|8th October 2015
Positioning is a brand’s golden opportunity to be seen as distinctive by customers. By getting the positioning of your product right, you can build the motivational, aspirational and resonant brand story and messaging that is going to allow your product to become a brand. Your product will carve its own space in your customers’ mental workspace, and thus can weather evolving environmental constraints, ideally through to loss of exclusivity.
Pharmaceutical companies have improved their customer-centric focus and process in developing motivating, differentiating and viable positioning. However, further progress is required. Here are our top tips to help you develop positioning that supports your brand:
Get consensus on what your business is trying to achieve for the brand before you start. Conduct a cross-functional brand team workshop to garner perceptions and insights on a positioning strategic direction. Include this understanding in the draft positioning concepts that you are going to consider, then select for testing with your external customers.
Positioning is the central tool for conducting an engaging dialogue with your customers. The dialogue will need to focus on the brand story, and also tailor the message flow and focus. Tailoring is becoming an increasing requirement as personalised medicine and individual patients’ engagement in their treatments become the focus. As you start, consider the broader network of influencers – in particular, payers, carers and patients are also your customers.
|9th July 2018
Pharma marketers are now spending more on data analysis than ever before. However, many are struggling to see a return on investment. BLH sits down with four BOBI Analyst of the Year 2018 finalists to find out how they turn data into insights that make a real difference to the success of pharma brands.
|4th July 2018
Blue Latitude Health speaks to Dr Ivan Wall, Reader in Cell & Gene Therapy Bioprocessing at University College London, to find out about the future of cell and gene therapy, the impact of Brexit, and how the next generation is paving the way for innovation.