When it comes to re-positioning a pharmaceutical or biotech Brand, if you think you know the answer going in…odds are you won't have the optimal one coming out.
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When it comes to positioning or re-positioning a Brand, traditional pharma and biotech marketing practices tell us to find the right place for our product within the accepted confines of the current market.
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Seems like just about every pharma and biotech category has a Brand making a 'power play' these days. Look through a journal and there's always at least one product being positioned as 'powerful' this or 'the power of' that. Trouble is…with so many products claiming a 'power' benefit…how meaningful can they really be?
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You know, the "we'll own efficacy" routine. The truth is, this weak positioning strategy can actually provide you the opportunity to make a finer cut and, likely, a more impactful one.
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Do the professional and patient positionings for your Brand jibe? If you're like most Brand Directors working on a product that develops materials for both audiences, then they better.
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When it comes to marketing pharmaceutical products directly to potential customers or existing patients, there is one important lesson that is often overlooked: not all customers are good ones.
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If you don't think of branding and positioning as two different things, then you will after reading this.
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Does your Brand need a patient positioning if you're not doing DTC? You better believe it.
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Take a look at the present year's expenditures for your brand. What was the state of your fund allocation in terms of strategic versus tactical spend?
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Don't fall into the trap of "cut-and-paste positioning."
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Ask yourself this simple question: "Can the positioning of my Brand be communicated with one thought?"
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We often hear from companies servicing the pharma industry that they don't charge for "strategy." If that's the case and the strategic advice you receive is "free," then what can it really be worth?
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Please, please, please, do not test your positioning statement with physicians! We realize that positioning is an art and that there are different ways to generate an effective end, but this is just not one of them.
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This week's tip is a riddle: Which came first, the positioning or the creative?
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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!”
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Do not confuse your positioning statement with your message; the two just aren't the same. Your message can and should contain all the important points about your product.
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We recently asked a non-client brand manager what the positioning statement was for her brand. She replied that she couldn’t possibly give us that information without our having signed a confidentiality agreement. We were shocked!
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