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Regular version of the site

Pharmaceutical and Medical Device Innovations

2021/2022
Academic Year
ENG
Instruction in English
3
ECTS credits
Course type:
Elective course
When:
1 year, 4 module

Course Syllabus

Abstract

The course “Pharmaceutical and Medical Device Innovations” is taught on educational online platform “Coursera.org”. Discipline studies are carried out by students independently on the basis of an online course “Pharmaceutical and Medical Device Innovations”, https://ru.coursera.org/learn/pharmamedical-device-innovations, the University of Minnesota.
Learning Objectives

Learning Objectives

  • This course in the Healthcare Marketplace specialization gives the learner an in-depth view of the intellectual property creation that is vital to creating breakthrough technologies. Included is an understanding of the strategy deployed for pricing drugs and new technologies as well as the market sizing exercise to identify where future research and development investments should be made.
Expected Learning Outcomes

Expected Learning Outcomes

  • Students know how medical technology goes from ideas to treatments.
  • Students know about how the pharmaceutical industry takes a product that has cleared the bench and sells it in the market
  • Students know how medical device industry innovates and brings transformational products to market.
  • Students know about how the medical device industry takes a product that has cleared the bench and sells it in the market.
Course Contents

Course Contents

  • The Pharmaceutical Industry: Bench Science to Bedside
    In this module you will learn how medical technology goes from ideas to treatments. First we will focus on the pharmaceutical industry. The take-away messages from this module are that there are many exciting ideas that never make it out of the lab. Furthermore, those ideas that do make it out requires hundreds of millions of dollars per innovation. The skills gained from this module to enable a successful capstone is an appreciation of how technologies are innovated a midst a sea of regulation and intellectual property constraints. You will be better prepared to under the features of likely successful drug before it goes to market and competes to enhance and save lives
  • Pharmaceutical Market Deployment & Management
    In this module you will learn about how the pharmaceutical industry takes a product that has cleared the bench and sells it in the market. Pharmaceutical marketing of a drug product is one of the most complex consumer behavior activities in practice today. Selling a new drug in a highly competitive global market space with a patent clock ticking is a constant tactical game played out on a long strategic clock that also runs into subsequent generic deployment. The take-away messages from this module are the pharmaceutical market requires strategic thinking that considers an array of contingencies. The market also must be nimble to adjust to different government policies that can create or break decades long product lines and therapeutic interventions. The skills gained from this module are an understanding of the competitive landscape analysis as well as threat assessment analysis required to complete the capstone medical innovation project.
  • The Medical Device Industry: Bench Science to Bedside
    In this module you will learn how medical device industry innovates and brings transformational products to market. The take-away messages from this module are that there are many exciting ideas that never make it off the cutting room floor of universities and research labs. Furthermore, those devices that do make it have to quite novel to compete in an increasingly crowded space. The skills gained from this module to enable a successful capstone is an appreciation of how medical devices are innovated a midst a sea of regulation and intellectual property constraints. You will be better prepared to under the features of likely successful medical device before it goes to market and competes to enhance and save lives.
  • Medical Device Market Deployment & Management
    In this module you will learn about how the medical device industry takes a product that has cleared the bench and sells it in the market. Selling a new medical device in a highly competitive global market space with a patent clock ticking is a constant tactical game particularly in the crowed medical device Class 1 and Class 2 space. The take-away messages from this module are the medical device market requires constant innovation with product updates required at a far quicker rate than the pharmaceutical market. Manufacturers must also be nimble to adjust to different government reimbursement policies that put great financial risk or previously risk free core customers. The skills gained from this module are an understanding of the competitive landscape analysis as well as threat assessment analysis required to complete the capstone medical innovation project.
Assessment Elements

Assessment Elements

  • non-blocking 4 Tests after Module 1
  • non-blocking 3 Tests after Module 2
  • non-blocking 4 Tests after Module 3
  • non-blocking 4 Tests after Module 4
  • non-blocking Final interview
    Экзамен проводится в устной форме (опрос по материалам курса). Экзамен проводится на платформе Zoom (https://www.zoom.us/). К экзамену необходимо подключиться согласно расписанию ответов, высланному преподавателем на корпоративные почты студентов накануне экзамена. Компьютер студента должен удовлетворять требованиям: наличие рабочей камеры и микрофона, поддержка Zoom. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно точному расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру, пользоваться конспектами и подсказками. Кратковременным нарушением связи во время экзамена считается нарушение связи менее минуты. Долговременным нарушением связи во время экзамена считается нарушение минута и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи подразумевает использование усложненных заданий.
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.15 * 3 Tests after Module 2 + 0.15 * 4 Tests after Module 1 + 0.2 * 4 Tests after Module 3 + 0.2 * 4 Tests after Module 4 + 0.3 * Final interview
Bibliography

Bibliography

Recommended Core Bibliography

  • Kaestner, R., & Bolin, K. (2012). The Economics of Medical Technology. Bingley, U.K.: Emerald Group Publishing Limited. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=482441
  • Natalia Vladimirovna Kuzina. (2016). Value and Price: Economic and Ethical Aspects of Modern Pharmaceutical Business (Retail Segment). Nauka Krasnoârʹâ, (2), 202. https://doi.org/10.12731/2070-7568-2016-2-202-225
  • Oliver Gassmann, Alexander Schuhmacher, Max von Zedtwitz, & Gerrit Reepmeyer. (2018). Leading Pharmaceutical Innovation. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.sprbok.978.3.319.66833.8

Recommended Additional Bibliography

  • Elena Leonidovna Andreeva, Elena Vladimirovna Sapir, Dmitriy Andreevich Karkh, & Igor Andreevich Karachev. (2019). Comparative Analysis of Foreign Economic Development of Pharmaceutical Sector in Russia and the USA. Èkonomika Regiona, (2), 576. https://doi.org/10.17059/2019-2-20
  • Liming Zhang, Waion Lam, & Hao Hu. (2013). Complex product and system, catch-up, and sectoral system of innovation: a case study of leading medical device companies in China. International Journal of Technological Learning, Innovation and Development, (3), 283. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.ids.ijtlid.v6y2013i3p283.302