HCMG 858 - Health Care Marketing

Institution:

University of Pennsylvania

Subject:

Description:

Hari Mahadevan. This course examines key marketing issues in the pharmaceutical, biotech and medical device industries. The focus is on aspects that distinguish marketing in the pharma-biotech-device industries from general marketing in non-health care industries. After reviewing these differences, the industry evolution and current state of flux, we focus in depth on the following topics: product launch and growth, from a strategic and tactical execution perspective; regulation, direct to-consumer advertising, and off-label usage; unique features of medical device marketing, including hospital and GPO purchasing, role of sales reps etc.; biotechnology marketing, for both niche and blockbuster products; marketing mix optimization; global brand management. Class format includes lecture, case discussion and presentations by industry experts.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.upenn.edu

Phone Number:

(215) 898-5000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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