"How do you market a successful brand in today's constantly changing healthcare industry? Markus Saba and Hilary Gentile have spent decades confronting that challenge. In Brand Plan Rx, they show us how to use a simple and powerful framework of inspirational storytelling." -Arianna Huffington, founder and CEO, Thrive Global Build a healthcare brand that changes lives. A thriving brand requires a plan. Even the best marketing ideas cannot come to fruition without a cohesive brand plan. This is especially relevant and challenging in the health and wellness industry. Brand Plan Rx provides a proven road map that empowers you to make the choices that drive demand and will get you to synthesize your plan onto one page designed specifically with the health and wellness industry in mind. In Brand Plan Rx, healthcare and pharmaceutical marketing executives, professor Markus Saba and marketer Hilary Gentile, provide a step-by-step formula to uncover the unique needs that drive brand choice in the health and wellness industry. Drawing on their decades of work in launching major pharmaceutical and wellness brands, they outline exactly how you can create a strong, effective brand plan to launch and market your brand. Brand Plan Rx's Choice Map guides you through the difficult decisions that will build your brand. You will bring it all together into a cohesive and clear brand story. As you master synthesis and clarity, you will create a one-page Cohesion Map, a clear roadmap to use as your sounding board for all decisions you make for your brand. Ultimately, you'll learn how to apply traditional marketing principles to the healthcare space so that your brand will make a marked difference in people's lives. "Captures the essence of brand planning in the pharma/biotech space in a manner that is clear, simple, and practical." -Enrique Conterno, CEO, FibroGen, Inc. "A book that considers all the distinct factors of marketing in the healthcare industry. Practical, to the point, entertaining, and educational." -Rolf Hoffmann, chairman of the board of directors, Biotest "I recommend this book to all commercial leaders in our industry." -Burcu Eryilmaz, VP, Sanofi Genzyme "An essential guide from industry experts who have spearheaded thousands of successful launches." -Danielle Kayembe, founder and CEO, GreyFire Impact