Learning Objectives
Upon successful completion of this course, the student will be able to describe how pharmaceutical marketing evolved within the pharmaceutical industry; discuss the responsibilities and types of research conducted by a pharmaceutical marketing department; describe the types of communication activities and materials used in the marketing of pharmaceutical products, and the impact of government regulations on these activities; and discuss evolving areas within healthcare that have important implications on how drugs are marketed, ranging from the importance of managed care, disease management, and pharmacoeconomics, to the increasing use of direct-to-consumer advertising and the Internet as a means of reaching new customers.
Who Should Take This Course
Managers, sales representatives, newly promoted marketing personnel, and others who interact with marketing professionals or who are interested in the field of marketing within the pharmaceutical industry.
Career Applications/Benefits
The marketing department within a pharmaceutical company is responsible for launching new products and expanding sales for existing products. As such, the marketing department works closely with the sales department. Marketing professionals develop promotional materials and sales tools, which representatives often use in their sales presentations. The information provided in this course will be useful to individuals seeking knowledge about pharmaceutical marketing practices. Also, marketing professionals work closely with a number of individuals both within and outside their companies to produce an appropriate marketing strategy and communication materials related to pharmaceutical products and services. This course will enable individuals to interact more effectively with pharmaceutical marketing personnel. In addition, the course provides information about government regulations for promoting products.
Chapter Content
Chapter One: The Roles of Marketing Departments
- Evolution of Pharmaceutical Marketing
- Key Functions and Responsibilities of the Marketing Department
- Market Research
- The Marketing Department Staff and Environment
Chapter Two: Marketing Approaches and Regulations Governing Pharmaceutical Marketing
- Communication Strategies for Pharmaceutical Products
- Regulations Governing Pharmaceutical Marketing
Chapter Three: The Changing Healthcare Marketplace and Influences on Marketing Strategies
- The Changing Healthcare Marketplace
- Trends in Pharmaceutical Marketing
- Case Study: Launching a New Drug