If a pharmaceutical company consisted of only three people, you would need one who invents, one who produces and one who sells innovative compounds that ideally make a real difference in patients’ lives. Obviously, reality is a bit more complex, but these three functions form the very core of the pharmaceutical value chain.
This module will focus on the basic concepts, terminology and methodologies relevant for successfully marketing and selling pharmaceutical products in the 21st century. Roles and relevance of various stakeholders in the “Pill Journey”, will be discussed. Tools and systems to target, execute and monitor sales will be introduced.
This course is offered in the part-time Master of Pharma Business Administration MBA program and may be attended on a “no credit” basis by individuals not enrolled in the program. Course participants are visitors who are not responsible for assignments and do not take an exam or earn academic credits. As the number of seats in the course is limited, we recommend to register online early.
Understand and speak the language of pharmaceutical marketing & sales organizations, which will lay the foundation for either leading, working in or collaborating with commercial functions in your organization and the broader industry.
Define, analyze and size/forecast the market for a potential new drug
Design, assess and/or competently contribute to the development and execution of commercial strategy, including branding, pricing and sales force strategy and implementation, for a pharmaceutical product.
Understand the roles of different contributors and collaborators within a commercial organization
Understand the roles and relevance of key stakeholders in the German pharmaceutical market, such as patients, health-care-professionals, competitors, payers and regulators
Assess a P&L on marketing & sales related contents
In order to achieve the goals of this course, you must master the following key concepts:
Basic marketing & sales related concepts such as: Strategic Planning, New Product Launch, Brand Planning, Branding, Positioning, Messaging, Segmentation, Targeting, Multi-Channel-Management, Sales Force Effectiveness, Customer Relationship Management.
Systems to target, execute and monitor pharmaceutical sales activities as well as managing performance of a pharmaceutical sales force
Key terms, definitions and regulations related to marketing, sales, distribution and pricing of pharmaceutical drugs in Germany
Dr. Peter Greiner is Regional Business Lead Fertility EMEA (Europe, Middle East and Africa) at Merck Biopharma. Holding a PhD in Biochemistry from Goethe University, he studied business administration at the University of Hagen. Within 10 years in the pharmaceutical industry, Peter has collected extensive strategy, marketing and sales experience in various roles from consulting, through global strategic marketing to heading the CEO.
Dr. Claus Weichel is Head of Immunology Central Europe at UCB Pharma. He studied pharmacy at Christian-Albrecht-University Kiel and holds a PhD in Pharmaceutical Chemistry and Molecular Modelling. Claus is a result-driven professional with more than 20 years in global experience and proven track record in Pharma industry. He has built reputation of being a true entrepreneur (co-founder of Galantos Genetics) and expert in Marketing & Sales and Market Access with YMP background from INSEAD Fontainebleau.
Tomas Gorgodian is Head of Global Omnichannel Deployment and Customer Engagement at Viatris. He holds a degree in Economics and brings along strong business experience at leading pharma and fast moving consumer goods companies in Latin America, Europe and globally, such as Novartis, Abbott and Mylan.
Course materials will be provided in electronic form.
English
On Campus Westend of Goethe University Frankfurt and partially online via Zoom.
A GBS certificate of participation is awarded upon completion of the course.
€ 1.900 (fee is exempt from VAT). The fee for GBS students or alumni amounts to € 800.
*Withdrawal and fee refund
In case the course withdrawal request is received two weeks prior to the start of classes, GBS will retain a withdrawal fee of €50. In case the course withdrawal request is received less than two weeks prior to the start of classes, GBS will retain 50% of the payment made.
| Date | Session |
|---|---|
| Fri., Jan. 20, 2023 | 13:00 - 15:00; 15:30 - 17:30; 18:00 - 20:00 |
| Sat., Jan. 21, 2023 | 09:00 - 11:00; 11:30 - 13:30; 14:30 - 16:30 |
| Fri., Feb. 03, 2023 | 13:00 - 15:00; 15:30 - 17:30; 18:00 - 20:00 |
| Sat., Feb 04, 2023 | 09:00 - 11:00; 11:30 - 13:30; 14:30 - 16:30 |
There are two main things which make returning for Open Programs such a valuable and worthwhile experience. The first is being back on campus – meeting the current students, returning to campus again, the whole experience was just so pleasant. The second is the level of quality in the courses – the faculty teaching are absolute experts.
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