About this course: This course in the Healthcare Marketplace specialization gives the learner an in-depth view of the intellectual property creation that is vital to creating breakthrough technologies. Included is an understanding of the strategy deployed for pricing drugs and new technologies as well as the market sizing exercise to identify where future research and development investments should be made.
Created by: University of Minnesota
Taught by: Bryana Mayer, Lecturer
Carlson School of Management, Medical Industry Leadership Institute
Taught by: Stephen T Parente, Professor
Carlson School of Management, Department of Finance
| Basic Info | Course 3 of 5 in the Healthcare Marketplace Specialization |
| Level | Beginner |
| Commitment | 4 weeks of study, 2-4 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
The Pharmaceutical Industry: Bench Science to Bedside
In this module you will learn how medical technology goes from ideas to treatments. First we will focus on the pharmaceutical industry. The take-away messages from this module are that there are many exciting ideas that never make it out of the lab. Furthermore, those ideas that do make it out requires hundreds of millions of dollars per innovation. The skills gained from this module to enable a successful capstone is an appreciation of how technologies are innovated a midst a sea of regulation and intellectual property constraints. You will be better prepared to under the features of likely successful drug before it goes to market and competes to enhance and save lives.
11 videos, 3 practice quizzes
- Video: Recap of Healthcare Marketplace Specialization
- Video: Meet Bryana Mayer
- Video: Meet Steve Parente (or "My Five Hats")
- Video: Pharmaceutical Industry Overview: Trends in Drug Development
- Video: 1.1.3 Pharmaceutical Industry: Intellectual Property
- Practice Quiz: Pharma Bench Science
- Video: 1.2.1 Food & Drug Administration (FDA)
- Video: 1.2.2 Investigational New Drug (Phase 1 to Phase 4)
- Video: 1.2.3 Global Regulatory & Harmonization
- Practice Quiz: Pharma Regulatory
- Video: 1.3.1 Pharmaceutical Reimbursement: US Market
- Video: 1.3.2 Pharmaceutical Reimbursement: Public Insurance Market
- Video: 1.3.3 Pharmaceutical Reimbursement: Overseas US Market
- Practice Quiz: Pharma Reimbursement
Graded: The Pharmaceutical Industry: Bench Science to Bedside
WEEK 2
Pharmaceutical Market Deployment & Management
In this module you will learn about how the pharmaceutical industry takes a product that has cleared the bench and sells it in the market. Pharmaceutical marketing of a drug product is one of the most complex consumer behavior activities in practice today. Selling a new drug in a highly competitive global market space with a patent clock ticking is a constant tactical game played out on a long strategic clock that also runs into subsequent generic deployment. The take-away messages from this module are the pharmaceutical market requires strategic thinking that considers an array of contingencies. The market also must be nimble to adjust to different government policies that can create or break decades long product lines and therapeutic interventions. The skills gained from this module are an understanding of the competitive landscape analysis as well as threat assessment analysis required to complete the capstone medical innovation project.
9 videos, 3 practice quizzes
- Video: 2.1.1 Defining a Market Space
- Video: 2.1.2 Who are your Customers?
- Video: 2.1.3 Who or what Influences your Customer?
- Practice Quiz: Pharma Marketing Plan
- Video: 2.2.1 Early Competitors in Brand Space
- Video: 2.2.2 Global Space Competitors
- Video: 2.2.3 Generic and Over the Counter (OTC)
- Practice Quiz: Pharma Competitor Analysis
- Video: 2.3.1 Trends in Cancer Drugs
- Video: 2.3.2 British Criteria for Cancer Drug Payment
- Video: 2.3.3 U.S. Criteria for Cancer Drug Payment
- Practice Quiz: UK vs. US Policy for Cancer Drugs
Graded: Pharmaceutical Market Deployment & Management
WEEK 3
The Medical Device Industry: Bench Science to Bedside
In this module you will learn how medical device industry innovates and brings transformational products to market. The take-away messages from this module are that there are many exciting ideas that never make it off the cutting room floor of universities and research labs. Furthermore, those devices that do make it have to quite novel to compete in an increasingly crowded space. The skills gained from this module to enable a successful capstone is an appreciation of how medical devices are innovated a midst a sea of regulation and intellectual property constraints. You will be better prepared to under the features of likely successful medical device before it goes to market and competes to enhance and save lives.
9 videos, 3 practice quizzes
- Video: 3.1.1 Medical Device Industry: Regulatory Basics
- Video: 3.1.2 Device Failure
- Video: 3.1.3 Medical Device and Pharma Convergence
- Practice Quiz: Medical Device Innovation
- Video: 3.2.1 Reimbursement Coding
- Video: 3.2.2 Payment to Healthcare Providers
- Video: 3.2.3 Medical Device Industry: Reimbursement Strategy
- Practice Quiz: Medical Device Regulatory
- Video: 3.3.1 U.S. Device Public Reimbursement
- Video: 3.3.2 U.S. Device Private Insurer Reimbursement
- Video: 3.3.3 Medical Device Reimbursement Outside U.S.
- Practice Quiz: Device Reimbursement
Graded: Medical Device Bench Science to Bedside
WEEK 4
Medical Device Market Deployment & Management
In this module you will learn about how the medical device industry takes a product that has cleared the bench and sells it in the market. Selling a new medical device in a highly competitive global market space with a patent clock ticking is a constant tactical game particularly in the crowed medical device Class 1 and Class 2 space. The take-away messages from this module are the medical device market requires constant innovation with product updates required at a far quicker rate than the pharmaceutical market. Manufacturers must also be nimble to adjust to different government reimbursement policies that put great financial risk or previously risk free core customers. The skills gained from this module are an understanding of the competitive landscape analysis as well as threat assessment analysis required to complete the capstone medical innovation project.
10 videos, 3 practice quizzes
- Video: Medical Device Market Deployment & Management Overview
- Video: 4.1.1 Medical Device Industry: Market Space
- Video: 4.1.2 Medical Device Industry: Innovation Pipeline & Valuation
- Video: 4.1.3 Medical Device Industry: Global Partnerships
- Practice Quiz: Device Market Plan
- Video: 4.2.1 Medical Device: Device Competitor Analysis
- Video: 4.2.2 Medical Device: Global Competitor Analysis
- Video: 4.2.3 The 510k: Friend or Foe?
- Practice Quiz: Device Competitor Analysis
- Video: 4.3.1 Go to Market
- Video: 4.3.2 Managing Market Share
- Video: 4.3.3 Keeping the Product Fresh and Safe in the Long Run
- Practice Quiz: Device Sales & Risk
Graded: Device Market Deployment & Management
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University of Minnesota
The University of Minnesota is among the largest public research universities in the country, offering undergraduate, graduate, and professional students a multitude of opportunities for study and research. Located at the heart of one of the nation’s most vibrant, diverse metropolitan communities, students on the campuses in Minneapolis and St. Paul benefit from extensive partnerships with world-renowned health centers, international corporations, government agencies, and arts, nonprofit, and public service organizations.
Pricing
| Purchase Course | Audit | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Available | Not available |
| Receive a final grade | Available | Not available |
| Earn a shareable Course Certificate | Available | Not available |
Ratings and Reviews
Brief Profile: Sohail Butt
I am a man of 58 years old and having an experience of almost 30 years of Business Management of Pharmaceutical & Nutraceutical Industries of Pakistan. Presently I am having my own Consulting Company " AIMMS CONSULTING" and extending my services as Management Consultant to different companies of said sectors.
I am of the conviction that learning is never ending and have a habit of learning new ideas about my favorite subject about Social Media Marketing.
I really appreciate highly the efforts of my honorable Professor Stephen T Parente & Lecturer Bryana Mayer and enjoyed the course material and videos presentation of this course. Mind blowing conceptual approach was adopted especially in the areas of Pharmaceutical and Medical Device Innovations. Overall it was my superb experience of learning.
SUGGESTION:
MY PERSONAL HUMBLE REQUEST, Please make also the important components of course material as a part of this Certificate with % AGGREGATE so that it has a much more worth & impact for the courses participated.
A separate Transcript must be issued with having Aggregate % Score and important Components of participated course.
Hard Copy of this certificate mail to my home address in Pakistan. Please use my credit card,I am ready to pay all expenses in this connection.
Thanks & best wishes to all Coursera Team.
Excellent course!
Great course, very complimentary for my career objectives.
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KJ
It is very good course for learners.