Successful stakeholder management not only requires certain competence and skill sets but may also involve organizational changes. Opticom has helped many pharmaceutical companies to optimize their Stakeholder Management by means of one or more of the following services:


Stakeholder mapping

An identification and to some extent prioritization of stakeholders as well as individual contact persons on national, regional and local levels as relevant. Stakeholders may include politicians, governmental institutions and authorities, Key Opinion Leaders and Young Talents, specialist nurses, researchers, patient organizations and individual patients, other non-profit organizations and possibly international organizations or individuals that you should be aware of, learn from or get in contact with.

The main result of the Stakeholder Mapping is a list of organisations and individuals with an indication of their official or unofficial role and responsibilities in the area that is being investigated.


Stakeholder analysis

A more in-depth analysis of current views and decision-making as well as an indication of future trends and challenges. The analysis also maps stakeholder networks: relations and cooperation among and within stakeholder groups, in order to identify who influences who and how – now and as expected in the future. The research may include identifying opportunities for direct cooperation between our client and specific stakeholders.

The outcome of the Stakeholder Analysis is a report summarizing findings, showing stakeholder networks, analyzing future expectations, and providing recommendations for stakeholder management, all illustrated with quotes and examples of stakeholder cooperation.


Stakeholder Management workshops

A workshop with the people who have already been and will be involved in the company’s stakeholder management in order to develop a Stakeholder Management Strategy and Action Plan.

The outcome of the workshop is a list of concrete actions to be taken to kick-off or improve Stakeholder Management, for example regarding communication, relationship-building and cooperation with specific stakeholders.


Future Lab

Taking stakeholder management to a higher level the Future Lab is a unique concept of innovative networking providing the opportunity to take an active or even pro-active role among stakeholders. Relevant people from different stakeholder groups are invited to discuss today’s challenges and future opportunities with each other and our client in round table discussions and through in-depth interviews.

The outcome of the Future Lab includes a report with strategic market insights, conclusions and recommendations, as well as a network with prioritized stakeholders for continued communication and cooperation. In addition, the Future Lab shows a strong sign of market leadership, an innovative image, and long-lasting credibility among stakeholders.

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The Swedish government decided on 24 March 2011 to call for a special investigator to submit proposals on how the patient’s position in and influence over health care can be strengthened. The study has adopted the name of Patient Power Inquiry (Patientmaktsutredningen). Yesterday, the study submitted its interim report Patient law (SOU 2013:2).

In this preliminary report a new patient law is suggested by the investigation in accordance with the government directives. The suggested new law addresses how patient choice in healthcare can be further strengthened; how the patient’s need for support, advice and information should be met in relation to the guarantee for and free choice of care; and how the authorities should work to strengthen the position of the patient.

In order to better understand the local and national initiatives that are undertaken by various stakeholders on local, regional and/or national level, Opticom has conducted a number of Stakeholder management projects focusing on the topic of patient power in specific therapeutic areas. The outcome of these projects have contributed to a better understanding of stakeholder roles and attitudes towards increased patient influence, an updated overview of initiatives and best practices as well as a strong platform for improved relations and increased cooperation with external parties. In addition, these projects have formed a solid foundation for workshops to kick-off of internal activities to work more patient-oriented.

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In a time where the roles and responsibilities of all stakeholders in healthcare have changed considerably, pharmaceutical companies face different challenges and opportunities compared to ten years ago. It is no longer sufficient to provide individual stakeholders with information through direct dialogue and indirect communication: stakeholders now interact with and influence each other to a large extent, resulting in new processes of decision-making based on new combinations of arguments. In many countries, like Sweden, decision-making is even more difficult to understand and predict due to the different levels of decision-making: local, regional, and/or national.

Stakeholders have also changed their attitude towards and expectations on pharmaceutical companies, resulting in varying interest to communicate and cooperate with “the industry”. As a consequence of these changes, Stakeholder Management has become a critical competence for success.

Pharmaceutical companies need to:

  1. Know their stakeholders and their main contact persons
  2. Understand their stakeholders: their roles, their responsibilities and their interaction within and between stakeholder groups
  3. Manage their stakeholders: prioritize contact persons, develop long-term relationships, follow changes
  4. Influence their stakeholders where necessary and relevant, making sure stakeholders have up-to-date information and are not limited by false information or incorrect assumptions.

Successful stakeholder management offers pharmaceutical companies the opportunity to take the lead and develop strong, long-lasting relationships with relevant stakeholders based on mutual interest and mutual respect. It enables companies to provide input in discussions and decision-making as well as to better predict on-going and planned changes in healthcare systems.

Successful stakeholder management not only requires certain competence and skill sets but may also involve organizational changes. Opticom has helped many pharmaceutical companies to optimize their Stakeholder Management by means of one or more of the following services:

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A successful product introduction in the pharmaceutical industry has usually been based on market access, price and reimbursement strategies. However, during the last couple of years, large changes have occurred in the medical and healthcare systems, in patients’ expectations and involvement, as well as concerning influence and expectations from payers. The medical and healthcare industry now operates in a complex environment, where new stakeholders, on both regional and national level, are gaining more and more influence. Continue reading

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