April 27, 2006
Revised December 20, 2006
Last Revised: May 23, 2012 4:50 PM
The subject of "positioning" has been well described in the writings of Mr. Hubbard. My recent study and writing on this subject are shown in THIS POP-UP window, including a quote from the LRH reference.
In preparation to do this study I wrote up my hat as a researcher -- and expect to follow that technology in doing the work described on this page.
I have spent more than 30 hours just putting material on this one page and the linked pages made reference here. Someone studying how I approached this subject should expect to study every reference. Those references are arranged down this page where the link is pertinent. However, here is a pop-up window with ALL these references so that you can take a look here to see what references there are and perhaps which ones you may want to look at again.
In preparation to write this page I studied the entire series of Policies written by Mr. Hubbard on the subject of Positioning. As I read I came back to this page, again and again, to develop a further understanding, with application of his data, on this page.
I also reviewed Marketing Series 3, particularly step 3, "Find out all about it," of HCOPL 1 January 1977R, Revised 29 August 1979, "Marketing Hat." Step three is the next major section of this page.
I'm defining "it" as "Ayurceutical." (Generally this term includes AyurCream™ or one of the other similar creams we expect to launch at the July 15, 2006 National Natural Food Association Convention in Las Vegas. AyurCream is a product within the Ayurceutical family of products.)
Find out all about it!
The word "Ayurceutical" is a new word, coined by me and not found in commercial usage through simple search on the web. It was also not found to be a name already registered with the US Trademark Office so I have applied for a trademark and the word is now entitled to be displayed with the "TM" mark.
Acceptance of the application by the US Trademark Office is not any assurance that the trademark will be issued. In any event it is likely that a year or more might pass before the US Trademark Office gives me any notification of the status of the word.
For now we can assume that it will be issued a trademark.
The description and definition of the word is HERE. This page, and its links, must be studied carefully as part of any positioning for the word. An earlier, but still valid, description of Ayurceutical is HERE. This is not significantly different from the page just above, but it is well worth study for a complete understanding of this word. Keep in mind that the meaning of this word is being CREATED. The word has not existed in commercial usage -- so the first description that is presented in some volume and is widespread will generally be considered the beginning, at least, and will be accepted, then, depending on the amount of resistance and the amount of energy to promote this description. (Both above links are for pop-up windows.)
Whether or not "Ayurceutical products" are drugs or cosmetics depends NOT on what effects they cause, but on what claims are made for those effects. Some aspects of this question are covered on the just-above link, but there are more factors that relate to this question in THIS POP-UP WINDOW. This pop-up page is also mandatory reading for anyone wanting to do a positioning for Ayurceutical products.
From a good study of the pages at the links above you can come to an initial conclusion that "Ayurceutical" should be compared to:
These are the initial "genres" of health care that predominate the planet. I consider them "incomplete philosophies" because none of them include an adequate address to all the components I believe should be part of a health care system.
I have been creating and continue to invent what should be included in a complete genre of health care and I consider that a "genre" of health care should include a complete range of the following:
1. A general theory of the philosophy, science and technology of the subject, including the central concept that this health care deals with the physical body and does not think to treat the mind or spirit -- both of which must be acknowledged as senior in importance to the physical body.
2. A specific understanding of and definition for the "state of health" and the deviations from that state of health -- "disease."
3. A technology of diagnosing a condition of health -- as to whether it is close to or far from a condition of health -- or better than normal.
4. A technology of prevention of a non-optimum condition from arising.
5. A technology of treatment of a non-optimum condition to return a person to a more optimum condition.
6. An understanding of the function of the body, and parts of the body, so that parts of the body and various organs can be examined individually for their condition of health, for the preventing of a non-optimum condition in such part and the treatment of any non-optimum condition in such part.
7. A method of training and certifying those who would apply these technologies.
8. A method of observing both good and bad application of these technologies, and of correction of the practioners and the recipients of such application.
9. A system of exchange that values successful application of the technology.
10. A system of evaluating choices people make as to the effect of that choice on the condition of their health, and a related system of exchange from the individual to a practioner in accordance with the ratio of good choices compared to bad choices that affect his health and therefore affect the amount of energy and knowledge required of application of the technology.
11. An understanding of the role played by mental and spiritual factors in the health of the body and a clear delineation of the areas where "health care" is in the realm of the physical sciences and the areas where mental and spiritual technologies should be used.
With these criteria for what SHOULD be in a genre of health care my opinion is that virtually no existing health care system includes all these elements -- thus an initial position of any health care system is that it is "incomplete" for not including all of the above. Any NEW system of health care that includes all these features would still have to establish itself as workable and effective in all these features.
The short list of systems above is overlapping, of course, but each of these words has an existing history of usage and position ascribed by that usage. These, then, are some of the FAMILIAR concepts which can be used in various ways to position Ayurceutical products. A general search on the web for "categories" of health care showed the list in THIS POP-UP window.
In addition to developing a position for the word Ayurceutical, it happens that there are new and novel concepts being introduced at the same time. It is very possible that these other new concepts may well need to be taken into account when arriving at a position for Ayurceutical. These other concepts are presented in this pop-up window.
One item shown on that pop-up window is so central to our total marketing package that it needs elaboration HERE, and must be studied, also, before positioning can be considered complete for Ayurceutical. CLICK HERE for that pop-up window.
One reason each of these pop-up windows must be opened and studied with care is that I did the original research that resulted in the content of these pages. THESE pages WERE the initial source of my study of this word, Ayurceutical, so that I could then prepare to study and apply the LRH technology on positioning.
When and as we launch any of our products into the health food market the POSITION of that industry, relative to some of the same familiar items as have already been listed in one of the windows above -- that position comes quickly to bear on even any positioning for the word Ayurceutical. There is a intensive study of this issue on THIS POP-UP Window. Do not miss this either.
The position of THAT industry is presented in the above linked page as David fighting Goliath -- that may well be the position that indicates very well to owners of health food stores.
I, myself, will be re-reading each of these pages as I study the LRH material, and I will be using these pages to apply what I place, newly, on this page. These pages, linked above, are the vital part of dozens of pages that took me perhaps 50 hours of research to find and publish. It seems to me that anyone doing positioning on these concepts should have done at least all these -- thoroughly.
Step 4 in Marketing Series 3 calls for more research and study than I may have yet done -- but I'm going to move ahead with this work on positioning based on what I have already researched, studied and presented in the links above. Click here for a pop-up window with a random selectionof "skin creams" of various sorts.
I also use the program Web Position to gather search engine rankings for various words and phrases. I regularly run this program on a selection some 40 "key words and phrases" once per week, and relate those searches to the ranking for the same words as may be found on www.bulkmsm.com. The results of one recent set of results is in a pop-up window here.
There is an almost unbelievable number and complexity of results that can be achieved with this one program. I have been using it for many years -- it warrants almost a full time person to run these analyses weekly, to use their ranking improvement features and to study the industry. I have been presenting "oral chelation" on the web for more than 10 years, have 100,000 pages and have had very high search engine rankings for that term, including number one rank for that term currently.
Here is another example of the type of information available on this report, in another pop-up window.
This page show the Google search engines and the results of searches on April 27, 2006, for the term "oral chelation." The links in this report are active.
Immediately below the report shows that Vibrant Life (Home Page) is ranked number one by Google for the term "oral chelation." Vibrant Life also ranks #2 and #4 for that term.
I used to spend many hours per week "optimizing my web pages and generally always got very high rankings. I still know how to do that, but haven't taken the time to do it for some years. It is a major skill that I can teach or supervise.
Tentatively I am going to assume that my 30 years of experience in the health industry and phone conversations and eMail messages with thousands of customers and prospects in this industry, that I can handle Step 5 without doing an out-sourced survey at considerable cost.
Positioning -- Application on a step-by-step basis
The basic LRH technology is quoted this way:
ONE CAN ACHIEVE THE APPARENCY OF FAMILIARITY, EVEN WHEN THE PERSON HE IS COMMUNICATING TO HAS NO KNOWLEDGE OF THE SUBJECT OF COMMUNICATION WHEN HE ASSOCIATES IT IN THE MIND OF THE OTHER WITH SOMETHING WITH WHICH THE OTHER IS FAMILIAR. Marketing Series 5
My own application:
Many people probably are not really familiar with the nature of "plaque" that causes blockage of blood flow in the arteries. The traditional method of describing "intravenous chelation doctors" when they applied their technology was that they "removed the plaque" in the same fashion as a 'Rooter Rooter' would remove clogs from the plumbing." Even if you are not familiar with the details of a Rooter-Rooter service you can "imagine" one in the simplicity of the equipment used and the common "drain snake" that might be used by the home-owner to handle a clogged drain. The "real thing" (an actual artery and the blockage affecting it) would NOT be very easy to understand with the words that might describe it -- so an image, even a word image, is comparing "plaque" to something not only fairly familiar but graphic as to image.
This may have been "good" positioning because it helps a person think about plaque in a way that fits what the intravenous doctor already believed -- and which Allopathic doctors had mistakenly claimed about the description of "plaque." They would describe it with words, but their images showed a position of "plaque" that was very "instructive" even if false. The image on the right seems very scientific and often convinces a person that the author of this image knows what he is talking about. The intravenous chelation doctors had a better positioning. It was based on what respected Allopathic doctors had been saying. The fact that the Allopathic doctors were wrong about this description of plaque did not make the Rooter-Rooter positioning ineffective -- but it did prolong the false data. The image on the left is another false representation of "plaque" and illustrates how positioning can be false yet effective. The falseness of the image has contributed to the unnecessary death of literally millions of people -- a exposure created by me on this page.
An honest datum about the "plaque" would be complicated in words -- having to explain what a "calcium pump" is, inside a cell of the artery, and what a "free radical" is -- another very complex concept. The usual picture of a free radical is almost inherently NOT familiar or useful.
Here is a moving image of a free radical. I've written many pages on atomic physics -- never feeling that I had found a way to compare a free radical to something familiar until I came up with the dancing couple.
Two persons, in the old-fashioned sense a male and female, dancing together might be portrayed as in the image on the right. When another male "cuts in" to the dancing couple, he leaves the first man as the "odd guy out" looking for another person for himself. He may well "cut in" some other dancing couple, and so the chain reaction of "cut ins" is similar to the action of a free radical which bumps into something, takes hold, and pushes out another molecular item which, becomes a new "free radical." This may convey the image to make a "free radical" seem more familiar. Probably in the modern era "cut in's" are not so familiar?
The image below is a "calcium pump" portrayal in a university setting -- used to "teach" students about such things. There is no effort here to use positioning. Yet, understanding the existence and role of the "calcium pump" is the key to understanding the true cause of heart disease. It was only MY research into this area and discovery of the false data about "plaque" that allowed me to then uncover the true data about plaque and the role of the calcium pump in heart disease.
Physical SystemCalcium pump
Rate limited active transport of calcium.
Also want to include that average internal calcium concentration is different from that near the membrane. In a bulk compartment and a membrane adjacent compartment. Assume time constant of transfer between membrane adjacent and bulk compartments is tau and width of adjacent membrane compartment is "width"
The above image does not help many people understand what is a calcium pump.
I have demonstrated my understanding of the positioning concept above -- going beyond the initial definition to show images rather than words for the comparison. The use of images is developed in due course in the LRH material. The final further thought from LRH in Marketing Series #5 has to do with where the two items (the familiar and the unfamiliar) are placed, conceptually, in reference to one another.
An unfamiliar item (such as a new health care system) can be positioned as
in stark contrast to
more workable than
etc. A long list of possible relationships can and should be made up as the work on positioning goes along and as each of the subjects, all the various familiar and the unfamiliar, is better and better understood as to the details of their composition and results or workability.
Another concept in this LRH reference points out that an earlier survey of who will be the likely public to whom some communication should be aimed. For lack of the survey results that make up a complete market analysis, and based on my 30 years of talking to people who have been buying my own health products and those who have purchased some that have already been delivered that fit in the Ayurceutical category, I come up with the following public.
The public we aim at measures on a scale from high to low on the criteria shown in the pop-up window. A "low" position (1 to 3) on these items means they are not as likely to be our public while a "high" position (7 to 10) on these items means they are very likely to be our public. The ranking is higher or lower not only for the type of prospect but gives some rough weight to the relative number of that category compared with the other categories. Thus people who are familiar with Ayurvedic medicine might be good prospects but would not number as many as those who know little or nothing of Ayurvedic but shop regularly in health food stores. The results of that ranking are shown on this Pop-up window.
This evaluated list is NOT done on the basis of a standard survey, but is based on my extensive observation and experience in the health industry. It is also done in alignment with the method of personal research I've described HERE.
I've just read Marketing Series #26 and now I don't think much of the name "Ayurcream." It does not describe anything other than to someone who has gone through all the study I've done of "Ayurveda" and "Ayurceutical."
Therefore I don't expect to use that name for now. When and as "Ayurceutical" becomes better esablished we can bring Ayurcream back for use. I still think Ayurceutical is worth working on, to establish a new "philosophy" which we will not attempt to "sell" -- but rather have it available to explain the background of other products, like CalmCream, which are within the Ayurceutical family of products, and share the philosophy of Ayurceutical, but which have names that are more aligned with the LRH data in Marketing Series #26.
Marketing Series #25 is where LRH advises that you ask questions such as: "What comes to mind when I ask you to name an original work?"