Positioning—The Earlier the Better
A frequent question our Clients ask us is, "When is the best time to start developing the positioning for my new product entry?" This one’s easy. Answer, “As early as you can!”
OK, we understand that products in Phase I may not have discernable enough attributes upon which to build positioning. But someplace around the middle of Phase II, you’re close enough to market entry to have a decent idea of both the product’s attributes and the market’s potential needs. It’s at this point that positioning work is ideally begun because you still have time then to structure your Phase III clinical work to better support that template positioning at the Brand’s launch.
Most positioning work is started after NDA submission and that’s too late. After all, your medical education should already have started by that time and it too should be driven by your product’s positioning.