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Relationship with Sponsors (Stakeholders)

Relationship with Sponsors (Stakeholders). Kieran O’Leary Diabetes Federation of Ireland. Relationship Marketing. Process of creating, maintaining strong, value-laden relationships with our stakeholders. Who are our stakeholders?. Member Relationship Marketing from Association viewpoint.

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Relationship with Sponsors (Stakeholders)

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  1. Relationship with Sponsors (Stakeholders) Kieran O’Leary Diabetes Federation of Ireland

  2. Relationship Marketing • Process of creating, maintaining strong, value-laden relationships with our stakeholders

  3. Who are our stakeholders?

  4. Member Relationship Marketing from Association viewpoint • Look to keep member • Continuous contact with member • Think long term • Commitment to meeting member expectations • Deliver a high quality service • Require a good members database

  5. Members Database • Is organised collection of comprehensive data about individual members - name, address, DOB, when diagnosed, type of diabetes,tel, email, record of calls to office, reason, membership,

  6. Benefits of Members Database • Contacts that we and companies want to target • Builds up a knowledge of our member • Improves relationship with member • Helps to target right member with right information (eg local education meeting, T1, T2, Parent) • Saves funds • Unique selling point, helps differentiates target audience

  7. Limitations of database • Costs • Upkeep of database necessary

  8. Relationship with Pharma Companies • What do they want • What outcomes are they hoping to achieve • How do we identify the right partner for the right audience/initiative • Remember, from company viewpoint they are all competing with each other • Can we work together to meet both our needs

  9. Relationship Marketing Principles • Ethical (No Coercion) • Genuine • Trust Trust stems from the perspective of managers who over time develop a trusting relationship. This leads to better communication, feedback, problem solving and creates further opportunities and commitment

  10. How do I develop relationship • Personal • Ongoing relationship • Treat equally • Be open and honest • Offer same opportunity to all • Encourage approach on new ideas • Flexible • Not all about funds

  11. Practical • Goldcard Scheme and Sponsorship plans • Deliver what you agreed i.e. press releases • Do not play companies off each other • Working for the patient

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