Brand Positioning

Brands. They drive our business in the pharmaceutical world.

Through brands, we create value. Value for patients, value for payers, value for healthcare professionals & carers, and value for shareholders.

Brands, as we know from all the great experts on branding, are a set of associated values which we create in the minds of our customers, based on both functional and psychological attributes. Try it for yourself. When you think of consumer brands like Nike, Versace, BMW, Mercedes, what comes into your mind?

You see what I mean?

The process of creating a successful brand is one of the most important jobs a marketer has. Never has this been more important than now in the pharmaceutical business. With the challenges of generic & therapeutic substitution, biosimilars, payer market access controls, and closely clustered launches for new classes of medicines, effective branding means having a very clear set of values in the minds of your customers, clearly differentiated from your competitors.

GalbraithWight Brand Positioning consulting services, tools & processes help Clients build brands which create real customer value through in-depth qualitative research, analysis & brand development.

Brand Positioning services include:

Market Audit
We will evaluate all the brands in a particular market you are focussed on and undertake research to determine the relative perceived brand values and relative brand attractiveness to assess the competitive environment. Competitive brands will be ranked based on their perceived attractiveness to target customers, such as prescribers, payers, or patients

Brand Audit
We will determine the specific values associated with your brand, for marketed brands, to determine an accurate understanding of how it is perceived by your customers, relative to their perceived needs.

Brand Positioning
For new launch brands, or for a marketed brand you want to reposition, we will help you develop the optimal brand position. This is based on gaining unique customer insight into those factors which drive their behaviour, to develop a set of functional, emotional & psychological characteristics which make your brand more attractive than your competitors