Learning from marketers to position internal change effectively

Marketers know all about positioning.

They understand how to segment a market, shape a proposition and target it effectively. As change managers, there’s plenty that we can learn from this.

But recent research we’ve undertaken at Dialogue suggests these fundamentals need reinforcing.

Positioning our internal change programmes as a key driver of the wider business strategy is one obvious thing we should do.

Yet 44% of our sample see only some or no link at all.

Equally important is getting senior leaders to endorse important change initiatives as critical to future success.

Here, nearly half of our sample said senior leaders only sometimes or never do this.

So, beyond specifically addressing the above, what else can a change manager do to position change more effectively?

We suggest three things.

Create a burning platform. There must a compelling reason to move from your current state to a future one. So, make that case clearly and show why inaction is not an option.

Make your programme stand-out. This doesn’t have to mean an expensive logo or elaborate design. But it does mean articulating a simple idea or strapline that captures the essence of the change and helps people remember it.

Generate lots of short, fresh content. This can include progress updates, recent achievements or new evidence that emphasises your burning platform. Use it to reinforce your message via a wider channel mix and provide senior leaders with something to talk about. Make your mantra ‘little and often’.

To learn more about our research findings, why not download our free report on the state of pharma engagement 2024. You can also register for our next webinar on Thursday 3 October 2024.