Applied Behavioural Science for HCP & Patient Engagement
With Diana Heimberg
Course Details
THE CONTENT
Are you still relying on rational messaging? You might be missing the real drivers of behaviour change.
Changing behaviour is at the heart of every successful HCP or patient engagement strategy. But most pharma teams still focus heavily on logic, overlooking the fact that up to 90% of decisions are made subconsciously, shaped by biases, beliefs, and heuristics.
This course equips you with the essential knowledge to apply behavioural science in your daily work. By learning how to work with the brain in mind, you will be able to make more informed decisions and influence behaviour more effectively across HCP and patient communications.
This is not just another course, but a practical shift towards evidence-based thinking and communication with impact.
THE EXPERT
The expert speaker, Diana Heimberg, is very passionate about Applied Behavioural Science because of its proven track record in pharma’s communications to HCPs and patients.
As a behavioural science practitioner, she has worked with many pharma companies to improve their marketing and medical affairs communication campaigns.
Diana is a consultant in patient and medical education, behavioural science, neuromarketing, and omnichannel strategy, and has spent several years as a Communications Expert at The Bloc, a global health-native agency.
She has over 25 years of experience in the pharmaceutical and healthcare communication industries and has held diverse roles including Behavioural Science and Neuro Change Expert, Medical Lead, Marketing Manager, and Sales Associate.
THE AUDIENCE & FOCUSED LEARNING FORMAT
This 1-day interactive course is designed for professionals in the pharmaceutical and related industry sectors who communicate frequently with HCPs and/or patients and want to drive measurable behaviour-based outcomes.
The course combines evidence-based theory, real-life pharma case studies, and multiple group exercises to ensure direct application to participants’ daily practice. Through discussion, analysis, and guided exercises, participants will actively translate behavioural science principles into more effective communication and engagement strategies.
It is particularly relevant for:
Brand Managers & Marketers wanting to increase conversion and engagement
Medical Affairs & Patient Engagement Managers aiming to drive better adherence and behaviour change
HCP Engagement Leads / MSLs looking to understand clinical inertia and behaviour drivers
Omnichannel Strategy & Innovation Teams applying or exploring evidence-based decision-making frameworks
Understand how the brain’s 90/10 decision-making process impacts behaviour and how Applied Behavioural Science can improve HCP and patient engagement.
Identify the most impactful subconscious biases and heuristics that drive prescribing, adherence, and communication outcomes.
Learn to apply the COM-B model to assess and influence behaviour through the right behaviour change strategies.
Gain expert guidance and use cases illustrating how neuroplasticity supports sustained behaviour change through communications.
Explore real-world examples of how pharma teams use tools like eye tracking, EEG, and voice analysis to measure and guide behaviour change.
Apply practical techniques such as priming, the 5% rule, and emotional storytelling to translate behavioural insights into everyday practice.
| Welcome and Introductions (~15 min) |
| How the Human Brain Drives Decisions and Behaviour Change (~1 h) |
|
| Evidence-Based Frameworks for Understanding and Changing Human Behaviour (~45 min) |
|
| Why and How Behavioural Science is Applied Across the Pharma Ecosystem (~1 h) |
|
| Lunch Break |
| Designing Engagement and Experiences in Pharma That Drive Behavioural Change (~1 h) |
|
| Applying Technology & AI to Measure Behavioural Change Impact (~45 min) |
|
| From Theory to Practice: Strategies, Tools, Metrics, Case Studies (~1 h) |
|
| Summary and Key Takeaways & Wrap-Up (~15 min) |
UPCOMING DATES & FORMATS - FEES
12 June 2026
Live online
Early bird € 1 570
(until 08/05/2026)
(Full fee € 1 770)
15 December 2026
Live online
Early bird € 1 570
(until 13/11/2026)
(Full fee € 1 770)
TIMING & LOCATION
Live Online: Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).
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 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 online course (max 20 participants)
Course materials in both digital and hard copy format
Certificate of attendance signed by the experts and CELforPharma
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: 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.
Such a knowledgeable presenter, and fantastic to have the theory tied to practical, industry-specific examples. Thank you!
Eli Lilly
Lauren Leahy, International Medical Affairs Omnichannel Leader - Australia - November 2025
People attending this course are typically also interested in the below courses.
Need help to find the right course? Email Inge Cornelis or call +32 473 65 15 77.
Course Details
Upcoming Session
12 June 2026, Live online
Early bird € 1 570
(until 08/05/2026)
(Full fee € 1 770)
Prices are excl. VAT
THE CONTENT
Are you still relying on rational messaging? You might be missing the real drivers of behaviour change.
Changing behaviour is at the heart of every successful HCP or patient engagement strategy. But most pharma teams still focus heavily on logic, overlooking the fact that up to 90% of decisions are made subconsciously, shaped by biases, beliefs, and heuristics.
This course equips you with the essential knowledge to apply behavioural science in your daily work. By learning how to work with the brain in mind, you will be able to make more informed decisions and influence behaviour more effectively across HCP and patient communications.
This is not just another course, but a practical shift towards evidence-based thinking and communication with impact.
THE EXPERT
The expert speaker, Diana Heimberg, is very passionate about Applied Behavioural Science because of its proven track record in pharma’s communications to HCPs and patients.
As a behavioural science practitioner, she has worked with many pharma companies to improve their marketing and medical affairs communication campaigns.
Diana is a consultant in patient and medical education, behavioural science, neuromarketing, and omnichannel strategy, and has spent several years as a Communications Expert at The Bloc, a global health-native agency.
She has over 25 years of experience in the pharmaceutical and healthcare communication industries and has held diverse roles including Behavioural Science and Neuro Change Expert, Medical Lead, Marketing Manager, and Sales Associate.
THE AUDIENCE & FOCUSED LEARNING FORMAT
This 1-day interactive course is designed for professionals in the pharmaceutical and related industry sectors who communicate frequently with HCPs and/or patients and want to drive measurable behaviour-based outcomes.
The course combines evidence-based theory, real-life pharma case studies, and multiple group exercises to ensure direct application to participants’ daily practice. Through discussion, analysis, and guided exercises, participants will actively translate behavioural science principles into more effective communication and engagement strategies.
It is particularly relevant for:
Brand Managers & Marketers wanting to increase conversion and engagement
Medical Affairs & Patient Engagement Managers aiming to drive better adherence and behaviour change
HCP Engagement Leads / MSLs looking to understand clinical inertia and behaviour drivers
Omnichannel Strategy & Innovation Teams applying or exploring evidence-based decision-making frameworks
Understand how the brain’s 90/10 decision-making process impacts behaviour and how Applied Behavioural Science can improve HCP and patient engagement.
Identify the most impactful subconscious biases and heuristics that drive prescribing, adherence, and communication outcomes.
Learn to apply the COM-B model to assess and influence behaviour through the right behaviour change strategies.
Gain expert guidance and use cases illustrating how neuroplasticity supports sustained behaviour change through communications.
Explore real-world examples of how pharma teams use tools like eye tracking, EEG, and voice analysis to measure and guide behaviour change.
Apply practical techniques such as priming, the 5% rule, and emotional storytelling to translate behavioural insights into everyday practice.
| Welcome and Introductions (~15 min) |
| How the Human Brain Drives Decisions and Behaviour Change (~1 h) |
|
| Evidence-Based Frameworks for Understanding and Changing Human Behaviour (~45 min) |
|
| Why and How Behavioural Science is Applied Across the Pharma Ecosystem (~1 h) |
|
| Lunch Break |
| Designing Engagement and Experiences in Pharma That Drive Behavioural Change (~1 h) |
|
| Applying Technology & AI to Measure Behavioural Change Impact (~45 min) |
|
| From Theory to Practice: Strategies, Tools, Metrics, Case Studies (~1 h) |
|
| Summary and Key Takeaways & Wrap-Up (~15 min) |
UPCOMING DATES & FORMATS - FEES
12 June 2026
Live online
Early bird € 1 570
(until 08/05/2026)
(Full fee € 1 770)
15 December 2026
Live online
Early bird € 1 570
(until 13/11/2026)
(Full fee € 1 770)
TIMING & LOCATION
Live Online: Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).
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 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 online course (max 20 participants)
Course materials in both digital and hard copy format
Certificate of attendance signed by the experts and CELforPharma
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: 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.
Such a knowledgeable presenter, and fantastic to have the theory tied to practical, industry-specific examples. Thank you!
Eli Lilly
Lauren Leahy, International Medical Affairs Omnichannel Leader - Australia - November 2025
People attending this course are typically also interested in the below courses.
Need help to find the right course? Email Inge Cornelis or call +32 473 65 15 77.