[CANCELLED] Gateway Seminar: Health (2235.YR.014520.1)

General information

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	1 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Sharon Terracina Barcas	Esade	ENG

The structure of the course is based on a combination of theory and examples/business cases, with students expected to be proactive and engaged in their approach. The material and exercises included aim to foster the identification and acquisition of related skill sets, use critical thinking and apply learnings in an atmosphere of open contribution and creativity.

Some preparation will be requested prior to the sessions.

The market and our current reality are evolving and new and stimulating opportunities in marketing and especially in sales are emerging in top health companies. Digital health has become an inherent part of the conversation at top management levels. Successful healthcare companies are developing new roles in the digital space to enhance their commercial excellence and foster their penetration and access strategies. We therefore need to step up our game with knowledge and experience in this arena, making sure we build up a solid baseline in this ever-evolving digital health transformation.

This Gateway Seminar is addressed to students interested in working in the digital health sector, i.e. technology within the healthcare space, independently whether the interest lies in the startup world or "big? corporations, B2C or B2B2C, and goes across pharma, diagnostics and biotechnology.

This seminar is aiming at answering these two main questions in the healthcare space:
1. How can Digitalization affect and/or generate sources of competitive advantage (Strategy)?
2. How can we generate revenue and make profit (Business model)?

1. CONTENT 1. PART 1: What is your source of competitive advantage ¿ the WHY & WHAT (STRATEGY) Module 1: Introduction to the Digital Health space Objective: Getting familiar within this space. We will touch upon the different Perspectives, Trends and players, Challenges and Digital maturity levels. Module 2: Becoming a player in Digital Health Objective: What should we be thinking of when penetrating this space? We will dig deeper into Customer insights and use cases, Path to product development and Implementation strategies. 2. PART 2: How do you generate money ¿ the HOW (BUSINESS MODEL) Module 3: Nailing it in Digital Health Objective: What options do we have when monetizing our solution? We will learn about Value generated and willingness to pay, Evidence generation and Monetization and commercial models.

Group	Teacher	Department
Year 1	Sharon Terracina Barcas	Esade