Insights
This is our book on positioning pharmaceuticals
Written by Mike Rea — .
With 25 years of experience positioning pharmaceuticals, for pharma big and small, from phase I to on-market repositioning, we've compiled everything (almost) that we've learned into our first book – the first book ever to focus on positioning for pharma. The book contains lessons, tips, and the principles that went into the positioning for 8 of the 15 biggest new drug launches in the last three years.
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.
IDEA Pharma
We work with clients early in lifecycle, crafting a compelling product story and building a best-in-class strategy that helps every molecule reach its potential. It’s what we do best. And there’s nobody that does it quite like us IDEA Pharma
