Communication Strategies: Targeting Patients and Multiple Audiences
The marketing department is responsible for developing and implementing effective marketing strategies for products and services, which are carried out in the marketplace by deploying a marketing mix of coordinated promotional and communications efforts. The marketing mix—and how its elements are marshalled and coordinated—is laid out in the marketing plan.
This module describes those marketing mix elements designed to reach and persuade patient/consumer target markets and those that target both patients and providers.
Communication Strategies: Targeting Providers
The marketing department is responsible for developing and implementing effective marketing strategies for products and services, which are carried out in the marketplace by deploying a marketing mix of coordinated promotional and communications efforts. The marketing mix—and how its elements are marshalled and coordinated—is laid out in the marketing plan. Based on the plan’s research and situational analysis, the department sets objectives, and establishes a strategy, including the tactical decisions of how best to use the marketing mix elements.
This module describes those elements of the marketing mix that are designed to reach and persuade prescriber/provider target markets.
Evolution of Biopharmaceutical Marketing
This module discusses the shift in product development drivers from purely professional and academic concerns to commercial forces, and how that has increased the importance of marketing.
Market Research in the Life Science Industry
This module discusses types of research methods and data and the various applications of market research.
Marketing to the New Managed Care Marketplace
This module addresses the marketing shifts that occur in response to an evolving managed care marketplace, driven by legislation, new decision-makers, disease management programs, research, and technology.
Regulations Governing Life Science Marketing
This module discusses how advertising and promotional materials are regulated by the US and by international associations. Regulations and self-regulatory guidelines within the United States and abroad are then described.
The Marketing Department Staff and Environment
This module discusses the types of personnel involved in marketing activities, their positions within the marketing organization, and the type of environment that enables them to work most effectively.
The Role of Marketing across the Product Life Cycle
This module describes the role of the life science marketing department, the unique challenges it faces, and the key instruments it uses to carry out its mission across the product lifecycle—notably the marketing plan, marketing strategy, and marketing mix. The module also describes the stages of the product lifecycle and the forces that affect a product’s movement through the various stages.
Trends in Life Science Marketing
This module describes current trends in life science marketing, which include direct-to-consumer advertising, use of the Internet, the application of pharmacoeconomic data, and copromotion agreements.
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