MARKETING & SALES

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.

Upon completion of this course, you will be able to:

• 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