Once you, and/or your agency, have developed a positioning strategy for your new medical or technology product, how do you evaluate its strength? Does it really set your product apart? Will it work beyond the initial launch, once your competitors have a chance to respond? Is it the best position for you? While you can never be certain of a position's strength, there are two steps you can take to increase your confidence.

Do you know what content will captivate your target customers? Are your sales people armed with messages that resonate? Is your website attracting attention and speaking to your customers? Do your new products delight customers?  To achieve your brand’s marketing and commercial goals, you need to align with the needs and goals of your users.  Having robust market segmentation and buyer personae profiles are a means to help your team understand your users and customers better and communicate with them more effectively.