Please login to the form below

Influence mapping to improve the efficiency and effectiveness of your messaging

As companies work to find innovative marketing techniques to cut through the noise, influence mapping has seen an increase in popularity. Associate Consultant Pany Koizi talks through how to get the most out of the influence mapping process.
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.


 Download the full article from Blue Latitude Health

1st March 2017

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom

Latest content on this profile

Q&A with Dr Timothy Vollmer, leading MS Neurologist
Blue Latitude Health sits down with key opinion leader and specialist neurologist Dr Timothy Vollmer to better understand the paradigm shift in MS treatment. He explains the challenges neurologists face when making treatment decisions, and why patients need to be treated with more efficacious drugs earlier on.
Blue Latitude Health
Living my best life with multiple sclerosis
Multi-award-winning advocate and patient engagement champion Trishna Bharadia gives a valuable insight into life with multiple sclerosis. She explains how treatment has changed, how our healthcare systems and pharma can unite to improve quality of life for MS patients today, and why her diagnosis isn’t stopping her achieving her goals.
Blue Latitude Health
Creative review: ESMO 2018
BLH reviews the creative concepts exhibited at the European Society for Medical Oncology (ESMO) 2018 Congress, crowning our best booth winners and giving key insights on how to develop an inspiring design for your booth.
Blue Latitude Health
A unique tool for turning data into brand strategy
Head of Insight Martine Leroy, uses her 25+ years’ experience to develop an exclusive perceptual framework for research design and analysis, which generates a deeper understanding of customer needs and the changing market dynamics
Blue Latitude Health
Positive disruption: getting to the bottom of big data
BLH speaks to Nicole Huyghe, founder and Managing Director of data science consultancy Boobook, about the growing need from businesses for data-driven decision making.
Blue Latitude Health
We've moved!
Blue Latitude Health has moved office to a new location in Barbican, Central London, following a year of substantial growth.
Blue Latitude Health