training programme in pharmaceutical medicine the healthcare marketplace

Transcription

1 training programme in pharmaceutical medicine the healthcare marketplace Auditorium GlaxoSmithKline Arquiparque, Miraflores, Algés, Lisbon february 2012

2 the healthcare marketplace february 2012 LocaL: Auditorium GlaxoSmithKline, R. Dr. Ant.º Loureiro Lopes, 3 Arquiparque, Miraflores, Algés, Lisbon curricular unit Leader: Francisco Pimentel, Md, Phd Lecturers: Luis Almeida, Irina Saur Amaral, Luis Cardia, Anabela Cardoso, Luis Coelho, Heitor Costa, Ana Faber, Carla Guedes, Rui Melo, Pedro Moura, Suresh Nair, Alfredo Noronha, Ilda Oliveira, Luis Pereira, Francisco Pimentel, Carlos Pinho, Isabel Fonseca Santos, Jorge Simões, Sofia Umbelino organisation: Masters in Pharmaceutical Medicine Post-Graduate course in Pharmaceutical Medicine Director: Luis Almeida, MD, PhD, FFPM (l.almeida@ua.pt) Deputy Director: Bruno Gago, PharmD, PhD (bmgago@ ua.pt) address: Health Sciences Department University of Aveiro Campus Universitário de Santiago Edifício III Aveiro Portugal Tel Fax cs.secretaria@ua.pt

3 DAy FEBRUARy time Programme Lecturer 0. introduction 10h00-10h Overview and objectives Francisco Pimentel (University of Aveiro) 1. overview of the healthcare market 10h15-11h The market of medicines, biotechnology products and biomarkers Ana Faber (Abbott) 11h30-11h The market of medical devices Luis Pereira (APORMED) 12h15-13h Medical informatics Luis Coelho (Hospital of Aveiro) 13h00-14h30 14h30-15h30 Lunch 1.4. Healthcare delivery markets; global and national trends in healthcare delivery and financing; measurement of healthcare efficiency, governmental policy and third party reimbursement. 2. Pharmaceutical and biopharmaceutical r&d markets Jorge Simões (University of Aveiro & ERS) 15h30-16h Pharmaceutical and biopharmaceutical R&D investments Luis Almeida (University of Aveiro) 16h30-17h00 17h00-17h Contract Research Organization (CRO) businesses Rui Melo (Eurotrials) 3. Societal expectations regarding healthcare: round table 17h45-19h The patients viewpoint (Vitor Manuel Carvalho das Neves, EUROPACOLON) The industries viewpoint (APIFARMA) The providers viewpoint (Ordem dos Médicos) The payers viewpoint (Health Ministry). Moderator: Francisco Pimentel (UA)

4 DAy FEBRUARy time Programme Lecturer 4. introduction to the commercial toolbox 09h00-10h30 10h30-11h Economics of Industry: Competition, licensing, co-marketing. Financial control, return on investment, fixed assets, budgeting, accounting and profitability Irina Saur Amaral & Carlos Pinho (University of Aveiro) 11h00-12h Principles and practice of pharmaceutical marketing Luis Cardia (Oporto Business School) 12h30-14h00 Lunch 14h00-15h Marketing of generics and biosimilars Pedro Moura (WyNN, SA) 15h00-16h Specificities of the marketing of OTC products. Alfredo Noronha (Materfarma) 16h00-16h30 16h30-18h Medical marketing and market access. Isabel Fonseca Santos & Sofia Umbelino (Bayer)

5 DAy FEBRUARy time Programme Lecturer 09h00-10h30 10h30-11h00 5. information, Promotion and education 5.1. Product Information regulation, content and preparation: Summary of Product Characteristics; Package Insert; Patient Information Leaflets; Prescribing Information 5.2. Codes of conduct: promotional policy and procedures; Good Promotional Practice Suresh Nair (Abbot European Regulatory Affairs) 11h00-12h Advertising: regulation; claims, ethics, control and approval Ilda Oliveira (INFARMED) 12h00-13h00 13h00-14h Information to patients and patient organisations, prescribing and compliance Lunch Heitor Costa (Sanofi-Aventis & EFPIA) 14h30-15h30 15h30-16h30 15h20-16h Product support and promotion 5.7. Sales representative training: material and aids 5.7. Publication strategy 5.8. Educational meetings; sponsored meetings and sponsored publications 5.8. Educational meetings; sponsored meetings and sponsored publications. Carla Guedes (MSD) Anabela Cardoso (Abbott Europe) Anabela Cardoso, (Abbott - Area Medical Europe South) 16h30-16h45 6. concluding remarks Francisco Pimentel (University of Aveiro)

6 Module objectives: To present an overview of the healthcare markets, considering the financing of this sector and the social expectations from the stakeholders. To introduce the commercial toolbox, its potential and applications in the pharmaceutical field. To give an overview of the legal framework concerning medicines and medical devices information, promotion and education. Learning outcomes of the Module: By the end of this module participants will be able to: Know the size and structure of the medicines, medical devices and healthcare delivery markets. Know the global and national trends in healthcare delivery and financing, and measurement of healthcare efficiency. Know the trends in pharmaceutical and biopharmaceutical R&D effort. Understand the stakeholders different expectations regarding healthcare: the point of view of patients, industries, providers and payers. Understand the economic drivers under the industries viewpoint. Understand the application of principles of pharmaceutical marketing. Understand the need of ensuring that marketing activities remain legal, ethical and where appropriate innovative. Understand why pharmaceutical marketing should serve the welfare of patients in supporting activities that enhance the appropriate prescription of marketed medicines. Describe and analyse the components of the legal and regulatory framework inherent to the marketing of healthcare products, and the downsides of non-compliance. Apprehend the principles involved in demonstrating the value of medicines. Develop and evaluate marketing materials and activities appropriate for each type of end (scientific, educational and promotional) and audience (healthcare professionals, patients, patients organizations, relatives), consistent with both commercial messages and regulatory and legal frameworks. Endorsed by the Associação de Médicos Portugueses da Indústria Farmacêutica