Positioning and Messaging: 2 Keys to Unlocking Branding Success in Scientific Markets

By Jordan Eller

Positioning and Messaging: 2 Keys to Unlocking Branding Success in Scientific Markets

Positioning and messaging is a critical aspect of marketing for life science organizations. It involves defining your brand’s unique space in your audience’s consciousness, setting it apart from competitors.

Crafting an effective positioning statement can be challenging, even for experienced marketers. In this article, we’ll provide guidance and a template to help life science brands establish their positioning.

The Positioning Statement Template

An effective positioning statement template consists of four key components: Target Audience, Market Context, Unique Benefits, and Reasons to Believe. Let’s break down each element:

  1. Target Audience: Narrow your focus to the most important audience segment. This description should be clear and specific, aiding in targeted communications and outreach.
  2. Market Context: Define the target market segment in which your brand competes. Specificity here helps in making strategic marketing decisions.
  3. Unique Benefits: Identify one or more benefits that your brand uniquely provides. These benefits should be compelling and motivating for your target audience.
  4. Reasons to Believe: Provide compelling proof that your brand can deliver the promised benefits. These proofs should be verifiable before purchase, instilling trust in your audience.

Examples and Considerations

Let’s consider a hypothetical example of a clinical trial staffing company, MoniTrends:

  • Target Audience: Staffing decision-makers at drug development companies with a pipeline of multiple compounds ready for clinical trials in the next two years.
  • Market Context: MoniTrends is the only clinical monitor staffing solution for phase I, II, or III trials.
  • Unique Benefits: Provides clinical monitors with a guaranteed minimum of three years experience, along with discounts for signing contracts for multiple compounds.
  • Reasons to Believe: MoniTrends has two decades of experience in the industry and a roster of satisfied clients.

Key Points to Remember

Below are some key things to remember when defining your position in a crowded market:

  • Uniqueness is Crucial: Your positioning must be unique to differentiate your brand effectively.
  • Focus on Core Audience: Target a specific audience segment rather than trying to appeal to everyone.
  • Unique Benefits Drive Appeal: Identify and highlight benefits that are truly unique and compelling.
  • Reasons to Believe Build Trust: Provide verifiable proofs that support your brand’s unique benefits.

Common Mistakes to Avoid

Like many elements of the marketing ecosystem, there are plenty of pitfalls to avoid during the positioning process.

  • Generic Language: Avoid using generic language that doesn’t differentiate your brand.
  • Lack of Specificity: Be specific in defining your target audience and unique benefits.
  • Weak Reasons to Believe: Ensure that your reasons to believe are strong and verifiable.

If you suspect your content library is putting your readers to sleep, check out our blog, “3 Reasons Why Your Science Marketing Content is Boring (and How to Fix It)” for some strategies on creating a compelling content strategy.


Crafting an effective positioning statement is essential for marketing success in the life science industry. It serves as a roadmap for making strategic marketing decisions and differentiating your brand from competitors. By following the provided template and considering key points, life science organizations can establish a compelling and unique positioning that resonates with their target audience.

Remember, clear positioning is crucial for creating the right image in your audience’s mind and driving success in the competitive life science market.