Maximising Congress Impact in Pharma
With Yacin Marzouki
Course Details
THE CONTENT
A congress is not just a three-day event.
It is one of the most significant (and potentially most impactful) engagement investments pharmaceutical companies make.
Yet despite the scale of this investment, many congresses still behave like fireworks: bright, intense, short-lived, and quickly forgotten once the booth is dismantled.
This happens because congress execution is often designed around pharma activity rather than around the deeper needs of healthcare professionals. HCPs do not attend congresses to meet pharma. They attend to make sense of emerging science, validate their thinking with peers, and build confidence in their clinical decisions.
This course addresses that gap.
Participants learn how to define and report on objectives, design congress journeys that create measurable, sustained HCP impact before, during, and after the event, and embed structured lessons learned and handovers so that each congress improves the next rather than starting from scratch.
If you want congresses to become more than moments and instead create echoes through time, this course will show you how!
THE EXPERT
Yacin Marzouki is the CEO of Biondhealth, a boutique consultancy specialising in helping pharma organisations move from channel execution to customer-focused, value-driven engagement systems.
He has led omnichannel and congress strategy for major global scientific meetings, helping global and local teams translate scientific intent into coordinated, measurable engagement before, during, and after the event.
Recognised as a trusted industry voice, Yacin is regularly invited to speak at leading international pharma forums and events.
Passionate about challenging traditional promotional models, Yacin focuses on building engagement approaches that create lasting value for healthcare professionals – before, during, and long after key brand moments such as congresses.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This is not a marketing-only or digital-only training. This highly interactive, discussion-led, case-based course is explicitly designed for everyone involved in the congress system, including:
Medical Affairs and Scientific teams
Brand, Marketing, and Omnichannel teams
Commercial and Market Access teams
Business Analytics and Insights teams
Congress, Event, and Logistics teams
Through expert-led teaching, real-life cases, and interactive group exercises, you will learn how to unlock lasting HCP engagement at medical congresses. The sessions include real-world examples, practical templates and frameworks, and peer discussions, equipping you with tools and skills that you can apply immediately in your role.
How to define clear congress objectives, roles, and success criteria at kick-off to drive engagement across the full lifecycle.
How to align KOL engagement and agency statements of work with scientific and engagement objectives.
How to use the pre–peri–post model to design congress engagement journeys that extend impact beyond the three-day event.
How to unlock meaningful congress impact for the thousands of HCPs who never attend on site.
How to ensure Medical, Brand, and Commercial teams collaborate effectively across global-to-local congress execution.
How to measure lasting impact through KPIs beyond booth traffic and badge scans, using practical templates and real-world cases.
| Welcome & Introductions (~15 min) |
| Congress Investment vs Impact: The Engagement Gap (~1 h 15 min) |
Short individual exercise: participants reflect on their last congress and identify where value was lost. |
| The Fireworks Problem: When Congresses Stay Event-Only (~45 min) |
Group exercise: in small groups, participants will use a template to map HCP intent for a fictional congress. Findings will be discussed in plenary. |
| Designing the Engagement Architecture (~1 h 15 min) |
|
| Lunch Break |
| Global-to-Local & Cross-Functional Orchestration (~30 min) |
|
| Measurement That Drives Lasting Impact (~30 min) |
|
| Case Study Workshop: Building a Congress Engagement System (~1 h 15 min) |
| Participants will work through a structured business case based on a real-world congress scenario. They will map a full pre–peri–post engagement journey for both attending and non-attending HCPs, explore how Medical, Brand, and Commercial teams collaborate across the congress system, and define the key follow-up actions and success criteria needed to ensure impact continues long after the event itself. |
| Wrap Up & Close (~15 min) |
UPCOMING DATES & FORMATS - FEES
27 May 2026
Live online
Early bird € 1 570
(until 24/04/2026)
(Full fee € 1 770)
29 September 2026
Live online
Early bird € 1 570
(until 28/08/2026)
(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.
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
27 May 2026, Live online
Early bird € 1 570
(until 24/04/2026)
(Full fee € 1 770)
Prices are excl. VAT
THE CONTENT
A congress is not just a three-day event.
It is one of the most significant (and potentially most impactful) engagement investments pharmaceutical companies make.
Yet despite the scale of this investment, many congresses still behave like fireworks: bright, intense, short-lived, and quickly forgotten once the booth is dismantled.
This happens because congress execution is often designed around pharma activity rather than around the deeper needs of healthcare professionals. HCPs do not attend congresses to meet pharma. They attend to make sense of emerging science, validate their thinking with peers, and build confidence in their clinical decisions.
This course addresses that gap.
Participants learn how to define and report on objectives, design congress journeys that create measurable, sustained HCP impact before, during, and after the event, and embed structured lessons learned and handovers so that each congress improves the next rather than starting from scratch.
If you want congresses to become more than moments and instead create echoes through time, this course will show you how!
THE EXPERT
Yacin Marzouki is the CEO of Biondhealth, a boutique consultancy specialising in helping pharma organisations move from channel execution to customer-focused, value-driven engagement systems.
He has led omnichannel and congress strategy for major global scientific meetings, helping global and local teams translate scientific intent into coordinated, measurable engagement before, during, and after the event.
Recognised as a trusted industry voice, Yacin is regularly invited to speak at leading international pharma forums and events.
Passionate about challenging traditional promotional models, Yacin focuses on building engagement approaches that create lasting value for healthcare professionals – before, during, and long after key brand moments such as congresses.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This is not a marketing-only or digital-only training. This highly interactive, discussion-led, case-based course is explicitly designed for everyone involved in the congress system, including:
Medical Affairs and Scientific teams
Brand, Marketing, and Omnichannel teams
Commercial and Market Access teams
Business Analytics and Insights teams
Congress, Event, and Logistics teams
Through expert-led teaching, real-life cases, and interactive group exercises, you will learn how to unlock lasting HCP engagement at medical congresses. The sessions include real-world examples, practical templates and frameworks, and peer discussions, equipping you with tools and skills that you can apply immediately in your role.
How to define clear congress objectives, roles, and success criteria at kick-off to drive engagement across the full lifecycle.
How to align KOL engagement and agency statements of work with scientific and engagement objectives.
How to use the pre–peri–post model to design congress engagement journeys that extend impact beyond the three-day event.
How to unlock meaningful congress impact for the thousands of HCPs who never attend on site.
How to ensure Medical, Brand, and Commercial teams collaborate effectively across global-to-local congress execution.
How to measure lasting impact through KPIs beyond booth traffic and badge scans, using practical templates and real-world cases.
| Welcome & Introductions (~15 min) |
| Congress Investment vs Impact: The Engagement Gap (~1 h 15 min) |
Short individual exercise: participants reflect on their last congress and identify where value was lost. |
| The Fireworks Problem: When Congresses Stay Event-Only (~45 min) |
Group exercise: in small groups, participants will use a template to map HCP intent for a fictional congress. Findings will be discussed in plenary. |
| Designing the Engagement Architecture (~1 h 15 min) |
|
| Lunch Break |
| Global-to-Local & Cross-Functional Orchestration (~30 min) |
|
| Measurement That Drives Lasting Impact (~30 min) |
|
| Case Study Workshop: Building a Congress Engagement System (~1 h 15 min) |
| Participants will work through a structured business case based on a real-world congress scenario. They will map a full pre–peri–post engagement journey for both attending and non-attending HCPs, explore how Medical, Brand, and Commercial teams collaborate across the congress system, and define the key follow-up actions and success criteria needed to ensure impact continues long after the event itself. |
| Wrap Up & Close (~15 min) |
UPCOMING DATES & FORMATS - FEES
27 May 2026
Live online
Early bird € 1 570
(until 24/04/2026)
(Full fee € 1 770)
29 September 2026
Live online
Early bird € 1 570
(until 28/08/2026)
(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.
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.