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Positioning Statements for Healthcare Brands
Positioning #1:
Hospital: Mayo Clinic
Positioning Statement: For patients seeking world-class healthcare and personalized treatment plans, Mayo Clinic is the premier destination for exceptional medical care and superior patient experience.
Explanation:
Please review the video interview with Lisa Bacon, Senior Director Marketing and New Product Planning at Enzyvant, the lecture by Mike Myers, the links below, and any outside resources. Please provide two positioning statements per the template and topics listed below and provide one paragraph on each in memo format that explains why the positioning you’ve developed is appropriate for the brands analyzed. Font can be any font. I prefer Arial. Please utilize a 12-point font size at a minimum and nothing larger than 14-point font size for memo documents or PowerPoint files. Links: • What is brand positioning? https://www.youtube.com/watch?v=lh79eGkDF4M • Brand Positioning: Definition, Importance, Examples and Steps by Hitesh Bhasin, Marketing91: https://www.marketing91.com/brand-positioning/ • Brand Positioning Statements by Merlin One: https://merlinone.com/brand-positioning-statements-with-6-examples/ Memo Topics: Utilizing the positioning template available please provide two positioning statements. Note: Utilize the positioning template as a guide to inform each area of your positioning statements. • Positioning #1 – pick any hospital, physician group practice, or healthcare insurance agency and develop its positioning utilizing the template. Then explain in a paragraph in memo format why the positioning you’ve developed is appropriate for the brand selected. • Positioning #2 – pick any pharmaceutical product, medical device, or wearable healthcare technology and develop its positioning utilizing the template. Then explain in a paragraph in memo format why the positioning you’ve developed is appropriate for the brand selected.
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