POSITIONING AND DIFFERENTIATION STRATEGY
The section above briefly touches on positioning and differentiation in the context of segments and sub-markets - elements concerned with the customer. This strategy, on the other hand, assumes that the organisation’s marketing strategy indeed takes into account the customer’s perception of the offering but relative to those of the competition.
TARGET MARKETING STRATEGY
Every pharmaceutical marketing strategy will involve an element of targeting. Targeting enables organisations to narrow their focus and aim marketing campaigns and messages at a specific segment of the market, thus becoming more relevant to the audience and increasing the chances of conversion into a customer or client. Essentially focusing on customers that an organisation can serve best.