Most of our clients see our Campaign of Interactions™ tool as a way to organize their strategy and the flow of insights they seek from their advisory board members. While that’s its primary purpose, we’ve seen clients use it for a much higher purpose: getting their members to add information of their own.
Here are three kinds of content you can consider loading up into your Campaign of Interactions™ over the lifecycle of your board that could move your advisors from followers to leaders.
Articles / Market Intelligence
Start the ball rolling with a few key articles, but then turn it over to your advisors to uncover and share what new developments are out there that may have an impact your strategy or your brand. You may be concerned that not every article will be “favorable” to your position. But remember the old adage “better the devil you know…”, an advisory board is not about marketing your position – it’s about forming an authentic partnership with your advisors, which means you want, and can handle the truth.
Healthcare professionals love to know how their approach or view matches or differs from their peers. Pick an area of controversy, whether it be a treatment approach, thoughts on the relevance of new data or any other issue, and reach out to see where people stand. Their “vote” can be anonymous, and they can see instantly where they stand relative to their peers.
Yes, advisory boards are serious business — and, depending on the issue, can be very serious business. But a little levity can go a long way, and from our experience, it’s a welcome break! By showing your members a lighter side of what you’re doing, you’ll encourage them to follow suit.
Remember, the Campaign of Interactions™ tool is a way for you to set the example and tone for your advisory board. What you put into it is what you’ll get out of it.