Marketing in biotech and medtech
commercializing devices and therapies: clinical evidence as the message, key opinion leaders and reference sites, payer and provider adoption, and regulated claims.
Marketing in biotech and medtech operates under tight scientific and regulatory constraints that separate it from consumer sectors. This block equips you to apply core marketing discipline to products where the buyer, prescriber, payer and patient are often distinct actors. You will learn how demand is built through clinical evidence, KOL engagement and medical education rather than pure promotion. The block covers the acquisition and retention metrics that matter across long, referral-driven sales cycles, and the sector benchmarks used to judge performance. It closes with the advertising and promotional rules governing regulated therapies and devices, fair-treatment obligations, and the pre-launch compliance reviews that gate every marketing asset before it reaches the market.
Ce que vous allez maîtriser
- Adapt core marketing frameworks to multi-stakeholder biotech and medtech buying journeys involving prescribers, payers and patients
- Compute and interpret sector-specific CAC, LTV, funnel conversion and retention metrics against realistic biotech and medtech benchmarks
- Design promotional content that respects off-label, fair-balance and evidence-substantiation rules for regulated therapies and devices
- Run a pre-launch marketing compliance check covering claims, disclosures and consumer-protection obligations