Imagine that your product’s purpose is a compass for telling its story. Without that crucial navigational tool—the reason for your product’s existence—there can be no clear direction. Positioning without purpose gets you nowhere.
No matter how big or small your product, diagnostic, or device may be, positioning it using a purposeful approach makes all the difference in terms of its eventual success (or failure). Every successful product has a purpose, or a why. Something that sets it apart from the competition and makes an indelible impression in the minds of consumers. Once you know what you want a brand to stand for and know the story you want to tell to establish it, everything else follows. This early establishment of purpose becomes the foundation of the brand, influencing the entire development process and the lasting impression you create for customers.
Paint a picture of a brand that is built on purpose, engaging patients who are fighting for an improvement, physicians who need to be convinced to change their treatment patterns, or payers, whose skepticism must be transformed into belief to allow access and reimbursement. Purpose aligns stakeholders. Purpose is powerful.
The early vision of purpose becomes the framework that drives the clinical data package and eventually the product’s approved label, which defines the boundaries for positioning and promotional communications moving forward.
So how do you know your purpose? It may not always be cut and dry, and there may be multiple contributing factors. But when you start to think about your purpose, think about these things and how they begin to align:
What was your product designed to do?
What unmet need is it fulfilling?
What makes it stand out from the crowd?
Who will it benefit, and how?
Ultimately, a clear picture will begin to emerge. That is your why, and that is where your product’s power lies. And with that power comes a world of potential.