Purchasing behavior in medical markets is typically based on rational cost benefit evaluations involving a number of decision makers, however, positioning and messaging is absolutely critical in defining the criteria against which a product is judged.
The challenge is to ensure that the product leverages its features and benefits and avoids inappropriate categorization where price becomes the main differentiator. The key to success is to firstly educate the clinicians/users about the product, enlist them as champions and provide them with the arguments in order to fight their corner at the product committee.
We adopt a flexible approach to positioning research which typically starts with qualitative open projective techniques, but with an eye on the commercial realities of the product proposition and the stage of the product development lifecycle, moving towards more structured techniques and quantitative testing of prospective messages.
