How to Avoid Weak Healthcare Product Launches:
Get the Positioning Strategy Right!

"I'm so frustrated," confided Doug, a seasoned med device product manager. "Our last few launches didn't meet expectations. But I'm not sure why. On this next high-stakes launch, I can't afford to fail!"

Under relentless pressure to get to market fast while juggling multiple work streams, what product managers often lack is an effective positioning strategy.

Imagine you're releasing a new ultrasound device with breakthrough technology. Should you position the launch around improved acoustics and clearer images? Or better diagnosis and prognosis? Or improved reputation, referrals and revenue?

A good positioning strategy gives you the right answer and conveys exactly where you want your product to live in the hearts and minds of your customers for the best launch results. But just as important —it's the foundation for creating visuals and messaging that strongly resonate with your customers.

Getting it right requires four things:

  1. Uncovering the right emotional hook and benefits to focus on through agile customer research.
  2. Translating the positioning strategy into a strategic framework, like our Communications Touchstone, to guide launch plan decisions and creative development.
  3. Designing and validating creative concepts that use evocative images and powerful language to hook customer interest and bring the positioning strategy to life.
  4. Creating practical tools for marcom to assure on-strategy messaging and creative execution aligned with the strategic framework.

Don't miss the mark on high-stakes product launches. Get the positioning strategy right the first time and give your team the tools they need for a winning launch.

Contact us to schedule a complimentary 30-minute consultation on your positioning strategy for upcoming product launches in the healthcare space.

Read more on how to measurably improve your products and marketing:

Think-Feel-Do: The Single, Most Powerful Way to Assure Campaign Success The Emotional Hook: How to Win Your Customers' Hearts Your Next Product Launch: How To Knock It Out Of The Park!

Powerful Results: Click here for real case studies that show you the results you can get.

Moshe Engelberg, Ph.D., M.P.H.
ResearchWorks, Inc.

Your Marketing Minute© is an electronic newsletter based on the consulting, teaching, and speaking of Dr. Moshe Engelberg. Please contact us with feedback, questions, or for further information at

ResearchWorks, Inc. is a company dedicated to helping companies in the business of health get measurably better marketing results. Guaranteed. Reach us on the web at or by email at

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