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.
Mục lục
Introduction………………………………………………………………………………………………1
Chapter 1: Strong brand strategies use the right tools: An overview of
the brand team’s toolkit ……………………………………………………………………………..5
Chapter 2: Strong brand strategies are about the customer: Using the
Customer-Centric Market Definition to frame your analysis. ………………………….17
Chapter 3: Strong brand strategies are decisive: Using Drucker’s Definition
to clarify your brand strategy…………………………………………………………………….27
Chapter 4: Strong brand strategies are tested: Using Brand Strategy
Diagnostics to test and improve your strategy…………………………………………….35
Chapter 5: Strong brand strategies are aligned to the market: Using
SWOT Alignment to guide your brand strategy……………………………………………49
Chapter 6: Strong brand strategies are based in reality: Using Reality
Filters to gain strategic objectivity………………………………………………………………65
Chapter 7: Strong brand strategies are focused: Using the Focus Matrix
to guide complex strategies………………………………………………………………………79
Chapter 8: Strong brand strategies are your own: Using Value Chain
Comparison to identify your firm’s distinctive strengths and weaknesses……….95
Chapter 9: Strong brand strategies overcome the competition:
Using Competitive Pressure Analysis to identify competitive threats
and opportunities…………………………………………………………………………………..105
Chapter 10: Strong brand strategies understand the customer: Using
Contextual Segmentation to identify opportunities and threats from
customer differences………………………………………………………………………………119
Chapter 11: Strong brand strategies compete in the future: Using
Emergent Properties Analysis to identify future opportunities and threats……..131
Chapter 12: Strong brand strategies anticipate the market: Using the
Product Category Life Cycle to predict customer and competitor behaviour…143
Chapter 13: Strong brand strategies are built on insight: Using the
Hypothesis Loop to see what your competitors don’t…………………………………153
Chapter 14: Strong brand strategies create value: Using the Concentric
Value Proposition to translate strategy into activities………………………………….165
Chapter 15: Strong brand strategies are measured: Using 3L Metrics to
improve brand strategy implementation……………………………………………………177
Chapter 16: Strong brand strategies are understood: Using the Wedge
Brand Plan Structure to communicate your brand strategy…………………………189
Appendix: Further reading……………………………………………………………………….197
Giới thiệu về tác giả
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’.
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