Brian Smith 
Brand Therapy 
15 Techniques for Creating Brand Strategy in Pharma and Medtech

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.

Table of Content

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

About the author

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’.