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Positioning optimization studies with physicians identify the components of competitive differentiation as the basis for the promotional platform and development of core promotional materials. These studies also involve the following: -
Inclusion of batteries of attribute importance and product performance
- Uniqueness and believability measurement
- Decision support on whether an umbrella positioning approach is appropriate or if the positioning needs to be more targeted
Positioning studies may also be conducted later in the product lifecycle, when the brand may need to "re-invent" itself to counter a market event, like the launch of a new competitor.
marketRx can help take your product to its true potential at any stage in the product lifecyle.
| Case Study Example: Repositioning Study |
| Objectives |
A major pharmaceutical client wanted to reposition its product as a leader in both the care and prevention of athero-thrombotic conditions:
The proposed study
had the following objectives:
1. Evaluate three positioning concepts for the drug across pre-determined, agreed upon strategic criteria:
- Identify one concept which resonates strongly across all markets – to be used for the drug
- Identify a second concept which also resonates strongly where the same product is also marketed under two separate names, rather than co-promoted
2. Identify the optimal messaging elements to be communicated to each of the key specialty audiences (PCPs,CARDs NEUROs) |
| Key Points |
- marketRx team first structured a 60-minute quantitative questionnaire and collected data using computer-based methodology in the US, France, UK, Canada, Spain & Germany covering 1,000 physicians
- In the second stage, screening criteria was defined and agreed upon by both the market research and marketing teams at the client
- Lastly, the three positioning concepts were randomly alternated to determine exposure position (first, second, or third) to reduce order bias in the responses
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| Key Outcome |
Critical outputs from the study
- Analysis of physician message interpretation
and impact assessment (e.g. incremental share) Identification of most compelling/motivating messages by specialty and market
- The promotion message content and detail flow was disseminated to the marketing and sales teams across six major affiliates
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The promotion message content
and detail flow was disseminated to the marketing and
sales teams across six major affiliates
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