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Product positioning - USP and single minded proposition
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It is now widely accepted that positioning a product accurately
for its target audience is a critical pre-launch activity
and is fundamental to ensuring post-launch success. As part
of the commercialization program for your new product, the
PHASE II positioning process consists of rigorous stages
of analysis, brainstorming and creative development with
your internal stakeholders. The workshop-driven process
culminates with the team jointly developing a series of
powerful positioning options and compelling key messages
which can then be tested through in-market research.
Once positioning is achieved this can act as the fulcrum
around which all medical-marketing activities are executed
- including the communications strategy and pre-marketing
plan. The PHASE II positioning process shortens the time
taken to agree a new product's positioning and ensures global,
affiliate and other stakeholder education, consensus and
buy-in as part of the journey.
Positioning - creating your product's
space
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