Reaching stakeholders and effectively getting your message across in the resource-stretched social and health sector is becoming increasingly challenging. A clear value proposition for a product, service or preparation, enriched with the stakeholders’ own data, often opens doors – and stakeholders’ eyes and ears – in a new way.
The benefit and value of a pharmaceutical product is clear in the minds of team members from a medical perspective. However, the same message does not necessarily appeal to different stakeholders. In addition, the main messages from the “global” rarely translate smoothly into Finnish, let alone appeal to different target groups in the specific local situation we live in.
These stakeholders include patients, relatives, patient organisations, health care professionals, wellbeing services counties and their health care organisations, third sector actors, pharmacies or decision-makers at societal or regional level. Each of these has different concerns and priorities from their own perspective, to which the value message should provide answers and solutions.
A compelling and impactful definition of the value of a medicine, treatment or service, and the resulting stakeholder-specific framework story can be created for example through a workshop, using the following concept.
The aim of the workshop exercise is to reflect together on the value that "Product A" brings to different stakeholders.
The aim of the workshop exercise is to reflect together on the value that “Product A” brings to different stakeholders and, based on this, to build value messages that address and target stakeholders.
We will start by reviewing the medical and commercial situation for the product. We then look at the environment in which we operate and analyse the main factors that influence the success of the product. Next, we identify and prioritise the stakeholders.
Fourth, we build a typical patient path for a medicinal product or treatment. Along this path, we identify the opportunities and challenges for the different stakeholders related to the medicine or treatment. These points along the patient path are called value points, and identifying or supporting them will help the patient get the right treatment at the right time.
Finally, we will define stakeholder-specific key messages based on an analysis of the current situation, prioritisation of stakeholders and clarification of the value points identified along the patient path. At the same time, we will build a story to make our key messages as engaging and impactful as possible for different stakeholders. If necessary, we will collect additional data to strengthen the story.
Ask us for more information on defining the value of a medicine, treatment or service and clarifying stakeholder-specific messaging. We are happy to tell you more.