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.
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