CPD Accredited Courses for 2018Book your place at: www.hca-uk.org/events

CPD Accreditedhca

CPD Accreditation

All our courses in 2018 will be HCA Continued Professional Development (CPD) Accredited so they can form an integral part of healthcare communication professionals’ personal development plans. In providing CPD Accreditation the HCA uses independent assessors to ratify that our courses meet accepted CPD standards.

The HCA proactively represents and champions on behalf of the healthcare communications sector. A not-for-profit organisation, with membership comprising in-house teams, agencies and individuals working in healthcare communications across diverse business sectors, the HCA provides the collective voice to establish, maintain and improve best practice and quality standards. As an accreditor of continuing professional development in healthcare communications, the HCA takes the leading role in providing education and shared learning, helping organisations and individuals develop their professional skills. With cross-industry membership, the HCA also provides unique business intelligence and networking opportunities for its members.

The Healthcare Communications Association (HCA)

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New to communications / healthcare4 Pharmaceutical Industry Essentials5 Molecule To Marketing

Mid-level practitioners6 Strategic Planning In Medical Communications (Pre-Launch)7 Strategic Planning In Medical Communications (Post-Launch)8 Effective Creativity In Patient Engagement Communications

Mid-level / Senior Practitioners 9 Persuasion & Negotiation Skills10 Crisis Communications11 Navigating The Complexities Of Market Access In Europe

Pharma Industry Code12 ABPI Code Training For Novices12 Top-Up 2018 ABPI Code Update For Experienced Practitioners

Organisational Health13 Mental Health First Aid Champions For The Healthcare Communications Workplace

About HCA CPD Accreditation14 HCA CPD Accreditation - How is a course assessed to receive HCA CPD Accreditation?

CPD Accredited course directory

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The perfect course combination for those new to the Healthcare Communications sector

Course overview: This full day workshop offers a valuable insight into the structure and function of the pharmaceutical industry; helping you to understand and perform well within your environment. This course is aimed at junior staff.

Who should attend?This event is aimed at those new to the sector and the pharmaceutical industry. However, it is also open to more senior consultants/account managers who think they would benefit from having a general overview of the whole industry.

Learning objectives:• Be aware of the history and development of the pharmaceutical industry• Know how the industry is segmented and the identity of its major players both now and in the future• Understand the protection afforded to a pharmaceutical product through its patent• Understand the development process by which a promising molecule becomes a profitable drug• Be able to differentiate between the various phases of pre-clinical and clinical development• Know how pharmaceutical products are licensed through

regulatory authorities and appreciate the importance and process of pharmacovigilance• Know how and increasingly where drugs are manufactured• Appreciate the various laws and codes of practice which control the industry• Be aware of the major pharmaceutical markets and know how companies access these markets before then promoting their products• Have considered potential future trends within the industry and therefore future opportunities

Key content:• Pharmaceutical industry history• Market statistics• Disease and research trends• Mergers and acquisitions• Key industry issues• Patent protection• Pharmaceutical development - pre- clinical and clinical, clinical studies, regulatory authorities, product licences, Healthcare Technology Assessment (incl. NICE)• Pharmacovigilance• Pharmaceutical manufacture and GMP • Markets and market access• Market value assessment & forecasting• Formularies • Ethical codes and regulation• Future industry, technology and disease trends

PHARMACEUTICAL INDUSTRY ESSENTIALS

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Course overview:The HCA ‘Molecule to Marketing’ course provides attendees with a comprehensive introduction to the principles and practicalities of healthcare communications. The full day’s course comprises a dynamic mix of theory and practical sessions, with expert speakers on hand to impart advice and provide guidance.

Who should attend?Suitable for anyone in their first communications role or those working alongside PR and medical education/communications colleagues who wish to gain ‘real world’ insight into what can be gained from effective and engaging communications activities.

Key content:The course includes a review of how medicines come to market, a talk from a senior pharma marketer, and insights into how communications and stakeholder activity adds value to the mix before and after launch.

A major element of the programme is practical, with a hands-on workshop allowing delegates to work together in small teams to solve some classic communications challenges and develop creative solutions.

MOLECULE TO MARKETING, AN INTRODUCTION TO HEALTHCARE COMMUNICATIONS

The full day’s course comprises a dynamic mix of theory and practical sessions

For more information on facilitators, dates, venues and to book your place, please go to www.hca-uk.org/events

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Course overview: This highly interactive course will help participants gain a stronger strategic foundation, by better understanding the differences between objectives, strategies and tactics, and the key steps to consider when developing a medical communications programme for a pre-launch product.

Who should attend?The course has been specifically developed for mid-level communications practitioners (including account handlers and medical writers) who want to step out of a daily project delivery mindset and develop their strategic understanding.

STRATEGIC PLANNING IN MEDICAL COMMUNICATIONS (PRE-LAUNCH)

Learning objectives:Provide participants with a better understanding of:

• Know the difference between an objective, strategy and tactic• Understand the challenges involved for a new product entering a competitive marketplace• Understand the role of medical communications in supporting a product through Phase II/III development• Be able to design a top-line medical communications plan supporting a product that is in Phase II development and entering into Phase III

Key content:Comprising mostly of small group breakout sessions interspersed with plenary sessions led by experienced experts, the course will use a pan-European case study to offer a perfect opportunity to gain hands on experience in the safety of a group training environment – allowing attendees to focus on developing the skills and knowledge from experts and peers alike.

7For more information on facilitators, dates, venues and to book your place, please go to www.hca-uk.org/events

Course overview: This highly interactive course will allow participants to try their hand at addressing some real-world scenarios they can face once a product has launched, looking at strategic challenges and opportunities specific to a medical communications perspective.

Who should attend?The course has been specifically developed for more experienced mid-level communications practitioners (including account handlers and medical writers) who want to step out of a daily project delivery mindset and expand their strategic planning skills.

Learning objectives:Provide participants with a better understanding to:

• Be able to respond to typical post-launch scenarios that may occur when working with medical education clients

• Be able to evaluate what the scenario means for a brand and how medical education can help to address any corresponding issues

• Be able to develop strategies to address post-launch scenarios

Key content:Comprising mostly of small group breakout sessions interspersed with plenary sessions led by experienced experts, the course will use a pan-European case study to offer a perfect opportunity to gain hands on experience in the safety of a group training environment – allowing attendees to focus on developing and refining skills and gaining insights on best practice from experts and peers alike

STRATEGIC PLANNING IN MEDICAL COMMUNICATIONS (POST-LAUNCH)

interactive

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The Lions Health festival of marketing and communications creativity has really created an industry wide step change in championing the importance of creativity in healthcare communications. But, the reality of working within healthcare is understanding just how far we can push the boundaries within the regulatory environment.

Patient engagement is a strategic priority in health communications – creativity is often recognised as the secret weapon in enabling clients to ensure their messages reach the patient audience, with a view to ultimately change behaviour.

So, what exactly is creativity and how do we measure it?This workshop will take you through best practice and the pitfalls in creativity. Leading communicators in the sector will talk through effective creativity in practice, showcasing case studies to demonstrate how they pushed the boundaries to engage a patient audience.

You will be able to put your ideas into action, with the guidance of a leading creative consultant who will facilitate practical exercises, followed by critique and discussion.

From this course delegates will have:• An understanding of the regulatory & ethical environment for creative patient engagement and the considerations for patient communications vs healthcare professionals• Recognition of the importance of identifying patient insights and behaviour change pathways• Reviewed best practice examples of effective creativity in patient engagement communications• Identified how creativity can be achieved and how to assess• Practical experience in developing creative thinking using learned techniques

The workshop comprises plenary sessions, group work, discussion and practice and is aimed at junior to mid-level communication practitioners.

EFFECTIVE CREATIVITY IN PATIENT ENGAGEMENT COMMUNICATIONS

9For more information on facilitators, dates, venues and to book your place, please go to www.hca-uk.org/events

Course overview: The ability to successfully change behaviours in others, without necessarily having authority over them, is an essential skill within healthcare communications. Encouraging others to appreciate your thoughts, ideas and opinions and to take suggested action supports professional dialogue.

You influence, consciously or unconsciously everyone with whom you interact. Understanding the specific needs of your colleagues, clients, healthcare professionals, indeed any stakeholder together with understanding how to best communicate with that person or team is the key to your success.

Success may involve a degree of negotiation to achieve a win-win outcome and communication should engage or respect all of the levels of the human iceberg model which underpin behaviour and therefore performance.

This one day interactive workshop, will help you to influence others more effectively, through focusing as much, if not more, on their needs than your own.

Who should attend?Aimed at mid-level to senior communication practitioners,

although the content will not preclude those with less experience.

Learning objectives:• Be able to define and describe the processes of persuasion and negotiation• Know the strengths and weaknesses of your own influencing / negotiation style and appreciate how to amend your style if and when necessary• Plan effectively prior to engaging in communication• Recognise the different behavioural styles and needs of others and utilise this insight to achieve a mutually-beneficial outcome• Gain personal and professional respect through modelling effective communication• Adapt your behaviour as appropriate according to the requirements of the communication medium and cultural expectations

Key content:The workshop, which incorporates some very powerful principles from Neuro-Linguistic Programming (NLP) and negotiation, will introduce you to a compelling six step process which helps you to achieve your desired outcome, whilst enabling the other person to benefit too. The workshop comprises plenary sessions, group work, discussion and practice.

PERSUASION & NEGOTIATION SKILLS

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Course overview: Using practical guidance, experience sharing, case studies, and roleplay, this course will introduce communicators to the principles and strategies to be prepared for, and to appropriately respond to, a crisis.

Who should attend?This course has been developed for mid-level and senior communications professionals with responsibility for being involved in the planning for, identification of and response to crises within their organisations or client’s organisations.

Learning objectives:• Understand the difference between

an issue and a crisis• Able to recognise a crisis when it

first emerges• Have clear guidance of do’s and

don’ts in a crisis• Be aware of good and poor crisis

handling• Have clear guidance on how to

implement an effective strategywithin their own company orclient’s organisation

• Have the knowledge to be ableto develop effective preparatorytemplate materials

• Able to handle the media (includingsocial media) in a calm andcontrolled manner

CRISIS COMMUNICATIONS

Principles and strategies to be prepared for, and to appropriately respond to, a crisis.

11For more information on facilitators, dates, venues and to book your place, please go to www.hca-uk.org/events

NAVIGATING THE COMPLEXITIES OF MARKET ACCESS IN EUROPE

Course overview: Market access can appear a complex process with a language of its own. This highly interactive course has been designed to enable delegates to develop a framework by which to approach communication plans for their agency, clients or company that take into consideration the market access environment. Building on a solid understanding of the market access environment, the course takes a payer-centric approach to the development of value-based communications.

Who should attend?This course has been developed for professionals with responsibility for developing communications that need to encompass an understanding, or integration, of payer messaging. Delegates may operate in agencies and in the lifescience industry at country or EU-level.

Learning objectives:• To understand the concept, principles and language of market access• To develop an appreciation of the market access landscape in Europe• To understand the differences in approach to market access taken by key healthcare systems in Europe• To put yourself in a payer’s shoes to understand their needs and how the industry can add value to them

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Course overview: This half day course will provide an essential overview of the current ABPI Code of Practice. It will provide an understanding of the underlying principles of the ABPI Code, as well as specific examples of its application in everyday situations. There will be opportunity for open discussion and to ask questions about scenarios that apply to your day-to-day work

Who should attend?New (0-2 years industry experience) communications/public affairs practitioners

Learning objectives:Delegates will gain an understanding of:• Principles of the ABPI Code & its

operation• Insight into how the Code relates to:- Meetings & speakers- Press releases- Disease awareness campaigns- Social media

ABPI CODE TRAINING FOR NOVICES

Course overview: This half day course will enable experienced communications specialists to gain a deeper understanding of the ABPI Code. An interactive workshop will help develop insight into the risks and benefits of key activities and creative concepts. Questions and discussion are most definitely welcome.

Who should attend?Experienced communications/public affairs practitioners

Learning objectives:This course will:• Provide clarity on key topics

such as meetings, speakers,spokespersons and digital media

• Provide insight derived from thelatest case precedents

TOP-UP 2018 ABPI CODE UPDATE FOR EXPERIENCED PRACTITIONERS

13For more information on facilitators, dates, venues and to book your place, please go to www.hca-uk.org/events

Course overview: A one day mental health awareness and skills course run in partnership with Mental Health First Aid (MHFA) England, which qualifies delegates as an HCA accredited MHFA Champion for their organisation.

Who should attend?Suitable for senior managers across all disciplines who have responsibility for people’s wellbeing.

Learning objectives:Based on MHFA England’s established MHFA Champion programme which has been used extensively across many business sectors, this course has been tailored to the healthcare communications workplace.

Healthy people are happier, more engaged and more productive. Employers across the UK are acting now to support the wellbeing of their people and create mentally healthy businesses.

HCA MHFA Champions will have:• An understanding of common mental health issues • Knowledge and confidence to advocate for mental health awareness• Ability to spot signs of mental ill health• Skills to support positive wellbeing

Key content:Through a mix of group activities, presentations and discussions, each session is built around a proven Mental Health First Aid action plan.

Everyone who completes the course gets an MHFA manual to keep and refer to whenever they need it, and a badge and certificate to say they are an HCA MHFA Champion.

You’ll also get a copy of the Line Managers’ Resource; an invaluable source of advice on how to support an employee experiencing mental ill health.

MENTAL HEALTH FIRST AID CHAMPIONS FOR THE HEALTHCARE COMMUNICATIONS WORKPLACE

MHFAchampion

About HCA CPD Accreditation

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• Documentation of HCA CPDAccreditation Credits will usuallybe in the form of electronic creditcertificates, emailed to participantswho have completed the courseand any required assessment.These will be approved anddistributed by the designated CPDcourse organiser

How is a course assessed to receive HCA CPD Accreditation?

HCA CPD Accreditation assessment is a 3-stage process:

• The course to be accreditedis assessed to determine if it isrelevant and tailored to healthcarecommunication professionals

• The method of delivery is thenassessed to ensure it is appropriatefor the learning outcomes

• The content and deliverymethodology is then alsoindependently assessed to ratifythat accredited courses meetaccepted cross-industry CPDstandards

As the leading organisation representing Healthcare Communications, the HCA accredits Continued Professional Development (CPD) activity to help ensure high and consistent standards are achieved and that learning is tailored to our sector. Currently, the HCA accredits CPD courses online and in the workshop setting.

• All HCA courses in 2018 will beHCA CPD Accredited

• The HCA recommends thatall healthcare communicationprofessionals have PersonalDevelopment Plans (PDPs) andthat these include appropriate CPDexpectations

• The HCA also supports theimportance of Reflection as anintegral part of any CPD activityto identify and put into practicebehaviour changes as an outcomeof learning. However, time spent inReflection is not currently formallyaccredited as part of the HCA CPDAccreditation scheme

• All CPD activity accredited bythe HCA will have a designatedCPD course organiser who willbe responsible for maintainingthe quality standards required indelivering the CPD activity and forproviding HCA CPD AccreditationCredits to those participating

• One HCA CPD Accreditation Creditequates to one hour of online orworkshop-based learning

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CPD Accreditedhca

CPD Accreditedhca

For more information on facilitators, dates, venues and to book your place, please go to www.hca-uk.org/events