PHARMACEUTICAL MARKETING AND MACROECONOMIC ASPECTS
Marc CZARKA,
This course will cover the key concepts related to the macroenvironment (such as GNP, the role of the state and the macroeconomic consumption and its determinants), the market organisation and the place of the pharmaceutical industry within the economic life.
The topic microenvironment will include the basic elements of finances and accounting, the company and market organisations and strategic management.
Specific issues will be discussed :
- life cycle of a medicinal product from R&D to patent expiry
- direct to consumer marketing
- creation and protection of a trademark
- E-commerce.
Both micro- and macroeconomics will give the participants a broad overview about the pharmaceutical environment that will give them a better understanding about where we are going.
The theory will be supported by many examples and students will have to review several "case studies".
MARKET RESEARCH
This course will present an overview of the key trends and challenges that are currently reshaping the Life Sciences industry and how the pharmaceutical companies are adapting.
Specific points will be discussed in details:
- Alternative Commercial Model and the growing importance of digital and mobility
- Supply chain in the pharmaceutical industry: changing the global operating model, redefining core competencies and capabilities, and collaborating with effective partners, including large, strategic customers, companies to drive true differentiation and competitive advantage
- The use of market research, customer insights and analytics to drive performance in this challenging environment
The patent is a necessary tool to make research investment profitable and to make competitors aware of your competition research strategy. The course will cover the following topics :
- Patentability criteria : novelty, inventivity, utility and enablement
- Patent content : claims and examples
- Patent filing : national or international (PCT)
- Comparison of European and US patent systems
- Patenting strategy in developing countries.
WHICH NEW MEDICINAL PRODUCTS ARE TRULY INNOVATIVE?
Innovation is a key word in the pharmaceutical industry. But this word can have several meanings. A bright new scientific idea will not necessarily translate in therapeutic added value for the patient. These concepts will be discussed in depth and illustrated by real cases.
PRICING AND REIMBURSEMENT OF MEDICINAL PRODUCTS
An overview of current pricing and reimbursement regimes in European Member States, based on existing principles: free pricing, administrative pricing, negociated pricing.
- The role of health technology assessment.
- Patients access to new medicines.
- Examples of cost containment measures across Europe.
- The political debate about pricing of medicines, expectations from payors, patients, pharmaceutical industry.
- Outlook on future models in Europe.
MANAGING TEAMS TO REACH OPTIMAL RESULTS
This course will cover the following topics.
- Transparent management: the art of giving effective feedback. How to make clear what your expectations are and coach a team to reach the desired output.
- Situational leadership: situational leadership is a model for developing individuals, over time, so they can reach their highest level of performance on a specific goal or task. It is a process for helping individuals become self-motivated and self-directed.
- Facilitation skills: how to manage a group process to come to the desired output. Examples of group processes are project team meetings, brainstorm sessions,…
ORPHAN DRUG DEVELOPMENT-STRATEGIC CONSIDERATIONS
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