Marketing Strategy vs. Tactics and Why Pharma is Getting it All Wrong: A Conversation with Professor Brian Smith

Becoming a Better Strategic Brand Planner: A Conversation with Janice MacLennan

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"

Rx for Your Brand Plan: A Conversation with Markus Saba and Hilary Gentile

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

Marketing Strategy vs. Tactics and Why Pharma is Getting it All Wrong: A Conversation with Professor Brian Smith

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

Pharma's Role in Engineering Culture through Marketing: A Conversation with Vasanth Seshadri

In this episode of the PharmaMarketing 411 podcast co-hosts Will Brown and John Hinkle talk with Vasanth Seshadri, Founder of The Sunny Side, a global creative agency located in Singapore. Vasanth is also the author of the book, Cultural Engineering. The Role of Brands In a Changing World. The book is a  guide to how brands, including pharma brands, can turn themselves into catalysts of cultural change. During this episode, we explore how pharma companies can develop a purposeful approach to engineering culture in a way that connects their brands in a meaningful way across all stakeholders. 

Link to Cultural Engineering. The Role of Brands In a Changing World

Introductory V.O. for every episode. 

Outro V.O. Mixdown

Best Practices: Are You Maximizing Customer Engagement? A Conversation with Courtney Ness

Co-hosts Will Brown and John Hinkle talk about the evolving model for virtual customer engagement with Courtney Ness, founder of Field Factor Training.  Courtney is an expert in sales training and shares her insights about the evolving nature of pharmaceutical product promotion.  Connect with Courtney at LinkedIn: https://www.linkedin.com/in/courtney-ness-9a93537/