 |
|||
|
GfK Healthcare | September 2010 | |
|
|||
Different  For us as pharmaceutical marketers and marketing researchers, the concept of “different” has meaning on a number of levels. We are in a different environment, studying a different set of stakeholders playing under a new set of rules. Additionally, a major part of our job description is typically to make our product appear “different” enough from competitive offerings that it should enjoy customer use. This month’s published document for The Orange Pages discusses Different, a book by Youngme Moon, professor of marketing at Harvard Business School, that will challenge you to view this concept in an entirely new way. Quite simply, albeit quite shockingly, Ms. Moon notes that the system is set up so that the more marketers attempt to differentiate their products by following the hallowed rules of marketing, the more the products are likely to look just like everybody else’s and become, as she describes it, the “competitive herd.” Ms. Moon’s book makes it clear that the only way to be seen as different is to genuinely be different, which requires less marketing research and product positioning effort, and far more creative thought. To download the complete September 2010 discussion on Different, please click here. NEW! Orange Pages archive now available. Click here to access PDFs of every Orange Pages issue dating back to 2006.  Are You Receiving The Orange Pages? The monthly issue-based discussions that we publish in this newsletter can also be distributed to you in hardcopy format via a complimentary subscription-based resource we publish for our clients called The Orange Pages. The Orange Pages is intended to serve as a living, breathing resource of “Information, Education and Issues Exploration for Today’s Health Care Marketing Researcher” that we hope will be read with interest and kept within reach for ongoing reference. The format is a three-ring binder designed to hold packets of content that we will develop and distribute on a variety of topics. Content packets will come to you in an easy-to-identify (and appropriately colored) orange envelope and be delivered on a monthly basis. The materials will be three-hole punched for convenient one-click assembly into your binder.  If you would like to receive a complimentary copy of The Orange Pages binder, and get on our distribution list for monthly addendums, please fill out the form below. Want to learn more on this topic? Please contact:  |