Positioning & Messaging – Introducing New Products
Positioning & Messaging – Introducing New Products Netherbeck
To optimise the opportunity for a new medical device, it is critical to communicate a validated value proposition to potential customers.
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 for their corner at the product committee.
We adopt a flexible approach to positioning research which typically starts with qualitative open projective techniques. We focus 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.
Visit our case study section to get a glimpse of the execution of our various projects.