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:
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.
The recent development of several COVID-19 vaccines has placed medical research firmly in the spotlight, highlighting public confusion and misinformation about clinical trials. Patient advocate, Trishna Bharadia reveals what the life sciences industry can do to rebuild trust. Blue Latitude Health
Generating data for drug launches is a challenging process. In rare diseases, with small patient populations and high unmet need, evidence generation is even more complex. Consultant Sarah Poole and Senior Consultant Craig Moore explore the benefits of using real-world evidence and the common pitfalls life science companies should avoid. Blue Latitude Health
We all know that finding and treating cancer early saves lives. During the COVID-19 pandemic, oncology treatments paused while cancer continued to spread. So, what has been the impact of this lost time for patients? Blue Latitude Health
Our creative approach at Fishawack Health is Affective Creativity. Creative crafted to make deep, motivating connections with our target audience. We tap into psychology and combine that with creative craft and expertise and to deliver powerful, engaging work on a conscious as well as a subconscious level. Blue Latitude Health
As hard as congress organisers try, replicating the congress experience on a virtual platform is difficult. Rather than trying to replicate the in-person congress experience, the industry has a real opportunity to innovate, leverage the benefits of digital channels, and approach congresses in a completely different way. Blue Latitude Health