While the objective of any brand manager is market share, the critical path increasingly depends on achieving more share of mind. Before messaging to niche segments of physicians and patients, comes brand positioning: what is it about our product that resonates? Is it only about the product or are there broader issues at play influencing product choice?
In a marketplace getting more complex and crowded, IMS Health believes that brand positioning must be as precise and sophisticated as patient and physician segmentation, and be aligned with it. There are three tiers to effective positioning:
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In helping clients prepare for brand positioning, IMS maps three insight areas:
Market Context for Brand Differentiation
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Size and weight of market segments
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Market maturity and market crowding
Understanding of Prescribing Drivers
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Ranked perceived need
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Key drivers in each patient segment
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Brand perceptions
SWOT Brand Analysis and Unmet Need
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Assessment of product strengths and weaknesses in various regimens
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Exploration of competitive strength in each usage situation
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Evaluation of opportunities for expansion
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Identification of key challenges for product success
This mapping allows brand teams to explore more carefully market, product and future scenarios:
Market Issues
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How developed is your market in terms of the physician’s evolved choice process?
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What influences doctor prescribing behavior in your particular market?
Product Issues
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How can we apply this knowledge to increase product uptake?
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What would differentiate our product from other treatment options?
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Who are our key competitors by patient segment?
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How are competitor brands perceived?
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Have we covered all patient segments and physician needs?
Future Scenarios: Protecting the Brand
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If perceptions of our drug do not match expectations, what can we do?
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How should we change our strategy over time?
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How can we co-position multiple products to optimize their potential?
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How can we build a franchise in a given therapy area?
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How can we best prepare for the key threats to our product?