Happy Holidays from the OptiBrand Rx Team! In the spirit of giving...

Happy Holidays from the OptiBrand Rx Team!  In the spirit of giving...

2017 has been the most successful year in our history and so in the spirit of the season, we are giving back. 

To that end, we have made donations on behalf of our clients and their teams to the Michael J. Fox Foundation for Parkinson's Research which is dedicated to finding a cure for Parkinson's disease and to the Noreen Fraser Fund whose mission is to raise funds for breakthrough research that advances precision medicine for the prevention and treatment of women's cancers.

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5 Steps to Successfully Quantitatively Test Brand Positioning

5 Steps to Successfully Quantitatively Test Brand Positioning

In the case of brand positioning, quantitative research is often overlooked and deprioritized in favor of qualitative research.  Many teams get caught up in how to best articulate their personal favorite and forego the imperative step of ensuring they choose the right strategy for their brand, given the considerations of its market, customers, and competition.  The value of a well-designed quantitative study is that it eliminates doubt, avoids assumptions, and paints a clear, reliable path for the brand.  Many shy away because their only experience lies with poorly designed research that was not created specifically for brand positioning.

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Positioning: The Gestalt of Your Brand

Positioning: The Gestalt of Your Brand

While there are many principles surrounding Gestalt theory, the most critical piece for us to explore is how people, or more importantly—their brains, will interpret the whole of the brand and what we as marketers do to shape that. If we think back to the light running around the marquee, every message and visual communicated by the brand represents one flicker of the light, while the positioning represents the ‘running’ pattern, or the sum of those perceptions. If one light on the marquee is burned out, everyone notices. The same is true if brand communications are not aligned to the overall positioning, it will cause people to pause—not in a good way—and form an incorrect perception of the brand.

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5 Keys to Successful Positioning for Prescription Brands

5 Keys to Successful Positioning for Prescription Brands

We’ve learned through the experience of over 400 Rx brand positioning initiatives that there are five keys to effectively optimizing strategic positioning for pharma brands.  In our experience brand teams who adhere to these keys see an average boost of 20% or more in prescriptions. Conversely, brand teams who don’t are often faced with disappointing performance or a steep climb to reclaim competitive position.

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