Measuring Impact in Pharma Marketing & Medical Engagement
With Mark Watson & Pieter Vanderbeeken
Course Details
THE CONTENT
Many brand and medical teams have more data than ever, but still cannot show leadership the impact of their work.
The problem is not how the numbers are presented. It is what they measure. A count of emails sent, visits made or slides shown tells you what your team did. It says nothing about whether a single HCP thought or behaved differently afterwards. That is the evidence leadership is looking for.
This course gives you a measurement model that is built on how HCPs really make decisions. You will learn the strict test that separates an activity count from a genuine KPI. You will learn how to measure four distinct signals of change: who engaged, who engaged deeply, who changed their attitude and who changed their behaviour. And you will learn which of the metrics you report today earn their place, and which to retire.
The day is practical throughout. You test the metrics you report today against a structured comparison, examine a real anonymised pharma campaign, decide whether to let a running campaign continue or change course, and leave with a one-page measurement plan and a set of tools you can use immediately.
If you want to stop reporting activity and start proving impact, this course will show you how!
THE EXPERTS
Mark Watson and Pieter Vanderbeeken are the co-founders of Fractal Force, a boutique consultancy that helps pharmaceutical organisations rebuild their engagement and measurement foundations around genuine HCP behaviour rather than activity counts. They have advised global, regional and local teams of companies such as AstraZeneca, Novartis, Johnson & Johnson, GSK, Sanofi and Takeda across Europe, the UK, APAC, India and the Middle East.
Mark brings more than 20 years of commercial, marketing and digital transformation experience. He moved into healthcare in 2012, after leading digital commercial transformation in media, and has since been Digital Lead UK at Ferring, Omnichannel Manager Haematology EMEA at Janssen, and Co-Lead of Strategy at Across Health. His focus is customer experience, HCP behaviour change and engagement architecture across every stage of the brand lifecycle.
Pieter brings more than 20 years of international commercial, marketing and digital experience across life sciences, financial services and aviation. He has been VP Global Accounts APAC and Senior Strategy Consultant at Across Health, Senior Business Manager at The House of Marketing, and a commercial marketing manager at Lufthansa Group. He specialises in customer journey design, commercial excellence and operating models that connect day-to-day execution to measurable commercial results.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is designed for the people who have to defend their numbers to leadership, including:
Brand Managers and Senior Brand Managers
Commercial Directors and Heads of Commercial Excellence
Medical Affairs Leads and MSL Managers
Digital and Omnichannel Leads
It is also highly relevant for BI and Insights Managers, Customer Engagement Leads, Marketing Operations and cross-functional brand team members.
Before the course, you complete a short three-question survey. The results open the day, so the first session starts from the metrics the room actually reports today. From there, it stays practical throughout: you test your own metrics against a structured comparison, examine a real anonymised pharma campaign in breakout groups, decide against the clock whether a running campaign should continue or change course, and build a one-page measurement plan with the facilitators on hand to help.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
- How to show leadership, on a single page, why an activity count cannot evidence behaviour change and an impact metric can.
- How to measure four distinct signals of change: who engaged, who engaged deeply, who changed their attitude and who changed their behaviour.
- How to decide which of the metrics you report today to retire, which to reframe and which are already doing real work.
- How to measure a single channel reliably, even though HCP journeys are never a straight line.
- How to recognise the signals that mean change course, early enough to adjust a campaign while it is still running.
- How to build a one-page measurement plan for the lifecycle stage a brand is actually in, from pre-launch through growth to maturity.
| Welcome & Introductions (~20 min) |
|
| Why Your Dashboard Does Not Convince Leadership (~1 h 15 min) |
|
| Measuring What Changed, Not What You Did: The Four Signals (~1 h) |
|
| Trash or Treasure: Which of Your Current Metrics Earn Their Place (~45 min) |
|
| Lunch Break |
| HCP Journeys Are Not a Straight Line: How to Measure a Single Channel Anyway (~1 h) |
|
| Campaign Case Study: What Really Happened in Project Helix (~1 h) |
Project Helix is a fictitious case study built from real pharma campaign patterns, anonymised for the course. Working in breakout groups, participants dissect the evidence it left behind: the metrics that were reported, the metrics that were missed, and the alarm bells that were never rung. The groups then compare their findings in plenary. Participants leave with the Autopsy Template, a repeatable format for post-campaign learning that turns every campaign into an evidence base for the next one, and with an analysis they can re-run on their own brand's last campaign. |
| Adjusting a Campaign While It Is Still Running: Reading the Early Signals (~45 min) |
|
| Your Measurement Plan: Turning the Framework into Monday's Actions (~30 min) |
|
| Key Takeaways, Q&A & Close (~15 min) |
|
UPCOMING DATES & FORMATS - FEES
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.
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
Dates & Locations
Upcoming Session
24 February 2027, Live online
Early bird € 1 570
(until 22/01/2027)
(Full fee € 1 770)
Prices are excl. VAT
THE CONTENT
Many brand and medical teams have more data than ever, but still cannot show leadership the impact of their work.
The problem is not how the numbers are presented. It is what they measure. A count of emails sent, visits made or slides shown tells you what your team did. It says nothing about whether a single HCP thought or behaved differently afterwards. That is the evidence leadership is looking for.
This course gives you a measurement model that is built on how HCPs really make decisions. You will learn the strict test that separates an activity count from a genuine KPI. You will learn how to measure four distinct signals of change: who engaged, who engaged deeply, who changed their attitude and who changed their behaviour. And you will learn which of the metrics you report today earn their place, and which to retire.
The day is practical throughout. You test the metrics you report today against a structured comparison, examine a real anonymised pharma campaign, decide whether to let a running campaign continue or change course, and leave with a one-page measurement plan and a set of tools you can use immediately.
If you want to stop reporting activity and start proving impact, this course will show you how!
THE EXPERTS
Mark Watson and Pieter Vanderbeeken are the co-founders of Fractal Force, a boutique consultancy that helps pharmaceutical organisations rebuild their engagement and measurement foundations around genuine HCP behaviour rather than activity counts. They have advised global, regional and local teams of companies such as AstraZeneca, Novartis, Johnson & Johnson, GSK, Sanofi and Takeda across Europe, the UK, APAC, India and the Middle East.
Mark brings more than 20 years of commercial, marketing and digital transformation experience. He moved into healthcare in 2012, after leading digital commercial transformation in media, and has since been Digital Lead UK at Ferring, Omnichannel Manager Haematology EMEA at Janssen, and Co-Lead of Strategy at Across Health. His focus is customer experience, HCP behaviour change and engagement architecture across every stage of the brand lifecycle.
Pieter brings more than 20 years of international commercial, marketing and digital experience across life sciences, financial services and aviation. He has been VP Global Accounts APAC and Senior Strategy Consultant at Across Health, Senior Business Manager at The House of Marketing, and a commercial marketing manager at Lufthansa Group. He specialises in customer journey design, commercial excellence and operating models that connect day-to-day execution to measurable commercial results.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is designed for the people who have to defend their numbers to leadership, including:
Brand Managers and Senior Brand Managers
Commercial Directors and Heads of Commercial Excellence
Medical Affairs Leads and MSL Managers
Digital and Omnichannel Leads
It is also highly relevant for BI and Insights Managers, Customer Engagement Leads, Marketing Operations and cross-functional brand team members.
Before the course, you complete a short three-question survey. The results open the day, so the first session starts from the metrics the room actually reports today. From there, it stays practical throughout: you test your own metrics against a structured comparison, examine a real anonymised pharma campaign in breakout groups, decide against the clock whether a running campaign should continue or change course, and build a one-page measurement plan with the facilitators on hand to help.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
- How to show leadership, on a single page, why an activity count cannot evidence behaviour change and an impact metric can.
- How to measure four distinct signals of change: who engaged, who engaged deeply, who changed their attitude and who changed their behaviour.
- How to decide which of the metrics you report today to retire, which to reframe and which are already doing real work.
- How to measure a single channel reliably, even though HCP journeys are never a straight line.
- How to recognise the signals that mean change course, early enough to adjust a campaign while it is still running.
- How to build a one-page measurement plan for the lifecycle stage a brand is actually in, from pre-launch through growth to maturity.
| Welcome & Introductions (~20 min) |
|
| Why Your Dashboard Does Not Convince Leadership (~1 h 15 min) |
|
| Measuring What Changed, Not What You Did: The Four Signals (~1 h) |
|
| Trash or Treasure: Which of Your Current Metrics Earn Their Place (~45 min) |
|
| Lunch Break |
| HCP Journeys Are Not a Straight Line: How to Measure a Single Channel Anyway (~1 h) |
|
| Campaign Case Study: What Really Happened in Project Helix (~1 h) |
Project Helix is a fictitious case study built from real pharma campaign patterns, anonymised for the course. Working in breakout groups, participants dissect the evidence it left behind: the metrics that were reported, the metrics that were missed, and the alarm bells that were never rung. The groups then compare their findings in plenary. Participants leave with the Autopsy Template, a repeatable format for post-campaign learning that turns every campaign into an evidence base for the next one, and with an analysis they can re-run on their own brand's last campaign. |
| Adjusting a Campaign While It Is Still Running: Reading the Early Signals (~45 min) |
|
| Your Measurement Plan: Turning the Framework into Monday's Actions (~30 min) |
|
| Key Takeaways, Q&A & Close (~15 min) |
|
UPCOMING DATES & FORMATS - FEES
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.
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.