Healthcare marketing e service management
Guidare l'innovazione in sanità
Maximizing marketing in healthcare in order to innovate
The healthcare industry is changing rapidly thanks to technological innovation and increasingly informed and connected patients.
In this context, marketing for healthcare companies needs to explore new avenues of value creation and co-creation along the patient's "care pathway."
Strategic marketing, service design, and go-to-market become indispensable tools for success, enabling companies to redesign and launch new services, set up more effective prevention and compliance policies, intercept patients at different touch points, and take full advantage of the potential of digital transformation.
Provide the methodological and operational tools required to actively lead this change. To meet the challenges of this industry, marked by profound transformation and several discontinuities. It is designed for learning advanced branding, communication and go-to-market strategies in relation to companies operating in the world of health and deepening logics, useful for facing these new challenges.
Who should apply
The course is aimed at a senior executive in the healthcare industry responsible for marketing and communication strategies, or if you are an entrepreneur or business administrator interested in improving your skills in Healthcare Marketing and Service Management.
Experience in the healthcare industry of at least 5 years is recommended.
SDA Bocconi Executive Education Certificate
To navigate the evolution of the macroeconomic landscape and organizations, it is essential to broaden your managerial skills. Education plays a central role in this process. Together with our Program Advisors, you can design the learning path that best suits your needs, choosing from various formats to shape your professional growth.
Program Advisory
Learning is never a linear journey—it is a path built together, combining specific training needs with practical tools tailored to individual challenges. Contact our team of Program Advisors, and together we will design the ideal learning path for you or your team, ensuring alignment with your goals.
Your benefits:
A dedicated orientation meeting, either in-person or remotely, to identify learning needs and create a customized plan. Throughout the course, you will experience a tailored welcome to introduce you to the program and foster networking between participants and instructors. Upon completion, your evaluation will become a valuable contribution for continuous improvement of the offering.
How your organization benefits:
Training consultation with HR managers to analyze organizational needs and develop personalized projects. Ongoing progress monitoring and a final follow-up to share results and gather feedback, ensuring constant alignment with pre-set goals.
Get in touch with Patrizia Trivellato
Structure and contents
The program consists of 3 days, totaling 24 equivalent hours, and is built on 6 pillars.
How the patient changes
The new frontiers of marketing in healthcare
Healthcare B2B and B2C marketing
Strategic brand management & trust building
Go-To-Market
Disruptive innovation e digital strategy
Calendar and information
Via Sarfatti 10, 20136 Milano
Calendar
- 16 - 18 novembre 2026On campus08:00 - 17:00
Fees
€ 3,200 + VAT
The fee is net of VAT but includes teaching materials and working lunches.
Special payment terms
Bocconi Alumni
Bocconi Alumni are entitled to a 20% reduction on participation fees. To take advantage of the discount, please enter your Alumnus status when registering by indicating “ALUMNI 20” in the notes section. Remember that without this indication, the discount will not be applicable.
Women are good for business
To foster and contribute to women’s professional development, SDA Bocconi School of Management offers them until 8 March 2027 a 20% discount on the participation fee for all Executive Open Programs and Executive Online Programs.
Multiple enrollments
Companies, institutions and public bodies that enroll at least 3 participants in a single program are granted a 20% discount for each registration fee. The concession is not applicable for personal enrollment and must be formalized by the start date of the course.
Corporate education programs
In the case of learning needs involving several resources of the same company enrolled in more than one program, it is possible to define a customized plan from the specific needs of the organization. In this case, our Program Advisors are available to build with the client organizations ad hoc training plans with special pricing.
Partnerships and channel agreements
SDA Bocconi offers the possibility to initiate collaborations that allow them to expand the portfolio of educational trainings to be offered to their members. In this case, the School is available to evaluate partnerships and channel agreements so as to respond in a timely manner to the specific needs of the organization.
By attending at least 80% of the classes, you will receive a certificate of participation in the program and a digital badge to share with your network on LinkedIn.
Program Direction
A special industry needs special marketing. Those who offer health products and services know that in addition to the normal rules of communication and brand building, there is a dimension made up of "strong" needs and expectations, a significant relational component and the particular value of inno...
