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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