Module 1 – Fundamentals of Marketing in the Pharmaceutical Industry and the Evolution of MedicoMarketing 

•  What is marketing in the pharmaceutical and healthcare industry and what is it not?

•  Transition from medical knowledge to marketing strategy

•  MedicoMarketing structures' place in marketing

•  The marketing-medical-regulation triangle: roles and boundaries

•  Organizational structuring examples globally and in Turkey

Application: Reading a role-based organizational chart – case scenario

Trainer: MedicoMarketing Director + Academic pharmacist in a pharmaceutical company

Module 2 – Interpreting & Messaging Clinical and Scientific Information

•  Classifying clinical studies (RCT, meta-analysis, observational, etc.)

•  Understanding and interpreting clinical studies

•  Extracting messages through abstract and conclusion sections 

•  Transforming medical information into marketing messages

•  What is a "Claim"? The difference between scientific messaging and marketing language, ethical and legal boundaries 

•  Medical text writing examples

Instructor: Clinical pharmacy academic + Medical Director (doctor)

Application: “Message extraction” workshop on 2 publications + approval process simulation

Module 3 – Marketing Strategies and Medical Compliance

•  Product life cycle and launch strategies

•  Segmentation, targeting and positioning (STP)

•  Integration of medical content into marketing 

•  Promotional materials approval processes (MLR) in Turkey and globally

Trainer: Marketing Manager (Pharma) + Regulatory Specialist

Application: Creating STP and message matrix for 1 product

Module 4 – Communication and Interaction with KOL (Opinion Leader) and Health Professionals

•  KOL (Key Opinion Leader) determination and relationship management

•  Scientific meetings, symposiums and medical advisory boards

•  Coordination of field teams (medical representative, sales representative)

•  Multi-channel communication strategies (physical, digital, hybrid)

•  Digital medical content (webinar, e-detailing, e-newsletter)

•  Narration based on real-life data and patient experience

Trainer: MedicoMarketing field manager + Digital Medical Communications Specialist 

Application: KOL management scenarios – role distribution study

MODULE 5 – Authority Relations, Pricing and Reimbursement Strategies

•  Communication with health authorities (TİTCK, SGK, EÜAŞ, FDA, etc.)

•  Pricing, pharmacoeconomics and cost-effectiveness relationship

•  Refund systems and marketing arguments

•  Access barriers and solution strategies in the patient journey

Implementation: Drafting a pricing and reimbursement file

MODULE 6 – Promotional Strategies, Digital Marketing and Sales Effectiveness 

•  Promotion within the framework of the promotion regulation (regulation no. 22186)

•  E-detailing, digital scientific content, remote promotion trends

•  Marketing integration with sales force effectiveness and field data

•  Marketing KPIs, campaign evaluation and ROI analysis

Application: Comparison of digital and physical promotional campaigns

Module 7 – Ethics, Pharmacovigilance and Compliance

•  Ethical principles in medical marketing

•  Pharmacovigilance and adverse event reporting

•  Promotional material control processes 

•  Promotion regulations and scientific meeting rules

Trainer: Pharmacovigilance Manager + Legal advisor 

•  Application: “What to do” scenario solution with real cases

Module 8 – Case Studies and Applied Project

•  Developing product launch strategies in teams

•  Scientific content proposal – target group analysis – campaign plan 

•  Participants present their projects in teams

•  Presentation in front of the jury and feedback from instructors and jury members

Trainer: Mixed team (marketing, medical, academia)

Application: Project work + mentoring

•  Professionals working in marketing, medical, sales or regulatory departments in the pharmaceutical industry

•  Pharmacists, physicians, biomedical graduates and young professionals aiming for a career in health sciences

•  Agency staff, content creators and health communication experts working in collaboration with the pharmaceutical industry

•  Entrepreneurs and managers planning a career in MedicoMarketing

6 weeks, 1 day a week / 48 hours / 09:00 - 17:00

November 1, 2025

November 8, 2025

November 15, 2025

November 22, 2025

November 29, 2025

December 6, 2025 

You can use the following methods when making payment for Istanbul Atlas University Continuing Education Center trainings;

A-PAYMENT VIA BANK

1. By EFT or Money Order to the bank account we have an agreement with, by stating the "Education Name" and "Name Surname" information in the description section.

In order to receive a "Certificate", it is necessary to meet the 80% attendance requirement and get 70 or above from the exam to be held at the end of the course.

Participants who fail to pass the exam by meeting the attendance requirement will be given a "Participation Certificate".