Differentiating one product from its competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations between products based on their unique modes of action and benefits.
A matter of belief: how RTBs can make a difference in efficient healthcare branding
Sigrid Schmid and Patricia BlauGIM (Gesellschaft für Innovative Marktforschung), Germany
PROLOGUE: APPROACHING DIFFERENTIATION FROM A DIFFERENT ANGLE