Influence mapping to improve the efficiency and effectiveness of your messaging

Pany Koizi|1st March 2017

The perpetually evolving nature of the healthcare market means that healthcare companies regularly find themselves in new and unfamiliar environments. As companies work to find innovative marketing techniques to cut through the noise, influence mapping has seen an increase in popularity. Such mapping programs are designed with the objective of moving away from the traditionally ad-hoc nature of stakeholder engagement, and into the more forward-looking strategic engagement planning process.

Associate Consultant Pany Koizi talks through how to get the most out of the influence mapping process.

Stakeholder and influencer mapping: a roadmap to success

Beyond the visible organisational structure lies a more complex and intricate series of connections that flow across individuals, resources, and organisations. A stakeholder influence map visualises the myriad connections between stakeholders that dictate how a decision is made. In fluctuating market conditions, healthcare companies can use stakeholder influence maps as, quite simply, a roadmap to identify and reach the most influential stakeholders for the decision they want to target.

Stakeholder influence maps are constructed for any number of given decisions, but a common feature in each of these situations is reacting to a change in market dynamics. An example could be a pharmaceutical company exploiting a new indication for an existing drug. Given the new indication, the company is unlikely to be aware of the influencers within the new therapy area. Visualising the environment through a stakeholder influence map would allow the company to better identify and create more-informed engage plans for influential stakeholders.

Leveraging stakeholder influence maps to communicate a relevant, credible and coordinated message

In addition to analysing networks and identifying influential stakeholders, influence maps are designed to drive the strategic engagement planning process in three ways:

1. Optimising relevance

Communication is only as effective as the relevance of the message. A typical stakeholder map will also house information that allows team members to create a custom plan based on the drivers and pain points of individual stakeholders. A comprehensive stakeholder map will also outline preferred sources of information and mediums of communication for each stakeholder, further increasing the relevance and effectiveness of the message. It is also possible to analyse the prevalence of drivers or pain points within networks or micro-networks, allowing the optimisation of message for entire communities of stakeholders.

What everyone forgets about good organisational change in pharma

Natasha Cowan, Daphne Chung|11th October 2018

Natasha Cowan speaks to Daphne Chung, Head of Organisational Transformation, to learn how she ensures smooth organisational change that takes all stakeholders into account.

read more

The outlook for oncology marketing

Fred Bassett, David Cooney|2nd October 2018

Co-founder and Head of Strategy Fred Bassett and Senior Consultant David Cooney give their expert views in the latest MM&M 'Oncology Marketing Perspectives' eBook. Dowload it now to find out what's next for the cancer sector. 

read more

The dark side of direct-to-consumer genetic tests

Natasha Cowan|28th September 2018

Direct-to-consumer testing is an affordable way to better understand your DNA, but is this a leap forward in innovation or another layer clouding an already complex market? From anxious patients to unnecessary surgeries, we reveal the barriers for healthcare professionals and patients, and how to solve these industry challenges.

read more