Applied Pharmaceutical Sciences

The course aims to make the student understand a wide level of knowledge in strategic and operational marketing based on lectures, discussion of business and product cases and on the strengths and weaknesses of the Healthcare sector of the Drug Companies, whether they are Ethics Sop OTC supplements Food or Surgical Medical Devices. COURSE INRODUCTION - What is a drug? (4 hours): In this first part we discuss the aspect related to how a drug is born, how it is registered and how a pharmaceutical product is classified. In this part we stress the importance of research and the time of realization of a molecule. Focus on clinical trials and Regulatory Aspects and the necessary leadtime for a product to be marketable in the pharmaceutical market. Then we highlight the company's strategic choices of prescription or not and the benefits for patients. GENERAL POINT (2 hours) We are faced with various issues such as the patenting of a drug, aspects related to the analysis of the life cycle of a product. The main differences that exist between Marketing, Sales, Promotion and Communication Operations. All this happens as well as through the frontal lesson also through an active participation of the student who must provide the teacher with his comments and/or knowledge, to reset them with those that are then carried out within the study program and with those that then really take place in companies NOTES OF ECONOMY AND HEALTHCARE ECONOMY OF THE DRUG (8 hours) In this session the student learns about the terminology and the main topics related to the economic principles. The Italian economic analysis related to the Europe and the World System are highlighted to track the socio-economic and cultural differences. The focus shifts to the pure and peculiar aspects of Health Economics, tracing the analysis on the aging of the population and the related increase in the consumption of drugs. MARKETING AND MARKETING STRATEGY (2 hours) In this session the Business Strategy points are discussed and explaining the organizational models for the Product, Therapeutic Area, or the most current for the patient. The specific strategy of the Mature Brands is taken as a specific analysis which often occupies about 50% of all companies portfolio. The turnover of this product must be studied during the corse with due attention, both to avoid overspending, and to optimize these important resources in order to invest in other more innovative areas. POSITIONING (2 hours) The student learns in this lesson the adequately positioning of a pharmaceutical product, creating an awareness in the Scientific Information Network of the Drug, in order to be able to transmit it to clients, whether they are doctors and/or specialists and/or retail or hospital pharmacists. We then focus on the analysis of BencMarking and Targeting and Profiling and related techniques to carry out a Positioning Plan in the market MARKETING MIX: (4 hours) Through the analysis of the marketing mix we study all the marketing levers useful for a launch, or for the maintenance and / or revitalization of a product. Therefore we pay attention to the following parameters and with theoretical and practical examples: Product is defined the value of the product if blockbuster, or mee too. In this session the student learns the rules of brand enhancement both based on tangibility and/or intangibility data. These aspects are evaluated and compared between drug and consumer goods. Price: To define and manage a price analysis that is comparable to the market and/or differentiating from the therapeutic category and/or class. Place: The student learns the differences existing within the distribution chain in a general and in a strictly specific sector. In this session the student also learns the aspects of the final distribution that for pharmaceuticals, supplements, medical surgical devices, principals and veterinary products, depending on the system of prescription can cover the retail pharmacies, hospitals, Parapharmacies, GDO corners (Large Organized Distribution). Promotion: In this session the student learns the main forms of promotion with particular reference to the Scientific Information of the drug. Packaging: In this phase, the student learns the essential elements of a pharmaceutical packaging such as Positioning of the brand and written (indications, posology, expiry date and lot) on the reference artwork, service areas where it is possible to personalize the therapy. Positioning of the package leaflet and methods of machinability of the products (filling the packs, etc.) The student then becomes aware of certain elements, such as calendar blisters, electronic tools and/or special packaging containing CDs and/or QRCs that allow forms of communication directly with patients both on the management of diseases, and on the use of therapies and on models of therapeutic continuity BUSINESS MATRIX (2 hours): This session presents the strategic matrices typical for creating a business plan. Particular attention is given to the SWOT analysis which highlights the weaknesses and the opportunities that a company and/or a product can have or improve in the market, or towards a competitor. The BCG Boston Consulting Group matrix that analyzes the value of the product and clarifies the student how to approach the portfolio of company products. MARKET RESEARCH (2 hours): The student in this session becomes familiar with the methods of using and reading market research. Quantitative Analysis, Qualitative, CATI, Web, facebook twitter model etc. are presented as different decisional approaches to know the attitude of the market and of patients/customers with less margin of error. SCIENTIFIC INFORMATION ON THE DRUG AND MEDICAL INTERVIEW (4 hours): The student learns in this section the essential aspects of the evolution of the ISF. In particular, traditional ISF communication models are learned. GP’s - Specialist - Hospital pharmacist or Agent / Pharmacist. In this session examples and direct testimonies of activities carried out and communication techniques are reported with the presence also of testimonials of the working world. TARGETTING AND PROFILLING (4 hours): the student learns the targetting models through examples such as the characterization of client clusters and through analysis models, specifying how the positioning in the product interview must produce an effectiveness in terms of results based on the FTE (Full Time Equivalent) model. The profiling of the customers arguments is a further technique learned by the student. Particular attention is then dedicated to the use of e-learning in the training process of the Scientific Information network and to coaching models. PUBLIC RELATION AND LOBBING (2 hours): The student learns the essential elements of public realizations and how to carry them out at Medical, Institutional and Patient Associations, as well as lobbing operations to make a product available or to make Public Opinion aware of a pathology. PHARMACOECONOMICS (6 hours): The student learns in this session the basic elements of drug economy with particular reference to the cost benefit. In this session we also analyze the processes of lean management to make the processes fluid and develop lean PM (Project management) in the company structures FROM THEORY TO PRACTICE (6 hours): The last part is devoted to the harmonization of the processes carried out during the course to outline the figure of the Access Manager and the additional figures such as Product manager, Regulatory Manager, Medical liason and ISF. The student will simulate a Marketing plan, a Communication plan, an action plan, a coaching plan. Furthermore, single models of Tests of job interviews and models of CV preparation are simulated with the students, which are commented in common with the remaining students. La modalità di valutazione dell’esame è scritta. Ai fini della valutazione vengono indicate delle domande chiuse ed alcune aperte sul programma d’esame dell’anno in corso fornito dal docente e pubblicato in e-learning. Obiettivo della prova d’esame è accertare che lo studente abbia acquisitole nozioni fondamentali dell’azione del Marketing dal punto di vista generale e pratico,come riportato nel programma. The assessment method for the exam is written. For evaluation purposes, some closed questions are indicated and some open on the exam program of the current year provided by the teacher and published in e-learning. The focus of the exam is to ascertain that the student has acquired the fundamentals of the Marketing action from a general and practical point of view as reported in the program.

For an adequate and satisfactory learning, it is essential that at the beginning of the course the student possesses sufficient elements of knowledge of the following area: regulatory aspects, life cycle and development of a drug, basic elements of clinical trials, the basic elements of the international national health system. It is fundamental for the student to recognize both the retail and the hospital market, as well as the free sale and/or consumer market. The breadth and differentiation and size of the markets are essential for the development potential of a sector. The ability to distinguish market analysis between qualitative and quantitative and sentiment model have also to be associated.

ECONOMIA SANITARIA E FARMACEUTICA  “Economia del Settore Farmaceutico” F. Gianfrate - Ed. Il Mulino  “Economics for Health Care Management” A. Clewer, D. Perkins - Prentice Hall  “Manuale di Economia Sanitaria per non economisti” Ed. Franco Angeli MARKETING FARMACEUTICO  «Marketing per la Sanità» P. Kotler - McGrawHill  “Il Marketing secondo Kotler” P. Kotler - Ed. Il Sole24ore  “Brand Planning for the pharmaceutical industry” J. MacLennan - Gower Publishing Limited  “La Strategia Competitiva: analisi per le decisioni” M. Porter - Ed. della Tipografia Compositori  FARMACOECONOMIA  “Valutazioni economiche e management in sanità” R. Tarricone - Mc Graw Hill  “Metodi per la Valutazione Economica dei Programmi Sanitari» M.F.Drummond – Il Pensiero Scientifico Editore  LOBBYING E MARKET ACCESS  “Fare Lobby” A. Cattaneo - Ed. ETAS  «Introduzione alle relazioni istituzionali: La cassetta degli attrezzi del lobbista» F. Spicciariello - Luiss University Press Ulteriori informazioni sono presenti su elearning: https://elearning.uniroma1.it/course/view.php?id=4536

Free attendance

The assessment method for the exam is written. For evaluation purposes, some closed questions are indicated and some open on the exam program of the current year provided by the teacher and published in e-learning. The focus of the exam is to ascertain that the student has acquired the fundamentals of the Marketing action from a general and practical point of view as reported in the program. In order to pass the exam, thus obtaining a mark of at least 18/30, the student must demonstrate that he has acquired sufficient knowledge of all the topics covered in the course. To achieve a score of 30/30 cum laude, the student must instead demonstrate that he has acquired an excellent knowledge of all the topics covered during the course.

The teaching of Marketing and Access Techniques to the Pharmaceutical Market is carried out through lectures with the help of classroom tests and audiovisual aids and working models. The topics covered can be followed on the recommended study texts and on items that are sent by the teacher via e-learning. Alongside the texts adopted, the teacher placed on the e-learning site the teaching material and articles that can be freely downloaded by the student as an aid teaching. For specific clarifications on the subject of teaching the student can ask the teacher for an interview during the office hours and by appointment. The course attendance is free and offers the student a proven advantage both in terms of comprehension of the subject of teaching and as regards the preparation of the topics to be examined. Students who are unable to attend have a detailed program, educational material that can be downloaded from e-learning and the teacher's special assistance