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 healthcare take on special importance. Understanding the conditions under which these companies communicate and the codes they use helps us critically analyze what they convey through different communication channels.

With this premise, the objectives of the subject are:

• Introduce students to the context in which health communication takes place.
• To train students to understand the specifics and actors involved in health communication.
• To provide students with the basic tools to identify and develop a communication campaign for products or services related to the healthcare world.
• Develop communication skills to defend communication projects and strategies in the health field.

Learning outcomes

• Understand and master sector-specific communication and marketing codes.
• Create marketing plans in the health field.
• Learn about the importance of ethical products and over-the-counter products (over-the-counter, OTC).
• Learn about the various tools for developing multichannel plans, email marketing, online continuing medical education, events, and more that help you optimize and become more efficient with a multichannel strategy.
• Learn about the legal restrictions in the healthcare sector from a legal perspective.
• He/she performs well in virtual interaction contexts 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

1. Basic and contextual notions
2. Stakeholders from the medical, pharmaceutical and health sectors
3. Institutional relations in the pharmaceutical environment
4. 21st-century influencers in the healthcare environment
5. Communication in prescription drugs (RX)
6. Communication in over-the-counter (OTC) products
7. Communication in the hospital setting
8. Citizen health awareness campaigns
9. Communication in the field of food
10. New trends in health communication

Evaluation

The course assessment is continuous and in-person. Therefore, to pass, students must demonstrate a minimum attendance of 80% in both theoretical and practical sessions.

Based on theoretical concepts and case studies, students must complete three individual and/or group practical cases and an individual knowledge test.

The practical component accounts for 75% of the overall grade (25% for each of the practical cases), while the theoretical component accounts for the remaining 25%.

The exercises assigned by the instructor in class are mandatory. Failure to submit exercises will result in a 0.5-point penalty per exercise on the student's final grade.

To pass the course, you must pass all the items assessed (the three practical cases and the knowledge test) with a minimum grade of 5. The final grade is calculated by averaging the four grades.

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 selected audiovisual pieces. 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.