关于此课程： 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.
制作方： University of Minnesota
教学方： Bryana Mayer, Lecturer
Carlson School of Management, Medical Industry Leadership Institute
教学方： Stephen T Parente, Professor
Carlson School of Management, Department of Finance
| 基本信息 | 课程 3（共 5 门，医疗市场 Specialization ） |
| 级别 | Beginner |
| 承诺学习时间 | 4 weeks of study, 2-4 hours/week |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
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.
12 视频, 3 练习测试
- 视频: Recap of Healthcare Marketplace Specialization
- 视频: Meet Steve Parente (or "My Five Hats")
- 视频: 1.1.0 Overview; Pharmaceutical Industry: Trends in Drug Development
- 视频: 1.1.1 Pharmaceuticals: From Bench to Bedside
- 视频: 1.1.2 Pharmaceutical Industry: Drug Development Challenges
- 视频: 1.1.3 Pharmaceutical Industry: Intellectual Property
- Practice Quiz: Pharma Bench Science
- 视频: 1.2.1 Pharmaceutical Industry: Food & Drug Administration
- 视频: 1.2.2 Pharmaceutical Industry: Investigational New Drug / Phase 1 to Phase 4
- 视频: 1.2.3 Pharmaceutical Industry: Global Regulatory & Harmonization
- Practice Quiz: Pharma Regulatory
- 视频: 1.3.1 Pharmaceutical Reimbursement: US Market
- 视频: 1.3.2 Pharmaceutical Reimbursement: Public Insurance Market
- 视频: 1.3.3 Pharmaceutical Reimbursement: Overseas US Market
- Practice Quiz: Pharma Reimbursement
已评分: The Pharmaceutical Industry: Bench Science to Bedside
第 2 周
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 视频, 3 练习测试
- 视频: 2.1.1 Defining a Market Space
- 视频: 2.1.2 Who are your Customers?
- 视频: 2.1.3 Who or what Influences your Customer?
- Practice Quiz: Pharma Marketing Plan
- 视频: 2.2.1 Early Competitors in Brand Space
- 视频: 2.2.2 Global Space Competitors
- 视频: 2.2.3 Generic and Over the Counter (OTC)
- Practice Quiz: Pharma Competitor Analysis
- 视频: 2.3.1 Trends in Cancer Drugs
- 视频: 2.3.2 British Criteria for Cancer Drug Payment
- 视频: 2.3.3 U.S. Criteria for Cancer Drug Payment
- Practice Quiz: UK vs. US Policy for Cancer Drugs
已评分: Pharmaceutical Market Deployment & Management
第 3 周
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 视频, 3 练习测试
- 视频: 3.1.1 Medical Device Industry: Regulatory Basics
- 视频: 3.1.2 Device Failure
- 视频: 3.1.3 Medical Device and Pharma Convergence
- Practice Quiz: Medical Device Innovation
- 视频: 3.2.1 Reimbursement Coding
- 视频: 3.2.2 Payment to Healthcare Providers
- 视频: 3.2.3 Medical Device Industry: Reimbursement Strategy
- Practice Quiz: Medical Device Regulatory
- 视频: 3.3.1 U.S. Device Public Reimbursement
- 视频: 3.3.2 U.S. Device Private Insurer Reimbursement
- 视频: 3.3.3 Medical Device Reimbursement Outside U.S.
- Practice Quiz: Device Reimbursement
已评分: Medical Device Bench Science to Bedside
第 4 周
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 视频, 3 练习测试
- 视频: Medical Device Market Deployment & Management Overview
- 视频: 4.1.1 Medical Device Industry: Market Space
- 视频: 4.1.2 Medical Device Industry: Innovation Pipeline & Valuation
- 视频: 4.1.3 Medical Device Industry: Global Partnerships
- Practice Quiz: Device Market Plan
- 视频: 4.2.1 Medical Device: Device Competitor Analysis
- 视频: 4.2.2 Medical Device: Global Competitor Analysis
- 视频: 4.2.3 The 510k: Friend or Foe?
- Practice Quiz: Device Competitor Analysis
- 视频: 4.3.1 Go to Market
- 视频: 4.3.2 Managing Market Share
- 视频: 4.3.3 Keeping the Product Fresh and Safe in the Long Run
- Practice Quiz: Device Sales & Risk
已评分: Device Market Deployment & Management
常见问题解答
运作方式
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
制作方
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.
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评分和审阅
Really helpful, I thought the assignment could have used a bit more concrete applied knowledge instead of just using a search engine to research a drug with provided links.
The peer review assignment makes this course even more interesting! Thanks for this wonderful course
I really enjoyed the professors personal comments about their experiences in the industry with the content. The professors also improved my pharmacoeconomic knowledge. The comparison cost-effectiveness between CMS and NHS using QALYs was interesting. The project seemed very industry applicable and reviewing classmates work improved insight. I had a little more difficulty on the examinations and quizzes than the previous course in this specialization. I would have preferred more explanation in the spoken lecture and there were some misspellings and a few of the questions that seemed too ambiguous. Overall, I learned a lot in this course especially about medical devices and cost-effectiveness assessments.
too good