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Drug Commercialization

The University of California San Diego, Skaggs School of Pharmacy and Pharmaceutical Sciences Drug Commercialization course brings you lectures from both fac...
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Platform: Coursera
Video: 6h 38m
Language: English

Table of contents


The University of California San Diego, Skaggs School of Pharmacy and Pharmaceutical Sciences Drug Commercialization course brings you lectures from both faculty and industry experts. With this course, recorded on campus at UCSD, we seek to share our access to top people in the field who bring an unprecedented range of expertise on drug commercialization.

This course will cover pharmacoeconomic, marketing strategy, intellectual property strategy, portfolio management, managed markets and strategic alliances. It will also have a lecture case study from startup to success.

In addition, the course will discuss post-marketing clinical trials or Phase 4 trials. These are conducted after a new drug has been approved by the regulatory agencies and launched. In these studies, the new drug is prescribed in an everyday healthcare environ­ment using a much larger group of patients. This enables new treat­ment uses for the new drug to be developed, comparisons with other treatments for the same indication to be made, and determination of the clinical effectiveness of the new drug in a wider variety of patient types, and more rare side effects, if any, may be detected .

Pre-marketing strategy should be instigated as early as Phase 1 clinical trials to ensure that the market’s needs are incorporated into the new drug’s overall develop­ment. Later phases when clinical results are presented at international medical conferences the marketing strategy is then refined in order to develop an awareness amongst the medical community who will be prescribing the new drug. In addition to the marketing strategy, pricing strategy and a tactical plan will be developed. Promotional material, and the sales force will be trained so that when the product is approved they can promote the drug to physician, pharmacist and nurses.

This course is intended as part 3 of a series: Drug Discovery (https://www.coursera.org/learn/drug-discovery), Drug Development (https://www.coursera.org/learn/drug-development) and Drug Commercialization. We would highly recommend that you take the courses in order since it will give you a better understanding on how a drug is discovered in the lab before being tested in clinical trials and then launched in the market place.

You will learn


There is no prerequisite, anyone can begin this course.. This course is also great for beginners without any Healthcare Management knowledge.

This course is for

This course is suitable for beginners.
Skaggs School of Pharmacy and Pharmaceutical Sciences
University of California San Diego
Williams Ettouati, PharmD received his Doctorât d’ État en Pharmacie from Université Descartes, Paris V and a Master of Arts in Biology from the University of California, Santa Barbara. In addition to being Managing Director of this program, he is Director of the Education Innovation Support Team and Health Sciences Associate Clinical Professor at the Skaggs School of Pharmacy and Pharmaceutical Sciences (SSPPS).

As Director for the Education Innovation Support Team, his role is to provide strategic and collaborative leadership to co-create and support an institutional culture of innovation in education.

Dr. Ettouati is the course chair for three courses in the Master of Science in Drug Development & Product Management. These courses include “Opportunities in Pharma, Biotech”, “Marketing Strategy, Product Value, and Life Cycle Management”, and “Entrepreneurship, Business Development, Corporate, and Intellectual Property Strategy”. Prior to this program, Dr. Ettouati was teaching graduate courses in drug discovery, development, and commercialization at the School of Pharmacy and School of Medicine, at UC San Diego. These courses are also currently offered online on Coursera.

Before joining the Skaggs School of Pharmacy and Pharmaceutical Sciences, Dr. Ettouati spent twenty years in the pharmaceutical and biotechnology industries. Dr. Ettouati has proven and extensive experience encompassing multiple functional disciplines in pharmaceutical executive management in areas such as general management, business development, licensing, marketing, and new product planning strategy in biotech and pharmaceutical companies.

Dr. Ettouati served as Chief Executive Officer, President, Co-Founder, and Director at GeneProt, and Chief Executive Officer, President and Director at Ceptyr, both early-stage drug discovery biotech companies. In addition, he was Chief Business Officer for several biotech firms, such as Hawaii Biotech and Syrrx, and was responsible for all partnering activities. He was also Vice President of Business Development for Syrrx, Aurora/Vertex, Vice President of Marketing at DepoTech, and worked in product management at Syntex (now Roche) and ICI (now Astra-Zeneca). Finally, Dr. Ettouati had an established pharmaceutical consulting practice with many private and public clients around the U.S.
Platform: Coursera
Video: 6h 38m
Language: English

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