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.

No front page content has been created yet.

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.

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.

The Observation Effect

October, 2010

This review of published research looks at corporate social responsibility (CSR), including studies of some of the most important companies in the pharmaceutical industry.


Survival of the Fittest

September, 2010

This review of published research considers varying views on adapting pharma business models to fit the changing environment.


Community Focus

September, 2010

New data suggests that marketers must shift their attention from individual influencers to complex decision-making units, say Dr Brian D Smith and Marcus Bergler, in this feature in Pharmaceutical Marketing.


Seeking Success

August, 2010

One thing that has become apparent through recent research by Dr Brian D Smith is that many senior industry executives foresee, over the next decade, fundamental change in the sector. This selection of published research looks at several areas that are likely to form part of that transformation.


Risk and Reward

July, 2010

From early stage development partnerships to wording adverse event warnings, this crop of peer-reviewed research has lessons from marketers working across the pharmaceutical development spectrum.


Guiding Light

June, 2010

This Research Roundup issue’s selection of new research reviews published academic research on a wide range of topics including innovation, product development, remuneration and IP.


Reap the Rewards

June, 2010

Market access has become the foundation of most pharmaceutical go-to-market strategies. However, without implementation, strategy is just a fantasy and new research Pragmedic has conducted reveals that many market access plans fail to become reality. More surprisingly, this situation seems to be caused by some of the management practices that are meant to ensure implementation.


Back to the Future

June, 2010

One of the things that has emerged from Pragmedic's recent research is that the current pharmaceutical industry landscape is the result of powerful political, economic, technical and social forces. In this article, Dr Brian D. Smith discusses how the pharma industry has been, and will be, shaped by the flows of history.


Managing the changes

May, 2010

The research reviewed in this article looks at different aspects of change in an attempt to uncover what specific changes augur for how pharmaceutical marketers operate.


Discretion is the better part of value

April, 2010

Without effective implementation, strategic planning is a futile exercise. In knowledge-intensive markets, such as those for pharmaceuticals and medical technology, the most important, value-creating parts of strategy implementation rely on the discretionary activity of motivated, committed individuals. This article reviews previous research into individual motivation and commitment and draws from it five recommendations for improving strategy implementation, all of which contradict typical management practice.


JMM Research Watch Vol 10.3

April, 2010

Dr Brian D Smith reviews research in the field of change management with a view to how this applies in medical marketing.


What's really going on?

March, 2010

Pharmaceutical marketers often have to make decisions without reams of supporting data and it’s hard to imagine a situation in which marketers’ decisions will ever be as evidence-based as, for example, their clinical or scientific colleagues. But it would be unprofessional to hide behind a “we can’t be perfect so let’s not try” attitude.


Break Out

March, 2010

Invisible constraints on the company environment can hinder effective strategic change. In this feature article in Pharmaceutical Marketing Europe, Dr Brian Smith looks at institutional theory and applies it to the changing environment of to the global pharmaceutical industry.


JMM Research Watch Vol 10.2

March, 2010

A review of recent research that reports important findings both about health care systems and the industry.


Seven Deadly Sins of Marketing Excellence

February, 2010

Marketing excellence programmes have become ubiquitous. Although going under different names, the urge to improve marketing capabilities has seized most pharmaceutical companies. This is predictable as the industry matures and it becomes harder to differentiate technologically; competitive advantage in future must flow from the ability to segment, position and deliver extended value propositions. Yet if one examines the results of this up-skilling frenzy, the results are disappointing.


Model Answer

February, 2010

Like many models, the famous 4Ps model emerged from consumer marketing research and is still taught with a heavy B2C bias. The principle of a consistent set of variables that creates value for the customer applies just as well in pharmaceuticals, but its effective application needs revision before implementation to modern pharma markets.


Through a Glass Darkly

February, 2010

Human beings can only have an imperfect view of the world. As pharmaceutical marketers, this is most obvious when we try to understand the way our business environment is changing. By the time things are clear and obvious, it is too late. This article in Pharmaceutical Marketing's Research Roundup series highlights how early indications of where the market is heading and how companies learn and react are especially valuable.


Spurring Success

January, 2010

How can we use our knowledge of motivation and commitment to achieve strategy implementation and create value? This article from the Jobs and Careers section of Pharmaceutical Marketing looks at what motivates managers to achieve good strategy implementation.


Contact me

Please ensure you complete form fields marked with an asterix *

This maths question is for testing whether you are a human visitor and prevent automated spam submissions.
1 + 0 =

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

Download vcard

Registered in England and Wales No. 03498557

Registered address;
6 Whetstone Close
United Kingdom

Copyright for the paper(s) / article(s) is owned by the named author(s). The article may not be reproduced or circulated without the permission of the copyright owner(s). If the article is quoted or cited, copyright must be acknowledged.

PragMedic will use your email address to notify you when new articles are published or the website is updated. Your details will not be passed to third parties or used for any other purpose without prior agreement.