Developing a Single Core Value Proposition (part 2): Key Value Message Optimization
In our previous article, we discussed the importance of a single value proposition for a product that maps across all internal Pharma teams, all markets, and all stakeholders. This is critical for every product at launch to ensure strong, consistent value-based communications and therefore optimize market access.
Two key reasons for establishing a single core value proposition are:
- To save time and budget by reducing redundancy and inefficiency caused by different product teams duplicating work (sometimes in parallel),
- To strengthen communication of product value by working across all relevant teams to establish agreed product value communications, leading to stronger, aligned communication of value (and avoiding a weakened perception of product value when different teams say different or even contradictory statements)
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