The Pharma Brand Planning Course
With Edouard Demeire
Course Details
THE CONTENT
A pharma brand plan can only succeed if it is grounded in a deep understanding of market dynamics and turns that understanding into actionable strategies and tactics. In today’s volatile and complex environment, this requires an agile, customer-centric process that brings together all market-facing functions.
This course provides a practical framework for mastering the three critical building blocks of a pharma brand plan: starting with actionable customer-journey insights, translating them into a robust strategy, and implementing agile tactics that maximise impact. You will also learn how to avoid common pitfalls in brand planning, such as overly rigid plans or strategies disconnected from real market realities.
If you want to strengthen your ability to design and execute brand plans that deliver real results in a fast-changing environment, this course is an essential investment!
This has been a very clear course, with practical insights on how to analyse the market and what issues you may encounter.
Alfa Intes
Giuliana Furiato, Marketing Specialist - Italy - June 2026
Hear directly from expert Edouard Demeire on why mastering brand planning is essential today, and what you can expect to take away from this course.
THE EXPERT
Edouard Demeire is a highly respected international authority on pharma marketing strategy with decades of experience training executives worldwide.
Previously Research Associate at INSEAD and Visiting Professor at CEDEP.
Author of "The Pharma Delta Effect: Winning Through Multi-Stakeholder Customer Value Differentiation" (2026).
Contributed to the design of Roche’s and Novartis’ brand planning processes.
Developed business simulations and decision-support tools widely used in the healthcare industry.
Trained tens of thousands of executives around the globe on pharma marketing strategy since 1990.
Praised for his out-of-the-box thinking and ability to transpose lessons from other industries, sparking creativity and new ideas.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is a must-attend for brand and product managers early in their careers who need to quickly develop both the tools and the way of thinking required for building successful brand marketing plans in today’s volatile environment.
It is equally valuable for more experienced brand managers and franchise leads seeking to refresh their skills, as well as for managers in Medical Affairs, Market Access, and Commercial functions who contribute to brand planning processes.
The interactive format combines expert-led teaching with a business case that runs throughout the two days, enabling you to practise each building block of the brand planning process step by step. Peer discussions and case-based examples ensure you leave with not only a structured framework but also practical experience that can be immediately applied to your own brand planning.
This course has given me a very systematic view and approach of the brand planning process. Edouard is an excellent trainer and presenter. He broke the complex topics down into very manageable chunks, shared excellent examples and made sure that the 2 days were full of interaction. Excellent teaching and excellent facilitation, thanks a lot CELforPharma. 10/10!
Gilead Sciences
Michael Brenner, Senior Director, Value & Access - United Kingdom
Analytical tools to discover and leverage patient-centric and stakeholder insights.
How to determine the brand's Critical Success Factors that will ensure the brand planning process leads to customer-centric tactics.
Processes and best practices for the two critical strategic decisions: “Where to play?” and “How to win?” (Segmentation & targeting – Positioning).
How to design the tactical mix for highly competitive “Red Ocean” markets.
How to make competition irrelevant by creating a highly innovative and new “Blue Ocean” market for your brand.
This course challenged me to think beyond tactical execution and approach pharmaceutical marketing from a broader strategic perspective. I particularly valued the focus on understanding customer needs, making meaningful strategic choices, and creating value beyond the product itself. I came away with a fresh perspective and greater confidence in contributing to brand strategy. I would recommend this course to anyone involved in pharmaceutical marketing and brand strategy who wants to develop a more strategic and customer-centric approach.
Grifols
Tarundeep Singh, Marketing Project Manager - Ireland - October 2026
Day 1
| Welcome & Introduction: Why and How to Develop Successful Brand Plans? (~1 h 30 min) |
|
| Understand Your Brand’s Market: Components of Insight Building (~1 h) |
|
| Group Work: From Data to Insights to SWOT to CSFs (~1 h) |
| Participants receive the Betaprolol case as pre-reading. In groups, they analyse the market to gain insights, build an effective SWOT and determine the CSFs. The CSFs are the link between a long-term brand strategy and an agile short-term tactical plan. Groups also use inputs from AI tools, for example to develop a patient-centric view. |
| Lunch Break |
| Group Presentations (~1 h) |
| Each group presents their findings and is challenged by both the expert and their peers. At the end, Edouard presents his solution, not as THE only correct solution, but to illustrate best practice. |
| “Where to Play?”: Defining and Prioritising Segments (~1 h) |
|
| Group Work: Designing Multi-stakeholder Segments & Prioritising Brand Opportunities (~30 min) |
| The groups continue with the Betaprolol case. They define and prioritise the market segments and associated brand opportunities. |
| “How to Win?”: Positioning Your Brand (~30 min) |
|
| Group Work: Brand Positioning and Value Propositions (~30 min) |
| The groups define a brand positioning statement, value propositions, as well as messages for the Betaprolol case. |
Day 2
| Recap of Day 1 (~15 min) |
| How to Develop Strategically Agile and Effective Tactics in Red Ocean Markets (~1 h 30 min) |
|
| Group Work: Tactical Plan Design, Presentation and Debrief (~1 h 30 min) |
| In groups, participants design a customer-centric, agile and effective tactical mix for the Betaprolol case in a red ocean market. Earlier in the course, the groups defined a few CSFs and the stakeholders who can make each CSF happen. Now they identify the tactics that create the beliefs and behaviours these stakeholders need for each CSF. This customer-centric approach helps brand teams develop tactics that drive brand success effectively and efficiently. The groups present their outcomes, which are discussed in plenary. |
| Optimising the Impact of Your Tactical Plan During Design and Execution. (~1 h) |
In the previous group work, teams designed their tactical plans without resource constraints. This session gives them take-home tools to optimise those plans:
For each tool, the expert first explains how to apply it. Participants then discuss in plenary what it means for the Betaprolol case. |
| Lunch Break |
| Blue Ocean Markets: Making Competition Irrelevant Through Customer Value (~1 h 30 min) |
In red ocean markets, success comes from focus, agility and efficient execution. In blue ocean markets, it comes from making competition irrelevant by creating a new market through value innovation.
|
| Group Work: Creating a Blue Ocean for Betaprolol (~30 min) |
| Customer value only works when you go beyond general definitions. In groups, participants identify the stakeholders in the Betaprolol case and define the product benefits, non-product benefits and customer costs for each. They then find opportunities for value innovation that create a true blue ocean market. The outcomes are discussed in plenary. |
| Wrap-up (~30 min) |
|
TIMING & LOCATION
Live Online: Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris 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 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
For live online courses:
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
You will receive Edouard Demeire's book The Pharma Delta Effect: Winning Through Multi-Stakeholder Customer Value Differentiation (2026)
For face-to-face courses:
Access to a highly interactive, small-group course (max 20 participants)
Course materials in both digital and hard copy format
Certificate of attendance signed by the experts and CELforPharma
Opportunities for networking and informal discussions during coffee/tea breaks and lunch
A group dinner in a nearby restaurant on the evening of day 1
You will receive Edouard Demeire's book The Pharma Delta Effect: Winning Through Multi-Stakeholder Customer Value Differentiation (2026)
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.
The course gave our team a systematic overview of the brand planning process in an easy-to-follow and engaging manner. Covering such a complex topic in just a day and a half takes a truly skilled trainer, and Edouard delivered it exceptionally well. The practical tips and real-world examples made the content even more valuable and helpful.
Lenis
Andreja Lisjak, Commercial Director - Slovenia
This course challenged me to think beyond tactical execution and approach pharmaceutical marketing from a broader strategic perspective. I particularly valued the focus on understanding customer needs, making meaningful strategic choices, and creating value beyond the product itself. I came away with a fresh perspective and greater confidence in my ability to contribute to brand strategy. I would recommend this course to anyone involved in pharmaceutical marketing and brand strategy who wants to develop a more strategic, customer-centric approach.
Grifols
Tarundeep Singh, Marketing Project Manager - Ireland - October 2026
This has been a very clear course, with practical insights on how to analyse the market and what issues you may encounter.
Alfa Intes
Giuliana Furiato, Marketing Specialist - Italy - June 2026
Edouard shared valuable knowledge in an understandable and engaging way, and I really enjoyed the course while learning a lot. My understanding of doctors as customers has improved significantly, giving me new perspectives that I can apply in my work.
Unicoms
Blagovesta Zhelyazkokva, Marketing Director - Bulgaria - June 2026
A great course with useful steps that can be applied right away.
Chiesi
Stijn van Steenoven, Brand Manager Benelux - The Netherlands - December 2025
A highly valuable course when you haven't been involved in the brand planning process before. Everything was well taken care of during the training. Thank you!
Takeda
Joyce Schleeper, Marketing Operations Associate - The Netherlands - December 2025
Clear steps and simple, practical tools made the course easy to follow without being overwhelming. The hands-on case was engaging, and the experienced teacher shared many examples that made the learning very interesting.
Chiesi
Julie Leblanc, Brand Manager - Belgium - October 2025
The course provides a comprehensive understanding of the brand and disease planning process, backed by practical tools to lead or contribute effectively. Edouard's clear and thorough teaching, combined with case studies, made complex concepts come to life, leaving me with valuable insights that I can immediately apply.
Biotest
Nadja Wetzel, Product Manager - Germany - November 2024
As a beginner in the subject, I found the course quite intense but incredibly insightful. The amount of new information presented was substantial, making it both challenging and rewarding. The instructor was engaging and made a genuine effort to make the material accessible and relatable to everyone in the group.
JGL
Mirta Meštrović Saršon, Product & Launch Manager - Croatia - November 2024
Great course: relevant topic, useful information & tools, great speaker!
Abbott
Julie Michel, Patient, Market Insights and Competitive Intelligence Manager - France - June 2024
The Pharma Brand Planning Course was such a great learning experience led by expert Edouard Demeire and perfectly organised by CELforPharma. Special thanks to CELforPharma for being so friendly & helpful.
Roche
Nermeen Makky, Strategy Lead Learning Transformation - United Arab Emirates - June 2024
What a fantastic course that brought brand planning theory to life through relatable case studies and real-world examples. I’m walking away from the course much more knowledgeable and informed!
Sciensus
Katie Duncalf, Digital Commercialisation & Partnership Lead - United Kingdom - June 2024
A great training on pharmaceutical marketing that gives hands-on tools to better plan, execute and control the brand management process.
AOP Orphan
Oana Simina Patrone, Corporate Alliance Manager - Austria - November 2023
It’s great to find an industry-specific training which is of this high quality.
Veeva
Sally Eckhart, Program Manager - United Kingdom - November 2023
This is a great course for those wishing to move to marketing. Edouard is very clear and thorough in his teachings and gives lots of valuable insights to takeaway.
Gilead Sciences
David Weir, Associate Director, Market Access & Policy - United Kingdom - June 2023
Had an excellent experience with CELforPharma in the Brand Planning Course. I feel equipped with the right tools to tackle markets and run the strategy process from insights to tactics. Highly recommend the course to people in Brand Management, Product Management and Strategic Marketing!
Evonik
Julia Born, Head of Market Communications Health Care - Germany - June 2023
This course has given me a very systematic view and approach of the brand planning process. Edouard is an excellent trainer and presenter. He broke the complex topics down into very manageable chunks, shared excellent examples and made sure that the 2 days were full of interaction. Excellent teaching and excellent facilitation, thanks a lot CELforPharma. 10/10!
Gilead Sciences
Michael Brenner, Senior Director, Value & Access - United Kingdom - June 2023
Brand plans and disease plans are a critical process in a pharmaceutical company. This course provides you with a great understanding of this process, as well as the toolbox to lead it or contribute to it.
Alexion
Piotr Myszkorowski, Associate Director Commercial Insights - Switzerland - November 2022
Great learning experience, with many ah-ha moments and useful frameworks I can directly add to my toolbox.
Across Health
Livia Dobes, Senior Consultant - Belgium - November 2022
Very valuable insights focused on the pharma market, in a very comprehensive and practical way.
Grifols
Angels Pardos, Customer Experience Training Director - Spain - May 2022
The Pharma Brand Planning Course was a great two days of insightful learnings and discussions with a variety of specialised individuals within the pharmaceutical industry.
Santen
Kaya Patel, Specialist, Front of the Eye Marketing - United Kingdom - May 2022
I found CELforPharma's brand planning course very useful and relevant to my job as a brand manager in a pharmaceutical company. The organisation was excellent and the lecturer, Edouard Demeire, was erudite and highly competent. Thank you!
Stada
Kristina Stoycheva, Junior Product Manager - Bulgaria - May 2022
Very informative course, with lots of hands-on group work.
Oval Medical Technologies
Elizabeth Margerison, Marketing Manager - United Kingdom - November 2021
Excellent course and excellent speaker. All elements of brand planning were covered: Strategic and Tactical. Thank you!
Roche
Semyon Grigorchuk, Marketing Leader - Russian Federation - November 2021
Great experience that changes the view of available data and how to use it. Edouard is full of energy and a very good lecturer who holds your attention. Working in groups and exchanging opinions and views is a complete success.
Inspharma
Vlada Velickovic, Product Manager - Serbia - November 2021
There was a great mixture of theory and industry examples / group work exercises during the course. Brand planning is not about filling in templates and Edouard did an excellent job at teaching us this and showing us different tools and plans we can use in our job roles. CELforPharma was always there to help and to ensure everything ran smoothly in the online format. Thank you very much!
medac
Janet Lauenstein, Global Product Manager - Germany - July 2021
I got an in-depth insight into all the things we should (or should try to) be aware of when preparing a brand plan from this training. Edouard really impressed me with his expertise on each topic. He made us think and rethink about our product strategy, plans, etc. There was lots of great content and it is so useful to have the course materials both printed and in PDF to be able to look back on and refresh the knowledge in the months/years to come. Many thanks!
Inspharma
Luka Macinkovic, Product Manager - Slovenia - July 2021
This was a really great course! The expert taught me so much in 2 days, including the importance of customer centricity and how brand plans should be agile, along with practical tips on how to write a brand plan. The organisation and service from the CELforPharma coordinator could not have been better and everything worked perfectly in the online format. Massive thanks to you both!
Astellas
Regina Erl, Brand Manager Uro-Oncology - Germany - July 2021
This course is really interesting and very interactive. The examples and exercises at each stage of the course allow us a total immersion into the pharma market. At the end, it becomes automatic and it really enriches the approach of the marketing plan, which is sometimes too rigid. I look forward to applying these tools to my next marketing brand plan!
Recordati
Bertille Cabet, International Marketing Manager - France - April 2021
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
THE CONTENT
A pharma brand plan can only succeed if it is grounded in a deep understanding of market dynamics and turns that understanding into actionable strategies and tactics. In today’s volatile and complex environment, this requires an agile, customer-centric process that brings together all market-facing functions.
This course provides a practical framework for mastering the three critical building blocks of a pharma brand plan: starting with actionable customer-journey insights, translating them into a robust strategy, and implementing agile tactics that maximise impact. You will also learn how to avoid common pitfalls in brand planning, such as overly rigid plans or strategies disconnected from real market realities.
If you want to strengthen your ability to design and execute brand plans that deliver real results in a fast-changing environment, this course is an essential investment!
This has been a very clear course, with practical insights on how to analyse the market and what issues you may encounter.
Alfa Intes
Giuliana Furiato, Marketing Specialist - Italy - June 2026
Hear directly from expert Edouard Demeire on why mastering brand planning is essential today, and what you can expect to take away from this course.
THE EXPERT
Edouard Demeire is a highly respected international authority on pharma marketing strategy with decades of experience training executives worldwide.
Previously Research Associate at INSEAD and Visiting Professor at CEDEP.
Author of "The Pharma Delta Effect: Winning Through Multi-Stakeholder Customer Value Differentiation" (2026).
Contributed to the design of Roche’s and Novartis’ brand planning processes.
Developed business simulations and decision-support tools widely used in the healthcare industry.
Trained tens of thousands of executives around the globe on pharma marketing strategy since 1990.
Praised for his out-of-the-box thinking and ability to transpose lessons from other industries, sparking creativity and new ideas.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is a must-attend for brand and product managers early in their careers who need to quickly develop both the tools and the way of thinking required for building successful brand marketing plans in today’s volatile environment.
It is equally valuable for more experienced brand managers and franchise leads seeking to refresh their skills, as well as for managers in Medical Affairs, Market Access, and Commercial functions who contribute to brand planning processes.
The interactive format combines expert-led teaching with a business case that runs throughout the two days, enabling you to practise each building block of the brand planning process step by step. Peer discussions and case-based examples ensure you leave with not only a structured framework but also practical experience that can be immediately applied to your own brand planning.
This course has given me a very systematic view and approach of the brand planning process. Edouard is an excellent trainer and presenter. He broke the complex topics down into very manageable chunks, shared excellent examples and made sure that the 2 days were full of interaction. Excellent teaching and excellent facilitation, thanks a lot CELforPharma. 10/10!
Gilead Sciences
Michael Brenner, Senior Director, Value & Access - United Kingdom
Analytical tools to discover and leverage patient-centric and stakeholder insights.
How to determine the brand's Critical Success Factors that will ensure the brand planning process leads to customer-centric tactics.
Processes and best practices for the two critical strategic decisions: “Where to play?” and “How to win?” (Segmentation & targeting – Positioning).
How to design the tactical mix for highly competitive “Red Ocean” markets.
How to make competition irrelevant by creating a highly innovative and new “Blue Ocean” market for your brand.
This course challenged me to think beyond tactical execution and approach pharmaceutical marketing from a broader strategic perspective. I particularly valued the focus on understanding customer needs, making meaningful strategic choices, and creating value beyond the product itself. I came away with a fresh perspective and greater confidence in contributing to brand strategy. I would recommend this course to anyone involved in pharmaceutical marketing and brand strategy who wants to develop a more strategic and customer-centric approach.
Grifols
Tarundeep Singh, Marketing Project Manager - Ireland - October 2026
Day 1
| Welcome & Introduction: Why and How to Develop Successful Brand Plans? (~1 h 30 min) |
|
| Understand Your Brand’s Market: Components of Insight Building (~1 h) |
|
| Group Work: From Data to Insights to SWOT to CSFs (~1 h) |
| Participants receive the Betaprolol case as pre-reading. In groups, they analyse the market to gain insights, build an effective SWOT and determine the CSFs. The CSFs are the link between a long-term brand strategy and an agile short-term tactical plan. Groups also use inputs from AI tools, for example to develop a patient-centric view. |
| Lunch Break |
| Group Presentations (~1 h) |
| Each group presents their findings and is challenged by both the expert and their peers. At the end, Edouard presents his solution, not as THE only correct solution, but to illustrate best practice. |
| “Where to Play?”: Defining and Prioritising Segments (~1 h) |
|
| Group Work: Designing Multi-stakeholder Segments & Prioritising Brand Opportunities (~30 min) |
| The groups continue with the Betaprolol case. They define and prioritise the market segments and associated brand opportunities. |
| “How to Win?”: Positioning Your Brand (~30 min) |
|
| Group Work: Brand Positioning and Value Propositions (~30 min) |
| The groups define a brand positioning statement, value propositions, as well as messages for the Betaprolol case. |
Day 2
| Recap of Day 1 (~15 min) |
| How to Develop Strategically Agile and Effective Tactics in Red Ocean Markets (~1 h 30 min) |
|
| Group Work: Tactical Plan Design, Presentation and Debrief (~1 h 30 min) |
| In groups, participants design a customer-centric, agile and effective tactical mix for the Betaprolol case in a red ocean market. Earlier in the course, the groups defined a few CSFs and the stakeholders who can make each CSF happen. Now they identify the tactics that create the beliefs and behaviours these stakeholders need for each CSF. This customer-centric approach helps brand teams develop tactics that drive brand success effectively and efficiently. The groups present their outcomes, which are discussed in plenary. |
| Optimising the Impact of Your Tactical Plan During Design and Execution. (~1 h) |
In the previous group work, teams designed their tactical plans without resource constraints. This session gives them take-home tools to optimise those plans:
For each tool, the expert first explains how to apply it. Participants then discuss in plenary what it means for the Betaprolol case. |
| Lunch Break |
| Blue Ocean Markets: Making Competition Irrelevant Through Customer Value (~1 h 30 min) |
In red ocean markets, success comes from focus, agility and efficient execution. In blue ocean markets, it comes from making competition irrelevant by creating a new market through value innovation.
|
| Group Work: Creating a Blue Ocean for Betaprolol (~30 min) |
| Customer value only works when you go beyond general definitions. In groups, participants identify the stakeholders in the Betaprolol case and define the product benefits, non-product benefits and customer costs for each. They then find opportunities for value innovation that create a true blue ocean market. The outcomes are discussed in plenary. |
| Wrap-up (~30 min) |
|
TIMING & LOCATION
Live Online: Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris 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 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
For live online courses:
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
You will receive Edouard Demeire's book The Pharma Delta Effect: Winning Through Multi-Stakeholder Customer Value Differentiation (2026)
For face-to-face courses:
Access to a highly interactive, small-group course (max 20 participants)
Course materials in both digital and hard copy format
Certificate of attendance signed by the experts and CELforPharma
Opportunities for networking and informal discussions during coffee/tea breaks and lunch
A group dinner in a nearby restaurant on the evening of day 1
You will receive Edouard Demeire's book The Pharma Delta Effect: Winning Through Multi-Stakeholder Customer Value Differentiation (2026)
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.
The course gave our team a systematic overview of the brand planning process in an easy-to-follow and engaging manner. Covering such a complex topic in just a day and a half takes a truly skilled trainer, and Edouard delivered it exceptionally well. The practical tips and real-world examples made the content even more valuable and helpful.
Lenis
Andreja Lisjak, Commercial Director - Slovenia
This course challenged me to think beyond tactical execution and approach pharmaceutical marketing from a broader strategic perspective. I particularly valued the focus on understanding customer needs, making meaningful strategic choices, and creating value beyond the product itself. I came away with a fresh perspective and greater confidence in my ability to contribute to brand strategy. I would recommend this course to anyone involved in pharmaceutical marketing and brand strategy who wants to develop a more strategic, customer-centric approach.
Grifols
Tarundeep Singh, Marketing Project Manager - Ireland - October 2026
This has been a very clear course, with practical insights on how to analyse the market and what issues you may encounter.
Alfa Intes
Giuliana Furiato, Marketing Specialist - Italy - June 2026
Edouard shared valuable knowledge in an understandable and engaging way, and I really enjoyed the course while learning a lot. My understanding of doctors as customers has improved significantly, giving me new perspectives that I can apply in my work.
Unicoms
Blagovesta Zhelyazkokva, Marketing Director - Bulgaria - June 2026
A great course with useful steps that can be applied right away.
Chiesi
Stijn van Steenoven, Brand Manager Benelux - The Netherlands - December 2025
A highly valuable course when you haven't been involved in the brand planning process before. Everything was well taken care of during the training. Thank you!
Takeda
Joyce Schleeper, Marketing Operations Associate - The Netherlands - December 2025
Clear steps and simple, practical tools made the course easy to follow without being overwhelming. The hands-on case was engaging, and the experienced teacher shared many examples that made the learning very interesting.
Chiesi
Julie Leblanc, Brand Manager - Belgium - October 2025
The course provides a comprehensive understanding of the brand and disease planning process, backed by practical tools to lead or contribute effectively. Edouard's clear and thorough teaching, combined with case studies, made complex concepts come to life, leaving me with valuable insights that I can immediately apply.
Biotest
Nadja Wetzel, Product Manager - Germany - November 2024
As a beginner in the subject, I found the course quite intense but incredibly insightful. The amount of new information presented was substantial, making it both challenging and rewarding. The instructor was engaging and made a genuine effort to make the material accessible and relatable to everyone in the group.
JGL
Mirta Meštrović Saršon, Product & Launch Manager - Croatia - November 2024
Great course: relevant topic, useful information & tools, great speaker!
Abbott
Julie Michel, Patient, Market Insights and Competitive Intelligence Manager - France - June 2024
The Pharma Brand Planning Course was such a great learning experience led by expert Edouard Demeire and perfectly organised by CELforPharma. Special thanks to CELforPharma for being so friendly & helpful.
Roche
Nermeen Makky, Strategy Lead Learning Transformation - United Arab Emirates - June 2024
What a fantastic course that brought brand planning theory to life through relatable case studies and real-world examples. I’m walking away from the course much more knowledgeable and informed!
Sciensus
Katie Duncalf, Digital Commercialisation & Partnership Lead - United Kingdom - June 2024
A great training on pharmaceutical marketing that gives hands-on tools to better plan, execute and control the brand management process.
AOP Orphan
Oana Simina Patrone, Corporate Alliance Manager - Austria - November 2023
It’s great to find an industry-specific training which is of this high quality.
Veeva
Sally Eckhart, Program Manager - United Kingdom - November 2023
This is a great course for those wishing to move to marketing. Edouard is very clear and thorough in his teachings and gives lots of valuable insights to takeaway.
Gilead Sciences
David Weir, Associate Director, Market Access & Policy - United Kingdom - June 2023
Had an excellent experience with CELforPharma in the Brand Planning Course. I feel equipped with the right tools to tackle markets and run the strategy process from insights to tactics. Highly recommend the course to people in Brand Management, Product Management and Strategic Marketing!
Evonik
Julia Born, Head of Market Communications Health Care - Germany - June 2023
This course has given me a very systematic view and approach of the brand planning process. Edouard is an excellent trainer and presenter. He broke the complex topics down into very manageable chunks, shared excellent examples and made sure that the 2 days were full of interaction. Excellent teaching and excellent facilitation, thanks a lot CELforPharma. 10/10!
Gilead Sciences
Michael Brenner, Senior Director, Value & Access - United Kingdom - June 2023
Brand plans and disease plans are a critical process in a pharmaceutical company. This course provides you with a great understanding of this process, as well as the toolbox to lead it or contribute to it.
Alexion
Piotr Myszkorowski, Associate Director Commercial Insights - Switzerland - November 2022
Great learning experience, with many ah-ha moments and useful frameworks I can directly add to my toolbox.
Across Health
Livia Dobes, Senior Consultant - Belgium - November 2022
Very valuable insights focused on the pharma market, in a very comprehensive and practical way.
Grifols
Angels Pardos, Customer Experience Training Director - Spain - May 2022
The Pharma Brand Planning Course was a great two days of insightful learnings and discussions with a variety of specialised individuals within the pharmaceutical industry.
Santen
Kaya Patel, Specialist, Front of the Eye Marketing - United Kingdom - May 2022
I found CELforPharma's brand planning course very useful and relevant to my job as a brand manager in a pharmaceutical company. The organisation was excellent and the lecturer, Edouard Demeire, was erudite and highly competent. Thank you!
Stada
Kristina Stoycheva, Junior Product Manager - Bulgaria - May 2022
Very informative course, with lots of hands-on group work.
Oval Medical Technologies
Elizabeth Margerison, Marketing Manager - United Kingdom - November 2021
Excellent course and excellent speaker. All elements of brand planning were covered: Strategic and Tactical. Thank you!
Roche
Semyon Grigorchuk, Marketing Leader - Russian Federation - November 2021
Great experience that changes the view of available data and how to use it. Edouard is full of energy and a very good lecturer who holds your attention. Working in groups and exchanging opinions and views is a complete success.
Inspharma
Vlada Velickovic, Product Manager - Serbia - November 2021
There was a great mixture of theory and industry examples / group work exercises during the course. Brand planning is not about filling in templates and Edouard did an excellent job at teaching us this and showing us different tools and plans we can use in our job roles. CELforPharma was always there to help and to ensure everything ran smoothly in the online format. Thank you very much!
medac
Janet Lauenstein, Global Product Manager - Germany - July 2021
I got an in-depth insight into all the things we should (or should try to) be aware of when preparing a brand plan from this training. Edouard really impressed me with his expertise on each topic. He made us think and rethink about our product strategy, plans, etc. There was lots of great content and it is so useful to have the course materials both printed and in PDF to be able to look back on and refresh the knowledge in the months/years to come. Many thanks!
Inspharma
Luka Macinkovic, Product Manager - Slovenia - July 2021
This was a really great course! The expert taught me so much in 2 days, including the importance of customer centricity and how brand plans should be agile, along with practical tips on how to write a brand plan. The organisation and service from the CELforPharma coordinator could not have been better and everything worked perfectly in the online format. Massive thanks to you both!
Astellas
Regina Erl, Brand Manager Uro-Oncology - Germany - July 2021
This course is really interesting and very interactive. The examples and exercises at each stage of the course allow us a total immersion into the pharma market. At the end, it becomes automatic and it really enriches the approach of the marketing plan, which is sometimes too rigid. I look forward to applying these tools to my next marketing brand plan!
Recordati
Bertille Cabet, International Marketing Manager - France - April 2021
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Need help to find the right course? Email Inge Cornelis or call +32 473 65 15 77.