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.

JMM Research Watch Vol 10.1

January, 2010

A summary of the latest research looking at market change.

Reference:
JMM-023

Against the Odds

January, 2010

International research can guide us in adapting to changes in the marketplace. (Part of the Pharmaceutical Marketing Research Roundup series.)

Reference:
SMM-055

The Science of Marketing

January, 2010

Marketing is more science-based than one might realise. Dr Brian D Smith looks at Resource Advantage Theory and how it applies to Marketing.

Reference:
SFP-018

Multiple Perspectives

December, 2009

Synthesised research provides useful, practical solutions to management problems. (Part of the Pharmaceutical Marketing Research Roundup series.)

Reference:
SMM-054

Survival of the Dumbest

December, 2009

Definitions of the same management strategy terms can vary significantly. This is important in practice as it can lead to communication problems. There are clear explanations for why and how this 'dumbing down' of strategic concepts occurs. Whether we'll find a solution or simply adapt to live with it remains to be seen.

Reference:
SFP-017

Maybe I Will, Maybe I Won't

December, 2009

The full title of this article, published in the Journal of Strategic Marketing, is Maybe I Will, Maybe I Won't: what the connected perspectives of motivation theory and organisational commitment may contribute to our understanding of strategy implementation. This paper reviews the management problem of marketing strategy implementation and proposes some new perspectives on the subject. It finds that the well-developed research into motivation theory and organisational commitment theory offer useful perspectives on strategy implementation. As an academic paper, it also suggests five postulates and accompanying hypotheses for future empirical work.

Reference:
SAI-048

Displaced Concepts

November, 2009

Research papers with roots outside pharma consider how channels to market work. (Part of the Pharmaceutical Marketing Research Roundup series.)

Reference:
SMM-053

Turning the Key

November, 2009

Dr Brian D. Smith and Lindsay Bruce look at how sales teams can make key account and key opinion leader strategies work.

Reference:
SAI-049

Overcoming "them and us"

November, 2009

When we strongly identify with our group, we instinctively identify against people in other groups. However, this persistence of stone-age group identity thinking doesn’t help us in the information age.

Reference:
SFP-016

Time to put away childish things

October, 2009

It is common to see experienced executives defending outmoded ideas with ferocious determination and irrationality. My research sheds some light on why otherwise intelligent people may revert to such childish behaviour.

Reference:
SFP-015

Inside the modern salesforce

October, 2009

Business to Business (B2B) sales operations is very different from business to consumer (B2C) selling. The traditional salesperson is fast becoming obsolete but, as with many things in management, the picture is much more complex than the headline.

Reference:
O2N-008

Culture Kaleidoscope

October, 2009

Managing the myriad of perspectives within the marketing team is fraught with complications. It takes skill to manage cultural differences without too much conflict, but to do so is rewarded with better decision making.

Reference:
SMM-051

Matchmaking process

October, 2009

Pharmaceutical marketing, it has often been observed, is a matching process - the need to marry the capabilities and limitations of the huge and complex life-sciences knowledge domain with the equally complex needs of patients and healthcare systems. This research review illustrates some of the many facets of this matchmaking process.

Reference:
SM-050

Nothing So Practical (Research Watch)

September, 2009

Responding to those who dismiss theory as the antonym of practical, Kurt Lewin, an American psychologist, was reported to have said that 'there is nothing so practical as a good theory.' Not only do I agree, but I pity those who don't understand the importance of theory in explaining practical, real-life problems. This review of recent literature provides wide-ranging evidence of the value of theory in practice.

Reference:
JMM-022

Exploratory Study of KOL Management Trends in European Pharmaceutical Companies

September, 2009

Opinion leadership is a well-defined concept. Likely changes in the pharmaceutical sector, consequences of its industry life cycle, are anticipated to make key opinion leader (KOL) management more important still. Despite this, little is known about the scope of KOL management processes in pharmaceutical companies or the trends that those processes may follow in response to industry changes. This article presents the findings of an exploratory, qualitative study involving 18 pharmaceutical company executives with responsibility for KOL management. It suggests that an enhanced, formalised, integrated and IT-enabled model of KOL management will evolve and that many leading companies have extant plans to realise such an approach.

Reference:
SMM-052

Caged Companies

September, 2009

When was the last time you heard someone in your company or organisation talk about change? Changing strategies, changing business models, changing culture, changing attitudes. Modern management philosophy seems obsessed with change. Yet, if you stick around a while, say five years or more, how much real change do you see?

Reference:
O2N-007

Straddling or Focusing: The moment of truth

September, 2009

Dr Brian D. Smith suggests that our industry is about to prove or disprove a fundamental academic theory: that straddling generics and innovation is an unsustainable business model. Part of the Strategy Fundamentals series.

Reference:
SFP-014

An exploratory study of key opinion leadership management trends among European pharmaceutical companies

September, 2009

Opinion leadership is a well-defined concept that underpins much marketing practice in the pharmaceutical and other industries. Likely changes in that sector, consequences of its industry life cycle, are anticipated to make key opinion leader (KOL) management more important still. Despite this, little is known about the scope of KOL management processes in pharmaceutical companies or the trends that those processes may follow in response to industry changes. This article presents the findings of an exploratory, qualitative study involving 18 pharmaceutical company executives with responsibility for KOL management. It suggests that an enhanced, formalised, integrated and IT-enabled model of KOL management will evolve and that many leading companies have extant plans to realise such an approach.

Reference:
SMM-049

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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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