Healthcare Marketing

Objectives

Today's society increasingly values improving the quality of life. In this context, companies dedicated to the production of products and services aimed at caring for people's health become especially relevant. Knowing the conditions under which these companies' communication takes place and the codes they use helps to critically analyse what they transmit to us through different communication channels.

With this premise, the objectives of the subject are:

• Introduce the student to the context in which health communication takes place.
• To train students to understand the particularities and the "actors" involved in health communication.
• Provide students with the basic tools that allow them to identify and establish a communication campaign for products or services related to the world of health.
• Develop communication skills to defend communication projects and strategies in the health field.

Learning outcomes

• Understand and master the sector's communication and marketing codes.
• Create marketing plans in the health sector.
• Learn about the importance of ethical products and OTC products.
• Learn about the different tools for developing multi-channel plans, e-mail marketing, online continuing medical training, events, etc. that will help students optimize and be more efficient in a multi-channel strategy.
• Find out, from a legal point of view, what the restrictions are in the health sector.
• It is developed in contexts of virtual interaction through the use of ICT.

Competencies

General skills

• Be a skilful innovator and entrepreneur.
• Be able to put basic knowledge of the profession into practice.
• Be able to use English effectively for academic and professional purposes.
• Be able to work in an international context.
• Be environmentally and socially aware at work.
• Be skilled at adapting to new situations.
• Be skilled in ICT use. Be an independent, competent operator in technological environments with specialized software.
• Have an ethical commitment at work, with respect for democratic principles and values.

Specific skills

• Be able to analyze and understand the operation of the market and its influence on the activities of a company.
• Be able to apply market research theory and instruments to implement business strategies.
• Be able to critically evaluate business situations, and manage an organization effectively and efficiently.
• Be able to define and implement strategies and business models with intensive ICT use, and in particular the internet, social networks and e-business systems.
• Be able to devise and implement business initiatives in global markets.
• Be able to devise and implement integrated marketing plans.
• Be able to learn and apply knowledge and skills to strategic marketing management.
• Be able to plan decisions and product management for commercial distribution channels.
• Display leadership skills in strategic decision-making in general, and in marketing and communication, in particular.
• Understand and be able to convey the importance of an organization's approach to the market and customer relations.

Basic skills

• Students can apply their knowledge to their work or vocation in a professional manner and have competencies typically demonstrated through drafting and defending arguments and solving problems in their field of study.

Core skills

• Display professional skills in complex multidisciplinary contexts, working in networked teams, whether face-to-face or online, through use of information and communication technology.

Content

• Topic 1. Basic and contextual notions
• Topic 2. “Stakeholders in the medical, pharmaceutical and health sector”
• Topic 3. Institutional Relations in the pharmaceutical environment
• Topic 4. The “Influencers” of the 21st century in the health environment
• Topic 5. Communication in Prescription Drugs (RX)
• Topic 6. Communication in Over-the-Counter (OTC) Products
• Topic 7. Communication in the hospital setting
• Topic 8. Citizen awareness campaigns on health
• Topic 9. Communication in the field of food
• Topic 10. New trends in health communication

Evaluation

The assessment of the subject is carried out continuously and in person. Therefore, to pass it, it will be necessary to prove a minimum attendance of 80% to the theoretical and practical sessions.
Based on theoretical concepts and case studies, students will need to solve 3 individual and/or group practical cases and an individual knowledge test.
The practical component will account for 75% of the overall grade (25% for each of the practical cases), while the theoretical component will be the remaining 25% of the grade.
The exercises requested by the teacher in class are mandatory. Failure to submit the exercises by the student will result in a penalty of 0.5 points/exercise in the final grade.
To pass the course, it will be necessary to pass each of the items to be evaluated (the 3 practical cases and the knowledge test) with a minimum grade of 5 (five). The average of the four grades will be the final grade.

Methodology

The methodology applied in class is based on the Case Method, through which the contents are taught based on the analysis of practical cases as well as audiovisual pieces selected ad hoc for each of the topics.

Bibliography

Key references

• Asociación Española de Agencias de Publicidad y Salud (AEAPS) (2014). Publicidad y salud. Editorial Fragua.

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.