Markus Saba is Professor, Executive In Residence, at The Center for the Business of Health at UNC’s Kenen Flagler Business School, and has a wealth of experience in the pharmaceutical industry and spent 25 years with Eli Lily in numerous senior marketing leadership roles..  Hilary Gentile is the Global Chief Strategy Officer at McCann Worldwide and has experience working with a spectrum of pharma clients, as well as with health and wellness brands. In 2017, Hilary was inducted into the Medical Marketing and Media Hall of Femme.  Together they have co-authored a new book “Brand Plan Rx - The Marketers Guide to Building a Thriving Health and Wellness Brand”.  During this episode, we discuss critical elements for building a great brand plan - and how to evolve your process in the age of modern marketing. Link to "Brand Plan Rx" Book