Business Management in Health and Life Sciences

Course Objective

1. To acquire knowledge and understanding of the theory of knowledge valorisation in health and life sciences
   
2. To acquire knowledge and insight in how to organise, protect and finance a business in health and life sciences
   
3. To acquire knowledge and understanding of the pharmaceutical industry’s business model and business processes
   
4. To acquire knowledge and understanding of the challenges that the pharmaceutical industry faces
   
5. To apply newly acquired knowledge and understanding by solving case examples
   
6. To apply newly acquired knowledge and understanding in writing a business plan
   
7. To reflect on and critically evaluate the role of the pharmaceutical industry in the healthcare system
   
8. To learn to autonomously write a (personal) business plan

Course Content

As a result of external factors (for example ageing of the population and technological advancement, leading to increased healthcare costs), our healthcare system is under pressure. As a central stakeholder in this healthcare system, the pharmaceutical industry is facing significant challenges. Business Management in the Health and Life Sciences focuses on gaining insight in the pharmaceutical industry, its business models, business processes and challenges, as well as strategies and actions to overcome these challenges.

The course combines theoretical and practical knowledge through lectures and seminars, including contributions from experienced guest lecturers from the field. Tangible subjects discussed include the pharmaceutical industry's business models and business processes, intellectual property, portfolio management, finance, risk capital, grants and subsidies, team building and people management, different legal entities, fiscal and legal aspects when starting a new company, SWOT analysis in the life sciences, and clinical trials.

The newly acquired knowledge is tested via an assignment during which students will write a personal business plan, an IP assignment, a digital exam, and a final reflection video. The exact weighting of each graded component will be communicated via Canvas.

Additional Information Teaching Methods

Lectures: +-50 h
Computer seminars: 7,5 h
Work on assignment and self-study: +- 40h

Method of Assessment

• elevator pitch: pass/fail
• providing feedback on pitch: pass/fail
• personal business plan: graded
• IP assignment (group): graded
• digital exam: graded
• final reflection video: pass/fail

All parts have to be passed successfully. The weighting of each graded component will be communicated via Canvas.

Literature

Lectures provide key material to this course. The following book can be used as background to the lectures:

• Osterwalder, A. & Pigneur, Y. (2009). Business model generation. Self-published.

The course’s assignment is to write either a ‘real’ business plan or a 'personal' business plan. When writing a business plan, students are recommended to use the following books:

• Kubr, Marchesi & Ilar (McKinsey & company). (1998). Starting up. Achieving success with professional business planning. McKinsey & Company, Inc. The Netherlands, Amstel 344, 1017 AS Amsterdam.
  
• Clark (2012). Business Model You: A One-Page Method for Reinventing Your Career. Business Model You, LLC.

Additional Information Target Audience

Optional course for Master students Management, Policy Analysis and Entrepreneurship in Health and Life Sciences (MPA), Societal differentiation of the Health, Life & Natural Sciences.

Additional Information

Use of Generative AI (GenAI)

This course follows the BETA Faculty policy on GenAI use, applying the BETA GenAI Assessment Scale per component:

• Elevator pitch & providing feedback on pitch (pass/fail): Level 2a. GenAI may support idea generation and structuring, but no GenAI-generated content in the final output.
• Personal business plan (graded, individual): Level 2 (2a or 2b), GenAI may be used for idea generation, structuring, and/or editing of student-authored work, with mandatory declaration of GenAI use.
• IP assignment (graded, group): Level 2 (2a or 2b), GenAI may be used for idea generation, structuring, and/or editing of group-authored work, with mandatory declaration of GenAI use and trail of responsibilities.
• Final exam, on-site at VU (graded): Level 1 — No GenAI; supervised.
• Final reflection video (pass/fail): Level 2a. GenAI may assist with structuring; the reflection content must be the student's own.

Use GenAI responsibly and in line with the VU integrity policy and the VU recommendations on responsible use of GenAI. VU has a license for Microsoft Copilot. Do not enter personal, sensitive, or confidential data into any GenAI tool, including Copilot. Using GenAI to produce ready-made content without disclosure is considered fraud.

Guest lecturers contributing to this course include (a.o.):

• Olaf Larsen, Yakult
• Bart van Wezenbeek, V.O. Patents & Trademarks
• Maurice Mooijman, RVO NL Octrooicentrum
• Marga Janse, InnovatiefLerenLeren
• Robert Al, TU/e Innovation Lab
• Loyens Loeff Belastingadviseurs
• Bart Bergstein, Forbion Capital partners
• IQVIA
• Hans Slobbe, TalentMark
• Theo van Uffelen, Yakult