Using Two Dimensions of Positioning to Create a Competitive Advantage in the Life Sciences

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 easiest things to get wrong.

By |Differentiation, Positioning|

When life science market research becomes a game of Go Fish

Image courtesy of jesadaphorn at 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 [...]

The relationship between your position and your archetype in driving engagement and sales in life science marketing.

In this issue, I reopen the topic of archetypes as an aid to drive engagement, differentiation and sales in life science marketing. If you already have a position, can archetypes help? What if your position is ineffective, can archetypes help? Let’s explore this interesting topic.

By |Archetypes, Positioning, Sales|