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 aim of the course is to provide knowledge on the tools and methods for digital marketing in pharmacy management. The legal framework for e-commerce will be introduced with a specific reference to the drug, highlighting the specific requirements for obtaining authorization from the competent regional authority and requesting the National Identification Logo. The differences in the online sale of medicines at an international level will also be discussed, including the problems related to the illegal trade of medicines and the information obligations on the website to protect patient safety and privacy.
Topics relating to out-of-store communication will also be addressed (management of social pages and direct communication with loyalty card systems), in-store communication (management of digital touch points in the point of sale) and, last but not least, sales through varied booking solutions. and delivery (proprietary, third-party e-commerce, click & collect etc.).
Finally, the main IT characteristics of e-commerce platforms and some examples of specific e-commerce sites for the online sale of medicines will be illustrated.
Full programme
The aim of the course is to provide knowledge on the tools and methods for digital marketing in pharmacy management.
In the legislation module, the legal framework of e-commerce will be introduced with a specific reference to the drug (SOP, OTC and medical devices). The course aims to provide the legislative basis for the sale of medicines online, highlighting the specific requirements for obtaining authorization from the competent regional authority and requesting the National Identification Logo. The differences in the online sale of medicines at an international level will also be discussed, including the problems related to the illegal trade of medicines and the information obligations on the website to protect patient safety and privacy. Finally, some future opportunities will be proposed, such as the possibility of online prescriptions for personalized medicine.
In the digital marketing module, topics relating to out-of-store communication (management of social pages and direct communication with loyalty card systems), in-store communication (management of digital touch points in the point of sale) and, last but not least, sales will be addressed. through varied booking and delivery solutions (proprietary e-commerce, third party, click & collect etc.).
In the IT module, the main IT characteristics of e-commerce platforms will be illustrated and some examples of specific e-commerce sites for the online sale of medicines.
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 30 multiple choice questions (one or more answers are correct) 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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