A 2-Day Training Course Delivered By
Vladimir Rogiers

Vladimir Rogiers

  • Senior Consultant with Across Health, Europe's leading consultancy specialised in omnichannel customer engagement strategies for life science organisations.
  • Healthcare industry leader in the multi-channel space with specific expertise in patient-centric strategy and campaign management.
  • Worked as dedicated digital marketing consultant for big players in the healthcare industry (e.g. Johnson & Johnson).
Jan KeuppensVladimir Rogiers

Jan Keuppens & Vladimir Rogiers

  • Senior Consultants with Across Health, Europe's leading consultancy specialised in omnichannel customer engagement strategies for life science organisations.
  • Healthcare industry leaders in the multi-channel space with specific expertise in patient-centric strategies and campaign management.
  • Worked on many multi-channel projects for leading pharmaceutical and medtech companies in CNS, gastroenterology, neurology, fertility and oncology.


  1. How to integrate digital into your overall pharma marketing, sales and medical education strategy.
  2. A step-wise process to define a multi-channel customer engagement strategy.
  3. The 6 multi-channel communication strategies to consider.
  4. The possibilities, impact and best practices of each digital communication channel.
  5. Know how to select the best-suited digital tactics and how to implement them.
  6. Know which KPIs to use to measure the ROI of your digital tactics.
  7. How to correctly use key measurement tools, such as the MCQ, the NPS, etc.
  8. Learn from real-life examples to avoid pitfalls and gain new ideas.

Additional Benefits

  • You will be able to put theory into practice during group work on the Elbonia case, developed by Across Health.
  • Receive Across Health’s training book 'Delighting Pharma Customers in the Omnichannel Age'.


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, Vladimir Rogiers and Jan Keuppens, not only have international experience in digital marketing but also have built up a very strong reputation 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 Vladimir Rogiers and Jan Keuppens on the topic of digital pharma marketing.

Agenda of The Strategic Digital Pharma Marketing Course

Important: all hours are noted in CET/Brussels Time, so carefully convert into your local time zone!

Short breaks will be offered throughout the day.

Day 1 



Welcome & General Introduction (~30 min)


Insight: Online Landscape Analysis (~1 h 30 min)


  • 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
  • Technology trend analysis: which new technologies may influence the patient-physician-pharma relationship … and by when?


Innovation: Creating a Multi-Channel Strategy in Six Steps (~1 h 45 min: 1 h before lunch, ~45 min after lunch)

  • Strategy is a major bottleneck in most pharma companies!
  • Determine the buying process and key leverage points
  • Select amongst the 6 generic e-strategies and prioritise e-tactics
  • The 6 steps from brand plan to multi-channel plan
  • Boosting your product launch through omnichannel
13:00Lunch Break


Innovation: Creating a Multi-Channel Strategy in Six Steps - Continued (~45 min)


Elbonia Simulation Game - Exercise 1 (~1 h)


Exercise: determine leverage points & define your objectives


E-Medical Education (~1 h)

  • Business case for webcasts and webinars
  • Success factors
  • Best practices in pharma


Website Engagement (~15 min)

  • Discussing examples of pharma portals
  • Success factors of a good website




Day 2



E-mail Engagement (~1 h)

  • Success factors
  • How to get opt-ins
  • Case studies


Tablet Detailing (~45 min)

  • The (sad) realities of tablet detailing
  • What is needed for success? … Closed Loop Marketing!
  • How to activate your sales force
  • Case studies from the industry


Teledetailing (~1 h)

  • Benefits of teledetailing
  • 3 models for teledetailing
  • Success factors
  • Best practices in pharma


Search Engine Marketing (~ 45 min)

  • How consumers and HCPs search for health on Google
  • SEO & SEA: how it works – pros & cons - examples
13:00Lunch Break


Define the Channel Mix (~ 30 min)

  • Key drivers for multi-channel mix definition


Impact Measurement & Analytics (~30 min)

  • Holistic measurement framework
  • How to measure reach & advocacy
  • How to measure engagement
  • How to measure conversion (e.g. Net Promoter Score)
  • How to measure cost-effectiveness


Elbonia Simulation Game – Exercise 2: Building a Multi-Channel Campaign (~1 h 45 min)

  • Group Exercise: Apply the above learnings to develop a multi-channel campaign
  • Plenary discussion of the results of the group exercises


Final Thoughts & Wrap Up (~15 min)



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

Learning Methodology

Vladimir Rogiers and Jan Keuppens 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 CELforPharma course is not only being able to have your specific questions answered by leading experts, 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 Vladimir Rogiers and Jan Keuppens 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, Director Business Operations, for more information (aswaan@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



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



Dates & Locations

Currently all CELforPharma courses are planned to only be held live online (hosted in Zoom) until international travel is back to normal.​​​​

  • 10-11 June 2021, live online

  • 28-29 September 2021, live online

  • 14-15 December 2021, live online

Included in the Registration Fee​

  • Access to an expert led course in real-time, using an interactive platform for break-out rooms, whiteboard exercises, polling, plenary discussions and chats.
  • Course material, which will be provided to you in both digital format (by email) and in hard copy (by post, so you can make notes during the course).
  • Certificate of attendance signed by the experts and CELforPharma.
  • 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, Director Business Operations, (aswaan@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 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 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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