Messaging & Positioning
Messaging is the detailed description of what you do to make that statement true, based on your value proposition. Positioning is the concise statement of why you're different.
A positioning statement describes how the product or service you provide fills the need or problem of your target market (key persona) and is created to guide the team in evaluating whether decisions about a business’s direction, product strategy, and marketing campaigns are aligned to the company’s brand and product potential.
The value proposition contains all the elements you need to build your positioning and messaging, which needs to be segment and persona specific.
Positioning is the internal framework your team uses and messaging is the external words and visuals that convey the positioning. This means the messaging is the translation of the benefits of your product and forms the basis for your marketing campaigns and sales materials. It will evolve as you learn more about how your product is being perceived and used in clinical practice, and as new evidence becomes available.
Best Practices
Leverage our deep knowledge and tested strategies.
Great positioning requires a deep knowledge of the customer, the market, and the competition.
You need to know all these things inside and out:
The customer’s wants, (unmet) needs and pain points by persona
Their buying behaviours and how they measure success
What’s happening in your market, including new regulations and trends
Your competitors’ products, pricing, and the way they talk about themselves
Messaging needs to be in a language that resonates with the customer and avoids technical jargon. It needs to be tested with customers and contain the ‘reasons to believe’.
Great product messaging is simple, differentiated, memorable, and inspires action. It brings everything to life that you have been working on in developing your product and provides the key translation to drive commercial success for your innovation.
Get in touch
Get in touch to discuss how Hardian Health can help you nail this part of your go-to market.