The use of social media as a tool for marketing pharmaceutical products has vast potential, but only if used correctly. This SMi masterclass is designed for people in pharmaceutical companies with responsibility for engaging customers and stakeholders, including consumers, patients, healthcare professionals, and patient organisations. The event will benefit both those with no existing experience of using social media for pharmaceutical engagement and also more exprienced professionals looking to bring their skills right up to date. 

Why Attend?

By attending this masterclass you will gain an up-to-the-minute view of the current opportunities in social media and learn how to incorporate them into your own goals and objectives. You will also learn how to measure the results of social media to analyse return on investment throughout your campaigns.

The masterclass will include current case studies from pharmaceutical companies worldwide and you will learn what is working well and not so well. You will find out how to take small steps with measurable outcomes to develop a low-risk social media strategy that achieves successful results.  


Who should attend?

This event is relevant for professionals working in the following areas:

  • Branding,
  • Communications,
  • Product Management,
  • Marketing
  • Public Affairs

In association with:


About the workshop leaders:

Daniel Ghinn, Director of Digital Engagement, Healthcare, Creation Interactive
As Director of Digital Engagement, Healthcare at engagement strategy consultancy Creation Interactive, Daniel has over a decade of experience helping pharmaceutical and healthcare companies to achieve better results through digital engagement. Prior to launching Creation Interactive in 1998, Daniels career included a role in pharmaceutical intelligence with Medicare Audits (later to become IMS Health) where he worked with international pharmaceutical clients to gain marketing insights from prescriber activity analysis.
Daniel is also editor of Healthcare Engagement Strategy, an e-journal for communicators and leaders in pharmaceutical and healthcare organisations read by senior executives in most of the world's largest healthcare companies.



Paul Grant, Head of Strategy Implementation, Creation Interactive
Paul Grant’s role as Head of Strategy Implementation at engagement consultancy Creation Interactive follows an international career at the forefront of digital media innovation in healthcare and consumer brands. With previous roles as Senior Lecturer and Bachelor of Arts module leader at the SAE Institute in Sydney, the world’s largest college in the fields of audio, digital film and new media, Paul has developed much of Creation Interactive’s education and workshop material. With Creation Interactive, Paul is actively involved in the definition and implementation of digital engagement strategies for international healthcare organisations.




Masterclass programme

9:00 Registration and Coffee

9:30 Introduction to social media in pharma

10:15 Social media platforms for pharmaceutical companies

11:15 Morning Coffee

11:30 Social media concepts for pharmaceutical companies

12:30 Lunch

13:30 Special considerations for pharmaceutical companies

14:30 Applying what you have learned

15:15 Afternoon Tea

15:30 Defining your social media engagement strategy

16:30 Your questions answered

17:00 Close of Master Class


Crowne Plaza Hotel - St James

Buckingham Gate 45/51
London SW1E 6AF
United Kingdom

Crowne Plaza Hotel - St James



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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.


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.


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.


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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