A range of stakeholders in your ecosystem influence product adoption – long before your product reaches the patient. This might include internal stakeholders (such as your sales team), procurement departments, healthcare administrators, HCPs, pharmacists, parents and more.

A thorough understanding of each stakeholder helps determine what to communicate, and how.

Typical topics for exploration

• Which stakeholders engage with your product?
• What are their needs and objectives?
• How will your product meet these needs?
• What is preventing stakeholders from adopting your product?
• Which competitors are vying for stakeholders’ attention?

Access to healthcare stakeholders is typically limited.

Getting the best outcome from your engagement time requires considered messaging that addresses stakeholders’ concerns and pain points.

Typical topics for exploration

• How are the business brand and product positioned?
• How can existing positioning be optimised?
• What is your differentiator? This helps finetune core messaging.
• What messaging helps your stakeholders transition from awareness, through adoption and ultimately to advocacy?
  This helps build the messaging framework.
• What regulatory and compliance constraints must be considered?

Effective marketing requires the optimal use of multiple touchpoints to transition stakeholders through the adoption ladder.

Progression through this ladder requires synergy between stakeholder needs, messaging and channels.

Typical topics for exploration

• What are your current stakeholder touchpoints?
• Which touchpoints are missing?
• Which channel is most effective for communicating with each stakeholder?
• Which channel best suits each message in your messaging framework?
• What can be done to improve messaging consistency across channels?
• What can be done to improve the links between channels?