Co-hosts Will Brown and John Hinkle are thrilled to welcome Janice MacLennan to this episode of PharmaMarketing 411 to have a conversation about what the pharma industry can do to improve the approach to brand strategy. We talk about how Janice has made a pivot in how she approaches marketing planning - and how that is helping companies become more aligned across their entire commercial organization. Janice’s book "Brand Planning for the Pharmaceutical Industry" discusses how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the 'real' world. This book is a “how-to” guide that outlines a step-by-step approach to brand planning, using market segmentation as the jumping-off point for every brand.

Link to Janice's Book: "Brand Planning for the Pharmaceutical Industry"

Markus Saba is Professor, Executive In Residence, at The Center for the Business of Health at UNC’s Kenen Flagler Business School, and has a wealth of experience in the pharmaceutical industry and spent 25 years with Eli Lily in numerous senior marketing leadership roles.. 

Hilary Gentile is the Global Chief Strategy Officer at McCann Worldwide and has experience working with a spectrum of pharma clients, as well as with health and wellness brands. In 2017, Hilary was inducted into the Medical Marketing and Media Hall of Femme. 

Together they have co-authored a new book “Brand Plan Rx - The Marketers Guide to Building a Thriving Health and Wellness Brand”. 

During this episode, we discuss critical elements for building a great brand plan - and how to evolve your process in the age of modern marketing.

Link to "Brand Plan Rx" Book

Professor Brian Smith has more than 40 years of pharmaceutical industry experience, ranging in roles from research chemist to marketing leadership, and academic research. He has advised multiple leading pharma companies on strategy - and he has "written the book" on pharma marketing with more than 300 published works, and multiple books including “Brand Therapy” “Darwin’s Medicine” and “The Future of Pharma."

Link to: Brand Therapy: 15 Techniques for Creating Brand Strategy In Pharma and Medtech