MODULE II - Omnichannel Tools and Analytics

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.

DATES: 27/04 – 8/05, 2026

SYLLABUS:

• Unit 1: Data Collection Tools

1.1. Introduction to Omnichannel Strategy (1.5h)

Learn how to take the key strategical decisions on how and why to use channels and tools for your journey

1.2. CRM Backbone (1.5h)

Understand CRM systems, their functions, data types (e.g., single ID), and key providers for pharma. Use cases and demo use.

• Unit 2: Content Dissemination Tools

2.1 Marketing Tools: Mass Mail, Media, Content Creation (1.5h)

Review mass mailing tools, best practices, and their role in omnichannel strategies, learn about social media tools for HCP engagement and understand content optimization tools for creating and managing content across channels, ensuring consistency and compliance.

2.2 Rep Tools: RTE, Mail, Videoconferencing Tools, CRM, Whatsapp, LinkedIn (1.5h)

Explore tools for HCP communication, focusing on integration in omnichannel strategies. Comparison of advantages and disadvantages of each tool and managing content across channels, ensuring consistency and compliance.

• Unit 3: Data Anaysis Tools

3.1. Analytics Tools (1h)

Use analytics tools to measure communication effectiveness and optimize strategies.

3.2. Dashboards (30’)

Visualize metrics, track performance, and align with omnichannel strategies.

• Unit 4: AI Analytics &NBA

4.1. AI Analytics & Marketing Mix Modeling (MMM) (1.5h)

Learn about AI & Marketing Mix Modeling with real life projects.

4.2. Next Best Actions (NBA) (1,5h)

Explore NBA and how they shape the next steps and decision making during a strategic marketing campaign.

• Unit 5: Strategies & roles

5.1. Globalization + Governance (45’)

Integrate tools globally, focusing on SLAs, economies of scale, and benchmarking.

5.2. Roles + Responsibilities (45’)

Define roles to ensure effective communication and stakeholder engagement

MODULE II: €1,200

The registration period is open until April 20, 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