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.
教学大纲 - 您将从这门课程中学到什么
周
1The 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.
12 个视频 （总计 66 分钟）, 4 个测验
12 个视频
Meet Steve Parente (or "My Five Hats")5分钟
1.1.0 Overview; Pharmaceutical Industry: Trends in Drug Development4分钟
1.1.1 Pharmaceuticals: From Bench to Bedside5分钟
1.1.2 Pharmaceutical Industry: Drug Development Challenges3分钟
1.1.3 Pharmaceutical Industry: Intellectual Property7分钟
1.2.1 Pharmaceutical Industry: Food & Drug Administration3分钟
1.2.2 Pharmaceutical Industry: Investigational New Drug / Phase 1 to Phase 44分钟
1.2.3 Pharmaceutical Industry: Global Regulatory & Harmonization6分钟
1.3.1 Pharmaceutical Reimbursement: US Market5分钟
1.3.2 Pharmaceutical Reimbursement: Public Insurance Market5分钟
1.3.3 Pharmaceutical Reimbursement: Overseas US Market7分钟
4 个练习
Pharma Bench Science10分钟
Pharma Regulatory10分钟
Pharma Reimbursement10分钟
The Pharmaceutical Industry: Bench Science to Bedside20分钟
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2Pharmaceutical 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 个视频 （总计 69 分钟）, 4 个测验
9 个视频
2.1.2 Who are your Customers?4分钟
2.1.3 Who or what Influences your Customer?9分钟
2.2.1 Early Competitors in Brand Space10分钟
2.2.2 Global Space Competitors9分钟
2.2.3 Generic and Over the Counter (OTC)5分钟
2.3.1 Trends in Cancer Drugs5分钟
2.3.2 British Criteria for Cancer Drug Payment6分钟
2.3.3 U.S. Criteria for Cancer Drug Payment7分钟
3 个练习
Pharma Marketing Plan10分钟
Pharma Competitor Analysis10分钟
UK vs. US Policy for Cancer Drugs10分钟
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3The 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 个视频 （总计 48 分钟）, 4 个测验
9 个视频
3.1.2 Device Failure5分钟
3.1.3 Medical Device and Pharma Convergence4分钟
3.2.1 Reimbursement Coding3分钟
3.2.2 Payment to Healthcare Providers4分钟
3.2.3 Medical Device Industry: Reimbursement Strategy4分钟
3.3.1 U.S. Device Public Reimbursement6分钟
3.3.2 U.S. Device Private Insurer Reimbursement5分钟
3.3.3 Medical Device Reimbursement Outside U.S.5分钟
4 个练习
Medical Device Innovation10分钟
Medical Device Regulatory10分钟
Device Reimbursement10分钟
Medical Device Bench Science to Bedside20分钟
周
4Medical 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 个视频 （总计 60 分钟）, 4 个测验
10 个视频
4.1.1 Medical Device Industry: Market Space6分钟
4.1.2 Medical Device Industry: Innovation Pipeline & Valuation6分钟
4.1.3 Medical Device Industry: Global Partnerships6分钟
4.2.1 Medical Device: Device Competitor Analysis5分钟
4.2.2 Medical Device: Global Competitor Analysis3分钟
4.2.3 The 510k: Friend or Foe?6分钟
4.3.1 Go to Market6分钟
4.3.2 Managing Market Share7分钟
4.3.3 Keeping the Product Fresh and Safe in the Long Run7分钟
4 个练习
Device Market Plan10分钟
Device Competitor Analysis10分钟
Device Sales & Risk10分钟
Device Market Deployment & Management20分钟
4.4
40 个审阅热门审阅
创建者 BK•Jul 15th 2017
Very useful to get the domain knowledge about pharmaceutical and medical devices field; markets ranging both in the USA and globally. Gained immense knowledge b taking this course. Thank you.
创建者 NL•Aug 16th 2017
Loved this class too. It was well done. Classes presented at a good pace for keeping my attention while the information was really interesting.
讲师
Bryana Mayer
LecturerCarlson School of Management, Medical Industry Leadership Institute
Stephen T Parente
ProfessorCarlson School of Management, Department of Finance
关于 明尼苏达大学
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.
关于 医疗市场 专项课程
The first course, Healthcare Marketplace Overview, covers all of the major sub-sectors of the healthcare industry including the physician, hospital, insurer and medical technology markets, including a historical perspective. The second course, Healthcare Delivery Providers, takes an in-depth look at the system of healthcare delivery and the transformations occurring to improve the health of populations and communities. The third course,Pharmaceutical and Medical Device Innovations, gives the learner an in-depth view of the intellectual property creation that is vital to creating breakthrough technologies. The fourth course, Medical Technology and Evaluation, explains how cost-effectiveness analysis is used in the healthcare market to put a monetary value on a life saved through a new innovation.
The Capstone brings together key skills engendered from the four courses to create an original medical innovation valuation. The first course teaches the learner to size a population or market. The second course explores whether the healthcare delivery system and the clinicians will or will not find value from deploying a new innovation. The third course identifies the competitive landscape of medical technology innovations to compete or complement. The fourth course teaches how to put a monetary value on the improvement in health resulting from a new innovation. In this way, the suite of four courses supports the capstone experience.
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