The Pharma Omnichannel Customer Engagement Course
With Dan Buckland
Course Details
THE CONTENT
Are your multichannel tactics really engaging HCPs, or just adding noise?
The pharma industry is facing an engagement crisis. While digital activity has exploded, genuine customer connection has not. True omnichannel engagement is not about more emails, websites, or webinars. It is about designing meaningful experiences around what healthcare professionals (HCPs) actually need.
This course provides a clear, practical roadmap to build true customer engagement in a noisy, complex environment. You will learn how to translate brand strategy into customer-focused engagement plans, create content that attracts rather than interrupts, and design data-informed experiences that build trust and drive measurable results.
Across two days of interactive learning, you will explore best practices, analyse real-world examples, and work through hands-on exercises to develop your own omnichannel engagement plan. You will also discover how to connect strategy, content, and CRM to deliver the personalised experiences today’s HCPs expect.
If you want to turn omnichannel from a buzzword into a powerful enabler of trust, relevance, and performance, this course will show you how!
THE EXPERT
Dan Buckland, Agency Director at Brandcast Health, leads an award-winning agency recognised for its customer-centric, inbound content marketing in the pharma industry.
He has over 15 years of experience helping pharma and medical organisations engage healthcare professionals through credible, evidence-based communication.
Influential speaker and digital opinion leader, known for bringing fresh, practical perspectives on omnichannel engagement and content strategy.
Passionate about challenging traditional promotional models and driving a shift towards authentic, trust-based customer relationships.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This two-day, hands-on course is designed for pharma and biotech professionals who want to turn omnichannel buzzwords into practical business impact.
It is particularly relevant for:
Brand Managers and Marketers looking to align strategy and execution across channels
Customer Engagement and Omnichannel Leads driving the transformation from promotion to partnership
The course combines concise theory, live demonstrations, and collaborative group exercises built around real-world pharma scenarios. By the end, you will have built a complete omnichannel engagement plan for a fictitious brand, allowing you to translate the learnings into your own business reality.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
Understand why pharma’s challenge in engaging HCPs cannot be solved by adding more channels, and what true omnichannel engagement means.
Apply frameworks such as “Get / Who / To / By” and COM-B to translate brand goals into customer engagement objectives.
Practise shifting from promotional messaging to meaningful, trust-based communication that resonates with HCPs.
Build an omnichannel content strategy that integrates inbound and outbound approaches to attract, engage, and convert HCPs.
Explore the role of CRM and data-driven insights in personalising communication and improving campaign impact.
Gain practical experience in designing a customer journey and channel mix that supports the brand strategy and delivers measurable results.
Day 1
| Welcome & General Introduction (~30 min) |
|
| Mindset Shift: From Promotion to Engagement (~30 min) |
|
| Group Exercise: Making Email Engaging (~45 min) |
| To practise this shift in mindset, participants will review an email campaign from a pharma company to HCPs in small groups. They will rewrite it to improve engagement. Findings will be discussed in plenary. |
| The Starting Point of Omnichannel Engagement Strategy: Brand Strategy (~1 h 15 min) |
|
| Lunch Break |
| Group Exercise: Identifying Barriers to Adoption of a Pharma Brand (~30 min) |
| In small groups, participants will hypothesise potential barriers to the adoption of a fictitious brand. Findings will be discussed in plenary. |
| From Brand Strategy to Customer Engagement (~1 h 30 min) |
|
| The Role of Data & CRM (~45 min) |
|
| Closing of Day 1 (~15 min) |
Day 2
| Recap from Day 1 & Q&A (~15 min) |
| Group Exercise on a Business Case: Creating an Omnichannel Content Strategy (~2 h) |
In small groups, participants will build an omnichannel content strategy for a fictitious brand by going through the following steps:
|
| Optimising Some Key Customer Touchpoints (~45 min) |
Best practices in the most commonly used inbound and outbound channels:
|
| Lunch Break |
| Group Exercise on a Business Case: Creating a Customer Journey (~2 h) |
| Continuing the business case, participants will work out the channel mix and flow for a selection of marketing initiatives. These will then be mapped out against the customer journey and aligned with the sales funnel. |
| How to Measure and Improve Impact (~30 min) |
|
| Group Exercise: Interpreting Channel Statistics (~1 h) |
| In small groups, participants will review analytics from specific campaigns and channels, and develop insights on why we see these trends, and what we should do about it. Findings will be discussed in plenary. |
| Final Reflections and Q&A (~30 min) |
UPCOMING DATES & FORMATS - FEES
12-13 March 2026
Brussels
Early bird € 2 970
(until 23/01/2026)
(Full fee € 3 370)
TIMING & LOCATION
Live Online (CET): Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).
Live Online (EST): Zoom sessions between 8 AM and 4 PM EST (Eastern Standard 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, Director Business Operations, 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.Alternatively, download the offline registration form and send the completed form to Annelies Swaan.
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 expert and CELforPharma
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 expert 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
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 & self-study programme: 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 (Director, Client & Product Projects) or call +32 473 65 15 77
Course Details
Dates & Locations
Upcoming Session
12-13 March 2026, Brussels
Early bird € 2 970
(until 23/01/2026)
(Full fee € 3 370)
Prices are excl. VAT
THE CONTENT
Are your multichannel tactics really engaging HCPs, or just adding noise?
The pharma industry is facing an engagement crisis. While digital activity has exploded, genuine customer connection has not. True omnichannel engagement is not about more emails, websites, or webinars. It is about designing meaningful experiences around what healthcare professionals (HCPs) actually need.
This course provides a clear, practical roadmap to build true customer engagement in a noisy, complex environment. You will learn how to translate brand strategy into customer-focused engagement plans, create content that attracts rather than interrupts, and design data-informed experiences that build trust and drive measurable results.
Across two days of interactive learning, you will explore best practices, analyse real-world examples, and work through hands-on exercises to develop your own omnichannel engagement plan. You will also discover how to connect strategy, content, and CRM to deliver the personalised experiences today’s HCPs expect.
If you want to turn omnichannel from a buzzword into a powerful enabler of trust, relevance, and performance, this course will show you how!
THE EXPERT
Dan Buckland, Agency Director at Brandcast Health, leads an award-winning agency recognised for its customer-centric, inbound content marketing in the pharma industry.
He has over 15 years of experience helping pharma and medical organisations engage healthcare professionals through credible, evidence-based communication.
Influential speaker and digital opinion leader, known for bringing fresh, practical perspectives on omnichannel engagement and content strategy.
Passionate about challenging traditional promotional models and driving a shift towards authentic, trust-based customer relationships.
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This two-day, hands-on course is designed for pharma and biotech professionals who want to turn omnichannel buzzwords into practical business impact.
It is particularly relevant for:
Brand Managers and Marketers looking to align strategy and execution across channels
Customer Engagement and Omnichannel Leads driving the transformation from promotion to partnership
The course combines concise theory, live demonstrations, and collaborative group exercises built around real-world pharma scenarios. By the end, you will have built a complete omnichannel engagement plan for a fictitious brand, allowing you to translate the learnings into your own business reality.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
Understand why pharma’s challenge in engaging HCPs cannot be solved by adding more channels, and what true omnichannel engagement means.
Apply frameworks such as “Get / Who / To / By” and COM-B to translate brand goals into customer engagement objectives.
Practise shifting from promotional messaging to meaningful, trust-based communication that resonates with HCPs.
Build an omnichannel content strategy that integrates inbound and outbound approaches to attract, engage, and convert HCPs.
Explore the role of CRM and data-driven insights in personalising communication and improving campaign impact.
Gain practical experience in designing a customer journey and channel mix that supports the brand strategy and delivers measurable results.
Day 1
| Welcome & General Introduction (~30 min) |
|
| Mindset Shift: From Promotion to Engagement (~30 min) |
|
| Group Exercise: Making Email Engaging (~45 min) |
| To practise this shift in mindset, participants will review an email campaign from a pharma company to HCPs in small groups. They will rewrite it to improve engagement. Findings will be discussed in plenary. |
| The Starting Point of Omnichannel Engagement Strategy: Brand Strategy (~1 h 15 min) |
|
| Lunch Break |
| Group Exercise: Identifying Barriers to Adoption of a Pharma Brand (~30 min) |
| In small groups, participants will hypothesise potential barriers to the adoption of a fictitious brand. Findings will be discussed in plenary. |
| From Brand Strategy to Customer Engagement (~1 h 30 min) |
|
| The Role of Data & CRM (~45 min) |
|
| Closing of Day 1 (~15 min) |
Day 2
| Recap from Day 1 & Q&A (~15 min) |
| Group Exercise on a Business Case: Creating an Omnichannel Content Strategy (~2 h) |
In small groups, participants will build an omnichannel content strategy for a fictitious brand by going through the following steps:
|
| Optimising Some Key Customer Touchpoints (~45 min) |
Best practices in the most commonly used inbound and outbound channels:
|
| Lunch Break |
| Group Exercise on a Business Case: Creating a Customer Journey (~2 h) |
| Continuing the business case, participants will work out the channel mix and flow for a selection of marketing initiatives. These will then be mapped out against the customer journey and aligned with the sales funnel. |
| How to Measure and Improve Impact (~30 min) |
|
| Group Exercise: Interpreting Channel Statistics (~1 h) |
| In small groups, participants will review analytics from specific campaigns and channels, and develop insights on why we see these trends, and what we should do about it. Findings will be discussed in plenary. |
| Final Reflections and Q&A (~30 min) |
UPCOMING DATES & FORMATS - FEES
12-13 March 2026
Brussels
Early bird € 2 970
(until 23/01/2026)
(Full fee € 3 370)
TIMING & LOCATION
Live Online (CET): Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).
Live Online (EST): Zoom sessions between 8 AM and 4 PM EST (Eastern Standard 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, Director Business Operations, 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.Alternatively, download the offline registration form and send the completed form to Annelies Swaan.
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 expert and CELforPharma
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 expert 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
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 & self-study programme: 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 (Director, Client & Product Projects) or call +32 473 65 15 77