You need to slice it up in many different ways to truly set yourself apart from the competition.
1. How does the product or service improve the patient’s life?
2. How can it make the Health Care Provider’s day easier? (workflow, time saved, improved outcomes, etc.)
3. What “white space” does it occupy? (after a complete competitive analysis)
4. What is the current sales process and call point(s)?
5. How will the final product be delivered (and trained)?
6. What, beyond product, can you use in your positioning to insulate from the competition? (Think about your entire business: service, support, patient continuum of care, product mix, education, clinical support, etc.)
Bonus Tip: Bring sales leadership and a few reps with varied experience into the positioning development process. This ensures alignment and you have a team of peers that can help launch your positioning.
A thoughtful and thorough approach to positioning will minimize changes and keep the message consistent.
What did I miss from your perspective? Post your thoughts in the comments.