How can I create added-value ?

Increasingly, value lies beyond the product. How to create added value is a difficult question you need to answer.

How pharma and medtech firms are adapting to a value-driven market is an important part of my research. I focus on the processes that firms use to identify accessible value and to develop differentiated, profitable services.

I complement my research with tailored research projects and counselling executives, helping them to understand the nature of added-value and how it can be released by their firm.

If you would like to create value beyond your products, please contact me.

How can I demonstrate value ?

Success is synonymous with demonstrating value. Market access and customer preference is a critical issue for you.

How firms demonstrate value is an important part of my research into how the life science industry is evolving. My work reveals the detail of these capabilities, how they are acquired how they are implemented across functional boundaries.

I complement my research by working with senior executives, marketers and market access teams, using workshops or coaching to help them understand and develop their value-demonstration capability.

If you would like to better demonstrate the value you create, please contact me.

What are my strategic options ? 

Leadership is about decisions. Identifying, evaluating and choosing alternatives is your job.

My research examines the strategic alternatives facing pharma, medtech and other life science companies. I combine my industry experience and academic research to explore what opportunities exist and which make commercial sense.

I also use this research to constructively challenge industry leaders on their ideas for the future, either through commissioned research projects or in one-to-one coaching meetings.

If you would like to explore and test your strategic options, please contact me.

How can I strengthen my team ?

Nothing happens without an effective team. Assessing and building the capabilities of your team is one of your essential tasks as a leader.

What makes teams effective is a fundamental strand of my work into how pharma and medtech companies compete in our evolving market. My work focuses on how management processes either hinder or help cross-functional working.

I complement my research by counselling senior executives in the design, development and management cross-functional teams.

If you would like to strengthen your team, please contact me.

How are pharma & medtech markets evolving ?

Our market is transforming. How to adapt to that change is the biggest question you face.

I spend my life answering this question, gathering data about the evolution of our market and creating actionable insight. I research how social and technological change is driving the emergence of new business models in pharma and medtech.

I complement my academic research with leadership seminars, conference addresses and focussed “deep dives” that address specific questions about where this market is headed.

If you would like to better understand where your market is headed and what that means to you, please contact me.

How can I implement better ?

Without implementation, strategy is just a fantasy. Ensuring that strategic decisions are enacted is what leaders are paid to do.

How pharma and medtech firms implement is a pivotal part of my research into our industry’s evolution. My interest is in how leadership and process design can reduce internal politics and self-interest and refocus the organisation onto single-minded execution.

I complement my research by working with business leaders, either one-to-one or with their teams, to help them tighten and focus their implementation process. 

If you would like to implement more effectively, please contact me.

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About Pragmedic

Thanks for your interest.

Pragmedic is my company; I will design and execute all of the work we do together. For projects that require specialised knowledge, I may call on other exceptionally qualified academics. But I’ll always be the one who makes sure that you get a good outcome.

The following short bio will help you see how I’m qualified to help you but, if you’re impatient, skip down to How I can help you.

A Lifetime in Life Sciences

I’ve spent my entire working life in our industry. I began in 1978 as a fresh-faced research chemist for Sterling Winthrop (now part of Sanofi). For 20 years, I worked in R&D and Marketing for several global pharma and medtech companies. By 1998, I was a Head of Marketing for Boehringer Mannheim and, when Roche acquired the company, I decided to scratch an itch I’d had since my days at the bench.

Executive Turned Academic

FOP Fitness for LandscapeMy insatiable, scientific curiosity is what led me into R&D and, as I climbed the management ladder, I became interested in the science of how firms compete. Voraciously reading strategic management research, I found that it wasn’t always relevant to pharma and medtech companies. So I decided to make that my life’s work. I did a PhD on strategy effectiveness in the life science industry and, since then, I’ve researched various aspects of how those companies create competitive advantage. I’ve become especially interested in how our industry is evolving the competitive capabilities needed when technology is racing ahead and value is defined as much by payers as by physicians. I do this research at two great universities – SDA Bocconi in Milan, Italy and the University of Hertfordshire in the UK. I also supervise a group of PhD candidates, whose research similarly looks at aspects of our industry’s evolution. Those who know me best call me a complete geek about the subject.

Real World Advice

My research has real-world goals: to help the world’s most important industry adapt to the future, so that more people live longer, healthier lives. That means disseminating my research in peer-reviewed journals and industry publications, in books and at industry conferences. A significant part of my time is spent working directly with life science companies as an advisor and counsellor. Over the years, I’ve helped most of the big and many of the smaller companies in our industry.

You can see recommendations of my work here on my LinkedIn page

How I can help you

Professor Brian D Smith LecturingYou can get an idea about what I can help with by clicking on the thought bubbles on the home page, but you should also understand how I will work with you. This is based on three principles:

  • Scientific: I immerse myself in the research literature and collect evidence about how life science companies are evolving. So my advice is always based on rigorous, relevant research.
  • Pragmatic: I’m fanatical about the application of management science to real-world practice. So my work with you will always be directed towards a specific, actionable and profitable outcome.
  • Individual: I’ve learnt that every case is different and needs its own solution. So I personally manage every project to understand your situation and to achieve your particular goals.

 

 

If you would like to have a conversation with me about how you can compete more strongly in our evolving market, contact me. I’ll be delighted to listen to you.

 

Signed - Professor Brian D Smith

 

 

 

Professor Brian D Smith

Bookstore

I’ve written several books, with more on the way. They’re all available via your local Amazon or, if you prefer, you can browse and request shorter PDFs from my free library.

Leadership in the Life Sciences

10 Lessons from the C-Suite of Pharmaceutical and Medical Technology Companies

Leadership in the Life Sciences written by Professor Brian D Smith
This book is based on interviews personally carried out with more than 20 CEOs from companies including Novo Nordisk, Novartis, B.Braun and Smith & Nephew. It is built on academic research and written as 10 short chapters, designed for people who don’t have much time to read. Leadership in the Life Sciences identifies what makes leadership in this industry different from others and summarises what these industry leaders have learned over their cumulative 700 years of experience in pharma and medtech companies.

You can see its excellent reviews and order a copy from Amazon.

Brand Therapy

Braand Therapy written by Professor Brian D SmithThis book is a practical, “How To” manual for brand teams in pharma, medtech and other life science industries. It describes an end-to-end process of 15 techniques for understanding your market, creating strong strategies and translating them in effective action plans.

You can see its excellent reviews and order a copy from Amazon.

Darwin's Medicine

Darwin's Medicine written by Professor Brian D SmithThe sequel to The Future of Pharma, this book goes deeper into the drivers of industry change and how leading pharmaceutical and medical technology companies are adapting. Essential reading for anyone who wants to understand the industry's complex, changing landscape, this is an invaluable guide to firms seeking to survive and thrive in this dynamic market.

You can see its excellent reviews and order a copy from Amazon

 

The Future of Pharma: Evolutionary threats and opportunities

 

The Future of Pharma written by Professor Brian D SmithBased on years of research and interviews with industry leaders, The Future of Pharma is written for industry executives who need to understand where the industry is headed and how they can adapt to that future.

You can see its excellent reviews and order a copy from Amazon

Marketing and Finance: Creating shareholder value

 

Marketing Due Diligence written by Professor Brian D SmithWritten with two of the world’s leading authorities on marketing strategy and finance, Marketing and Finance explains the process of Marketing Due Diligence. It is written for those who need to assess the strength of marketing strategies.

You can see its excellent reviews and order a copy from Amazon

Creating Market Insight: How firms create value from market understanding

 

Creating Market Insight written by Professor Brian D SmithBased on a three-year study into how firms translate data and information into knowledge, insight and competitive advantage, Creating Market Insight is written for those who gather, analyse and use business intelligence.

You can see its excellent reviews and order a copy from Amazon

Making Marketing Happen: How great companies make strategic planning work

 

Making Marketing Happen written by Professor Brian D SmithThe result of an extensive research programme into why some firms make strong marketing strategies and others don’t, Making Marketing Happen is written for those who want to be best-in-class at strategic marketing planning.

You can see its excellent reviews and order a copy from Amazon

 

Free Library

I’ve published over 300 articles and papers that summarise my research for executives in the pharma, medtech and other life science industries. They are all listed here and you are welcome to browse and to request a free PDF. Or, if you have an interest in a particular topic and don’t have time to browse, just contact me and I’ll select the most relevant papers for you.

Messy Marketing

August, 2019

How deliberate disordering can enhance your strategic marketing planning.

Reference:
SMM-198

Edging Evolution

July, 2019

Evolution of your business model doesn't have to be slow. And you don't have to wait for it to happen; you can make it happen. This article explains how.

Reference:
SMM-197

Pharmaplasticity

June, 2019

In a transforming market, understanding of the mechanics of change – how it happens and why it often does not – is among the most valuable knowledge a manager can acquire. This article uncovers what evolutionary science can teach us about change in life sciences companies.

Reference:
SMM-196

It’s not the end of the world, is it?

May, 2019

As the life sciences industry changes, various types of apocalypse threaten. This article suggests ways in which companies might survive such environmental disasters.

Reference:
SMM-194

Deep Value

May, 2019

Why value-based healthcare is difficult. Insights from Eric Topol's book Deep Medicine applied to the evolution of the life sciences industry.

Reference:
SMM-195

It's complicated

April, 2019

Why commercial executives should think more like scientists.

Reference:
SMM-192

Breaking bad

April, 2019

Six brand management habits that medical marketers should break.

Reference:
SMM-193

Medical Marketing Superheroes

March, 2019

Imagine if you could genetically engineer your medical marketing team. This short article outlines some concepts that have very important practical implications for leaders in the life sciences. They mean that it is possible to engineer a much superior medical marketing team. But training alone is not
the answer.

Reference:
SMM-190

Quick Change

March, 2019

What bird feathers can tell us about adapting to the market.

Reference:
SMM-191

Gene Genie

February, 2019

Why evolution will find new markets for gene and cell therapies, despite their high cost.

Reference:
SMM-189

Gradually, then suddenly

January, 2019

Why company extinction is the result of cognitive shortcomings

Reference:
SMM-188

Midas Touch

November, 2018

When smart, but small, science can turn old ideas into gold.

Reference:
SMM-187

Medtech's Mixed-up Monsters

October, 2018

If nature abhors a vacuum, traditional theory has it that investors hate conglomerates; markets tend to value aggregates of different businesses at less than the sum of their parts. How odd, therefore, that most larger life sciences firms - Medtronic, J&J, Becton Dickinson, Stryker and the like - are effectively run as a group of diverse businesses operating in an essentially autonomous way under a larger corporate umbrella.

Reference:
SMM-186

Big pharma, little pharma

September, 2018

Why, for smaller firms, imitating large firms may be a less viable approach than imitating other small firms.

Reference:
SMM-185

Keytruda's Secret Sauce

August, 2018

Why Merck’s position in oncology is about much more than a good product.

Reference:
SMM-183

Brand teams: why are some smarter than others?

July, 2018

In practice, all brand teams recruit from the same labour pool, adopt industry-standard processes and buy data from the usual sources. It’s unrealistic to expect your people to be smarter than your competitors', so why are brand plans so greatly differentiated?

Reference:
SMM-184

Less is more

June, 2018

In most life science companies, the brand plan document is not fit for purpose. Intended to communicate the plan and gain commitment, It is typically a time-consuming tome that is rarely read and often ridiculed. The problem lies not in the content but in the way that it is structured. In this article, I describe the way that brand plans are evolving into something better adapted to the 21st century life science industry.

Reference:
SMM-180

Malthus' orphans

June, 2018

Firms focusing on small, high-profit niches risk falling into a 200-year-old trap.

Reference:
SMM-181

Contact me

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Dr Brian D Smith
PragMedic
6 Whetstone Close
Welwyn
Hertfordshire AL6 0QW
United Kingdom

Tel: +44 (0)1438 712 441
Fax: +44 (0)1438 712 442
Mobile: +44 (0)7970 829 764

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PragMedic
6 Whetstone Close
Welwyn
Hertfordshire
AL6 0QW
United Kingdom

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