Value proposition development

Pharma companies need to demonstrate value to the NHS, so developing a clear statement to articulate that value to customers is a vital element of the marketing mix. A value proposition has been defined as a “magic fit between what you make and why people buy it.” In a healthcare context a good value proposition should be a perfect balance of stakeholder aims with patient needs at its heart.

Our inclusive two-stage approach involved both internal and external stakeholders, so the whole cross-functional brand team were part of the initial process. Then we ran an interactive multi-disciplinary advisory board to incorporate clinical, patient and commissioning perspectives. The final result was a series of impactful value proposition packs tailored to the specific needs of each target audience and beautifully artworked by our design team. The co-design approach made the value propositions extremely effective in the field and we were asked back to make some more.