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
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