Because of the difficulties associated with obtaining market access, the focus of most pharmaceutical companies has shifted from sales and marketing to the relatively new discipline of strategic pricing and market access. Understanding the prevailing and complex environment is key for effective pharmaceutical product management. This course is designed to provide healthcare executives with a practical introduction to the discipline of pricing and market access strategy. Developing, communicating and finally capturing the value of a new drug are critical to success in a business environment that today is much more challenging for all companies than at any time in the previous three decades. The syllabus and case studies demonstrate how an informed and strategic approach can help to capture a higher proportion of the value of a biopharmaceutical product and to increase the overall intrinsic value of a drug.

Temps présentiel : 10 heures

Charge de travail étudiant : 50 heures

Méthode(s) d'évaluation : Projets