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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:
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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
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