Positioning Consulting

Our positioning consulting service helps pharmaceutical and biotechnology companies develop early-stage target positioning concepts and statements. These expressions serve as foundations for brand building and guide name development. Our consulting service usually begins with face-to-face audience focus groups to capture perceptions and validate potentials for products and brands. We then utilize development workshops with your team, to leverage SWOT findings and align positioning concept with marketing strategy.

Relatively few pharmaceutical product launches deal with New Molecular Entities (NMEs) or new drug classes. The majority of newly developed products offer incremental improvements, primarily in product features or patient benefits. In these situations, traditional marketing consulting methods will often fail to deliver a perceivable and sustainable competitive edge. There is a need for original thinking and mappings, as well as ingenuity in workshop and process leadership: all part of the ixxéo expertise.