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Summary

Samenvatting Marketing en sales

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Dit is een samenvatting van de gastcolleges over marketing en sales.

Last document update: 1 week ago

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  • January 8, 2024
  • December 13, 2024
  • 6
  • 2023/2024
  • Summary
avatar-seller
Marketing (Vicky)
4 Ps




Terugbetaling
• Arts beslist of patiënt GM koopt, kan beïnvloed worden door eventuele terugbetaling van RIZIV
• Verschillende categorieën en hoofdstukken
o A = levensnoodzakelijk = volledig terugbetaald
o B = therapeutisch belangrijk = grotendeels terugbetaald
o C = symptomatisch = gedeeltelijk (C > Cs > Cx)
o F = enkel in ziekenhuis = forfaitair bedrag

SWOT-analyse
1. Verzameling factoren (DESTEP-analyse + influencers + HCP + patiënten + markt)
o DESTEP-analyse
▪ Demografisch
▪ Ecologisch
▪ Sociaal-cultureel
▪ Technologisch
▪ Economisch
▪ Politiek-juridisch
o Kwalitatieve analyse (wet. literatuur, advisory boards, …) om markt te begrijpen
o Kwantitatieve analyse om markt te meten
▪ Bepaal bronnen → gaat GM goed verkocht worden?
o Kijken naar cijfers van gelijkaardige GM
o Intern: sales ex factory
o Extern: IQVIA, farmanet (databank riziv → enkel terugbetaalde GM in
apotheek), …

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