Harnessing the second axis of positioning

Positioning is one of the foundations of effective marketing. Unfortunately, positioning is also one of the most confusing terms in marketing. (Except maybe “branding,” but that’s a topic for another issue.) And, as it turns out, when it comes to creating an effective marketing strategy for your life science organization, positioning is one of the [...]

By |Archetypes, Branding|

Can you have multiple archetypes in sales and marketing in life science, drug development and biotech corporations? Can you use one archetype for each division?

Two questions invariably come up when talking with life science marketers about archetypes. The first is: what are archetypes? I’ve answered that question in many places—here’s a good introduction: Gaining differentiation (and pricing power) through the use of archetypes in life science marketing. The second question is: can I have multiple archetypes, one for each [...]

When life science market research becomes a game of Go Fish

Image courtesy of jesadaphorn at FreeDigitalPhotos.net Did you play Go Fish growing up? It’s a great card game for kids because the rules are simple. The goal is to collect pairs of cards to lay down on the table. If you need an “8,” you ask for it, and the next player has [...]