| 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.
| 21st June 2017
Medical congresses are one of the most important and intensive marketing activities a company can undertake. Here Dolan Desai and Dale Choate give you the practical tools and tips you need to create a leading congress experience.
| 15th June 2017
The 21st Century Cures Act was signed into law last December during the Obama administration. It brings numerous changes to the US drug development landscape, impacting patients, academia, research institutions, and industry. Over the last number of months Blue Latitude have been engaging with US pharma companies to help our clients understand its implications and how it could be leveraged.
| 23rd May 2017
What drives us at BLH is the opportunity to make a real difference – and for our clients, that difference is measured both in customer outcomes and commercial outcomes. In the Executional Excellence edition of Perspective magazine, we explore topics around the ‘executional excellence’ theme – creating work that works.