Frank Powers Talks Brand Positioning Strategy

Frank Powers Talks Brand Positioning Strategy
Elevate Cofounder Highlighted in PM360's Expert on Call
PM360, one of the healthcare marketing industry’s premier publications, frequently taps into its distinguished panel of advertising, marketing, and product management experts to discuss one aspect of marketing and promotion in the healthcare space in its Experts on Call feature. Frank X. Powers, Elevate cofounder, is the PM360 resident expert on championing healthcare challenger brands. In a recent issue, Frank had the opportunity to outline some of the unique challenges of finding the right position strategy for marketing branded therapies in a hyper-competitive, high-investment marketplace.
By way of background, the money spent on healthcare ads makes it one of the most competitive sectors in marketing. According to eMarketer, healthcare and pharma ad spending in the US will eclipse $30 billion in 2024, up 5% year over year. When spending that kind of promotional money, ensuring you have positioned your brand properly and powerfully to maximize the investment may be as critical as any other aspect of marketing.
Powers further elucidates on the task: “When we are developing campaigns, positioning is the rock—the foundation of all the marketing strategy and messaging, ultimately driving the creative content. It’s the foundation of pulling through all communication and sales material, making sure they have the power to resonate and change behaviors in favor of a brand.”
To learn more about the importance of positioning in healthcare marketing, read the entire article at PM360.
Elevate cofounders and Managing Partners Frank Powers and Lorna Weir and their team at Elevate have dedicated their expertise to helping biopharmaceutical and medtech challenger brands overcome powerful competitors, market limitations, and obstacles to achieve their full potential.