Pharma Marketing: Your Foundation for a Strong Start
A 2-Day Bootcamp Covering All the Essentials
- Two focused days, one clear foundation
- Hands-on, practice-oriented format
- Learn from experienced industry practitioners
- Officially certified according to ISO 9001 and ISO 21001
Online-Seminar
From
1.890,00 €
plus VAT
Services & Process
Veranstaltung - 1.890,-€ zzgl. MwSt.
The fee includes high-quality course materials (available for download), a certificate of participation, access to our Learning Space and technical support, including a test meeting.
Period:
Day 1: 9:00 am - 5:00 pm CET
Day 2: 9:00 am - 4:30 pm CET
Booking details
Online-Seminar
From
1.890,00 €
plus VAT
Services & Process
Veranstaltung - 1.890,-€ zzgl. MwSt.
The fee includes high-quality course materials (available for download), a certificate of participation, access to our Learning Space and technical support, including a test meeting.
Period:
Day 1: 9:00 am - 5:00 pm CET
Day 2: 9:00 am - 4:30 pm CET
This two-day online seminar gives newcomers to pharma marketing a solid, practice-oriented foundation. Participants learn how to translate insights into strategy, understand Market Access and digital basics, and develop compliant, evidence-based content. Ideal for those starting out or moving into marketing from adjacent roles.
Your speakers
Alexander Almerood
CSL Seqirus, Germany
Pharma-Executive, Country Manager
Alexander Almerood is an experienced digital transformation expert and international business administrator with many years of experience in the…
Your speaker
Alexander Almerood
CSL Seqirus, Germany
Pharma-Executive, Country Manager
Alexander Almerood is an experienced digital transformation expert and international business administrator with many years of experience in the healthcare sector. He spent six years at Teva ratiopharm, initially as Product Manager and later as Head of Digital Marketing. He then spent nearly four years rebuilding multi-channel marketing at Amgen. Subsequently, he took on the role of Associate Marketing Director at Celgene, where he was responsible for establishing the neurology division. For almost five years, he served as Senior Director Marketing & Sales at BioNTech Europe, overseeing the areas of Marketing, Sales, Sales Force Effectiveness, Global Service, and Global Commercial Digital. Since March 2025, he has been Managing Director of CSL Seqirus in Munich, leading the company with a focus on innovation and sustainable growth in the vaccine sector. His work has received multiple awards. Alongside his professional career, he was engaged for over a decade as a board member of Young Excellence in Healthcare e.V., served for five years as a jury member of the Comprix Digital Award, and was involved in the Effi Jury and the AI Start-Up Award, among others. Since 2019, he has also been the founder of a start-up with the goal of building digital patient ecosystems.
Daniel Schaller
ELEVIRA Healthcare Consulting, Germany
Founder and advisor
With over 14 years of experience in pharma & biotech, Daniel Schaller partners with organizations through ELEVIRA Healthcare Consulting to…
Your speaker
Daniel Schaller
ELEVIRA Healthcare Consulting, Germany
Founder and advisor
With over 14 years of experience in pharma & biotech, Daniel Schaller partners with organizations through ELEVIRA Healthcare Consulting to strengthen commercial strategy, optimize go-to-market models, and lead transformational change. His work focuses on unlocking growth potential and delivering measurable business impact in dynamic healthcare environments.
Maximilian Schulze
BioNTech SE, Germany
Associate Director, Strategy & Operations
With 7 years of consulting experience, primarily as a strategy consultant, I have built strong expertise in market analysis, strategic…
Your speaker
Maximilian Schulze
BioNTech SE, Germany
Associate Director, Strategy & Operations
With 7 years of consulting experience, primarily as a strategy consultant, I have built strong expertise in market analysis, strategic frameworks and top-management consulting across multiple industries. Transitioning to the pharmaceutical sector, I spent the last 6 years contributing to groundbreaking initiatives, including the launch of the largest pharmaceutical product in German history – the COVID-19 vaccine. This pivotal experience ignited my passion for healthcare, driving my commitment to improving lives through innovative and impactful solutions. I am eager to continue shaping the future of healthcare and creating meaningful change.
Katharina Stapler-Cebulla
CENCORA PharmaLex,
Bad Homburg vor der Höhe, Germany
Associate Director Scientific Affairs, Regional Lead DACH Promotional Material & Compliance
Your speaker
Katharina Stapler-Cebulla
CENCORA PharmaLex,
Bad Homburg vor der Höhe, Germany
Associate Director Scientific Affairs, Regional Lead DACH Promotional Material & Compliance
Dr. Viktoria Wandt
BioNTech SE, Germany
Associate Director Internal Training & Development GMA
With over 5 years of experience as a pharmacist in various healthcare settings, I possess a deep understanding of the needs…
Your speaker
Dr. Viktoria Wandt
BioNTech SE, Germany
Associate Director Internal Training & Development GMA
With over 5 years of experience as a pharmacist in various healthcare settings, I possess a deep understanding of the needs and concerns of patients and healthcare professionals. My solid expertise and successful participation in cross-functional projects enable me to develop individual solutions and achieve optimal results. My goal is to contribute my expertise to the benefit of the healthcare sector and make a sustainable impact on its development. look forward to applying my knowledge in cutting-edge projects and collaborating with other professionals to create innovative solutions.
What to Expect
- Pharma marketing fundamentals: what makes the industry unique
- Digital strategy, omnichannel and AI in healthcare
- Strategic insight analysis, segmentation and brand positioning
- Brand planning in practice: objectives, cross-functional inputs and governance
- Market Access, reimbursement logic and the impact on claims
- Compliant content development and EU promotion principles
Who Should Attend
This seminar is designed for professionals at the beginning of their pharma marketing career who want to build a confident, well-rounded foundation. It is ideal for Junior Brand and Product Managers, Marketing Associates and Coordinators, as well as professionals from adjacent roles such as Medical Affairs, Market Access or agency backgrounds who are moving into marketing.
Objective of the Event
This seminar gives professionals new to pharma marketing a solid, practice-oriented foundation in the core disciplines they need to contribute effectively from day one. Participants build a clear understanding of how evidence, stakeholders and regulatory boundaries shape pharma marketing in European markets, and how these factors translate into concrete brand planning decisions.
Over two focused days, participants work through the full arc from insight to strategy: they explore digital and omnichannel approaches, learn how Market Access requirements influence messaging, and discover how compliant, evidence-based content is developed and approved. The programme includes workshop exercises that help participants connect theory to practice.
Your Benefit
Participants gain a clear picture of how pharma marketing works in practice: from reading the regulatory environment and building an insight-driven strategy, to understanding how Market Access shapes messaging and how compliant content gets developed and approved. They also build a working knowledge of digital and omnichannel approaches, including the role of AI, and leave better equipped to collaborate across functions from day one.
Programme
Day 1: 9:00 am - 5:00 pm CET
Day 2: 9:00 am - 4:30 pm CET
You may dial in 30 min in advance
Day 1
09:00
09:15
Alexander Almerood
- What makes pharma different (evidence, stakeholders, channels)
- Promotion vs information; Rx DTC prohibition
- Lifecycle management
10:15
10:30
Alexander Almerood
- Digitial strategy and current status of industry
- How does Omnichannel work in healthcare
- Digital overview from website to social media
- Including AI in digital strategy
12:00
13:00
Daniel Schaller
- Therapy landscape and standard of care as the foundation for strategic thinking
- Understanding stakeholders, unmet needs and customer journeys
- Identifying awareness drivers and key decision touchpoints
- Distinguishing data, observations and actionable customer insights as the basis for strategy
14:30
14:45
Daniel Schaller
- Working with a practical case to distinguish facts, observations and actionable customer insights
- Identifying the insight with the greatest strategic relevance
- Discussing how customer insights guide strategic marketing decisions and prepare the path towards brand strategy
15:15
Daniel Schaller
- Translating customer insights into strategic choices
- Segmentation, targeting, positioning and value proposition
- Developing objectives, strategic initiatives and key priorities
- Integrating Medical, Market Access and Commercial perspectives into brand planning
- Aligning Global and Local functions within a compliant planning process
16:45
17:00
Day 1
Welcome & objectives
09:15
Pharma marketing essentials - Understanding the Environment & Fundamentals
Pharma marketing essentials - Understanding the Environment & Fundamentals
Alexander Almerood
- What makes pharma different (evidence, stakeholders, channels)
- Promotion vs information; Rx DTC prohibition
- Lifecycle management
Coffee break
10:30
Digital basics for newcomers
Digital basics for newcomers
Alexander Almerood
- Digitial strategy and current status of industry
- How does Omnichannel work in healthcare
- Digital overview from website to social media
- Including AI in digital strategy
Lunch break
13:00
From Market Understanding to Customer Insight
From Market Understanding to Customer Insight
Daniel Schaller
- Therapy landscape and standard of care as the foundation for strategic thinking
- Understanding stakeholders, unmet needs and customer journeys
- Identifying awareness drivers and key decision touchpoints
- Distinguishing data, observations and actionable customer insights as the basis for strategy
Coffee break
14:45
Workshop: "Finding the Insight that Matters"
Workshop: "Finding the Insight that Matters"
Daniel Schaller
- Working with a practical case to distinguish facts, observations and actionable customer insights
- Identifying the insight with the greatest strategic relevance
- Discussing how customer insights guide strategic marketing decisions and prepare the path towards brand strategy
15:15
From Customer Insight to Brand Strategy
From Customer Insight to Brand Strategy
Daniel Schaller
- Translating customer insights into strategic choices
- Segmentation, targeting, positioning and value proposition
- Developing objectives, strategic initiatives and key priorities
- Integrating Medical, Market Access and Commercial perspectives into brand planning
- Aligning Global and Local functions within a compliant planning process
Q&A
End of day 1
Day 2
09:00
09:15
Maximilian Schulze, Dr. Victoria Wandt
- Why do we need the 3 M's
- Roles & responsibilities
- Who are the customers?
- Patient journey
- How do the 3 M's work together
09:45
Maximilian Schulze
- Market Access triangle
- Stakeholders
- Payer archetypes
- Health technology assessments and system differences
- Evidence and value
- Pricing strategies and international reference pricing
11:00
11:15
Dr. Victoria Wandt
- The role of Medical Affairs in cross-functional collaboration
- Understanding the evidence hierarchy
- Translating evidence into customer-relevant messages
- Developing approval-ready content
12:30
13:30
Dr. Victoria Wandt, Maximilian Schulze
The workshop connects the content of two days: Participants will use a short practical case to explore how marketing, market access and medical evidence work together.
14:45
Katharina Stapler-Cebulla
- Claims generation strategy
- Basic EU code knowledge
- Cross-functional approval management
- Co-creation with Global and Local functions
16:15
16:30
Day 2
Welcome & objectives
09:15
Introduction: The 3 M's in Pharma
Introduction: The 3 M's in Pharma
Maximilian Schulze, Dr. Victoria Wandt
- Why do we need the 3 M's
- Roles & responsibilities
- Who are the customers?
- Patient journey
- How do the 3 M's work together
09:45
Market Access Fundamentals
Market Access Fundamentals
Maximilian Schulze
- Market Access triangle
- Stakeholders
- Payer archetypes
- Health technology assessments and system differences
- Evidence and value
- Pricing strategies and international reference pricing
Coffee break
11:15
From evidence to effective communication
From evidence to effective communication
Dr. Victoria Wandt
- The role of Medical Affairs in cross-functional collaboration
- Understanding the evidence hierarchy
- Translating evidence into customer-relevant messages
- Developing approval-ready content
Lunch break
13:30
Workshop: Marketing, Market Access and Medical in Action
Workshop: Marketing, Market Access and Medical in Action
Dr. Victoria Wandt, Maximilian Schulze
The workshop connects the content of two days: Participants will use a short practical case to explore how marketing, market access and medical evidence work together.
14:45
EU promotion principles in everyday work
EU promotion principles in everyday work
Katharina Stapler-Cebulla
- Claims generation strategy
- Basic EU code knowledge
- Cross-functional approval management
- Co-creation with Global and Local functions
Wrap Up and Q&A
End of Seminar
Downloads
Request the documents using our form.
Whitepaper: Pharmaceutical Marketing Essentials
Weitere Informationen
Access to and procedure for online events
Once you have registered for an event, we will send you the access information for your customer portal. Click here to log in to the customer portal using your email address and password. Please ensure you can access the customer portal before the day of the event.
All important or additional information and personal documents are available in your personalised customer portal. This is also where you start your online courses. If you do not have access to the customer portal yet, you can easily register here.
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Learn more about our online events here.
Technical requirements
You need a reliable Internet connection to take part in our online events. To have the best possible learning experience, we recommend that you use the latest version of the Microsoft Edge or Google Chrome browsers. You will need a headset, loudspeaker or telephone to play the audio. Further information is available here. Please check beforehand that your microphone or headset and camera are working properly. Do not access our services from a VPN since there are issues with the audio over such connections.
We have integrated Zoom video conferencing software into our Learning Space for our online training courses. If you are not authorised to use Zoom, please get in touch with us so we can make alternative arrangements for you to take part in our online training.
Free pre-meeting and technology check
You can attend one of our pre-meetings and explore our Learning Space free of charge. Registration is not required. You can find available dates for a pre-meeting in your customer portal. Click the green ‘Participate’ button in the pre-meeting in the customer portal and you will be redirected to the Learning Space.
The pre-meeting gives you the opportunity to explore our Learning Space and to familiarise yourself with the technology to start off your online training on the right foot. This is a non-binding offer for all our customers and not a prerequisite for participation. If a pre-meeting date does not suit you but you would still like a technology check, please contact us.
Our Recommendations
Further Information
Your Contact Person
We are happy to advise you personally and individually.
Dr. Myriam Friedel
Conference Manager
+49 6221 500-563
m.friedel@forum-institut.de