What do your customers value? Are they a cautious, conservative audience where safety is paramount? Or are they looking for a product that simplifies their lives? What concept do they already have about your product? Is there open space in your prospective client’s mind for your product to own the benefit they value most, or is that benefit so strongly associated with a competitor that it would be extremely difficult for you to establish it as your own? Does your clinical data support your ability to own the benefit you are aiming for? If it doesn’t today, will it tomorrow? Is your message focused and memorable? Will your customers pass it on to each other?
These are just some of the questions you should ask yourself when developing positioning and messaging for your product.
At Evidence Based Marketing, we start with the end in mind. We work with you and your marketing team to develop or adapt your global marketing position to your markets. Whether you are launching a brand and need to understand who your customers are and what they value, developing positioning, or managing a crisis and seeking support in developing your communication, we bring the skill and experience to effectively assist you.
Our professional services in messaging segmentation, value determination, positioning, and medical message writing will help you turn evidence into perception.
> back to topWe bring vast experience in product positioning and messaging across a wide array of disease states and products at all points in the product lifecycle. We understand the theoretical background to developing successful messaging and have years of experience in successfully translating theory into practice. We conduct our own background research on products to understand their value proposition. Through discussion with your KOLs and our own network of healthcare practitioners, we ensure that the proposition brings true value to today’s healthcare practitioners and patients. Our management team includes physicians and other health care practitioners, giving us a different perspective than other agencies. Our first duty is to ensure integrity of the message and that our communications benefit patients.
Our founding principle is “We all profit when patients benefit.” At Evidence Based Marketing, we will work with you to build messaging that takes even the most complicated evidence and make it meaningful, clear, credible, focused, memorable, and transferable - a message your customers will internalize.
> back to topWho are your customers? Who pays for your product? Who uses your product? Who influences utilization? How is the decision to purchase your product made? How large is the total market? What types of patient best suit your product?
Today’s healthcare environment is complicated. Identifying your customers is not the simple question that it was in the past. Medicine is becoming increasingly specialized, reimbursement progressively more complex, and patients are demanding a greater role in decision-making. As a result, identifying the target audience and market for your messages and programs can be challenging. Today’s environment necessitates segmenting customers and markets to ensure the right customers are targeted appropriately.
At Evidence Based Marketing, we’ve developed a sophisticated process to help you determine an effective customer and market segmentation strategy. Let us work with you to identify your target markets and customers to deploy your messaging and programs economically and successfully.
> back to topWe can aid you in understanding what your customers value and how it affects their purchase decision. We can help you determine how they currently perceive you, your product, and your competition according to what they value. By considering what your customers value and avoiding only viewing your product and situation through the eyes of your company, you can focus on those factors with real influence on your customers’ perception and decision-making process - greatly increasing your chances for success.
> back to topHow do you want your customers to perceive your product? When they think about your offering, what concept should come to their mind? This concept should be based on the attributes your customers value most, and should be supportable/ownable by your product offering, transferable by messaging, and financially sustainable.
Let us apply our advanced process to help you determine your product’s focused positioning and align your forces behind it, giving you the greatest opportunity for making your product a success.
> back to topWe can help you take your focused positioning and turn it into meaningful communications that resonate with your customers. By effectively employing techniques such as analogy and metaphor, we will help you tell your story. Even complex communications will be simplified and made impactful. We offer experience in ensuring long-term sustainability of your positioning by helping you deliver it in a focused, persuasive, and credible manner.
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