On the Pharma Marketing 411 podcast, we talk with the life science industry’s most successful marketing professionals and gain insight on strategy and implementation from those who are making it happen.
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/
PREcommercial - A Conversation with Maureen Franco and Mike Hodgson
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.
Great Insights On All Things Pharma
Such an interesting range of interviews from leaders in the pharma industry. Highly recomend!