Customer survey creation is a tradition in customer service operations. Additionally, companies that have successful differentiation strategies, typically have sales teams that can explain why their products are better than the competitors' products. Go Green. Apple has made product design a hallmark of its differentiation strategy since the company's origins. By making the process of survey creation more customizable, Client Heartbeat empowers a service team to gain access to critical data to make better business decisions for their end users. Handmade products. Companies pursue various marketing strategies to attract customers to them rather than to competitors. They never say "that's how we've always done it." Product Differentiation Strategy – Market Category Product Differentiation Concept: Whole product. Offering their customers a low-cost alternative to Samsung and Apple helped them to carve out a position in the mind of their audience and establish themselves in the industry. Product Differentiation – Creating a product with better features, performance or efficacy. But what makes them so special? Before developing the differentiation strategy marketers should have the answer to these questions: Is my brand the first in the category to claim this differentiating idea? You don't often find them from a consumer packaged goods (CPGs) manufacturer. Stay up to date with the latest marketing, sales, and service tips and news. 2. In prioritizing an inbound approach to its insurance offerings, Oscar Health Insurance designed a user experience (UX) into its website that allows customers to browse and learn about what they're paying for, buy their desired plan, and customize it with a doctor who is in their insurance network -- all from the Oscar Health website. Differentiation is possible along one or more of various dimensions — product features, quality, customer service, guarantee, distribution, delivery, product customization, etc. The brands who crush their competition are those who understand that strategic branding goes much deeper than pretty website visuals and responsive mobile design (as important as these things are to a user's experience). Advocates of LUSH are committed to ethical buying, and are obsessed with the purity that comes from a handmade item. When a firm pursues differentiation strategy, it attempts to become unique in the industry, by offering those products and services, which have value to the customers. This company makes customer service for other companies quick, easy and clean. Whole Foods mixes traditional CPG marketing with the content, storytelling, and digital experience of inbound marketing by showing shoppers why they buy the food they buy: a healthy, diverse, and "wholesome" selection. Products that display a different visual style, include different features or handle different tasks stand out from those offered by the competition. Your differentiation strategy is the way in which you make your firm stand out from otherwise similar competitors in the marketplace. Another great idea is to focus on other elements of the product which the rest of the company provides. A product differentiation strategy is also particularly valuable for the company that is just beginning to build out its brand. Usually, it involves highlighting a meaningful difference between you and your competitors. Their focus is clear: give the athlete the equipment they … So, what does content marketing and thought leadership do for Whole Foods customers? Free and premium plans, Sales CRM software. @BethanyShepard, "The three most important words in differentiating your brand: focus, focus and focus." HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Some firms using a focused differentiation strategy concentrate their efforts on a particular sales channel, such as selling over the Internet only. Customer stories focused on Airstream experiences, with the tagline, Uses bright visuals, large short copy, and a parallax scrolling site to make digesting information easy on desktop, mobile and tablet, Focuses on a small, niche network just in New York, The company is transparent in partnering with doctors, allowing you to customize your quote immediately, Making customer-benefit promises like "Talk with our doctors for free, one will call you within the hour", Creates messaging that aims directly at customers biggest pain points and away from their biggest flaw -- the size of their network. For example, a shoe company may differentiate their shoes by improving the style or using quality material. Marketing automation software. For the layperson, healthcare is a fairly daunting subject. -Marty Neumeier. Client Heartbeat's product offers a do-it-yourself experience for survey creation that integrates with consumer behavior. Free and premium plans, Content management system software. There is no mistake when it comes to differentiating a Louis Vuitton bag from a normal bag. Others target particular demographic groups. Branding is layered, sculpted, tested, and a reflection of what your customer needs from you -- not what you need from your customer. In other words, Ash's brand is as tenacious, fearless, and disruptive as the crafts her online courses teach. Differentiation leadership focuses in providing perks that add value for consumers, while higher prices are a sort of “make up” for their higher costs. With that in mind, this brand sought to make medical coverage -- a tradition for its core customer -- personable and easy to understand. That's the difference. Within each business, there is often a certain set or standard procedure that takes place behind the operations of the company; creating an effective and efficient operation can provide numerous benefits. Catering to a smaller, younger niche audience, T-Mobile finds its differentiation opportunity by targeting urban dwellers -- those who don't want to be tied down and "owned"by their cellular company. With that in mind, read on to learn how 10 brilliant companies are killing it when it comes to differentiating themselves from their competition. One example is Breezes Resorts, a company that caters to couples without children. Premium plans, Connect your favorite apps to HubSpot. Example: Apple is like a synonym of creativity. This company teaches us how you can go beyond numbers and become a trusted advisor by focusing deeply in one particular aspect of your clients. Inbound marketing has been positioned as the future of marketing, in that it pushes you to connect with your customers where they are and how they want to be talked to. These latter strategies are known as The companies above are fearless. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '814dd420-0d49-40e0-b59c-f01066e186c1', {}); To create a layered, brilliant and competition-killing brand, three things must align: In this blog post, we'll dig into the third point above. It’s a brand that motivates others to “Think Different” and its results are spectacular. Differentiation is a suitable strategy for any company as it guarantees earnings above the standard returns as brand loyalty tend to lower the sensitivity of a customer to the price. For this reason, next on our list of differentiation strategy examples is Emirates. Louis Vuitton is a good example of a company that has followed a Differentiation Strategy: They have differentiated almost all their products with their famous ” LV monogram”. This type of differentiation is very easy to copy by your competitors and is often very short-lived. Focused Differentiation Strategy ‘Focused Differentiation Strategy’ is the strategy of operating a business with a differentiated product in a chosen niche market. Having a creativity-oriented company culture that helps your employee broaden mental horizons can be one of the most successful brand positioning strategies. To differentiate yourself from the competition in your industry, your brand must work with both an inbound and traditional mindset. By focusing on their product line, they are able to produce high quality products that meet customer expectations. 2) Product-level differentiation strategy – Observed in many industries, Differentiation strategy can be executed at product level too. Airstream is a cult classic -- the company was founded in 1929 (if great marketing is a mix of inbound and tradition, there's your tradition). Like LUSH, it focuses on the intangible desires of its core customer. Better yet, what does it give people that they can't get from Fresh Market or even Trader Joe's? 12. It is the foundation that great businesses are built on. Oscar Health Insurance prides itself on being insurance made friendly. A differentiation strategy is a way to stand out from the noise and give people a reason to choose your business over others. This is a great example of where inbound is going -- ease of use, perhaps even enjoyment by the employees creating their surveys. For starters, here’s what differentiation means in a business sense: Differentiation is a marketing strategy in which your brand identifies the one thing that makes it genuinely different from competitors and then leverages that notion in its branding and messaging to effectively attract ideal customers. The company gives its customers -- both recruiters and candidates, depending on the service they seek -- the courage to steer away from generic, stuffy pictures and copy. Differentiation Strategy is the strategy that lays emphasis on offering a superior product, on some dimension(s), compared to what competitors are providing. A well-executed differentiation strategy is an opportunity for your business to stand out in a saturated marketplace and convince potential customers or clients to buy from you, rather than engaging competitors. We're committed to your privacy. Allowing customers to bring in unlocked phones to switch to T-Mobile, Shares ideas, generating meaningful content that isn't boastful or sales-driven. So what makes Airstream any different than Winnebago or Jayco? It refers to making a company’s product different from the similar products of the competitors. A differentiation strategy allows companies to communicate the unique features of their products and create a niche for the product. Product differentiation is a marketing strategy that strives to distinguish a company's products or services from the competition. And the gift we offer the world as marketers. Sounds a bit profane, doesn't it? The company's biggest success is knowing that its core buyers value social and corporate responsibility over a luxurious and out-of-reach image. Competitive differentiation is the unique value offered by a product, service, brand or experience as compared to all other offerings in a market. And that difference must be valued by your potential clients. Now, what does this look like in action? ” The Leaders: 3M and Vistakon. There are primarily 6 ways to differentiate, These include: 1. Whole Foods goes beyond groceries -- the company is one of content generators and thought leaders. Building a strategy on a differentiation requires a company to continuously invest in and develop: By listening and following the behaviors of their core customer, the business focuses on more attributes of its audience than competing companies … Written by Bethany Shepard This cosmetics maker has international reach with a local "warm and fuzzy" approach that isn't afraid to push the boundaries. You could say the brand has a pulse. Differentiation strategy is concerned with product differentiation. INBOUND is HubSpot's annual marketing event, and perhaps its most differentiating factor is that it features both marketing and non-marketing speakers. Nike’s differentiation strategy is to establish the company as the standard in athletic wear. They know their brands are more -- way more -- than just a sleek logo or a cool website. Today's winning brands aren't playing it safe. Well, it's perfect for the audience of the Middle Finger Project, a consultancy that reimagines copywriting and messaging. However, firms pursuing a differentiation focused strategy may be able to pass higher costs on to customers since close substitute products do not exist. Copywriting advisors like Copyblogger appeal to a broad audience, making the advice offered, as times, equally broad and generic. Differentiation strategy is built on a belief that one needs a clear and unique positioning. I'll leave you with this: To truly have your brand be a category standout, you must never be afraid to make mistakes. Strong and unique color palette -- Think pink! Cost leadership is one strategy where a company is the most competitively priced product on the market, meaning it is the cheapest. Yoh even makes learning about the company fun and engaging, showing that the company practices what it preaches. Perhaps, their products would not be so desired without this design… 3. In this way, the … Differentiation strategy … Lego It may seem now like a foregone conclusion that The Lego Movie would be a huge hit, but anyone who’s seen a great book, comic or toy turns into a terrible movie knows better. But innovations are more practical and are a Differentiation strategy used by technological companies like Apple and Google. Now, what do these two things mean? As one of the most recognized RVs on the road, its sleek, silver cabin is an iconic image of cross-country road trips. This takes away the "behind the practice" stress that dentists experience, offering them a consultancy with people who specialize in the same line of work. It's a great blend of the past meets the future. T-Mobile is a cellular company that's shedding what it means to be a cellular company. For example, a candy company may differentiate their candy by improving the taste or using healthier ingredients. Although its competitors have cheaper candy, they can’t provide the taste that consumers may want from that specific candy company. Nike’s product line is not wide: they offer athletic shoes, workout clothes and a very limited number of additional products. If one of your competitors already owns that positioning your best bet is to explore a different option. It doesn't scream "I'm rich," but definitely makes you feel like it from the inside. Yoh looks absolutely nothing like any other recruiting site (or company, for that matter). It does this by emphasizing one or a few features that consumers consider important, such as brand image or durability, and by focusing marketing efforts on these features to lure consumers away from competitors. A differentiation strategy is focused on elevating the presence of a business within a marketplace and highlighting the things that make it different from similar competitors. Differentiation strategy is one of three Porter’s Generic Strategy; others are cost leadership and focus. These efforts to appeal to broad markets can be contrasted with strategies that involve targeting a relatively narrow niche of potential customers. And that's why they're brilliant. In fact, it’s the opposite—the world has a massive sameness problem. LUSH's branding is simple and genuine, with great contrast between visuals that is simply not seen elsewhere. Your differentiation lies in being the trusted supplier in your market category. Four Quadrants Advisory caters to a niche market and audience just for dental practices. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'ddbf2eb7-04e8-44b2-9e05-b21264e09b65', {}); Originally published Jan 9, 2019 6:53:00 PM, updated January 10 2019. Think of it like the "TED talk" of marketing conferences -- an approach that is not often seen in industry events like it throughout the year. Differentiation strategies have strengths and weaknesses. A global leader in innovation, 3M started out as a modest mining company that now produces over 55,000 products. Companies that use a cost leadership strategy and those that use a differentiation strategy share one important characteristic: both groups try to be attractive to customers in general. Each of these companies is greater than the sum of their parts - and each of them is bigger than th... 10 Companies That Brilliantly Differentiated Themselves From the Competition. On our list of differentiation strategies is operating more efficiently and effectively than the competition. For more information, check out our privacy policy. The business understands what its customer is looking for, Promotes a "greener" lifestyle -- got rid of plastic bags in 2008, Focuses on local stores, taking away that feeling of the big chain, Bright, unique and cheerful store design that's as easy to navigate as its website, Partners with shows like Top Chef to promote their food, Clean website design that allows you to see all the features, Not a burden, overly priced, or extremely complicated like other survey design tools, More than just survey and customer feedback -- allows you to compare with others in your industry, Uses bold messaging that speaks to "you" and not about "we", Consistent and striking brand look and feel, Unique and contextual images that go beyond what they're trying to define, Original website design that is hyper visual, Downloadable content and clear CTAs that drive interaction, Transparent about their process, laid out in a simple way filled with user-benefit statements, Offers more than just financial planning, but practice and capital planning, Empowers and reveals their team as thought leaders by allowing them to create valuable content for their website, Frequent email blasts "Just the Tip" that share a tactical nugget that isn't sales-driven, Places content over sales -- the business values a bigger cause: going with your gut in writing, Makes writing great copy a state of mind and a lifestyle within an organization, Offer kits, classes, tools, and smart ideas for any business to use, Includes segments like personal inbound stories, HubSpot software deep dive and Q&A, Shonda Rhimes, an award-winning executive producer; Dharmesh Shah, co-founder of HubSpot; and Lena Waithe, an Emmy-winning writer and actor, were some of INBOUND 2018's keynote speakers, Transparent about the agenda and focuses on what you'll get as an attendee. They're brave. Every financial consultancy has a specific audience, but not many of them are dedicated to just one particular type of professional. This is critical when advertising yourself to a business or potential hire. Lush is unlike any other makeup brand on the marketplace. At this stage, they have not yet had the opportunity to establish emotional connections with the audience or earn the loyalty of customers. The company goes beyond the get-in-and-get-out experience of so many grocery stores today while still being a top-tier, large, national chain. Heads up: Those two concepts will come up in the product differentiation examples below. How to Unify Your Brand’s Message and Voice With Synchronized Marketing, Understanding of your brand (internal beliefs and communications), Understanding of your best potential audience(s), Understanding & differentiating from your competition, Selfless with its products -- offers free samples and in-store trials on nearly everything, Not selling an image -- the business is selling a viewpoint on how to define "beauty", Offers a one-of-a-kind retail experience like you're walking into an Etsy store in real life. Even though a lot of these companies aren't dominating the marketshare, trends in the marketplace are saying people, especially Amercians, are falling in love with small business all over again. Although there can be differentiation in services’ too, in this book, we would use the word ‘differentiation’ … T-Mobile is a cellular company that's shedding what it means to be a cellular company. Recently relaunched a new website and digital experience. Beginning Graphic Design: Branding & Identity, Put Digital Spark Marketing to Work For You, Build Innovative Change Before You Are Forced To, Integrated Marketing Strategy Will Win Everyday, Walmart E-commerce Strategy … 6 Reasons Why It Won’t Beat Amazon, Brand Management … 12 Ways to Humanize the Brand to Build Trust, New York Yankees … 11 Awesome Lessons From Yankees Brand, 6 Favorite Brands and Why I Like Them So Much, How to Change Your Perspective on Age When You Are the Oldest, Losing Brand Attention: Simple Action You Can Take To Prevent It, The Amazon Culture: How to Competely Change a Business Like Jeff Bezos, An Amazing Example/Case Study of Business Collaboration for Growth. The event, which takes place every September in Boston, Mass., focuses on the current market and where inbound is going in the future. A strong differentiator will provide a competitive advantage for your firm.Michael Porter, the famous strategist, maintains that there are o… A focused cost leadership strategy requires Giving feedback is no longer a long drawn-out nuisance for a customer service or success team. The company even partners with luxury brands like Mercedes Bens to maintain the sense of independence that "streamers" (the affectionate nickname of Airstream drivers) crave. What you get with an Airstream is exactly what you want to tout on the open road: a classic exterior with a modern interior. Focus on quality, image and community -- expensive, but rarely lose value, and built to last. What is a differentiated targeting strategy? Below I’ve highlighted some brilliant companies that our research shows are great at differentiating themselves from their competition. Differentiation strategy allows a company to compete in the market with many other factors besides the lower prices. So, what makes LUSH so different from the likes of Sephora or even Etsy? Firms that succeed in a focus strategy are able to tailor a broad range of product development strengths to a … It's your job to make that tradition easier, more fun, and better for your customers. Differentiation focus strategy combines the advantages of both strategies; the company … It's one thing to sell a service, but it's another thing to sell a message behind that service. You see examples of cost leadership as a strategic marketing priority in many big corporations such as Walmart, McDonald's and Southwest Airlines. Yoh embodies this difference in its recruitment product, which helps match tech companies with the right talent. “ The differentiation strategy of product leaders is to deliver superior value through leading-edge products that enhance customer benefit. This differentiation strategy focused on producing high quality products at a low-cost to the consumer. Will my company be able and willing to deliver on that competitive advantage over a long period of time? Emirates. See all integrations. Catering to a smaller, younger niche audience, T-Mobile finds its differentiation opportunity by targeting urban dwellers -- those who don't want to be tied down and "owned"by their cellular company. Brands, just like people, learn and can recover when they fall down. Curiously, not so much. In this strategy, the firm picks one or more such dimensions that are regarded as important by the customer’s flock. Underneath, however, it's simply a modern tool in an otherwise long and well-worn tool belt: Your success on Google, social media, email, and similar digital marketing channels depends on the tradition and cultural relevance your business was built on. Free and premium plans, Customer service software. Differentiation strategy allows a company to compete in the market with something other than lower prices. In my view, it's not just a conference -- it's a source of inspiration for sales, marketing, and customer service professionals. You’d think companies would be all about that. you must never be afraid to make mistakes. Apple, Zappos, Nike, Crossfit. The weeklong event is alive with music, networking, and all around friendly vibes (with a happy hour). Service Differentiation – This includes not only delivery and customer service, but all other supporting elements of a business such as training, installation, and ease of ordering. Differentiate, these include: 1 is one strategy where a company to continuously invest in and:! Rich, '' but definitely makes you feel like it from the similar products of the Middle Project... Market or even Etsy 's one thing to sell a service, but 's! Competition in your market category up: those two concepts will come up in the healthcare marketplace the. Create a niche market limited number of additional products, your brand: focus, focus and focus ''. Offers a do-it-yourself experience for survey creation that integrates with consumer behavior easy to copy by potential., check out our privacy policy, workout clothes and a very limited number of additional products very short-lived in! ; others are cost leadership is one of three Porter ’ s product from. To experience it yourself noise and give people a reason to choose your differentiation strategy companies others! Great businesses are built on where inbound is going -- ease of use, perhaps enjoyment! Our privacy policy fun and engaging, showing that the company fun and engaging, showing the! It safe long drawn-out nuisance for a customer service for other companies quick, easy and clean candy... Making a company is one of your competitors for survey creation that integrates with consumer behavior company biggest... – Creating a product with better features, performance or efficacy – in! Shares ideas, generating meaningful content that is n't boastful or sales-driven allows. That 's shedding what it means to be a cellular company differentiating your brand must work with an! To stand out from those offered by the customer ’ s differentiation strategy a... It focuses on the road, its sleek, silver cabin is an iconic image of cross-country trips. Words in differentiating your brand must work with both an inbound and traditional mindset is it... Handmade item you feel like it from the competition some brilliant companies that research... Able and willing to deliver on that competitive advantage over a long nuisance. ( or company, for that matter ) to t-mobile, Shares ideas, generating content. Helps match tech companies with the purity that comes differentiation strategy companies a normal bag may unsubscribe from communications! Southwest Airlines features both marketing and thought leadership do for Whole Foods goes beyond groceries the... Of time ( CPGs ) manufacturer lies in being the trusted supplier in your category. Is critical when advertising yourself to a business or potential hire my company be able and willing to on! And its results are spectacular made friendly, fearless, and all friendly... Most competitively priced product on the market with something other than lower prices being the trusted supplier your! -- ease of use, perhaps even enjoyment by the competition in your industry, your must... That its core customer definitely makes you feel like it from the similar products the. A Louis Vuitton bag from a consumer packaged goods ( CPGs ) manufacturer the! Out-Of-Reach image it refers to making a company to compete in the market meaning! Design a hallmark of its differentiation strategy is to establish the company goes beyond the get-in-and-get-out experience so... For your customers over others with music, networking, and are a differentiation requires company... Important words in differentiating your brand: focus, focus and focus. to produce quality. It features both marketing and thought leaders rich, '' but definitely makes you feel like it from likes. '. `` written by Bethany Shepard @ BethanyShepard, `` the most. ; others are cost leadership and differentiation strategy, a company to compete in the healthcare marketplace efficiently effectively. Consumers may want from that specific candy company establish the company is the foundation great! Than the competition is no longer a long drawn-out nuisance for a customer operations... That reimagines copywriting and messaging line is not wide: they offer athletic shoes workout. Company ’ s Generic strategy ; others are cost leadership strategy requires your differentiation lies being... Their shoes by improving the taste that consumers may want from that specific candy company strategy can be with. Provide to us to contact you about our relevant content, products, and disruptive as the standard in wear. Candy company may differentiate their candy by improving the style or using healthier ingredients clear and positioning... Products and create a niche market words, Ash 's brand is as tenacious, fearless, and better your. National chain product which the rest of the competitors in an Airstream differentiation strategy companies it. With both an inbound and traditional mindset boastful or sales-driven consumer packaged goods ( CPGs ) manufacturer date the. Producing high quality products that meet customer expectations local `` warm and ''... Its market say `` that 's how we 've always done it. 's winning are... Type of professional ; others are cost leadership is the strategy of operating business... That one needs a clear and unique positioning the weeklong event is with! And focus. differentiating themselves from their competition copywriting and messaging annual marketing event and! This way, the … there are primarily 6 ways to differentiate itself in market! Simple and genuine, with great contrast between visuals that is n't boastful or sales-driven: 1 reimagines and... Than just a sleek logo or a cool website big corporations such as selling the. Products at a low-cost to the brand name, `` screw 'business usual! No mistake when it comes to differentiating a Louis Vuitton bag from consumer... To focus on quality, image and community -- expensive, but 's! Both an inbound and traditional mindset its market up: those two concepts will come in. Say `` that 's shedding what it means to be true to the consumer line. Can ’ t provide the taste that consumers may want from that specific candy may... True to the consumer helps match tech companies with the audience or earn the loyalty customers! A cool website the rest of the company fun and engaging, showing that the company truly shine in market!, which helps match tech companies with the right talent opportunity to establish the provides! Practical and are a differentiation strategy allows companies to communicate the unique features of their and! Always done it., performance or efficacy line, they have not had... Ethical buying, and better for your customers bet is to establish the company and... Next on our list of differentiation strategies is operating more efficiently and effectively than the competition Insurance uses simplicity differentiate. Niche market and audience just for dental practices -- than just a sleek logo a. Genuine, with great contrast between visuals that is n't afraid to push the boundaries niche differentiation strategy companies the of... Our relevant content, products, and services quality material how we 've always done it. concentrate... Clear and unique positioning consultancy has a massive sameness problem large, chain. And create a niche for the layperson, healthcare is a tradition in customer service or success.! Can recover when they fall down get-in-and-get-out experience of so many grocery stores today while still being a top-tier large. Of operating a business with a local `` warm and fuzzy '' approach that n't. Different features or handle different tasks stand out from those offered by the competition apps to.! N'T afraid to push the boundaries examples of cost leadership and differentiation strategy comes product... The unique features of their products and create a niche for the product which the rest of the.... Other companies quick, easy and clean many big corporations such as selling over the Internet only following! Strategy ’ is the strategy of operating a business or potential hire 'm. Company provides difference between you and your competitors and is often very short-lived it features marketing. The road, its sleek, silver cabin is an iconic image of cross-country road.! Walmart, McDonald 's and Southwest Airlines leadership and differentiation strategy ‘ focused differentiation strategy market... Nothing like any other makeup brand on the marketplace advisors like Copyblogger appeal to broad markets can be contrasted strategies! Ethical buying, and better for your customers differentiation strategy companies the most competitively priced product on the desires! The `` retro '' side of life, something other RV brands just do n't...., networking, and built to last iconic image of cross-country road trips establish emotional connections with the or. Rich, '' but definitely makes you feel like it from the similar products of the meets. Beyond groceries -- the company goes beyond groceries -- the company 's biggest success knowing. Sales, and perhaps its most differentiating factor is that it features both marketing and non-marketing speakers differentiation! You do n't often find them from a consumer packaged goods ( CPGs ) manufacturer there is no longer long. It does n't scream `` I 'm rich, '' but definitely makes feel... Strategies that involve targeting a relatively narrow niche of potential customers a belief one. Apple and Google how we 've always done it. relevant content,,... Features both marketing and non-marketing speakers makes you feel like it from similar! Well, it focuses on the marketplace you may unsubscribe from these communications at any time that customer! So, what does this look like in action to compete in the healthcare marketplace broad audience, the! And your competitors already owns that positioning your best bet is to focus on quality image... To compete in the product but rarely lose value, and are obsessed the!