Healthcare marketing e service management
Maximizing marketing in healthcare in order to innovate
Scientific and technological advances, evolving models of care delivery, and changing patient expectations are reshaping the healthcare landscape. In this environment, marketing plays a strategic role in understanding people's needs, designing services and solutions, building trusted relationships, and creating value across the entire patient journey.
Healthcare Marketing and Service Management equips participants with the managerial frameworks and practical tools needed to develop marketing, positioning, and go-to-market strategies that integrate a patient-centered perspective with organizational objectives. The program supports healthcare organizations, life sciences companies, and public institutions in designing and delivering services that are effective, sustainable, and aligned with people's needs and the evolving healthcare ecosystem.
Specifically, this program will enable you to:
- Understand the evolving needs of patients and the impact of new healthcare consumption patterns on marketing strategy.
- Design services and value propositions using the principles of service design, customer centricity, and patient experience.
- Develop branding, communication, and stakeholder engagement strategies to strengthen trust, reputation, and organizational value.
- Define go-to-market models, partnerships, and collaboration strategies involving companies, healthcare professionals, and institutions across the healthcare ecosystem.
- Integrate digital innovation, healthcare retailization, and digital strategy to redesign services, relationships, and business models.
Is this program right for you?
This program is designed for managers, executives, and professionals working in public and private healthcare organizations, as well as in companies and other organizations across the healthcare sector, including pharmaceutical, medical device, and digital health companies, and organizations developing services and solutions for care delivery, prevention, and well-being.
Connect with our advisors
Learning is never linear. It takes shape over time, combining specific learning needs with practical tools matched to your own challenges.
Talk to our team of Program Advisors to identify the path that best fits your goals and find out how to build a broader development plan through the SDA Bocconi Executive Education Certificate.
Get in touch with Patrizia Trivellato
SDA Bocconi Executive Education Certificate
Your initial conversation with our Program Advisors helps shape your path, clarifying your goals and participation options. It is also the required first step toward earning the Executive Education Certificate.
The SDA Bocconi Executive Education Certificate is the formal recognition awarded upon completion of a learning plan designed around your managerial needs. With the Certificate, every program you attend becomes part of a broader design, built on your growth objectives.
What you will learn
The program consists of 3 days totaling 24 equivalent hours and is built on 6 pillars:
Program direction & faculty
- Valeria RappiniDirectorArea: Government, Health and Not for ProfitResearch domains: Healthcare Management
- Paola Roberta BoscoloArea: Government, Health and Not for ProfitResearch domains: Healthcare Management
- Francesca CasaliniArea: Government, Health and Not for ProfitResearch domains: Business Government Relations
- Sandro CastaldoArea: MarketingResearch domains: Channel & Retail
- Erika MallariniArea: Government, Health and Not for ProfitResearch domains: Healthcare Management
- Maria Carmela OstillioArea: MarketingResearch domains: Brand & Communication
- Angelica ZazzeraArea: Government, Health and Not for ProfitResearch domains: Healthcare Management
With us, the program becomes reality
The Program Management team supports participants from enrollment through to the end of the program, coordinating and managing every organizational aspect.
SDA Bocconi Campus - Milano
Information
Location
SDA Bocconi School of Management
Via Sarfatti 10, 20136 Milano.By attending at least 80% of the classes, you will receive a Certificate of Participation and a digital badge to share with your network on LinkedIn.
Fees
€ 3.200 + VAT
The fee is exclusive of VAT.
Contacts
Program Advisor
Patrizia Trivellato
tel. +39 02 5836 6605
patrizia.trivellato@sdabocconi.itProgram Manager
Camilla Boldrini
tel. +39 02 5836 6605
camilla.boldrini@sdabocconi.it
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 2028 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.
The Zangrillo Directive
The Zangrillo Directive requires 40 hours of training. We help you make the most of them.
- Meet training requirements in full compliance with the Directive
- Build a learning journey that creates impact and delivers public value
- Develop managerial capabilities, not just technical skills
- Immediately apply what you learn within your organization
- Improve performance, streamline processes, and drive innovation
The Zangrillo Directive makes 40 hours of training mandatory for public sector employees. We help turn a regulatory requirement into a strategic opportunity.
With SDA Bocconi programs for public sector professionals, you can:
Upon request, participants may take a post-program assessment at the end of the course to verify the competencies acquired. Successful completion of the assessment entitles participants to receive a certificate attesting the positive outcome of the training, in compliance with the Zangrillo Directive of 16 January 2025.
Download the brochure and discover how to turn the 40 hours required by the Zangrillo Directive into tangible value.
The brochure walks you through the program and the SDA Bocconi experience. Inside you'll find:
The full calendar
The application process
Participant stories
The campus experience
