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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/pharma-medical-device-innovations
课程评论：没有评论
课程名称：药品与医疗器械创新 课程概述：本课程是医疗市场专业中的一部分，深入探讨知识产权的创造，这对于突破性技术的发展至关重要。课程内容涵盖药品和新技术的定价策略，以及市场规模分析，以识别未来研究和开发投资的方向。 课程大纲： 1. **制药行业：从实验室到临床应用** - 描述：本模块将介绍医疗技术从概念到治疗的全过程，重点关注制药行业。学习者将了解到许多激动人心的创意最终未能推向市场，而那些成功的创新则通常需要数亿美元的投入。通过本模块，学员将掌握在监管和知识产权限制下进行技术创新的技能，帮助他们更好地理解成功药物上市前的特征，以提升和拯救生命。 2. **制药市场推广与管理** - 描述：学习制药行业如何将经过研发的产品推向市场。制药产品的营销是一项极其复杂的消费者行为活动，需要在高度竞争的全球市场中进行战略思考。学员将了解到市场需要灵活应对不同政府政策，以防止产品线和治疗干预措施的破灭。通过本模块，学员将掌握竞争环境分析和威胁评估的技能，为完成医疗创新项目奠定基础。 3. **医疗器械行业：从实验室到临床应用** - 描述：本模块将讲述医疗器械行业如何创新和推出变革性产品。许多激动人心的创意未能脱颖而出，成功的设备需要在竞争愈发激烈的市场中表现出新颖性。学员将学会在监管和知识产权的约束下进行医疗设备的创新，为成功完成项目做准备。 4. **医疗器械市场推广与管理** - 描述：学习医疗器械行业如何将产品推向繁忙的市场。在竞争激烈的环境中，制造商需快速响应政府的补偿政策变化，以降低财务风险。通过本模块，学员将获得竞争环境分析和威胁评估的知识，增强其在医疗创新项目中的能力。 本课程将为希望在药品和医疗器械领域取得突破的学习者提供宝贵的知识和技能。
Name:The Pharmaceutical Industry: Bench Science to Bedside
Description: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.
Name:Pharmaceutical Market Deployment & Management
Description: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.
Name:The Medical Device Industry: Bench Science to Bedside
Description: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.
Name:Medical Device Market Deployment & Management
Description: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.
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.
