A 2-Day Training Course Delivered By
Lara BrumLivia Dobes

Lara Brum & Livia Dobes

  • Senior Strategy Consultants with Across Health, Europe's leading consultancy specialised in omnichannel customer engagement strategies for life science organisations across therapy areas.
  • Lara’s and Livia’s combined background includes extensive experience in Medical Affairs as well as in consumer marketing.
  • Both Lara and Livia have consulted globally for numerous big players in the healthcare industry on patient-centric strategies and campaign management in the multi-channel space.


  1. The impact of patients on decisions along their journey and the leverage points for your brand.
  2. Models for patient segmentation based on the behaviours of health consumers.
  3. How to take advantage of digital channels to activate patients.
  4. How to create a Patient Support Programme (PSP) that integrates multiple channels and boosts patient engagement.
  5. How to optimise your multi-channel mix based on the impact and reach of the various channels.
  6. Setting the right Key Performance Indicators for measuring the impact of PSPs.
  7. Critical success factors for building a patient-centric organisation.

Additional Benefits

  • You will learn the dos & don’ts and pitfalls of patient activation and support programmes during practical exercises and discussions of real-life examples.
  • Receive Across Health’s training book 'Delighting Pharma Customers in the Omnichannel Age'.


Why You Should Attend

Patient Centricity is the next big wave in pharma and cuts across multiple functions. The core value of this course is that it teaches hands-on methodologies that are backed up by patient research findings and that use digital multi-channel tactics to activate patients and to support them in their therapy.

The Multi-Channel Patient Engagement Course is the only available public training course delivered by Lara and Livia on the topic of patient-centric multi-channel marketing.

Agenda of The Multi-Channel Patient Engagement Course

Important: all hours are noted in Brussels Time, so carefully convert into your local time zone!

Day 1



Welcome & Audience Expectations


Patient Centricity in Pharma: The Landscape


  • Online behavior of health consumers
  • One size doesn’t fit all: health consumer segmentation types based on their attitude towards their health
  • The future of customer centricity: pharma 3.0
  • What does customer centricity look like in other industries?
11:30Coffee Break


Creating a Patient-Centric Awareness and Activation Programme

  • Which channels/tactics play a role in the health decision making process of patients?
  • “Search is King”: know how to optimally take advantage of Search Engine Marketing to activate patients
  • Disease awareness portals: tips & best practices to activate patients
  • A methodology to optimise the channel mix towards patients
  • How to set-up a multi-channel disease awareness/ patient activation campaign plan, including the KPIs:  learning from 2 concrete business cases


Creating a Patient-Centric Awareness and Activation Programme (cont'd)


Group Exercise 1

  • Select the ideal channel mix for your patient activation campaign
15:00Coffee Break


Adherence - How to Support Patients in Their Therapy

  • Patient segmentation using Prof. Dr. Sjaak Bloem’s (Nyenrode Business University) Subjective Experienced Health Model : focus your efforts and budgets on real patients’ needs
  • The patient adherence journey  -  What a recent academic research project tells us about:
    • The relative importance of stakeholders
    • The relative impact of channels
    • How patient beliefs & behaviors change along the journey


Group Exercise 2 - Create a MC Patient Support Programme Blueprint

  • Create a multi-channel patient support programme blueprint, using the Subjective Health Experience Model




Day 2



Recap of Day 1


Group Exercise 3


  • Define how you will measure the impact of your multi-channel patient support programme


How to Measure the Impact of your Patient Support Programmes (KPIs)


  • Framework for impact measurement of patient-centric programmes
  • Learning from concrete examples
  • The Net Promotor Score (NPS)
10:30Coffee break


Beyond the Pill

  • Connected health: Mobile & Social


Group Exercise 4 - Building a Patient-Centric Organisation - Critical Success Factors

  • Living in the dream world: how does the ideal patient-centric organisation look?

Coffee Break


What Does the Future Bring?

  • Prove it works: the use of (big) data to focus on outcomes


Final Discussion & Close

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

Learning Methodology

Interactive theoretical lectures alternate with group exercises so that you can practice the methodologies. Apart from theoretical content during lectures, the faculty will discuss successful cases to illustrate the theory.

Lara and Livia are very experienced in leading interactive sessions, using polling, break-out rooms and group exercises to actively engage participants in discussions.

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?

First and foremost, all executives in marketing and medical functions responsible for, or contributing to, the design and development of patient-centric initiatives:

  • Business Unit Director/Managers
  • Medical Directors/Managers
  • Brand/Product Managers
  • Digital Marketers
  • Business Intelligence Managers
  • Patient Adherence/Solutions Managers

In addition, this seminar will be beneficial to executives in other functional areas (e.g. Clinical) and other sectors of the healthcare industry interested in patient-centric marketing strategies and tactics.

As this course is delivered by Lara Brum and Livia Dobes of Across Health, a leading pharma consultancy company, executives from other professional service agencies should request approval prior to registering for this course. Please contact Annelies Swaan, Director Business Operations, for more information (aswaan@celforpharma.com, tel +32 (0)2 709 01 42).


Past Participants

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


Job Title



EMEA Senior Product Manager - Structural HeartAbbottBelgium
Senior Field Product ManagerAbbottGermany
Regional Therapy Manager Structural Heart Abbott VascularAbbottNetherlands
Senior Global Product ManagerAlmirallSpain
Senior Global Product Manager Global Dermatology Business UnitAlmirallSpain
Brand ManagerBayer Healthcare PharmaceuticalsGermany
Multichannel Customer Excellence ManagerBayer Healthcare PharmaceuticalsTurkey
Marketing Team Leader Small AnimalsBoehringer IngelheimUnited Kingdom
Brand Manager I&ICelgeneBelgium
Director Multichannel MarketingDaiichi SankyoGermany
Corporate Marketing Manager Hospital ProductsFerrerSpain
Patient Care ManagerGenzymeBelgium
Medical Director BeneluxJohnson & JohnsonBelgium
European Patient Care Manager ENTMedtronicSwitzerland
Insight Manager NDD – EUROPEMerck GroupItaly
Head of Patient Service Operations, Region EuropeMerck GroupGermany
Director - Integrated Insights OphthalmologyNovartisSwitzerland
Multi-Channel ManagerRocheUnited Kingdom
Sales & Marketing Excellence DirectorRocheBelgium
Informatics & Logistics DirectorRocheItaly
Project Director TrainingServierFrance
Commercial Excellence and Business Development DirectorTakedaItaly
Marketing Specialist CNSTakedaSwitzerland
CRM ManagerTakedaRussian Federation
Brand & Customer ManagerTakedaBelgium
Director Commercial Portfolio MgmtTevaGermany
Director, Global MarketingUCBSwitzerland
Medical Lead RAUCBBelgium



Dates & Locations

Currently all CELforPharma courses are planned to only be held live online (hosted in Zoom) until international travel is back to normal.​​​​

  • 27-28 April 2021, live online

  • 18-19 November 2021, live online

Included in the Registration Fee

  • Access to an expert led course in real-time, using an interactive platform for break-out rooms, whiteboard exercises, polling, plenary discussions and chats
  • Course material, which will be provided to you in both digital format (by email) and in hard copy (by post, so you can make notes during the course)
  • Certificate of attendance signed by the expert and CELforPharma
  • Book "Delighting Pharma Customers in the Omnichannel Age" by Ruud Kooi, Fonny Schenck & Beverly Smet of Across Health


Group Discounts

Team discounts can be offered to 3 or more delegates from the same company.
Contact Annelies Swaan, Director Business Operations, (aswaan@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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