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

1. VIVEK HATTANGADI
www.theenablers,org
POSITIONING – THE WAY TO REACH THE
DOCTORS MIND
VIVEK HATTANGADI1POSITIONING - THE WAY TO
DOCTORS MIND

2. SIX CRITERIA FOR POSITIONING
 Single minded idea
 Relevant
 Unique
 Credible
 Durable / Sustainable
 Actionable
VIVEK HATTANGADIPOSITIONING - THE WAY TO DOCTORS MIND
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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
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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
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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
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6. CREATING UNIQUENESS
Different
RelevantCredible
VIVEK HATTANGADI
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POSITIONING - THE WAY TO DOCTORS MIND

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
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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
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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
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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
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11. 3 STEPS IN POSITIONING
1. Differentiation
2. Positioning Statement
3. Message – The actual communication
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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
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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)___
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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
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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
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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
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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
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18. COMMUNICATION CHALLENGE
Reinforce Positive
Perception
Build Brand
Personality
Build Brand
Awareness
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That’s positioning – The way to a doctors mind
Thank you
Vivek Hattangadi
www.theenablers.org