A 2-Day Training Course Delivered By
Ben Harbour

Ben Harbour

  • Managing Director UK with Across Health, Europe's leading consultancy specialised in omnichannel customer engagement strategies for life science organisations.
  • Ben is a Strategic Advisor to pharma, biotech and medical device companies on multichannel communication programmes at the corporate, regional and brand level.
  • He has extensive international experience spanning the clinical, medical and commercial phases of product development across a wide range of therapeutic indications.


  1. The landscape, opportunities and trends of digital communications in Medical Affairs’ ecosystem.
  2. Conceptually understand how digital communication technologies work.
  3. How to assess and compare the impact of the different communication channels on physicians and patients.
  4. How to design a multi-channel innovation strategy for Medical Affairs (MA) in 6 steps.
  5. Best practices, cases studies, dos & don’ts of Med Ed, social media, mobile applications, etc.
  6. How to integrate digital initiatives in the MA mix while respecting legal and regulatory guidelines.
  7. Which KPIs to use to assess the success of your multi-channel MA activities.

Additional Benefits

  • Receive Across Health’s book 'Delighting Pharma Customers in the Omnichannel Age'.
  • Benchmark your digital activities against other companies and learn from other MA executives how to overcome some of the challenges you are facing.


Why You Should Attend

On one hand, there is a strong need from pharma customers (physicians, but also patients, nurses, (hospital) pharmacists etc.) to receive the latest medical information “anytime, anywhere” – on websites, but also on tablet devices and smartphones. On the other hand, pharma is experiencing cost pressures in the promotional space. As a result, more efforts are being put into blended or pure online offerings, which not only result in budget efficiencies, but will also be preferred by time-pressured customers. 

The Content: This course not only provides you with an explanation about concepts and methods but also, and more importantly, it discusses the integration of digital in the overall business strategy and medical plans (with practical examples) as well as the perspective of customers and stakeholders, including several best-practice cases.

The Expert: Our expert-trainer, Ben Harbour, has a wide international experience in integrating digital into pharma companies’ business communication processes. In addition, he has also built up a very strong reputation within the international digital pharma community as high-impact consultant and trainer.

The Strategic e-Medical Affairs Course is the only available public training course delivered by Ben Harbour on the topic of digital strategy for medical affairs.

Agenda of The Strategic e-Medical Affairs Course

The below agenda is for the face-to-face format. The online version of this course will cover the same modules, but the format and timing will be adapted to suit the online training setting. 

Timing of the online course on both days will be: 

  • AM: 10-12 CET
  • PM: 13-17 CET

Day 1



Welcome & General Introduction


The Digital Landscape in e-Medical (1): Stakeholder Needs & Trends


  • What are your GPs, KOLs, nurses, payors and patients looking for in terms of e-medical, today and tomorrow and how do they behave online?
  • Benefits of online vs. offline channels


The Digital Landscape in e-Medical (2): Where Is Your Company Today?


  • The changing role of Medical Affairs
  • The digital maturity of pharma companies: benchmarks and comparison with other industries
  • Group Discussion
11:15Coffee Break


Designing a Digital Innovation Strategy for Medical Affairs

  • The 6 steps to building a multichannel e-medical strategy
  • The 6 generic digital strategy types
  • Benefits and challenges of owned, paid and earned media


e-Medical Education: Trends, Best Practices and Case Studies

  • Self-service portals 
    • Interactive Exercise: Working in groups, delegates assess an existing portal 
    • Plenary discussion of group findings
  • Medical education portals
  • Virtual congresses
15:15Coffee Break


e-Medical Education: Trends, Best Practices and Case Studies (continued)

  • Peer to Peer interactions 
    • Webinars and webcasts
    • eMSL
    • eKOLs
  • 3rd party media




Group Dinner


Day 2



Recap of Day 1


Budget Planning and Optimising the Channel Mix


  • The critical success factors of an effective multichannel Medical Affairs plan
  • Group exercise: 
    • Working in groups, delegates will need to design an effective multi-channel medical strategy and
      decide on the tactical mix within a given budget
    • Plenary discussion of group results
11:15Coffee Break


The Empowered Patient


  • How do patients behave online and how you can best engage with them?
  • Patient and carer education: best practice examples 
  • How to boost the impact of your online patient education


Social Media and Mobile Opportunities

  • Opportunities in social & mobile for Medical Affairs: 
    • Patient & HCP communities
    • Medical apps
    • Patient-physician connectivity
  • Learn from state-of-the-art examples in the pharma industry


Impact Measurement: ROI and Other KPIs

  • Qualitative vs. quantitative KPIs in Medical Affairs
  • Web analytics for e-medical programmes
  • Measuring the quality of your e-medical initiatives 
  • Dashboard best practices – case studies

Coffee Break


Emerging Trends in e-Medical



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

Learning Methodology

Ben Harbour is very experienced in leading interactive sessions and will actively engage participants in discussions and teamwork. In addition, group exercises will be used throughout the workshop to help you put 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 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 medical leaders who want to optimise their communication mix and enhance customer-centricity through the selective adoption of digital.

As this course is delivered by Ben Harbour 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 Inge Cornelis, Director Commercial Communications, for more information (inge.cornelis@celforpharma.com, tel +32 (0)2 709 01 43).


Past Participants

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


Job Title



Medical DirectorAbbvieHungary
Medical Advisor HCVAbbvieRomania
Head Regional Medical LiasionAmgenGermany
Director Medical CommunicationsAmgenSwitzerland
Local Project CoordinatorBayer Healthcare PharmaceuticalsSpain
Medical Advisor & MSL CoordinatorBoehringer IngelheimSpain
Global Director Clinical Development and Medical AffairsBoehringer IngelheimGermany
VP, Deputy Chief Medical Officer and Head of PublicationsIpsenUnited Kingdom
Sr VP, Global Medical & Regulatory Sciences, Chief Medical OfficerIpsenFrance
Medical Affairs ManagerJanssenNetherlands
Associate Director MSLJanssenBelgium
Medical Affairs Officer Psychiatry and Diabetes The NetherlandsJanssenNetherlands
Medical Advisor Psychiatry BelgiumJanssenBelgium
Medical Education ManagerLillySwitzerland
Senior DirectorLundbeckDenmark
Medical Head BalticsNovartisLatvia
Head Digital Stategy, Global Medical AfffairsNovartisSwitzerland
Medical advisor GIP PfizerPfizerBelgium
Senior Medical ManagerPfizerItaly
Regional Medical Manager CNS/Pain, Global Clinical and Medical AffairsPfizerPortugal
Senior Clinical ScientistRocheSwitzerland
Head Global Medical Affairs & Compliance InformaticsRocheSwitzerland
Scientific Communications Excellence LeaderRocheSwitzerland
Medical Affairs ManagerSanofiGreece
Medical Affairs ManagerTakedaBelgium
Sr. Program Manager, Global Medical AffairsTakedaSwitzerland
Assoc. Director, Medical Affairs Practice LiaisonUCBBelgium
Medical ManagerUCBUnited Kingdom
Global Medical Affairs Medical Education Nephrology Senior ManagerVifor PharmaSwitzerland



Dates & Locations

All CELforPharma courses are held live online (hosted in Zoom) or 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.
  • 10-11 December 2020, live online

  • 18-19 March 2021, live online

  • 27-28 May 2021, live online

  • 30 September - 1 October 2021, in Brussels or Zurich, or live online

  • 2-3 December 2021, in Brussels or Zurich, or live online


Hotel Booking Assistance

Having built a strong relationship with each hotel, CELforPharma 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 for the live online course​

  • 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 expert and CELforPharma
  • Flexible transfer option
  • Book "Delighting Pharma Customers in the Omnichannel Age" by Ruud Kooi, Fonny Schenck & Beverly Smet of Across Health


Included in the Registration Fee​ for the face-to-face course

  • 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 "Delighting Pharma Customers in the Omnichannel Age" by Ruud Kooi, Fonny Schenck & Beverly Smet of Across Health
  • Flexible Transfer Option
  • Optimal Safety: Small Groups (16 max) and Spacious Seating


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 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 before 31 December 2021.

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.

Medical Affairs Executives Should Also Attend