David Coleiro and Michael White are Directors at Strategic North. Both have around 20 years of global experience within pharma insight, brand and commercial roles. In their ‘Building Purposeful Brands’ column, they share their unique insights on the world of healthcare and healthcare brands. Strategic North is a healthcare marketing agency that works with clients in the pharmaceutical industry around the globe to build the successful brands of today and tomorrow, grounded in human insight and scientific understanding. David, Michael and their colleagues tweet @StrategicNorth and blog at www.strategicnorth.com/blog.