Positioning and Messaging

7th February, 2017 - 13:30 UK time

Speaker:

Andreas Erkens, PhD Dr.Erkens Consulting

Convenor:

Alexander Rummel, Aurum Research and LDC member

Webinar Outline:

This webinar will inform participants on the fundamental differences between positioning and messaging, thus the consequences for designing market research.  It will deliver insights in the process of brand building in pharma with an example of good practice for positioning and message research. It will also show how market researchers can support this with their market knowledge, involving the customers, finally supporting need orientated brand development.

Rationale for webinar

In daily marketing practice, the terms positioning and messaging are often used synonymously, but this can be the source of many misunderstandings. It can lead to wrong conclusions and poor customer responses. If one tests messages without a clear positioning (as a foundation), it is analytically impossible to distinguish between the right positioning of the product and the appropriate wording of messages for the target audience.

- Product positioning is the act of identifying and communicating what a medical product can offer, to whom and why it should be adopted, and what differentiated benefits will accrue to prescribers and patients so that the brand will occupy a distinct and sustainable competitive position in the mind of the target customer. The overall objective is to ensure that new brands differentiate from competitive products to meet the marketing goals.

- Messaging is the means for communicating the product benefits and claims to the customer. The main goal of messaging is to convey key brand attributes which address customer needs within an optimal story flow that resonates with the target audience to motivate behavioural change.

Market research is required to test both the core elements of product positioning and what will effectively communicate the product offering.  New approaches in pharma brand building derived from consumer research suggest that there is a need for a more customer-centric brand development process in an increasingly challenging pharma market environment. These include both tangible and intangible benefits, which need to be tested by market research for implementing and monitoring a successful brand strategy.

This webinar is for anyone interested in the topic.

It is a free to members event.  You can attend if you are from an EphMRA member company or an invited guest.

The webinar audio will be broadcast on the web and therefore there are no dial in numbers. You will need to have access to a computer/device with speakers, in order to hear the webinar and you will need to use the login details provided in advance of the webinar to view the slides.

The slides in pdf format and the audio recording of the webinar will be available on the EphMRA website and EphMRA will send out a notification when these are available to access.
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