Transcript No Slide Title

Pharmaceutical Marketing Strategy
Prof. Reinhard Angelmar
 What makes marketing in the pharmaceutical industry different?
 Multiple customers: regulatory agencies, prescribers, distributors, users,
payers
 All marketing mix elements are heavily regulated
 Course overview
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The environment for pharmaceutical marketing
Developing pharmaceutical marketing strategy
Implementing pharmaceutical marketing strategy
Key strategic situations: new category creation; entry as a follower; patent
expiration; pricing & reimbursement over the PLC; managing a disease
franchise
 Course format
 Lectures & case studies
 Guest speakers (e.g. Amgen, Johnson & Johnson, Eli Lilly, Novartis, Pfizer)
 Target audience: students interested in working for …
 pharmaceutical companies, biotech companies, or other healthcare players
(e.g., governmental organizations, insurers, health management companies)
 consultants to the pharma industry, Advertising/PR/communication agencies
and other service providers for the pharma industry
Marketing Area, INSEAD