Many innovators don’t realize that positioning is the groundwork for virtually all of your branding, marketing, and communication efforts. It should begin before your innovation is even developed, so that every move you make sets you up for success. Are there any gaps in your strategy?
A strong positioning strategy uses observations and research to sculpt your optimal business model.
For example, should your brand be positioned vertically or horizontally in the market? Do you have an incremental innovation that can be positioned among competitors? Or, is it a radical innovation, which requires your company to carve out and manage your own niche?
Questions like these form the foundation of your efforts.
To get a 360-degree understanding of your challenges and opportunities, we look closely at three key ingredients.
What’s your ideal business model and how should your offering be delivered to customers?
Who are your ideal customers — from early adopters to the mainstream market? What motivates them to buy?
What and who are you up against? What are they doing best and worst? What can your brand do better?
Your brand’s positioning strategy will shape all your efforts moving forward: your branding, messaging, marketing, and customer relations as they relate to each phase of your commercialization, launch, and beyond.
It’s a blueprint that optimizes your brand’s identity and reach, while tactfully managing your audience’s perceptions.
Instead of robust, static annual plans that quickly become outdated, we use real-time data insights and 90-day planning cycles to help our clients achieve better healthcare marketing outcomes.
This process helps ensure we’re always working on the items that matter most to your success.