Course name: Management of enterprises, marketing and communication
COURSE CONTENT
Different roles of pharmacist in modern society: manager and provider of health information.
Elements of economics: functions of demand and supply, types of markets, competition, distinctive features of health and drug market; financial and economic cycles; costs and their classifications; management of storages and type of stocks; management of human resources; data on national/regional drug expenditure; data of drug market in private pharmacies.
Pharmacy as ‘healthcare place': pharmaceutical care; description of drug chain in Italy and Europe; the role of public and private pharmacy in the National/regional Healthcare Service (NHS); generics, limitations to prescriptions.
Pharmacy as an enterprise: drugs and non medical products sold in pharmacy; competitors of private pharmacy; clients' segmentation; selling plans; marketing applied to pharmacy, marketing levers (4Ps), communication with clients and employees; wholesaler-pharmacist commercial transactions; types of commercial discounts; reimbursed and non reimbursed drugs: definitions and differences; central negotiation process, P&R patterns; the VAT; NHS and ex-factory prices; agreements with NHS: distribution margins of reimbursed drugs and pharmacist's pay-off.
LEARNING OUTCOME
This course will provide students with some elements of economy in pharmacy's management as well as elements of marketing and communication, in order to understand the pharmacy system as an enterprise and as an healthcare place
CREDITS: 5
CONTACT INFORMATION
Stefania Lopatriello
Department of Pharmaceutical Sciences
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