Drug Commercialization in Precision Medicine
Course Information
PMTO 216 Drug Commercialization in Precision Medicine 
- 2 units
- Quarter Offered: Spring
- Instructor: Williams Ettouati, PharmD, Executive Advisor, Graduate Programs, Office of the Vice Chancellor of Health Sciences, UC San Diego, Health Sciences Associate Clinical Professor, N.S., Skaggs School of Pharmacy and Pharmaceutical Sciences, Managing Director, Master of Advanced Studies in Precision Medicine Therapeutics in Oncology, School of Medicine and Master of Science in Drug Development & Product Management, Skaggs School of Pharmacy and Pharmaceutical Sciences
Course Description & Learning Objectives
This course will provide a comprehensive overview of pharmaceutical marketing strategies and specific trends in commercializing precision medicine therapeutics. It will cover marketing mix considerations; strategies for gathering customer insights through market research; how marketing has evolved from a linear system to an interconnected system; interaction and considerations for marketing with other internal departments or external agencies. The course will provide students with key knowledge to understand the unique challenges comparing traditional marketing strategies “one size fits all” with drug products tailored to an individual’s genetic and proteomic such as precision medicine therapeutics. A flip classroom structure will use case studies throughout to emphasize learning points, foster active learning, in class discussions and give students the opportunity to apply the skills they will be learning throughout the course. In addition, students will work in teams to apply knowledge gained through lectures, homework, and discussions and develop a marketing plan on a drug selected by the instructor.Students in this course will:
- Assess what pharmaceutical marketing means in today’s environment.
- Understand the complexity of marketing precision medicine therapeutics to health care professionals.
- Examine requirements for increasing market utilization of precision medicine therapeutics and diagnostics by payers across major global markets.
- Students will create a marketing plan applying all the skills they learned throughout the course to illustrate a firm understanding of market strategy, brand planning, market research principles, segmentation, product differentiation and evaluation of marketing effectiveness.
Learning Outcomes & Skills Acquired from the Course
Upon the completion of this course students will be able to have a better understanding of the commercialization peculiarities of marketing a new drug in the field of precision medicine, addressing patients, health care professionals and payers. Students will understand:- What is involved with the marketing of precision medicine therapeutics in the US and Europe
- The role of strategic marketing in a product’s life cycle success
- Markets, segmentation, targeting and product positioning product
- How to define sustainable competitive advantages.
- Brand positioning and how to engage the audience through branding..
- Gain market access and demonstrate the value of the product.
- Drug product pricing, forecasting, and reimbursement.