Code: F7ABBMAT Marketing of Medical Technology
Lecturer: Ing. Petra Hospodková Ph.D., MBA Weekly load: 2P Completion: GA
Department: 17110 Credits: 2 Semester: S
Description:
Marketing fundamentals, products management, basic knowledge concerning export activities in the field of marketing and commercial health care technology. Practical cases are presented including health care technology companies from the Czech Republic. Discussion and analysis of the real products are included in the exercises.
Contents:
1.Marketing: philosophy, systems and basic terms/ SWOT analysis - Case study (MedTech marketing)

2.The Medtech industry: Conceptual clarification and description of MedTech MKT

3.Sinua MedTech model: MKT idea

4.Market value and market estimate, Pricing, The Business model, The Business case, Different investment opportunities

5.Customer segmentation, Sales funnel and sales cycle, User involvement, Key opinion leaders

6. Intended use, Features and benefits, Key messages, Value proposition, Competitive positioning

7. Market access and commercial tactics, Regulation of MD worldwide, EU regulation - steps for entering to the market,

8. Hierarchy of evidence, Types of documentation

9. The communication plan, Communication developement process, Communication tools

10. Different perspectives of on the MedTech industry - the business view

11. Different perspectives of on the MedTech industry - the customer view

12. Selected chapters in MedTech Marketing

13. Selected chapters in MedTech Marketing

14. Overview /Final test
Seminar contents:
Without exercises.
Recommended literature:
[1] Piester, C.: MedTech marketing. Gyldendal Akademisk. 2017

[2] Kotler, P.: Marketing management. Prentice Hall. 11th edition. 2002.

[3] Kotler, P., Armstrong, G.: Marketing: An Introduction. Prentice Hall. 2006.

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