Brand Positioning in Pharma

Subba Rao Chaganti

Synopsis

Why 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?
Two 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.
Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively.
Hence 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.
Jack 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.
In 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.
Brand 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.
Contents:
1. Brand Positioning
2. Disease Branding
3. Drug Repositioning
4. Blue Ocean Strategy
5. Framing
6. Brand Positioning in the Digital Age

Disponible depuis: 23/12/2022.

D'autres livres qui pourraient vous intéresser

The Outward Mindset - How to...

The Arbinger Institute

Without even being aware of it, many of us operate from an inward mindset, a single-minded focus on our own goals and objectives. This book points out the many ways, some quite subtle and deceptive, that this mindset invites tension and conflict. But incredible things happen when people switch to an outward mindset. They intuitively understand what coworkers, colleagues, family, and friends need to be successful and happy. Their organizations thrive, and astonishingly, by focusing on others they become happier and more successful themselves! This new mindset brings about deep and far-reaching changes. The Outward Mindset presents compelling true stories to illustrate the gaps that individuals and organizations typically experience between their actual inward mindsets and their needed outward mindsets. And it provides simple yet profound guidance and tools to help bridge this mindset gap. This new edition includes a new preface, updated case studies, and new material covering Arbinger's latest research on mindsets. In the long run, changing negative behavior without changing one's mindset doesn't last—the old behaviors always reassert themselves. But changing the mindset that causes the behavior changes everything.

Voir livre

Nickerson's No-Risk Way to Real...

William Nickerson

"Nickerson's No-Risk Way to Real Estate Fortunes" by William Nickerson stands as a seminal work in the field of real estate investment, guiding readers through the intricate journey of building wealth with minimal risk. Published initially in the mid-20th century, Nickerson's book has endured as a beacon for aspiring investors, outlining a meticulous strategy that revolves around purchasing undervalued properties, enhancing their value through smart renovations, and leveraging the increased equity to finance further investments. This cyclical process, advocated by Nickerson, emphasizes the importance of research, patience, and strategic financing, aiming to create a snowball effect of wealth accumulation without the perilous stakes typically associated with real estate investment. Nickerson's insights into the real estate market, combined with his pragmatic approach to investment, have made his book an indispensable resource for generations of investors seeking to navigate the complex terrain of property investment with confidence and acumen.

Voir livre

AI First Human Always -...

Sandy Carter

Written by seasoned tech executive Sandy Carter, AI First, Human Always is your guidebook to the seven hottest trends in AI. This book will recalibrate your approach to the exponential curve of emerging AI solutions for business. It will help you transform today's unstoppable currents of change into tailwinds that propel your organization to great heights. From the tokenization of everything, to multi-model learning models, to the importance of technical convergence and the implementation of digital twins across almost every industry imaginable, this book provides an essential core knowledge base as well as examples and case studies to help you transform your approach to leadership to meet the demands of the modern business era. 
 
 
 
Throughout the book, Carter drives home the essential coexistence of technology, emotion, intelligence, creativity, intuition, and ethics to enhance, rather than replace, the human experience. Some of the topics that Carter explores include how to foster an AI-driven culture with experimentation; strategies for applying first principles before starting an AI project; and ways to balance human and AI collaboration. 
 
 
 
AI First, Human Always is a timely, essential listen for all business leaders and professionals aiming to prepare for AI's broader implications on society and the economy.

Voir livre

CTO Excellence in 100 Days

Etienne de Bruin

As chief innovator and problem solver, the CTO’s value far exceeds technology skills. The CTO must lead as a highly visible, first-class citizen of the C-suite. Still, many technology experts operate in a reactive, support-oriented style, struggling to command respect or assert influence—let alone executive presence. Whether setting the tone as a new hire or looking to redirect or revitalize an established role, one hundred days are all you need to secure long-term success. In CTO Excellence in 100 Days: Becoming the Leader Your Company Deserves, Etienne de Bruin offers actionable guidelines on how to lead both your company’s technology strategy and the people behind it.The work begins with assessing whether you’re in the right place. Next, Etienne’s methodical approach helps you build trust and visibility through effective communications and a strategic quick win, introduce your company’s technology vision, and navigate challenges—from engaging stakeholders to managing conflict—all within that vital one-hundred-day period.

Voir livre

Effective Daily Self Discipline...

Ray Black

Do you feel like you are good at making to-do lists, but then it is very hard for you to stick to them? Do you think you often give up something, as soon as there is an obstacle or discomfort? Does the majority of people consider you reliable or not? If you want to learn more about self-discipline, then you need to keep reading... 
The American Psychological Association conducted a survey about stress where 27% of the participants showed that they were not able to reach their personal or professional goals because of a lack of willpower. 
Here’s a preview of what you’ll discover:Simple psychological techniques for INCREASING your willpower and forget how it feels to be lazy all the time (even if you’ve always been a couch-potato)!Different methods to defeat procrastination once for all and other negative habits that are killing your productivity.How your mindset influences your actions and how to transform it to be strong and unstoppable.Why you are making a mistake if you always listen to your feelings and what to do instead.Little-known tips to reprogram your mind so that you can keep a promise and reach your ultimate goals.The EASY and FREE strategy you need to know if you want to be consistent in whatever you do in life.How a morning and evening routine can improve your focus and can produce long-term positive results.Techniques to change your habits and build UNBREAKABLE self-discipline and transform plans and dreams into successful actions (even if you have never been reliable before). 
And much, much more… 
If you’re ready to achieve self-mastery and acquire the skills of the world’s most excellent individuals, then you should start this book today!

Voir livre

Selling Your Business with...

III David W. McCombie

A comprehensive handbook for middle-market business sellers 
 
 
 
In Selling Your Business with Confidence: A Practical Playbook for Mid-Market Owners, veteran M&A advisor David McCombie delivers an insider's guide to navigating the mergers and acquisitions (M&A) sales process. In plain English, this book covers every essential topic for owners considering the sale of their business. Listeners will fully understand the process, the range of options available, and their implications. 
 
 
 
In the book, you'll learn to navigate every step of the exciting—yet stressful—business sale journey, such as: the overall timeline, mechanics, and typical strategies of a deal; understanding different types of buyers and what they prioritize; tactics you can implement immediately to make your company more valuable; and strategies for emotionally and psychologically preparing yourself for the transaction. 
 
 
 
An essential roadmap to the complicated world of mid-market M&A transactions, Selling Your Business with Confidence is a must-have resource for business owners and the ecosystem of professionals who serve them.

Voir livre