The Pharma Brand Planning Course
With Edouard Demeire
Course Details
An annual brand plan can only be effective if the final action plan is firmly aligned with the ever-changing dynamics of the brand’s market and leverages growth opportunities.
Today’s markets are increasingly volatile, uncertain, complex, and ambiguous.
This requires an agile brand planning process that integrates all market-facing functions.
Upon completion of this course, you will master the three critical building blocks of a pharma brand plan:
Customer-journey insights --> Robust strategy --> Agile tactics
You will not only be able to ask your specific questions to a true expert, but also have the unique opportunity to share experiences and have in-depth discussions with your international peers.
Great course: relevant topic, useful information & tools, great speaker!
Abbott
Julie Michel, Patient, Market Insights and Competitive Intelligence Manager - France - June 2024
Analytical tools to discover and leverage patient-centric and stakeholder insights.
How to determine the brand's Critical Success Factors that will ensure the brand planning process leads to customer-centric tactics.
Processes and best practices for the two critical strategic decisions: “Where to play?” and “How to win?” (Segmentation & targeting – Positioning).
How to design the tactical mix for highly competitive “Red Ocean” markets.
How to make competition irrelevant by creating a highly innovative new “Blue Ocean” market for your brand.
The course provides a comprehensive understanding of the brand and disease planning process, backed by practical tools to lead or contribute effectively. Edouard's clear and thorough teaching, combined with case studies, made complex concepts come to life, leaving me with valuable insights that I can immediately apply.
Biotest
Nadja Wetzel, Product Manager - Germany - November 2024
To see the detailed agenda, please submit your details in the form below the table.
Day 1
| Welcome & General Introduction: Pharma Brand Planning in a VUCA world (~1 h 30 min) |
| Understand Your Brand’s Market - Components of Insight Building (~1 h) |
| Group Work - From Data to Insights to SWOT to CSFs (~1 h) |
| Lunch Break |
| Group Presentations of Group Work (~1 h) |
| “Where to Play?” - Defining and Prioritising Segments (~1 h) |
| Group Work - Designing The Multi-stakeholder Segments & Prioritising Brand Opportunities (~30 min) |
| “How to Win?” - Positioning Your Brand (~30 min) |
| Group Work - Brand Positioning Case Discussion and Value Propositions (~30 min) |
Day 2
| Recap Day 1 (~15 min) |
| Strategies and Tactics in Red Ocean, VUCA Markets (~1 h 30 min) |
| Group Work – Tactical Plan Design (~1 h 30 min) |
| Debrief: Building an Effective and Efficient Tactical Plan, Using Impact/Cost Analysis and CC-OKRs (~45 min) |
| Lunch Break |
| Strategies and Tactics in Blue Ocean Markets (~1 h 30 min) |
| Group Work (~1 h) |
| Wrap-up (~30 min) |
To see the detailed agenda, please submit your details in the form below:
Edouard Demeire is Visiting Professor at CEDEP (INSEAD) and author of KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
He has contributed to the design of Roche’s and Novartis’ brand planning processes and runs courses for marketing and non-marketing audiences worldwide.
Edouard developed business simulations and decision support tools for the healthcare industry and trained tens of thousands of executives worldwide on pharma marketing strategy since 1990.
Edouard forces you to think “out-of-the-box”. He challenges his audience and, while he is an authority on pharma marketing strategy, he also transposes learnings from other industries to stimulate creative thinking. His approach sparks plenty of new ideas!
This course is a must for brand/product managers and related pharma marketers early in their career because they need to quickly acquire the concepts and tools for generating successful brand marketing plans, as well as think and learn to act cross-functionally in today’s volatile, uncertain and complex environment.
This course will also benefit more experienced brand managers and franchise leads who want to refresh their skills, as well as managers in medical affairs, market access and commercial functions who must contribute to agile and customer-centric brand planning processes.
Would you like to receive a list of anonymised participant profiles from previous sessions?
The average Recommendation Score from participants of the last session was
8,8/10!
Read this selection of testimonials from recent participants:
The course provides a comprehensive understanding of the brand and disease planning process, backed by practical tools to lead or contribute effectively. Edouard's clear and thorough teaching, combined with case studies, made complex concepts come to life, leaving me with valuable insights that I can immediately apply.
Biotest
Nadja Wetzel, Product Manager - Germany - November 2024
As a beginner in the subject, I found the course quite intense but incredibly insightful. The amount of new information presented was substantial, making it both challenging and rewarding. The instructor was engaging and made a genuine effort to make the material accessible and relatable to everyone in the group.
JGL
Mirta Meštrović Saršon, Product & Launch Manager - Croatia - November 2024
Great course: relevant topic, useful information & tools, great speaker!
Abbott
Julie Michel, Patient, Market Insights and Competitive Intelligence Manager - France - June 2024
The Pharma Brand Planning Course was such a great learning experience led by expert Edouard Demeire and perfectly organised by CELforPharma. Special thanks to CELforPharma for being so friendly & helpful.
Roche
Nermeen Makky, Strategy Lead Learning Transformation - United Arab Emirates - June 2024
What a fantastic course that brought brand planning theory to life through relatable case studies and real-world examples. I’m walking away from the course much more knowledgeable and informed!
Sciensus
Katie Duncalf, Digital Commercialisation & Partnership Lead - United Kingdom - June 2024
A great training on pharmaceutical marketing that gives hands-on tools to better plan, execute and control the brand management process.
AOP Orphan
Oana Simina Patrone, Corporate Alliance Manager - Austria - November 2023
It’s great to find an industry-specific training which is of this high quality.
Veeva
Sally Eckhart, Program Manager - United Kingdom - November 2023
This is a great course for those wishing to move to marketing. Edouard is very clear and thorough in his teachings and gives lots of valuable insights to takeaway.
Gilead Sciences
David Weir, Associate Director, Market Access & Policy - United Kingdom - June 2023
Had an excellent experience with CELforPharma in the Brand Planning Course. I feel equipped with the right tools to tackle markets and run the strategy process from insights to tactics. Highly recommend the course to people in Brand Management, Product Management and Strategic Marketing!
Evonik
Julia Born, Head of Market Communications Health Care - Germany - June 2023
This course has given me a very systematic view and approach of the brand planning process. Edouard is an excellent trainer and presenter. He broke the complex topics down into very manageable chunks, shared excellent examples and made sure that the 2 days were full of interaction. Excellent teaching and excellent facilitation, thanks a lot CELforPharma. 10/10!
Gilead Sciences
Michael Brenner, Senior Director, Value & Access - United Kingdom - June 2023
Brand plans and disease plans are a critical process in a pharmaceutical company. This course provides you with a great understanding of this process, as well as the toolbox to lead it or contribute to it.
Alexion
Piotr Myszkorowski, Associate Director Commercial Insights - Switzerland - November 2022
Great learning experience, with many ah-ha moments and useful frameworks I can directly add to my toolbox.
Across Health
Livia Dobes, Senior Consultant - Belgium - November 2022
Very valuable insights focused on the pharma market, in a very comprehensive and practical way.
Grifols
Angels Pardos, Customer Experience Training Director - Spain - May 2022
The Pharma Brand Planning Course was a great two days of insightful learnings and discussions with a variety of specialised individuals within the pharmaceutical industry.
Santen
Kaya Patel, Specialist, Front of the Eye Marketing - United Kingdom - May 2022
I found CELforPharma's brand planning course very useful and relevant to my job as a brand manager in a pharmaceutical company. The organisation was excellent and the lecturer, Edouard Demeire, was erudite and highly competent. Thank you!
Stada
Kristina Stoycheva, Junior Product Manager - Bulgaria - May 2022
Very informative course, with lots of hands-on group work.
Oval Medical Technologies
Elizabeth Margerison, Marketing Manager - United Kingdom - November 2021
Excellent course and excellent speaker. All elements of brand planning were covered: Strategic and Tactical. Thank you!
Roche
Semyon Grigorchuk, Marketing Leader - Russian Federation - November 2021
Great experience that changes the view of available data and how to use it. Edouard is full of energy and a very good lecturer who holds your attention. Working in groups and exchanging opinions and views is a complete success.
Inspharma
Vlada Velickovic, Product Manager - Serbia - November 2021
There was a great mixture of theory and industry examples / group work exercises during the course. Brand planning is not about filling in templates and Edouard did an excellent job at teaching us this and showing us different tools and plans we can use in our job roles. CELforPharma was always there to help and to ensure everything ran smoothly in the online format. Thank you very much!
medac
Janet Lauenstein, Global Product Manager - Germany - July 2021
I got an in-depth insight into all the things we should (or should try to) be aware of when preparing a brand plan from this training. Edouard really impressed me with his expertise on each topic. He made us think and rethink about our product strategy, plans, etc. There was lots of great content and it is so useful to have the course materials both printed and in PDF to be able to look back on and refresh the knowledge in the months/years to come. Many thanks!
Inspharma
Luka Macinkovic, Product Manager - Slovenia - July 2021
This was a really great course! The expert taught me so much in 2 days, including the importance of customer centricity and how brand plans should be agile, along with practical tips on how to write a brand plan. The organisation and service from the CELforPharma coordinator could not have been better and everything worked perfectly in the online format. Massive thanks to you both!
Astellas
Regina Erl, Brand Manager Uro-Oncology - Germany - July 2021
This course is really interesting and very interactive. The examples and exercises at each stage of the course allow us a total immersion into the pharma market. At the end, it becomes automatic and it really enriches the approach of the marketing plan, which is sometimes too rigid. I look forward to applying these tools to my next marketing brand plan!
Recordati
Bertille Cabet, International Marketing Manager - France - April 2021
3-4 June 2025
Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 18/04/2025)
16-17 October 2025
Live online (CET timing)
Early bird € 2 670
(Full fee € 2 870)
(until 12/09/2025)
11-12 December 2025
Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 24/10/2025)
Important information:
Live online CET courses take place on Zoom between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris).
Live online EST courses take place on Zoom between 8 AM and 4 PM EST (Eastern Standard Time).
Face-to-face courses take place at a four-star business hotel close to the Brussels airport between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris).
You will receive all practical details after your registration.
For any questions related to the above, please do not hesitate to email Margherita Mutto or contact her by phone at +32 472 03 11 38 .
How to Register
Click the green "Register" button on the course session of your preference.
The registration wizard will guide you through the personal and company data that we need to process your registration.
You have the choice between 2 payment options:
Payment by credit card. You will not be required to pay immediately, but you will receive a secured payment link together with the invoice.
Payment via bank transfer
Click "Register Now". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.
For assistance with your registration, please email Annelies Swaan or contact her by phone at +32 486 98 52 49.
Included in the Registration Fee:
For live online courses:
Access to a virtual 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 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.
You will receive Edouard Demeire's book KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
For face-to-face courses:
Participation in a small-class (max 20 participants), expert led face-to-face course with interactive group exercises and plenary discussions. You will have the opportunity to meet the expert and discuss your own projects/issues during the breaks.
Course material 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).
Opportunities for networking and informal discussions during coffee/tea breaks and lunch.
A group dinner in a nearby restaurant on the evening of day 1.
Certificate of attendance signed by the expert and CELforPharma.
You will receive Edouard Demeire's book KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
VAT Information
The prices on our website are excluding VAT. Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT.
We are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘online interactive webinars’ by the Belgian VAT administration.
According to Article 53 of the European Union VAT Directive 2006/112, these online interactive webinars take place where the organisation of the seminar takes place, which in this case is Belgium.
So, if you register for one of our live online courses (organised from our offices in Belgium), we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, this self-study program follows a different VAT application and the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
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.
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.
Benefits of CELforPharma’s face-to-face courses:
You have the unique opportunity to interact 1:1 with the expert(s).
Plenty of opportunity for informal 1:1 and group conversations with your international peers to exchange experiences and ideas, to discuss issues and to network.
Face-to-face interactions allow for more depth during Q&As and group work.
You can step away from your daily routine in the office and enjoy a more focused learning experience in a comfortable business hotel environment.
Benefits of CELforPharma’s live online courses:
The formal programme is as impactful as a face-to-face course thanks to the highly interactive format (using breakouts, polls, quizzes …).
No travel & accommodation expenses
You can attend the course from the comfort of your own office or home.
We send you the course materials by post so that you can take notes and fully engage with the course content.
No, if you choose credit card payment, we will send you a secure payment link together with the invoice.
Team discounts can be offered for 2 or more registrations confirmed at the same time. The level of discount will depend on the number of registrations and the availability of seats.
Email Annelies Swaan, Director Business Operations, for more details.
Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘online interactive webinars’ by the Belgian VAT administration.
According to Article 53 of the European Union VAT Directive 2006/112, these online interactive webinars take place where the organisation of the seminar takes place, which in this case is Belgium.
So, if you register for one of our live online courses (organised from our offices in Belgium), we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, this self-study program follows a different VAT application and the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Our face-to-face courses in Brussels take place in four-star business hotels close to the airport. As part of our strong relationship with these hotels, CELforPharma has secured a discount on the daily room rate for our delegates who book their accommodation via us.
Upon your registration, we will assist you to make your hotel booking. For any assistance in this matter please do not hesitate to email Margherita Mutto, Course Coordinator, or contact her by phone at +32 472 03 11 38.
We do not record our live online public courses as we want to offer a safe environment for all attendees to share their experiences and freely ask questions.
This way, by participating in our courses, you do not only learn from our expert faculty but also from your international peers in the room.
No, we don't sell the course materials as a stand-alone.
Without the expert's explanation, the exercises and the discussions with other course participants, there is very little value in the slides.
Email Inge Cornelis, partner with CELforPharma, to help you choose the course that is best suited.
Yes!
We have helped many managers with setting up an in-house training programme for their team.
Email Inge Cornelis, partner with CELforPharma, to discuss your team training needs.
Do you have any other questions?
Email Annelies Swaan or call +32 486 98 52 49.
People attending this course are typically also interested in:
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Course Details
Upcoming Session
3-4 June 2025, Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 18/04/2025) Prices are excl. VAT
An annual brand plan can only be effective if the final action plan is firmly aligned with the ever-changing dynamics of the brand’s market and leverages growth opportunities.
Today’s markets are increasingly volatile, uncertain, complex, and ambiguous.
This requires an agile brand planning process that integrates all market-facing functions.
Upon completion of this course, you will master the three critical building blocks of a pharma brand plan:
Customer-journey insights --> Robust strategy --> Agile tactics
You will not only be able to ask your specific questions to a true expert, but also have the unique opportunity to share experiences and have in-depth discussions with your international peers.
Great course: relevant topic, useful information & tools, great speaker!
Abbott
Julie Michel, Patient, Market Insights and Competitive Intelligence Manager - France - June 2024
Analytical tools to discover and leverage patient-centric and stakeholder insights.
How to determine the brand's Critical Success Factors that will ensure the brand planning process leads to customer-centric tactics.
Processes and best practices for the two critical strategic decisions: “Where to play?” and “How to win?” (Segmentation & targeting – Positioning).
How to design the tactical mix for highly competitive “Red Ocean” markets.
How to make competition irrelevant by creating a highly innovative new “Blue Ocean” market for your brand.
The course provides a comprehensive understanding of the brand and disease planning process, backed by practical tools to lead or contribute effectively. Edouard's clear and thorough teaching, combined with case studies, made complex concepts come to life, leaving me with valuable insights that I can immediately apply.
Biotest
Nadja Wetzel, Product Manager - Germany - November 2024
To see the detailed agenda, please submit your details in the form below the table.
Day 1
| Welcome & General Introduction: Pharma Brand Planning in a VUCA world (~1 h 30 min) |
| Understand Your Brand’s Market - Components of Insight Building (~1 h) |
| Group Work - From Data to Insights to SWOT to CSFs (~1 h) |
| Lunch Break |
| Group Presentations of Group Work (~1 h) |
| “Where to Play?” - Defining and Prioritising Segments (~1 h) |
| Group Work - Designing The Multi-stakeholder Segments & Prioritising Brand Opportunities (~30 min) |
| “How to Win?” - Positioning Your Brand (~30 min) |
| Group Work - Brand Positioning Case Discussion and Value Propositions (~30 min) |
Day 2
| Recap Day 1 (~15 min) |
| Strategies and Tactics in Red Ocean, VUCA Markets (~1 h 30 min) |
| Group Work – Tactical Plan Design (~1 h 30 min) |
| Debrief: Building an Effective and Efficient Tactical Plan, Using Impact/Cost Analysis and CC-OKRs (~45 min) |
| Lunch Break |
| Strategies and Tactics in Blue Ocean Markets (~1 h 30 min) |
| Group Work (~1 h) |
| Wrap-up (~30 min) |
To see the detailed agenda, please submit your details in the form below:
Edouard Demeire is Visiting Professor at CEDEP (INSEAD) and author of KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
He has contributed to the design of Roche’s and Novartis’ brand planning processes and runs courses for marketing and non-marketing audiences worldwide.
Edouard developed business simulations and decision support tools for the healthcare industry and trained tens of thousands of executives worldwide on pharma marketing strategy since 1990.
Edouard forces you to think “out-of-the-box”. He challenges his audience and, while he is an authority on pharma marketing strategy, he also transposes learnings from other industries to stimulate creative thinking. His approach sparks plenty of new ideas!
This course is a must for brand/product managers and related pharma marketers early in their career because they need to quickly acquire the concepts and tools for generating successful brand marketing plans, as well as think and learn to act cross-functionally in today’s volatile, uncertain and complex environment.
This course will also benefit more experienced brand managers and franchise leads who want to refresh their skills, as well as managers in medical affairs, market access and commercial functions who must contribute to agile and customer-centric brand planning processes.
Would you like to receive a list of anonymised participant profiles from previous sessions?
The average Recommendation Score from participants of the last session was
8,8/10!
Read this selection of testimonials from recent participants:
The course provides a comprehensive understanding of the brand and disease planning process, backed by practical tools to lead or contribute effectively. Edouard's clear and thorough teaching, combined with case studies, made complex concepts come to life, leaving me with valuable insights that I can immediately apply.
Biotest
Nadja Wetzel, Product Manager - Germany - November 2024
As a beginner in the subject, I found the course quite intense but incredibly insightful. The amount of new information presented was substantial, making it both challenging and rewarding. The instructor was engaging and made a genuine effort to make the material accessible and relatable to everyone in the group.
JGL
Mirta Meštrović Saršon, Product & Launch Manager - Croatia - November 2024
Great course: relevant topic, useful information & tools, great speaker!
Abbott
Julie Michel, Patient, Market Insights and Competitive Intelligence Manager - France - June 2024
The Pharma Brand Planning Course was such a great learning experience led by expert Edouard Demeire and perfectly organised by CELforPharma. Special thanks to CELforPharma for being so friendly & helpful.
Roche
Nermeen Makky, Strategy Lead Learning Transformation - United Arab Emirates - June 2024
What a fantastic course that brought brand planning theory to life through relatable case studies and real-world examples. I’m walking away from the course much more knowledgeable and informed!
Sciensus
Katie Duncalf, Digital Commercialisation & Partnership Lead - United Kingdom - June 2024
A great training on pharmaceutical marketing that gives hands-on tools to better plan, execute and control the brand management process.
AOP Orphan
Oana Simina Patrone, Corporate Alliance Manager - Austria - November 2023
It’s great to find an industry-specific training which is of this high quality.
Veeva
Sally Eckhart, Program Manager - United Kingdom - November 2023
This is a great course for those wishing to move to marketing. Edouard is very clear and thorough in his teachings and gives lots of valuable insights to takeaway.
Gilead Sciences
David Weir, Associate Director, Market Access & Policy - United Kingdom - June 2023
Had an excellent experience with CELforPharma in the Brand Planning Course. I feel equipped with the right tools to tackle markets and run the strategy process from insights to tactics. Highly recommend the course to people in Brand Management, Product Management and Strategic Marketing!
Evonik
Julia Born, Head of Market Communications Health Care - Germany - June 2023
This course has given me a very systematic view and approach of the brand planning process. Edouard is an excellent trainer and presenter. He broke the complex topics down into very manageable chunks, shared excellent examples and made sure that the 2 days were full of interaction. Excellent teaching and excellent facilitation, thanks a lot CELforPharma. 10/10!
Gilead Sciences
Michael Brenner, Senior Director, Value & Access - United Kingdom - June 2023
Brand plans and disease plans are a critical process in a pharmaceutical company. This course provides you with a great understanding of this process, as well as the toolbox to lead it or contribute to it.
Alexion
Piotr Myszkorowski, Associate Director Commercial Insights - Switzerland - November 2022
Great learning experience, with many ah-ha moments and useful frameworks I can directly add to my toolbox.
Across Health
Livia Dobes, Senior Consultant - Belgium - November 2022
Very valuable insights focused on the pharma market, in a very comprehensive and practical way.
Grifols
Angels Pardos, Customer Experience Training Director - Spain - May 2022
The Pharma Brand Planning Course was a great two days of insightful learnings and discussions with a variety of specialised individuals within the pharmaceutical industry.
Santen
Kaya Patel, Specialist, Front of the Eye Marketing - United Kingdom - May 2022
I found CELforPharma's brand planning course very useful and relevant to my job as a brand manager in a pharmaceutical company. The organisation was excellent and the lecturer, Edouard Demeire, was erudite and highly competent. Thank you!
Stada
Kristina Stoycheva, Junior Product Manager - Bulgaria - May 2022
Very informative course, with lots of hands-on group work.
Oval Medical Technologies
Elizabeth Margerison, Marketing Manager - United Kingdom - November 2021
Excellent course and excellent speaker. All elements of brand planning were covered: Strategic and Tactical. Thank you!
Roche
Semyon Grigorchuk, Marketing Leader - Russian Federation - November 2021
Great experience that changes the view of available data and how to use it. Edouard is full of energy and a very good lecturer who holds your attention. Working in groups and exchanging opinions and views is a complete success.
Inspharma
Vlada Velickovic, Product Manager - Serbia - November 2021
There was a great mixture of theory and industry examples / group work exercises during the course. Brand planning is not about filling in templates and Edouard did an excellent job at teaching us this and showing us different tools and plans we can use in our job roles. CELforPharma was always there to help and to ensure everything ran smoothly in the online format. Thank you very much!
medac
Janet Lauenstein, Global Product Manager - Germany - July 2021
I got an in-depth insight into all the things we should (or should try to) be aware of when preparing a brand plan from this training. Edouard really impressed me with his expertise on each topic. He made us think and rethink about our product strategy, plans, etc. There was lots of great content and it is so useful to have the course materials both printed and in PDF to be able to look back on and refresh the knowledge in the months/years to come. Many thanks!
Inspharma
Luka Macinkovic, Product Manager - Slovenia - July 2021
This was a really great course! The expert taught me so much in 2 days, including the importance of customer centricity and how brand plans should be agile, along with practical tips on how to write a brand plan. The organisation and service from the CELforPharma coordinator could not have been better and everything worked perfectly in the online format. Massive thanks to you both!
Astellas
Regina Erl, Brand Manager Uro-Oncology - Germany - July 2021
This course is really interesting and very interactive. The examples and exercises at each stage of the course allow us a total immersion into the pharma market. At the end, it becomes automatic and it really enriches the approach of the marketing plan, which is sometimes too rigid. I look forward to applying these tools to my next marketing brand plan!
Recordati
Bertille Cabet, International Marketing Manager - France - April 2021
3-4 June 2025
Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 18/04/2025)
16-17 October 2025
Live online (CET timing)
Early bird € 2 670
(Full fee € 2 870)
(until 12/09/2025)
11-12 December 2025
Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 24/10/2025)
Important information:
Live online CET courses take place on Zoom between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris).
Live online EST courses take place on Zoom between 8 AM and 4 PM EST (Eastern Standard Time).
Face-to-face courses take place at a four-star business hotel close to the Brussels airport between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris).
You will receive all practical details after your registration.
For any questions related to the above, please do not hesitate to email Margherita Mutto or contact her by phone at +32 472 03 11 38 .
How to Register
Click the green "Register" button on the course session of your preference.
The registration wizard will guide you through the personal and company data that we need to process your registration.
You have the choice between 2 payment options:
Payment by credit card. You will not be required to pay immediately, but you will receive a secured payment link together with the invoice.
Payment via bank transfer
Click "Register Now". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.
For assistance with your registration, please email Annelies Swaan or contact her by phone at +32 486 98 52 49.
Included in the Registration Fee:
For live online courses:
Access to a virtual 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 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.
You will receive Edouard Demeire's book KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
For face-to-face courses:
Participation in a small-class (max 20 participants), expert led face-to-face course with interactive group exercises and plenary discussions. You will have the opportunity to meet the expert and discuss your own projects/issues during the breaks.
Course material 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).
Opportunities for networking and informal discussions during coffee/tea breaks and lunch.
A group dinner in a nearby restaurant on the evening of day 1.
Certificate of attendance signed by the expert and CELforPharma.
You will receive Edouard Demeire's book KICCASS PHARMA – Keep it Customer Centric, Agile & Strategically Simple In Pharma & Diagnostic Management (2020).
VAT Information
The prices on our website are excluding VAT. Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT.
We are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘online interactive webinars’ by the Belgian VAT administration.
According to Article 53 of the European Union VAT Directive 2006/112, these online interactive webinars take place where the organisation of the seminar takes place, which in this case is Belgium.
So, if you register for one of our live online courses (organised from our offices in Belgium), we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, this self-study program follows a different VAT application and the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
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.
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.
Benefits of CELforPharma’s face-to-face courses:
You have the unique opportunity to interact 1:1 with the expert(s).
Plenty of opportunity for informal 1:1 and group conversations with your international peers to exchange experiences and ideas, to discuss issues and to network.
Face-to-face interactions allow for more depth during Q&As and group work.
You can step away from your daily routine in the office and enjoy a more focused learning experience in a comfortable business hotel environment.
Benefits of CELforPharma’s live online courses:
The formal programme is as impactful as a face-to-face course thanks to the highly interactive format (using breakouts, polls, quizzes …).
No travel & accommodation expenses
You can attend the course from the comfort of your own office or home.
We send you the course materials by post so that you can take notes and fully engage with the course content.
No, if you choose credit card payment, we will send you a secure payment link together with the invoice.
Team discounts can be offered for 2 or more registrations confirmed at the same time. The level of discount will depend on the number of registrations and the availability of seats.
Email Annelies Swaan, Director Business Operations, for more details.
Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘online interactive webinars’ by the Belgian VAT administration.
According to Article 53 of the European Union VAT Directive 2006/112, these online interactive webinars take place where the organisation of the seminar takes place, which in this case is Belgium.
So, if you register for one of our live online courses (organised from our offices in Belgium), we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, this self-study program follows a different VAT application and the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Our face-to-face courses in Brussels take place in four-star business hotels close to the airport. As part of our strong relationship with these hotels, CELforPharma has secured a discount on the daily room rate for our delegates who book their accommodation via us.
Upon your registration, we will assist you to make your hotel booking. For any assistance in this matter please do not hesitate to email Margherita Mutto, Course Coordinator, or contact her by phone at +32 472 03 11 38.
We do not record our live online public courses as we want to offer a safe environment for all attendees to share their experiences and freely ask questions.
This way, by participating in our courses, you do not only learn from our expert faculty but also from your international peers in the room.
No, we don't sell the course materials as a stand-alone.
Without the expert's explanation, the exercises and the discussions with other course participants, there is very little value in the slides.
Email Inge Cornelis, partner with CELforPharma, to help you choose the course that is best suited.
Yes!
We have helped many managers with setting up an in-house training programme for their team.
Email Inge Cornelis, partner with CELforPharma, to discuss your team training needs.
Do you have any other questions?
Email Annelies Swaan or call +32 486 98 52 49.
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