Philips accelerated portfolio optimization
Efficient decision-making is key for leading brands. Learn how Philips optimized its oral healthcare portfolio and channel strategy in just one day.
Are you planning to attend the BHBIA 2025 annual conference in London? Join our dynamic, hands-on workshop that transforms behavioral science into actionable marketing strategies.
About the workshop
Session title: Unlocking new behaviour: Transforming COM-B insights into concrete marketing activities
Led by: Céline Talon, Healthcare Research Associate Director at SKIM & Arne Maas, Business Consultant at SKIM
Date: Day 2 – Tuesday 13th May 2025, 11.40am – 2.00pm
In this interactive workshop session, Céline and Arne will immerse you in a holistic approach to uncover drivers of uptake in a competitive and dynamic market using the robust COM-B behavioural change model.
Why this approach matters for healthcare
Traditional marketing often fails to create behaviour change because it doesn’t systematically address the underlying drivers. The COM-B model, when properly applied to healthcare scenarios, provides a structured framework that:
- Identifies hidden barriers preventing HCP adoption of new treatments
- Reveals patient adherence challenges that typical market research misses
- Creates targeted interventions specific to different stakeholder segments
- Delivers more efficient marketing spend by focusing on the most impactful drivers
Céline and Arne can’t wait to take you on this guided, hands-on journey at BHBIA 2025!
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Meet our experts
Céline Talon
Healthcare Research Associate Director, SKIM
Céline is an Healthcare Research Associate Director with 10+ years of experience in the healthcare market research industry. With a strategic and forward-thinking approach, Céline brings expertise in qualitative and hybrid market research that drives innovation to translate insights into actionable outcomes. She has been applying behavioural science frameworks such as COM-B in various market research approaches and is actively engaged in continuously pushing applications further to better inform marketing strategy for pharma and medtech companies.
Arne Maas
Business Consultant, SKIM
Arne has more than 30 years of experience with CPG and Tech companies in marketing and innovation. He also worked as a professor of Marketing & Innovation at the Rotterdam Business School. Arne focuses on translating insights and information into actionable steps by integrating available knowledge and expertise in workshops.
About the conference
The BHBIA annual conference is renowned for its program, featuring insightful talks, interactive workshops, and engaging discussions covering a wide range of topics in the healthcare industry. It provides an invaluable platform for networking and knowledge-sharing among professionals while offering a glimpse into the latest advancements, challenges, and opportunities in the field.
Register for BHBIA 2025
Date: 12th & 13th May 2025
Location: Hilton London Wembley, Lakeside Way, Wembley, HA9 0BU
