Perspectives

Laura Dunbar: Positioning to recapture market leadership

How does a company retake its rightful position in the market?

In this pre-COVID conversation, Laura Dunbar, SVP of Marketing at GHX – the leading digital trading network for the healthcare industry – shares her experience taking on a new SVPM post, and the strategic role Positioning played in transforming the company to retake a category leadership position while changing the perception of the marketing organization. In this Q&A Laura shares:

  • When’s the right time for Positioning?
  • How can Positioning be used to get a company’s “mojo” back?
  • What are the advantages of hiring an outside firm to run the process?