Course Objective:

The objective of this course is to equip you with the knowledge and skills to:

• Understand the basic concepts and theories of sales and marketing and how they relate to health care systems and policies
• Analyse the types and sources of health care customers and markets and the factors that influence them
• Evaluate the benefits and challenges of sales and marketing in health care and the factors that enable or hinder its implementation
• Apply sales and marketing concepts and tools to address real-world problems and cases in various health care settings and contexts
• Communicate effectively and persuasively about sales and marketing in health care to various audiences and stakeholders

This course is designed for professionals who work in or are interested in the health care sector, such as:

• Health care providers (e.g., physicians, nurses, pharmacists, therapists, etc.)
• Health care managers and administrators (e.g., hospital directors, clinic managers, health plan executives, etc.)
• Health care policymakers and regulators (e.g., government officials, public health agencies, health care organizations, etc.)
• Health care researchers and consultants (e.g., academics, analysts, evaluators, etc.)

By taking this course, you will:

• Enhance your analytical and critical thinking skills in the health care domain
• Gain a deeper understanding of the current issues and trends in the health care sector and their implications for sales and marketing and quality improvement
• Learn how to use sales and marketing frameworks and tools to inform and improve your health care decisions and actions
• Develop your ability to communicate and collaborate with other health care professionals, managers, policymakers, and researchers

The course will consist of five days of lectures, discussions, exercises, and case studies, covering the following topics:

• Day 1: Introduction to Sales and Marketing in Health Care
  • What are sales and marketing and why are they important in health care?
  • What are the main concepts and theories of sales and marketing and how do they relate to health care systems and policies?
  • What are the main sources and methods of data collection and analysis in sales and marketing in health care?
• Day 2: Types and Sources of Health Care Customers and Markets
  • What are the types and characteristics of health care customers and markets and how are they defined and classified?
  • What are the sources and drivers of health care customers and markets and how do they vary across different health care settings and contexts?
  • How do health care consumers, providers, insurers, and regulators perceive and respond to health care products and services?
• Day 3: Sales and Marketing Frameworks and Systems in Health Care
  • What are the role and rationale of sales and marketing frameworks and systems in health care and how are they designed and implemented?
  • What are the components and functions of sales and marketing frameworks and systems in health care and how do they interact and integrate with each other?
  • What are the best practices and standards for sales and marketing frameworks and systems in health care and how are they evaluated and improved?
• Day 4: Sales and Marketing Analysis and Decision Making in Health Care
  • What are the tools and techniques for sales and marketing analysis and decision making in health care and how are they applied and used?
  • What are the criteria and methods for sales and marketing prioritisation and decision making in health care and how are they applied and used?
  • What are the strategies and actions for sales and marketing optimisation and innovation in health care and how are they applied and used?
• Day 5: Sales and Marketing Performance and Improvement in Health Care
  • What are the methods and measures for sales and marketing performance and improvement in health care and how are they applied and used?
  • What are the challenges and opportunities for sales and marketing performance and improvement in health care and how are they addressed and exploited?
  • What are the benefits and outcomes of sales and marketing performance and improvement in health care and how are they measured and communicated?