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In the fast-moving digital age, understanding changing customer needs and perceptions is an essential skill for pharmaceutical marketers and market researchers. Social media provides an opportunity to gain real-time insights into customer and stakeholder needs; reactions to news, studies and products; and to assess the impact of changes in the competitive landscape. In this workshop, led by one of the industry’s seasoned authorities on online market research, you will discover how to:
 

• Define business questions you could answer through social media.
• Segment customers in social media to learn about the unique needs of each customer type.
• Use historic data to understand the impact of changes in the competitive environment on your customers.
• Monitor customer reactions in social media.
 

Leverage insights from social media at medical congress meetings.
Ensure regulatory compliant online market research and handle adverse event reporting.
Apply insights from social media to transform brand planning.

Workshop LEADER

keynote-img

Daniel Ghinn

CEO and Founder, Creation Healthcare

Daniel Ghinn has been leading and tracking digital health innovation since the late 1990’s when he co-founded Creation Healthcare. Since then he has advised many of the world’s largest pharmaceutical and health organisations on healthcare engagement in the digital age, including health providers, policy makers, and the World Health Organization.

In 2013, Daniel invented Creation Pinpoint, a service for learning from healthcare professionals in public social media. Built on a proprietary technology platform, Creation Pinpoint analyses to public social media conversations among more than 175,000 doctors, nurses and pharmacists worldwide and is now used by most of the world’s largest pharmaceutical companies.

Daniel is a regular writer on health communications and is editor of Healthcare Engagement Strategy, the eJournal for health communications innovators, and HCPDOLS.com, a digital resource dedicated to learning from healthcare professionals in public social media.

 

Creation Healthcare

Creation Healthcare develops engagement strategies for healthcare companies and organisations by studying the online behaviours of health stakeholders including healthcare professionals, policymakers and patients. The company’s proprietary service, Creation Pinpoint, is the world’s leading platform for monitoring healthcare professionals in public social media and is used by 60% of the world’s largest pharmaceutical companies to support market research, business intelligence and brand planning.

Workshop programme

13:30 Registration

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

14:00 Opening remarks and introductions

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

14:10 Session 1: Social Media for Market Research and Business Intelligence: The Opportunity and the Challenge

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

14:50 Session 2: Defining and Answering Business Questions using Social Media Listening

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

15:30 Afternoon Tea

16:20 Session 3: Researching Social Media at Medical Congress Meetings

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

16:40 Session 4: Compliance; Integrating Insights; and Application to Brand Strategy

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

17:20 Closing remarks: Your Action Plan

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

17:30 Close of Workshop

Daniel Ghinn

Daniel Ghinn, CEO and Founder, Creation Healthcare
View Bio

Stefan Marcus

Stefan Marcus, Research Strategist, Creation Healthcare

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Holiday Inn Kensington Forum

97 Cromwell Road
London SW7 4DN
United Kingdom

Holiday Inn Kensington Forum

Holiday Inn Kensington Forum is perfectly situated in one of London’s most luxurious and beautiful areas within South Kensington. 

The hotel is just 2 minutes walk from Gloucester Road tube station for convenient travel to Hyde Park, London Eye, Tower Bridge plus more of London’s top attractions. There are also easy and direct links to some major transport hubs including Victoria, Kings Cross St Pancras, Paddington and Heathrow. 

This distinctive hotel in south London has so much to offer to make all guests really feel at home. The latest Holiday Inn relaunch is not just about the new look and feel for the hotel but to offer guests more benefits during their stay including a pillow menu for extra comfort during their sleep and a curved shower rail for more spacious feel. 

In addition to our 906 rooms, all business guests can take advantage of our meeting and conference facilities including High Speed Internet Access and unlimited Starbucks coffee at The Academy. Our hotel’s professional event planners are on board to help take the hard work and stress away from planning your next event. 

So whether you in London on business or pleasure, make the Holiday Inn London Kensington Forum your first choice of hotel and book your accommodation for our lowest internet rate guarantee. 

HOTEL BOOKING FORM

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WHAT IS CPD?

CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

CPD AND PROFESSIONAL INSTITUTES

There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

GLOBAL CPD

Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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Contact SMi GROUP LTD

UK Office
Opening Hours: 9.00 - 17.30 (local time)
SMi Group Ltd, 1 Westminster Bridge Road, London, SE1 7XW, United Kingdom
Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
Website: http://www.smi-online.co.uk Email: events@smi-online.co.uk
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