Repositioning

Repositioning is the act of changing the position, arrangement, or perceived role of something to improve function, usability, or strategic fit. The term spans a range of fields, from clinical care to marketing and logistics, and typically involves assessing current conditions, selecting a new position or position set, and implementing changes with consideration of safety and outcomes.

In healthcare, patient repositioning is a routine nursing and clinical practice designed to relieve pressure, enhance ventilation, and promote comfort. Common guidelines include assessing skin integrity and comfort, adjusting at set intervals (for example every two hours), and using supportive surfaces or devices. Repositioning must account for medical devices, pain, mobility limits, and risk of injury.

In marketing and business strategy, repositioning refers to changing how a product, service, or brand is perceived by the market. Goals may include targeting a new customer segment, adjusting the value proposition, pricing, or messaging, and differentiating from competitors. Repositioning may involve product changes, rebranding, or realigning distribution and promotion.

In logistics and asset management, repositioning can mean moving stock, equipment, or offices to optimize supply chains, reduce costs, or respond to demand shifts. Successful repositioning requires stakeholder alignment, clear objectives, and monitoring of metrics such as sales, utilization, or customer satisfaction. Risks include brand confusion or ineffective investments.