| 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.
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.
In addition to analysing networks and identifying influential stakeholders, influence maps are designed to drive the strategic engagement planning process in three ways:
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.
| 8th May 2017
Turning data into a meaningful and engaging story requires both creative and analytical thinking, and this is the exactly the approach we took in this year’s entry to the 'BHBIA Analyst Team of the Year' competition. Here, Pany Koizi outlines the multi-disciplinary approach used in our journey to the finals of the competition.
| 12th April 2017
Cultural context is everything when you’re working with teams from a different background to your own. Senior Associate UX Researcher Dorottya Okros talks through the common communication and negotiation pitfalls of working with Eastern Europe and the CIS for British presenters.
| 5th April 2017
Channel strategy has long been a hot topic for pharma and is often regarded as the answer to many of today’s marketing challenges. Head of Brand Strategy Jenna Earl discusses these challenges faced by pharmaceutical marketers today, and if channel disruption is really the answer.