Overview

"""How do you market a successful brand in today's constantly changing healthcare industry? Markus Saba and Hilary Gentile have spent decades confronting that challenge. In Brand Plan Rx, they show us how to use a simple and powerful framework of inspirational storytelling."" -Arianna Huffington, founder and CEO, Thrive Global Build a healthcare brand that changes lives. A thriving brand requires a plan. Even the best marketing ideas cannot come to fruition without a cohesive brand plan. This is especially relevant and challenging in the health and wellness industry. Brand Plan Rx provides a proven road map that empowers you to make the choices that drive demand and will get you to synthesize your plan onto one page designed specifically with the health and wellness industry in mind. In Brand Plan Rx, healthcare and pharmaceutical marketing executives, professor Markus Saba and marketer Hilary Gentile, provide a step-by-step formula to uncover the unique needs that drive brand choice in the health and wellness industry. Drawing on their decades of work in launching major pharmaceutical and wellness brands, they outline exactly how you can create a strong, effective brand plan to launch and market your brand. Brand Plan Rx's Choice Map guides you through the difficult decisions that will build your brand. You will bring it all together into a cohesive and clear brand story. As you master synthesis and clarity, you will create a one-page Cohesion Map, a clear roadmap to use as your sounding board for all decisions you make for your brand. Ultimately, you'll learn how to apply traditional marketing principles to the healthcare space so that your brand will make a marked difference in people's lives. ""Captures the essence of brand planning in the pharma/biotech space in a manner that is clear, simple, and practical."" -Enrique Conterno, CEO, FibroGen, Inc. ""A book that considers all the distinct factors of marketing in the healthcare industry. Practical, to the point, entertaining, and educational."" -Rolf Hoffmann, chairman of the board of directors, Biotest ""I recommend this book to all commercial leaders in our industry."" -Burcu Eryilmaz, VP, Sanofi Genzyme ""An essential guide from industry experts who have spearheaded thousands of successful launches."" -Danielle Kayembe, founder and CEO, GreyFire Impact"

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9781774581032

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Reviews

How do you market a successful brand in today's constantly changing healthcare industry? Markus Saba and Hilary Gentile have spent decades confronting that challenge. In Brand Plan Rx, they show us how to use a simple and powerful framework of inspirational storytelling. -Arianna Huffington, founder and CEO, Thrive Global Finally, a book that considers all the distinct factors of marketing in the healthcare industry. Practical, to the point, entertaining, educational, and illustrated with helpful case studies... I wish I would have had access to this guideline and blueprint earlier. -Rolf Hoffmann, chairman of the board of directors, Biotest; former senior executive, Amgen and Eli Lilly Brand Plan Rx captures the essence of brand planning in the pharma/biotech space. The importance of the concepts of choice and cohesion cannot be underestimated. Markus Saba and Hilary Gentile bring those concepts to life in a manner that is clear, simple, and practical. -Enrique Conterno, chief executive officer, FibroGen, Inc. Brand management in healthcare is equal parts science and art. Brand teams need a simple yet comprehensive framework to assess the enormous amounts of data on markets, competition, customers, and brands. A good framework helps teams distill the data into insights-this is the science part. And then comes the art-clear, concise, and compelling storytelling. Brand Plan Rx helps teams do all of the above with a simple and effective framework, tried and true tips, and illuminating case studies. I recommend this book to all commercial leaders in our industry and will make this a must-read for all my brand teams moving forward. -Burcu Eryilmaz, VP, Sanofi Genzyme Markus Saba and Hilary Gentile have emerged as experts in a rapidly shifting ecosystem of health and innovation, and have spent decades spearheading thousands of successful launches. Brand Plan Rx is an essential guide from the leading voices architecting the future of truth and trust for global brands. -Danielle Kayembe, founder and CEO, GreyFire Impact

Author Information

Markus Saba is a marketing professor at The UNC Kenan-Flagler Business School and the Executive-in-Residence of the UNC Center for the Business of Health. An experienced pharmaceutical executive with expertise in global and healthcare marketing, Markus held numerous marketing leadership positions during 25 years with Eli Lilly and Company, building some of the most successful brands in the industry. He received his MBA from the UNC Kenan-Flagler Business School and his Bachelor of Science in Marketing from the Penn State Smeal College of Business. Through his consulting firm he works with leading pharmaceutical, biotech, and healthcare providers, payers and service companies. Hilary Gentile is the Global Chief Strategy Officer of McCann Health, where she has worked for more than 20 years. She drives strategy and innovation for McCann Health's strategy teams across all of the company's agencies around the globe. Hilary advises McCann Health's clients across the spectra of the pharmaceutical and health and wellness industries, employing her extensive experience in new product launches and business planning. As a graduate of Smith College in sociology and biology, her insights into the totality of the health ecosystem enable her to drive action plans for a variety of stakeholders. Hilary is a frequent keynote speaker for clients and industry events, on subjects ranging from the future of the health and wellness industry, to empathy-lead healthcare marketing, to data-driven strategies for wellness. In 2016 Hilary was honored to be inducted into the MM&M Hall of Femme. She lives in Berkeley Heights, New Jersey with her husband Tom, son Gregory, daughter Vittoria, and dog Jake.

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