Product positioning is how a company communicates the value of its technology taking into consideration their customer target and market segmentation, competitive alternatives, and communication channels. The development of product positioning starts with the product positioning statement – a statement which defines the target market for your technology and how you want your technology to be viewed in the minds of your customers.

While a product positioning statement is designed for internal use, it is important to utilize this statement to align content and messaging for your technology and to insure you consistently communicate your product brand and its value proposition.  Positioning is designed to effectively communicate the role and value of  your technology. It also aids in differentiating your technology from older technologies or other approaches currently being utilized to address the problem your technology is designed to solve. A key step in developing product positioning is the to complete a SWOT analysis which identifies the strengths and weaknesses of your technology along with the opportunities and threats with the markets you are targeting. Completing this step is essential in order to derive the best positioning for the technology.  Once your have defined your product positioning you will be able to more effectively create your brand strategy and product messaging.

The Atticus Group has considerable experience defining product positioning for newer medical technologies and molecular diagnostics. We have a process driven approach which enables us to more effectively engage our clients through the product positioning process and to create a clear positioning statement and effective messaging.

Product positioning is how a company communicates the value of its technology taking into consideration their customer target and market segmentation, competitive alternatives, and communication channels. The development of product positioning starts with the product positioning statement – a statement which defines the target market for your technology and how you want your technology to be viewed in the minds of your customers.

While a product positioning statement is designed for internal use, it is important to utilize this statement to align content and messaging for your technology and to insure you consistently communicate your product brand and its value proposition.  Positioning is designed to effectively communicate the role and value of  your technology. It also aids in differentiating your technology from older technologies or other approaches currently being utilized to address the problem your technology is designed to solve. A key step in developing product positioning is the to complete a SWOT analysis which identifies the strengths and weaknesses of your technology along with the opportunities and threats with the markets you are targeting. Completing this step is essential in order to derive the best positioning for the technology.  Once your have defined your product positioning you will be able to more effectively create your brand strategy and product messaging.

The Atticus Group has considerable experience defining product positioning for newer medical technologies and molecular diagnostics. We have a process driven approach which enables us to more effectively engage our clients through the product positioning process and to create a clear positioning statement and effective messaging.