Team Project

Garant předmětu:

Lecturer:

Tutor:

Supervisor:

Department of Biomedical Technology

Synopsis:

In the course, the student is introduced to the basic concepts of marketing and the specifics of the medical market. The course analyses individual marketing strategies and applies them to the conditions of health services provision, but also to the environment of product marketing (Medtech).

Requirements:

Active participation in seminars (maximum 2 absences) is a condition for credit.

The student has the possibility to obtain a maximum of 100 points in the course. These points can be earned by completing partial tasks within a coherent team project in the field of marketing and PR in healthcare.

The overall grade is awarded according to the current ECTS scale

Syllabus of lectures:

Syllabus of tutorials:

•Traditional concepts of marketing vs. specifics of the healthcare sector and implications for marketing activities I.

-product marketing (Medtech marketing) vs. service marketing (medical device marketing)

-- classic 4P marketing mix, 4C model, 4S model

•Traditional concepts of marketing vs. specifics of the healthcare sector and implications for marketing activities II.

-- product/service life cycle, factors influencing the length of the life cycle, innovation and its typology

-- product levels (product layers)

-- nature of services (characteristics, parameters)

•The customer as a key element of the marketing system

-- needs, customer typologies in the healthcare sector

-- market-driven idea, technology-driven idea

-- market segmentation and customer typology

-- KOL's, the importance of PR

-- influence on the consumer's decision-making process

-- market coverage methods, customer-market relationship

•Marketing objectives - business objectives

-- market value - market value estimate

-- pricing (differences in products and services)

-- different investment opportunities x business models

-- service provision, cost management and its value price as a client cost, specifics of pricing concepts in healthcare, current issues in medical device pricing

•Positioning

-- purpose of use for medical devices

-- advantages and benefits and how to communicate them to the customer

-- key messages

-- competitive positioning (Porter's 5 forces model, Red ocean and Blue ocean strategies, perceptual maps...)

•Legislative aspects for marketing and documentation

-- specific legislative requirements impacting on marketing costs

--documentation necessary for market entry (for PP - usability testing, product specification, risk management, clinical documentation, etc.)

--documentation related to commercial tactics (HTA studies, VOCs, practitioner opinions, etc.)

•Marketing communication

-- communication plan

-- sales channel

-- sales funnel and communication

-- targeting

•Selected PR tools and their application for service marketing and product marketing

-- Public Opinion, Publicity, Corporate Identity,

-- CSR, Image,

-- Stakeholders

•Branding

-- the brand and its attributes

-- brand protection

-- brand building and loyalty (proactive customer retention)

-- rebranding

•New forms of marketing + the growing importance of online marketin

-- Buzz marketing, viral marketing, gerilla marketing, affiliate marketing, etc.

-- Online marketing

-- New trends in healthcare marketing

Study Objective:

Study materials:

[1]BERKOWITZ, Eric N. Essentials of health care marketing. Fifth edition. Burlington, MA: Jones & Bartlett Learning, 2022. ISBN 9781284200157.

[2]BRUUN PIESTER, Charlotte a Marianne ROSAGER. MedTech Marketing: A Business Model for Medical Technologies and Medical Devices. 2nd edition. Gyldendal Akademisk, 2018. ISBN 8741268857.

[3]HINSON, Robert, Ogechi ADEOLA, Yam B. LIMBU a Emmanuel MOGAJI. Marketing in healthcare-related industries. Charlotte, NC: Information Age Publishing, 2020. ISBN 978-1-64802-106-0

[4]TENCH, Ralph a Liz YEOMANS. Exploring public relations: global strategic communication. 4th Edition. New York: Pearson, 2017. ISBN 9781292112183.

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• Systematic Integration of Prosesses of Healthcare (compulsory elective course)