The Fundamental Advantage, by Claudia Adreani and Laura Kennedy

Where great healthcare marketing begins

Where marketing fundamentals meet patient impact.

Pharmaceutical companies have never invested more in data, AI, and omnichannel capability—yet too often, the results fall short. In a complex, regulated landscape, technology alone cannot fix what strategy overlooks.

In The Fundamental Advantage, industry leaders Claudia Adreani and Laura Kennedy argue that true marketing excellence begins with something far more enduring: mastering the fundamentals. From identifying the right opportunities to uncovering deep customer insight, making bold strategic choices, and executing with clarity, they introduce the BRIDGE framework—a practical, proven approach to unlocking brand performance and meaningful customer engagement.

Drawing on decades of global experience and real-world case studies, this book challenges leaders to rethink how marketing works in pharma today. Because when the fundamentals are right, innovation reaches further—and more patients benefit.