The USC Biopharmaceutical Marketing curriculum is designed to advance market access for optimal market positioning and product utilization across the product life cycle.
BPMK 500 Biopharmaceutical Marketing Management (3 units)
A comprehensive discussion of the key stakeholders across the biopharmaceutical and healthcare landscape, the pressing challenges currently facing the industry, and core strategies and tactics for managing biopharmaceutical products.
- Analyze the global, economic, and political factors that influence the cost and availability of prescription drugs
- Evaluate biopharmaceutical products to maximize market potential and accomplish brand objectives
- Discuss marketing strategies to improve product value and optimize patient access to high-value treatments
- Discuss the ethics and effects of biopharmaceutical marketing on stakeholders in the healthcare system and health policy
BPMK 503 Biopharmaceutical Advertising & Communication (3 units)
Intensive coverage of the multi-faceted strategies and measures required to successfully market a biopharmaceutical and medical technology product in the complex healthcare marketplace through the advertising, promotions, and communication process.
- Develop product key messages and differentiation methods
- Discuss regulations and limitations to biopharmaceutical marketing including physician education and direct-to-consumer advertising
- Discuss digital marketing and advertising strategies
- Write and integrate an advertising and marketing plan for a product
BPMK 504 Market Access & Reimbursement Strategy (3 units)
Market access is critical to any commercial product success, requiring the need to demonstrate product value across multiple stakeholders and a prudent market strategy that takes into account all channels of a healthcare marketplace.
- Differentiate between key stakeholders in the healthcare marketplace including, payers, providers, patients, and group purchasing organizations
- Discuss differential marketing strategies of stakeholders in the marketplace to optimize product value
- Evaluate evidence needs and requirements to demonstrate product value in order to gain coverage and optimize reimbursement
- Describe strategies to secure favorable market access to new products and throughout the product life cycle
BPMK 506 Biopharmaceutical Product Pricing (3 units)
Pricing of pharmaceuticals is unique due to patents providing monopolies for products with a significant impact on patient health and life. The course analyzes both traditional competitive pricing and novel pricing strategies taking into account insurance coverage and market access implications from its launch and throughout the product life cycle.
- Demonstrate pricing mechanisms and assumptions used in establishing the price of a product
- Discuss the development of a value-based price from the evidence of clinical efficacy and cost-effectiveness
- Apply pricing tools and models for predicting uptake, market share, product revenue
- Understand contracting risks for outcome guarantees, discounts, and rebates determinations
BPMK 508 Marketing Research & Analytics (3 units)
Introduction to primary and secondary research methods and analytics tools for synthesizing valuable data-driven insights to increase the speed and quality of marketing decisions for biopharmaceutical product managers, industry analysts, and consultants.
- Apply systematic frameworks for collecting, analyzing, and reporting marketing research to assess and maximize a drug’s commercial opportunities
- Develop marketing experiments to test product value proposition and strategic marketing messages
- Apply statistical analysis techniques to predict healthcare stakeholder response to various marketing channels
BPMK 509 Seminars in Biopharmaceutical Marketing (3 units)
Offers students a forum to achieve a deeper understanding of the industry-defining issues and marketing methods from critical analysis of health services research, health policy, and marketing literature.
- Analyze the relationship between rising medical expenditures and the biopharmaceutical industry
- Identify issues associated with demonstrating value in the biopharmaceutical sector, elucidating key drivers of the demand for value from various stakeholder perspectives
- Demonstrate critical thinking, evaluation of healthcare literature, and develop a presentation of analysis and findings
BPMK 510 Capstone: Biopharmaceutical Management Project (3 units)
This capstone project course in biopharmaceutical management provides the opportunity for students to demonstrate proficiency with the tools and principles learned across the Biopharmaceutical Marketing curriculum and to enhance students’ professional portfolios.
- Apply various marketing tools and activities to real-world products
- Prepare and execute a project management plan
- Develop original biopharmaceutical marketing work analyzing marketplace challenges for innovative therapies
HCDA 506 Foundations of Insurance & Global Access (3 units)
A comprehensive overview of the organization of healthcare markets, insurance coverage and benefits, reimbursement, and access to healthcare and biopharmaceuticals.
- Discuss commercial and government insurance designs and its impact on access to innovative treatments
- Discuss reimbursement and payment of health systems and providers for patient services
- Describe evidence needs for value assessments of products for drug formularies and health technology assessments (HTA)
- Analyze product market access strategies to maximize access and reimbursement
HCDA 507 Foundations of Product Development & Commercialization (3 units)
A critical review of the key management decisions and milestones in developing and advancing a new product from bench-top to clinical trials to market authorization and commercial market launch.
- Describe the role of marketing throughout the product development process to optimize market success of new products
- Evaluate critical milestones and go/no go decision mapping throughout the product development process
- Discuss and analyze marketing and value strategies from product development to commercial launch
- Discuss strategies for product life cycle management
HCDA 502 Comparative International Healthcare Systems (3 units)
A comparison of national and private health coverage and funding across multiple industrial countries, with an examination of variances and similarities in healthcare outcomes by region and population mix vs. stated policy.
- Better understand how regulatory and value determinations vary by country
- Critical pathways for access & reimbursement among global health systems & providers
- Best practice examples for new product introductions by both region and product category
HCDA 503 Competitive Healthcare Intelligence (3 units)
An overview of competitive analysis techniques used to evaluate healthcare marketplace opportunities including primary & secondary intelligence-gathering methods, decision testing, and head-to-head wargaming with strategic cases.
- Strategic use of an integrated systematic approach to competitive intelligence gathering
- What role competitive intelligence can play in new product development, marketing timing, and tactics
- How competitive intelligence should play an active role in every aspect of product and account management
HCDA 510 Business Implications of Healthcare Policy (3 units)
Overview of coverage, access, and reimbursement changes that have resulted from healthcare reform that will impact payers, employers, healthcare industry, state and federal agencies, and consumers.
- Review the basic goals and principles of the Affordable Care Act and access to care
- How health reform will impact future insurance coverage, risk models, and reimbursement decisions
- Future impact of healthcare reform on emerging commercial products and services
HCDA 525 Healthcare Literature Analysis & Applications (3 units)
Conduct literature reviews and learn practical approaches to evaluate and critique clinical, health economics, outcomes, and other healthcare product literature.
- Understand the basic rules that identify and define good vs. bad research results
- Learn to efficiently and quickly review and grade research and outcomes publications
- Understand unique research requirements across different therapeutic categories
HCDA 540 Executive Leadership & Healthcare Marketing (3 units)
A focus on applied practice of critical principles of leadership, professional communication, project management techniques, marketing best practices, and product strategy.
- Healthcare product marketing and development through the eyes of the healthcare business executive
- Principles of leadership, product evaluation, and marketing strategies
- How to drive effective product leadership in a diverse corporate culture
HCDA 550 Healthcare Innovation: Creativity to Value (3 units)
Assesses the basic principles and tools for creating novel and breakthrough thinking within healthcare. The evolution of the pharmaceutical and biotechnology industries will be evaluated for the key processes and methods that have led to a paradigm-shifting innovation of new drugs and treatment modalities.
- Examine the techniques we can all use to improve creative thinking
- Follow the systematic evolution of biotechnology to identify key inflection points and origins
- Review the next generation of therapeutic options and impact on the pharmaceutical industry
HCDA 560 Managing Effective Partnerships & Mergers (3 units)
Provides an applied and operational view of mergers & acquisitions and partnering in the healthcare industry. Students will review the operational effectiveness of new relationships to examine successful and failed collaborations to measure identifiable patterns of strengths and weaknesses.
- Assess the manager’s role in advising the company on the operational implications of new partnerships
- Identify key measures and steps needed to assess the likelihood of clinical and business success
- Evaluate global M&A and strategic partnerships’ role in shaping coverage and reimbursement by region
HCDA 570 Asia-Pacific: Access, Delivery & Reimbursement (3 units)
In-depth review and comparison of China, India, Japan, and Korea. Analyze and compare regional pharmaceutical industries in the areas of research and development, manufacturing, partnerships and licensing, and patient access to treatments.
- Evaluate comparisons of insurance coverage and patient access to drugs and healthcare services across the region.
- Discuss how regulatory and value determinations vary by country
- Identify critical pathways for access & reimbursement among health systems and providers