.png)
Disruptive Positioning
Life Sciences
Case Background
It is not uncommon for great pharmaceutical products to struggle when trying to capture market share. This was especially true for one of our Clients who targeted a small, saturated market with their promising product. The company struggled due to low field presence and undifferentiated messaging in the context of heavy-hitting competitors. On top of that, several external (e.g., COVID-19 lockdown) and internal (conflicting priorities, etc.) factors conflated to derail product launch momentum. Despite the headwinds, the brand team was committed to creating an innovative positioning for competing effectively in an entrenched market that would establish the brand as the Standard of Care.
Our team used a three-step approach to develop disruptive positioning for our Client. In Phase I we first unveiled unique challenge aspects from internal perspectives based on a careful review and synthesis of all marketing materials. Next, we conducted an in-depth 1L Cancer Patient Journey and key customer mapping to extract key insights, pain points, and opportunities. Then, we analyzed competitor positioning, campaigns, etc. with customer sentiment data to uncover opportunities for differentiated positioning. Finally, the team brainstormed disruptive and innovative ideas to serve as the starting point for a new vision and positioning for Product X. In Phase 2, we interviewed HCPs to gain insight into treatment decision-making factors and their initial perception of Product X in a blinded data comparison. We also captured unbiased, unaided internal regional perspectives to shape a vision and positioning that can support Product X’s near & long-term success. Our team curated an innovative positioning approach to elevate the product’s value proposition by researching over 10 best-in-class cross-industry cases. During the final phase, we researched best practices and proven frameworks to craft novel approaches tailor-made for the Client’s specific needs. The 3rd phase culminated in a two-day workshop that guided the Global team through the creation of a strong, differentiated vision, positioning, and brand story.
Our Approach
We helped our Client build a new vision, positioning, and brand story with meaningful value for HCPs & patients. We delivered our solution in the form of an actionable, scalable positioning architecture that can be extended to all aspects of the brand. It guided the client team in building an innovative vision, disruptive positioning, and contagious brand story. The new compelling voice created for the brand helped our Client reclaim the momentum lost after a promising initial launch and motivated HCPs beyond data differentiation.
Output
Disruptive Positioning
Life Sciences
Case Background
It is not uncommon for great pharmaceutical products to struggle when trying to capture market share. This was especially true for one of our Clients who targeted a small, saturated market with their promising product. The company struggled due to low field presence and undifferentiated messaging in the context of heavy-hitting competitors. On top of that, several external (e.g., COVID-19 lockdown) and internal (conflicting priorities, etc.) factors conflated to derail product launch momentum. Despite the headwinds, the brand team was committed to creating an innovative positioning for competing effectively in an entrenched market that would establish the brand as the Standard of Care.
Our team used a three-step approach to develop disruptive positioning for our Client. In Phase I we first unveiled unique challenge aspects from internal perspectives based on a careful review and synthesis of all marketing materials. Next, we conducted an in-depth 1L Cancer Patient Journey and key customer mapping to extract key insights, pain points, and opportunities. Then, we analyzed competitor positioning, campaigns, etc. with customer sentiment data to uncover opportunities for differentiated positioning. Finally, the team brainstormed disruptive and innovative ideas to serve as the starting point for a new vision and positioning for Product X. In Phase 2, we interviewed HCPs to gain insight into treatment decision-making factors and their initial perception of Product X in a blinded data comparison. We also captured unbiased, unaided internal regional perspectives to shape a vision and positioning that can support Product X’s near & long-term success. Our team curated an innovative positioning approach to elevate the product’s value proposition by researching over 10 best-in-class cross-industry cases. During the final phase, we researched best practices and proven frameworks to craft novel approaches tailor-made for the Client’s specific needs. The 3rd phase culminated in a two-day workshop that guided the Global team through the creation of a strong, differentiated vision, positioning, and brand story.
Our Approach
We helped our Client build a new vision, positioning, and brand story with meaningful value for HCPs & patients. We delivered our solution in the form of an actionable, scalable positioning architecture that can be extended to all aspects of the brand. It guided the client team in building an innovative vision, disruptive positioning, and contagious brand story. The new compelling voice created for the brand helped our Client reclaim the momentum lost after a promising initial launch and motivated HCPs beyond data differentiation.