Learning objectives
At the end of the course the student shall:
- Know the opportunities offered by Internet and the social networks for the digital marketing of drugs
- Be aware of the opportunities offered by the new technologies for online sale of drugs
- Know pharmaceutical regulations and risks in marketing and online sale of drugs
Prerequisites
It is advisable to have already attended the course on PHARMACEUTICAL LEGISLATION AND THE ROLE OF THE PHARMACY IN HEALTH PROTECTION
Course unit content
The course aims at providing tools and methods for digital marketing in pharmacy management. The course will address topics on out-of-store communication (social network management and direct communication with fidelity card systems), in-store communication (management of digital touch points in stores) and also sales with different solutions of book-and-delivery (owned and third-party e-commerce, click & collect, etc.). With reference to the last point, the course will consider two insights.
First, the main IT components of e-commerce platforms and some example of e-commerce sites for online sale of drugs will be presented.
Then, the legal framework of e-commerce, specifically in the case of drugs, will be introduced. In fact, online sale is limited to drugs without prescription, namely over the counter (OTC) drugs, and medical devices.
The course will provide the legal foundations for online drug sale, highlighting the specific requirements needed to obtain authorization from the competent regional authority and request the National Identification Logo. Differences in international rules about online sale of drugs will be evidenced, including issues related to illegal commerce of drugs. In addition, disclosure obligations will be introduced on the website to protect patient safety and privacy. Finally, some future opportunities will be considered, such as online prescription and personalised medicine.
Full programme
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Bibliography
Scientific papers, links to websites and slides will be provided by the teachers on Elly portal on a weekly basis.
Teaching methods
The course will be delivered with face-to-face lessons (24 hours overall, corresponding to 3 CFU). Lessons will be held in the classroom with the help of Powerpoint slides summarizing covered contents. Slides will be available on Elly platform on a weekly basis.
Assessment methods and criteria
Acquired knowledge will be assessed by means of a written exam consisting of multiple choice questions about the contents of the course. The student is qualified (idoneo) if the exam is judged equal or superior to 18/30. The results of the exam will be published on ESSE3 portal (https://unipr.esse3.cineca.it/Home.do) within one week from the date of the exam. Students will be allowed to view their tests, by appointment with the teachers.
Other information
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