Market Access and Product Management in the Health Sector
A.Y. 2021/2022
Learning objectives
Starting from the analysis of the structure and organization of the Italian healthcare system, we will look into market access dynamics by studying the relationship of the industry with different stakeholders:
- Regulatory agencies (EMA and AIFA)
- Regions, local health authorities, hospitals
- Patient associations
- Pharmacies
We will also delve into some conceptual and practical tools that are particularly important for the activities of market access managers, such as stakeholder management, communication and product management.
In this perspective, we will focus on the role of the product manager, who must be able to handle the income statement of a product and draw up an annual budget to be reviewed periodically, as well as doing market research and analysing statistical data. The course will provide students with these skills.
- Regulatory agencies (EMA and AIFA)
- Regions, local health authorities, hospitals
- Patient associations
- Pharmacies
We will also delve into some conceptual and practical tools that are particularly important for the activities of market access managers, such as stakeholder management, communication and product management.
In this perspective, we will focus on the role of the product manager, who must be able to handle the income statement of a product and draw up an annual budget to be reviewed periodically, as well as doing market research and analysing statistical data. The course will provide students with these skills.
Expected learning outcomes
The market access and product management course covers the market access process for a health technology, its use by citizens/patients, as well as life-cycle management from concept to marketing.
At the end of the course, students will be able to develop a market access strategy, and to organize and manage the life cycle of a healthcare technology in terms of strategic and operational marketing as well as financials.
At the end of the course, students will be able to develop a market access strategy, and to organize and manage the life cycle of a healthcare technology in terms of strategic and operational marketing as well as financials.
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
More specific information on the delivery modes of training activities for academic year 2021/22 will be provided over the coming months, based on the evolution of the public health situation.
Course syllabus
Beyond teaching a principles of marketing course and developing a product/service to be taught, we also want to impress upon our students why marketing in and of itself is valuable. Marketing creates enduring and mutually valuable relationships between companies and their consumers. The course offers an authoritative introduction to strategic marketing and presents a wealth of ideas for gaining the competitive edge in the healthcare arena. We analyze many aspects of customer driven healthcare industries, and use examples and cases to show how real companies build and implement effective strategies.
Further info concerning the course content will be provided on https://ariel.unimi.it
Further info concerning the course content will be provided on https://ariel.unimi.it
Prerequisites for admission
No preliminary courses are a prerequisite for entry into the Healthcare Marketing course.
Teaching methods
- Face-to-face lectures
- Guest speaker's talks in class
- Case studies /Incidents
In addition to face-to-face lecturers, this course includes case studies/incidents on real marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem-solving skills.
- Guest speaker's talks in class
- Case studies /Incidents
In addition to face-to-face lecturers, this course includes case studies/incidents on real marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem-solving skills.
Teaching Resources
Philip Kotler, Joel I. Shalowitz, Robert J. Stevens (2021), Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System: John Wiley
Instructors will upload the slides and additional materials on https://ariel.unimi.it
Instructors will upload the slides and additional materials on https://ariel.unimi.it
Assessment methods and Criteria
Attending Students
Attending students are evaluated according to an individual written exam (weighted 80% of the final grade) and an individual work (weighted 20% of the final grade):
- Individual work: attending students are required to work on a 5 incident cases during the course under the professors' supervision.
- Individual written exam based on textbook, slides, lessons' notes, and guests' speech notes; it is made of 1 open-ended questions and 4 multiple-choice questions.
Non Attending students
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of 6 multiple choice and 2 open-ended questions. The written exam accounts for 100% of the final grade.
Attending students are evaluated according to an individual written exam (weighted 80% of the final grade) and an individual work (weighted 20% of the final grade):
- Individual work: attending students are required to work on a 5 incident cases during the course under the professors' supervision.
- Individual written exam based on textbook, slides, lessons' notes, and guests' speech notes; it is made of 1 open-ended questions and 4 multiple-choice questions.
Non Attending students
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of 6 multiple choice and 2 open-ended questions. The written exam accounts for 100% of the final grade.
SECS-P/08 - MANAGEMENT - University credits: 6
Lessons: 40 hours
Professors:
Lega Federico, Saraceni Nicola
Professor(s)
Reception:
Weekly - plese write to [email protected]
Department of Scienze Biomediche per la Salute - Via Pascal 36