Please review the video interview with Lisa Bacon, Senior Director Marketing and New Product Planning at Enzyvant, the lecture by Mike Myers, and the links below. Please provide a 12-page memo that addresses the items below.
Links:
What is brand positioning?
Brand Positioning: Definition, Importance, Examples and Steps by Hitesh Bhasin, Marketing91 –
Brand Positioning: Definition, Importance, Examples and Strategy Steps
Brand Positioning Statements by Merlin One:
Memo Topics:
In her interview, Lisa discusses the positioning of a product she undertook while working in the rheumatoid arthritis category. As a consultant, whether youre engaged in marketing or not, you will often be faced with brands that are having issues or missing opportunities due to poor positioning. As a result, understanding positioning and how companies, brands, lines of businesses, and even services need and use it will be important to your future success.
Define positioning.
Why is positioning important in business/healthcare?
What must you know before evaluating or developing positioning for a healthcare client?
Assume you have a client that has spent years and millions of dollars preparing to launch a new outpatient treatment center for their hospital. The treatment center provides x-ray services faster than anything else in the Phoenix area. Theyve hired top radiologists, have state of the art facilities, and launched with a huge fanfare.
Post launch, patient referrals from MDs and their hospitals is not what they believe it could be. In fact, they are losing money each month. When you came in as a consultant to analyze the situation, you have found that their positioning was not thought through. In fact, they did not do positioning at all.
What would you recommend that they do with respect to positioning? Why? Justify your answer and explain what you need, specifically, to help them develop appropriate positioning.
(Note this assignment does not require you to build a positioning statement.)
Based on the attributes provided (top radiologists, speed of x-rays, and state of the art facilities), what aspects of this outpatient center do you believe would be differentiating and compelling enough to motivate increased usage by MDs and hospitals?
