Product Positioning & Value

Positioning is the most powerful concept in marketing. It categorizes your product in the target’s mind. Nail this, and everything else falls into place.

But positioning doesn’t happen in isolation. You have to consider:

• The competitive landscape – Are you in a crowded market?
• Your differentiation – What makes your product stand out?
• Clinical value – Is it compelling enough for physicians to take a risk on something new?

The best time to get this right? Upfront, as part of your upstream marketing plan. Many struggling companies don’t realize they have a positioning problem.

What’s the one thing you want a doctor to remember about your product? Positioning anchors everything—your brand name, value proposition, and key messages. Let’s get it right.