How to Find (and Sell) Your Differentiated Value in B2B Healthcare

Positioning is more important than ever.

Photo by Rob Curran on Unsplash

Positioning is not just a marketing exercise.

Positioning is how you stand out to your market, your buyers. You’re showing why your buyers should care about your product and buy from you.

To achieve that goal, you need to align product, marketing, and sales. You need everyone on the same page so you can frame your product so buyers immediately understand why you’re a no-brainer choice for them.

And if you’re selling into healthcare? Good luck.

Just kidding.

This is where budgets are tight and sales cycles drag out longer than a Lord of the Rings movie.

Positioning isn’t just important. It’s becoming the clear favorite to your buyers.

Why Positioning Gets Misunderstood

Ask a founder or marketer what positioning is, and you’ll usually hear:

• “It’s our elevator pitch.”
• “It’s our brand.”
• “It’s our messaging pillars.”

Wrong. Wrong. And wrong

Positioning is not messaging. Messaging is messaging. Copywriting is copywriting…