99 pages

English

Vous pourrez modifier la taille du texte de cet ouvrage

Découvre YouScribe en t'inscrivant gratuitement

Je m'inscris

Brand Therapy , livre ebook

Practical Inspiration Publishing - Brian Smith

Découvre YouScribe en t'inscrivant gratuitement

Je m'inscris

Obtenez un accès à la bibliothèque pour le consulter en ligne
En savoir plus

99 pages

English

Vous pourrez modifier la taille du texte de cet ouvrage

Obtenez un accès à la bibliothèque pour le consulter en ligne
En savoir plus

A propos
Informations
Extrait

Description

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.

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

Sujets

Marketing stratégique

Marketing et communication

Industrial

Manufacturing

Economics

Business

Circuit de Brands Hatch

PR

Marketing

Informations

Publié par	Practical Inspiration Publishing
Date de parution	25 janvier 2018
Nombre de lectures	8
EAN13	9781788600064
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0500€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Praise for Brand Therapy
“Brand Therapy is the 21st-century strategic marketing Bible for pharma and medtech brand leaders and their teams. It is an eye-opener for most of us still living in this industry’s product-oriented, specialized culture as it offers new original models with lots of examples to think beyond the pill to prepare step-by-step powerful brand strategies to win.” – Philippe Ghem, Senior Director, Marketing Excellence and Multichannel, Grünenthal GmbH
“The Health Check for your brand strategy. Simple and straightforward tools with lots of examples. Useful for beginners as well as experienced executives – an intelligent, accessible and comprehensive handbook.” – Yves Ottiger, VP Global Marketing & Sales, B. Braun
“A masterclass in one book. Professor Brian Smith summarizes the key elements and particularities which drive the success of healthcare brands in just 209 pages.” – Luciano Conde CEO, Noventure
“At last a book on marketing that perfectly fits the complexity and uniqueness of medtech and life sciences industries! More than just an academic marketing book, Brand Therapy provides simple and efficient tools to improve the relevance of marketing analysis and strategy building, tailored made for Medical Devices markets.” – Sandrine Letellier, Vice President Global Marketing, Advanced Wound Devices, Smith & Nephew
“This is a book I would have loved to have in my pocket or my iPad earlier in my life in the pharmaceutical industry. It is amazing how Brian succeeds in sharing very important classical tools and enriches them to make them fit the market conditions we are facing nowadays… I hope all our colleagues in the industry will make Brand Therapy their daily handbook.” – Anne Baille, Vice President Strategic Marketing
“A highly practical guide to the essentials of creating coherent and valuable brand strategy in medtech or pharma. It’s a must read for anyone who leads or works in Brand Teams.” – Craig Galloway, Associate Director International Marketing
“If you work in the pharma and medtech space and you have responsibilities for development and delivery of strong brand strategies, in today’s complex and rapidly changing markets, there are very few appropriate and practical books to guide you. Until now. Prof. Brian Smith has condensed his 20 years of academic research into this step-by-step, brand strategy process which is tailored specifically for our unique customers and markets… I am certain I will be diving into this book many times over the coming years to utilise the many valuable techniques, tools and principles to strengthen the brands I manage. I read this book in a day and I believe every medtech manager should read this book and have it close to hand.” – Kashif Ikram. MSc. M.A. MBA Senior Director EMEA Medtronic
“A must-read for every marketing manager in the pharma or med device space. This is the first book that I am aware of that looks closely at brand strategy specific to this industry. I have been reading Brian’s work for a couple of years, and he gets it! He articulates in such a way that enables you to sort through the minutia and have that ‘Aha’ moment. It’s easy for a marketing team to convince themselves that they have a better product than the competition, but to truly assess the strength of your strategy for a particular target market is the real litmus test. No one has given the easy to follow step by step methodology that he does before.” – Linda Beneze, CEO at Monarch Medical Technologies
“Essential reading for every healthcare leader and brand team member who wants to create a successful, strong brand. Brian has translated the plethora of marketing literature into the healthcare context to make it relevant and current for the healthcare industry. Based on thorough research and repeated application he has come up with the tool-book for everyday use. Having prepared a brand for impactful entry into a very competitive market environment with the tools provided, I assure you: it works! The tool-book is essential to run the end-to-end strategy process in healthcare such as pharma or medtech. Also, it is a tool-box of choice to selected tools for testing, upscaling or fixing existing strategies.” – Jens Thiedemann, Head of Marketing Europe, Daiichi Sankyo Europe
“This is a must read for any pharma/medtech professional about to kick-off a brand planning process. It is easy to read, but packed full of reminders regards well-established principles as well as new thinking. There is clarity in the ‘red thread’ that runs right through from understanding the environment to developing appropriate strategy and ultimately measuring the impact & taking the learnings of the tactics that are developed… with the specific relevance to pharma and medtech highlighted throughout.” – Stephen Turley, Area Head, British & Irish Isles UCB Pharma
“This book stands out from many others in the strategic marketing area due to its focus specifically on the life science industry by an author who has extensive academic and industrial experience in life science. It will provide a wide range of brand, sales and marketing management readers with a set of tools that are based on academic research but uniquely brought together to aid the development of a robust, tested brand strategy fit for the complex market we compete in. This book is written in such a way that it can be used as a ‘go-to’ guide for brand strategy definition, development and verification.” – Russell Watts, Director – Business Development and Marketing, EMEAI SCIEX, a Danaher company
“The need for ‘innovative solutions’ in a healthcare environment which requires disruption is high. Focusing on improved ‘patient value’ at a ‘lower cost’ – the industry must now be futuristic in how it responds. Smith has captured the new guide to brand relevance and sustainability.” – Pamela Winsor Sr. Director Health Policy & Stakeholder Engagement Chief Marketing Officer Medtronic Canada
“This valuable handbook is a ‘must have, must read and must use’ for any anyone who wants to be successful in building Pharma or Medtech brand strategies. The scientific rigor used to build the theory combined with so many practical examples makes it easy to dip in and out of, and is spot on to sum up that in marketing everything begins and ends with the customer. Brand Therapy is a practical toolbox which will allow the Pharma and Medtech brand marketer to win the hearts and mind of their customers by defining the market from their point of view and addressing their needs better than anyone else.” – Bharat Tewarie, MD, MBA, Executive Vice President and Chief Marketing Officer at UCB

First published in Great Britain by Practical Inspiration Publishing, 2018
© Brian D. Smith, 2018
The moral rights of the author have been asserted
ISBN (print): 978-1-78860-005-7
ISBN (ebook): 978-1-78860-006-4
ISBN (Kindle): 978-1-78860-004-0
All rights reserved. This book or any portion thereof may not be reproduced without the express written permission of the author.
Contents
Introduction
Chapter 1: Strong brand strategies use the right tools: An overview of the brand team’s toolkit
Strong brand strategies come from using a set of complementary strategic management tools in an integrated process. This chapter explains what tools are available and their relevance to pharma and medtech markets.
Chapter 2: Strong brand strategies are about the customer: Using the Customer-Centric Market Definition to frame your analysis
You can’t create a strong brand strategy until you really understand your market and you can’t understand your market until you define it the same way as your customer does. This chapter guides you to begin your strategy making process with a customer-centric definition of the market.
Chapter 3: Strong brand strategies are decisive: Using Drucker’s Definition to clarify your brand strategy
The brand team can only create a brand strategy if it first agrees on what one is. This chapter defines what a brand strategy is and how it differs from the other things with which it is often confused.
Chapter 4: Strong brand strategies are tested: Using Brand Strategy Diagnostics to test and improve your strategy
To do its job effectively, the brand team must be able to differentiate between strong and weak brand strategies. This chapter describes how to objectively test your brand strategy and identify where it can be improved.
Chapter 5: Strong brand strategies are aligned to the market: Using SWOT Alignment to guide your brand strategy
Strong brand strategies use your strengths to exploit opportunities and defend your weaknesses against threats. This chapter explains this alignment process and how it reveals the critical success factors that your brand strategy must address.
Chapter 6: Strong brand strategies are based in reality: Using Reality Filters to gain strategic objectivity
The brand team’s job is to make strategy for the real world, not the world as they would like it to be. This chapter shows you how to filter bias and subjectivity out of your market analysis so that your brand strategy is based on objective reality.
Chapter 7: Strong brand strategies are focused: Using the Focus Matrix to guide complex strategies
In complex markets, strong brand strategies make nuanced choices about how much and what kind of resource each target segment needs. This chapter describes how to make those choices to achieve optimal return on investment.
Chapter 8: Strong brand strategies are your own: Using Value Chain Comparison to identify your firm’s distinctive strengths and weaknesses
Strong brand strategies leverage distinctive strengths, whilst either correcting or mitigating significant weaknesses. This chapter gui