A 2-Day Training Course Delivered By
Edouard Demeire

Edouard Demeire

  • Visiting Professor at CEDEP (INSEAD) and co-author of GOOD PHARMA. How Marketing Creates Value in Pharma (Corstjens & Demeire, 2014).
  • Contributed to the design of Roche’s and Novartis’ brand planning processes and runs Roche’s courses for marketing and non-marketing audiences worldwide.
  • Developed business simulations and decision support tools for the health care industry and trained tens of thousands of executives worldwide on pharma marketing strategy since 1990.


  1. A process for brand planning that identifies market opportunities and boosts brand performance.
  2. Analytical tools to discover key leverage points from patient-centric and stakeholder insights.
  3. Market segmentation: How to determine priority segments for your brand.
  4. Brand positioning: How to develop a good positioning statement and ensure it is implemented.
  5. How to make a good SWOT and extract CSFs required for your brand’s success.
  6. How to design effective and efficient tactical mixes for highly competitive markets (“Red Ocean”).
  7. How to create a “Blue Ocean” market environment where competition is irrelevant.
  8. Best practices drawn from pharma and other industry sectors.

Additional Benefits

  • You will be equipped with a set of practical tools and checklists for making and/or improving pharma brand marketing plans.
  • You will learn from your peers during group work on the Betaprolol case, developed by Edouard Demeire.


Why You Should Attend

The Content: You will learn how and when to use simple but powerful analytical tools in a well-structured process that culminates in the design of “visionary”, high-impact brand plans with a logic between the final action plan and market dynamics. You will be armed with a box full of handy tools that can be implemented as of first day you return to the office!

The Expert: Edouard forces you to think “out-of-the-box”. He challenges his audience and, while he is an authority in pharma marketing strategy, he also transposes learnings from other industries to stimulate creative thinking. His approach sparks plenty of new ideas!

The Pharma Brand Planning Course is the only available public training course delivered by Edouard Demeire on the topic of brand planning.

Agenda of The Pharma Brand Planning Course


Day 1



Welcome & General Introduction

  • The importance of vision-generating marketing planning (as opposed to template-based)


Properly Determine and Understand Your Brand’s Market


  • Different approaches to defining a brand’s market
  • Use of static patient flow models – “Are your patient flows vision-creating?"
  • Gain insight through dynamic patient flow models and fully grasp customer behaviour by using the “Road to purchase/Patient Journey” tool and “Customer Functionality” concept


Group Work

  • Patient flows and patient-based market definitions
  • Coffee will be served during the group work


Group Presentations


Segmenting the Market and Prioritising Segments

  • An overview and discussion of the most commonly used segmentation approaches
  • The 5 steps to get the segmentation process right
  • Which criteria should you use to segment your brand’s market?
  • Prioritising market segments using the “Segment DPM Approach”
  • Targeting: how to manage for successful implementation
  • Group Work: Designing the segmentation process as well as identifying and prioritising customer segments from a perspective of both long term attractiveness and short term responsiveness
  • Coffee will be served during the group work


Positioning Your Brand

  • The 5 steps to getting the positioning process right
  • How to grasp and map customer perceptions and which one of the three “Perception Analysis” techniques should you use
  • Different ways to position your brand and how to select the best positioning
  • What should a good positioning statement include so that it defines the key claims to be communicated


Plenary Case Discussion

  • Brand positioning and the benefits of branding pharmaceutical drugs


Group Presentations




Group Dinner


Day 2



Strategies and Tactics in “Red Ocean Markets”

  • Understand the “Hierarchy of Effects” of Rx decision making processes
  • Creative strategies to impact the steps in the AIITA prescription process most relevant to your product (AIITA = Awareness– Interest – Intent – Availability/Accessibility – Trial – Adoption)
  • Use the “Market Influence Grid” of your brand’s market to identify key stakeholders and extract a limited number of key business drivers
  • Design innovative plans in “Red Ocean markets” by linking actions to the “Road to Purchase” tree


Group Work


  • Designing the marketing mix in a “Red Ocean market”
  • Coffee will be served during the group work


Strategies and Tactics in “Blue Ocean Markets”


  • What does customer satisfaction mean in your brand’s market and what impact does it have on your brand’s profitability
  • How to analyse the value drivers for each of the key stakeholders for your brand
  • How to reduce the impact of your competition by delivering true, innovative customer value
  • How to design marketing mix strategies that truly generate value innovation for those key stakeholders


Strategies and Tactics “Blue Ocean Markets” – cont’d


Group Work

  • Innovative marketing mix in a “Blue Ocean market”
  • Coffee will be served during the group work


Discussion & Closing

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

Learning Methodology

This course uses a variety of learning approaches, including interactive lectures, a case study (Betaprolol case), as well as group work and plenary discussion sessions. Working in groups of 3-5 delegates on the Betaprolol case, developed by Prof. Demeire, will enable you to practice the concepts and tools taught during the interactive lectures that alternate with group work.

One of the most valuable aspects of attending any C.E.L.forpharma 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?

The Pharma Brand Planning Course is highly suitable for marketers early in their career who wish to master the concepts and tools required to generate successful brand marketing plans. It is also beneficial for more experienced managers who want to benchmark and refresh their current practices.

For non-marketers who wish to gain a thorough understanding of pharma marketing, we refer to Edouard Demeire’s 2-day course Pharma Marketing for Non-Marketing Functions.


Past Participants

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


Job Title



Medical ManagerAbbvieHungary
International Product ManagerAcino PharmaSwitzerland
Associate Director, Global Commercial InsightsActelionSwitzerland
Product ManagerALKNetherlands
Product ManagerAstraZenecaPortugal
Junior Product ManagerBayer Healthcare PharmaceuticalsBelgium
Customer Marketing ManagerBristol-Myers SquibbRomania
Field Product ManagerCelgeneNetherlands
New Product AdviserChiesiItaly
Marketing ManagerDevaTurkey
Product ManagerEgisBulgaria
Global Marketing Lead, Assignment USAFerringUSA
Portfolio & Marketing Manager - OncologyFreseniusGermany
Distributor Area Manager / Pharma Export Manager Gulf and Middle EastGaldermaFrance
Chef de ProduitIpsenFrance
Global Patient Solution Manger AKLEO PharmaDenmark
Marketing and StrategyMerck GroupGermany
Product Manager RespiratoryMundipharmaBelgium
Pricing ManagerNovartisRussian Federation
Senior Manager, CPMDOrionBangladesh
Regional Brand Manager WH/MH Portfolio & Xalabrands, EuropePfizerTurkey
Product ManagerPharmamarItaly
Marketing Director DermatologyPierre FabreGermany
Team Manager IT - Global Product StrategyRocheSwitzerland
Brand & Customer ManagerSanofiCroatia
Sales manager- Ophthalmology portfolioSantenThailand
VP Strategic Planning & Commercial ExcellenceShionogiUnited Kingdom
Sales ManagerTakedaNetherlands
Business Development DirectorUCBBelgium
Product ManagerWill-PharmaBelgium



Dates & Locations

All C.E.L.forpharma 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.
  • 19-20 November 2019, 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

  • 3-4 June 2020, 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

  • 24-25 November 2020, London

This course takes place at the Renaissance London Heathrow Hotel which is located on the perimeter of Heathrow Airport, a short taxi or bus journey from the terminal where the Heathrow Express service to Central London is also situated.


Address: Bath Road, Hounslow, TW6 2AQ, United Kingdom
Tel: +44 20 88 97 63 63

Hotel Booking Assistance

Having built a strong relationship with each hotel, C.E.L.forpharma 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).

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 / invoice 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 on a “space available” basis at no extra cost, until 3 weeks prior to the event, to another course held within one year of the original course date.

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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