{"product_id":"brand-positioning-in-pharma-9789395039512","title":"Brand Positioning in Pharma","description":"\u003cp\u003eWhy a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing?\u003c\/p\u003e\u003cp\u003eTwo reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented-two of the most important aspects of marketing.\u003c\/p\u003e\u003cp\u003eSecondly, while most marketers know what Positioning is, many are unclear on how to do it effectively.\u003c\/p\u003e\u003cp\u003eHence this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals.\u003c\/p\u003e\u003cp\u003eJack Trout and Al Ries pioneered the Positioning concept. They described it first in an article, Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the article that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages.\u003c\/p\u003e\u003cp\u003eIn healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous messages from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need a precise, meaningful, and relevant Positioning. Positioning that resonates with the customer.\u003c\/p\u003e\u003cp\u003eBrand Positioning in Pharma shows you how to do that, with fifty-two case studies demonstrating how some innovative marketers creatively positioned their products and won.\u003c\/p\u003e\u003cbr\u003e","brand":"Pharmamed Press","offers":[{"title":"Default Title","offer_id":50554858766610,"sku":"9789395039512","price":29.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_368c384f-4ffe-42e4-b173-88e6018b71ca.jpg?v=1731724418","url":"https:\/\/surprise-castle.myshopify.com\/products\/brand-positioning-in-pharma-9789395039512","provider":"Surprise Castle","version":"1.0","type":"link"}