Experimental college

Marketing and the Drug Industry
Syllabus 2011

Course Description
You may dream of launching the next big product. You may be inspired by the impact of
medical technology on peoples’ lives. Or, you may just want some hard-hitting expertise to help
land a job when you graduate. This course gives students a working foundation in marketing and
the chance to apply it to one of today’s most dynamic industries. Through a diverse mix of
lectures, readings, case studies, group work, guest speakers and simulation, students learn what
marketing is, how to build strategy and execute marketing communications, and how marketing
applies to biotechnology/pharmaceuticals.
Course Goals
• Introduce students to marketing and the practice of marketing medical technology. • Give students exposure to a discipline not covered elsewhere in their curricula that is applicable to many potential career endeavors. • Stretch strategic thinking and creativity (of both students, and instructor).
Evaluation
Your performance will be evaluated based on how well you absorb the concepts, how well you
are able to apply the concepts using your own strategic thinking and creativity, and your level of
engagement in the class. This course pairs academic theory with real-world practice. Therefore,
comments, ideas and questions that take the material a step further and contribute to advancing
the class’ thinking are valued.
Grades will be based on:
• Essay Exam 1 (15%)
• Essay Exam 2 (15%)
• Participation/discussion (30%)
Instructor
Rob Roth is Global Marketing Director for Fabry disease at Genzyme Corp., one of the world’s
leading biotechnology companies. His 15 years in marketing and communications also include
leadership roles at Biogen Idec and the public relations firm BSMG Worldwide. He has a B.S. in
journalism from Northwestern University’s Medill School of Journalism and an M.B.A. from
Dartmouth College’s Tuck School of Business.
Class Schedule (subject to change)

Class 1: “This is marketing. This is marketing on drugs.”
o What marketing is, how it works and why you should care o The power of a brand o What makes marketing in biotech/pharma different o Drug industry fundamentals • Team project briefing

Class 2: Marketing Strategy
o Brand strategy o Vision statements o Segmentation and targeting o Brand positioning o Strategic imperatives • Team exercise: Build a Brand Part I

Class 3: Messaging & Visual Branding
o Strategic Brand Management: Chapter 4 o ”Brand Messaging: Visual Over Verbal”: o Messaging o Visual branding o Creative concepts • Team exercise: Build a Brand Part II Class 4: Marketing Communications and Promotion
o Tactical mix o Direct sales o Advertising o Public relations o Patient advocacy o Internet o Integrated marketing communications o Designing a tactical mix • Team exercise: Create a Killer Campaign
Class 5: Marketing Metrics
o Strategic Brand Management: Chapter 8, pgs 316-332 o “Measuring effectiveness of marketing is complex, vital task”: o “Making Marketing Dollars Count: Made to Measure”: o “Doctors not influenced by pharmaceutical marketing tactics”: o “Drug marketing effectiveness questioned”: o Marketing’s hierarchy of effects o “Reach/Impact/Cost” o Return on investment (ROI) and the time value of money • Team exercise: Cost-effectiveness evaluation
• Team exercise: ROI


Class 6: Product Development
o Strategic Brand Management: Chapter 10, pgs 409-411; Chapter 12 o “Adding Value to Products’ Life-Cycle Management: Product Enhancement Through o “The Side Effects of Going Off Patent: o Product life cycle o Life cycle management o Forecast modeling o Geographic expansion • Team exercise: Outline the development plan
• Team exercise: Analyze investment options

Class 7: Profit vs. Social Good
o Strategic Brand Management: Chapter 11, pgs 454-461, 473-480 o “The Pharmaceutical Industry and Corporate Social Responsibility”: o “Drug Makers Near Old Goal: A Legal Shield”: o “Special Report: Outgunned FDA tries to get tough with drug ads”: o “Andy Rooney: I’m Not Negative”: o Drug industry good and bad o Drug industry regulation o Contemporary issues in drug marketing • Team exercise: Take an ethical stand

Class 8: Managing Crisis
o “Crisis Communication Strategies”: o Research Genzyme manufacturing issues and supply disruption (starting July 2009) • Assignment due: Journal Club preparation Class 9: Future Perspectives
o Faith Popcorn’s Brain Reserve:o “Faith Popcorn ideaCity10”: • Assignment due: “Role of the Internet in Physician-Patient Relationships: The Issue of Trust” o The next big thing o Trend spotting o Social media o Drug marketing trends • Team exercise: Capitalizing on trends
Class 10: Collaboration Session

Class 11: Marketing Careers
• Assignment due: Journal Club preparation o The marketing skill set o Biotech marketing career paths o What it’s really like o Job search
Class 12: Team Project Presentations
• Team project presentations and discussion
• Simulation introduction
Class 13: Market Simulation
Readings
• Baichwal A., Neville D. “Adding Value to Products' Life-Cycle Management: Product Enhancement Through Drug Delivery Systems,” Drug Delivery Technology, 10/2001 • Bale H. Jr. “The Pharmaceutical Industry and Corporate Social Responsibility.” International Federation of Pharmaceutical Manufacturers Associations • Colyer E. “The Side Effects of Going Off Patent,” brandchannel, 3/24/2003 • Daye D., VanAuken B. “Brand Messaging: Visual Over Verbal,” Branding Strategy Insider, • Dick-Rath D. “Making Marketing Dollars Count: Made to Measure,” Medical Marketing & • “Doctors not influenced by pharmaceutical marketing tactics,” Medical News Today, • “Drug marketing effectiveness questioned,” moldova.org, 9/2/2008 • Erdem S.A., Harrison-Walker L. J. “Role of the Internet in Physician-Patient Relationships: The Issue of Trust,” Harvard Business Review, 9/15/2006 • Graebner L. “Measuring effectiveness of marketing is complex, vital task,” San Jose • Harris G, Berenson A. “Drug Makers Near Old Goal: A Legal Shield,” The New York Times, • Heavey S, Richwine L. “Special Report: Outgunned FDA tries to get tough with drug ads,” • Keller K.L. Strategic Brand Management (3rd Edition), 2007 • Ofek E., Ribatt P.R. “Tengion: Bringing Regenerative Medicine to Life,” Harvard Business • Oklahoma University. “Crisis Communication Strategies”: • Perry M. “Cialis,” Harvard Business Review, 2/11/2004 • Popcorn, F. Brain Reserve:• Popcorn, F. “Faith Popcorn ideaCity10”: • Rooney, A. “Andy Rooney: I’m Not Negative,” 60 Minutes, 11/29/2009

Source: http://www.excollege.tufts.edu/documents/syllabi_11Spring/EXP82S_PRELIM.pdf