Mode of Action Positioning

Therapeutic areas that were once dominated by brands within a single class of drugs, are becoming more competitive with multiple new entrants. More and more, newer drugs are launching with a Mode of Action (MOA) positioning, which some marketers see as the key method of differentiating from the dominant therapies. But what does a different MOA mean clinically or therapeutically for the customer: physician, patient, or payor?

In all my years of talking to customers, either in sales or marketing, there are two basic questions always asked; does the drug work (efficacy) and what are the side effects (safety). Unless the person is a KOL, the customer rarely cares how the drug works. It’s simply not important in the discussion -- unless it proves efficacy and safety. “How” the drug works is the MOA.

In the 1970s, Proctor and Gamble advertised its products on daytime and evening television. One of it’s most important categories was laundry detergent. In almost every Tide ad, the opening scene is children outside playing and getting their white clothes very dirty. The kids come inside to Mom (it was the 70’s), clothes are taken off and put into the washing machine. A cartoon appears showing how the detergent’s cleaning action works. The washing is complete and the clothes are clean and white again. The cartoon is the MOA, which is the reason to understand or believe why the clothes are clean. Note that the MOA is inextricably linked to the benefit (clean clothes).

New MOA or a Different MOA only explains how a drug works. It does not tell the physician or payor whether it actually gets the patient better. And, what does it say to the person with the disease? MOA tells them nothing they need to know in the Patient Centric culture pharma is trying to achieve.

Another challenging issue with MOA positioning is the story being told to the customer is all about what the brand is not; usually the market leader. A foundational principle of marketing is not to give the competition a voice, unless your brand is proven better. Every time a competitor is mentioned, the unconscious message being received is that they should be considered in the buying decision. “Buy me because I am not an Apple”, Drink Me because I am not a Coke”.

There are numerous examples of brands that have launched with a MOA positioning. Though initial uptake can be good, it is often due to latent demand from patients who have failed all other available regimens. If the brand’s positioning is last line therapy, then the success should be celebrated - you have successfully matched product usage to your intended

positioning However, if your intention was to avoid a “rescue” positioning, you may have created future problems for yourself. How will you evolve your brand? In the end, it’s all about what message you want customers to know about your brand!

Launch only happens once. First impressions are lasting.