Crash course in marketing for pharmaceuticals and medical technology

Challenges in the healthcare sector

• Requirements for marketing.
• Situation and market analyses.
• Current trends in the healthcare market.
• From product orientation to market and patient orientation.

Marketing strategies for market development

• Formulation of marketing objectives.
• Derivation of strategies from analyses.
• Product positioning in the pharmaceutical and medical technology market.

Target group analyses

• Buying center decisions, requirements and needs.
• End customer and patient needs.
• AI-supported development of personas

Communication messages for customers and patients

• Development of a communication strategy.
• Use of testimonials and study results to provide evidence.
• Creative development of a tonality.
• Legal framework.
• Possible uses of AI in the development of a communication strategy.

Marketing instruments in healthcare practice

• Overview of marketing.
• Key Opinion Leadership - Professional collaboration with opinion leaders.
• Online marketing and use of social media.

Evaluation of marketing instruments

• Selecting the right instruments.
• Creation of media plans.
• Evaluation of communication.

Budget and marketing

• Planning the use of the budget.
• Requirements for the selection of key figures in practice.
• Progress reviews and performance measurement.