{"id":12,"date":"2026-10-15T10:22:36","date_gmt":"2026-10-15T10:22:36","guid":{"rendered":"https:\/\/bookpublish.online\/mike\/?page_id=12"},"modified":"2026-10-15T14:00:05","modified_gmt":"2026-10-15T14:00:05","slug":"home","status":"publish","type":"page","link":"https:\/\/bookpublish.online\/mike\/","title":{"rendered":"HOME"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"12\" class=\"elementor elementor-12\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0d1415e e-con-full e-flex e-con e-parent\" data-id=\"0d1415e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7fd0336 elementor-widget elementor-widget-html\" data-id=\"7fd0336\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<!-- ================= MIKE REA \u00b7 HOME HERO (full section, 1400) \u00b7 Elementor HTML widget 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mrhShine{0%{background-position:160% 0}24%,100%{background-position:-60% 0}}\r\n\r\n\/* ---------- tablet: stack ---------- *\/\r\n@media (max-width:1024px){\r\n  .mrh::before{background:linear-gradient(180deg,rgba(228,235,242,.9) 0%,rgba(228,235,242,.75) 55%,rgba(228,235,242,.4) 100%)}\r\n  .mrh .mrh__in{grid-template-columns:minmax(0,1fr);grid-template-areas:\"text\" \"media\"}\r\n  .mrh .mrh__text{max-width:none}\r\n  .mrh .mrh__media{width:min(100%,460px);margin:28px auto 0;padding:4% 6% 8%}\r\n  .mrh .mrh__float{width:min(82%,360px)}\r\n}\r\n\r\n\/* ---------- mobile ---------- *\/\r\n@media (max-width:767px){\r\n  .mrh .mrh__eyebrow{gap:10px;font-size:10.5px;letter-spacing:.14em;margin-bottom:20px}\r\n  .mrh .mrh__eyebrow::before{animation-name:mrhGrowWs}\r\n  .mrh .mrh__ctas{flex-direction:column;align-items:stretch}\r\n  .mrh .mrh__btn{width:100%}\r\n  .mrh .mrh__formats{margin-bottom:38px}\r\n  .mrh .mrh__levers{max-width:none}\r\n  .mrh .mrh__levers-head{font-size:10px;letter-spacing:.12em}\r\n  .mrh .mrh__levers-head a{font-size:12px}\r\n  .mrh .mrh__media{margin-top:20px;padding:4% 4% 10%}\r\n  .mrh .mrh__float{width:min(78%,300px)}\r\n}\r\n\r\n@media (prefers-reduced-motion:reduce){\r\n  .mrh *,.mrh *::before,.mrh *::after{animation-duration:.01ms !important;animation-delay:0s !important;animation-iteration-count:1 !important;transition-duration:.01ms !important}\r\n}\r\n<\/style>\r\n\r\n<section class=\"mrh\" aria-label=\"Mike Rea, pharmaceutical positioning\">\r\n  <div class=\"mrh__in\">\r\n\r\n    <div class=\"mrh__text\">\r\n      <p class=\"mrh__eyebrow\"><span>Pharmaceutical Positioning <b>&middot;<\/b> Mike Rea<\/span><\/p>\r\n\r\n      <h1 class=\"mrh__title\">\r\n        <span class=\"mrh__line\"><span>The science is strong.<\/span><\/span>\r\n        <span class=\"mrh__line\"><span>Make the <em class=\"mrh__boxed\">position<\/em><\/span><\/span>\r\n        <span class=\"mrh__line\"><span><span class=\"mrh__mark\">indispensable.<\/span><\/span><\/span>\r\n      <\/h1>\r\n\r\n      <p class=\"mrh__sub\">\r\n        35+ years inside pharma's biggest positioning decisions, with a direct hand in more than half of the blockbuster launches of the last 20 years.\r\n        <strong>POSITION<\/strong> is the field guide to pharmaceutical market shaping: eight levers that get the market ready before your product arrives.\r\n      <\/p>\r\n\r\n      <div class=\"mrh__ctas\">\r\n        <!-- POSITION book page -->\r\n        <a class=\"mrh__btn mrh__btn--primary\" href=\"https:\/\/bookpublish.online\/mike\/position\/\">\r\n          Explore POSITION\r\n          <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n        <\/a>\r\n        <!-- Buy section on the POSITION page -->\r\n        <a class=\"mrh__btn mrh__btn--ghost\" href=\"https:\/\/bookpublish.online\/mike\/position\/#buy\">Buy the book<\/a>\r\n      <\/div>\r\n\r\n      <p class=\"mrh__formats\">\r\n        <span>Available in<\/span>\r\n        <a href=\"https:\/\/bookpublish.online\/mike\/position\/#buy\">eBook<\/a><i>\/<\/i>\r\n        <a href=\"https:\/\/bookpublish.online\/mike\/position\/#buy\">Paperback<\/a><i>\/<\/i>\r\n        <a href=\"https:\/\/bookpublish.online\/mike\/position\/#buy\">Hardcover<\/a>\r\n      <\/p>\r\n\r\n      <div class=\"mrh__levers\" data-mrh-levers>\r\n        <div class=\"mrh__levers-head\">\r\n          <span>The 8 POSITION levers<\/span>\r\n          <a href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\">See the framework &rarr;<\/a>\r\n        <\/div>\r\n\r\n        <div class=\"mrh__tiles\">\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Prime the Paradigm\" data-job=\"Redefine what counts as success, so today's standard of care looks inadequate.\">P<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Orchestrate Opinion Leaders\" data-job=\"KOLs are not purchased. They are partnered with.\">O<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Shape Stakeholder Narratives\" data-job=\"One value story in three currencies: physician, payer, patient.\">S<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Influence Institutional Guidelines\" data-job=\"Get your endpoint and population into the guidelines that steer prescribing.\">I<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Target Therapeutic Gaps\" data-job=\"Turn a statistic into an imperative a committee can't wave away.\">T<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Ignite Innovation Incentives\" data-job=\"Regulatory pathways are won, not requested.\">I<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Optimise Evidence\" data-job=\"Evidence is the currency. Every other lever spends it.\">O<\/a>\r\n          <a class=\"mrh__tile\" href=\"https:\/\/bookpublish.online\/mike\/position\/#framework\" data-name=\"Nurture Network Effects\" data-job=\"Make adoption self-reinforcing, not something you keep having to buy.\">N<\/a>\r\n        <\/div>\r\n\r\n        <div class=\"mrh__caption\" aria-live=\"polite\">\r\n          <span class=\"mrh__num\">01 \/ 08<\/span>\r\n          <span class=\"mrh__cap-text\">\r\n            <strong class=\"mrh__cap-name\">Prime the Paradigm<\/strong>\r\n            <span class=\"mrh__cap-job\">Redefine what counts as success, so today's standard of care looks inadequate.<\/span>\r\n          <\/span>\r\n        <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <div class=\"mrh__media\">\r\n      <span class=\"mrh__glow\" aria-hidden=\"true\"><\/span>\r\n      <span class=\"mrh__floor\" aria-hidden=\"true\"><\/span>\r\n      <a class=\"mrh__float\" href=\"https:\/\/bookpublish.online\/mike\/position\/\" aria-label=\"POSITION: The Field Guide to Pharmaceutical Positioning\">\r\n        <span class=\"mrh__tilt\">\r\n          <img class=\"mrh__book\"\r\n               src=\"\/\/bookpublish.online\/mike\/wp-content\/uploads\/2026\/10\/087d3533-e967-4e64-8421-a085a31efb9a-e1792061256393.webp\"\r\n               alt=\"POSITION: The Field Guide to Pharmaceutical Positioning by Mike Rea, book cover\"\r\n               loading=\"eager\" fetchpriority=\"high\" decoding=\"async\">\r\n          <span class=\"mrh__shine\" aria-hidden=\"true\"><\/span>\r\n        <\/span>\r\n      <\/a>\r\n    <\/div>\r\n\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  \/* lever strip: auto-cycles, hover\/focus to pick a lever *\/\r\n  var roots = document.querySelectorAll('.mrh [data-mrh-levers]:not([data-mrh-ready])');\r\n  Array.prototype.forEach.call(roots, function(root){\r\n    root.setAttribute('data-mrh-ready','1');\r\n    var tiles = 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(prefers-reduced-motion:reduce){\r\n  .mrs *,.mrs *::before,.mrs *::after,.mrs::before{transition-duration:.01ms !important;transition-delay:0s !important}\r\n}\r\n<\/style>\r\n\r\n<section class=\"mrs\" aria-label=\"Mike Rea credentials\">\r\n  <ul class=\"mrs__in\">\r\n    <li class=\"mrs__item\" style=\"--i:0\">\r\n      <span class=\"mrs__v\" data-count=\"35\" data-suffix=\"+\">35+<\/span>\r\n      <span class=\"mrs__rule\" aria-hidden=\"true\"><\/span>\r\n      <span class=\"mrs__l\">years inside pharma and biotech positioning decisions<\/span>\r\n    <\/li>\r\n    <li class=\"mrs__item\" style=\"--i:1\">\r\n      <span class=\"mrs__v\" data-count=\"50\" data-suffix=\"%+\">50%+<\/span>\r\n      <span class=\"mrs__rule\" aria-hidden=\"true\"><\/span>\r\n      <span class=\"mrs__l\">of the biggest blockbusters of the last 20 years, directly involved<\/span>\r\n    <\/li>\r\n    <li class=\"mrs__item\" style=\"--i:2\">\r\n      <span class=\"mrs__v\">Founder<\/span>\r\n      <span class=\"mrs__rule\" aria-hidden=\"true\"><\/span>\r\n      <span class=\"mrs__l\">IDEA Pharma<\/span>\r\n    <\/li>\r\n    <li class=\"mrs__item\" style=\"--i:3\">\r\n      <span class=\"mrs__v\">Inventor<\/span>\r\n      <span class=\"mrs__rule\" aria-hidden=\"true\"><\/span>\r\n      <span class=\"mrs__l\">Pharmaceutical Innovation Index<\/span>\r\n    <\/li>\r\n  <\/ul>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var bands = document.querySelectorAll('.mrs:not([data-mrs-ready])');\r\n  var reduce = window.matchMedia && window.matchMedia('(prefers-reduced-motion: reduce)').matches;\r\n\r\n  function countUp(el, delay){\r\n    var to = +el.getAttribute('data-count'), suf = el.getAttribute('data-suffix') || '';\r\n    if (reduce){ el.textContent = to + suf; return; }\r\n    el.textContent = '0' + suf;\r\n    setTimeout(function(){\r\n      var start = null;\r\n      requestAnimationFrame(function step(ts){\r\n        if (!start) start = ts;\r\n        var p = Math.min((ts - 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3px,transparent 3.5px) 0 0\/20% 100% repeat-x,linear-gradient(rgba(11,36,71,.12),rgba(11,36,71,.12)) 0 50%\/100% 2px no-repeat}\r\n.mrf .mrf__fill{position:absolute;top:50%;height:4px;margin-top:-2px;left:calc(10% + var(--at) * 20%);right:0;border-radius:4px;background:linear-gradient(90deg,var(--mrf-blue),rgba(47,107,255,.2));transform:scaleX(0);transform-origin:left;transition:transform .9s var(--mrf-ease) .2s}\r\n.mrf .mrf__panel.is-active .mrf__fill{transform:scaleX(1)}\r\n.mrf .mrf__dot{position:absolute;top:50%;left:calc(10% + var(--at) * 20%);width:18px;height:18px;margin:-9px 0 0 -9px;border-radius:50%;background:#fff;border:4px solid var(--mrf-blue);box-shadow:0 0 0 6px rgba(47,107,255,.15);scale:0;transition:scale .5s cubic-bezier(.2,.9,.25,1.4) .1s}\r\n.mrf .mrf__panel.is-active .mrf__dot{scale:1}\r\n.mrf .mrf__stages{display:grid;grid-template-columns:repeat(5,minmax(0,1fr));text-align:center;font-size:12px;font-weight:500;line-height:1.3;color:var(--mrf-ink)}\r\n\r\n\/* ---------- footer line ---------- *\/\r\n.mrf .mrf__foot{display:flex;flex-wrap:wrap;align-items:center;justify-content:space-between;gap:12px 32px;margin-top:clamp(28px,3vw,40px);padding-top:24px;border-top:1px solid var(--mrf-line)}\r\n.mrf .mrf__foot p{font-size:clamp(15px,1.3vw,18px);line-height:1.6;color:var(--mrf-ink)}\r\n.mrf .mrf__foot strong{font-weight:700;color:var(--mrf-navy)}\r\n\r\n\/* ---------- scroll reveal (only when JS is running) ---------- *\/\r\n.mrf.mrf--js .mrf__head > *,.mrf.mrf--js .mrf__panels,.mrf.mrf--js .mrf__foot{opacity:0;transform:translateY(18px);transition:opacity .8s var(--mrf-ease),transform .8s var(--mrf-ease)}\r\n.mrf.mrf--js .mrf__head > *:nth-child(2){transition-delay:.12s}\r\n.mrf.mrf--js .mrf__panels{transition-delay:.7s}\r\n.mrf.mrf--js .mrf__foot{transition-delay:.85s}\r\n.mrf.mrf--js.is-in .mrf__head > *,.mrf.mrf--js.is-in .mrf__panels,.mrf.mrf--js.is-in .mrf__foot{opacity:1;transform:none}\r\n.mrf.mrf--js .mrf__tile{opacity:0;rotate:x -90deg}\r\n.mrf.mrf--js.is-in .mrf__tile{opacity:1;rotate:none}\r\n\r\n\/* ---------- tablet ---------- *\/\r\n@media (max-width:1024px){\r\n  .mrf .mrf__name{font-size:12px}\r\n  .mrf .mrf__panel{grid-template-columns:minmax(0,1fr)}\r\n}\r\n\r\n\/* ---------- mobile ---------- *\/\r\n@media (max-width:767px){\r\n  .mrf .mrf__head{flex-direction:column;align-items:flex-start;gap:22px}\r\n  .mrf .mrf__eyebrow{font-size:10.5px;letter-spacing:.16em}\r\n  .mrf .mrf__eyebrow::before{width:24px}\r\n  .mrf .mrf__tabs{grid-template-columns:repeat(4,minmax(0,1fr));gap:8px 6px}\r\n  .mrf .mrf__tile{font-size:30px}\r\n  .mrf .mrf__meta{padding-top:10px}\r\n  .mrf .mrf__num{font-size:12px}\r\n  .mrf .mrf__num::after{margin:7px 0 0}\r\n  .mrf .mrf__name{display:none}\r\n  .mrf .mrf__panel{padding:24px 20px;border-left-width:3px}\r\n  .mrf .mrf__panel::after{font-size:180px}\r\n  .mrf .mrf__dl dd{font-size:14px}\r\n  .mrf .mrf__stages{font-size:10px}\r\n  .mrf .mrf__foot{flex-direction:column;align-items:flex-start}\r\n}\r\n\r\n@media (prefers-reduced-motion:reduce){\r\n  .mrf *,.mrf *::before,.mrf *::after{transition-duration:.01ms !important;transition-delay:0s !important}\r\n}\r\n<\/style>\r\n\r\n<section class=\"mrf\" id=\"framework\" aria-labelledby=\"mrf-title\">\r\n  <div class=\"mrf__in\">\r\n\r\n    <div class=\"mrf__head\">\r\n      <div>\r\n        <p class=\"mrf__eyebrow\">The POSITION framework<\/p>\r\n        <h2 class=\"mrf__title\" id=\"mrf-title\">Eight levers.<br>One stronger position.<\/h2>\r\n        <p class=\"mrf__sub\">A field guide to the decisions that move pharmaceutical brands from overlooked to indispensable.<\/p>\r\n      <\/div>\r\n      <a class=\"mrf__more\" href=\"https:\/\/bookpublish.online\/mike\/position\/\">\r\n        Inside the book\r\n        <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n      <\/a>\r\n    <\/div>\r\n\r\n    <div class=\"mrf__tabs\" role=\"tablist\" aria-label=\"The eight POSITION levers\">\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-1\" aria-controls=\"mrf-panel-1\" aria-selected=\"true\" tabindex=\"0\" style=\"--i:0\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">P<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">01<\/span><span class=\"mrf__name\">Prime the Paradigm<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-2\" aria-controls=\"mrf-panel-2\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:1\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">O<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">02<\/span><span class=\"mrf__name\">Orchestrate Opinion Leaders<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-3\" aria-controls=\"mrf-panel-3\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:2\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">S<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">03<\/span><span class=\"mrf__name\">Shape Stakeholder Narratives<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-4\" aria-controls=\"mrf-panel-4\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:3\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">I<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">04<\/span><span class=\"mrf__name\">Influence Institutional Guidelines<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-5\" aria-controls=\"mrf-panel-5\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:4\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">T<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">05<\/span><span class=\"mrf__name\">Target Therapeutic Gaps<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-6\" aria-controls=\"mrf-panel-6\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:5\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">I<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">06<\/span><span class=\"mrf__name\">Ignite Innovation Incentives<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-7\" aria-controls=\"mrf-panel-7\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:6\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">O<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">07<\/span><span class=\"mrf__name\">Optimise Evidence<\/span><\/span>\r\n      <\/button>\r\n      <button class=\"mrf__tab\" type=\"button\" role=\"tab\" id=\"mrf-tab-8\" aria-controls=\"mrf-panel-8\" aria-selected=\"false\" tabindex=\"-1\" style=\"--i:7\">\r\n        <span class=\"mrf__tile\" aria-hidden=\"true\">N<\/span>\r\n        <span class=\"mrf__meta\"><span class=\"mrf__num\">08<\/span><span class=\"mrf__name\">Nurture Network Effects<\/span><\/span>\r\n      <\/button>\r\n    <\/div>\r\n\r\n    <div class=\"mrf__panels\">\r\n\r\n      <div class=\"mrf__panel is-active\" role=\"tabpanel\" id=\"mrf-panel-1\" aria-labelledby=\"mrf-tab-1\" data-letter=\"P\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 01 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Prime the Paradigm<\/h3>\r\n          <p class=\"mrf__job\">Redefine what counts as success. Shift the baseline so today's standard of care looks inadequate.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Evidence, publications, KOL narratives. You are signing up to change how the market thinks about success.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase II, when your endpoint story is forming.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:1\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-2\" aria-labelledby=\"mrf-tab-2\" data-letter=\"O\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 02 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Orchestrate Opinion Leaders<\/h3>\r\n          <p class=\"mrf__job\">Rally KOL networks and advisory boards to co-author publications and symposia, seeding credibility and urgency.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Time, relationships, content. KOLs are not purchased; they are partnered with.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase II, as data emerges.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:1\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-3\" aria-labelledby=\"mrf-tab-3\" data-letter=\"S\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 03 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Shape Stakeholder Narratives<\/h3>\r\n          <p class=\"mrf__job\">Translate one value proposition into three currencies at once: evidence for the physician, return on investment for the payer, empowerment for the patient.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Messaging discipline across three audiences at once. One off-message spokesperson undoes the work for all three.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase II\/III, as the label takes shape.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:1.5\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-4\" aria-labelledby=\"mrf-tab-4\" data-letter=\"I\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 04 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Influence Institutional Guidelines<\/h3>\r\n          <p class=\"mrf__job\">Get your endpoint, comparator and patient population into the guidelines and advocacy positions that steer prescribing and coverage.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Long-term evidence generation, guideline engagement, health economics. Guidelines move slowly; you must start early.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase III, with outcomes data in hand.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:2\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-5\" aria-labelledby=\"mrf-tab-5\" data-letter=\"T\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 05 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Target Therapeutic Gaps<\/h3>\r\n          <p class=\"mrf__job\">Lay epidemiology and failure-rate data over the category until the unmet need is undeniable, turning a statistic into an imperative a committee can't wave away.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Epidemiological and real-world data work that most companies treat as a launch-adjacent nicety, not a lever in its own right.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase II onwards, as the population comes into focus.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:1\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-6\" aria-labelledby=\"mrf-tab-6\" data-letter=\"I\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 06 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Ignite Innovation Incentives<\/h3>\r\n          <p class=\"mrf__job\">Push for the regulatory pathways (breakthrough designations, accepted surrogate endpoints, orphan status) that de-risk your programme and widen who becomes eligible for it.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Regulatory strategy and precedent-setting arguments. These pathways are won, not requested.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase II\/III, before the pivotal design is locked.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:1.5\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-7\" aria-labelledby=\"mrf-tab-7\" data-letter=\"O\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 07 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Optimise Evidence<\/h3>\r\n          <p class=\"mrf__job\">Generate the trials, RWE, PROs and health-economic models that every other lever spends as currency.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Development budget and trial-design creativity. Evidence is the currency; everything else spends it.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Phase I onwards. It never stops.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:0\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n      <div class=\"mrf__panel\" role=\"tabpanel\" id=\"mrf-panel-8\" aria-labelledby=\"mrf-tab-8\" data-letter=\"N\">\r\n        <div class=\"mrf__copy\">\r\n          <span class=\"mrf__k\">Lever 08 of 08<\/span>\r\n          <h3 class=\"mrf__h3\">Nurture Network Effects<\/h3>\r\n          <p class=\"mrf__job\">Once belief is moving, build the feedback loops (patient advocacy, prescriber peer networks, payer case studies) that make adoption self-reinforcing instead of something you keep having to buy.<\/p>\r\n        <\/div>\r\n        <dl class=\"mrf__dl\">\r\n          <div><dt>What it costs you<\/dt><dd>Sustained investment after launch. The pay-off compounds, but only if it is still funded past the first year.<\/dd><\/div>\r\n          <div><dt>When it starts<\/dt><dd>Launch onwards. The lever that keeps paying.<\/dd><\/div>\r\n        <\/dl>\r\n        <div class=\"mrf__time\" style=\"--at:4\" aria-hidden=\"true\">\r\n          <div class=\"mrf__track\"><span class=\"mrf__fill\"><\/span><span class=\"mrf__dot\"><\/span><\/div>\r\n          <ol class=\"mrf__stages\"><li>Phase I<\/li><li>Phase II<\/li><li>Phase III<\/li><li>Filing<\/li><li>Launch<\/li><\/ol>\r\n        <\/div>\r\n      <\/div>\r\n\r\n    <\/div>\r\n\r\n    <div class=\"mrf__foot\">\r\n      <p>These are not eight separate workstreams. <strong>They are one system.<\/strong><\/p>\r\n    <\/div>\r\n\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var secs = document.querySelectorAll('.mrf:not([data-mrf-ready])');\r\n  var fine = window.matchMedia && window.matchMedia('(hover: hover) and (pointer: fine)').matches;\r\n\r\n  Array.prototype.forEach.call(secs, function(sec){\r\n    sec.setAttribute('data-mrf-ready', '1');\r\n    var tabs   = Array.prototype.slice.call(sec.querySelectorAll('[role=\"tab\"]'));\r\n    var panels = Array.prototype.slice.call(sec.querySelectorAll('[role=\"tabpanel\"]'));\r\n    var hoverT = null;\r\n\r\n    function select(i, focus){\r\n      tabs.forEach(function(t, k){\r\n        var on = k === i;\r\n        t.setAttribute('aria-selected', on ? 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.mrc__card{border-left:0;border-top:1px solid var(--mrc-line)}\r\n  .mrc .mrc__card:hover{background-color:transparent}\r\n  .mrc .mrc__art{max-width:460px}\r\n  .mrc .mrc__desc{max-width:620px}\r\n  .mrc .mrc__stats{max-width:460px}\r\n}\r\n\r\n\/* ---------- mobile ---------- *\/\r\n@media (max-width:767px){\r\n  .mrc .mrc__head{flex-direction:column;align-items:flex-start}\r\n  .mrc .mrc__eyebrow{font-size:10.5px;letter-spacing:.16em}\r\n  .mrc .mrc__eyebrow::before{width:24px}\r\n  .mrc .mrc__card{padding:28px 0}\r\n  .mrc .mrc__desc{font-size:14px}\r\n}\r\n\r\n@media (prefers-reduced-motion:reduce){\r\n  .mrc *,.mrc *::before,.mrc *::after{transition-duration:.01ms !important;transition-delay:0s !important}\r\n}\r\n<\/style>\r\n\r\n<section class=\"mrc\" id=\"cases\" aria-labelledby=\"mrc-title\">\r\n  <div class=\"mrc__in\">\r\n\r\n    <div class=\"mrc__head\">\r\n      <div>\r\n        <p class=\"mrc__eyebrow\">Strategy in practice<\/p>\r\n        <h2 class=\"mrc__title\" id=\"mrc-title\">Real decisions.<br>Real consequences.<\/h2>\r\n      <\/div>\r\n      <p class=\"mrc__intro\">Three cases from POSITION, read against the method: a masterclass, a contest still being decided, and a recovery the market forced.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"mrc__grid\">\r\n\r\n      <!-- ===== Case 1 \u00b7 Lipitor ===== -->\r\n      <article class=\"mrc__card\" style=\"--i:0\">\r\n        <span class=\"mrc__k\">Case 01 &middot; The masterclass<\/span>\r\n        <h3 class=\"mrc__h3\">Lipitor<\/h3>\r\n        <svg class=\"mrc__art\" viewBox=\"0 0 320 140\" aria-hidden=\"true\">\r\n          <g class=\"mrc__tex\">\r\n            <path pathLength=\"1\" d=\"M0 72 C40 30 80 30 120 70 S200 112 240 72 S300 34 320 50\"\/>\r\n            <path pathLength=\"1\" d=\"M0 84 C50 44 92 52 132 82 S212 120 252 82 S302 52 320 66\"\/>\r\n            <path pathLength=\"1\" d=\"M0 60 C34 102 92 110 142 68 S222 28 272 62 S310 96 320 90\"\/>\r\n          <\/g>\r\n          <line class=\"mrc__dash\" x1=\"0\" y1=\"40\" x2=\"320\" y2=\"40\"\/>\r\n          <text class=\"mrc__lbl\" x=\"318\" y=\"33\" text-anchor=\"end\">Old target &lt;130 mg\/dL<\/text>\r\n          <line class=\"mrc__dash mrc__dash--hi\" x1=\"0\" y1=\"104\" x2=\"320\" y2=\"104\"\/>\r\n          <text class=\"mrc__lbl mrc__lbl--hi\" x=\"318\" y=\"120\" text-anchor=\"end\">New target &lt;100 mg\/dL<\/text>\r\n          <path class=\"mrc__line mrc__line--b\" pathLength=\"1\" d=\"M26 46 V96 M18 88 L26 98 L34 88\"\/>\r\n        <\/svg>\r\n        <p class=\"mrc__desc\">\"Lower is better\" was the positioning. The market-shaping programme behind it, from new cholesterol targets to accepted surrogate endpoints, made it inevitable.<\/p>\r\n        <ul class=\"mrc__stats\">\r\n          <li><b>$150B<\/b><span>lifetime revenue<\/span><\/li>\r\n          <li><b>4M<\/b><span>cardiovascular events averted<\/span><\/li>\r\n        <\/ul>\r\n        <!-- Lipitor case on the POSITION page -->\r\n        <a class=\"mrc__link\" href=\"https:\/\/bookpublish.online\/mike\/position\/#case-lipitor\">\r\n          Explore the case study\r\n          <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n        <\/a>\r\n      <\/article>\r\n\r\n      <!-- ===== Case 2 \u00b7 Wegovy \/ Zepbound ===== -->\r\n      <article class=\"mrc__card\" style=\"--i:1\">\r\n        <span class=\"mrc__k\">Case 02 &middot; A live contest<\/span>\r\n        <h3 class=\"mrc__h3\">Wegovy \/ Zepbound<\/h3>\r\n        <svg class=\"mrc__art\" viewBox=\"0 0 320 140\" aria-hidden=\"true\">\r\n          <g class=\"mrc__tex\">\r\n            <path pathLength=\"1\" d=\"M0 44 C80 24 200 64 320 34\"\/>\r\n            <path pathLength=\"1\" d=\"M0 60 C80 40 200 80 320 50\"\/>\r\n            <path pathLength=\"1\" d=\"M0 76 C80 56 200 96 320 66\"\/>\r\n            <path pathLength=\"1\" d=\"M0 92 C80 72 200 112 320 82\"\/>\r\n            <path pathLength=\"1\" d=\"M0 108 C80 88 200 128 320 98\"\/>\r\n          <\/g>\r\n          <path class=\"mrc__line mrc__line--a\" pathLength=\"1\" d=\"M0 112 C60 70 110 52 170 56 S260 64 320 62\"\/>\r\n          <path class=\"mrc__line mrc__line--b\" pathLength=\"1\" d=\"M0 126 C80 118 130 92 172 60 S250 22 320 16\"\/>\r\n          <circle class=\"mrc__ring\" cx=\"176\" cy=\"57\" r=\"7\"\/>\r\n          <text class=\"mrc__lbl mrc__lbl--hi\" x=\"318\" y=\"8\" text-anchor=\"end\">Zepbound<\/text>\r\n          <text class=\"mrc__lbl\" x=\"318\" y=\"54\" text-anchor=\"end\">Wegovy<\/text>\r\n          <text class=\"mrc__lbl\" x=\"186\" y=\"86\">Lead changes hands<\/text>\r\n        <\/svg>\r\n        <p class=\"mrc__desc\">Two molecules, one category, and the lead changed hands while the book was being written. Novo chose the position. Lilly chose the molecule.<\/p>\r\n        <ul class=\"mrc__stats\">\r\n          <li><b>20.2% vs 13.7%<\/b><span>weight loss at 72 weeks, head to head<\/span><\/li>\r\n          <li><b>20%<\/b><span>fewer major CV events for Wegovy in SELECT<\/span><\/li>\r\n        <\/ul>\r\n        <!-- Wegovy \/ Zepbound case on the POSITION page -->\r\n        <a class=\"mrc__link\" href=\"https:\/\/bookpublish.online\/mike\/position\/#case-wegovy-zepbound\">\r\n          Explore the case study\r\n          <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n        <\/a>\r\n      <\/article>\r\n\r\n      <!-- ===== Case 3 \u00b7 PCSK9 inhibitors ===== -->\r\n      <article class=\"mrc__card\" style=\"--i:2\">\r\n        <span class=\"mrc__k\">Case 03 &middot; The recovery<\/span>\r\n        <h3 class=\"mrc__h3\">PCSK9 inhibitors<\/h3>\r\n        <svg class=\"mrc__art\" viewBox=\"0 0 320 140\" aria-hidden=\"true\">\r\n          <g class=\"mrc__tex\">\r\n            <line x1=\"0\" y1=\"56\" x2=\"320\" y2=\"56\"\/>\r\n            <line x1=\"0\" y1=\"82\" x2=\"320\" y2=\"82\"\/>\r\n            <line x1=\"0\" y1=\"108\" x2=\"320\" y2=\"108\"\/>\r\n          <\/g>\r\n          <line class=\"mrc__dash\" x1=\"88\" y1=\"30\" x2=\"320\" y2=\"30\"\/>\r\n          <path class=\"mrc__line mrc__line--b\" pathLength=\"1\" d=\"M0 30 H88 L104 116 H142 V96 H186 V76 H230 V58 H274 V42 H320\"\/>\r\n          <text class=\"mrc__lbl\" x=\"2\" y=\"20\">On paper<\/text>\r\n          <text class=\"mrc__lbl\" x=\"104\" y=\"132\">In practice<\/text>\r\n          <text class=\"mrc__lbl mrc__lbl--hi\" x=\"318\" y=\"70\" text-anchor=\"end\">Recovery<\/text>\r\n        <\/svg>\r\n        <p class=\"mrc__desc\">Extraordinary LDL data, launched as \"the most effective LDL lowerer\" into a market that needed \"for these patients\", not \"better\". The recovery was available at launch.<\/p>\r\n        <ul class=\"mrc__stats\">\r\n          <li><b>50&ndash;60%<\/b><span>LDL reduction at launch<\/span><\/li>\r\n          <li><b>$14,000<\/b><span>a year, against generic statins<\/span><\/li>\r\n        <\/ul>\r\n        <!-- PCSK9 case on the POSITION page -->\r\n        <a class=\"mrc__link\" href=\"https:\/\/bookpublish.online\/mike\/position\/#case-pcsk9\">\r\n          Explore the case study\r\n          <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n        <\/a>\r\n      <\/article>\r\n\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var secs = document.querySelectorAll('.mrc:not([data-mrc-ready])');\r\n  Array.prototype.forEach.call(secs, function(sec){\r\n    sec.setAttribute('data-mrc-ready', '1');\r\n    if (!('IntersectionObserver' in window)) return;\r\n    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6px;background:var(--mrd-blue);transform-origin:left;transition:transform .7s var(--mrd-ease) .9s}\r\n.mrd .mrd__arrow::after{content:\"\";position:absolute;right:-1px;top:50%;width:8px;height:8px;margin-top:-4px;border-top:2px solid var(--mrd-blue);border-right:2px solid var(--mrd-blue);transform:rotate(45deg)}\r\n\r\n\/* ---------- scroll reveal (only when JS is running) ---------- *\/\r\n.mrd.mrd--js .mrd__main > *,.mrd.mrd--js .mrd__side > *{opacity:0;transform:translateY(16px);transition:opacity .8s var(--mrd-ease),transform .8s var(--mrd-ease)}\r\n.mrd.mrd--js .mrd__side > *{transition-delay:.25s}\r\n.mrd.mrd--js.is-in .mrd__main > *,.mrd.mrd--js.is-in .mrd__side > *{opacity:1;transform:none}\r\n.mrd.mrd--js .mrd__side::before{transform:scaleY(0)}\r\n.mrd.mrd--js.is-in .mrd__side::before{transform:none}\r\n\/* the claims get struck through, one by one *\/\r\n.mrd.mrd--js .mrd__myths li::after{transform:scaleX(0)}\r\n.mrd.mrd--js.is-in .mrd__myths li::after{transform:scaleX(1)}\r\n.mrd.mrd--js.is-in .mrd__myths li,.mrd:not(.mrd--js) .mrd__myths li{color:rgba(11,36,71,.5);background-color:rgba(255,255,255,.35)}\r\n.mrd.mrd--js .mrd__arrow{transform:scaleX(0)}\r\n.mrd.mrd--js.is-in .mrd__arrow{transform:none}\r\n\r\n\/* ---------- tablet + mobile: stack ---------- *\/\r\n@media (max-width:1024px){\r\n  .mrd .mrd__in{grid-template-columns:minmax(0,1fr)}\r\n  .mrd .mrd__main{padding-right:0}\r\n  .mrd .mrd__side{margin-top:44px;padding:44px 0 0}\r\n  .mrd .mrd__side::before{left:0;right:0;top:0;bottom:auto;width:auto;height:1px;transform-origin:left}\r\n  .mrd.mrd--js .mrd__side::before{transform:scaleX(0)}\r\n  .mrd::after{opacity:.6}\r\n}\r\n@media (max-width:767px){\r\n  .mrd .mrd__eyebrow{font-size:10.5px;letter-spacing:.16em}\r\n  .mrd .mrd__eyebrow::before{width:24px}\r\n  .mrd .mrd__myths li{font-size:13px;padding:8px 12px}\r\n  .mrd .mrd__flow{grid-template-columns:minmax(0,1fr) 34px minmax(0,1fr)}\r\n  .mrd .mrd__node{padding:12px}\r\n  .mrd .mrd__node b{font-size:13px}\r\n  .mrd::after{display:none}\r\n}\r\n\r\n@media (prefers-reduced-motion:reduce){\r\n  .mrd *,.mrd *::before,.mrd *::after{transition-duration:.01ms !important;transition-delay:0s !important}\r\n}\r\n<\/style>\r\n\r\n<section class=\"mrd\" aria-label=\"About Mike Rea and Deep Positioning\">\r\n  <div class=\"mrd__in\">\r\n\r\n    <!-- ===== left: the discipline ===== -->\r\n    <div class=\"mrd__main\">\r\n      <p class=\"mrd__eyebrow\">About Mike Rea<\/p>\r\n      <h2 class=\"mrd__title\">Positioning is a discipline.<br>Not a tagline.<\/h2>\r\n\r\n      <ul class=\"mrd__myths\" aria-label=\"Claims that are not positionings\">\r\n        <li style=\"--i:0\">Best in class<\/li>\r\n        <li style=\"--i:1\">Best in efficacy<\/li>\r\n        <li style=\"--i:2\">A favourable safety profile<\/li>\r\n      <\/ul>\r\n      <p class=\"mrd__quote\">Not positionings. <em>Hopes wearing the costume of a claim.<\/em><\/p>\r\n\r\n      <p class=\"mrd__text\">Mike Rea is the founder of IDEA Pharma and creator of the Pharmaceutical Innovation Index, and has spent 35+ years inside the decisions that turn molecules into medicines.<\/p>\r\n\r\n      <a class=\"mrd__link\" href=\"https:\/\/bookpublish.online\/mike\/about\/\">\r\n        About Mike\r\n        <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n      <\/a>\r\n    <\/div>\r\n\r\n    <!-- ===== right: Deep Positioning, the supporting prior work ===== -->\r\n    <div class=\"mrd__side\">\r\n      <p class=\"mrd__eyebrow\">Prior work<\/p>\r\n      <h3 class=\"mrd__h3\">Deep Positioning<\/h3>\r\n      <p class=\"mrd__text\">The argument behind the field guide. <em>Deep Positioning<\/em> showed why the gap between strong science and a weak position exists. <em>POSITION<\/em> shows how to close it.<\/p>\r\n\r\n      <div class=\"mrd__flow\" aria-label=\"How the two books relate\">\r\n        <div class=\"mrd__node\"><b>Deep Positioning<\/b><span>Shapes the product<\/span><\/div>\r\n        <span class=\"mrd__arrow\" aria-hidden=\"true\"><\/span>\r\n        <div class=\"mrd__node mrd__node--hi\"><b>POSITION<\/b><span>Shapes the market<\/span><\/div>\r\n      <\/div>\r\n\r\n      <a class=\"mrd__link\" href=\"https:\/\/bookpublish.online\/mike\/deep-positioning\/\">\r\n        Explore Deep Positioning\r\n        <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n      <\/a>\r\n    <\/div>\r\n\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var secs = document.querySelectorAll('.mrd:not([data-mrd-ready])');\r\n  Array.prototype.forEach.call(secs, function(sec){\r\n    sec.setAttribute('data-mrd-ready', '1');\r\n    if (!('IntersectionObserver' in window)) return;\r\n    sec.classList.add('mrd--js');\r\n    var io = new 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 .mrw .mrw__head{flex-direction:column;align-items:flex-start}\r\n  .mrw .mrw__eyebrow{font-size:10.5px;letter-spacing:.16em}\r\n  .mrw .mrw__eyebrow::before{width:24px}\r\n  .mrw .mrw__card{padding:24px 20px}\r\n  .mrw .mrw__top{margin-bottom:20px}\r\n  .mrw .mrw__foot{flex-direction:column;align-items:stretch}\r\n  .mrw .mrw__btn{width:100%}\r\n  .mrw .mrw__link{align-self:flex-start}\r\n}\r\n\r\n@media (prefers-reduced-motion:reduce){\r\n  .mrw *,.mrw *::before,.mrw *::after{transition-duration:.01ms !important;transition-delay:0s !important}\r\n}\r\n<\/style>\r\n\r\n<section class=\"mrw\" aria-labelledby=\"mrw-title\">\r\n  <div class=\"mrw__in\">\r\n\r\n    <div class=\"mrw__head\">\r\n      <div>\r\n        <p class=\"mrw__eyebrow\">Who it's for<\/p>\r\n        <h2 class=\"mrw__title\" id=\"mrw-title\">Fewer frameworks you'll forget.<br>More moves for Monday morning.<\/h2>\r\n      <\/div>\r\n      <p class=\"mrw__intro\">Written for the people who make positioning decisions inside pharma and biotech: brand, launch, medical affairs and market access teams.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"mrw__grid\">\r\n\r\n      <article class=\"mrw__card\" style=\"--i:0\">\r\n        <div class=\"mrw__top\"><span class=\"mrw__num\">01<\/span><span class=\"mrw__tag\">Drug launch strategy<\/span><\/div>\r\n        <h3 class=\"mrw__h3\">Preparing a launch<\/h3>\r\n        <p class=\"mrw__desc\">The market has to be ready before the product arrives. Most of the levers start in Phase II, years before filing, not in the launch plan.<\/p>\r\n        <p class=\"mrw__uses\">Levers you'll pull<\/p>\r\n        <ul class=\"mrw__levers\">\r\n          <li><b aria-hidden=\"true\">P<\/b>Prime the Paradigm<\/li>\r\n          <li><b aria-hidden=\"true\">T<\/b>Target Therapeutic Gaps<\/li>\r\n          <li><b aria-hidden=\"true\">I<\/b>Influence Institutional Guidelines<\/li>\r\n        <\/ul>\r\n      <\/article>\r\n\r\n      <article class=\"mrw__card\" style=\"--i:1\">\r\n        <div class=\"mrw__top\"><span class=\"mrw__num\">02<\/span><span class=\"mrw__tag\">Market access &middot; Medical affairs<\/span><\/div>\r\n        <h3 class=\"mrw__h3\">Rescuing a brand in decline<\/h3>\r\n        <p class=\"mrw__desc\">Better on paper, lost in practice. Recovery usually means a narrower segment, the right comparator, and a story each stakeholder can repeat.<\/p>\r\n        <p class=\"mrw__uses\">Levers you'll pull<\/p>\r\n        <ul class=\"mrw__levers\">\r\n          <li><b aria-hidden=\"true\">S<\/b>Shape Stakeholder Narratives<\/li>\r\n          <li><b aria-hidden=\"true\">O<\/b>Optimise Evidence<\/li>\r\n          <li><b aria-hidden=\"true\">N<\/b>Nurture Network Effects<\/li>\r\n        <\/ul>\r\n      <\/article>\r\n\r\n      <article class=\"mrw__card\" style=\"--i:2\">\r\n        <div class=\"mrw__top\"><span class=\"mrw__num\">03<\/span><span class=\"mrw__tag\">Pharma marketing &middot; KOL engagement<\/span><\/div>\r\n        <h3 class=\"mrw__h3\">Rewriting a positioning nobody believes<\/h3>\r\n        <p class=\"mrw__desc\">If every competitor can say it, it is not a position. Replace \"best\" with words that are sharper, narrower and harder to steal.<\/p>\r\n        <p class=\"mrw__uses\">Levers you'll pull<\/p>\r\n        <ul class=\"mrw__levers\">\r\n          <li><b aria-hidden=\"true\">P<\/b>Prime the Paradigm<\/li>\r\n          <li><b aria-hidden=\"true\">O<\/b>Orchestrate Opinion Leaders<\/li>\r\n          <li><b aria-hidden=\"true\">S<\/b>Shape Stakeholder Narratives<\/li>\r\n        <\/ul>\r\n      <\/article>\r\n\r\n    <\/div>\r\n\r\n    <div class=\"mrw__foot\">\r\n      <!-- main purchase link -->\r\n      <a class=\"mrw__btn\" href=\"\/position\/#buy\">\r\n        Get POSITION\r\n        <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n      <\/a>\r\n      <a class=\"mrw__link\" href=\"#framework\">\r\n        See all eight levers\r\n        <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n      <\/a>\r\n      <span class=\"mrw__formats\">eBook &middot; Paperback &middot; Hardcover<\/span>\r\n    <\/div>\r\n\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var secs = document.querySelectorAll('.mrw:not([data-mrw-ready])');\r\n  var fine = window.matchMedia && window.matchMedia('(hover: hover) and (pointer: fine)').matches;\r\n  Array.prototype.forEach.call(secs, function(sec){\r\n    sec.setAttribute('data-mrw-ready', '1');\r\n\r\n    \/* light follows the cursor inside each card *\/\r\n    if (fine){\r\n      Array.prototype.forEach.call(sec.querySelectorAll('.mrw__card'), function(card){\r\n        card.addEventListener('pointermove', function(e){\r\n          var r = card.getBoundingClientRect();\r\n          card.style.setProperty('--x', (e.clientX - r.left) + 'px');\r\n          card.style.setProperty('--y', (e.clientY - r.top) + 'px');\r\n        });\r\n      });\r\n    }\r\n\r\n    \/* 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      <img class=\"mrab__img\"\r\n               src=\"\/\/bookpublish.online\/mike\/wp-content\/uploads\/2026\/10\/unnamed.webp\"\r\n               alt=\"Mike Rea, pharmaceutical positioning expert\"\r\n               loading=\"lazy\" decoding=\"async\">\r\n        <\/div>\r\n      <\/div>\r\n    <\/figure>\r\n\r\n    <div class=\"mrab__copy\">\r\n      <p class=\"mrab__eyebrow\">About Mike<\/p>\r\n      <h2 class=\"mrab__title\" id=\"mrab-title\">The industry's leading <em>positioning<\/em> expert.<\/h2>\r\n      <p class=\"mrab__text\">Mike Rea has spent more than 35 years inside pharma and biotech's biggest positioning decisions, with direct involvement in <strong>more than half of the blockbuster launches of the last 20 years<\/strong>. He founded IDEA Pharma, created the Pharmaceutical Innovation Index, and wrote POSITION.<\/p>\r\n      <ul class=\"mrab__facts\">\r\n        <li><b>Founder<\/b><span>IDEA Pharma<\/span><\/li>\r\n        <li><b>Inventor<\/b><span>Pharmaceutical Innovation Index<\/span><\/li>\r\n        <li><b>Author<\/b><span>POSITION &middot; Deep Positioning<\/span><\/li>\r\n      <\/ul>\r\n      <blockquote class=\"mrab__quote\">\"Positioning is not what you do to a mind. It is what you do to a product, before there is one.\"<\/blockquote>\r\n      <div class=\"mrab__ctas\">\r\n        <a class=\"mrab__btn\" href=\"https:\/\/bookpublish.online\/mike\/about\/\">\r\n          More about Mike\r\n          <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n        <\/a>\r\n        <a class=\"mrab__icon\" href=\"https:\/\/www.linkedin.com\/in\/bigidea\/\" target=\"_blank\" rel=\"noopener\" aria-label=\"Mike Rea on LinkedIn\">\r\n          <svg viewBox=\"0 0 24 24\" aria-hidden=\"true\"><path d=\"M20.45 20.45h-3.56v-5.57c0-1.33-.02-3.04-1.85-3.04-1.85 0-2.14 1.45-2.14 2.94v5.67H9.35V9h3.41v1.56h.05c.48-.9 1.64-1.85 3.37-1.85 3.6 0 4.27 2.37 4.27 5.46v6.28zM5.34 7.43a2.06 2.06 0 1 1 0-4.13 2.06 2.06 0 0 1 0 4.13zM7.12 20.45H3.56V9h3.56v11.45z\"\/><\/svg>\r\n        <\/a>\r\n      <\/div>\r\n    <\/div>\r\n\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var secs = document.querySelectorAll('.mrab:not([data-mrab-ready])');\r\n  var reduce = window.matchMedia && window.matchMedia('(prefers-reduced-motion: reduce)').matches;\r\n\r\n  function countUp(el){\r\n    var to = +el.getAttribute('data-count'), suf = el.getAttribute('data-suffix') || '';\r\n    if (reduce){ el.textContent = to + suf; return; }\r\n    var start = null;\r\n    requestAnimationFrame(function step(ts){\r\n      if (!start) start = ts;\r\n      var p = Math.min((ts - 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They fail because no one can say, <span class=\"mrq__hl\">in one sentence,<\/span> why a doctor or patient should choose them over what's already on the shelf.<\/p>\r\n      <\/blockquote>\r\n      <figcaption class=\"mrq__cap\">\r\n        <span class=\"mrq__who\"><span><b>Mike Rea<\/b>, <i>POSITION: The Field Guide to Pharmaceutical Positioning<\/i><\/span><\/span>\r\n        <a class=\"mrq__link\" href=\"\/position\/\">\r\n          Find your sentence\r\n          <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M1 8h13M9 3l5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.8\"\/><\/svg>\r\n        <\/a>\r\n      <\/figcaption>\r\n    <\/figure>\r\n  <\/div>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  var secs = document.querySelectorAll('.mrq:not([data-mrq-ready])');\r\n  var reduce = window.matchMedia && window.matchMedia('(prefers-reduced-motion: reduce)').matches;\r\n\r\n  \/* wrap every word in a span, keeping the markup (and the highlight) intact *\/\r\n  function wrapWords(el){\r\n    var walker = document.createTreeWalker(el, NodeFilter.SHOW_TEXT, null), nodes = [];\r\n    while (walker.nextNode()) nodes.push(walker.currentNode);\r\n    nodes.forEach(function(n){\r\n      var frag = document.createDocumentFragment();\r\n      n.nodeValue.split(\/(\\s+)\/).forEach(function(part){\r\n        if (!part) return;\r\n        if (\/^\\s+$\/.test(part)) { frag.appendChild(document.createTextNode(part)); return; }\r\n        var s = document.createElement('span');\r\n        s.className = 'mrq__w';\r\n        s.textContent = part;\r\n        frag.appendChild(s);\r\n      });\r\n      n.parentNode.replaceChild(frag, n);\r\n    });\r\n    return Array.prototype.slice.call(el.querySelectorAll('.mrq__w'));\r\n  }\r\n\r\n  Array.prototype.forEach.call(secs, function(sec){\r\n    sec.setAttribute('data-mrq-ready', '1');\r\n    if (reduce) return;\r\n    var quote = sec.querySelector('.mrq__quote');\r\n    var hl    = sec.querySelector('.mrq__hl');\r\n    var words = wrapWords(quote);\r\n    var hlLast = hl ? hl.querySelectorAll('.mrq__w') : [];\r\n    hlLast = hlLast[hlLast.length - 1];\r\n    var lit = -1, raf = null;\r\n    sec.classList.add('mrq--js');\r\n\r\n    function update(){\r\n      raf = null;\r\n      var r = quote.getBoundingClientRect(), vh = window.innerHeight || document.documentElement.clientHeight;\r\n      \/* 0 when the quote enters at 85% of the screen, 1 when its end reaches about 40% *\/\r\n      var p = (vh * 0.85 - r.top) \/ (r.height + vh * 0.45);\r\n      p = Math.max(0, Math.min(1, p));\r\n      var n = Math.round(p * words.length);\r\n      \/* bottom of the page reached: show the whole quote *\/\r\n      if (vh + (window.pageYOffset || 0) >= document.documentElement.scrollHeight - 2) n = words.length;\r\n      if (n === lit) return;\r\n      lit = n;\r\n      for (var i = 0; i < words.length; i++) words[i].classList.toggle('is-on', i < n);\r\n      if (hl) hl.classList.toggle('is-on', !!(hlLast && hlLast.classList.contains('is-on')));\r\n    }\r\n    function onScroll(){ if (!raf) raf = requestAnimationFrame(update); }\r\n    window.addEventListener('scroll', onScroll, { passive: true });\r\n    window.addEventListener('resize', onScroll);\r\n    update();\r\n  });\r\n})();\r\n<\/script>\r\n<!-- ================= \/PULL-QUOTE ================= -->\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0cc050f mr-contact e-flex e-con-boxed e-con e-parent\" data-id=\"0cc050f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-d17f633 e-con-full e-flex e-con e-child\" data-id=\"d17f633\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e6eec7 elementor-widget elementor-widget-heading\" data-id=\"2e6eec7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Let\u2019s find your sentence.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b801a61 elementor-widget elementor-widget-text-editor\" data-id=\"b801a61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\tPreparing a launch, rescuing a brand in decline, or rewriting a positioning nobody outside the building believes? Send a short note about your programme, a speaking invitation or a media request, and you will hear back as soon as possible.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cbc6746 elementor-widget elementor-widget-text-editor\" data-id=\"cbc6746\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\tThe best time to fix a position is Phase II, while there is still time to change the product. If that is where you are, I would like to hear about it.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63da85f elementor-widget elementor-widget-heading\" data-id=\"63da85f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">info@mikerea.co.uk\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e56bb87 e-con-full e-flex e-con e-child\" data-id=\"e56bb87\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-99f1837 elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"99f1837\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"New Form\" aria-label=\"New Form\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"12\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"99f1837\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"12\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-above\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-name elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-name\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tName\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[name]\" id=\"form-field-name\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"Name\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"Email\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-textarea elementor-field-group elementor-column elementor-field-group-message elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-message\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tMessage\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t<textarea class=\"elementor-field-textual elementor-field  elementor-size-sm\" name=\"form_fields[message]\" id=\"form-field-message\" rows=\"4\" placeholder=\"Message\"><\/textarea>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Send<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Pharmaceutical Positioning &middot; Mike Rea The science is strong. Make the position indispensable. 35+ years inside pharma&#8217;s biggest positioning decisions, with a direct hand in more than half of the blockbuster launches of the last 20 years. POSITION is the field guide to pharmaceutical market shaping: eight levers that get the market ready before your [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-12","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/pages\/12","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/comments?post=12"}],"version-history":[{"count":100,"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/pages\/12\/revisions"}],"predecessor-version":[{"id":217,"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/pages\/12\/revisions\/217"}],"wp:attachment":[{"href":"https:\/\/bookpublish.online\/mike\/wp-json\/wp\/v2\/media?parent=12"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}