Diploma in Pharmaceutical Marketing


Program Description


Effectively and excellently performs the marketing function in the pharmaceutical industry with operations in Mexico.

Benefits of the program

  • You will obtain the necessary bases to develop strategies, tactics and action plans that are better focused, more profitable and of greater commercial scope.
  • You will develop a clear understanding of the trends and challenges of the pharmaceutical market, its challenges and opportunities.
  • You will acquire knowledge of the role played by the main actors of the national pharmaceutical field and their interaction in the different stages of the corresponding commercial process.
  • You will receive an effective management of the numerical tools that will allow you to objectively evaluate the projects and propose profitable strategies.
  • You will learn a different, modern and practical vision of the potential of marketing and sales support areas, as well as how to get the most out of them.
  • You will obtain a strategic vision of the pharmaceutical market, for the elaboration of a strategic plan of marketing.

Addressed to

Graduates in administration, medicine, communication and related areas, as well as doctors with any type of specialty.

Content of the program

The Diploma in Pharmaceutical Marketing consists of nine modules, which total 139 hours of study in total.

Module 1. Propaedeutics and Diagnosis of Pharmaceutical Marketing (20 hours)

  • Pharmaceutical Marketing (FP) vs. other forms of marketing.
  • Fundamentals of applied economics for the MF.
  • Current status and prospects of the biopharmaceutical business.
  • The Mexican health system and business opportunities.
  • The role of generics in market dynamics.
  • The pharmaceutical impulse market.
  • Market Access and government sales.
  • Strategy and business models in the sale of medicines.
  • The Segment Segment-Targeting-Positioning.
  • Product and Brand: science, promise and truth in the MF.
  • Models of analysis and planning in the MF.
  • Analysis of cases.

Module 2. Commercial Intelligence in the Pharmaceutical Industry (20 hours)

  • Practical definition of commercial intelligence farma.
  • Sources of information, analysis and prospection.
  • Qualitative and quantitative analysis.
  • Process of market research.
  • Definition, objective and preparation of a Brief.
  • Ad Hoc Studies vs. Continuous Research.
  • CRM and CEM strategies.
  • Main audits of the pharmaceutical industry: Private market, government and OTC, scope and limitations.
  • Workshop for the interpretation of reports for decision making.
  • Use of information in strategic marketing planning.

Module 3. Sales Force Effectiveness (SFE) (10 hours)

  • The promotional grill, rep equivalence and share of voice.
  • Size and deployment (Deployment) of the sales force.
  • Automation of the sales force.
  • Effective use and feeding of the CRM.
  • Performance measurement.
  • Models and incentive plans.

Module 4. Strategies of Distribution and Management of the Point of Sale (10 hours)

  • Value chain.
  • Push-Pull strategies.
  • Performance of and for channel partners.
  • Price-volume optimization.
  • The point of sale; practices, trends and challenges.
  • Generate value: from the traditional to the innovative.
  • The new dimension of DTC communication.
  • PVAs.

Module 5. Finance for Pharmaceutical Marketing (15 hours)

  • Finances and Marketing in the pharmaceutical business.
  • The value of money, profitability and risk.
  • Analysis and interpretation of financial statements in MF.
  • Selected topics for managing the P
  • Performance indicators (KPIs).
  • Project evaluation and decision making.
  • Budget, projections and forecasts (Forecast).
  • Pricing of pharmaceutical products.
  • Analysis of cases.
  • Business simulator workshop.

Module 6. Medical Support Issues for the MF (8 hours)

  • The role of the medical area in support of marketing.
  • Clinical studies.
  • Pharmacoeconomics
  • Pharmacovigilance.
  • Key elements for promotional materials.

Module 7. Regulatory and Legal Matters (16 hours)

  • The supporting role of the regulatory affairs area.
  • Registration of products and changes to records.
  • Registration strategies
  • Approval of promotional materials.
  • Management of advertising campaigns.
  • The supporting role of the legal area.
  • Legal framework for the marketing and sales activity in the pharmaceutical industry.
  • Intellectual property, patents and trademarks.
  • Code of good practices of promotion.
  • Prevention of corruption and compliance

Module 8. Brand Building in the MF and Digital Marketing (20 hours)

  • Brand building.
  • The power of brands.
  • Elements of the brand.
  • Brand essence.
  • Pharmaceutical advertising and branding.
  • The contribution of creative agencies.
  • Form and content of the brief of the brand.
  • Development of a campaign.
  • Development of promotional pieces.
  • Advertising channels and multi-channel strategy.
  • Events and congresses.
  • Digital marketing.
  • Habits and uses of the Internet in Mexico and health.
  • Digital strategy and its elements.
  • Sites, Micro Sites, Blogs and developments.
  • Mobile applications
  • e-Detailing
  • Measurement and data.
  • Social Networks and content design.
  • SEO and SEM.
  • Trends in digital.
  • Community management

Module 9. Strategic Planning of Marketing and Marketing Plan (20 hours)

  • The planning process and strategic, tactical and operational levels.
  • Application of analysis and planning models (Revised in module 1: Porter, ANSOFF, 3Cs, etc.)
  • Determination and pricing strategies.
  • The marketing plan: structure, elements and development.
  • Final report.
Last updated Oct 2018

About the School

El Tecnológico de Monterrey es una institución de carácter privado, sin fines de lucro, independiente y ajena a partidos políticos y religiosos. Fue fundado en 1943 gracias a la visión del empresario ... Read More

El Tecnológico de Monterrey es una institución de carácter privado, sin fines de lucro, independiente y ajena a partidos políticos y religiosos. Fue fundado en 1943 gracias a la visión del empresario mexicano Eugenio Garza Sada. Su labor es apoyada por asociaciones civiles integradas por destacados líderes de todo el país, comprometidos con la calidad de la educación superior y con el desarrollo de México. Read less
Monterrey , Buenavista , Mexico City , Zapopan , Puebla City , Mexico City , Santiago de Querétaro , Mexico City , Tampico , San Luis Potosi , Ciudad Juarez , Leon , Saltillo , Cuernavaca , Toluca , Chihuahua , Aguascalientes , Culiacán , Hermosillo , Tijuana , Morelia , Torreón , Cancún , Heroica Veracruz , Ciudad Obregón , Pachuca , Reynosa , Irapuato , Mexicali , Mérida , Oaxaca , Villahermosa , Nogales , Campeche , Mexico City + 34 More Less