Training › Patient Marketing
Your sales team reaches the clinician. Nobody is reaching the patient.
Healthcare companies spend everything reaching HCPs. They ignore the person who ultimately decides whether to seek treatment, ask about the product, or engage with the healthcare system. Patient marketing done compliantly is the fourth revenue lever that most companies haven't pulled. This workshop teaches your team how to build patient demand generation that's compliant with ABPI, ASA, and equivalent codes, and measurably effective.
- Duration
- Full day · Up to 12 participants
- Investment
- £1,500 · 100% credited against any programme commissioned within 30 days
- Guarantee
- Your team presents a patient marketing plan to leadership within 2 weeks, or we redesign and deliver it at no additional cost.
47 product launches · Law degree · 128 patient referrals in a single month · 12.8x ROAS across three international markets · ABPI and ASA compliant campaigns delivered
For teams who've only ever sold to clinicians.
Marketing Teams
You know patient marketing works. You've seen the case studies. But your legal team is nervous, your regulatory team has questions, and nobody in the company has done it before. This workshop gives your team the framework and the compliance architecture to run patient marketing without the risk.
Commercial Leaders
You're generating HCP demand but conversions are low because patients aren't asking about the product. Treatment rates should be higher. Patient awareness is the missing piece. This workshop shows you how to build the demand from the other end compliantly and measurably.
Medical Affairs Teams
You're being asked to support patient marketing but you're not sure where the regulatory line sits. This workshop maps the compliance framework what you can say, what you can't, which channels are appropriate, and how to design patient programmes that are both effective and defensible.
This is NOT for you if
- ·Your product is prescription-only with no compliant route to patient communication in your market (we'll tell you if this is the case)
- ·Your market doesn't have a viable direct-to-patient channel (rare, but some therapeutic areas genuinely don't)
- ·You're looking for someone to run the patient marketing for you (see our Direct-to-Patient service)
Compliant patient marketing. From first principles to live campaign.
In-person recommended. All compliance work is specific to your therapeutic area and regulatory environment.
01
The patient marketing landscape
How patient marketing works in regulated healthcare. The channels that reach patients compliantly. The difference between disease awareness (compliant) and product promotion (regulated). Where the line sits in ABPI, ASA, and MHRA frameworks and how to operate right up to it without crossing it.
02
Patient search behaviour and digital channels
How patients research treatments online. Search intent, the patient journey, and the digital touchpoints where compliant marketing can intervene. Paid search, social media, condition websites, and patient advocacy organisations what works in healthcare and why.
03
Building the patient campaign
Campaign architecture for patient marketing. Awareness to referral: the funnel that takes a patient from not knowing your treatment exists to asking their clinician about it. Landing pages, ad creative, compliance review, and the measurement framework that proves ROI to the board.
04
Your patient marketing plan
Apply the framework to your specific product, therapeutic area, and market. Your team leaves with a patient marketing plan channel strategy, campaign structure, compliance architecture, and measurement framework ready to present to leadership.
A patient marketing plan. Compliant, costed, and ready to present.
Patient Journey Map
How your patient moves from symptom awareness to treatment seeking to clinical referral. The touchpoints where marketing can compliantly intervene. Built for your specific condition and market.
Compliance Framework
ABPI, ASA, and MHRA applied to your specific campaign. What you can say, through which channels, to which audience. The compliance architecture that keeps your campaign defensible.
Channel Strategy
Which digital channels reach your patient population. Paid search, social media, condition platforms, patient organisations. Priority channels, expected costs, and indicative performance metrics based on comparable campaigns.
Campaign Architecture
Ad formats, landing page structure, lead nurture sequence, and clinical referral pathway. The end-to-end campaign structure from first patient touchpoint to clinician conversation.
Patient Marketing Plan
The consolidated plan: channel strategy, compliance framework, budget allocation, timeline, and measurement framework. Ready to present to leadership and brief to an agency or in-house team.
Measurement Dashboard Template
How to measure patient marketing ROI in healthcare. CPA by channel, referral conversion rate, cost per incremental treatment. The metrics that answer the CFO's question.
Guarantee
The only training guarantee that matters.
Your team presents a patient marketing plan to leadership within two weeks of training, or we redesign and deliver it at no additional cost. Training that doesn't translate to action is theatre. We keep skin in the game.
Most companies are leaving one entire revenue lever unpulled.
The companies who do patient marketing well consistently generate referrals that the clinical sales team then converts. The clinician still matters. But the patient asking the question changes the dynamic in the room completely.
Your £1,500 training fee is credited against any programme work commissioned within 30 days. The workshop becomes free if you engage us for a larger project.
Training £1,500 (full day) → Blueprint £5K-£10K (4-6 weeks, build the full patient marketing campaign) → Programme £25K+ (6-12 months, live patient acquisition programme with ongoing optimisation).
How it works.
Who should attend?
Marketing, medical affairs, and commercial leadership. Compliance or regulatory representation is highly recommended the compliance framework is built collaboratively. 12 participants maximum.
What pre-work is required?
A brief on your therapeutic area, current sales channels, and regulatory environment. We use this to prepare the compliance framework before the day. Takes 20 minutes.
Is patient marketing legal in our area?
It depends on the therapeutic area, country, and product. We'll tell you in the pre-workshop briefing. We've run compliant patient campaigns across UK, Germany, Sweden, and the US. Most products have compliant routes the workshop maps them.
Who runs the workshop?
Michael Colling-Tuck. Law degree. 20 years in healthcare. 128 patient referrals in a single month for one client. 12.8x ROAS across three international markets for another. Delivered celebrity-fronted patient campaigns approved by ABPI.
How is this different from the Direct-to-Patient service?
The training teaches your team the framework and builds the plan. The service is us running the campaign for you building the assets, managing the media, and optimising the results. Both start from the same methodology.
What happens after the day?
All deliverables formatted and sent within 2 working days. Follow-up at 2 weeks to support the leadership presentation. The guarantee applies.
The plan is the start.
The workshop gives your team the patient marketing plan and compliance framework. The next question is who executes it your team, our team, or a combination.
Training
£1,500
Full day
Today's workshop. Full day on compliant patient marketing strategy and campaign architecture.
Blueprint
£5,000-£10,000
4-6 weeks
We build the full patient marketing campaign creative, compliance, channel setup, and measurement framework.
Programme
£25,000+
6-12 months
Live patient acquisition programme. Campaign management, optimisation, and ongoing referral generation.
Your training fee is credited against any programme work commissioned within 30 days.
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Ready to talk?
30-minute triage call. No fee. No pitch. Bring your situation and we’ll tell you honestly whether we can help.