01

Setting objectives

• Defining success and aligning KPIs with business and commercial goals.

02

Understanding the customer

• Customer identification and personas – clinicians, KOLs, procurement leads, and administrators.

• Customer journey foundations – mapping digital and in-person touchpoints.

• Customer needs-based messaging – mapping customers’ needs along the journey

03

Content Strategy

• Getting the attention of your ideal customer profile through engaging, compliant content.

• Aligning your content to the needs of your audience at each stage of the journey.

• Auditing your current content for opportunities and gaps

• Creating a content plan that supports awareness, consideration, and lead generation.

04

Reaching existing and new customers online

• Ensuring your website shows up when potential customers are looking for information (SEO, SEM and LLM visibility).

• Social media: how to use LinkedIn for engagement and lead generation.

• Running effective campaigns using LinkedIn paid advertising

• Email and retargeting: building segmented, personalised campaigns that nurture relationships.

05

In-person event support

• Event amplification – pre-event audience warming, live digital engagement, and post-event nurturing.

• Maximising the value of congresses and training events through digital follow-up and content repurposing.

06

Results and optimisation

• Setting KPIs and monitoring performance against business goals.

• Using analytics tools (eg. GA4, LinkedIn Campaign Manager and Google Search Console) to measure what matters.

• Building feedback loops for continuous improvement.

• How to use ongoing measurement to improve your performance and demonstrate ROI.

• 4 x 30-minute follow-up calls to support day-to-day optimisation of LinkedIn (valid within 12 months of training session).