Optimize Portfolio Performance with Clear Co-positioning Lanes
A strong portfolio of treatments can improve outcomes for a range of patients and improve product performance by showing a commitment to the therapeutic area. The challenge is to continue to develop products for the same indication without cannibalizing existing products. In this situation, distinct co-positioning is essential to the success of both products. The complexity of multiple brands within the same product portfolio and therapeutic area causes a lack of clarity around the distinction between the appropriate patient type, usage situation, and differentiated benefits for each product if proper co-positioning is not developed. The result may be sub-optimal performance for all the products.
In this paper we share:
- When to use a co-positioning strategy
- Developing strong co-positioning within a portfolio
- Preparation for product launch
- Communication and execution of a co-positioning strategy
S.V.P. Commercial Strategy and Execution
Are you managing a portfolio of products?
Herspiegel helps our clients define impactful strategic approaches, streamline launch and commercialization processes, enhance business intelligence, and optimize product performance. Let's talk.
Download Your Whitepaper
"*" indicates required fields