Positioning a healthcare brand effectively in a global market is more challenging than ever. Brands need to strike a delicate balance between credibility and aspiration. Credibility ensures that brands deliver on their promises and gain acceptance, while aspirational positioning motivates and inspires.
At Beyond Blue, we get it.
We understand the intricacies of positioning development and offer end-to-end support to ensure your brand stands out and strikes this complex balance. Our strategies are designed to be future-proof, ready for global markets, and account for varying market access environments.
Our Non-Negotiables for Excellence
When it comes to positioning, it has to be meaningful and deliverable. It’s not just about picking the best words; it’s about making sure those words tell a compelling story that resonates with the market and ties directly to what your brand stands for. Ever felt like positioning statements become a game of “which words win” instead of “what the words actually say”? We get it, and that’s why we make sure your message cuts through the noise.
Getting everyone on the same page is a big deal. That’s why internal buy-in is key. Through workshops, we dive into different directions your brand can take, both from your team’s perspective and your customers’. When everyone is aligned, you have a strong positioning backed by your team’s confidence.
Futureproofing is another must. Positioning has to be flexible enough to adapt to global markets and different regulatory environments, while still standing out in a crowded field. We’ve done this for brands launching therapies worldwide, crafting strategies that are simple, sharp, and ready to tackle any market.
Finally, it’s all about staying ahead. Positioning that evolves with market trends and customer needs keeps your brand relevant. We’ve helped brands grow in competitive landscapes by keeping an eye on what’s next and refining their message(s), so it doesn’t just keep up, it leads.
Let Us Guide You with Confidence
When you partner with Beyond Blue, you get end-to-end support from our subject matter experts and in-house strategy team, who have extensive experience developing and pressure-testing positionings across a range of markets.
How we do it:
We network internally to understand what your brand could and should stand for. We work with medical, Competitor Intelligence (CI), and commercial teams to understand the potential direction the brand could take and where the evidence lies to support it.
We ensure buy-in to the development journey, positioning development as a process. Everyone needs to feel involved along the way, feel heard, and ensure every idea has time to be considered, progressed, or eliminated. Our workshop programme ensures divergent thinking and convergent alignment sessions throughout.
We utilise analogues and AI; Analogue review to identify patterns of successful positioning strategies and avoid ‘past mistakes’. We use AI to stimulate different perspectives, such as physician, patient, regulator, and competitor, to critically assess the ingredients in the positioning.
At the heart of the programme is the insight and validation that the market will accept the positioning and adopt the desired mindset. Here, methodological excellence is key…
Our Secret Sauce: Methodological Excellence
We pride ourselves on utilising classical approaches with innovation to achieve a winning positioning quicker and with greater confidence.
What does methodological excellence mean to us?
- Iteration AND depth: Online communities can be great for refining and speeding up the process of elimination. We use these early in the process and then lean on traditional depth interviews at the point where we have some promising positioning statements to explore.
- Predictive crowdsourcing: Intelligent consensus sessions with multiple stakeholders to ensure a cohesive and well-supported positioning strategy.
- Embedding behaviour change: They add a crucial layer to safeguard the future positioning by identifying the behaviour shifts needed to optimise success. This ensures that the positioning is relevant today and will continue to generate impact in the future
- AI for:
- Emotional analysis: Understand the emotional associations generated by each positioning for deeper insights.
- Pressure testing: Simulate interactions and test positioning to ensure resonance with the target audience.
Bringing It All Together
In a competitive market, positioning your brand effectively can make all the difference. But getting positioning right isn’t about ticking boxes; it’s about understanding and meeting unmet needs, driving meaningful change, and staying relevant in the future.
At Beyond Blue, we bring this to life through our innovative workshops, comprehensive support, and tailored strategies. We use the best tools and foster alignment within your team to guide you through the positioning process, making sure your strategies are not only effective and practical but also future-proof. Our thorough approach and commitment to excellence set a high standard, showing that brands can achieve meaningful and lasting impact with the right strategies and support.
Grounded in reality, delivered in strategy. That’s how we help you position your brand with confidence and clarity.