Julian Hohendorff
Consultant & Coach
JH Consulting & Coaching
Marketing & Sales
Firmenseminare
Customer Engagement Certificate Program
Maximize Engagement Impact in Times of Decreasing Access
As it becomes increasingly challenging to reach your customers, every touchpoint - both digital and analog - needs to make an impact. Approaching the right customer in the right place at the right time with the right message – this is the task for every customer-facing team member.
The Customer Engagement Certificate Program helps you master the art of meaningful engagement – from strategy via tactics to execution.
You’ll learn how to better understand your customers needs and preferences. You will experience real-life persona research with Swiss doctors and understand their decision-making processes to ultimately design end-to-end customer-centric campaigns.
In a dedicated module, you will explore the various technology options that are available in the market to enable orchestrated customer engagement. You will also gain a realistic understanding of how AI can enhance customer engagement – such as content generation or next best action. Additionally, you'll examine how to tailor messaging to different personas to ensure relevance and resonance across touchpoints.
Lastly, working as one customer-facing team – within the limit of the Swiss Pharma Codex – will require significant changes to ways of working and adapted behaviours of everyone involved. In a specific change management module, we will review proven change management approaches as well as venture into behaviour change and experimentation.
4 Modules to the Customer Engagement Certification
The program consists of 4 Modules to get full certification. Module 1 is mandatory to be able to attend other modules.
Modules 2 – 4 can be booked individually.
The Certificate Program is designed for professionals from Pharma RX/OTC, Medtech and Diagnostics:
- Brand / Product / Medical Manager
- Digital Leaders / Managers
- Chapter / Squad Leaders
- Communication Manager
- Marketing / Sales Managers
- Commercial Excellence Leaders
- Sales Force Effectiveness Leaders / KAM
- Business Unit Heads
Modules
This Module is a 1 day seminar and mandatory to be able to attend other modules.
Module content
Module content
- Introduction to customer engagement and potential benefits
- Identifying customer needs and preferences
- The equation: 3 Cs and 1 E: Customer + Content + Channel = Engagement
- Tools from the toolbox: Personas and Customer Journeys
Location
Lecturers
This Module is a 2 day seminar
Module content
Module content
- Best-practice-Sharing Session with Claudia Miehlke: Agency collaboration models
- Designing and planning an customer engagement measure
- Developing engagement objectives and key messaging
- Best-practice-Sharing Session: Texting knowledge and Persona-specific texting
- Developing a content + channel mix
- Developing a user journey
- Creating a success measurement framework with the right KPIs
Location
Lecturers
Julian Hohendorff
Consultant & Coach
JH Consulting & Coaching
This Module is a 1 day seminar
Module content
Module content
- Utilizing technology and automation tools
- Overview of relevant technology players
- Best-practice-Sharing Session with Patrick Fischer: AI as an efficiency driver for customer engagement
- Automation potential for small teams and limited budgets
Location
Lecturers
Julian Hohendorff
Consultant & Coach
JH Consulting & Coaching
This Module is a 1 day seminar
Module content
Module content
- Six stages of change
- Logical layers impacting change
- Behaviour change wheel
- Interventions to drive change
- Breaking down silos: cross-functional customer engagement
- Change tracking
Location
Lecturers
Julian Hohendorff
Consultant & Coach
JH Consulting & Coaching
Julian Hohendorff
Consultant & Coach
JH Consulting & Coaching
Claudia Miehlke
Geschäftsleitung, Communication Manager
Puls AG | Health Communication
Patrick Fischer
Senior Director Client Solutions
FFI Ventures GmbH
Stefanie La Brooy-Nollenberger
Digital Engagement Lead
AstraZeneca
Customer Engagement Certificate Program
Please choose module and date
Language
English
Course type
Certificate Program
Attendance seminar
Cost per person (excl. VAT)
CHF 4'900 .– (for shqa members)
CHF 7'400 .– (for non-members)
Included in this fee: seminar documents and confirmation of participation
I appreciated the structured theoretical part just as much as the practical contributions from professional experience. It was perfect for me to make the necessary connections. Everything was rounded off by case studies that simulated the application of the learned content, as well as the exchange with peers. For me, it was ideal either as an introduction to a new topic or as a deep dive into a familiar field.
Christoph Humula, Brand Team Coordinator - Innovative Medicines, Bristol-Myers Squibb SA
Graduate Omnichannel Pharma Certificate Program