Brand Plan Rx

The Marketer’s Guide to Building a Thriving Health and Wellness Brand

Markus Saba and Hilary Gentile

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.

Drawing on their decades of work in launching major pharmaceutical and wellness brands, healthcare marketing executives Markus Saba and Hilary Gentile provide a step-by-step formula for creating a strong, effective brand plan to launch and market your brand.

Brand Plan Rx guides you through the difficult decisions that will build your brand, and shows you how to create a cohesive and clear brand story. As you master synthesis and clarity, you will create a clear road map to use as your sounding board for all the decisions you make. 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.


“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.”

“Finally, a book that considers all the distinct factors of marketing in the healthcare industry. Practical, to the point, entertaining, educational, and illustrated with helpful case studies… I wish I would have had access to this guideline and blueprint earlier.”

Brand Plan Rx captures the essence of brand planning in the pharma/biotech space. The importance of the concepts of choice and cohesion cannot be underestimated. Markus Saba and Hilary Gentile bring those concepts to life in a manner that is clear, simple, and practical.”


“Brand management in healthcare is equal parts science and art. Brand teams need a simple yet comprehensive framework to assess the enormous amounts of data on markets, competition, customers, and brands. A good framework helps teams distill the data into insights—this is the science part. And then comes the art—clear, concise, and compelling storytelling. Brand Plan Rx helps teams do all of the above with a simple and effective framework, tried and true tips, and illuminating case studies. I recommend this book to all commercial leaders in our industry and will make this a must-read for all my brand teams moving forward.”

“Markus Saba and Hilary Gentile have emerged as experts in a rapidly shifting ecosystem of health and innovation, and have spent decades spearheading thousands of successful launches. Brand Plan Rx is an essential guide from the leading voices architecting the future of truth and trust for global brands.”


Markus Saba is a marketing professor at the UNC Kenan-Flagler Business School and the executive-in-residence of the UNC Center for the Business of Health. An experienced pharmaceutical executive with expertise in global and healthcare marketing, Saba held numerous marketing leadership positions during twenty-five years with Eli Lilly and Company, building some of the most successful brands in the industry. Through his consulting firm he works with leading pharmaceutical, biotech, and healthcare providers, payers and service companies.

Hilary Gentile is the global chief strategy officer of McCann Health, where she has worked for more than twenty years. Gentile advises McCann Health’s clients across the spectra of the pharmaceutical and health and wellness industries, employing her extensive experience in new product launches and business planning. She is a frequent keynote speaker for clients and industry events, on subjects ranging from the future of the health and wellness industry, to empathy-led healthcare marketing, to data-driven strategies for wellness. In 2017, Gentile was honored to be inducted into the MM&M Hall of Femme.

ISBN 978-1-77458-103-2
$34.95 USD
Published March 17, 2021
6 × 9 216 Pages
Paperback, ebook