We are launching the long awaited IDEA Pharma book on pharmaceutical positioning. You can buy your copy on amazon.co.uk
This is a book on positioning pharmaceuticals, it's not a ‘how to’ guide, that would have become a textbook – a long one.
And, even if I had written that book, I am pretty sure that no-one would have read it. And then, it would have to be open-ended – how do you include the imagination that you need to bring to every new drug, the experience to have been there when, or to see the cases where great positioning was badly executed, or…?
Positioning largely doesn’t follow rules, and certainly is not a linear, deductive process. So, this book is more of a ‘what to think about when you think about positioning…’
Organised into sections on the why, what, when, where, how, who - to inform you, on how to position like the industry leaders.
With key questions and rules of thumb to apply to your own approaches to positioning.
Big ideas, made simple, supported with images that bring our thinking to life.
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Further reading
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Announcement
Enabling A Culture Of Innovation
At this time of global crisis caused by the Covid19 pandemic, what can our industry learn about innovation from previous global crises – such as the first and second World Wars?
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Industry
A time for new questions
There has been a striking thing about our engagements in the past couple of months.
