A 1-Day Training Course Delivered By
Prof. John WeinmanNatalie Newell

Prof. John Weinman & Natalie Newell

  • Prof. John Weinman is a prominent expert in the field of patient health behaviours and is Head of Health Psychology (Europe) for Atlantis Healthcare, global leaders in patient behaviour change & adherence solutions.
  • Natalie Newell is a Global Patient Strategy Director for Atlantis Healthcare with expertise in designing, developing and implementing global patient awareness and activation strategies, global and local patient support programs, as well as payor and market access strategies.


  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. Actionable steps 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. How to design and develop personalised interventional content that engages all stakeholders.
  6. Understand the application of digital technology for delivering personalised, scalable support experiences.
  7. Dos & don’ts for managing regulatory restrictions, effective enrolment and regional implementation.

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.
  • The programme includes an interactive session during which you can discuss the challenges you are facing in your current patient/caregiver/HCP support solution(s).


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 Global Patient Strategy Director Natalie Newell 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 Natalie Newell.

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

Agenda of Understanding Patient Behaviour & Developing Personalised Solutions

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 will be: 

  • AM: 10-13 CET
  • PM: 14-17 CET




Introduction to Behavioural Science and Patient Behaviour

  • 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


Coffee Break


What are the Drivers of Health Behaviours?


  • A new approach to classifying drivers of health behaviours
  • The importance of beliefs in determining behaviour 
  • Role of illness and treatment beliefs
  • Short interactive exercise to demonstrate the importance of patient beliefs




Personalising Solution Design to Increase the Uptake of Desired Behaviours

  • Multiple approaches to personalisation and segmentation
  • Using feedback data to enhance the personalised experience


Facilitating Desired Patient Behaviours

  • Understanding and identifying the behavioural journey to:
    • Design tools to enhance shared decision making
    • Activate patients to engage with their treatment or visit a HCP
    • Create digital educational and self-management modules


Coffee Break


Interactive Session – Developing Personalised Solutions

  • Identifying solution needs from case examples  
    • Applying behavioural science in your solution
    • Practical steps to implement your solution


Closing Remarks

>> 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 Natalie Newell.

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.

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 Natalie Newell from Atlantis Healthcare, 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 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



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

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. ​​

  • 19 November 2020, live online

  • 11 March 2021, live online

  • 29 June 2021, live online

  • 25 November 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


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
  • Certificate of Attendance Signed by the Experts
  • 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.

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