A 1-Day Training Course Delivered By
Prof. John WeinmanNiamh Ward

Prof. John Weinman & Niamh Ward

  • Prof. John Weinman is a prominent expert in the field of patient health behaviours and Head of Health Psychology (Europe) for Atlantis Health, global leaders in patient behaviour change & adherence solutions.
  • Niamh Ward is Country Manager UK at Atlantis Health. She has 20+ years of international healthcare industry experience, currently working with the local team and clients to successfully design and deliver large-scale patient programs and support services.


  1. The drivers of patient health behaviours (e.g. non-adherence to medication).
  2. How to identify and interpret specific individual drivers of health behaviours.
  3. A framework to design or enhance personalised solutions that address these drivers.
  4. Identify strategic behavioural change opportunities that contribute to commercial brand outcomes and optimise healthcare resource utilisation.
  5. Different approaches to personalisation and segmentation, to help address patient beliefs and other self-management barriers.
  6. Best practices drawn from real-world case-studies of successful personalised solutions.
  7. Different measurements and Key Performance Indicators to ensure your personalised solution is achieving its objectives.

Additional Benefits

  • You will have the unique opportunity to interact with Prof. John Weinman, one of the world’s leading experts on improving patient adherence.
  • 2 real-world case studies of personalised solutions will be discussed and additional case studies will be sent as follow-on material.


Why You Should Attend

Behavioural science, and in particular the science of patient health behaviours, is the new buzz in pharma’s patient-centric community. Whilst the challenge of non-adherence has been around for as long as medications exist, successful efforts to address the challenge have been scarce. This is primarily due to a lack of knowledge in two areas: What does an effective intervention look like for a specific patient? How do we scale this across markets and conditions?

The Content & Experts: In order to answer these questions, Understanding Patient Behaviour & Developing Personalised Solutions is presented by two experts who have been at the cutting edge of these challenges for a number of years. You will learn from one of the world’s leading experts on improving patient adherence, Prof. John Weinman, and from Country Manager UK, Niamh Ward, on effective strategies in designing, developing and running support solutions. Moreover, you will have the opportunity to take your current patient/caregiver/HCP support solution(s) to the next level, because the programme includes a workshop to explore opportunities for enhancing your Patient Support Programmes, benefitting from the insights and experience of both Professor John Weinman and Niamh Ward.

The Understanding Patient Behaviour & Developing Personalised Solutions course is the only available public training course delivered by Prof. John Weinman and Niamh Ward on the topic of patient adherence.

Agenda of Understanding Patient Behaviour & Developing Personalised Solutions – An Introductory Course

For start and end times, please check Dates & Locations below.

Welcome (~30 min)

Introduction to Behavioural Science and Patient Behaviour (~30 min)

  • Cognitive and behavioural impact of illness
  • Types of behaviour and the importance of the core desired behaviours, i.e. ‘adherence’ and general ‘self-management’
  • Short interactive task to identify your drivers of health behaviours

What are the Drivers of Health Behaviours? (~1 h 45 min)

  • A new approach to classifying drivers of health behaviours: the COM-B framework
  • The importance of beliefs in determining behaviour 
  • Role of illness and treatment beliefs

Interactive Session – Identifying Patient Beliefs (~45 min)

In small groups participants apply the COM-B model to identify patient beliefs in a case study and the results of the group work are presented in plenary.

Lunch Break

Personalising Solution Design to Increase the Uptake of Desired Behaviours (~45 min)

  • Leveraging COM-B to drive behaviour change – Intro to Behaviour Change Techniques (BCTs)
  • Multiple approaches to personalisation and segmentation
  • Using feedback data to enhance the personalised experience

Facilitating Desired Patient Behaviours (~1 h 30 min)

  • A framework for the development of effective personalised solutions
  • Real-world case-studies: understanding and identifying the behavioural journey to develop personalised solutions
    • An HCP-patient decision making tool
    • A patient activation tool
    • A patient support programme
    • Examples of app-based behavioural intervention

      (participants vote which 2 case studies they want to discuss, a write out of the other case study will be sent as follow-on material)

Interactive Session – Facilitating Desired Patient Behaviours (~30 min)

In groups, participants take their findings from applying the COM-B model to identify patient adherence/behavioural barriers and discuss which Behaviour Change Techniques could be used to influence patient behaviour.

Final Q&A (~15 min)


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

Learning Methodology

This 1-day seminar perfectly balances theory with practice. Lectures alternate with short interactive exercises that bring some of the ideas and concepts to life. This hands-on course ends with a workshop to explore opportunities for enhancing your own Patient Support Programmes, benefitting from the insights and experience of both Professor John Weinman and Niamh Ward.

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 20 (max) participants.

Who Should Attend?

Adherence is an issue that overlaps many functional areas but the patient adherence seminar is particularly suitable for brand/product teams, patient-engagement specialists, medical science liaisons and market access professionals developing pharmaceutical services to complement products.

As this course is delivered by Prof. Weinman and Niamh Ward from Atlantis Health, a world leader in evidence-based personalised patient support programs, 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



TA Manager Cardio, Emerging MarketsAbbottSwitzerland
Patient Experience ManagerAbbvieBelgium
Brand ManagerActavisSweden
Business Unit Director Primary CareALKGermany
Senior Global Product Manager Global Dermatology Business UnitAlmirallSpain
Associate Brand Director, TransplantationAstellasUnited Kingdom
Head of CV Inline BrandsAstraZenecaUnited Kingdom
Medical Science LiaisonBaxaltaUnited Kingdom
Brand ManagerBayer Healthcare PharmaceuticalsGermany
Medical Affairs ManagerBiogenBelgium
International Product ManagerBoehringer IngelheimGermany
Medical Education ManagerBristol-Myers SquibbUnited Kingdom
Senior Brand ManagerCelgeneBelgium
Therapeutic Head Medical AffairsChiesiFrance
Global Purchasing ManagerFerringSwitzerland
Vice President Market Access & Concepts Ketoanalogues & Enteral NutritionFreseniusGermany
Patient Care ManagerGenzymeBelgium
International Senior Medical Manager OncologyGileadUnited Kingdom
Regulatory Affairs ManagerIpsenAlgeria
Implementation ManagerJanssenUnited Kingdom
Senior Brand ManagerLillyUnited Kingdom
Brand Manager General Medicine & SpecialityMerck GroupAustria
Global Portfolio Manager - Lipid HealthMylanSwitzerland
Global Product ManagerNovo NordiskDenmark
International Product ManagerOrphan EuropeFrance
Senior Regional Marketing ManagerPfizerSwitzerland
Country Medical AffairsRocheBelgium
Marketing Director Integrated Solutions – devices EventsSanofiFrance
Neuroscience Country Medical LeadShireUnited Kingdom
Research InternTevaNetherlands
Medical Lead RAUCBBelgium



Dates & Locations

Currently this CELforPharma course is planned to only be held live online (hosted in Zoom).​​​​

The start and end times for all below sessions will be: 09:30 - 17:00 CET (Brussels/Amsterdam/Paris)​​​​

  • 10 November 2023, live online

Included in the Registration Fee​

  • Access to a small-class (max 20 participants), 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.


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 (through a secure payment link, which you will receive together with the invoice).
  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 on a “space available” basis at no extra cost, until 3 weeks prior to the event, to another course of the same value held within one year of the original course date.

Registration Cancellation

  • Less than 14 days prior to the course date: registrant liable to pay the full invoiced registration fee.
  • Between 15 and 30 days prior to the course date: registrant liable to pay 50% of the invoiced registration fee.
  • More than 30 days prior to the course date: registrant liable to pay a cancellation fee of € 450 per registrant.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for registration fees.