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We all recognise the importance of opinion leaders to the successful development and commercialisation of pharmaceuticals.  Working with opinion leaders can bring difficulties – choosing the right people to collaborate with; compliance with internal rules and external regulations; internal communications; ensuring that the best fit opinion leaders want to work with you.  However, a systematic approach to the identification, mapping and development of opinion leaders brings enormous benefits.

The workshop will look at strategies and tactics for building long-term relationships with opinion leaders taking into account the needs of both the company and the opinion leaders themselves. 

The workshop will cover:

Establishing and maintaining long term relationships – tools to reach and interact with them to maximise relationship
Internal coordination and objective setting to ensure optimum KOL management across functions and geographies
Choosing the right KOL for the right task
Setting up open/transparent frameworks for industry / KOL interaction
Appropriate KOL activities for each stage of the product lifecycle

Delegates will be given practical tools and guidance for optimising opinion leader interactions. 

About the Briefing Leader:

Neil Kendle is one of the most experienced healthcare communications consultants in Europe with over 25 years consultancy experience. 

After working as a clinical psychologist, Neil moved to the Pharmaceutical industry working in various capacities in sales, clinical trials and marketing before moving into PR, initially at Burson Marstellar, then the largest PR agency in the world.  In 1987 he established Fusion Communications.  Fusion became one of the most successful and highly regarded UK-based consultancies, working on UK, pan-European and global programmes. It was during this time that Neil pioneered many ground breaking initiatives that have subsequently become standard practices in healthcare communications.  In 1998 Fusion was acquired by the Lowe Group, becoming Lowe Fusion Healthcare.

Kendle Healthcare
Kendle Healthcare concentrates on exclusively on opinion leader development including strategic consultancy, opinion leader identification and profiling and stakeholder mapping. 

Workshop programme

8:30 Registration & Coffee

9:00 Welcome and Introduction

9:10 What type of Opinion Leader when?

9:30 Identification and evaluation of Opinion Leaders

10:20 Morning Coffee

10:50 What Opinion Leaders want from the relationship

11:50 Regulations/internal compliance/data protection

12:15 Discussion & Questions

12:30 Close of Workshop


The Charles Hotel

Sophienstrasse 28
Munich 80333

The Charles Hotel



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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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