The AI for Pharma Marketing Course
With Manuel Mitola
Course Details
AI is transforming decision making processes and tactical implementation in pharma marketing in terms of both efficiency and efficacy. The positive impact that it will have on your role and career will depend on where you apply it and whether you do that most effectively.
The best way forward involves a combination of learning from pilots, sharing experiences and testing.
By attending this 2-day course you will quickly get up the learning curve and know how to apply AI most effectively and efficiently in your pharma marketing role.
You will not only have the chance to ask your specific questions to a true AI-Pharma Marketing expert, but also benefit from the unique opportunity to share experiences and engage in in-depth discussions with your international peers.
I would highly recommend this course for gaining an overview of how AI can help commercial departments in the pharma industry become more competitive.
Johnson & Johnson
Maria Guerrero, Hematology Portfolio Lead - Switzerland - April 2025
Understanding AI in Pharma Marketing: Terminology, impact and challenges.
How to optimise data management and organisational readiness.
How to apply AI for strategic & tactical decision making.
How to hyper-personalise HCP experiences with AI.
How to boost your personal productivity with AI.
How to streamline Medical-Legal-Regulatory approval processes with AI.
Additionally, you will learn from your international pharma marketing peers who will share their challenges, experiences and solutions.
This course showed me how to get the most out of AI tools, even in ways I’d never considered before. It was very informative, filled with practical examples, and not just theory. A very hands-on and valuable experience that definitely met my expectations.
Dechra
Becky Morris, Marketing & Technical Director - United Kingdom - April 2025
Day 1
| 09:30 | Welcome & Introductions |
| 10:00 | Understanding AI and How it is Transforming Pharma Marketing |
| |
| 10:45 | Using AI to Increase Your Personal Productivity |
| |
| 11:15 | Coffee Break |
| 11:30 | Group Exercise: “Increasing Your Personal Productivity With ChatGPT Plus” |
| Using ChatGPT Plus, groups of participants will practice prompting techniques by creating an objection handler step-by-step: source analysis, summarisation, content generation, questions crafting and Q&A fine-tuning. Group results will be presented and discussed in plenary. | |
| 12:30 | Lunch Break |
| 13:30 | Ethical, Legal and Regulatory Challenges |
| |
| 14:00 | Group Exercise: “Assessing The Level of Legal & Regulatory Risk of AI Use Cases” |
| Working in groups, participants will analyse and assess the risk of different AI use cases. Using ChatGPT Plus, a risk assessment template and the EU AI Act annex III, they will associate the AI use cases to the risk categories. Group results will be presented and discussed in plenary. | |
| 14:30 | Using AI For Strategic & Tactical Decision Making in Pharma Marketing |
| |
| 15:00 | Coffee Break |
| 15:15 | Group Exercise: “Simulating a Competitive Scenario for a Drug” |
| Working in 2 groups, the class will interact with real AI avatars and a custom Claude project to simulate a competitive scenario involving a fictional drug. Starting with a draft operational plan, the groups will refine the plans after interacting with the AI avatars. | |
| 16:45 | Wrap-up of Day 1 |
| 17:00 | Close Day 1 |
Day 2
| 09:00 | Recap of Day 1 |
| 09:15 | Using Custom GPTs to Increase Your Team Productivity |
| |
| 09:45 | Group Exercise: “Building Your Team’s Custom GPT” |
| Participants will practice OpenAI’s GPT builder in groups. Each group will build a custom GPT that helps colleagues find the right information and materials in the cloud in the context of the launch of a disease awareness campaign. Once completed, the custom GPTs will be tested for accuracy, response quality and user experience. Group results will be presented and discussed in plenary. | |
| 10:45 | Coffee Break |
| 11:00 | How to Ensure That Proper Data Quality & Management Fuels Your AI Applications |
| |
| 12:00 | Using AI to Streamline Medical-Legal-Regulatory Approvals of Pharma Marketing Materials |
| |
| 12:30 | Lunch Break |
| 13:30 | Group Exercise: “Regulatory Validation of Promotional Material With AI” |
| Working in groups, participants will use AI tools to validate and fine tune fictional promotional messages from a regulatory standpoint. Group results will be presented and discussed in plenary. | |
| 14:00 | Using AI to Hyper-Personalise HCP Experiences |
| |
| 14:45 | Coffee Break |
| 15:00 | Group Exercise: “Using AI to Boost Creativity When Producing Marketing Materials” |
| |
| 15:45 | Organisation Change Management (OCM) For AI Adoption in Pharma Marketing |
| |
| 16:15 | Group Exercise: “Building The OCM Plan With AI” |
| Using ChatGPT and Cove, groups of participants will complete the OCM template for the adoption of an AI solution to enhance Sales Force effectiveness. Group results will be presented and discussed in plenary. | |
| 16:45 | Closing Remarks |
| 17:00 | End of Course |
Manuel Mitola is Partner & Head of AI Consulting at ctcHealth, a specialist pharma consultancy focused on the transformation of marketing, sales and commercial excellence through the adoption of AI technologies.
His expertise is regularly showcased at various AI in Pharma conferences, and he actively shares case studies on his LinkedIn profile and YouTube channel. Manuel authored a chapter on AI for Pharma Marketing in the 2019 book "AI Marketing", published by HOEPLI. Additionally, he has trained numerous pharma managers, professionals and students in his role as a guest professor at IULM University (Milan).
During various marketing and digital innovation roles at Eli Lilly and Menarini, Manuel led the adoption of new technologies and capabilities, including AI. He has designed innovative omnichannel strategies and contributed to the successful launches of multiple brands in oncology and neuroscience.
The AI training was insightful, practical, up to date, and tailored to my needs. Manuel had a great ability to simplify AI concepts, and the practical exercises made the learning hands-on and immediately useful.
Ethypharm
Barbara Lindberg, Group Medical Marketing Director - France - April 2025
All pharma marketers will benefit from this course, but knowledge of the fundamentals of pharma marketing is required.
Would you like to receive a list of anonymised participant profiles from previous sessions?
Email Annelies Swaan
UPCOMING DATES & FORMATS - FEES
14-15 October 2025
Brussels
Early bird € 2 970
(until 29/08/2025)
(Full fee € 3 370)
16-17 December 2025
Brussels
Early bird € 2 970
(until 31/10/2025)
(Full fee € 3 370)
TIMING & LOCATION
Live Online (CET): Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).
Live Online (EST): Zoom sessions between 8 AM and 4 PM EST (Eastern Standard Time).
Face-to-Face: Held at the Crowne Plaza Brussels Airport (Da Vincilaan 4, 1831 Brussels), between 9 AM and 5 PM CET. Preferential hotel rates available for participants.
All practical details will be shared upon registration. For any questions, please contact Margherita Mutto or call +32 472 03 11 38 .
GROUP DISCOUNTS
Team discounts can be offered to 2 or more delegates from the same company.
Email Annelies Swaan, Director Business Operations, for more details.
HOW TO REGISTER
Click the green “Register” button on your preferred course session.
The registration wizard will guide you through the process.Alternatively, download the offline registration form and send the completed form to Annelies Swaan.
PAYMENT OPTIONS
Credit Card: You’ll receive a secure payment link with your invoice (no immediate payment required).
Bank Transfer: Details provided with your invoice.
For help with registration, email Annelies Swaan or contact her by phone at +32 486 98 52 49.
INCLUDED IN THE REGISTRATION FEE
Access to a highly interactive, small-group course (max 20 participants)
Course materials in both digital and hard copy format
Certificate of attendance signed by the experts and CELforPharma
Opportunities for networking and informal discussions during coffee/tea breaks and lunch
A group dinner in a nearby restaurant on the evening of day 1
VAT INFORMATION
Prices exclude VAT. VAT application depends on course format and your location:
Face-to-Face in Belgium: 21% Belgian VAT applies
Live online courses & self-study programme: The applicable VAT depends on your invoicing address. Contact your local VAT office for refund procedures where applicable.
TRANSFER & CANCELLATION POLICY
Flexible Transfer
If a registrant is unable to attend the scheduled course, they can avoid any cancellation charges by providing a suitable replacement participant.
Alternatively, the registrant may transfer once, on a 'space-available' basis and at no extra cost, to another course of the same value held within one year of the original course date, provided this is done at least three weeks prior to the event.
Registration Cancellation
Less than 14 days prior to the course date: The registrant is liable to pay the full invoiced registration fee.
Between 15 and 30 days prior to the course date: The registrant is liable to pay 50% of the invoiced registration fee.
More than 30 days prior to the course date: The registrant is liable to pay a cancellation fee of € 450 per registrant.
If a registrant postpones their participation to a future course and subsequently cancels again, no refund will be issued for the registration fees.
The average Recommendation Score from participants of the last session was
9,3/10!
Testimonials from past participants:
I would highly recommend this course for gaining an overview of how AI can help commercial departments in the pharma industry become more competitive.
Johnson & Johnson
Maria Guerrero, Hematology Portfolio Lead - Switzerland - April 2025
I gained a lot from the insights and hands-on use of new AI tools, particularly in understanding how to integrate AI agents into the brand planning process. The section on EU regulation was also especially insightful. Thank you!
Almirall
Mariana Scelza, Senior Director European Marketing Excellence - Spain - April 2025
This course showed me how to get the most out of AI tools, even in ways I’d never considered before. It was very informative, filled with practical examples, and not just theory. A very hands-on and valuable experience that definitely met my expectations.
Dechra
Becky Morris, Marketing & Technical Director - United Kingdom - April 2025
The AI training was insightful, practical, up to date, and tailored to my needs. Manuel had a great ability to simplify AI concepts, and the practical exercises made the learning hands-on and immediately useful.
Ethypharm
Barbara Lindberg, Group Medical Marketing Director - France - April 2025
This course opened a window for me into the use of AI in the pharma world.
Shionogi
Vincenzo Sacca, Customer & Sales Excellence Associate Director - Italy - November 2024
The course and the expert leading it were incredibly inspiring. As I had hoped, it provided a deeper understanding of the topic and, most importantly, offered valuable insights into the various requirements needed for successful AI integration. The practical examples were essential in demonstrating how AI can be effectively applied, helping to clarify the potential improvements that can be achieved through its proper integration. There's still much to learn, but this course has been an excellent starting point.
Viatris
Melissa Tassi, Global Therapeutic Area Lead – Neurology - Italy - October 2024
The course opens the door to new horizons, enhancing curiosity.
Viatris
Alessandro Villa, Global TA Digital Marketing Lead - Italy - October 2024
Really valuable training. Not the average training with AI generalities, but real examples, this adds value on how AI could shape different aspects of the industry, at the stage we are now.
Viatris
Maresia Diaz, Digital Engagement Lead - Global Marketing - Mexico - October 2024
People attending this course are typically also interested in the below courses.
Need help to find the right course? Email Inge Cornelis (Director, Client & Product Projects) or call +32 473 65 15 77
Course Details
Upcoming Session
14-15 October 2025, Brussels
Early bird € 2 970
(until 29/08/2025)
(Full fee € 3 370)
Prices are excl. VAT
AI is transforming decision making processes and tactical implementation in pharma marketing in terms of both efficiency and efficacy. The positive impact that it will have on your role and career will depend on where you apply it and whether you do that most effectively.
The best way forward involves a combination of learning from pilots, sharing experiences and testing.
By attending this 2-day course you will quickly get up the learning curve and know how to apply AI most effectively and efficiently in your pharma marketing role.
You will not only have the chance to ask your specific questions to a true AI-Pharma Marketing expert, but also benefit from the unique opportunity to share experiences and engage in in-depth discussions with your international peers.
I would highly recommend this course for gaining an overview of how AI can help commercial departments in the pharma industry become more competitive.
Johnson & Johnson
Maria Guerrero, Hematology Portfolio Lead - Switzerland - April 2025
Understanding AI in Pharma Marketing: Terminology, impact and challenges.
How to optimise data management and organisational readiness.
How to apply AI for strategic & tactical decision making.
How to hyper-personalise HCP experiences with AI.
How to boost your personal productivity with AI.
How to streamline Medical-Legal-Regulatory approval processes with AI.
Additionally, you will learn from your international pharma marketing peers who will share their challenges, experiences and solutions.
This course showed me how to get the most out of AI tools, even in ways I’d never considered before. It was very informative, filled with practical examples, and not just theory. A very hands-on and valuable experience that definitely met my expectations.
Dechra
Becky Morris, Marketing & Technical Director - United Kingdom - April 2025
Day 1
| 09:30 | Welcome & Introductions |
| 10:00 | Understanding AI and How it is Transforming Pharma Marketing |
| |
| 10:45 | Using AI to Increase Your Personal Productivity |
| |
| 11:15 | Coffee Break |
| 11:30 | Group Exercise: “Increasing Your Personal Productivity With ChatGPT Plus” |
| Using ChatGPT Plus, groups of participants will practice prompting techniques by creating an objection handler step-by-step: source analysis, summarisation, content generation, questions crafting and Q&A fine-tuning. Group results will be presented and discussed in plenary. | |
| 12:30 | Lunch Break |
| 13:30 | Ethical, Legal and Regulatory Challenges |
| |
| 14:00 | Group Exercise: “Assessing The Level of Legal & Regulatory Risk of AI Use Cases” |
| Working in groups, participants will analyse and assess the risk of different AI use cases. Using ChatGPT Plus, a risk assessment template and the EU AI Act annex III, they will associate the AI use cases to the risk categories. Group results will be presented and discussed in plenary. | |
| 14:30 | Using AI For Strategic & Tactical Decision Making in Pharma Marketing |
| |
| 15:00 | Coffee Break |
| 15:15 | Group Exercise: “Simulating a Competitive Scenario for a Drug” |
| Working in 2 groups, the class will interact with real AI avatars and a custom Claude project to simulate a competitive scenario involving a fictional drug. Starting with a draft operational plan, the groups will refine the plans after interacting with the AI avatars. | |
| 16:45 | Wrap-up of Day 1 |
| 17:00 | Close Day 1 |
Day 2
| 09:00 | Recap of Day 1 |
| 09:15 | Using Custom GPTs to Increase Your Team Productivity |
| |
| 09:45 | Group Exercise: “Building Your Team’s Custom GPT” |
| Participants will practice OpenAI’s GPT builder in groups. Each group will build a custom GPT that helps colleagues find the right information and materials in the cloud in the context of the launch of a disease awareness campaign. Once completed, the custom GPTs will be tested for accuracy, response quality and user experience. Group results will be presented and discussed in plenary. | |
| 10:45 | Coffee Break |
| 11:00 | How to Ensure That Proper Data Quality & Management Fuels Your AI Applications |
| |
| 12:00 | Using AI to Streamline Medical-Legal-Regulatory Approvals of Pharma Marketing Materials |
| |
| 12:30 | Lunch Break |
| 13:30 | Group Exercise: “Regulatory Validation of Promotional Material With AI” |
| Working in groups, participants will use AI tools to validate and fine tune fictional promotional messages from a regulatory standpoint. Group results will be presented and discussed in plenary. | |
| 14:00 | Using AI to Hyper-Personalise HCP Experiences |
| |
| 14:45 | Coffee Break |
| 15:00 | Group Exercise: “Using AI to Boost Creativity When Producing Marketing Materials” |
| |
| 15:45 | Organisation Change Management (OCM) For AI Adoption in Pharma Marketing |
| |
| 16:15 | Group Exercise: “Building The OCM Plan With AI” |
| Using ChatGPT and Cove, groups of participants will complete the OCM template for the adoption of an AI solution to enhance Sales Force effectiveness. Group results will be presented and discussed in plenary. | |
| 16:45 | Closing Remarks |
| 17:00 | End of Course |
Manuel Mitola is Partner & Head of AI Consulting at ctcHealth, a specialist pharma consultancy focused on the transformation of marketing, sales and commercial excellence through the adoption of AI technologies.
His expertise is regularly showcased at various AI in Pharma conferences, and he actively shares case studies on his LinkedIn profile and YouTube channel. Manuel authored a chapter on AI for Pharma Marketing in the 2019 book "AI Marketing", published by HOEPLI. Additionally, he has trained numerous pharma managers, professionals and students in his role as a guest professor at IULM University (Milan).
During various marketing and digital innovation roles at Eli Lilly and Menarini, Manuel led the adoption of new technologies and capabilities, including AI. He has designed innovative omnichannel strategies and contributed to the successful launches of multiple brands in oncology and neuroscience.
The AI training was insightful, practical, up to date, and tailored to my needs. Manuel had a great ability to simplify AI concepts, and the practical exercises made the learning hands-on and immediately useful.
Ethypharm
Barbara Lindberg, Group Medical Marketing Director - France - April 2025
All pharma marketers will benefit from this course, but knowledge of the fundamentals of pharma marketing is required.
Would you like to receive a list of anonymised participant profiles from previous sessions?
Email Annelies Swaan
UPCOMING DATES & FORMATS - FEES
14-15 October 2025
Brussels
Early bird € 2 970
(until 29/08/2025)
(Full fee € 3 370)
16-17 December 2025
Brussels
Early bird € 2 970
(until 31/10/2025)
(Full fee € 3 370)
TIMING & LOCATION
Live Online (CET): Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).
Live Online (EST): Zoom sessions between 8 AM and 4 PM EST (Eastern Standard Time).
Face-to-Face: Held at the Crowne Plaza Brussels Airport (Da Vincilaan 4, 1831 Brussels), between 9 AM and 5 PM CET. Preferential hotel rates available for participants.
All practical details will be shared upon registration. For any questions, please contact Margherita Mutto or call +32 472 03 11 38 .
GROUP DISCOUNTS
Team discounts can be offered to 2 or more delegates from the same company.
Email Annelies Swaan, Director Business Operations, for more details.
HOW TO REGISTER
Click the green “Register” button on your preferred course session.
The registration wizard will guide you through the process.Alternatively, download the offline registration form and send the completed form to Annelies Swaan.
PAYMENT OPTIONS
Credit Card: You’ll receive a secure payment link with your invoice (no immediate payment required).
Bank Transfer: Details provided with your invoice.
For help with registration, email Annelies Swaan or contact her by phone at +32 486 98 52 49.
INCLUDED IN THE REGISTRATION FEE
Access to a highly interactive, small-group course (max 20 participants)
Course materials in both digital and hard copy format
Certificate of attendance signed by the experts and CELforPharma
Opportunities for networking and informal discussions during coffee/tea breaks and lunch
A group dinner in a nearby restaurant on the evening of day 1
VAT INFORMATION
Prices exclude VAT. VAT application depends on course format and your location:
Face-to-Face in Belgium: 21% Belgian VAT applies
Live online courses & self-study programme: The applicable VAT depends on your invoicing address. Contact your local VAT office for refund procedures where applicable.
TRANSFER & CANCELLATION POLICY
Flexible Transfer
If a registrant is unable to attend the scheduled course, they can avoid any cancellation charges by providing a suitable replacement participant.
Alternatively, the registrant may transfer once, on a 'space-available' basis and at no extra cost, to another course of the same value held within one year of the original course date, provided this is done at least three weeks prior to the event.
Registration Cancellation
Less than 14 days prior to the course date: The registrant is liable to pay the full invoiced registration fee.
Between 15 and 30 days prior to the course date: The registrant is liable to pay 50% of the invoiced registration fee.
More than 30 days prior to the course date: The registrant is liable to pay a cancellation fee of € 450 per registrant.
If a registrant postpones their participation to a future course and subsequently cancels again, no refund will be issued for the registration fees.
The average Recommendation Score from participants of the last session was
9,3/10!
Testimonials from past participants:
I would highly recommend this course for gaining an overview of how AI can help commercial departments in the pharma industry become more competitive.
Johnson & Johnson
Maria Guerrero, Hematology Portfolio Lead - Switzerland - April 2025
I gained a lot from the insights and hands-on use of new AI tools, particularly in understanding how to integrate AI agents into the brand planning process. The section on EU regulation was also especially insightful. Thank you!
Almirall
Mariana Scelza, Senior Director European Marketing Excellence - Spain - April 2025
This course showed me how to get the most out of AI tools, even in ways I’d never considered before. It was very informative, filled with practical examples, and not just theory. A very hands-on and valuable experience that definitely met my expectations.
Dechra
Becky Morris, Marketing & Technical Director - United Kingdom - April 2025
The AI training was insightful, practical, up to date, and tailored to my needs. Manuel had a great ability to simplify AI concepts, and the practical exercises made the learning hands-on and immediately useful.
Ethypharm
Barbara Lindberg, Group Medical Marketing Director - France - April 2025
This course opened a window for me into the use of AI in the pharma world.
Shionogi
Vincenzo Sacca, Customer & Sales Excellence Associate Director - Italy - November 2024
The course and the expert leading it were incredibly inspiring. As I had hoped, it provided a deeper understanding of the topic and, most importantly, offered valuable insights into the various requirements needed for successful AI integration. The practical examples were essential in demonstrating how AI can be effectively applied, helping to clarify the potential improvements that can be achieved through its proper integration. There's still much to learn, but this course has been an excellent starting point.
Viatris
Melissa Tassi, Global Therapeutic Area Lead – Neurology - Italy - October 2024
The course opens the door to new horizons, enhancing curiosity.
Viatris
Alessandro Villa, Global TA Digital Marketing Lead - Italy - October 2024
Really valuable training. Not the average training with AI generalities, but real examples, this adds value on how AI could shape different aspects of the industry, at the stage we are now.
Viatris
Maresia Diaz, Digital Engagement Lead - Global Marketing - Mexico - October 2024
People attending this course are typically also interested in the below courses.
Need help to find the right course? Email Inge Cornelis (Director, Client & Product Projects) or call +32 473 65 15 77