Positioning & Messaging — Turning Consumer Insights into GTM Readiness
Positioning Anna meant more than describing features, it was about telling a story that connected with our personas’ real needs. This new color series launch visual became one of the first assets to reflect that story.
Role & Challenge
Building on the consumer personas and VoC insights, I transformed research into a precise positioning and messaging framework for Anna, a TENS-powered wearable paired with an AI-enabled menstrual wellness app. For CES, Anna needed to stand apart from OTC medications, invasive procedures, and competing FemTech devices.
The challenge: carving out a distinct, research-backed market position and ensuring our launch story resonated equally with buyers (investors, partners) and end users (women seeking drug-free pain relief).
Objective
Define Anna’s market space relative to competitors.
Translate insights into unique selling points, benefits, and messaging pillars.
Align Sales, Product, and Marketing around one positioning statement before CES.
What I Did
Competitive analysis: I benchmarked Anna against Livia, Myoovi, and Flo, highlighting whitespace in the FemTech landscape. This involved a comprehensive review of its features, user feedback, and market positioning to identify areas where Anna could differentiate itself.
Positioning statement: I crafted Anna’s distinct narrative, highlighting its unique design as the only design-forward, app-connected wearable combining hardware + SaaS for menstrual pain. This unique design is what sets Anna apart in the market.
Messaging pillars: I built a framework around the cornerstones of safety, drug-free relief, accessibility, and fast-acting results. These pillars ensure that Anna is not only practical but also safe and accessible to all users.
Top-line benefits: Condensed insights into simple, repeatable takeaways for sales, product explainers, and CES demos.
Cross-functional alignment: I presented the findings to the Product, Sales, and Marketing teams, ensuring that we were all on the same page and confident in our positioning before asset creation.
Output
Positioning statement + competitor mapping (Anna vs. Livia, Myoovi, Flo).
Messaging pillars and benefit takeaways.
Competitive analysis table (“Competitive Analysis” doc + printable version).
Clear tagline: “Your ambition doesn’t take a break. Your body shouldn’t either.”
Impact
Anchored the CES launch strategy in validated positioning.
Equipped Sales with battlecards, messaging frameworks, and objection-handling assets.
Differentiated Anna as the only hybrid wearable + SaaS solution in its category.
Next, find what I did for Positioning below.
Positioning defines the unique space your product owns in your customer’s mind and how it stands out in the market.
Positioning
In product marketing, positioning defines how your audience perceives your product relative to competitors. It's not just about features, it's about the problem you solve, the value you deliver, and why that matters. For Anna, I built a positioning framework grounded in consumer insights, competitive analysis, and messaging strategy. This involved extensive research and analysis to understand the needs of our target audience and the competitive landscape. Anna belongs to the FemTech / SaaS-enabled Wearable category.
Anna's Positioning Statement
Anna is a sleek, customizable wearable with an AI-powered app that delivers pill-free menstrual pain relief through proven TENS and heat therapy. It's discreet, portable, and designed to move naturally with your body, helping you stay active without any side effects. Anna is here to solve the problem of menstrual pain, and we understand how important that is to you.
Competitive Positioning
Livia — Hardware wearable, FDA-cleared TENS device marketed as a fast, drug-free pain relief solution.
Myoovi — Direct-to-consumer, affordable TENS device positioned as a quick, budget-friendly option.
Flo — Leading menstrual health app, positioned around personalized cycle tracking and wellness insights.
Quick analysis of Anna with other competitors.
Key Takeaways
Overall design — Anna combines hardware + SaaS for a differentiated femtech experience.
Lifestyle Fit — Portable, discreet, and customizable for different environments and pain levels.
Clear Market Gap — Competitors focus on either pain relief hardware (Livia, Myoovi) or cycle tracking software (Flo), leaving Anna as the only integrated option.
Next up is Messaging
Messaging drives what needs to be conveyed to the audience about the product, from sales decks to social media posts.
Messaging
Messaging translates positioning into the language customers connect with. Through research, we identified the top challenges women face with existing options — OTC medications, invasive procedures, and bulky devices. To address these, I created a messaging framework that not only maps Anna's unique solutions to clear, tangible benefits but also emphasizes the empowerment it brings. Each message speaks directly to consumer pain points and reframes them as empowering outcomes, ensuring consistency across sales, product, and marketing touchpoints.
The framework below outlines the Problem → Solution → Benefit angles across Anna's three most critical competitive comparisons.
Problem–Solution–Benefit framework highlighting how Anna addresses user pain points and communicates clear, persona-driven value.
Key Takeaway
Each messaging block, with its adaptability, was directly transformed into sales talk tracks, CES demo scripts, and digital campaigns, effectively tying Anna’s benefits back to user pain points. For instance, I designed sales battlecards to equip reps with answers to objections like: “Unlike OTC pills, Anna provides consistent relief without side effects or daily dose tracking—so you can stay focused at work without interruptions.”
This framework gave every team clarity: Product and UX saw how features translated to outcomes, Sales gained objection-handling language, and Marketing had a tested narrative system for campaigns. It became the foundation for our CES launch story, a narrative that we crafted to introduce Anna to the market at the Consumer Electronics Show (CES) compellingly and memorably.
From here, you’ll find examples of how I worked with teams to bring this framework into execution across:
Problem Marketing — sales battle cards and one-page explainers
Solution Marketing — CES explainers and demo scripts
Benefit Marketing — digital campaigns, email, and infographics
Because March Health was a lean startup, I also stepped in as the PR lead, tying product assets to external communications for a unified market presence. This included press releases, one-pagers, influencer marketing assets, CEO media preps, and social media campaigns. PR examples are available upon request.
Next up, Sales battle cards focused on Problem Marketing.
