A 2-Day Training Course Delivered By
Annelien Van BoxlaerRuud Kooi

Ruud Kooi & Annelien Van Boxlaer

  • VPs of Across Health, Europe's leading consultancy specialised in cross-channel marketing and digital communication in life sciences.
  • Ruud is a former senior marketing leader at Janssen, having worked for teams responsible for igniting regional projects, pilots and programs as well as executing at a local affiliate level.
  • Annelien is VP of Innovation Strategy at Across Health having formerly worked as a marketing manager at AstraZeneca, where she was involved in developing cross-channel strategies across several therapy areas and lifecycle stages.
  • Both experts are highly respected by their pharma clients for their functional knowledge and hands-on experience, ranging from digital strategy formulation to leading regional and local implementation.

By Attending This Course, You Will

  1. Be able to define a digital strategy for your brand or therapeutic area to stay competitive.
  2. Know how to select the digital tactics which are best suited to achieve your specific brand plan drivers and leverage points.
  3. Decide per tactic how ambitious you want to be and what it takes to implement your preferred tactic in your preferred scope.
  4. Know how to tightly integrate digital into your overall marketing, sales and medical education strategy and ensure “fusion” of your online and offline efforts while respecting legal and regulatory guidelines.
  5. Learn from well-metricised examples of successful e-tactics for physicians, consumers/caregivers and other new stakeholders like payers, nurses and pharmacists.
  6. Know whether you are focussed on the right KPIs and be able to answer ROI related questions concerning your digital tactics.
  7. Receive Across Health's book Delighting Pharma Customers in the Omnichannel Age - which is described as "the missing manual for pharma marketers".

 

Why You Should Attend

The Content: This course not only provides you with an explanation behind concepts, tactics and trends, but more importantly, it discusses the integration of digital in the overall business strategy and marketing plans. The course also examines the perspective of the customer and other stakeholders and uses multiple, real, best-practice cases to bring the theory to life.

The Experts: Our experts, Ruud Kooi & Annelien Van Boxlaer, not only have international experience in digital marketing but also have built up very strong reputations within the international digital community as high-impact consultants and trainers.

The Strategic Digital Pharma Marketing Course is the only available public training course delivered by Ruud & Annelien on the topic of digital pharma marketing.

Agenda

 

Day 1 

 

10:00

Welcome & General Introduction

10:30

Insight: Online Landscape Analysis

 

  • Which key industry changes are accelerating the move to digital?
  • Online behaviour and trends of physicians, patients and other stakeholders.
  • Benchmarking surveys and other sources for a competitive assessment.
  • Internal analysis: How to assess the e-maturity of your company?
  • Technology trend analysis: Which new technologies may influence the patient-physician-pharma relationship … and by when?
11:00Coffee Break

11:15

Innovation: Defining a Digital Strategy

 
  • Strategy is a major bottleneck in most pharma companies!
  • Step 1: Determine the buying process and key leverage points
  • Step 2: Select amongst the 7 generic e-strategies and prioritise e-tactics
  • Step 3: Create the 3-year roadmap
  • Models, case studies and insights to help you understand the complex buying journey and how you can influence it through media 

12:00

Elbonia Simulation Game - Exercise 1

 
  • Exercise: define your objectives
12:30Lunch

13:30

IPad Detailing

 
  • The (sad) realities of tablet detailing
  • What is needed for success? … Closed Loop Marketing!
  • How to activate your sales force
  • Exercise: define your own detail-aid

14:30

HCP Self-service Portals

 
  • Learning from best practices in non-pharma industries
  • Discussing examples of pharma portals
  • The 4 different ways to make an impact
  • Exercise: define your own homepage
15:30Coffee Break

15:45

Medical Education

 
  • Why webcasts are impactful
  • Success factors
  • Best practices in pharma
  • The 5 key steps to influencing treatment choice through eMeetings
  • Exercise: extending the reach of a symposium

16:45

Remote Detailing

 
  • Benefits of teledetailing
  • Success factors
  • Best practices in pharma

17:30

Close

 

Group Dinner

 

Day 2

 

09:00

E-mail Marketing

 
  • Success Factors
  • Exercise: Create an effective email

10:00

Search Engine Marketing

 

  • How consumers and HCP search for health on Google
  • SEO & SEA: how it works – pros & cons - examples

10:15

Social Media

 

  • The social media landscape
  • Social media in life sciences
  • Social objectives and appropriate social technologies in Pharma
10:30Coffee Break

10:45

Mobile Marketing

 
  • General trends & technologies
  • Mobile in Healthcare

11:00

Elbonia Simulation Game – Exercise 2

 
  • Exercise: Define your channel mix

11:30

Impact: ROI and other KPIs

 
  • Factors that determine ROI in digital marketing
  • Using Google Analytics to measure Reach & Advocacy
  • How to measure engagement
  • How to measure conversion (e.g. Net Promoter Score)
  • Issues
  • Exercise: plan your KPIs
  • Exercise: improve a current campaign

12:00

Bringing it all together: Building a Multichannel Campaign

 
  • Using a 3 phase methodology to optimise the channel mix
  • The “Multichannel Equivalent” concept
  • Designing the marketing mix at the HCP level
12:30Lunch

13:30

Elbonia Simulation Game – Exercise 3

 
  • Exercise: Define your own campaign

15:30

Final Thoughts & Closing

 

Learning Methodology

Ruud Kooi & Annelien Van Boxlaer are very experienced in leading interactive sessions and will actively engage participants in discussion, answering any questions that may arise. Group exercises will be used throughout the course which will help delegates learn how to apply the theory and frameworks to their own situation. A simulation game runs through the 2 days so that participants can assimilate the course content by putting the theory into practice. 

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?

This workshop is designed for innovative marketing, sales and medical education staff who want to optimise their communication mix and enhance customer-centricity through the selective adoption of digital.

As this course is delivered by Ruud & Annelien 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, Head of Business Operations, for more information (annelies.swaan@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

Company

Country

Product Manager Structural Heart EMEAAbbottBelgium
Customer Excellence Director Western Europe & CanadaAbbvieFrance
Multi-Channel Marketing SpecialistAbdi IbrahimTurkey
Associate Director, Global Strategic Marketing Dept, Project leaderActelionSwitzerland
Business Unit Manager - General MedicineAmgenBelgium
Junior Product ManagerBayer Healthcare PharmaceuticalsBelgium
Product ManagerBoehringer IngelheimDenmark
Marketing and Sales ManagerBristol-Myers SquibbIreland
Salesforce Effectiveness ManagerCelgeneSpain
National Sales ManagerChiesiBelgium
Global Brand ManagerCrucellNetherlands
Associate Digital & Analog Channel ManagementDaiichi SankyoGermany
Marketing ManagerEgisBulgaria
Portfolio & Marketing Manager - OncologyFreseniusGermany
Senior Brand ManagerGaldermaGreece
IT Manager, Project Management – Web & MobileJanssenUnited Kingdom
Patient Solutions ManagerLEO PharmaUnited Kingdom
Product Manager neurologyMerck GroupNetherlands
Brand & Customer ManagerMerck Sharp & DohmeIreland
Director - Integrated Insights OphthalmologyNovartisSwitzerland
Global Marketing CoordinatorNovo NordiskSwitzerland
International Product Manager EMEAOrphan EuropeFrance
Informatics & Logistics DirectorRocheItaly
Brand Manager DiabetesSanofiBelgium
Digital Marketing and Communication CoordinatorSanofi PasteurFrance
Marketing DirectorSantenFinland
VP Strategic Planning & Commercial ExcellenceShionogiUnited Kingdom
Business Insights Analyst, France & BeneluxShireFrance
Sr. Dir. Commercial SupportTevaNetherlands
EU Content ManagerUCBIreland
Global Medical Affairs Medical Education Nephrology Senior ManagerVifor PharmaSwitzerland

 

Testimonials

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.

  • 9-10 November 2017, 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.

renaissance_london_heathrow.jpg

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

  • 12-13 December 2017, Brussels

This course takes place at the Parker Hotel Brussels Airport which is located 5 minutes from Brussels National Airport by complimentary hotel shuttle and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar).

parker_hotel_brussels_airport.jpg

Address: Bessenveldstraat 15, 1831 Diegem, Belgium
Tel: +32 2 713 66 66
 

  • 14-15 June 2018, Brussels

This course takes place at the Parker Hotel Brussels Airport which is located 5 minutes from Brussels National Airport by complimentary hotel shuttle and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar).

parker_hotel_brussels_airport.jpg

Address: Bessenveldstraat 15, 1831 Diegem, Belgium
Tel: +32 2 713 66 66
 

  • 18-19 October 2018, Zurich

This course takes place at the Hilton Zurich Airport Hotel which is located just five minutes from Zurich Kloten Airport with the complimentary shuttle. Zurich’s vibrant city centre is located only a fifteen minutes’ drive away.

hilton_zurich.jpg

Address: Hohenbuehlstrasse 10, Opfikon-Glattbrugg 8152, Switzerland
Tel: +41 44 828 50 50
 

  • 11-12 December 2018, 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.

renaissance_london_heathrow.jpg

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, 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 Experts
  • 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, Head of Business Operations, (annelies.swaan@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 in step 1 and company / invoicing details in step 2.
  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 a pro-forma invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Britt De Cat.
(email: britt.decat@celforpharma.com or call: +32 2 709 01 44)

 

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 1 week prior to the event, to another course held within one year of the original course date.

Participant Cancellation

  • Cancelling 5 weeks or more prior to the course: cancellation fee of €250.
  • Cancelling 4 to 3 weeks prior to the course: 25% of the invoiced registration fee.
  • Cancelling 14 to 7 working days prior to the course: 50% of the invoiced registration fee.
  • Fewer than 7 working days 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 paid registration fees.

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