Please login to the form below
10 tips for developing insightful pre-launch positioning
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. Blue Latitude Health's 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.
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:
![]()
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:
1. Build in your internal customers’ perceptions and needs
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.2. Develop positioning in alignment with your external customer base
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.Download the full article and reference checklist here.
Company Details
Blue Latitude Health
+44 203 328 1840
Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom
Latest content on this profile
- In the precision medicine era, the line between products and services is blurred
- Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?
Blue Latitude Health
- Understanding COVID-19 and varying responses across the globe
- At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.
Blue Latitude Health
- Top 5 tips for a multi-indication product launch
- Senior Associate Consultant Sana Rahim and Senior Consultant Victoria Clark explain the lessons the team has learned from launching six different indications of an oncology product in an accelerated timeframe.
Blue Latitude Health
- If our patients are diverse, why are clinical trials so white?
- Despite facing worse health outcomes, minority populations are often left out of clinical trials and miss the opportunity to participate in life-saving research. Associate Consultant Ling Song explores this issue and calls for the pharmaceutical industry to change its approach.
Blue Latitude Health
- Engaging physicians during COVID-19
- COVID-19 has drastically changed the lives of healthcare professionals. They are emotionally and physically drained and under huge amounts of pressure. They also need pharma’s help. Senior Consultant Pany Koizi outlines five principles for engaging with physicians during the pandemic.
Blue Latitude Health
- Fishawack Health adds market access and commercial strategy consultancy Skysis as part of its bold growth plans
- Fishawack Health, the global healthcare communications agency, announces the acquisition of Skysis, a boutique consulting firm providing integrated market access and commercial strategy solutions based in the US.
Blue Latitude Health
