Deep Positioning - How Molecules become Great Medicines. Why ‘Deep Positioning’ No-one ever launched a molecule, and no-one ever will. What is the difference between your molecule in phase I and the same molecule on the market? It’s a trick question: there is no difference. The molecule won’t change from the day you take it out of the lab to the day that you put it onto the market. The only difference between those two points is the decisions that you make and the evidence that you choose to collect. The process of developing your molecule as a solution to a problem - finding a position in the market that it can occupy – that is called positioning. In this book, Mike Rea shares what he learnt during his career as one of the global leaders in pharmaceutical positioning. 'It is possible that I have done more pharmaceutical positioning than anyone else. I am pretty sure that I have seen more pharmaceutical positionings than anyone else and lucky enough to have been involved in many of the most successful positionings of all time.'