in association with

Central Group logo


8:30am - 12.15pm

about the workshop

If you think we should stop talking "opinion leader (OL) management" and start creating "opinion leader strategy" then this is the workshop for you.  Over the last 10 years the changes in the pharmaceutical industry have been seiSAE Media Groupc, and key to successfully adapting to these changes is an understanding of the role of opinion leaders in this new environment.  This interactive workshop will help you to gain this understanding by exploring themes such as: opinion leader driven product adoption; OLs role in diffusion marketing; OL profiling (adoption of innovation and word of mouth communication skills); OLs role in prevention of product discontinuance; and matching opinion leader strategy to the stage of a products lifecycle.

Scroll down for the full programme...

about the leader

Rob Barker
Managing Partner, The Central Group

Rob Barker photo

Rob is a Pharmacist by training with over 20 years experience in the pharmaceutical industry.  He is a founding partner at The Central Group (www.thecentralgroup.com) where he has responsibility for the Opinion Leadership strategy arm of the business.  Having facilitated over 100 advisory boards, as well as numerous OL strategy development workshops, he has a deep understanding of opinion leadership and has applied this knowledge to develop novel OL strategy building processes.


about the organisation

Put simply, Central helps clients understand which OLs they should be working with and what they should be doing with them.  Importantly, this analysis goes much deeper than simply the OL's influence.  We also identify their Word of Mouth skills and Adoption of Innovation profile.  We then match these skills and attitudes to the brand's needs, crucial aspects that can be ignored.

With our clients we then build strategic programmes around these OLs and help our clients implement them through:

  • Advisory boards - planning, management and facilitation
  • Scientific writing - all types of scientific publications, meeting reports, slide sets, competitor reviews, training manuals
  • Congress, symposia and stand-alone meetings - agenda planning, medical content, faculty and event management, design

Workshop programme

8:30 Registration and coffee

9:00 Welcome and introductions

9:10 The science of opinion leadership

10:10 WORKSHOP: Practical case studies exploring how the position of the product on the adoption curve affects OL strategy

10:35 Morning coffee

10:55 Workshop feedback and discussion

11:10 OL influence on product discontinuance, global vs. local needs of the OL strategy

11:30 WORKSHOP: Creating the OL plan, the process and practical implications

12:00 General discussion and questions

12:15 Workshop close


Copthorne Tara Hotel

Scarsdale Place
London W8 5SR
United Kingdom

Copthorne Tara Hotel

The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.




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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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Opening Hours: 9.00 - 17.30 (local time)
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