Whether you are active in a hospital or a private clinic, a medtech/biotech/pharma company or a life sciences start-up, a research centre, a healthcare insurance or even an NGO active in the healthcare sector, you have to make the right strategic decisions so that your product, services or offerings meet your existing or potential customers’ needs. And when you know that your customer (e.g. a prescriber) is often a different person than your product user (e.g. a patient), you realise how complex a product launch or a business development strategy might be in this very particular sector. Consequently, strategic decisions have to be taken on the basis of robust data, tailored marketing planning and in the perspective of a rapid execution of relevant marketing tactics.
During this new module, we will cover the following topics:
- Business strategy and marketing planning;
- Market analysis, business intelligence in the healthcare sector;
- Sales strategy and tactics;
- Marketing tactics in the healthcare sector;
- Business development and strategy, for a healthcare centre;
- Product branding;
- Product launches, investors’ perspectives.
The course is based on a balanced mixture of theory and practical cases (coming from the lecturers’ practices) and is designed to meet the needs of any healthcare stakeholder (researcher, physician (head of hospital department), private clinic manager, industry manager, pharmacist, NGO member, etc.).