RX POSITIONING IS DIFFERENT (NO, REALLY)

Seems like every time you start work in a new industry you hear that same old refrain: "Our business is different." Of course, literally, industries are by definition "different." But normally when you hear this kind of thing, what's being said between the lines is something like this: "This isn't fast-moving consumer goods. So don't think you can come in here and start doing all that consumer stuff. Our marketing is tougher." Over the years we've heard this a lot - especially from pharmaceutical marketers. And, while we acknowledge some of the tight FDA restrictions that Rx brand marketers face, we've come to conclude that the most of what restricts Rx marketers in their positioning efforts is, well, self-imposed.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a hand-held version to allow for your preferred method of viewing. 

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for October 27, 2014 can be found here:
http://www.bdn-intl.com/RxPosIsDifferent.php

 

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=534

 

It is also available in PDF here:
http://www.bdn-intl.com/uploads/RxPosIsDifferent.pdf