When we’re conducting positioning work with Clients, we often hear a blanket statement that a pharmaceutical/ biotechnology brand cannot be successfully positioned based on its mechanism of action (MOA). It’s likely that repeated comments from physicians to the effect of, “I don’t care how your drug works. I only care that it works.”, have made this way of thinking near gospel among Industry executives. While it is true that not every brand can be positioned based on MOA, it is inaccurate to say that no brand can.
When examining marketing evidence, we have found that a brand can successfully position based on MOA if(and only if) the mechanism allows the brand to deliver a unique and clinically relevant benefit.Read On