Welcome to the MD+DI Book Club, a monthly feature where we recommend a book for medtech professionals.
Title and Author: Brand Therapy; 15 Techniques for Creating Brand Strategy in Pharma and Medtech, by Brian D. Smith. Smith has worked in the life sciences sector for 40 years as a research chemist, marketing leader, research academic, and advisor to many leading pharma and medtech companies.
Rating: Currently rated 4.5 stars on Amazon, based on 16 ratings. Rated 4.25 stars on Goodreads, based on four ratings.
Recommended because: The editorial reviews from industry leaders are awfully pursuasive. Here are just a few:
"Smith has captured the new guide to brand relevance and sustainability," wrote Pamela Winsor, chief marketing officer at Medtronic Canada.
"A masterclass in one book," wrote Luciano Conde, CEO at Noventure.
"At last, a book on marketing that perfectly fits the complexity and uniqueness of medtech and life sciences industries," wrote Sandrine Letellier, VP of global marketing at Smith & Nephew.
"Prof. Brian Smith has condensed his 20 years of academic research into this step-by-step, brand strategy process, which is tailored specifically for our unique customers and markets," wrote Kashif Ikram, senior director of EMEA at Medtronic.
"A must read for every marketing manager in the pharma or med device space," wrote Linda Beneze, CEO at Monarch Medical Technologies.
"This book is written in such a way that it can be used as a 'go-to' guide for brand strategy definition, development, and verification," wrote Russell Watts, director of business development and marketing at EMEAI SCIEX, a Danaher company.