Start

13/04/2026

Duration

10 sessions

  • Monday: 18:30 - 21:30
  • Wednesday: 18:30 - 21:30

Location

Edufin Space
Phường Tân Định, Hồ Chí Minh

Program Introduction

  • Have you ever launched a campaign but the results were “not as expected
  • Are you struggling to connect doctors, pharmacies, and patients across multiple channels in an effective and seamless way?
  • Do you want to build a comprehensive, systematic, and highly convincing marketing plan with strong execution?

This course is designed for you — marketers working in the pharmaceutical, medical device, or healthcare industry, or medical representatives who want to step up and take on higher roles in marketing.

Who is this course for?

Marketers at pharmaceutical companies (MNCs or local).

Marketers or Account Executives at healthcare agencies.

Pharmacists looking to transition into marketing roles.

Product managers who want to optimize communication and marketing effectiveness.

After this course, you will:

Confidently develop a complete Omnichannel Marketing plan.

Master specialized and effective communication approaches for each target group (doctors, pharmacists, patients).

Learn how to select, build, and implement communication channels effectively in the pharmaceutical industry.

Become proficient in using metrics and data to evaluate campaign performance, optimize strategies, and make data-driven decisions.

Avoid common mistakes when implementing Omnichannel strategies, saving time and resources.

Contact

Main Lecture

Mr. Nguyễn Thành Nhân

Strategic Segment Leader (BDI BU) and Commercial Excellence Lead, Becton Dickinson

With over 12 years of experience in Sales & Marketing within the Pharmaceutical and Medical Device sectors, Mr. Nhan has held various key positions at leading multinational corporations such as GSK, Novartis, and Abbott, including: Head of Marketing, Marketing & Sales Lead, Group Product Manager, etc.

He has successfully implemented numerous groundbreaking strategic projects, particularly in areas such as Launch Excellence, Omnichannel Marketing, Patient Activation & Support Programs, and LOE Management (Loss of Exclusivity). These projects not only helped pharmaceutical brands expand their markets but also optimized business models, enhanced customer engagement, and increased support from healthcare professionals (HCPs).

Not only is Mr. Nhan a hands-on expert, but he is also a mentor and trainer for many talents in the industry, helping... View More Details

Main Lecture

Mr. Nguyễn Thành Nhân

Strategic Segment Leader (BDI BU) and Commercial Excellence Lead, Becton Dickinson

With over 12 years of experience in Sales & Marketing within the Pharmaceutical and Medical Device sectors, Mr. Nhan has held various key positions at leading multinational corporations such as GSK, Novartis, and Abbott, including: Head of Marketing, Marketing & Sales Lead, Group Product Manager, etc.

He has successfully implemented numerous groundbreaking strategic projects, particularly in areas such as Launch Excellence, Omnichannel Marketing, Patient Activation & Support Programs, and LOE Management (Loss of Exclusivity). These projects not only helped pharmaceutical brands expand their markets but also optimized business models, enhanced customer engagement, and increased support from healthcare professionals (HCPs).

Not only is Mr. Nhan a hands-on expert, but he is also a mentor and trainer for many talents in the industry, helping them advance to positions such as Area Sales Manager, Product Manager, and Marketing Lead at multinational corporations. With teaching experience at Western Sydney University and Business Management Group Training, he provides practical insights and a strategic approach, enabling learners to effectively apply their training to real-world business scenarios.

As one of the lead instructors of the Pharmaceutical Marketing Development Program at Readiness, Mr. Nhan helps students develop strategic thinking, understand the market, grasp customer insights, and build a solid marketing foundation. With a hands-on teaching approach, he guides them on how to plan, execute effective campaigns, and create breakthrough impacts in the pharmaceutical industry, enabling students not only to learn but also to apply their knowledge immediately in their work to enhance their competitive capabilities.

Main Lecture

Mr. Lưu Tuấn Khánh

Digital Manager, Youmed & Hedima

With 8 years of experience in Digital Marketing, including 5 years focused on consulting and implementing digital campaigns in the Healthcare sector, Mr. Khanh has partnered with multinational pharmaceutical corporations to develop integrated Digital Marketing strategies that optimize customer engagement processes, enhance communication effectiveness, and ensure compliance in the healthcare environment.

He has directly advised and implemented Digital Marketing for over 200 pharmaceutical brands in the Vietnamese market, successfully creating patient engagement models using digital technology and applying data analytics to Digital Healthcare campaigns, which optimize the customer journey, improve patient experience, and enhance marketing performance. The campaigns he executed have enabled businesses to achieve sustainable revenue growth, expand reach, and increase trust.

As an instructor for the Pharmaceutical Marketing Development... View More Details

Main Lecture

Mr. Lưu Tuấn Khánh

Digital Manager, Youmed & Hedima

With 8 years of experience in Digital Marketing, including 5 years focused on consulting and implementing digital campaigns in the Healthcare sector, Mr. Khanh has partnered with multinational pharmaceutical corporations to develop integrated Digital Marketing strategies that optimize customer engagement processes, enhance communication effectiveness, and ensure compliance in the healthcare environment.

He has directly advised and implemented Digital Marketing for over 200 pharmaceutical brands in the Vietnamese market, successfully creating patient engagement models using digital technology and applying data analytics to Digital Healthcare campaigns, which optimize the customer journey, improve patient experience, and enhance marketing performance. The campaigns he executed have enabled businesses to achieve sustainable revenue growth, expand reach, and increase trust.

As an instructor for the Pharmaceutical Marketing Development program, Mr. Khanh will help students master strategies, effectively use Digital tools, and optimize multi-channel communication campaigns to drive change in the digital era of the pharmaceutical industry.

24 HOURS TO BUILD PRACTICAL CAPABILITIES

Station 1 (3 sessions): Trends and Customer Engagement Strategies in the Digital Era

Duration: 3 sessions (S1–S3)

This module helps you get a comprehensive update on the pharmaceutical & healthcare market landscape during the digital transformation era, where the behaviors of HCPs, pharmacists, and patients are rapidly changing. You will learn about the latest Digital & Omnichannel trends, analyze customer journeys at each touchpoint, and personalize experiences for each segment. The module also points out common barriers and mistakes to avoid when shifting from offline to online channels. This is an essential strategic mindset foundation if you want to design truly effective campaigns — reaching the right people, through the right channels, at the right time.

 

Session 1:

Digital Marketing Trends in the Pharmaceutical Market

 

1. The Pharmaceutical & Healthcare Industry in the Digital Era

  • How is the Pharmaceutical & Healthcare market transforming?

  • Key factors impacting marketing strategies in the industry.

  • The rise of Digital Health & E-healthcare.

  • Essential skills needed to thrive in a competitive environment.

2. Digital Marketing & Omnichannel Trends in Healthcare

  • Patient behaviors and journeys in the digital era.

  • Information-seeking and information-receiving behaviors of HCPs and patients.

  • New trends in marketing strategies, technology, and customer data.

  • Earned, Paid, and Owned media in the Pharmaceutical sector.

3. Challenges of Omnichannel in the Pharmaceutical Industry

  • Specific characteristics of marketing in the pharmaceutical sector.

  • Shifting mindset from offline to digital and omnichannel.

  • Policies, regulations, and limitations in pharma marketing (ETC, OTC, Vaccines, Consumer Health).

  • The lack of internal alignment for achieving optimal omnichannel effectiveness.

Case study: A successful Omnichannel Marketing campaign in the Healthcare industry.

 

 

Session 2:

Customer Engagement Strategies in the Digital Era

1. Customer Segmentation

  • HCPs: Information consumption habits, preferred channels, compliance requirements.

  • Pharmacies: Sales-focused, clear benefit-driven needs, responsive to point-of-sale activation.

  • Patients/Consumers: Receive information through educational content, KOLs/communities, social media.

2. Understanding Customer Behavior in the Digital Era and Key Behavioral Drivers

  • Buying behavior and purchasing process of patients or consumers.

  • The customer journey of HCPs (doctors, pharmacists, nurses, etc.) and patients in the digital era.

  • Key factors influencing customer behavior.

Group Exercise

Each group selects one product and practices analyzing customer behavior and key insights.

 

Session 3:

Deep Dive into Channel Strategies for Each Customer Segment

1. Analyze the advantages and disadvantages of each communication channel in the pharmaceutical industry

Internal channels

  • Email, CRM, detailing, eDetailing

Digital channels

  • Paid Ads, SEO, landing pages, social media, chatbot

Offline channels

  • Conferences, seminars, POSM (Point of Sales Materials), DSA (Direct Sales Activities)

Third-party channels

  • HCOs (Healthcare Organizations), media partners, medical platforms

2. Optimize touchpoints effectively

  • Build platforms to increase the number of touchpoints.

  • Develop multi-touchpoint engagement plans based on deep understanding of the customer journey.

  • Leverage technology and data to personalize experiences at each touchpoint.

  • Create a seamless experience across all channels.

3. Develop multi-layered channel strategies for each customer segment

  • Design the ideal channel mix for each persona.

  • Optimize frequency, messaging, and budget to achieve conversion goals.

Group Exercise

Create a multi-channel strategy for a selected customer segment and product.

 

Station 2: Building an Omnichannel Marketing Plan

Duration: 3 sessions (2 theory + 1 practical) (S4–S6)

This part helps you move from strategic thinking to practical execution by building a comprehensive Omnichannel plan tailored to the product you are managing. You will learn how to set SMART objectives, analyze the customer journey, select the right channels — with the right message, at the right touchpoints — and allocate budgets appropriately throughout each campaign phase.

The course also guides you on how to measure effectiveness using data, make data-driven decisions, and optimize via A/B testing, prototypes, or pilot programs.

Finally, you will present your plan to instructors and groups, receive feedback, make adjustments, and get ready to apply it to real-world projects.

 

Session 4.

Designing an Integrated Multimedia Communication Campaign

 

1. Define objectives for the Omnichannel campaign

  • Identify SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound).

  • Ensure objectives align with business goals and product strategy.

  • Group exercise: Define objectives & KPIs for the chosen product.

2. Analyze target audiences & customer journeys

  • Build detailed personas for target customers.

  • Analyze the customer journey in the pharmaceutical industry.

  • Identify customer touchpoints along the journey and how to optimize each touchpoint.

  • Define the desired MCQ (Most Critical Question or Most Critical Quality) for each customer group.

  • Group exercise: Develop personas & customer journey maps for the chosen product.

3. Select communication channels & draft campaign design

  • Prioritize channels based on objectives and target audience insights.

  • Choose channels according to criteria such as effectiveness (reach, impact, cost) and feasibility (internal processes, technology, compliance regulations, etc.).

  • Design an integrated campaign combining digital and offline channels to optimize customer experience.

 

Group exercise: Select appropriate communication channels and design a campaign plan for the chosen product.

 

Session 5.

Budget Allocation & Campaign Performance Measurement

 

1. Budget allocation & campaign optimization

  • How to allocate Omnichannel budgets effectively based on the desired MCQ (Most Critical Question).

  • Allocate budgets across Digital – Offline – Direct Sales channels to ensure optimal frequency and sufficient touchpoints.

  • Integrate and ensure the right channels, right messages, right frequency, while optimizing costs (cost per MCQ).

  • Group exercise: Develop a budget allocation plan for the selected product’s campaign.

2. Content strategy development

  • Define the Big Idea & Key Message consistently throughout the campaign.

  • Plan content for each campaign phase.

  • Personalize content based on customer personas.

  • Group exercise: Develop a content strategy for the selected product’s campaign.

3. Measuring & optimizing Omnichannel Marketing campaigns

  • Identify key KPIs and select tools for campaign performance measurement.

  • Evaluate campaign ROI (Return on Investment).

  • Plan for prototype development and pilot implementation.

  • Use A/B Testing to optimize campaign performance.

 

Group exercise: Identify key KPIs for the selected product’s campaign.

 

Session 6.

Presentation of Omnichannel Marketing Plan

1. Developing the Omnichannel Marketing plan

  • Teams develop an Omnichannel Marketing plan based on the content learned in Sessions 3 & 4.

2. Guidance on presenting the Omnichannel plan

  • Structure of a professional Omnichannel Marketing plan.

  • How to present persuasively and defend the plan to the management team.

  • Common mistakes when presenting an Omnichannel plan.

3. Presenting the Omnichannel plan

  • Present and defend the plan; receive feedback from lecturers and other teams.

4. Summary & learning points

  • Review and refine the plan based on feedback.

  • Summarize key lessons and practical takeaways.

Station 3: Effectively Implementing Omnichannel Marketing Campaigns

Duration: 2 sessions (S7–S8)

After building a solid plan, this module helps you move from “plans on paper” to practical execution. You will master how to implement campaigns step by step — from selecting the right channels (such as Zalo OA, Email, Webinar, Social, etc.), coordinating across departments, to using automation to ensure smooth operations.

You will also learn how to conduct safe pilot tests before scaling up, track real-time data, and optimize conversion continuously.

Especially, you’ll learn to avoid common pitfalls in real-world execution and hear practical sharing from guest speakers to help you perfect your campaigns in the most hands-on way.

 

Session 7

Developing and optimizing popular digital channels in the pharmaceutical industry

1. Zalo OA – A strategic owned media channel in the pharmaceutical industry

  • Suitable content types: product updates, medical documents, loyalty/reward points, etc.

  • Content strategy: Personalization + Engagement + Archiving.

  • Integrate ZNS – Chatbot – CRM to enhance reach and customer care effectiveness.

2. Social Media – A channel for shaping awareness & building communities

  • Characteristics of using Facebook, TikTok, LinkedIn for different product groups (OTC, Vaccines, Consumer Health).

  • How to develop scientific, compliant, yet attractive content.

  • Combine with suitable KOLs/Influencers to amplify content reach.

3. Email Marketing – Optimizing outreach to doctors/pharmacists with professional content

  • How to create in-depth email content (CME, clinical studies, new guidelines).

  • Factors that encourage HCPs to open emails: Subject line – Value – Format.

  • Integrate CRM to segment content based on reading habits.

  • Suitable email automation tools for the pharmaceutical industry.

4. Webinar – A high-value interactive bridge with HCPs

  • Key factors for a successful webinar: Topic – Speakers – Interaction – Follow-up.

  • Combine webinars with CRM, Social, and Zalo to maximize reach and effectiveness.

 

Session 8.

Executing an Omnichannel Marketing Campaign

1. Steps to effectively execute an Omnichannel Marketing campaign

  • Checklist: key steps for a successful Omnichannel campaign.

  • Develop a campaign timeline: from preparation and execution to evaluation.

  • Assign tasks and coordinate across departments.

  • Optimize workflow & automation to ensure campaign efficiency.

2. “Pilot before scale” models for safe and effective testing

  • How to select pilot regions.

  • How to measure short-term results and quickly gather feedback from Sales, Field Force, and HCPs.

  • Adjust flexibly before full rollout.

3. Monitoring, measuring & optimizing campaigns in real time

  • How to read data from Omnichannel channels.

  • Analyze data by channel and adjust tactics promptly.

  • Retargeting & remarketing strategies to optimize the conversion funnel.

  • When to adjust budgets and allocate resources to achieve the best results.

4. Common mistakes to avoid during execution

  • Lack of alignment among internal departments.

  • Relying on experience instead of data-driven analysis.

  • Guest sharing: Successful Omnichannel campaigns & practical lessons learned.

 

Budget for development investment

Standard

7,000,000 VNĐ/learner

8 sessions x 3 hours = 24.0 hours

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