This book explores strategic marketing in the pharmaceutical and biotech industries, with a special focus on specialty medicines and orphan drugs, but many aspects can be applied to MedTech in general. It provides tools, practical advice, and real-world examples, offering valuable insights and guidance for individuals with a basic to moderate understanding of marketing in the life sciences field. The author aims to share expertise in strategic marketing to help readers succeed in this complex and ever-changing industry. While it doesn't cover tactical options like promotion or education about a product, it delves into strategic topics such as strategic analysis, forecasting, customer segmentation, pre-launch readiness, launch execution, strategic brand planning, portfolio management, life cycle management, and communication strategy that influence those tactics.