A New Paradigm for Developing Bio/Pharmaceutical Positioning Strategy

As the bio/pharmaceutical industry braces for a slowdown characteristic of a maturing industry, viable strategic options for growth and expansion are few and far between. Inevitable structural changes in how new compounds are discovered have set in motion adjustments characteristic of an evolution that encourages efficiency and innovation at the expense of size and bureaucracy. Considerable opportunity, however, continues to exist in mining the full potential of compounds in the pipeline through better commercialisation. This paper presents a new paradigm for developing bio/pharmaceutical positioning strategy that can significantly alter existing commercial processes, readying them to realise the full potential inherent in effective bio/pharmaceutical products. Devising – and continually evolving – positioning strategies based on this scientific, market-driven paradigm will make for a commercialisation process that effectively defines and communicates product value at every stage of the life cycle. Utilising state-of-the-art techniques and tools from disciplines such as strategic marketing research, marketing science and decision support sciences enables the process of translating such a paradigm into effective strategy.