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Two different but highly related. Their unmet needs are usually different and you want different language for the two audiences (even if positioning is internal only). As a representation of what the brand represents and its place in the minds of doctors or consumers - that is different.
Depends a LOT on what kind of product/solution you’re working on. If it’s a therapeutic, agree with S1: positioning may be similar for both based on the medical benefits, with meaningful differences based on convenience, ROA, CPT coding, or heaven help you, pAuth considerations.
If it’s a new health technology, it’s entirely possible that the consumer and clinical positioning could be completely different. A wearable that makes it super easy to monitor a health signal, for instance, might be a nightmare to integrate with EHR, create noisy data, have no coverage, etc — so it needs a very different value prop for clinicians.
Oh yeah, absolutely. Wasn’t sure which one OP had in mind!