Correspondence: Peter Dumovic, Novartis Pharmaceuticals Corporation One Health Plaza East Hanover New Jersey 07936 USA. Tel: +1 973 543 1278; Fax: +1 973 543 5685; e-mail: peter.dumovic@novartis.com

¹is a marketer at Novartis Pharmaceuticals Corp., and is the North American Editor of the Journal of Medical Marketing. He has an extensive breadth and depth of pharmaceutical industry experience in Marketing, Sales, Clinical Research and Development, Key Opinion Leader support and New Product Development.

²is president of Brand Ubiquity Ltd. and has over 20 years of marketing experience in the healthcare, consumer goods and information technology industries. He specialises in helping companies build high performance marketing organisations. His clients include some of the world's leading healthcare companies.

Received 7 August 2007; Revised 7 August 2007.

Abstract

Six questions and two critical success factors are offered as a practical guide to aid in the search for viable, sustainable product-driven differentiators aimed at enhancing competitive advantage.