MODULE I - Introduction to Omnichannel Engagement

Through this module, you will acquire the specific knowledge needed about omnichannel communication, a highly sought-after skill in today's pharmaceutical industry. This learning will equip you to meet the communication needs of pharmaceutical companies and create effective omnichannel campaigns.

These skills will enable you to improve the communication quality of your pharmaceutical company or add significant value if you are beginning your career in this sector.

This course is structured into three modules, each of which combines theoretical classes with practical sessions to optimize knowledge acquisition and the integration of concepts. This structure ensures that students complete the program with the ability to apply both the information, and the skills gained in real-world professional settings.

• Module 1: Introduction to Omnichannel Engagement Understand the concept of Omnichannel and Omnichannel engagement, and gain an overview of pharma-specific stakeholders, channels, and regulatory considerations.
• Module 2: Omnichannel Tools and Analytics Review the main pharma-specific tools for data collection and message delivery. Learn about common omnichannel strategies for pharma communication and how to integrate these tools effectively.
• Module 3: Omnichannel Content Creation Gain a full overview of the content creation process, the involved roles, and different creation models (in-house vs. external). Understand approval processes and legal regulations related to content development.

Classes are taught by active professionals in the sector, enabling students to benefit from the experience and expertise of individuals currently working in the field. These instructors provide valuable insights into the present-day realities of the industry.

COURSE DATES: March 2–13, 2026

SYLLABUS:

• Unit 1: Basic Concepts

1. Introduction to Pharma Sector (1.5)

Overview of the pharmaceutical industry, key players, and regulatory framework.

1.2 Understanding Stakeholders (1h)

Getting to know the customer (HCPs, pharmacists, patient associations)

1.3 What is the Omnichannel Engagement Model? (30’)

Introduction to the omnichannel model and its impact on communication.

• Unit 2: Data Management

2.1 Channels: RTC, CLM, CRM (1.5h)

Use of key tools like RTC, CLM, and CRM in pharma communication.

2.2 Segmentation (1.5h)

Strategies for audience segmentation to enhance communication.

• Unit 3: Message content and distribution

3.1 Key messages definition (1.5h)

Crafting consistent, strategic messages for HCPs.

3.2 What is a Customer Journey (1.5h)

Analysis and design of journeys for single and multi-product scenarios.

3.2.1 Design a Customer Journey

3.2.2 Design a multiproduct/integrated customer journey

• Unit 4: Regulatory Compliance

4.1 Regulations: what is the legal framework to consider? (1.5h)

Review of legal requirements in communication with HCPs.

• Unit 5: Sales and marketing

5.1 Field Partner: engaging with the field force (1.5h)

How sales & marketing departments interact with each other

MODULE I: €1,200

The registration period is open until February 23rd, 2026. To register, click on the REGISTRATION link and follow the steps indicated. On the first screen, if you do not have Blanquerna credentials (username and password), you must first register.

Please note:

• Payment is made via this website by credit card. If payment is not made, the registration will not be recorded.
• The Faculty is not committed to running the course if the minimum number of registrations is not reached.
• Registration will remain open until the deadline indicated or until all available places are filled.
• The course registration fee will only be refunded if the course is canceled by the Faculty.
• Discount: 15% Blanquerna Alumni