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


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.


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.

Unintended Consequences

August, 2015

Recent and continuing issues that the pharmaceutical industry has with business ethics remind us that good intentions can have unintended consequences. This article looks at how life science companies could take advantage of existing research to build organisational routines to predict and manage unexpected outcomes from organisational change.


The Lasting Advantage

June, 2015

A transforming market quickly renders existing assets and capabilities obsolete. In a life sciences market where technology, customers and competitors are evolving, organisational learning is the only lasting advantage. What organisational learning is, what it is not, and how it is achieved emerges from the practice of exemplary companies.


Research Watch

June, 2015

This Research Watch covers everything from personalised medicine, to new market entry, to alliances and networks.


Friend or Foe

June, 2015

This article looks at the implications of co-evolutionary theory for pharma companies.


Critical Thinking

June, 2015

Professor Brian D Smith assesses the Darwinian model of mutation in pharmaceutical companies.


Evolution of Excellence

May, 2015

Many examples of excellence don’t stand the test of time. How can we better understand how firms become and remain excellent? And how might that understanding change the way we grow our own organisation’s capabilities? Professor Brian D Smith's article, published in Sri Lankan Marketer, suggests the answer lies in the related sciences of complexity and evolution.


Great Divides

May, 2015

In this article, Professor Brian D Smith describes how three fundamental strategic choices are leading to the fragmentation of the traditional research-based business model. This article will help managers understand how their organisations and competitors are evolving.


Coming Together

April, 2015

Pharma and medtech are converging to form “pharmatech” business models that are very strong competitors. It will be of interest to those who must compete against them or who want to become one of them.


Mission Critical

March, 2015

This feature article is an interesting by-product of Brian Smith's research with industry leaders. It describes about how leaders mitigate the isolation they sometimes feel by using strategy counsellors. It also provides useful guidance about getting the best out of this kind of support.


Under Pressure

March, 2015

This short article summarises some of Brian's research into the selection pressures that are acting on and shaping business models in life sciences. It introduces ideas about how various market changes act differentially on different business model types.


A Matter of Trust

February, 2015

This is a short article that looks at the likely future relevance of consumer brand trust to pharma companies.


Searching for Junk

January, 2015

A short article that looks at recent acquisitions in medical industries and suggests questions executives should ask to ascertain whether their acquisition strategy has the right focus.


Pharma's Pigeons

January, 2015

This short article describes how rare disease business models are an early sign of the evolutionary path of some pharma companies. It’s a good way to put this increasingly popular strategy into a wider context.


Six Great Shifts

November, 2014

This feature article from PharmaFocus Asia pulls together all the complex changes in our industry environment to identify six evolutionary selection pressures that will determine whether business models survive or become extinct. It’s a good framework to help make sense of our industry.


Sharper Focus

November, 2014

Strategies often get lost in translation as they are communicated along the chain of command. This article examines how a highly effective brand teams connect high-level strategy with operational activity.


Balancing Act

November, 2014

Company culture acts as a brake on change, preventing adaptation to fast-moving markets. This article (from the Darwin's Medicine series) looks at how to overcome this problem without throwing away the unique advantages your culture gives your company.


Death Valley

October, 2014

For life sciences companies, evolving is becoming harder not easier. Sometimes an injection of new genes is imperative for survival. This article is part of the Darwin's Medicine series, published in Pharmaceutical Marketing Europe.


It's In Our Genes

September, 2014

Evolution is almost always used as a synonym for change and DNA as a metaphor for habits. However,by relegating evolution to a mere metaphor, we risk missing the value in the best idea anyone has ever had. It isn’t a metaphor for what’s happening to the medical industries - variation, selection and amplification, are all parts of evolution that is happening all around us.


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Dr Brian D Smith
6 Whetstone Close
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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