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The Strategic Digital Pharma Marketing Course
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to the mix to create a competitive edge in the new environment
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Fonny Schenck
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> Print this pageBy attending this course, you will:
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Learn why digital marketing is one of the cornerstones of the new commercial model for pharma and how physicians, other stakeholders and your competition are leveraging the power of Internet. | |
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Be able to define a digital strategy for your brand, therapeutic area or company – locally and internationally. | |
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Know how to tightly integrate digital into your overall marketing, sales and medical education strategy and ensure “fusion” of your online and offline efforts while respecting legal and regulatory guidelines. | |
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Learn from well-metricized examples of successful e-tactics for physicians, consumers/caregivers and other new stakeholders like payers, nurses and pharmacists. | |
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Know how to market your digital initiative and how to organize for digital success: offline/online promotion, organization, change management and governance. | |
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Be able to calculate the ideal “share of budget” for digital in your overall communication mix and to assess the business impact of your digital projects. | |
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Gain insight into emerging digital trends and how they may impact your business. |
What sets The Strategic Digital Pharma Marketing Course apart?
The expert: Our expert-trainer, Fonny Schenck, not only has a wide international experience in digital marketing (over 100 completed projects with over 20 different pharmaceutical or medical device companies) but he has also built up a very strong reputation within the international digital community as a high-impact consultant and trainer. Throughout his career, Fonny has worked in pharmaceuticals as well as in consultancy at European and global level.
The content: This course not only provides you with an explanation about concepts and methods. More importantly, it discusses the integration of digital in the overall business strategy and marketing plans (with practical examples) as well as the perspective of the customers and stakeholders, including several best-practice cases.
Who should attend?
This workshop is designed for innovative marketing, sales and medical education staff who want to optimize their communication mix and enhance customer-centricity through the selective adoption of digital.
Executives from professional services organizations should request approval from Fonny Schenck prior to registering to this course.
Please contact Annelies Swaan, Sales Manager, annelies.swaan@celforpharma.com, tel +32 (0)2 709 22 39.
Past participants
Below is a non-exhaustive list of executives who participated in this pharma e marketing seminar:
Director Global Commercial Analytics Actelion Switzerland testimonial General Manager Actelion The Netherlands Marketing & Sales Director Actelion The Netherlands Medical Director Actelion The Netherlands testimonial CNS Product Manager & Innovation Leader AstraZeneca Portugal testimonial Group Product Manager AstraZeneca Romania testimonial Senior Medical Director AstraZeneca Japan testimonial CRM and Analysis Manager Boehringer Ingelheim Turkiye testimonial Intr. Business Analyst Boehringer Ingelheim Germany testimonial International Product Manager Boehringer Ingelheim Germany testimonial International Brand Manager Chiesi Italy testimonial Vice Director Brand Management Daiichi Sankyo Germany testimonial International Marketing EVER Neuro Pharma Austria testimonial General Manager Ferring Belgium testimonial Business Unit Manager Ferring Belgium testimonial Global Brand Manager, New Products, Gastro/Endo Ferring Switzerland testimonial Marketing Manager IMS Health Belgium testimonial Business Relationship Manager Digital Marketing Janssen-Cilag Belgium testimonial VP Licensing Neurosciences & EMEA Janssen Pharmaceutica Belgium Market Manager Primary Care Merck Serono Belgium testimonial Head of Sales Operations Novartis Russia testimonial Senior Insights Manager Novartis Switzerland testimonial Global Marketing Director, Sales and Marketing Excellence Novo Nordisk Denmark testimonial Director Customer Service Nycomed Belgium testimonial Senior Product Manager Nycomed Belgium testimonial Digital Strategic Planner Roche Italy testimonial Internal & Business Communications Specialist Roche Italy testimonial Marketing Manager Digital Solutions Roche Italy testimonial Pharma Business Communications Manager Roche Belgium Nordic Copaxone Marketing Head Sanofi-aventis Denmark testimonial New Channels Business Executive Sanofi UK testimonial New Channels Project Manager Sanofi UK testimonial Associate International Product Director Shire-Movetis Belgium testimonial Marketing Director Rx Business Unit Teva Russia testimonial General Manager CNS UCB Germany testimonial
Programme outline of The Strategic Digital Pharma Marketing Course
The course starts on day 1 at 09:30h with a welcome coffee and ends on day 2 at 16:30h.
Day 1
Welcome & General Introduction
Getting the Pivotal Insights to Craft a Digital Strategy
- Which key industry changes are accelerating the move to digital?
- What are your customers looking for online ... and what is pharma offering them today?
- How can I set up a competitive assessment for online marketing?
- Is your company ready to embark on the digital journey?
Designing a Digital Innovation Strategy
- What is a digital strategy and how is it linked with the overall product/TA/company strategy?
- How do you link key leverage points to the 6 digital strategies?
- How do you objectively prioritize key digital tactics within this strategy?
- How do you design a multi-year digital roadmap for impact?
Digital Innovation Strategy - exercise
Integrated Execution: 1- Physician Opportunities
- E-medical education
- HCP self-service portal
GROUP DINNER
Day 2
Integrated Execution: 1- Physician Opportunities (cont’d)
- Teledetailing
- Tablet detailing
Integrated Execution: 2 - Patient/Consumer Opportunities
- How can you design a state-of-the-art online marketing campaign for consumers?
Integrated Execution: 3 - Social Media
- What’s hot (and what’s not) in social media in life sciences today (and tomorrow)?
Integrated Execution: 4 - Mobile Marketing
- What do you need to do differently now to ensure you can ride the mobile marketing wave?
Budget Planning, Channel Mix and Change Management
- What kind of budget should be allocated to digital?
- Which channels can be reduced/stopped?
- A pragmatic approach to channel mix optimization
- Organizing for digital transformation
Integrated execution: Channel Mix Optimization Exercise
Impact Measurement: ROI and Other KPIs
- How do you define a robust framework of leading & lagging impact indicators, and tackle the eternal ROI question convincingly?
- Web analytics
- Qualitative measurements
- The Net Promoter Score
- ROI
Impact Measurement – Exercise
Wrap-up and Closing
Learning methodology
Fonny Schenck is very experienced in leading interactive sessions and will actively engage participants in discussions and teamwork. In addition, a business case will be used throughout the workshop to help bring theory into practice.
Meet the expert: Fonny Schenck
Since mid 2007, Fonny Schenck has been CEO of Across Health, a fast-growing international consultancy on customer-centric innovation in life sciences. He joined from Johnson & Johnson, where he held regional and global roles in the e-business and CRM space between 2000 and 2007. In addition, he managed the EMEA-wide Salesforce Effectiveness programme as well as the launch of the Marketing Excellence programme.
Leveraging his extensive hands-on experience, Fonny is focused on helping international clients to navigate towards a new commercial model, through the selective adoption of impactful innovative customer approaches. Fonny likes to work at the exciting intersection of technology, commercial effectiveness, business strategy and innovation. One of his more recent strategic focus areas is the impact of connected healthcare on the business model for pharma.
Fonny has received many awards at J&J for his achievements in the CRM and e-business space, both at European and global level. In addition, he is a well-known speaker at international CRM and e-marketing events and has authored several strategic eCRM articles.
Dates
- 12-13 June 2013, Copenhagen
- 3-4 October 2013, Brussels
- 28-29 November 2013, London
Venue & Accommodation
12-13 June 2013, Copenhagen
This course takes place at the Hilton Copenhagen Airport Hotel which is directly connected to Terminal 3 by a covered walkway. It is located only 12 minutes' away from the city center and its top attractions. The metro will take you from the airport to Nørreport Station in central Copenhagen in 15 minutes.
Hilton Copenhagen Airport Hotel
Ellehammersvej 20
2770 Copenhagen
Denmark
Tel: +45 32 50 15 01
Fax: +45 32 52 85 28We have secured preferential room rates at this hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, C.E.L.forpharma will send you a Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Marie Stricklesse, Senior Programme Coordinator, if you need assistance in this matter. (marie.stricklesse@celforpharma.com; tel +32(0)27092241)3-4 October 2013, Brussels
This course takes place at the Sheraton Airport Hotel & Conference Center which is situated opposite Brussels National Airport, literally at 2 minutes' walking distance from the arrival hall.
Sheraton Brussels Airport Hotel
Brussels National Airport
1930 Zaventem
Belgium
Tel: +32 27 10 80 00
Fax: +32 27 10 80 80
We have secured preferential room rates at this four-star hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, C.E.L.forpharma will send you a Sheraton Brussels Airport Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Marie Stricklesse, Senior Programme Coordinator, if you need assistance in this matter. (marie.stricklesse@celforpharma.com; tel +32(0)27092241)28-29 November 2013, London
This course takes place at the Sofitel London Heathrow Hotel which has direct access to Terminal 5 via a covered walkway and Terminals 1, 2, 3 and Terminal 4 via courtesy Heathrow Express and connect rail connection. The hotel is only 21 minutes from Central London by train.
Sofitel London Heathrow Hotel
Terminal 5
London Heathrow Airport
TW6 2GD London
United Kingdom
Tel: +44 20 87 57 77 77
Fax: +44 20 87 57 77 88We have secured preferential room rates at this hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, C.E.L.forpharma will send you a Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Marie Stricklesse, Senior Programme Coordinator, if you need assistance in this matter. (marie.stricklesse@celforpharma.com; tel +32(0)27092241)
Registration fee
Team discounts are offered as of 3 or more registrations from the same company.
Price(*) €2.970
Price(*) €2.670 €2.970
Price(*) €2.670 €2.970 * (VAT excl.)To register, please go to our online registration form.
Testimonials of The Strategic Digital Pharma Marketing Course
"Thanks for giving back faith in digital marketing."
Maria Izmestieva, Marketing Director Rx Business Unit, Teva - Russia (March 2013)
"This pharma digital marketing event offers a fantastic and updated vision about the pharma digital landscape and drives you in the strategic digital environment."
Davide Bottalico, Marketing Manager Digital Solutions, Roche – Italy (November 2012)
"In a very concise way, Fonny and Ruud presented the state of the art, potentials, pitfalls and challenges, all in a nicely structured overview. Absolutely efficient!"
Joris Goethals, Marketing Manager, IMS Health – Belgium (November 2012)
"Practical, useful, peer-to-peer discussions. Best practice. Thank you!"
Eva Panarese, Associate International Product Director, Shire-Movetis – Belgium (November 2012)
"Fonny and Ruud are skilled presentators. The course content is well balanced between theory and practice. I'll recommend this course to pharma digital people and other marketers."
Denis Dina, Digital Strategic Planner, Roche – Italy (November 2012)
"Excellent and worthwhile 2-day course that will help me build a comprehensive digital strategy for Sanofi UK & Ireland."
Benjamin Tilly, New Channels Business Executive, Sanofi – UK (May 2012)
"This course gave me a great framework of digital pharma marketing."
Elda Dinaj, Global Brand Manager, New Products, Gastro/Endo, Ferring – Switzerland (May 2012)
"A really excellent course - one of the most useful I have ever attended. Great balance of theory and practical application which will really help our digital strategy and approach."
Andrew Browning, New Channels Project Manager, Sanofi – UK (May 2012)
"Very good facilitator and presenters. Well done!"
Raj Raina, Global Marketing Director, Sales and Marketing Excellence, Novo Nordisk – Denmark (May 2012)
"This e-marketing workshop for the pharma industry is well structured, full of clear examples from a variety of sources and websites. At a time where Medical Affairs are more involved than ever in re-shaping the customer-centric strategy, Fonny's teaching course has given me all I needed."
Alain Huvenne, Senior Medical Director, AstraZeneca – Japan (March 2012)
"It was very good to put practice next to theory. Excellent training!"
Bert Vanlommel, Business Relationship Manager Digital Marketing, Janssen-Cilag – Belgium (March 2012)
"This is an excellent, state-of-the-art course. Highly engaging and thought provoking. In addition, I really enjoyed the discussion with the other participants."
Robert Siegmund, Director Global Commercial Analytics, Actelion – Switzerland (March 2012)
"It is truly time well-spent: listening to someone with extensive pharma experience in this new area is clearly the way to go! Congratulations! And thank you, Fonny!"
Luis Franco, CNS Product Manager & Innovation Leader, AstraZeneca - Portugal (December 2011)
"Great course, great facilitator with much experience. It covered all aspects of digital pharma marketing, many concrete examples. Well structured. You learn to be clever with online."
Gerrit Coremans, Director Customer Service, Nycomed – Belgium (December 2011)
"Fonny provides a very comprehensive overview of the digital landscape with a wealth of real life examples."
Petra Latka, Intr. Business Analyst, Boehringer Ingelheim – Germany (December 2011)
"The digital marketing pharmaceuticals conference offers very good insights in digital strategies. The structured approach takes you on an exciting journey in this very important area. Fonny is a reference in this domain."
Erik Janssen, General Manager CNS, UCB – Germany (December 2011)
"I came in as a 100% digital immigrant and came out ready to move full speed ahead into the digital world."
Nadja De Wolf, Senior Product Manager, Nycomed - Belgium (November 2011)
"The Digital Pharma Marketing Course is good to keep up with development in the digital pharma business."
Pawel Ciesielcyk, International Marketing, EVER Neuro Pharma - Austria (November 2011)
"The beauty of this pharma emarketing event is that it effectively mixes statistics, market data and strategic thoughts. Helpful with relevant insights. I definitely recommend!"
Christiano Pereira Silva, International Product Manager, Boehringer Ingelheim – Germany (May 2011)
"Great learning experience on smartly making a digital strategy."
Sayantani Dasgupta, Senior Insights Manager, Novartis – Switzerland (May 2011)
"This pharma e-marketing conference provides a lot of new and useful information. Fonny Schenck is an expert with good abilities of presentation."
Victoria Igna, Group Product Manager, AstraZeneca – Romania (May 2011)
"Fonny Schenck is very knowledgeable about the subject, interactive and willing to answer questions. It increased my "horizon line" regarding the subject."
Tatiana Popescu, Group Product Manager, AstraZeneca – Romania (May 2011)
"This digital marketing course gives you a very good overview about what's going on in the market. Very useful strategic methodology!"
Giada Saltari, International Product Manager, Boehringer Ingelheim – Germany (May 2011)
"The Digital Pharma Marketing Course is a good course with a good teacher. I do recognize its strong added value!"
Battistina Ghiani, Internal & Business Communications Specialist, Roche - Italy
"Fonny Schenck's course is very interesting and quite unusual, with very interesting exercises. Never boring!"
Andrey Gurvich, Head of Sales Operations, Novartis – Russia
"Great digital pharma marketing workshop! Thank you very much, Fonny!"
Iris Marr, Vice Director Brand Management, Daiichi Sankyo - Germany
"The instructor (Fonny Schenck) is very experienced. I am totally satisfied – thanks!"
Isil Ramazanogullari, CRM and Analysis Manager, Boehringer Ingelheim – Turkiye
"The digital marketing course is a must for both newcomers and more experienced people in digital marketing. Bringing together marketing strategy and e-tactics, this course will help anyone to implement a rigid strategy in his/her company."
Nico Smets, Market Manager Primary Care, Merck Serono - Belgium
“Fonny Schenck effectively transfers his in-depth knowledge and vast experience on digital pharma marketing in this seminar, so that you will know what to do, when, and how. I am glad I attended this course now because the marketing environment is changing fast and it is clear we need to integrate e-marketing tactics synergistically within the pharma marketing mix. To my colleagues from other companies I can recommend to send their entire senior marketing team (incl. GM) to get the whole team geared up at the same time.”
Piet Lannoo, General Manager, Ferring – Belgium
“This pharma e-marketing workshop has given me an overview of available e-tactics, and tools for evaluating and prioritizing the tactics according to strategic needs and ideas for measuring investment. Excellent starting point!”
Charlotte Vestergaard, Nordic Copaxone Marketing Head, Sanofi-aventis – Denmark
“Well organized and overall a very good course for my 2.0.”
Geert Jan van Daal, Medical Director, Actelion – The Netherlands
“The Digital Pharma Marketing Course is an important experience to open our mind to accept what is the real actual digital landscape and to understand how important it is and how to face it.”
Marco Bucci, International Brand Manager, Chiesi - Italy
“I finally see the wood for the trees in the ‘digital world of pharma marketing’ ”
Vera Lamberts, Business Unit Manager, Ferring - Belgium
Tips & Insights from Fonny Schenck:
- Can digital marketing compensate for the reduction of your GP sales force?
- Pharma marketing is late to the game of digitization – how do you seize the opportunities?
- Do you effectively integrate the relevant e-tools in your pharma marketing mix?
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