When we first start working with a new client in developing their Campaign of Interactions for their advisory board or working committee program, we like to take a step back and take a 40,000 foot view on their product. Some managers can get trapped in “group think” and the organizational lingo and expectations brought on by their senior leadership around their product. This can cloud imagination and creativity and sometimes stifles the strategic process of really getting “back to basics“. Managers who look for the obvious “instant gratification” junction points where they think they can quickly engage with their customers, can miss the mark on the baseline fundamentals of what really needs to be addressed. Often these contact points are not really implemented to gain new insights, but rather to gain “buy-in” on ideas already conjured up by the brand or cross functional team.
When resetting the strategic plan, we like to go through our comprehensive Value Creator Process. The first step is a “ranking and prioritizing” exercise. We go through a very specific process of evaluating product and market considerations and then helping our clients to tease out the top 3-5 key issues that are preventing them from achieving “100% market share“.
So instead of populating a series of touchpoints based on the latest data release from a specific conference, we inspire our clients to think of the other primary reasons for their product’s most basic challenges.
Think about how the following factors are positively or negatively impacting your brand and determine what short to medium term interventions can influence the trajectory of your brand growth from both a revenue and market share standpoint:
When taking a widescope, holistic approach to both the product and market considerations, it allows us to assist our clients into isolating their top 3-5 brand issues where they know they will have control and a sufficient budget to impact product growth in the short to medium term. We help get our clients to steer away from the “filtered” immediate “hot topics” or perceived issue at hand and channel them into larger objectives that can be clearly articulated, implemented, tested and measured.
Sign up for a special complimentary, no obligation, personalized one-on-one web meeting demonstration to see how the Value Creator process works, and how discussion forums and annotation exercises could be leveraged for your next advisory board or steering committee.
Impetus Digital is the Online Customer Advisory Board expert, offering the most comprehensive B2B Online Customer Advisory Board and Steering Committee solutions. We are the catalyst for courageous conversations between healthcare stakeholders and provide a platform to inspire healthcare reform. We increase customer intimacy, engagement and advocacy by creating a shared future direction with customer executives and key opinion leaders.