Positioning for Growth:
Creating a Positioning with Room to Grow
Medscape is an online medical resource for physicians with a robust digital marketing offering for pharma customers. Despite being the undisputed market leader, their value proposition was sometimes complex to articulate.. They wanted to improve and streamline their brand messaging in order to clearly define the benefits to their customer and reinforce their leadership position.
We started with a foundational audit of current capabilities and competition, then had a positioning workshop with the core team. In a series of live customer interviews, we tested our hypotheses, capturing key insights on video. Based on the research, we aligned on the B2B positioning and developed a brand vision book to capture it and an inspirational video to share at with the sales team. Ultimately, we rolled out a new set of sales tools – product one-sheets, trade ads, and a capabilities deck – to support the team in communicating the new message.
The exercise of unifying the company’s message across all communication platforms and developing new useful tools was extremely successful in building confidence among the sales team, and it had ripple effects across the Web MD organization as other brands were inspired to similar undertakings. Since the project, Medscape has enjoyed record-setting sales results and continued success.