Product Positioning and Messaging
Product positioning is how a company communicates the value of its technology taking into consideration their customer target and market segmentation, competitive alternatives, and communication channels. The development of product positioning starts with the product positioning statement – a statement which defines the target market for your technology and how you want your technology to be viewed in the minds of your customers.
While a product positioning statement is designed for internal use, it is important to utilize this statement to align content and messaging for your technology and to insure you consistently communicate your product brand and its value proposition. Positioning is designed to effectively communicate the role and value of your technology. It also aids in differentiating your technology from older technologies or other approaches currently being utilized to address the problem your technology is designed to solve. A key step in developing product positioning is the to complete a SWOT analysis which identifies the strengths and weaknesses of your technology along with the opportunities and threats with the markets you are targeting. Completing this step is essential in order to derive the best positioning for the technology. Once your have defined your product positioning you will be able to more effectively create your brand strategy and product messaging.
The Atticus Group has considerable experience defining product positioning for newer medical technologies and molecular diagnostics. We have a process driven approach which enables us to more effectively engage our clients through the product positioning process and to create a clear positioning statement and effective messaging.
Contact us to learn more about our capabilities.
What stage of product development are you at?
The mission of The Atticus Group is to partner with medical technology and molecular diagnostic companies to assist in the development of comprehensive strategic plans and tactical marketing solutions which drive revenue growth. Our specialty is working with companies who have novel medical technologies or diagnostic tests that are targeted towards the U.S. and select global markets. Our broad experience providing strategic insight and creative marketing solutions for innovative medical technology companies allows The Atticus Group to tailor our efforts to meet our customers needs.
Which of the below represents where you are at in the product life cycle? Click on the appropriate box to learn more about how The Atticus Group can help support your needs.
Is your product in the development stage?
Just getting started with an innovative new technology?
Whether you’ve got an initial prototype or are still in the design phase, The Atticus Group can help with sound advice for developing an initial business plan, defining the market for your device and helping you to address questions that may aid in your quest for future funding.
Are you preparing for product launch?
Ready to lay the groundwork for a successful product launch?
You’ve designed an innovative medical technology, confirmed its efficacy in clinical trials and are about to clear your last regulatory hurdles. You’re about to send your product out into the world – The Atticus Group can help you with pricing strategies, financial projections, development of economic messaging and more. Wherever you are in the process of commercializing your product, The Atticus Group can offer professional assistance with business development and creative marketing solutions that will help you make the most of your product’s strengths in today’s complex and crowded healthcare marketplace.
Is your product commercialized?
Need help gaining market adoption of your technology?
You’ve cleared all of the regulatory hurdles and have commercialized your technology – now you want to grow your business. The Atticus Group can help with tactical marketing solutions which can assist you in gaining a foothold in your targeted market segments and to drive product acceptance. Wherever you are in the process of commercializing your product, The Atticus Group can offer professional assistance that will help you make the most of your product’s strengths in today’s complex and crowded healthcare marketplace.