Tangible Repositioning

Tangible Repositioning refers to altering a product's physical attributes to change its market position. While repositioning in marketing often revolves around changing perceptions through communication strategies (intangible repositioning), tangible repositioning focuses on real, concrete changes to the product itself. This strategy can capture a new target audience, address changing consumer needs, or compete more effectively in the market. Here are some ways of doing tangible repositioning:

1. Product Modifications?

• Functional Changes: Enhancing or altering the product's features or functionalities to serve a different purpose or improve performance.
• Quality Improvements: Upgrading materials or production processes to improve the product's overall quality and durability.
• Aesthetic Changes: Altering the design, color, shape, or appearance of the product to make it more appealing or to target a different audience segment.

2. Packaging Changes?

• Updating packaging designs or materials.
• Introducing environmentally friendly or sustainable packaging
• Changing the size or format of packaging for convenience or differentiation.

3. Additions or Deletions?

• Introducing new variants or models to cater to a broader audience or removing outdated or less popular variants.

4. Value Additions?

• Bundling the product with complementary goods or services.
• Offering extended warranties or after-sales support.

5. Pricing Adjustments?

• Changing the product's prices can also be a form of tangible repositioning, especially when combined with product features or quality changes.

Tangible Repositioning in Pharma?

In the pharmaceutical industry, tangible repositioning is a nuanced strategy. Unlike consumer goods, where aesthetics or features might be the primary focus, pharma deals with products that directly affect health and well-being. Tangible repositioning in pharma often involves changing a drug's formulation, dosage, delivery method, or indications. Here are some ways tangible repositioning is practiced in the pharmaceutical industry:

1. Drug Repurposing: Discovering new therapeutic uses for existing drugs. A classic example is sildenafil, initially developed for hypertension and later repositioned as Viagra for erectile dysfunction.
2. Formulation Changes: This involves modifying the formulation to enhance efficacy, reduce side effects, or produce a controlled or extended-release drug version. Another example of formulation changes includes changing a drug from a tablet form to a liquid or from an oral administration to a topical one.?
3. Dosage Adjustments: Altering the dosage strength based on new research or feedback to improve efficacy or reduce side effects.
4. Packaging and Delivery: Introducing user-friendly packaging, such as blister packs with labeled days, to help patients remember their medication. Also, developing new delivery methods, such as auto-injectors for easier self-administration or transdermal patches for sustained release of the medication, are examples of a tangible repositioning strategy.
5. Combination Therapies: Combining two or more active pharmaceutical ingredients to enhance efficacy or minimize side effects. An example would be fixed-dose combinations in antiretroviral treatments or certain cardiovascular drugs.
6. Pediatric or Geriatric Formulations: Repositioning a drug for a different age group, such as creating a pediatric syrup form from a drug initially available only in the pill form.
7. Safety Profile Improvements: Reformulating a drug to mitigate side effects or cater to patients with specific conditions like renal or liver impairments.
8. New Indications: This is more of a strategic repositioning supported by tangible changes. The company might pursue approval for that new indication if a drug shows efficacy for another condition during clinical trials, the company might pursue approval for that new indication.

Considerations for Tangible Repositioning in Pharma?

1. Regulatory Approval: Any tangible change in a pharmaceutical product, especially changes in formulation, indication, or dosage, requires rigorous testing and approval by regulatory agencies like the FDA or EMA.
2. Patent Lifecycles: Tangible repositioning can be a strategy to extend the lifecycle of a drug, especially when facing the expiration of a patent. New formulations or indications might allow for patent extensions.
3. Cost: R&D for tangible repositioning can be expensive, especially involving new clinical trials.
4. Market Needs: Repositioning should address a genuine need or gap in the market, ensuring that the repositioned product provides real value to patients.?
5. Communication: Healthcare professionals and patients must be informed about the changes, especially if they alter the drug's safety profile, administration, or indications.
6. Post-Marketing Surveillance: After repositioning, monitoring the drug's performance in the real world is crucial, ensuring that it is safe and effective in its new form or indication.

Tangible repositioning in pharma can lead to enhanced patient outcomes, extended product lifecycles, and increased profitability. However, due to the nature of the industry and the stakes involved, it requires a careful, evidence-based approach.

(Excerpt from “A to Z of Pharmaceutical Marketing”: World’s First and Only Encyclopedia)