Certificate of Advanced Studies
February to July 2020
Management of Biotech, Medtech, Pharma Ventures
Healthcare Supply Chain Management (HSCA)
Healthcare Management - Executive MBA
Target audience
Life sciences industry professionals from early stage to large companies (pharma, medtech, biotech, diagnostics, nutrition, cosmetics and digital health) PhDs & Postdocs intending to enter the life sciences industry (2-3 years professional experience in life sciences is recommended) Scientists in research centers from public or private sectors planning to build a business Healthcare professionals: physicians, pharmacists, etc. Professionals in healthcare NGOs
Introduction
Local life sciences firms are extremely accurate in collecting reliable data in the lab and producing highly innovative products.
However, developing a new product and launching that product are two different undertakings.
Marketing and sales skills, often neglected and unknown by scientists, researchers, or clinicians are essential to face and succeed the challenges associated with the translation of research achievements into business.
Spreading the knowledge of marketing will reduce the distance between the world of science and business and bring successfully life sciences products (namely : pharma, medtech, biotech, diagnostics, nutrition, cosmetics and digital health products) to market.
Objectives
Master the marketing and sales processes of a product launch in life sciences, from pre-launch to business development Master the basics of strategic thinking in life sciences marketing and planning Understand the specificities of life sciences marketing Become familiar with the most common marketing and sales tactics and tools applicable to the life sciences industry Be able to adapt communication style and tools to efficiently engage various types of stakeholders (key opinion leaders, healthcare professionals, patients, etc.) Understand the specificities of sales strategies in the life sciences sector Network with professionals in the field Interact with life sciences experts
Cursus & Certification
Cursus
The Certificate of Advanced Studies (CAS) in Life Sciences Product Management is a 323-hour course, split into:
3 modules combining instructor-led training (36 hours/module), e-learning (12 hours/module) and personal work (approx. 48 hours/module) a personal project (business case format) representing approx. 35 hours of personal work Face-to-face training will take place on Thursday afternoons and Fridays Title
A Certificate of Advanced Studies (CAS) in Life Sciences Product Management will be granted jointly by HEC Lausanne and the Faculty of Biology and Medicine from the University of Lausanne (UNIL) upon completion of the entire program. 12 ECTS credits are awarded.
A certificate of attendance will be delivered to participants completing modules on an individual basis.
Consult the Academic Regulations .
Program
MODULE 1 - PRE-LAUNCH: LIFE SCIENCES MARKETING STRATEGY AND PLANNING
DURATION: 6 DAYS OF WHICH 1.5 DAY IN E-LEARNING
Market analysis, business intelligence
Objective: understand your market and your target(s); define how to reach out to them
Market analysis techniques: review of the marketing analysis techniques in the life sciences sector Customer identification and profiling: review all potential customers, influencers and deciders in the healthcare sector Life sciences business intelligence
Marketing strategy & branding
Objective: define your marketing campaign and brand
Introduction to general marketing; specificities of life sciences marketing Product cycle management: marketing strategy & planning; branding basics; marketing follow-up and adjustments; marketing tactics & channels; eMarketing Good marketing practices
P&L, Business model structure, pricing strategy
Objective: P&L understanding, define a pricing strategy for your product
Gathering relevant data for pricing strategy; payer market research P&L, Business model structuring Defining a pricing strategy, contacts with regulatory bodies, reimbursement strategy, main European markets... Contracts and business models based on defined pricing
Overall objective of module 1: get your marketing strategy right and prepare your market
Speakers from: industry, specialized consulting, academics
MODULE 2 - PRODUCT LAUNCH
DURATION: 6 DAYS OF WHICH 1.5 DAY IN E-LEARNING
Promoting your idea for funding
Objective: understand funding strategies and methodologies
Funding strategy (including negotiation skills) Communicating with business angels, venture capitalists and corporate VCs Grants and other types of funding
Promoting your product to Key Opinion Leaders and prescribers
Objective: manage your product launch
Dialoguing with Key Opinion Leaders Product awareness for prescribers
Communicating with patients Communicating with the patient: ethical communication (DTP)
Trade and distribution
Objective: define realistic trade and distribution strategy
Distribution strategy and planning Setting up third party logistics, licensure filings, trade & distribution agreements
Overall objective of module 2: launch your life sciences product successfully
Speakers from: industry, specialized consulting, academics
MODULE 3 - LIFE SCIENCES BUSINESS GROWTH (POST-LAUNCH PHASE)
DURATION: 6 DAYS OF WHICH 1.5 DAY IN E-LEARNING
Sales strategy
Objective: master the specificities of sales strategy
Sales objective definition Key account management (strategy)
Business development
Objective: make your business grow
Securing your market Growth strategy: marketing channels, post marketing studies... Key account management (operations), KPI, CRM...
Investment strategy
Objective: master investments strategies
Investment strategy, existing investors’ relations; negotiating with existing investors Strategic alliances and partnerships Exit strategy, M&A
Overall objective of module 3: grow your business & generate strategic alliances
Speakers from: industry, specialized consulting, academics
E-learning – serious game
Working in groups, participants will use an interactive e-learning program - serious "war game" - which addresses strategic marketing concepts from portfolio analysis to pricing, including strategic negotiation and brand lifecycle management. Through this "learning by doing" exercise, participants will find out the costs and rewards of different strategies and their impacts on their competitor’s one as in real life. This serious game is produced by Actando SA of Geneva and moderated by a team of experts.
Educational experience
The educational experience will be highly interactive and maximise long-term impact. There will be a balanced mix between e-learning and face-to-face courses. We will promote self-reflexivity to ensure that participants engage fully in the learning experience and there will be plenty of networking opportunities.
Directors’ Committee
Prof. Jeffrey Petty
Professor of Entrepreneurship at HEC Lausanne, University of Lausanne, and academic director of the EMBA program Prof. Patrick Schoettker, MD
Professor of Anaesthesiology, CHUV Lausanne and Faculty of Biology and Medicine, University of Lausanne & life sciences entrepreneur Thierry Weber, MD
CEO Vivactis, life sciences business consultant, and lecturer in charge of Healthcare Strategy and Marketing module, EMBA program & life sciences entrepreneur Nasri Nahas
CEO Biopôle, 20 years of experience in the life sciences sector through roles in applied research, business development and general management Programme coordination
For academic questions: thierry.weber [a] unil[.]ch
Practical information
Course venue
Biopôle, Eplainges-Lausanne, Switzerland
Registration
The following information will need to be included with the online registration form:
a motivation letter a Curriculum Vitae a copy of your diplomas Course fee
CAS (3 modules): CHF 9’500.- Individual modules (depending on available places): CHF 3’500/module Registration deadline
30 November 2019. Number of participants limited to 20.
Contact for academic & administrative questions
Mr Thierry Weber: thierry.weber [a] unil[.]ch
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