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N E W B U S I N E S S P RO G R A M M E

PHARMACEUTICAL MARKETING

Master the change in the pharmaceutical industry

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Pharmaceutical Marketing – more important than ever The pharmaceutical industry is not what it used to be. It’s more complex, more challenging, more competitive…and more exciting than ever before.

The change is initiated by the ever-increasing decision-power of the payers. It’s time to rethink the whole planning processes of product life cycle management. It’s time to focus more on the needs of the payers throughout the process – from drug development, regulatory affairs and medical affairs to market access and sales.

Pharmaceutical Marketing is about understanding and fulfilling the needs of stakeholders – physicians, patients and payers. It is a discipline that plays a vital role in the industry transformation process.

Working with pharmaceuticals (drug development, regulatory affairs, medical affairs, market access, sales, etc), you will inevitably be either exposed to or involved in pharmaceutical marketing.

Pharmaceutical marketing is perhaps the most challenging of all marketing disciplines. Very few industries have so many stakeholders involved in the decision making process and few industries are so heavily regulated.

If you want to be a future frontrunner in the industry understanding Pharmaceutical Marketing is key – no matter which contribution you make in the drug life cycle.

A new Programme At the University of Copenhagen, we have for the past years successfully developed and directed a Pharmaceutical Marketing’ course for international Master (Msc) students within Pharma, Medicine and Business.

We have now decided to make this course available outside the University to industry talents that works in research, clinical development, quality assurance, regulatory, medical, market access, etc. Talents that career-wise wants to acquire a deeper understanding and/or wants at some stage to work directly with pharmaceutical marketing and product life cycle management strategies.

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A programme for you?

This Programme will introduce you to the fundamental aspects of communicating with physicians, patients and payers. You will be exposed to some of the basic marketing tools and use these tools in factual industry case discussion. Furthermore, you will be exposed to the new global brand planning processes transformed to meet the increasing power of the payers in the decision-making.

Programme Format & Objectives

2

6

weeks

weekly afternoon/sessions

4-6

hours a session

“

Pharmaceutical Marketing was with no doubt in my top 3 best courses during the two years MSc Pharm program. After the course I had much greater understanding in the importance, possibilities and challenges of the Pharmaceutical Marketing as a discipline.

During this course I got familiar and had hands on experience (through exercises) with the most important state of the art tools and methods used in this field.

Kosta Hadji-Popovski, Compliance and QA Consultant at INVIXO Consulting Group A/S

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Programme Topics The Programme will be directed and moderated by international industry executives combining theory and modeling with hands-on case experiences.

In interactive sessions, the Programme parcipants will be able to test their own skills within this challenging, yet exciting, discipline.

Some of the topics covered in the Programme will be University of Copenhagen, we have for the past years successfully •At the The industry crisis?

developed and directed a Pharmaceutical Marketing’ course for international

• How do define and analyze your market Master (Msc) students within Pharma, Medicine and Business. (from burden to proposition)

• Identifying and articulation your value proposition •We Developing yourdecided value storyto & dossier have now make

this course

• How to deliver your value proposition to patients, available outside the University to industry physicians and payers

talents that works in research, clinical

• Re-thinking the brand planning process

qualitypower assurance, regulatory, •development, The increasing patient in the decision-making market access, etc. Talents •medical, Stakeholder mapping and management

that

wants to acquire a deeper •career-wise Pharmaceutical messaging and regulatory environment •understanding The opportunities and pitfalls of disease awareness and/or wants at some stageprograms to •work Product life cycle and strategies directly withmanagement pharmaceutical marketing •and Etcproduct

life cycle management strategies.

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“

The pharmaceutical marketing course led by Christian was my favourite course of my postgraduate studies. It provided me with the most important fundamentals of marketing, which I use on a daily basis in the pharmaceutical industry. This is a must- have course for everyone!

Ivo Berkovic, Sr. Medical Advisor

Past course evaluations (by International Master Students) 95.2% found that their expectations to the course have been met.

100% found it interesting or very interesting (66.7%).

90.5% found the course useful or very useful (47.6%) after graduation 95.2% found the academic level adequate or high (33.3%) 100% found a good or very good mix (47.6%) of lectures and exercises 100% would recommend this course to other students.

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Programme contributors Programme Director

Christian Madsen,

co-owner of REPUTATION Publicis (since 2004) External Associated Professor, Faculty of Health & Medical Sciences (2012-2015) At REPUTATION, I have been the consultancy lead on regional and global launch/brand management projects for Lundbeck, Pfizer, Teva, Otsuka, Takeda, UCB, Ambu, Radiometer, Leo Pharma, Astellas, Sanofi, Merck-Serono, Pharmacosmos, Origio, etc.

Contributors

Mike Yates,

Global Marketing Director at Bayer Healthcare

Niels Serup-Hansen,

Director of Market Access at ALK

Mads Dalsgaard,

Vice President, Head of Clinical Development at Lundbeck

Some of the topics covered in the Programme will be When April 18th – June 2nd, Tuesday & Thursday 16:00-20:00

Where Copenhagen

How much 25.000 DKK per participant (all included)

For who The participant profile for the course is a talented employee that works in research, clinical development, quality assurance, regulatory, medical, market access, etc*. A talent that career-wise wants to acquire a deeper understanding and/or wants at some stage to work directly with pharmaceutical marketing and product life cycle management strategies. *Interviews might be applied prior to Programme submission

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