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Product Positioning

Maximizing a product’s potential in a competitive market means making the most of its advantages by making them clear to customers: positioning the product effectively against competitors. The overriding ambition is to make the product the standard of care and the first choice of treatment. This requires deep understanding of how the product’s combination of clinical and economic virtues can address gaps in the desired level of treatment quality. With our strong clinical platform and commercial capabilities supplemented by specific market research, we address these pressing requirements throughout the product life cycle.

  • Pre-launch commercialization phase:
    • Patient journey mapping to identify needs
    • Assessment of product capacity to fill the needs, using TPP-based research
    • Competitive product capacity analysis to fill needs better than competitors
  • Post-launch in-market phase:
    • Detailed brand diagnostics to understand the effect of outreach and communication of proposed positioning in subsequent translation to customer loyalty-based uptake

Our clinical and commercial experts have successfully developed positioning, supported brand redirection and answered questions about the optimum fit of new and existing products across therapy areas and geographies in Asia.

Our Case Studies

Co-Positioning Strategy for Oncology Products in China & Japan

An MNC with in-line and pipeline oncology assets in overlapping indications wished to develop a co-positioning to minimize cannibalization and maximize opportunity. They expected genericization of their in-line product and were expecting a competitor in-line product to expand its indications. We developed several value propositions for its products across patient segments, tested them and recommended the best co-positioning for its in-line and pipeline products, including patient segments, value proposition and communication strategy during transition.

Pre-Launch Assessment of Asset Portfolio in India

Our client wanted to launch its innovative product portfolio in oncology and rare diseases. We recommended a positioning for each asset in treatment lines through mapping patient journeys, analyzing treatment and future competitive dynamics, TPP acceptability and estimating potential market share.

Post-Launch Brand Diagnostics

We supported a global MNC by conducting a brand equity management program split into waves across therapy areas in Asian markets. The program measured the strength and resilience of products’ positioning in a complex competitive environment and identified measures to enhance outreach and communication to strengthen brand and corporate equity.

Find out how we can take your business to the next level.