Creating a compelling and differentiated position for new medical, pharmaceutical or biotech products is vital to initiative success. There are many interrelated elements of product messaging (e.g. branding, features, benefits, reasons to believe, physician and patient statements, imagery, etc.). Finding the right creative expression with an optimal combination of elements is a lot harder than it seems.

Since traditional tools such as qualitative focus groups or physician panel surveys have extremely limited capacity for vetting alternative messages, life sciences marketers are forced to limit their creative exploration and use less-than-reliable judgment and iteration to arrive at a product's positioning.