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.

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.

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.