To build a successful and reliable brand strategy in the field of pharmaceuticals and medical technologies, you need to know exactly which strategic tools to choose and how to use them. The market for pharmaceuticals and medical technologies is rapidly evolving following the development of globalization, which has an impact on politics, economics, science, technology and human lifestyle. Creating brand strategies in a new industry landscape is a challenging yet vital task. Brand Therapy gives pharma and medtech brand teams the tools to understand the market, create robust strategies and realistic plans. The book consists of 16 short and easy-to-understand chapters; A must-read for anyone working on or leading life sciences brand teams.