Communication and Advertising professionals with experience or recent graduates seeking to specialize in the growing digital Omnichannel strategy within the specific context of the Pharmaceutical Industry, one of the sectors with the greatest impact on society and significant employment opportunities.

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.

The module combines theoretical classes with practical sessions to optimize knowledge acquisition and the integration of concepts, ensuring students finish their studies with the ability to apply this information and these skills in real-world professional activities.

Classes are taught by active professionals in the sector, allowing you to benefit from the experience and expertise of individuals working in the field today, who will help you understand the current state of the industry.

Unit 1: Basic Concepts

1.1. Introduction to the Pharma Sector (1h)

Introduction and an overview of the Pharmaceutical Industry: structure, stakeholders, and regulatory framework. Understanding how the Pharma sector operates, its objectives, and the key characteristics of its communication strategies.

1.2. Understanding Stakeholders (Healthcare Professionals, Pharmacists, and Patient Associations) (1h)

Understanding the different profiles involved in decision-making, their context, and the types of communication they receive. Recognizing the role each stakeholder plays in communication with companies and their relationships with patients.

1.3. What is the Omnichannel Interaction Model? (30 min)

Introduction to the Omnichannel model and its impact on communication. The role of digital communication in the Pharmaceutical Industry. Common channels in Omnichannel strategies.

Unit 2: Data Management

2.1. Channels: RTC, CLM, CRM (2h)

Key tools for managing information in the Pharmaceutical Industry. Data collection for effective communication.

2.2. Segmentation (1h)

Strategies and models for segmenting stakeholders to create personalized communication based on profiles and behaviors. Segmentation criteria.

Unit 3: Message Content and Distribution

3.1. Definition of Key Messages (1h)

Process of creating key messages. Concept ideation based on the product, its phase, the stakeholder, and the channels used.

3.2. What is a Customer Journey? (3h)

3.2.1. Designing a Customer Journey
Theoretical approach to designing a Customer Journey for a product: message creation, channel distribution, and defining current versus desired attitudes.

3.2.2. Designing an Integrated Multi-Product Customer Journey
Practical session on creating a Customer Journey that involves multiple products and integrates them effectively into a comprehensive omnichannel strategy.

Unit 4: Regulatory Compliance

4.1. Regulations: What is the Regulatory Framework to Consider? (1h)

Review of the specific legal requirements in the Pharmaceutical Industry, including the possibilities and limitations of communication in the sector (Prescription and OTC).

Unit 1: Data Collection Tools

• 1.1. CRM: Definition, Function, and Data Types (1h)

Understanding CRM systems, their functions, the types of data they can collect, and the main CRM tool providers in the Pharmaceutical Industry.

• 1.2. Reporting Tools: RTE, Mail, Videoconferencing Tools, CRM (2h)

Exploring tools for stakeholder communication, focusing on their integration with omnichannel strategies and alignment with messaging and other tools.

Unit 2: Content Dissemination Tools

• 2.1. Mass Mailing Tools (1h)

Reviewing mass mailing tools and best practices. The role of these tools in omnichannel strategies.

• 2.2. Social Media Tools (1h)

The role of social media in health-related contexts and its use in interactions with healthcare professionals and other stakeholders.

• 2.3. Content Management Tools (1h)

Tools for creating and managing content effectively across different channels, ensuring message consistency and compliance with regulations.

Unit 3. Data analysis tools

• 3.1. Analytics tools. (1h)

Use analytics tools to measure communication effectiveness and optimize strategies.

• 3.2. Dashboards. (1h)

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

Unit 4. Content design and AI

• 4.1. Design your mix: Use case campaign. (1h)

Design an effective channel mix using a real-world campaign example.

• 4.2. AI content creation tools. (1h)

Explore AI tools for personalized content creation within regulatory guidelines.

Unit 5. Strategies and Roles

• 5.1. Globalization and Governance. (1h)

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

• 5.2. Roles and Responsibilities. (1h)

Define roles to ensure effective communication and stakeholder engagement.

Unit 1. Messages and formats

• 1.1. Introduction. (1h)

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

• 1.2. Formats. (2h)

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

Unit 2. Profiles and management

• 2.1. Content creation roles, models and management.

-Roles and responsibilities around content creation. (1h)

Overview of roles in content creation (writers, editors, compliance) and their contributions.

-Content Creation: Customer/Edition (1h)

Adapting content to meet the needs of different customer segments.

-Content Creation Model (1h)

Guidelines for effective content creation.

• 2.2. Inhouse vs externalization (models) (1h)

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

Unit 3. Compliance and other processes

• 3.1. Content Approval Process (1h)

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

• 3.2. Legal Considerations (1h)

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

• 3.3. Upload Process (30 min)

Technical steps for uploading and distributing content across platforms.

Unit 4. Planning and AI

• 4.1. Content Planning and Budgeting (1h)

Importance of planning and resource allocation for efficient content creation.

• 4.2. Use of AI in Content Creation in the Pharma Industry (1h)

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

1.200 euros

Descompte alumni: 15%