Brand Strategy
Current pharmaceutical brand strategy frameworks that focus on promotional positioning and messaging are limited, as they ignore key elements like market access, KOL and diffusion of innovation strategy. They are also inadequate in their usefulness to global, regional and pre-launch functions, as traditional promotion is not applicable in these settings.
Central has developed strategic tools based on New Pharmaceutical Marketing strategy, which take traditional building blocks like differentiation, patient segmentation, market shaping and integrate them with more sophisticated, contemporaneous concepts like diffusion of innovation, market access and KOL strategy.
This New Pharmaceutical Marketing approach is appropriate for products at all stages of their life-cycle (pre-, peri- and post-launch) – even the challenges faced by products in the midst of patent expiry can be explained and addressed through the application of diffusion of innovation theory.
If you have a brand, marketed or pre-launch, in need of Brand strategy work then contact us to discuss your needs
"We chose central's positioning process because their innovative techniques put our product into the market of the future"
Nick S
New Product Planning
GSK US
“If I had asked people what they wanted, they would have said faster horses”
Henry Ford