Marketing in pharma
Marketing a product where most rules from other industries do not apply: heavy regulation, HCP vs patient audiences, medical affairs, market access, and launch excellence.
Pharmaceutical marketing operates under constraints unlike any other industry: prescribers, not patients, often drive purchase decisions, and promotional activity is tightly policed by regulators and payers. This block builds fluency in how marketing works when the customer, the payer and the end user are frequently three different actors. You will examine how companies segment and target physicians, pharmacists and patients, how launch sequencing and formulary access shape commercial success, and which metrics actually predict prescription uptake and brand growth. You will also learn the compliance architecture, from off-label promotion restrictions to interactions with healthcare professionals, that shapes every campaign before it reaches the market. The goal is sector-fluent judgment, not generic marketing theory.
Ce que vous allez maîtriser
- Segment and target physician, pharmacist and patient audiences using sector-appropriate criteria and channel mix
- Calculate and interpret pharma-specific marketing metrics such as share of voice, new-to-brand prescriptions, and detailing ROI
- Evaluate a product launch or campaign plan against payer access, formulary status and prescriber adoption dynamics
- Apply advertising compliance checks, including off-label and HCP interaction rules, before a campaign goes to market