Creating successful relationships.

Rarely does a business operate independently in achieving its goals. Successful strategies and execution often need to include the role played by stakeholders, key influencers or the sales channel. We work with clients to understand what motivates and inhibits support for their organization’s products or services, and to develop strategies to improve support.

What We Do

We work with clients to map out who are their stakeholder groups, the type of influence they have, the effect of current activity on support and what is needed to improve support.
We look at levels of recommendation, what drives this support and the impact of both client and competitors’ activity on this support.
An organisation’s reputation frames how others interact with the organisation, their willingness to support them, and the impact of negative news on that support. We provide clients insights into what defines their reputation and develop metrics for evaluating and improving this reputation.

Examples of What We Have Done

With prescription and over-the-counter products this healthcare brand required many different healthcare professionals and others as part of its sales process. To make sure they were speaking with the right group of people with the right material we undertook an audit of who were the different types of people that impacted the choice and availability of the product and their type of impact. Each group was then analysed in terms of how they impacted other segments and who within each segment were the main influencers. The audit was used to guide their communication strategy and stakeholder strategy.
For an over-the-counter healthcare manufacturer recommendation by pharmacy staff was critical to their sales. To better understand the impact of their marketing activities and their competitor’s activities the recommendation patterns of pharmacy staff for their category in relation to different customer groups were measured annually along with frequency and type of marketing they were exposed to, and trade support they received from other manufacturers to understand the drivers of recommendation.
Support from industry is a strategic pillar for a university client. Industry support provides not only students, but also internship, consulting, donations, research opportunities and other benefits. To understand their reputation among target industry and to increase engagement we undertook depth interviews in targeted industries with decision makers in relation to the relevant areas of engagement. Interviews explored their engagement experience, ideal experience, decision making criteria and the types of engagement with the greatest opportunity.

To understand more on how we can help you with stakeholder and channel research contact us on stakeholder@erisstrategy.com.au