If a pharmaceutical company consisted of only three people, you would need one who invents, one who produces and one who sells innovative compounds that ideally make a real difference in patients’ lives. Obviously, reality is a bit more complex, but these three functions form the very core of the pharmaceutical value chain. This module will focus on the basic concepts, terminology and methodologies relevant for successfully marketing and selling pharmaceutical products in the 21st century. Roles and relevance of various stakeholders in the “Pill Journey”, will be discussed. Tools and systems to target, execute and monitor sales will be introduced.
- Understand and speak the language of pharmaceutical marketing & sales organizations, which will lay the foundation for either leading, working in or collaborating with commercial functions in your organization and the broader industry
- Define, analyze and size/forecast the market for a potential new drug
- Design, assess and/or competently contribute to the development and execution of commercial strategy, including branding, pricing and sales force strategy and implementation, for a pharmaceutical product
- Understand the roles of different contributors and collaborators within a commercial organization
- Understand the roles and relevance of key stakeholders in the German pharmaceutical market, such as patients, health-care-professionals, competitors, payers and regulators
- Assess a P&L on marketing & sales related contents
This course is part of the prestigious part-time Pharma MBA program, conducted in English on Fridays and Saturdays on Campus Westend. It offers a valuable opportunity to network and gain expertise without committing to a full degree program. As the number of seats is limited, we recommend to register early. If you're a GBS or Goethe University alumni, explore our attractive alumni discount options.
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Participants have the choice of completing the course with a qualified certificate or attending as a guest auditor. As an auditor, you are not required to complete assignments, take exams or earn academic credits.
| ECTS | Certificate | |
|---|---|---|
| Guest auditor | - | Certificate of Participation |
| Full participant | 5 CP | Qualified Certificate |
Dr. Peter Greiner
Dr. Peter Greiner is Regional Business Lead Fertility EMEA (Europe, Middle East and Africa) at Merck Biopharma. Holding a PhD in Biochemistry from Goethe University, he studied business administration at the University of Hagen. Within 10 years in the pharmaceutical industry, Peter has collected extensive strategy, marketing and sales experience in various roles from consulting, through global strategic marketing to heading the CEO.
Tomas Gorgodian
Tomas Gorgodian is Head of Global Omnichannel Deployment and Customer Engagement at Viatris. He holds a degree in Economics and brings strong business experience at leading pharma and fast-moving consumer goods companies in Latin America, Europe, and globally, such as Novartis, Abbott, and Mylan.
Dr. Claus Weichel
Dr. Claus Weichel is Head of Immunology Central Europe at UCB Pharma. He studied pharmacy at Christian-Albrecht-University Kiel and holds a PhD in Pharmaceutical Chemistry and Molecular Modelling. With more than 20 years of global experience in the Pharma industry, he has built a reputation of being a true entrepreneur (co-founder of Galantos Genetics) and expert in Marketing & Sales and Market Access with a YMP background from INSEAD Fontainebleau.
Dr. Alexander Frenzel
Alexander is the Global Multi-Channel Marketing Lead for Merck’s Fertility business. He holds a MSc from the Karlsruhe Institute of Technology in Business Engineering and a PhD from the Max Planck Institute of Economics. Prior to Merck Healthcare, he worked at IQVIA, Leo Pharma, and BearingPoint – always at the intersection of pharma marketing, customer excellence, and IT.