In a competitive and regulated market environment, such as the healthcare market, consistent brand management is the basis for the long-term and successful establishment and expansion of brands.
The instrument with the strongest leverage for sustainable market success is the development of a positioning strategy and, based on this, a communication strategy. These are the basis for successfully withdraw a company from a crisis, replaceability and price competition and to increase the company’s demand, find niches for specialisations, and thus support the company to become a successful brand.
The overarching positioning and communication strategy is differentiated according to the in-depth analysis as well as the interest, need and bottleneck of the respective stakeholder. In this way, sales-supporting marketing measures can be derived with a focal point on target groups and needs.
Key-topic “Healthcare Industry Chat Room”
The positioning of an innovative drug in the “Healthcare Industry Chat Room” influences in particular the acceptance of political decision-makers who make a decision on its additional benefit in the Federal Joint Committee (G-BA).
From a marketing point of view, this requires a politically adept positioning and communication strategy for the product.