The brand planning process and resulting plans are both critical to providing the framework for all marketing activities and communications throughout the organization. The Marketing Plan In Action© (MPIA) is a fast-paced program designed to give those actively involved in marketing ethical products an in-depth understanding of the methods, tools and techniques useful in creating a more strategic and results-oriented marketing plan. Introduction to concepts of modelling patients’ and other key stakeholders’pain points and touchpoints, access strategies in a value-based world, data analytics, and health information technologies (HIT) provide further learning for a high-quality foundation in marketing that helps participants develop thedepth of analysis and insights and produce the level of marketing professionalism needed for effective brand plans.