycle management. Delivered interactively, each session includes lectures, simulations, exercises, casework, and workshops. The final day provides a forum for discussing synopses and developing market competencies.
Themes
- Managing the fuzzy front-end of innovation.
- Speeding up market commercialization.
- Navigating unpredictable value chains.
- Achieving an innovative organisational culture.
- Effective leadership in innovative activities.