Strategic KOL Planning & Engagement
With Maaike Addicks, MD
Course Details
THE CONTENT
Engaging with Key Opinion Leaders (KOLs) is one of the most critical responsibilities of Medical Affairs. Yet without a structured approach, it is easy to rely on a static group of familiar KOLs, missing opportunities to build the right relationships at the right time in a product’s lifecycle.
This course provides a practical framework for designing and executing a KOL engagement strategy that is fully aligned with the objectives of the Medical and Brand Plans. You will learn how to identify, prioritise, and engage with KOLs in a way that evolves with your product’s needs, ensuring your activities deliver maximum impact.
If you want to strengthen your KOL partnerships and ensure they support the strategic goals of your organisation, this course is an essential investment!
This course was a great learning experience, both strategic and hands-on. Maaike provided practical tools I can apply immediately, and the group discussions were incredibly insightful. Connecting with peers from different countries added a global perspective that made the experience even more valuable.
Danone
Bruna De Almeida, MSL - Health, Medical Affairs & Market - Spain - June 2025
THE EXPERT
Maaike Addicks, MD is an independent Medical Affairs consultant with over 15 years of experience in biotech, mid-sized, and large pharma companies across a wide range of therapeutic areas.
A medical doctor by training with expertise in strategic medical affairs development, change management, and competency building
President of the Medical Affairs Commission of the Dutch Association of Pharmaceutical Medicine (NVFG)
A passionate trainer and consultant, widely respected for her hands-on approach and ability to translate strategy into practical Medical Affairs execution
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is designed for Medical Affairs professionals whose success depends on effective KOL engagement. It is particularly valuable for:
MSLs and Medical Advisors starting work in a new therapeutic area.
Medical Affairs professionals seeking to refresh or optimise existing KOL plans that were not developed through a structured, strategic process.
The expert-led format combines practical teaching, case discussions, and peer exchange. You will have the opportunity to share experiences, discuss challenges, and leave with a structured approach to KOL planning that you can apply immediately in your role.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
Maaike is very knowledgeable, and lots of new ideas were discussed during this course. Highly valued!
Galen
Rukhsana Sharif, Medical Science Liaison Manager - United Kingdom - September 2024
The different types of KOLs and how they can add value at each product lifecycle stage.
A process to proactively and strategically plan your KOL network and the activities for maximum impact.
Criteria and mapping tools to precisely profile, identify, and prioritise those KOLs that your products need most at each stage of their lifecycle.
How to assess the needs of your KOLs and use these insights to engage them effectively.
The importance of communicating the value of your KOL plan internally and building win-win collaborations.
The course gave me a 360-degree approach to strategic KOL planning, and the small group setting made it easy to connect and share. I really enjoyed the interactions with other participants - being able to hear different ideas and see what others do was truly valuable.
Faes Farma
Sarah Manning, Medical Scientific Liaison - Spain - June 2025
| Welcome & Audience Expectations (~30 min) |
| KOL Essentials (~30 min) |
|
| How to Work Out a Strategic KOL Plan (~1 h 45 min) |
|
| Lunch Break |
| Rising Stars & Digital Opinion Leaders (~30 min) |
|
| Engaging Internal Stakeholders (~1 h 30 min) |
|
| KOL Engagement (~45 min) |
|
| Measuring the Impact of KOL Engagement (~30 min) |
|
| Q&A and Wrap-Up (~30 min) |
UPCOMING DATES & FORMATS - FEES
12 December 2025
Live online (CET timing)
Early bird € 1 470
(until 07/11/2025)
(Full fee € 1 670)
26 March 2026
Live online (CET timing)
Early bird € 1 570
(until 20/02/2026)
(Full fee € 1 770)
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
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 experts and CELforPharma
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.
The average Recommendation Score from participants of the last session was
9,4/10!
Testimonials from past participants:
The course gave me a 360-degree approach to strategic KOL planning, and the small group setting made it easy to connect and share. I really enjoyed the interactions with other participants - being able to hear different ideas and see what others do was truly valuable.
Faes Farma
Sarah Manning, Medical Scientific Liaison - Spain - June 2025
The course was very practical. It consolidated what I knew and introduced new approaches to KOL management. Peer learning was a real highlight: it was reassuring to see others in Medical Affairs face similar challenges. The small, open group made sharing best practices easy and valuable.
Nestlé Health Science
Sue Jones, Global Medical Affairs Lead Pediatric Allergy - Switzerland - June 2025
This course was a great learning experience, both strategic and hands-on. Maaike provided practical tools I can apply immediately, and the group discussions were incredibly insightful. Connecting with peers from different countries added a global perspective that made the experience even more valuable.
Danone
Bruna De Almeida, MSL - Health, Medical Affairs & Market - Spain - June 2025
It is a very informative and well-structured course, with interactive opportunities to engage with other participants. Exchanging ideas with participants from different regions and experience levels broadened my perspective and helped me see new and better ways to operate locally, which was very enlightening. I also appreciated the practical advice from Maaike that can be applied to my work.
LEO Pharma
Yu-Claire Xu, Medical Scientific Advisor - Australia - September 2024
Maaike is very knowledgeable, and lots of new ideas were discussed during this course. Highly valued!
Galen
Rukhsana Sharif, Medical Science Liaison Manager - United Kingdom - September 2024
The course content was comprehensive and well-structured. It covered essential topics such as KOL identification, mapping, and alignment with brand plans. The course was expertly led by knowledgeable Maaike Addicks.
Helsinn Healthcare
Alessandro Alonzi, Medical Affairs Manager - Switzerland - April 2024
Maaike did a great job of explaining and the course materials were well structured and useful. The interactions and discussions were also very interesting, the course exceeded my expectations. Thanks!
Nipro Medical Europe
Yasaman Ramazani, Scientific Advisor - Belgium - April 2024
It was a great overall overview of all the aspects!
Daiichi Sankyo
Inke Maren Tobler, KEE Engagement Strategist - Germany - April 2024
Valuable course for both day-to-day KOL management and strategic planning. Credible and experienced course leader. Highly practical and relevant content. The course has inspired in me a high level of motivation.
Merz Aesthetics
Lucy Dowling, Professional Relations Manager - United Kingdom - November 2023
Interesting and instructive training.
Acticor Biotech
Andrea Comenducci, Medical Director - France - September 2023
Very insightful course on KOL management.
Spirig Healthcare
Sadri Tahar, Medical Manager & Scientific Liaison Manager Specialty Care - Switzerland - September 2023
For me it was a very useful course, as I could reflect on my own approach and learn new approaches.
Stemline Therapeutics
Britta Mazur, Medical Scientific Liaison - Germany - March 2023
A very useful course regardless of your level of experience in Medical Affairs. The information presented was very well structured and represents a valuable experience that is accumulated over many years of experience in the field.
MagnaPharm
Cristian Olaru, Medical Manager - Romania - March 2023
The course was clear, concise and we learned a lot, not only from Maaike, but also from each other's experience through nice interactions. Overall, a great day of learning with great service and support from CELforPharma!
PTC Therapeutics
Emily Fox, Senior MSL Diagnostics - United Kingdom - March 2023
I think the course was so good because the people who attended had similar expectations as myself, so we all learned together from Maaike who was a very good moderator during questions and discussions throughout the day.
Fresenius Kabi
Regina Wiche, Senior Medical Scientific Affairs Manager & Liaison - Germany - March 2023
I really enjoyed the training a lot. All the tips and insights shared by Maaike are very valuable and relevant for my role. Maaike has this great skill of explaining a lot of information in a very nicely structured and clear way, so it's very easy to follow and very engaging. I will totally recommend the course to new as well as more experienced MSLs or Medical Managers.
Biotest
Nielsen Lagumersindez Denis, Medical & Scientific Affairs Manager - Germany - November 2022
I highly recommend this training regardless of how many years you spend in Medical Affairs. Great and dynamic training where you can meet and learn from others and broaden your perspective. Money and time well spent. Highly professional!
Medtronic
Agnieszka Strzembosz, International Medical Affairs Director - Switzerland - November 2022
Very interesting, well-organised course with helpful tools!
Norgine
Kim Jennekens, Central Medical Affairs Executive - Belgium - November 2022
Maaike is a great trainer and the course was a success!
Chiesi
Livia Tomasso, Medical Advisor Rare Diseases, EU & Emerging Markets - Italy - November 2022
KOL Development is of key importance and it was worth taking some time to focus on this topic.
Merz Therapeutics
Astrid Scheschonka, Head of Global Medical Affairs - Germany - June 2022
Informative, well structured, very well presented. I got new ideas for KOL plans and goals, I highly valued the discussions with and insights from Medical Affairs colleagues, and I got new ideas for a generally more structured approach. Thanks a lot, great training and great organisation around.
Molecular Health
Marc-Alexander Rauschendorf, Head of Medical Affairs - Germany - June 2022
Very useful information, presented in an understandable and practical way.
Johnson & Johnson
Alja Mezgec, Medical Lead - Slovenia - June 2022
Great and practical explanation on how to manage our KOLs. Great discussions and best practices sharing. Maaike is fantastic.
Biocodex
Pauline Afonso, Medical Advisor - France - June 2022
I’ve very much enjoyed the Strategic KOL Planning and Engagement course given by Maaike Addicks. I've learned new ways of strategic KOL management and how to engage the emerging KOLs. Maaike gives many insights and examples from practice and discusses how to implement your KOL strategy. I definitely recommend this course to all who are involved in KOL management.
Merz Aesthetics
Fleur Vincken, Head Medical Affairs - The Netherlands - June 2022
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
Upcoming Session
12 December 2025, Live online (CET timing)
Early bird € 1 470
(until 07/11/2025)
(Full fee € 1 670)
Prices are excl. VAT
THE CONTENT
Engaging with Key Opinion Leaders (KOLs) is one of the most critical responsibilities of Medical Affairs. Yet without a structured approach, it is easy to rely on a static group of familiar KOLs, missing opportunities to build the right relationships at the right time in a product’s lifecycle.
This course provides a practical framework for designing and executing a KOL engagement strategy that is fully aligned with the objectives of the Medical and Brand Plans. You will learn how to identify, prioritise, and engage with KOLs in a way that evolves with your product’s needs, ensuring your activities deliver maximum impact.
If you want to strengthen your KOL partnerships and ensure they support the strategic goals of your organisation, this course is an essential investment!
This course was a great learning experience, both strategic and hands-on. Maaike provided practical tools I can apply immediately, and the group discussions were incredibly insightful. Connecting with peers from different countries added a global perspective that made the experience even more valuable.
Danone
Bruna De Almeida, MSL - Health, Medical Affairs & Market - Spain - June 2025
THE EXPERT
Maaike Addicks, MD is an independent Medical Affairs consultant with over 15 years of experience in biotech, mid-sized, and large pharma companies across a wide range of therapeutic areas.
A medical doctor by training with expertise in strategic medical affairs development, change management, and competency building
President of the Medical Affairs Commission of the Dutch Association of Pharmaceutical Medicine (NVFG)
A passionate trainer and consultant, widely respected for her hands-on approach and ability to translate strategy into practical Medical Affairs execution
THE AUDIENCE & INTERACTIVE LEARNING FORMAT
This course is designed for Medical Affairs professionals whose success depends on effective KOL engagement. It is particularly valuable for:
MSLs and Medical Advisors starting work in a new therapeutic area.
Medical Affairs professionals seeking to refresh or optimise existing KOL plans that were not developed through a structured, strategic process.
The expert-led format combines practical teaching, case discussions, and peer exchange. You will have the opportunity to share experiences, discuss challenges, and leave with a structured approach to KOL planning that you can apply immediately in your role.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
Maaike is very knowledgeable, and lots of new ideas were discussed during this course. Highly valued!
Galen
Rukhsana Sharif, Medical Science Liaison Manager - United Kingdom - September 2024
The different types of KOLs and how they can add value at each product lifecycle stage.
A process to proactively and strategically plan your KOL network and the activities for maximum impact.
Criteria and mapping tools to precisely profile, identify, and prioritise those KOLs that your products need most at each stage of their lifecycle.
How to assess the needs of your KOLs and use these insights to engage them effectively.
The importance of communicating the value of your KOL plan internally and building win-win collaborations.
The course gave me a 360-degree approach to strategic KOL planning, and the small group setting made it easy to connect and share. I really enjoyed the interactions with other participants - being able to hear different ideas and see what others do was truly valuable.
Faes Farma
Sarah Manning, Medical Scientific Liaison - Spain - June 2025
| Welcome & Audience Expectations (~30 min) |
| KOL Essentials (~30 min) |
|
| How to Work Out a Strategic KOL Plan (~1 h 45 min) |
|
| Lunch Break |
| Rising Stars & Digital Opinion Leaders (~30 min) |
|
| Engaging Internal Stakeholders (~1 h 30 min) |
|
| KOL Engagement (~45 min) |
|
| Measuring the Impact of KOL Engagement (~30 min) |
|
| Q&A and Wrap-Up (~30 min) |
UPCOMING DATES & FORMATS - FEES
12 December 2025
Live online (CET timing)
Early bird € 1 470
(until 07/11/2025)
(Full fee € 1 670)
26 March 2026
Live online (CET timing)
Early bird € 1 570
(until 20/02/2026)
(Full fee € 1 770)
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
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 experts and CELforPharma
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.
The average Recommendation Score from participants of the last session was
9,4/10!
Testimonials from past participants:
The course gave me a 360-degree approach to strategic KOL planning, and the small group setting made it easy to connect and share. I really enjoyed the interactions with other participants - being able to hear different ideas and see what others do was truly valuable.
Faes Farma
Sarah Manning, Medical Scientific Liaison - Spain - June 2025
The course was very practical. It consolidated what I knew and introduced new approaches to KOL management. Peer learning was a real highlight: it was reassuring to see others in Medical Affairs face similar challenges. The small, open group made sharing best practices easy and valuable.
Nestlé Health Science
Sue Jones, Global Medical Affairs Lead Pediatric Allergy - Switzerland - June 2025
This course was a great learning experience, both strategic and hands-on. Maaike provided practical tools I can apply immediately, and the group discussions were incredibly insightful. Connecting with peers from different countries added a global perspective that made the experience even more valuable.
Danone
Bruna De Almeida, MSL - Health, Medical Affairs & Market - Spain - June 2025
It is a very informative and well-structured course, with interactive opportunities to engage with other participants. Exchanging ideas with participants from different regions and experience levels broadened my perspective and helped me see new and better ways to operate locally, which was very enlightening. I also appreciated the practical advice from Maaike that can be applied to my work.
LEO Pharma
Yu-Claire Xu, Medical Scientific Advisor - Australia - September 2024
Maaike is very knowledgeable, and lots of new ideas were discussed during this course. Highly valued!
Galen
Rukhsana Sharif, Medical Science Liaison Manager - United Kingdom - September 2024
The course content was comprehensive and well-structured. It covered essential topics such as KOL identification, mapping, and alignment with brand plans. The course was expertly led by knowledgeable Maaike Addicks.
Helsinn Healthcare
Alessandro Alonzi, Medical Affairs Manager - Switzerland - April 2024
Maaike did a great job of explaining and the course materials were well structured and useful. The interactions and discussions were also very interesting, the course exceeded my expectations. Thanks!
Nipro Medical Europe
Yasaman Ramazani, Scientific Advisor - Belgium - April 2024
It was a great overall overview of all the aspects!
Daiichi Sankyo
Inke Maren Tobler, KEE Engagement Strategist - Germany - April 2024
Valuable course for both day-to-day KOL management and strategic planning. Credible and experienced course leader. Highly practical and relevant content. The course has inspired in me a high level of motivation.
Merz Aesthetics
Lucy Dowling, Professional Relations Manager - United Kingdom - November 2023
Interesting and instructive training.
Acticor Biotech
Andrea Comenducci, Medical Director - France - September 2023
Very insightful course on KOL management.
Spirig Healthcare
Sadri Tahar, Medical Manager & Scientific Liaison Manager Specialty Care - Switzerland - September 2023
For me it was a very useful course, as I could reflect on my own approach and learn new approaches.
Stemline Therapeutics
Britta Mazur, Medical Scientific Liaison - Germany - March 2023
A very useful course regardless of your level of experience in Medical Affairs. The information presented was very well structured and represents a valuable experience that is accumulated over many years of experience in the field.
MagnaPharm
Cristian Olaru, Medical Manager - Romania - March 2023
The course was clear, concise and we learned a lot, not only from Maaike, but also from each other's experience through nice interactions. Overall, a great day of learning with great service and support from CELforPharma!
PTC Therapeutics
Emily Fox, Senior MSL Diagnostics - United Kingdom - March 2023
I think the course was so good because the people who attended had similar expectations as myself, so we all learned together from Maaike who was a very good moderator during questions and discussions throughout the day.
Fresenius Kabi
Regina Wiche, Senior Medical Scientific Affairs Manager & Liaison - Germany - March 2023
I really enjoyed the training a lot. All the tips and insights shared by Maaike are very valuable and relevant for my role. Maaike has this great skill of explaining a lot of information in a very nicely structured and clear way, so it's very easy to follow and very engaging. I will totally recommend the course to new as well as more experienced MSLs or Medical Managers.
Biotest
Nielsen Lagumersindez Denis, Medical & Scientific Affairs Manager - Germany - November 2022
I highly recommend this training regardless of how many years you spend in Medical Affairs. Great and dynamic training where you can meet and learn from others and broaden your perspective. Money and time well spent. Highly professional!
Medtronic
Agnieszka Strzembosz, International Medical Affairs Director - Switzerland - November 2022
Very interesting, well-organised course with helpful tools!
Norgine
Kim Jennekens, Central Medical Affairs Executive - Belgium - November 2022
Maaike is a great trainer and the course was a success!
Chiesi
Livia Tomasso, Medical Advisor Rare Diseases, EU & Emerging Markets - Italy - November 2022
KOL Development is of key importance and it was worth taking some time to focus on this topic.
Merz Therapeutics
Astrid Scheschonka, Head of Global Medical Affairs - Germany - June 2022
Informative, well structured, very well presented. I got new ideas for KOL plans and goals, I highly valued the discussions with and insights from Medical Affairs colleagues, and I got new ideas for a generally more structured approach. Thanks a lot, great training and great organisation around.
Molecular Health
Marc-Alexander Rauschendorf, Head of Medical Affairs - Germany - June 2022
Very useful information, presented in an understandable and practical way.
Johnson & Johnson
Alja Mezgec, Medical Lead - Slovenia - June 2022
Great and practical explanation on how to manage our KOLs. Great discussions and best practices sharing. Maaike is fantastic.
Biocodex
Pauline Afonso, Medical Advisor - France - June 2022
I’ve very much enjoyed the Strategic KOL Planning and Engagement course given by Maaike Addicks. I've learned new ways of strategic KOL management and how to engage the emerging KOLs. Maaike gives many insights and examples from practice and discusses how to implement your KOL strategy. I definitely recommend this course to all who are involved in KOL management.
Merz Aesthetics
Fleur Vincken, Head Medical Affairs - The Netherlands - June 2022
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