If you don’t have a clear positioning for your bioscience company, your services or your products, the following people will be very happy to develop one for you, free of charge:

Your customers,

Your prospects,

Your competitors,

The media,

Your mom.

The Big Question: What are the chances that the positioning they attribute to you will be the positioning that will best enable your success – the one you desire?

The Simple Answer: Slim to none.

If you are responsible for marketing life science services or products, you have to define the ideal positioning for your services/offerings, or you’ll be at the mercy of others. This is the most important challenge you have; get this right, and everything else becomes tactical. Get this wrong, and you’ll be fighting an uphill battle forever.

Here is the interesting fact: while developing positioning is hard work, it is actually not that difficult to do a better job than most of your competitors. In our experience, few lifescience companies have done the hard work necessary to define their positioning clearly. If you do, you’ll be ahead of the pack.

It’s your choice. You can do it, or your competitors can. One choice is proactive – one is reactive.

Then again, you could try to rely on your mom.