Managing Uncertainty & Risk in Pharma Marketing & Planning
With Neal Hansen & Mitchell Cooke
Course Details
THE CONTENT
In today’s volatile and complex pharma market, uncertainty is not the exception but the rule. Yet most pharma brand, franchise, launch, and tactical plans are still built on assumptions of predictability. This gap is a key reason why strategic marketing plans often fall short or fail altogether.
This course provides a practical, pharma-specific approach to identifying, quantifying, and managing risk and uncertainty. You will learn how to apply risk and uncertainty management tools directly to key global and local marketing planning processes, e.g. asset/brand planning, portfolio planning, country launch and implementation planning. Successful integration of uncertainty management into planning processes will ensure robust, adaptive, and resilient plans.
To build risk-aware marketing plans and avoid costly missteps, this course is a must-attend!
THE EXPERTS
Dr Neal Hansen is a dynamic and engaging speaker. You will leave his course inspired and equipped with actionable insights!
Founder and CEO of Align Strategy, an international pharma consultancy specialising in high-quality decision-making for brand and portfolio planning, competitive strategy, and lifecycle management.
Co-author of Pharmaceutical Lifecycle Management – Making the Most of Each and Every Brand (Wiley & Sons, 2012), and a long-standing CELforPharma faculty member who has always been highly rated by participants for his vast experience and teaching style.
Joining Neal will be Mitchell Cooke:
A Principal Consultant at Align Strategy with over a decade of experience supporting and advising multiple global pharmaceutical and biotech companies in overcoming their complex strategic challenges.
Mitchell supports companies throughout the entire product lifecycle and specialises in what it takes to successfully bring products to market, and in how to navigate the internal and external complexities of building a successful franchise and portfolio.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is designed for pharma professionals responsible for brand, portfolio or tactical planning at global, regional or local levels. It is particularly valuable for those in Marketing, Launch Excellence, Commercial Excellence, Portfolio/Franchise Strategy, and Business Operations roles who must navigate uncertainty in a cross-functional environment.
Through a blend of expert-led teaching and interactive exercises, you will learn frameworks and tools, and apply them to real-life scenarios. The format includes hands-on group work, structured exercises, and peer feedback sessions, all designed to equip you with the practical skills to pro-actively manage critical uncertainties and risks in your plans.
Identify the types and sources of uncertainty that need to be planned for as part of pharma marketing and planning at strategic and operational levels.
The proven processes and tools such as risk prioritisation, situational analysis, and scenario planning to anticipate and manage uncertainty.
How to integrate uncertainty management into brand/franchise plans, launch plans, and country-level tactical planning.
Develop skills to communicate uncertainty clearly and convincingly to internal stakeholders.
Gain hands-on experience in applying uncertainty management tools to realistic pharma marketing scenarios.
| Welcome & Introductions (~15 min) |
| Identifying Uncertainties in Pharma Marketing (~1 h) |
|
| The Toolbox for Assessing Uncertainties and Quantifying Risks (~1 h 15 min) |
|
| Best Practices for Integrating Uncertainty Management Tools into Brand/Franchise Plans, Launch Plans and Country-level Tactical Plans – Part 1 (~45 min) |
|
| Lunch Break |
| Best Practices for Integrating Uncertainty Management Tools into Brand/Franchise Plans, Country-level Tactical Plans and Launch Plans – Part 2 (~45 min) |
|
| Group Exercise: Risk-Aware Strategic Decision-making in Pharma Marketing (~1 h) |
| In groups, participants will apply learnings to a real-life pharma marketing business case. Each group presents its recommendations in plenary for discussion. The expert will provide feedback on each group’s recommendations. |
| Communicating Uncertainty Effectively to Internal Stakeholders (~1 h 15 min) |
|
| Wrap-Up and Key Takeaways (~15 min) |
UPCOMING DATES & FORMATS - FEES
3 December 2025
Live online (CET timing)
Early bird € 1 470
(until 31/10/2025)
(Full fee € 1 670)
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 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 & 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.
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
Dates & Locations
Upcoming Session
3 December 2025, Live online (CET timing)
Early bird € 1 470
(until 31/10/2025)
(Full fee € 1 670)
Prices are excl. VAT
THE CONTENT
In today’s volatile and complex pharma market, uncertainty is not the exception but the rule. Yet most pharma brand, franchise, launch, and tactical plans are still built on assumptions of predictability. This gap is a key reason why strategic marketing plans often fall short or fail altogether.
This course provides a practical, pharma-specific approach to identifying, quantifying, and managing risk and uncertainty. You will learn how to apply risk and uncertainty management tools directly to key global and local marketing planning processes, e.g. asset/brand planning, portfolio planning, country launch and implementation planning. Successful integration of uncertainty management into planning processes will ensure robust, adaptive, and resilient plans.
To build risk-aware marketing plans and avoid costly missteps, this course is a must-attend!
THE EXPERTS
Dr Neal Hansen is a dynamic and engaging speaker. You will leave his course inspired and equipped with actionable insights!
Founder and CEO of Align Strategy, an international pharma consultancy specialising in high-quality decision-making for brand and portfolio planning, competitive strategy, and lifecycle management.
Co-author of Pharmaceutical Lifecycle Management – Making the Most of Each and Every Brand (Wiley & Sons, 2012), and a long-standing CELforPharma faculty member who has always been highly rated by participants for his vast experience and teaching style.
Joining Neal will be Mitchell Cooke:
A Principal Consultant at Align Strategy with over a decade of experience supporting and advising multiple global pharmaceutical and biotech companies in overcoming their complex strategic challenges.
Mitchell supports companies throughout the entire product lifecycle and specialises in what it takes to successfully bring products to market, and in how to navigate the internal and external complexities of building a successful franchise and portfolio.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is designed for pharma professionals responsible for brand, portfolio or tactical planning at global, regional or local levels. It is particularly valuable for those in Marketing, Launch Excellence, Commercial Excellence, Portfolio/Franchise Strategy, and Business Operations roles who must navigate uncertainty in a cross-functional environment.
Through a blend of expert-led teaching and interactive exercises, you will learn frameworks and tools, and apply them to real-life scenarios. The format includes hands-on group work, structured exercises, and peer feedback sessions, all designed to equip you with the practical skills to pro-actively manage critical uncertainties and risks in your plans.
Identify the types and sources of uncertainty that need to be planned for as part of pharma marketing and planning at strategic and operational levels.
The proven processes and tools such as risk prioritisation, situational analysis, and scenario planning to anticipate and manage uncertainty.
How to integrate uncertainty management into brand/franchise plans, launch plans, and country-level tactical planning.
Develop skills to communicate uncertainty clearly and convincingly to internal stakeholders.
Gain hands-on experience in applying uncertainty management tools to realistic pharma marketing scenarios.
| Welcome & Introductions (~15 min) |
| Identifying Uncertainties in Pharma Marketing (~1 h) |
|
| The Toolbox for Assessing Uncertainties and Quantifying Risks (~1 h 15 min) |
|
| Best Practices for Integrating Uncertainty Management Tools into Brand/Franchise Plans, Launch Plans and Country-level Tactical Plans – Part 1 (~45 min) |
|
| Lunch Break |
| Best Practices for Integrating Uncertainty Management Tools into Brand/Franchise Plans, Country-level Tactical Plans and Launch Plans – Part 2 (~45 min) |
|
| Group Exercise: Risk-Aware Strategic Decision-making in Pharma Marketing (~1 h) |
| In groups, participants will apply learnings to a real-life pharma marketing business case. Each group presents its recommendations in plenary for discussion. The expert will provide feedback on each group’s recommendations. |
| Communicating Uncertainty Effectively to Internal Stakeholders (~1 h 15 min) |
|
| Wrap-Up and Key Takeaways (~15 min) |
UPCOMING DATES & FORMATS - FEES
3 December 2025
Live online (CET timing)
Early bird € 1 470
(until 31/10/2025)
(Full fee € 1 670)
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 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 & 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.
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