Positioning Statement TEMPLATE
Traditional marketing strategy uses a framework for building a positioning statement that follows; for [insert customer group] who [insert specific need(s) of that
customer group that you have identified], the product is used to/for [insert product usage], that [insert specific differentiators/benefits of your product] because
[evidence for benefits described] so that [actual benefit to user]. We have included some questions below to help you frame this for a medicine. Remember it is
prohibited to promote prescription only medicines directly to the public.
For…
] Ophthalmologists and optometrists treating patients with chronic open-angle glaucoma and ocular hypertension—especially
elderly patients and those managing multiple medications.
Who/that…
Need a reliable, easy-to-administer treatment that minimizes systemic side effects, supports adherence, and fits seamlessly into
daily routines.
The product is
used for/to…
Lower intraocular pressure in patients at risk of progressive vision loss due to glaucoma or ocular hypertension.
That…
Compared to existing treatments, Luminexa™ stands out with its low systemic absorption, minimal side effects, and built-in
adherence support. Patients receive a month’s supply in a color-coded pack, plus access to a multilingual video guide and a
reminder app. These features aren’t just nice-to-haves—they’re proven to improve compliance and outcomes.
Because…
Ultimately, Luminexa™ offers more than just pressure relief. It offers peace of mind. For clinicians, it’s a trusted tool. For
patients, it’s a daily ritual that protects their vision and fits into their life. Clinical trials show a 30% reduction in IOP within 4
weeks, with minimal ocular irritation and no systemic drug interactions. Color-coded ampoules and digital support tools improve
adherence by 40%.
So that…
Healthcare professionals feel confident prescribing a treatment that’s both clinically effective and patient-friendly. Patients feel
empowered, safe, and supported in preserving their vision.
PP-UNP-GBR-1475. August 2022