A 2-Day Training Course Delivered By
Maaike Addicks, MD

Maaike Addicks, MD

  • Physician with over 15 years of experience in Medical Affairs in mid-size and big pharma, in both headquarters and national affiliates, across a wide spectrum of therapeutic areas.
  • Maaike has 10 years of experience in managing Medical Managers, Medical Advisors and MSLs, with both hands-on and strategic experience in Medical Affairs.
  • Experienced in Medical Affairs Development, as well as Change Management in different companies.
  • Led the development of the Medical Affairs Competency Matrix for the Dutch Association of Pharmaceutical Medicine.


  1. The impact of the MSL role on the success of pharmaceutical brands.
  2. The concepts and analytical tools used in medical planning to decide on strategies and tactics with the highest impact.
  3. KOL engagement: How to identify KOLs, make a solid KOL plan and how to build relationships based on mutual benefits.
  4. How to optimally plan and implement tactics: Advisory Boards, scientific interchange, CME, etc.
  5. How to showcase the impact and value of an MSL, using the Medical Plan and the right metrics.
  6. How to work cross-functionally with your colleagues in Sales, Marketing, Market Access …

Additional Benefits

  • Share best practices and discuss issues with MSLs from other companies.
  • Discussions will help you formulate the added value and the role of the MSL in your individual situation.
  • Return to the office with handy checklists and decision-support tools (e.g. Confrontation Matrix, Advisory Board Checklist, etc.).


Why You Should Attend

The Medical Science Liaison (MSL) function is relatively new and its importance is rapidly growing throughout the pharma industry. Its impact in the pharmaceutical playing field is potentially huge because MSLs are at the forefront of the customer engagement process, at a very high and scientific level. However, to be impactful and make the difference, MSLs must understand how their role fits into the bigger picture and how to work effectively with the other roles in the company. They should know how to plan and implement tactics such that they optimally contribute to the success of a pharma company in its therapeutic markets. The successful MSL understands his/her internal and external stakeholders thoroughly, appreciates what drives them and knows how to add value.

The Content: This course not only provides you with the theoretical insights to understand how to achieve the highest impact as an MSL, it is also very practical and hands-on: it dives deeply into the critical success factors and dos & don’ts of MSL tactics, and discusses common issues such as compliance and teamwork. The content equips MSLs with concepts and tools to pro-actively plan the most impactful MSL tactics, to effectively implement them, and to work synergistically within teams.

The Expert: Maaike Addicks is a physician with over 15 years of experience in the field of Medical Affairs, having fulfilled many different roles within Medical Affairs departments, both on a local and international level. As a former leader in the Medical Department, she is very familiar with the expectations and challenges of MSLs, the issues they encounter and how to address them. Maaike is a passionate trainer, an excellent moderator and strongly believes in using interaction to increase knowledge and skills.

The Business Acumen for Medical Science Liaisons course is the only available public training course delivered by Maaike Addicks on this topic.


Agenda of the Business Acumen for Medical Science Liaisons course

Day 1



Welcome & Audience Expectations


The Changing Role of Medical Affairs and Growing Impact of MSLs


  • A typical pharma brand’s lifecycle and the different roles of Medical Affairs along lifecycle stages
  • The growing impact of Medical Affairs and of MSLs in particular on a pharma company’s success … and why!
  • The Medical Affairs organisation and different roles within
11:30Coffee Break


The Changing Role of Medical Affairs and Growing Impact of MSLs (Continued)


  • The important role of MSLs in:
    • Off-label discussions
    • New developments within the R&D pipeline
    • Gathering intelligence/insights
  • Compliance - where are the boundaries?


The Medical Plan That Determines All Tactics in Medical Affairs

  • The place of the local Medical Plan in the pharmaceutical planning cycle and how it is aligned with other plans in a pharma company
  • Analytical tools used to gain insight:
    • The SWOT analysis
    • The Confrontation Matrix
    • Gap analysis
  • Critical elements in the plan:
    • The company’s Mission & Vision
    • Critical Success Factors (CSFs)
    • Strategic pillars
15:00Coffee Break


Group Exercise on SWOTs, CSFs and Strategies

  • Using a case study of a fictional pharmaceutical, delegates will work in groups to do a SWOT analysis, define the Critical Success Factors for Medical Affairs, and propose Strategies
  • Groups will present their findings in plenary, at the end of which the expert will discuss the optimal solution


Key Opinion Leader Management

  • Definitions and different roles of KOLs
  • KOL mapping & planning: concepts, methodologies & tools
  • What do KOLs want/expect/need from MSLs, from other infield colleagues, and from other pharma company functions?
  • Dos & don’ts, common issues




Group Dinner


Day 2



MSL Tactics Workshop (1) – The Why, the Success Factors and Issues of:

  • Face to face discussions
  • Round tables
  • Scientific presentations
09:45Coffee Break


MSL Tactics Workshop (2) – The Why, the Success Factors and Issues of:


  • Continuous Medical Education
  • Phase IV Clinical Trials (PMOS, IIS/IT and PASS)


Advisory Board Meetings


  • What constitutes an Advisory Board Meeting
  • Dos & don’ts
  • The 9,5 steps to an excellent Advisory Board Meeting
  • Discussion: sharing best practices


Planning MSL Tactics for Optimal Impact

  • Tips for prioritizing and timing your tactics optimally
  • Manoeuvring within the boundaries of medical and other budgets

Coffee Break


The Value of the MSL Role: How to Measure and Showcase Success

  • Understanding the need for metrics to measure MSL performance
  • MSLs vs. Sales Reps: different approaches
  • Current practice in measuring MSL performance, with a focus on the most commonly used MSL metrics across the industry today
  • The search for the perfect metric


Increasing the MSL’s Impact Within Cross-Functional Teams

  • Who are the other internal stakeholders MSLs typically work with in teams?
  • Fundamental principals of effective teams
  • Understanding the other internal stakeholders within a country affiliate: Marketing – Sales – Market Access & HEOR – Medical 
  • How MSLs can increase their impact and overall team performance


Wrap Up



>> Click here if you wish to receive the PDF brochure of this course

Learning Methodology

Maaike is a passionate trainer with a strong preference for interactive learning styles. Her course includes group exercises and plenary discussion sessions which are designed to enable participants to not only apply the theory but also effectively learn from each other.

Real life examples from the Medical Affairs point of view will be used and discussed, and tools will be provided so that delegates can use the acquired new skills and knowledge in their daily job.

One of the most valuable aspects of attending any CELforPharma course is not only being able to have your specific questions answered by a leading expert, but also having the opportunity to share experiences and have in-depth discussions with your international peers.

infoThe typical audience size of our courses ranges from 6 to 24 (max) participants.

Who Should Attend?

This is the perfect course for all new Medical Science Liaisons and those with some years of experience (0-4 yrs). 

In addition, this course will benefit Medical Affairs Managers in smaller companies where their role often includes both medical management and MSL tasks. 

Finally, the discussions and general overview may help MSL Leads and other MA staff to understand the challenges and opportunities of the MSL function, and how they can best support MSL teams to maximise their impact.


Past Participants

Below is a non-exhaustive list of past participants who have benefited from attending this course.


Job Title



Sr. Director Medical Affairs EMEAAbbottBelgium
Medical Science LiaisonAbbVieThe Netherlands
Teamlead Medical Science Liaison DermatologyAbbVieGermany
Medical Science Liaison Manager NeurologyAlexion PharmaGermany
Medical Science LiaisonAlexion PharmaGermany
Medical Science Liaison ManagerAlmirallUnited Kingdom
Medical Science LiaisonAstellasGreece
Medical Science LiaisonDaiichi SankyoUnited Kingdom
Corporate Medical AffairsDr. SchärItaly
International MSL Associate DirectorIpsen PharmaFrance
International MSL DirectorIpsen PharmaFrance
Medical Science Liaison Thrombosis BeneluxLEO PharmaBelgium
Medical Science LiaisonMedisCroatia
Global MSL Excellence ManagerMerckGermany
Director Medical AffairsMorphoSys AGGermany
Business Operations Lead Oncology EUCANMSDUnited Kingdom
Medical Science LiaisonNovartisThe Netherlands
Senior Medical Manager - InsulinsNovo NordiskSwitzerland
Clinical Science ManagerONO Pharma UKUnited Kingdom
Medical Science LiaisonSantenUnited Kingdom
Medical Science LiaisonSantenUnited Kingdom
Postdoctoral Research AssociateUniversity of LiverpoolUnited Kingdom
Medical AdvisorVifor PharmaBelgium
Medical Science LiaisonVifor PharmaAustria



Dates & Locations

This course will be organized live ONLINE in 2020. Click here to visit the course page for the live ONLINE format.

All CELforPharma courses are held in top-class four or five star hotels situated in easily accessible locations, either close to an international airport or near public transportation links in city centre locations.​​​
  • 22-23 June 2021, London

Hotel to be confirmed.

  • 7-8 October 2021, Zurich

This course takes place at the Hilton Zurich Airport Hotel which is located just five minutes from Zurich Kloten Airport with the complimentary shuttle. Zurich’s vibrant city centre is located only a fifteen minutes’ drive away.


Address: Hohenbuehlstrasse 10, Opfikon-Glattbrugg 8152, Switzerland
Tel: +41 44 828 50 50

  • 30 November - 1 December 2021, Brussels

This course takes place at the Courtyard Marriott Brussels Hotel which is located 15 minutes from Brussels National Airport by complimentary hotel shuttle or taxi and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar). 


Address: Avenue des Olympiades 6, 1140 Brussels, Belgium
Tel: +32 2 337 08 08

Hotel Booking Assistance

Having built a strong relationship with each hotel, CELforPharma has secured preferential room rates for our delegates who book their accommodation three weeks or more prior to the course. Upon your registration, we will help you make your hotel booking. For any assistance in this matter please do not hesitate to contact Sarah Nissen, Senior Programme Coordinator (sarah.nissen@celforpharma.com, tel +32 (0)2 709 01 46).


✓ Flexible Transfer Option
✓ Optimal Safety
✓ Small Groups (16 max)
✓ Spacious Seating


Included in the Registration Fee

  • Course Material (Digital & Print Versions)
  • Coffee, Tea & Refreshments During the Course
  • Lunch During the Course
  • A Group Dinner on the First Day
  • Certificate of Attendance Signed by the Expert


Group Discounts

Team discounts can be offered to 3 or more delegates from the same company.
Contact Inge Cornelis, Director Commercial Communications, (inge.cornelis@celforpharma.com) for more details.


How to Register

  1. Click the "Register Here" button on this page.
  2. Choose a course date, then fill out your personal details and company / invoicing details.
  3. Choose to pay via bank transfer or by credit card.
  4. Click "Confirm Registration". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Kealeigh Steel.
(email: kealeigh.steel@celforpharma.com or call: +32 2 709 01 45)


Transfer & Cancellation Policy

Flexible Transfer

  • If a registrant cannot attend the scheduled course, he/she can avoid any cancellation charge by sending a suitable replacement participant.
  • Alternatively, the registrant can transfer once at no extra cost, until 3 weeks prior to the event, to another course held before 31 December 2021.

Participant Cancellation

  • Up to 6 weeks prior to the course: cancellation fee of € 400 per participant.
  • Up to 5 weeks prior to the course: 25% of the invoiced registration fee.
  • Up to 4 weeks prior to the course: 50% of the invoiced registration fee.
  • Up to 3 weeks prior to the course: 75% of the invoiced registration fee.
  • Fewer than 3 weeks or if no notification received: registrant liable to pay invoiced registration fee.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for registration fees.

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