B8692 001 Pharmaceutical Drug Commercialization Strategy-Books Pdf

B8692 001 Pharmaceutical Drug Commercialization Strategy
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Deliverables, Learning is driven through readings class discussion and a series of guest speakers representing a. wide range of global commercialization issues Evaluation for course grades is based on class. discussion reading comprehension case study report and a group project. Class Participation 15, Reading Comprehension 15, Case Write up Metabical 30. Team Project Presentation 40, Class Participation Reading Comprehension. This class promises to be intellectually stimulating and challenging We highly value class. participation and will constantly seek to directly apply the information and ideas discussed in the. classroom to issues currently confronting Big Pharma Each session students are expected to. review the required readings and come to class prepared to discuss and demonstrate surprise. quizzes the readings and cases Class participation will be based on attendance using a sign in. sheet as well as the extent and quality of contributions to class discussions For those not as. comfortable with speaking out in class you can also contribute by sending relevant newspaper or. other articles and or communicating ideas and thoughts with the class using Canvas. Case Write Ups Students should form teams of 4 members or less on the first day of the. class Case will be a Team Assignment The Metabical case write up is due prior to the third. session of the course The team will submit a written report that contains an executive summary and. analysis not exceeding a total of four pages that describe the team s recommendations and rationale. for those recommendations Use the discussion questions as a guide in developing your. recommendations The case write up is due on line prior to class on the day of the case session. Team Project Written Presentation, Each team will be given a separate pharmaceutical brand identified by Professors Team. and develop a written annual brand plan presentation theoretically to be delivered to Senior. Executives from Pharma Companies Students will develop their competencies in the analytic and. systematic use of pharmaceutical commercialization concepts and methods to develop. commercialization re launch plan for a brand, Guest Speakers.
Prominent guest speakers from the pharmaceutical and biotechnology industry will provide. additional real world insight on key industry challenges trends and experiences. Classroom Norms and Expectations, Lectures guest speakers and class discussions are the major vehicles for learning the material. Therefore it is imperative that you attend all classes arrive on time and give speakers and. your fellow classmates your full attention If you cannot attend a specific class or would arrive. late or leave early let the instructors know in advance by email Please refrain from using. electronic devices in class, Class Schedule and Topics. Session 1 Industry Overview the Evolving Customers. Wednesday 5 45 9 00 pm, o Course Introduction Professor Student Introductions. Biopharmaceutical Industry Overview, o Key market dynamics. o Size and projections of the pharmaceutical industry. o Revenue and geographic trends, o Where is Pharma focusing and why.
o R D spend vs advertising to healthcare professionals consumer. o Competitive strategies clinical practices regulatory issues and access challenges in key. pharmaceutical markets, The Big Debate The Cost of Medicine and the Value it Provides. o Costs of developing medicine, o Relative costs of meds. o Value of medicine, Customer Expectations, o New business customer. o Implications on B2B the power shift, o The value driven proposition. o New healthcare consumer, o Reputation matters, o Snowball of change.
o Liquid expectations, o Technology is the emperor of change. Review of assignments due dates expectations team assignments. Required Readings, o Session 1 Pre Read deck, o IQVIA Report The Global Use of Medicine in 2019 and Outlook to 2023. Session 2 Drug Commercialization Pharma Marketing Culture and Big Data. Wednesday 5 45 9 00 pm, Essentials of Commercialization. Environment intellectual property regime and established ownership over. complementary assets such as manufacturing expertise or distribution channels. Scientific innovation and its significance in drug commercialization. Strategy Framework benefits and costs of alternative strategies for securing profits and. competitive advantage through innovation, Pharma Marketing. Accountabilities of marketing, o P L and cost centers.
o Differences between pharma marketing and consumer goods marketing. o The four old 4 P s the four new P s the four new A s. Pharmaceutical marketing constraints, o Ethical considerations public policy scrutiny. o Promotional regulations and impact, Is culture the culprit in pharmaceutical companies. Understanding the rationale and differences as well as the strengths and weaknesses of. three different cultures in the pharma industry, o Sales Driven. o Product Innovation, o Market led, Case Review EpiPen. Guest Speaker Topic Big Data Digital Disruption, Required Readings.
o Session 2 Pre Read deck, o EpiPen case, Session 3 Building a Strategic Plan Launch Strategies. Wednesday 5 45 9 00 pm, Developing a Brand Strategic Plan. What is a strategic choice and how does it apply to the marketing of pharmaceuticals. What are the brand realization drivers, Where to play The SWOT analysis. How do you get customer information, Segmentation Positioning Marketing Mix ROI trap. How to forecast sales, Creating actionable insights the driver of competitive differentiation.
Patient Flow quantifying a brand s market potential by analyzing patient population. data dynamics, Patient Journey gaining insight from the patient s interaction with his her. environment, Launch Strategies, Archetypes, Guiding Principles Recipe. How launches perform against expectations, Case Review. HBS Case Collection July 2010 Metabical Positioning and Communications. Strategy for a New Weight Loss Drug by John A Quelch and Heather Beckham. Required Readings, o Metabical Case, o IQVIA Supporting the Patient Journey infographic. o IMS White Paper Patient Journey, Metabical Case write up due Team Assignment.
Session 4 Commercialization Success How cross functional teams impact. commercialization, Wednesday 5 45 9 00 pm, Companies are usually organized in multiple customer facing and or functional silos and in a. world where these organizational functions have converged how is commercialization best. Internal ecosystem How internal stakeholders influence commercialization. Marketing Input into R D, How Unmet Medical Need and Disease Market Attractiveness help prioritizing areas of. R D and drive R D strategic decisions, Establishing the Target Product Profile based on competitive landscape analysis. Marketing Medical Interface, The impact of the migration of clinical data dissemination from the marketing to the. medical function, Role of Medical Affairs offer new value added patient centric services for customers.
Marketing Digital, How technology is impacting all areas of commercialization. Digital therapeutics, External ecosystem How to work together with external partners. o Competitive Intelligence, o Contract Research Organization. o AOR Digital, o Promotional Medical Coms and the difference between the two. o Market Research, o Public Relations Investor Relations.
Guest Speaker TBD, Required Reading, o IQVIA Report on R D April 2019. o Medical affairs key imperatives article, Session 5 Market Access and Pricing. Wednesday 5 45 9 00 pm, Marketing Market Access, Strategies for pricing market access and reimbursement in multiple geographies. Best practice in developing a market access plan and the role of marketing therein. Distribution Chain, Understanding how the supply chain works role of Pharmacy Benefit Managers PBM. wholesalers retail pharmacies, Site of care hospitals physician offices outpatient benefits and conflicts.
Patient Access Affordability, Payer mix and influence over price government private direct pay. Programs initiatives and start ups helping patients access medicines. Guest Speaker Topic Pricing Market Access, Required Readings. KPMG Report pricing for survival, The relationship between pharmacy benefit managers PBMs and the cost of therapies in. the US pharmaceutical market A policy primer for clinicians. Session 6 Economic Implications for Commercialization. Wednesday 5 45 9 00 pm, Each stakeholder has different interests and interacts in different ways at different points of the value. chain with diverse motivations Understanding the collective impact of the interplays across these. differences is essential for the commercial success of a brand. Internal Profit Levers, Multiple decision makers often with competing economic interests.
R D Efficiency Past Present Future, Expense evaluation cost cutting extension of the period of market exclusivity and real. world evidence, External Profit Levers, US GTN impact on net revenue profitability. Patient Assistance Programs Co pay Card, Global practices. Guest Speaker TBD, Brand Plan Presentations, Final Project Due. The Metabical case write up is due prior to the third session of the course The team will submit a written report that contains an executive summary and analysis not exceeding a total of four pages that describe the team s recommendations and rationale for those recommendations Use the discussion questions as a guide in developing your

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