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
- Digital Nation: How Australia became a digital health pioneer
- Australia has adopted digital strategies to transform its healthcare system. We sat down with Rachel de Sain, who shares where, and how she contributed to improving digital health products and services in Australia to advance their nation to becoming one of the world's leaders in digital health.
Blue Latitude Health
- Rethinking Electronic Medical Records
- EMR systems are far from perfect. Clinician and PhD candidate Dr. Pao takes us through his perspective on the system and how he aims to lead the way by solving the challenges when adopting this technology in a clinical setting.
Blue Latitude Health
- Blue Latitude Health moves to new offices in New York
- Blue Latitude Health has moved offices to a new location in New York following a year of substantial growth.
Blue Latitude Health
- Designing a global digital patient services platform
- Within our customer experience capability at Blue Latitude Health, our UX researchers and designers are tasked with understanding customer and client needs. Recently, a client required a centralised system to drive the development and deployment of data-driven patient services. Here, we explain the process of developing this platform.
Blue Latitude Health
- Digital therapeutics and their impact on society
- Head of Customer Experience Elisa del Galdo explores how healthcare technology can help chronic disease patients and asks what makes a good digital therapeutic?
Blue Latitude Health
- Life with multiple myeloma - why I'm a lucky man living the dream
- Multiple myeloma patient Bob Munro explains what it's like to live with the rare blood cancer and how his diagnosis led him on the journey of a lifetime – cycling from London to the Arc de Triomphe.
Blue Latitude Health
