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Produktnutzen, Positionierung und Einzigartigkeit

In: Erfolgreich als Medical Advisor und Medical Science Liaison Manager

Author

Listed:
  • Günter Umbach

    (Healthcare Business Expert)

Abstract

Zusammenfassung Hat Ihr Unternehmen Daten, welche die Überlegenheit oder die Vorteile Ihres Produktes oder Ihrer Dienstleistungen zum Vorschein bringen und klar sichtbar machen? Manchmal ist auch von den 7 „A“s die Rede: Auffallend und angenehm anders als alle Anderen ankommen. Die Kunst besteht primär nicht darin, die Mitbewerber auf deren eigenenen Feldern zu überrunden, sondern vielmehr das Feld so zu wählen, dass man wenige oder keine Mitbewerber hat. Um als Wettbewerbsvorteil zu funktionieren, muss das Leistungsversprechen leicht verständlich, belegbar und für den Kunden relevant sein.

Suggested Citation

  • Günter Umbach, 2025. "Produktnutzen, Positionierung und Einzigartigkeit," Springer Books, in: Erfolgreich als Medical Advisor und Medical Science Liaison Manager, edition 3, chapter 11, pages 89-92, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46224-6_11
    DOI: 10.1007/978-3-658-46224-6_11
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