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Positioning - The way to a doctors mind

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Positioning - The way to a doctors mind

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Here is a brief presentation on positioning for the pharma industry titled "Positioning - The way to a doctors mind"

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  1. 1. VIVEK HATTANGADI www.theenablers,org POSITIONING – THE WAY TO REACH THE DOCTORS MIND VIVEK HATTANGADI1POSITIONING - THE WAY TO DOCTORS MIND
  2. 2. SIX CRITERIA FOR POSITIONING  Single minded idea  Relevant  Unique  Credible  Durable / Sustainable  Actionable VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 2
  3. 3. SINGLE-MINDED IDEA A CHALLENGE FOR BRAND MANAGERS  Good positioning is all about sacrifice  It puts across a focused, single-minded idea  Identifying a single idea compels brand managers to decide what not to communicate - tougher than deciding what to communicate VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 3
  4. 4. RELEVANT  Must focus on the benefits that are important for patients  Attend to the unmet needs in the market - on both the emotional and functional levels  If you overlook the emotional aspects – result – dry, comatose and unexciting positioning VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 4
  5. 5. UNIQUE  Good positioning differentiates the brand from its competitors  Too often marketers focus their positioning on ‘table-stakes’ - attributes that are critical in the category, but don’t necessarily differentiate their brand from others VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 5
  6. 6. CREATING UNIQUENESS Different RelevantCredible VIVEK HATTANGADI 6 POSITIONING - THE WAY TO DOCTORS MIND
  7. 7. CREDIBLE  Good positioning is believable for today and tomorrow  The best brands strike the right balance between aspirational positioning that grows the brand in the future and credible positioning that is realistic in today’s marketplace VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 7
  8. 8. SUSTAINABLE  Good positioning is over a 5-7 year horizon  Important to differentiate between long term strategic positioning vs. short term tactical messaging  Of course, if the ‘positioning’ is changed every 1 – 2 years, then it’s not truly positioning VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 8
  9. 9. ACTIONABLE  Good positioning is an internal rallying cry to motivate the sales and corporate office teams  Too often, positioning is seen only as an external-facing communications effort  However, truly effective positioning impacts both external customers and internal teams VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 9
  10. 10. FACTORS IN POSITIONING  Positioning is about the perception of the brand occupies in the minds of Rxers  Strong brands have a clear, unique position  Positioning can be achieved through several means - brand name, image, packaging  Successful positioning usually requires a combination of these things VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 10
  11. 11. 3 STEPS IN POSITIONING 1. Differentiation 2. Positioning Statement 3. Message – The actual communication VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 11
  12. 12. STEP 1 - DIFFERENTIATION  Differentiated from competition - in the complex and busy environment  Differentiate on the basis of something that your target doctor actually cares about  Test what exactly differentiates you from you competitors VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 12
  13. 13. STEP 2 - WRITE A BRAND POSITIONING STATEMENT - IN 3 EASY STEPS Start by writing the following down on a piece of paper:  [Brand Name] provides ___(1)___ with ___(2)___ than any other [Your Brand Segment]. We do this by ___(3a)___, ___(3b)___, and ___(3c)___ VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 13
  14. 14. STEP 2 - SLOT1 WHO IS YOUR TARGET AUDIENCE?  A pretty straight-forward question  Who are the types of doctors you want your brand to reach? Who or what influences them and why?  Examples: Men ages 24 -35; Young upwardly mobile executives; Upper-Middle Class Expectant Mothers VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 14
  15. 15. STEP 2 - SLOT 3: WE DO THIS VIA FAB AND BACKING WITH SOLID EVIDENCE… We do this by -  3a (Your Brand Feature)  3b (Your Brand Advantage), and  3c (Your Brand Advantage).  Back this with solid evidence for credibility and believability VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 15
  16. 16. STEP 3 - MESSAGE THE ACTUAL COMMUNICATION  Apply the KISS Theorem (Keep it short and simple)  The message should be consistent – do not deviate from the core message  The message should be emotional and seductive VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 16
  17. 17. COMMUNICATION  Communication plays a key role in building a successful brand  Brand positioning is essentially Rxers perceptions –the objective to build a clearly defined position in minds of Rxers via the communication process  All elements of the promotional mix need to be used to develop and sustain Rxers perceptions VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 17
  18. 18. COMMUNICATION CHALLENGE Reinforce Positive Perception Build Brand Personality Build Brand Awareness VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 18
  19. 19. VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 19 That’s positioning – The way to a doctors mind Thank you Vivek Hattangadi www.theenablers.org

Description

Here is a brief presentation on positioning for the pharma industry titled "Positioning - The way to a doctors mind"

Transcript

  1. 1. VIVEK HATTANGADI www.theenablers,org POSITIONING – THE WAY TO REACH THE DOCTORS MIND VIVEK HATTANGADI1POSITIONING - THE WAY TO DOCTORS MIND
  2. 2. SIX CRITERIA FOR POSITIONING  Single minded idea  Relevant  Unique  Credible  Durable / Sustainable  Actionable VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 2
  3. 3. SINGLE-MINDED IDEA A CHALLENGE FOR BRAND MANAGERS  Good positioning is all about sacrifice  It puts across a focused, single-minded idea  Identifying a single idea compels brand managers to decide what not to communicate - tougher than deciding what to communicate VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 3
  4. 4. RELEVANT  Must focus on the benefits that are important for patients  Attend to the unmet needs in the market - on both the emotional and functional levels  If you overlook the emotional aspects – result – dry, comatose and unexciting positioning VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 4
  5. 5. UNIQUE  Good positioning differentiates the brand from its competitors  Too often marketers focus their positioning on ‘table-stakes’ - attributes that are critical in the category, but don’t necessarily differentiate their brand from others VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 5
  6. 6. CREATING UNIQUENESS Different RelevantCredible VIVEK HATTANGADI 6 POSITIONING - THE WAY TO DOCTORS MIND
  7. 7. CREDIBLE  Good positioning is believable for today and tomorrow  The best brands strike the right balance between aspirational positioning that grows the brand in the future and credible positioning that is realistic in today’s marketplace VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 7
  8. 8. SUSTAINABLE  Good positioning is over a 5-7 year horizon  Important to differentiate between long term strategic positioning vs. short term tactical messaging  Of course, if the ‘positioning’ is changed every 1 – 2 years, then it’s not truly positioning VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 8
  9. 9. ACTIONABLE  Good positioning is an internal rallying cry to motivate the sales and corporate office teams  Too often, positioning is seen only as an external-facing communications effort  However, truly effective positioning impacts both external customers and internal teams VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 9
  10. 10. FACTORS IN POSITIONING  Positioning is about the perception of the brand occupies in the minds of Rxers  Strong brands have a clear, unique position  Positioning can be achieved through several means - brand name, image, packaging  Successful positioning usually requires a combination of these things VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 10
  11. 11. 3 STEPS IN POSITIONING 1. Differentiation 2. Positioning Statement 3. Message – The actual communication VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 11
  12. 12. STEP 1 - DIFFERENTIATION  Differentiated from competition - in the complex and busy environment  Differentiate on the basis of something that your target doctor actually cares about  Test what exactly differentiates you from you competitors VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 12
  13. 13. STEP 2 - WRITE A BRAND POSITIONING STATEMENT - IN 3 EASY STEPS Start by writing the following down on a piece of paper:  [Brand Name] provides ___(1)___ with ___(2)___ than any other [Your Brand Segment]. We do this by ___(3a)___, ___(3b)___, and ___(3c)___ VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 13
  14. 14. STEP 2 - SLOT1 WHO IS YOUR TARGET AUDIENCE?  A pretty straight-forward question  Who are the types of doctors you want your brand to reach? Who or what influences them and why?  Examples: Men ages 24 -35; Young upwardly mobile executives; Upper-Middle Class Expectant Mothers VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 14
  15. 15. STEP 2 - SLOT 3: WE DO THIS VIA FAB AND BACKING WITH SOLID EVIDENCE… We do this by -  3a (Your Brand Feature)  3b (Your Brand Advantage), and  3c (Your Brand Advantage).  Back this with solid evidence for credibility and believability VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 15
  16. 16. STEP 3 - MESSAGE THE ACTUAL COMMUNICATION  Apply the KISS Theorem (Keep it short and simple)  The message should be consistent – do not deviate from the core message  The message should be emotional and seductive VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 16
  17. 17. COMMUNICATION  Communication plays a key role in building a successful brand  Brand positioning is essentially Rxers perceptions –the objective to build a clearly defined position in minds of Rxers via the communication process  All elements of the promotional mix need to be used to develop and sustain Rxers perceptions VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 17
  18. 18. COMMUNICATION CHALLENGE Reinforce Positive Perception Build Brand Personality Build Brand Awareness VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 18
  19. 19. VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND 19 That’s positioning – The way to a doctors mind Thank you Vivek Hattangadi www.theenablers.org

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