PharmaMarketing 411

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

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

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/

Co-hosts Will Brown and John Hinkle talk about pre-commercialization and the importance of setting the stage before launching a new product with 2 experts: Maureen Franco and Mike Hodgson. Maureen and Mike are co-founders of the marketing insights firm PREcommercial - and they have been involved with the launches of many of the top-performing pharmaceutical products over the past decade.   

Justin Masterson is Senior Vice President of Strategy with Seek Company, a Cincinnati-based market research firm that specializes in connecting brands to customers by gaining insights through developing customer journey maps.

Co-hosts John Hinkle and Will Brown explore the customer journey mapping process, how it impacts the development of brand strategies, and how lessons learned from consumer brands can help shape best practices for pharmaceutical brand teams. 

Co-hosts John Hinkle and Will Brown have a conversation about the perils facing pharma marketers and ad agencies when it comes to establishing a brand strategy. Suzanne Goss and Martin Mannion are experts in developing strategies for all types of pharmaceutical brands and portfolios. Their insights and experience can help you think about your strategy in a new way and see if it really is setting you up to win.  In this episode, we discuss that what might be "good" for your brand, may not be the "right thing to do" for your brand...and knowing the difference is rooted in your strategic imperative.  

Enrico Magnani is Italian, with a Ph.D. from Cambridge University in the U.K., and he is now serving as the General Manager of Helsinn China. If anyone knows what it will take for someone to have success in a global marketing or ex-pat role in the life science industry, Enrico is a true expert. He has worked across borders and across cultures for his entire career.  This episode is worth the listen for anyone who works with anyone in a foreign country.  Our conversation focuses on his current role in China, but the lessons can be applied around the world. 

Naming a new drug is a complex process. So much so that we needed to dedicate two episodes to the topic. Co-hosts John Hinkle and Will Brown discuss the ins and outs, and the do's and don'ts when it comes to naming drugs with two specialists: Nancy Globus and Jennifer Sirop with Addison Whitney. Nancy is VP of Regulatory and Medication Safety and Jennifer is VP of Trademarks. During this 2 episode special, we have an in-depth conversation about best practices and possible landmines to avoid when it comes to naming a new drug.