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Brand Therapy

15 Techniques for Creating BrandStrategy in Pharma and Medtech

Brian Smith

Brand Therapy is a “how to” book for brand teams in the pharma and medtech sectors. It describes when and how to use a selection of strategic planning tools.

Size: 203 × 203 × 14 mm / 8 × 8 × 0.5625 in200 PagesISBN: 9781788600057
Publication: January 25, 2018

Paperback

  • £30.00

The pharma and medtech sectors are evolving rapidly, driven by science, technology, economics, politics and globalization. In the new industry landscape, creating strong brand strategies is ever more difficult and ever more vital.
Brand Therapy gives pharma and medtech brand teams the tools to understand their market, create strong strategies and translate them into actionable plans. Written in 16 short, easy chapters, it is essential reading for anyone who works in or with brand teams in the life sciences industry.

Professor Brian D Smith has worked in the life sciences sector for 40 years as research chemist, marketing leader, research academic and advisor to many leading pharma and medtech companies. He uniquely combines first-hand understanding of the industry with rigorous, world leading research. He is the author of over 300 publications, including 'The Future of Pharma' and 'Darwin’s Medicine'.


'Catchy title but what a difference in the content in comparison to other blockbuster marketing books. The topic is covered in a systematic, yet not rigid way. Each section is clearly explained and backed by robust academic reference (the strength of the author), without jargon and with concrete examples. I am sure even the most seasoned marketing professional will find a step they're missing and something to change to improve their practice. An excellent and sound guide for the more junior practitioners. An opportunity to learn from the best firms in the industry, as the author is using his many years of observations to feed into each section.' A. M Leclerc-Chalvet

'By reading this book, you can instantly see that every marketer should use these winning techniques if s/he works in the pharma and medtech industry in order to excel.

It is also an amazing resource for marketing leaders to up-skill their team's capabilities in focused and strategic brand strategy. The excellent understanding of the industry challenges along with an overview of the macro-factors give the reader not just an additional confidence when planning long-term business strategies but also a unique readiness to act upon these techniques and immediately apply.

This book makes not only the marketing strategy to be put at the core of any pharmaceutical and medtech company's operations but more importantly highlights the strategic importance of marketing itself. There are no other books in the whole market and I am still impressed with the paucity of specific pharma and medtech-focused marketing literature.

This book allows marketers drum up their strategic thinking from the world’s authority on the evolution of the pharma industries whilst offering support for top-level marketing planning. I am sure that even strategic leaders would be astounded by the level of detail in setting out a bespoke strategy in our VUCA world.

As Professor Brian Smith is not only a leading academic but also a former executive, he challenges common sense, defies long-standing cliches still led by the industry and invites the reader to enhance his/her pragmatism in a to-date pharmaceutical and medtech context. There is no detached academic waffle but handy advice that can be useful for years to come.

Furthermore, he wants the reader to see the variety of immediately applicable techniques that can facilitate the marketer’s workload tremendously and simplify the brand strategy design process.

Exactly because he has already specialised himself on a deep understanding of all business models developed within the pharma business, he is turbocharging your planning and implementatiion capabilities on how the brand strategy can form a differential, sustainable and competitive advantage.

Also a fascinating book to read as the author cuts through the clutter and gives you a simple but accurate compass to navigate through complexity and ambiguity.' G. S.

"A practical guide to developing brand strategies within MedTech. I found this totally relevant and applicable to our industry with nice examples and great tips for brand leaders when it comes to application. The modular approach means it’s a flexible Go To for numerous tools and techniques whatever therapy your brand needs. I highly recommend." Karen Hand

"Specifically written for those of us involved in MedDev or Pharma marketing, Brian combines an academic framework and great, practical “hints and tips” into an approachable and actionable handbook for practitioners. Congratulations on the first, targeted textbook for MedDev that I am genuinely happy to endorse." Paul Murphy

"Brand Therapy is an essential addition to any pharma marketer's reading, Brian has successfully incorporated the most relevant academic theories with the daily challenges faced by the practising marketer. It is not often that you can pick up a management book and instantly feel it is written for you, the job you do every day, the challenges you face and how to overcome these as a pharma marketer. Brand Therapy is a treasure chest of marketing tools and advice which will help pressure test any brand planning process, it’s a pleasure to highly recommend this book." Stephen Griffiths

"I would highly recommend for brand leads working in pharma!! Clearly structured chapters, with easy to digest content -great to refer back to - which I do regularly!" G Glover

"Clearly and concisely written enabling practical application." Miss J M McDonald






 

“Smith has captured the new guide to brand relevance and sustainability.” - Pamela Winsor, Chief Marketing Officer Medtronic Canada

“A masterclass in one book.” - Luciano Conde, CEO, Noventure

“At last a book on marketing that perfectly fits the complexity and uniqueness of med tech and life sciences industries!” - Sandrine Letellier, VP Global Marketing, Smith & Nephew

“I wish all our colleagues in the industry will make Brand Therapy their daily handbook.” - Anne Baille, VP Strategic Marketing

“It’s a must read for anyone who leads or works in Brand Teams.” - Craig Galloway, Associate Director International Marketing

“Prof Brian Smith has condensed his 20 years of academic research into this step-by-step, brand strategy process which is tailored specifically for our unique customers and markets.” - Kashif Ikram, Senior Director EMEA Medtronic

"A must read for every marketing manager in the pharma or med device space.” - Linda Beneze, CEO, Monarch Medical Technologies

“There is clarity in the ‘red thread’ that runs right through from understanding the environment to developing appropriate strategy and ultimately measuring the impact & taking the learnings of the tactics that are developed… with the specific relevance to pharma and medtech highlighted throughout.’ - Stephen Turley, Area Head, British & Irish Isle UCB Pharma

“This book is written in such a way that it can be used as a ‘go-to’ guide for brand strategy definition, development and verification.” - Russell Watts, Director, Business development and Marketing, EMEAI SCIEX, a Danaher company

“This valuable handbook is a 'must have, must read and must use' for any anyone who wants to be successful in building Pharma or Medtech brand strategies.” - Bharat Tewarie, EVP and CMO, UCB Pharma

“Brian has translated the plethora of marketing literature into a healthcare context to make it relevant and current for the healthcare industry.” - Jens Thiedemann, Head of Marketing Europe, Daiichi Sankyo Europe

“Simple and straightforward tools with lots of examples. Useful for beginners as well as experienced executives - an intelligent, accessible and comprehensive handbook." - Yves Ottiger, VP Global Marketing & Sales, B. Braun.

Brand Therapy is the 21st-century strategic marketing Bible for pharma and medtech brand leaders and their teams.” - Philippe GHEM, Senior Director, Marketing Excellence and Multichannel, Grünenthal GmbH

"Provides effective checks to ensure outcomes are based on critical thinking... a credible new reference to take effective, surgical action precisely on areas of opportunity." - Alain Tranchemontagne, Sr. Vice President, Marketing, Smith & Nephew

"A workshop manual that supports brand teams in the conduct of the essential strategic planning process." - Ian Talmage, Senior Advisor, Global Strategic Marketing, Bayer AG


 

“Brand Therapy is the 21st-century strategic marketing Bible for pharma and medtech brand leaders and their teams. It is an eye-opener for most of us still living in this industry's product-oriented, specialized culture as it offers new original models with lots of examples to think beyond the pill to prepare step-by-step powerful brand strategies to win”. - Philippe GHEM, Senior Director, Marketing Excellence and Multichannel, Grünenthal GmbH

"The Health Check for your brand strategy. Simple and straight forward tools with lots of examples. Useful for beginners as well as experienced executives - an intelligent, accessible and comprehensive handbook.“ - Yves Ottiger, VP Global Marketing & Sales, B. Braun

“A masterclass in one book. Professor Brian Smith summarizes the key elements and particularities which drive the success of healthcare brands in just 209 pages.” - Luciano Conde CEO, Noventure

"At last a book on marketing that perfectly fits the complexity and uniqueness of medtech and life sciences industries! More than just an academic marketing book, Brand Therapy provides simple and efficient tools to improve the relevance of marketing analysis and strategy building, tailored made for Medical Devices markets. Great examples and pragmatic advices too, reflecting the impressive experience of Prof Brian Smith in this industry." - Sandrine Letellier, Vice President Global Marketing, Advanced Wound Devices, Smith & Nephew

"This is a book I would have loved to have in my pocket or my Ipad earlier in my life in the pharmaceutical industry. It is amazing how Brian succeeds in sharing very important classical tools and enriches them to make them fit the market conditions we are facing nowadays. Not only does Brian help us to make these tools practicable but he also proposes new tools of his invention that are very pertinent. I would recommend a very deep reading of the reality filters. That technique is a discipline which, when correctly applied, will free the brand team of a lot of nonsense and cinder in their SWOT. Emergent properties cannot be overlooked either, preparing us to face a constant changing future.
I hope all our colleagues in the industry will make Brand Therapy their daily handbook." - Anne Baille, Vice President Strategic Marketing

"A highly practical guide to the essentials of creating coherent and valuable brand strategy in medtech or pharma. It’s a must read for anyone who leads or works in Brand Teams." - Craig Galloway Associate Director International Marketing

“The medical markets are different to B2C and B2B markets. If you work in the pharma and medtech space and you have responsibilities for development and delivery of strong brand strategies, in today’s complex and rapidly changing markets, there are very few appropriate and practical books to guide you. Until now. Prof Brian Smith has condensed his 20 years of academic research into this step-by-step, brand strategy process which is tailored specifically for our unique customers and markets. This book will help you to develop, coordinate and implement the right strategy across your company for maximum impact and within budget. As companies tighten their budgets there is greater need to build strong brands quicker and more cost-effectively. Just like a doctor’s bag, this manual contains all the relevant instruments required to prescribe the right value-based, customer-centric solutions that will resonate with today’s varied healthcare providers. I am certain I will be diving into this book many times over the coming years to utilise the many valuable techniques, tools and principles to strengthen the brands I manage. I read this book in a day and I believe every medtech manager should read this book and have it close to hand.” - Kashif Ikram. MSc. M.A. MBA Senior Director EMEA Medtronic

"A must read for every marketing manager in the pharma or med device space. This is the first book that I am aware of that looks closely at brand strategy specific to this industry. I have been reading Brian's work for a couple of years, and he gets it! He articulates in such a way that enables you to sort through the minutia and have that 'Aha' moment. It's easy for a marketing team to convince themselves that they have a better product than the competition, but to truly assess the strength of your strategy for a particular target market is the real litmus test. No one has given the easy to follow step by step methodology that he does before." - Linda Beneze, CEO at Monarch Medical Technologies

"Essential reading for every healthcare leader and brand team member who wants to create a successful, strong brand. Brian has translated the plethora of marketing literature into the healthcare context to make it relevant and current for the healthcare industry. Based on thorough research and repeated application he has come up with the tool-book for everyday use. Having prepared a brand for impactful entry into a very competitive market environment with the tools provided, I assure you: it works! The tool-book is essential to run the end-to-end strategy process in healthcare such as pharma or medtech. Also, it is a tool-box of choice to selected tools for testing, upscaling or fixing existing strategies." - Jens Thiedemann, Head of Marketing Europe, Daiichi Sankyo Europe

"This is a must read for any pharma/medtech professional about to kick-off a brand planning process. It is easy to read, but packed full of reminders regards well-established principles as well as new thinking. There is clarity in the ‘red thread’ that runs right through from understanding the environment to developing appropriate strategy and ultimately measuring the impact & taking the learnings of the tactics that are developed… with the specific relevance to pharma and medtech highlighted throughout." - Stephen Turley, Area Head, British & Irish Isle UCB Pharma

"This book stands out from many others in the strategic marketing area due to its focus specifically on the life science industry by an author who has extensive academic and industrial experience in life science. It will provide a wide range of brand, sales and marketing management readers with a set of tools that are based on academic research but uniquely brought together to aid the development of a robust, tested brand strategy fit for the complex market we compete in. This book is written in such a way that it can be used as a ‘go-to’ guide for brand strategy definition, development and verification." - Russell Watts, Director – Business development and Marketing, EMEAI SCIEX, a Danaher company

"The need for ‘innovative solutions’ in a healthcare environment which requires disruption is high. Focusing on improved ‘patient value’ at a ‘lower cost’ – the industry must now be futuristic in how it responds. Smith has captured the new guide to brand relevance and sustainability." - Pamela Winsor Sr. Director Health Policy & Stakeholder Engagement Chief Marketing Officer Medtronic Canada

"This valuable handbook is a "must have, must read and must use " for any anyone who wants to be successful in building Pharma or Medtech brand strategies. The scientific rigor used to build the theory combined with so many practical examples makes it easy to dip in and out of, and is spot on to sum up that in marketing everything begins and ends with the customer. Brand Therapy is a practical toolbox which will allow the Pharma and MedTech Brand marketer to win the hearts and mind of their customers by defining the market from their point of view and addressing their needs better than anyone else." - Bharat Tewarie, MD, MBA, Executive Vice President and Chief Marketing Officer at UCB




 

Format: Paperback

Size: 203 × 203 × 14 mm / 8 × 8 × 0.5625 in

200 Pages

ISBN: 9781788600057

Publication: January 25, 2018


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