Positioning and messaging
As healthcare specialists we have deep, scientific understanding of complex disease areas and innovative treatments and technologies.
We take an integrated, iterative approach to positioning to make sure you understand your brand’s customers and stay a step ahead of your competitors. We identify the key supporting evidence and turn it into simple and compelling messaging. Then we help you fight through competitive pressures to establish a unique, impactful position in the minds of your customers, which is voiced through clear and effective communications.
Related articles
The outlook for oncology marketing
|2nd October 2018
Co-founder and Head of Strategy Fred Bassett and Senior Consultant David Cooney give their expert views in the latest MM&M 'Oncology Marketing Perspectives' eBook. Dowload it now to find out what's next for the cancer sector.
Is the pharma business model ready for precision medicine?
|11th June 2018
Precision medicine promises to revolutionise patient outcomes and reduce costs for industry but is pharma ready for it? Blue Latitude Health Co-founder and Head of Strategy Fred Bassett explores the challenges and opportunities while introducing the latest issue of 'Perspective' magazine on this weighty topic.
Behavioural insights to navigate complex healthcare markets
|6th June 2018
Head of Insight Martine Leroy reveals how her team uses behavioural insights to help develop strong pharma brands and services, which successfully navigate complex situations.
Precision medicine starts here
|18th May 2018
In this issue of 'Perspective' magazine, we explore these barriers around precision medicine and reveal the opportunities pharma is ready to grasp.
Personas: a top tool for personalising pharma marketing campaigns
|8th May 2018
Healthcare customers are calling for greater personalisation in care from providers. Here, we explain why personas are the top tool for ensuring your brand meets this need efficiently and effectively.
Perspective on the power of insight
|4th April 2018
Good insight gives you the tools to create innovative products and services that meet customer’s needs at the point of need. In this issue of Perspective magazine, our in-house insight experts unite to reveal the best practical tools, tips and knowledge for harnessing insight to empower your customers and inspire innovation.
What does programmatic advertising mean for your pharma marketing strategy?
|11th January 2018
Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.
Creativity in a complex landscape: a pharma perspective
|12th July 2017
Blue Latitude Health interviews Mohamed Helal, Marketing Lead for Immunology IBVT at EMEA level at Janssen, to find out his view on what an exceptional creative campaign looks like when working at regional level.
Localising digital services in healthcare: efficient and effective adaptation
|29th June 2017
Head of Customer Experience Elisa del Galdo explains what localisation entails and how pharma companies can effectively and efficiently develop and deploy their services, helping you overcome the challenge of different regions with diverse markets and customers.
Immunotherapies in oncology: the future of cancer treatment lies in combinations and partnerships
|19th May 2017
Anne Legendre reviews the scientific rationale behind immunotherapy combinations and Frances Hendry examines how partnerships, co-marketing and positioning drugs will play key roles in shaping the competitive landscape in oncology.
From mountains of raw data to an engaging story: our experience as BHBIA Analyst Team of the Year finalists
|8th May 2017
Turning data into a meaningful and engaging story requires both creative and analytical thinking, and this is the exactly the approach we took in this year’s entry to the 'BHBIA Analyst Team of the Year' competition. Here, Pany Koizi outlines the multi-disciplinary approach used in our journey to the finals of the competition.
Marketing strategy in complex environments
|19th September 2016
Age-old treatment protocols are being replaced with new and innovative treatment paradigms that will revolutionise the healthcare industry for years to come. Kulveer Singh and Mark Assenti talk through what this means for pharma strategists and their product lines.
Products as portfolios: positioning immuno-oncology products
|8th August 2016
The last few years have seen a huge proliferation in the number of products entering the oncology space, with a lot more currently being investigated in clinical trials. Effective positioning in this situation is vital to cut through the noise, so we've outlined some key learnings from our extensive experience in this area.
European prostate cancer treatment is changing - what are the opportunities for marketers?
|3rd August 2016
In this article, Consultant Jeremy Poland examines some of the key dynamics in prostate cancer multi-disciplinary teams across Europe and how the recent trends impact the opportunities available to healthcare marketers.
The special immunotherapy edition of Perspective magazine is live
|19th May 2016
Blue Latitude Health have worked with four of the eight immunotherapies currently approved by the FDA, so we've pooled our expertise across the different capabilities to give you a clear view on the fourth pillar of care in oncology.
Regional campaigns: Improving local uptake while staying on-message
|22nd October 2015
Localising global and regional campaigns is a challenge all global organisations face. However, for healthcare brands, it can be even more challenging because local regulations and systems can be so variable and complicated. Account Director Dolan Desai talks us through five core considerations that will allow you to maximise impact across a region through coherent execution.
10 tips for developing insightful pre-launch positioning
|8th October 2015
By getting your positioning right, you can build the motivational, aspirational, and resonant brand story and messaging that will allow your product to become a brand. Head of Insight Martine Leroy delivers her top tips on how to keep insight at the centre of your positioning to best support your brand.
Bigger than brand: Portfolio positioning for pharma
|29th September 2015
With pharma in the midst of a patent cliff, portfolios of treatments are becoming more and more common, and the need for a clear co-positioning strategy has never been greater.
Head of Brand Strategy Jenna Earl talks us through the three most important things to understand about portfolio positioning in pharma.
Tackling biosimilars – how to handle the threat to pharma brands
|23rd September 2015
Recently, Blue Latitude Health worked with a global pharmaceutical brand to develop a strategy for dealing with the introduction of biosimilars to the market. Their product, a treatment in the gastroenterology therapy area, had recently come off patent and a biosimilar was about to launch. Strategy Consultant Mark Assenti talks through three key points for developing a strategy to tackle biosimilars.
How to nail pre-launch positioning in pharma
|22nd July 2015
Recently, we’ve worked across multiple brands in oncology on launch and pre-launch strategy, which raises a unique set of challenges in a competitive and highly regulated market. Matt Bolton, Head of Commercial, takes us through the three key points to keep in mind when developing a pharmaceutical pre-launch positioning strategy.