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: 29/09 – 10/10

HORARI: Dimarts i dijous de 16:30 – 19:30h

HORES TOTALS: 12h

TEMARI:

• 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

PROFESSORAT:

• Maria Clara Cano – CEO at Unlimited Thinking
• Clara Comes - Cardio-Renal-Metabolic Strategy & Transformation Lead at Boehringer Ingelheim
• Miriam Pons - Director Omnichannel Engagement Strategy at Novartis
• Laia Febrer - Global Marketing & Commercial Effectiveness Lead at Galderma
• Jessica Bestué - Digital Marketing Manager at Alcon
• Tomás Gorgodian - Head of Global Omnichannel Deployment and Customer Engagement at Viatris
• Jordi Saldaña - Data policy Director (data privacy) at AstraZeneca
• Marisa Castro - Omnichannel Training Manager at Leo Pharma
• Jesús Bartels - Sales Manager at LEO Pharma

DATES: 3/11 – 14/11

HORARI: Dimarts i dijous de 16:30 – 19:30h

HORES TOTALS: 12h

TEMARI:

• 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

PROFESSORAT:

• Maria Clara Cano – CEO at Unlimited Thinking
• Maria Quiñones - Global Omnichannel Business Performance & Intelligence Lead at Viatris
• Joan Miró - General Manger and Co-Founder of Kraz
• Guim Gorgues - Data Manager at Ferrer
• Carla Cuenca - Area Sales Manager Ocular Health at Alcon

DATES: 19/01 - 6/02

HORARI: Dimarts i dijous de 16:30 – 19:30h

HORES TOTALS: 15h

TEMARI:

• Unit 1: Messages and formats

1.1. Introduction to Content Creation (1.5h)

Overview of content creation in pharma and the need for compliant messaging.

1.2. Navigating Content Formats in Pharma (1.5h)

Review of content formats and how to choose the best one based on the message and target audience.

• Unit 2: Operations

2.1. Content Operations Strategy (1.5h)

Compare in-house vs. outsourced content creation to decide the best approach.

2.2. Outsourced Content Creation (1.5h)

How health marketing agencies elaborate strategies and content.

• Unit 3: Governance

3.1. Content Approval Process (30')

Step-by-step approval process to ensure regulatory compliance.

3.2. Legal Considerations (30’)

Overview of regulations, including GDPR and industry standards for compliant content.

3.3. Daily Operations(30’)

Technical steps for uploading and distributing content across platforms.

• Unit 4: Traditional Media

4.1. Media Purchase(1.5h)

How does the pharma industry hire traditional media advertising spaces

• Unit 5: AI Content Creation

5.1. AI-Powered Content Creation by External Agencies for Pharma(1.5h)

AI content creation agencies create content for the pharma industry .

5.2. Internal Use of AI for Content Creation within Pharma Companies(1.5h)

Role of AI in automating tasks, ensuring compliance, and optimizing content

• Unit 6: Social Media

6.1. Content Creation in Social Media(1.5h)

How agencies and DOL’s create healthcare related content in social media.

• Unit 7: Sales

7.1. Content Creation by Sales Representatives(1.5h)

How sales representatives elaborate content for F2F visits.

PROFESSORAT:

• Maria Clara Cano – CEO at Unlimited Thinking
• Marlen González - Customer Experience Manager at Novartis
• Blanca Fehrer- Medical Engagement Omnichannel Manager at ISDIN
• Blanca Alapont - Account Director at Medialog Communications
• Stefan Miljkovic - Global Head AI & Web Products at Novartis

- Module 1: 1200 euros
- Module 2: 1200 euros
- Module 3: 1500 euros