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. What Pharma Marketing is and why market-led organisations will be more successful.
  2. Critical patient and stakeholder insight generation to which all functions can contribute.
  3. How to gain critical disease market insights from business intelligence data.
  4. Essentials of brand strategy development: Where to play & how to win (Segmentation & Positioning).
  5. How pharma marketers develop tactical plans based on customer-centric insights.
  6. How to create cross-functional synergies between Sales, R&D, Medical Affairs, Market Access and Marketing, contributing to a brand’s commercial success.

Additional Benefits

  • Benefit from Edouard’s wealth of experience in training & coaching executives in numerous pharma companies on best-practice pharma marketing.
  • Receive Edouard’s book 'GOOD PHARMA. How Marketing Creates Value in Pharma' (Corstjens & Demeire, 2014)


Why You Should Attend

In today’s environment (market access hurdles, multiple stakeholders, patient power etc.) many non-marketers and non-marketing functions play a critical role, along a brand’s lifecycle, in achieving a pharmaceutical brand’s commercial success. It is therefore of paramount importance that executives in non-marketing functions understand what determines the commercial success of pharmaceuticals. In addition, pharma companies need to slash the boundaries between the traditional functional "silos" and create an organisation that fosters cross-functional collaboration.

The Expert: Edouard has, as a part time faculty member of leading institutes such as CEDEP (located on the INSEAD campus), Solvay Business School in Brussels and C.E.L.forpharma, a great ability to deliver conceptually clear definitions of commercial concepts which are sometimes fuzzy in practitioner minds. At the same time, being a trainer & consultant to many pharma companies in medical, marketing, access and sales areas, Edouard has a thorough understanding of the daily work situations in pharma companies, in developed as well as in emerging markets, and across many therapeutic markets. 

Edouard Demeire has also written a down-to-earth book in collaboration with INSEAD professor Marcel Corstjens that lays out the realities of successfully marketing a pharmaceutical product today: GOOD PHARMA. How Marketing Creates Value in Pharma (Corstjens & Demeire, 2014).

Pharma Marketing for Non-Marketing Functions is the only available public training course delivered by Edouard Demeire on this topic.

Agenda of the Pharma Marketing for Non-Marketing Functions course


Day 1 – Understanding Pharma Marketing Decision Making



Welcome & Audience Expectations


What is Pharma Marketing?


  • Understanding the rationale and differences, as well as the strengths and weaknesses of the 3 different company cultures in the pharma industry:
    • Sales culture
    • Product Innovation culture
    • Market-led culture
  • How do you know your company is market-led?
  • Differences between pharma marketing and consumer goods marketing
11:45Coffee Break


Insight Generation in the Market-led Pharma Company

  • Why market research?
  • The Patient Flow: quantifying a brand’s market potential by analysing patient population data & dynamics
  • The Patient Journey: gaining insight from the patient’s interaction with his/her environment
  • Analysing the beliefs & behaviours of stakeholders along the patient journey to identify the true leverage points


Group Exercise 1 – Understanding a Disease Market

  • Using a case on heart failure, delegates (in groups of 3-4) will need to understand and unravel the market:  the competition, healthcare practitioners, patients and other stakeholders. They will learn to gain critical disease market insights from business intelligence data
  • Groups will present and discuss their findings in plenary


Essentials of Brand Strategy Development – from SWOT to Strategy

  • Gaining KEY insights into the situation:  The SWOT analysis
  • What is a strategy and how does it apply to the marketing of pharmaceuticals?


Essentials of Brand Strategy Development - SEGMENTATION

  • What is segmentation and why segment the market ?
  • Why bad segmentation leads to bad decisions
  • An overview of a 3 step segmentation process, including Target Segment Selection
  • What is a good segmentation in pharma?
15:30Coffee Break


Essentials of Brand Strategy Development - POSITIONING

  • What is positioning and why it is important
  • The process and tools pharma marketers use to determine the brand’s optimal positioning
  • Criteria for a good competitive positioning statement


Market-Led Tactical Development

  • Stages in the prescriber adoption process
  • Typical marketing tactics used to influence decision making of healthcare practitioners
  • Best practice methodology used to select the optimal tactical mix for a brand or franchise


Group Exercise 2 – Deciding on Marketing Tactics

  • Delegates will need to apply this methodology on the heart failure market to decide on the best multichannel approach to change stakeholder behaviour and beliefs
  • Groups will present and discuss their findings in plenary




Group Dinner


Day 2 - How Marketing Interfaces with Other Functions



Recap of Day 1


Performance Management


  • Pros & Cons of KPIs typically used in pharma marketing
  • How to measure them  - issues – dos & don’ts


Implementation in the Field – The Sales Force


  • The Sales Reps: selling approaches – planning issues - required skills – performance metrics – CRM
  • How sales rep reports can help to shape and adjust strategy and HCP segmentation
  • Key Account Management: what are “accounts”? – pros & cons of consultative selling - responsibilities
10:00Coffee Break


Marketing Input Into R&D

  • How Unmet Medical Need and Disease Market Attractiveness help prioritizing areas of R&D and drive R&D strategic decisions
  • Example from an oncology product
  • Determining the Target Product Profile based on competitive landscape analysis
  • Example in multiple sclerosis of how alternative TPPs are evaluated using conjoint measurement research techniques


The Marketing-Medical Interface

  • How medical information sources can feed into competitive strategy
  • The impact of the migration of clinical data dissemination from the marketing to the medical function (for compliance reasons)
  • How Medical Affairs can increase sales with new value-added patient-centric services for clinicians


Group Exercise 3 – Delivering Value to Key Opinion Leaders

  • Working in groups, delegates will decide on an action plan for collaborating with a KOL


Marketing & Market Access

  • The hurdles for pharmaceuticals to get access to patients: HTA - pricing & reimbursement - budget availability
  • Basics of health economics and how this discipline determines payer’s decision making
  • Best-practice in developing a market access plan and the role of marketing therein
15:15Coffee Break


Group Exercise 4 –  Healthcare Systems and Market Access Tactics

  • Delegates will identify how differences in healthcare systems impact on the success of a brand, using a case in the Monoclonal Antibody market. Each group will be assigned to a healthcare system, for which they will determine which stakeholders are key for their regional situation
  • Groups will present their findings in plenary and tactics addressing the access challenges will be discussed in the plenary


Final Wrap-up



>> 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, as well as group work and plenary discussion sessions. Working in groups of 3-5 delegates on a heart failure case and a monoclonal antibody 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?

As the course title suggests, this pharma marketing training is specifically designed for non-marketers. In particular:

  • Executives in medical affairs, sales, market access, public affairs, health economics, business intelligence,  etc., who need to understand how their role can contribute to the commercial success of pharmaceuticals.
  • Executives in finance, ICT, human resources, regulatory etc., who need to understand the marketing function and how the different functional sub-strategies should be aligned with the brand strategy.
  • Suppliers of professional services to the healthcare industry who need to understand how their services contribute to the commercialisation of pharmaceutical products.


Past Participants

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


Job Title



Pricing ManagerAbbottRussia
Market Access ManagerAbbVieBelgium
Business Excellence ManagerAlexionSwitzerland
Manager, Event Operations EMEAC & JAPACAlexion PharmaSwitzerland
Global Sales Force Planning & Incentive Compensation ManagerAlexion PharmaSwitzerland
Hospital Value Program ManagerEdwards LifesciencesGermany
Program Manager – Economic ValueEdwards LifesciencesSwitzerland
Medical DirectorExcerpta MedicaThe Netherlands
Medical Lead Immunology & InflammationGaldermaFrance
Deputy Director Business Evaluation & Insight, Commercial DepartmentHelsinn HealthcareSwitzerland
Director BQ EMEA Emerging MarketsJanssenBelgium
Medical DirectorLEO PharmaSwitzerland
Chief Financial OfficerMerckUnited Kingdom
Associate Sales DirectorMundipharmaEgypt
Finance DirectorMundipharmaEgypt
Supply Chain DirectorMundipharmaEgypt
KAM OncologyPharma MarBelgium
Europe Patient SolutionsSanofiFrance
VP, Retina Franchise and Global Pharmaceutical DevelopmentSantenUSA
Country Medical LeadShireGreece
Head of Clinical DevelopmentToray International EuropeGermany
Vice-President: Commercial Content EMEAVeeva SystemsUnited Kingdom
Senior ConsultantVeeva SystemsGermany



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.​​​

  • 21-22 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

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
  • Book: GOOD PHARMA. How Marketing Creates Value in Pharma (Corstjens & Demeire, 2014)


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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