Training › Stakeholder Mapping
The person who loves your product isn't the person who signs the cheque. Map the web. Win the committee.
Healthcare doesn't buy like other industries. The clinician who uses your product isn't the person who approves the budget. The procurement lead who runs the tender isn't the person who understands the clinical value. And somewhere in the middle sits a finance director who needs a business case in language they speak. This workshop maps every decision-maker, influencer, and blocker in your target accounts — and builds the messaging for each.
- Duration
- Half day (£850) or full day (£1,500) · Up to 12 participants
- Investment
- From £850 · Credited against programme work within 30 days
- Guarantee
- Your team presents to leadership within 2 weeks, or we redesign and deliver it at no additional cost.
47 product launches · 20 years navigating NHS procurement · Committee dynamics across pharma, MedTech & diagnostics · 5 continents of healthcare buying cultures
For teams who keep winning the clinician and losing the deal.
Business Development Teams
You get great clinical meetings. Clinicians love the product. But deals stall in procurement, or die in a finance review, or lose momentum in a committee you didn't know existed. You need to see the full decision-making web.
Sales Teams
Your reps know the clinical buyer. They don't know the 6 other people who influence the decision. Each stakeholder needs a different message — and your team is using the same pitch for everyone.
Product Managers
You understand the clinical value. But you can't articulate the financial value to procurement, the operational value to the head of department, or the strategic value to the trust board. Different buyers need different translations.
This is NOT for you if
- ·You sell direct to a single decision-maker with no committee involvement (rare in healthcare, but it exists)
- ·You need someone to map your accounts for you without your team's input (see Sales Enablement service)
- ·Your product isn't yet in market (stakeholder mapping requires target accounts — you need a product and a market first)
Map the web. Build the messaging. Win the committee.
In-person recommended — the account mapping exercises work better when the team can see the web together on a whiteboard.
01
The decision-making web
Healthcare buying isn't a funnel — it's a web. Clinical buyer, procurement lead, finance director, head of department, end users, IT (if applicable), governance. We map who's involved, what they care about, where they sit in the process, and whether they're a champion, influencer, or blocker.
02
Persona profiling & procurement dynamics
Each stakeholder type has different motivations, different objections, and different language. The clinician wants outcomes. Procurement wants value for money. Finance wants a business case. Your team builds persona profiles for each stakeholder type. Plus: how procurement actually works in NHS trusts, private hospital groups, and integrated care systems.
03
Tailored proposals & account strategy
One proposal doesn't fit all stakeholders. We build proposal frameworks tailored to each decision-maker: the clinical case for the clinician, the financial case for the CFO, the operational case for the head of department. Full day adds: apply everything to 3-5 real target accounts — leave with account plans, not just frameworks.
Not theory. Account plans your team uses next week.
Decision-Making Web Template
A visual framework for mapping every decision-maker, influencer, and blocker in any target account. Reusable across all your accounts.
Stakeholder Persona Profiles
Profiles for each stakeholder type: what they care about, what they object to, what language resonates. Built for your specific market.
Procurement Process Map
How NHS and healthcare procurement actually works. The formal stages, the informal dynamics, the timing windows. The reference document that stops surprises.
Tailored Proposal Templates
Proposal frameworks for each stakeholder type. The clinical case, the financial case, the operational case. Not one-size-fits-all — purpose-built for different decision-makers.
Account Strategy Plans
3-5 real target accounts mapped, profiled, and strategised. Ready for execution. Full-day option only.
Engagement Playbook
How to approach each stakeholder, in what order, with what message. The sequencing guide that turns the map into a plan.
The mapping is the start. The strategy is what changes results.
Most teams who map their stakeholder web discover they need to rebuild their messaging, their proposals, and their account engagement approach. The workshop shows them the gaps. Closing the gaps is the next step.
Your training fee is credited against any programme work commissioned within 30 days. The training becomes free if you engage us for a larger project.
Training £850-£1,500 (half or full day) → Blueprint £5K-£10K (4-6 weeks, rebuild proposals and messaging for each stakeholder) → Programme £25K+ (6-12 months, full sales enablement across all accounts).
How it works.
Who should attend?
Sales, business development, and product management. Anyone who touches the customer relationship. 12 participants maximum.
What pre-work is required?
Participants list their top 5-10 target accounts and identify the stakeholders they currently know. Takes 20 minutes.
Half day or full day?
Half day covers the frameworks. Full day adds Module 5 — applying everything to 3-5 real target accounts. Full day is where teams walk out with actionable plans, not just methods.
Who runs the workshop?
Michael Colling-Tuck. 20 years navigating healthcare procurement across NHS, private, and international markets.
What about private and international accounts?
The framework applies across NHS trusts, private hospital groups, integrated care systems, and international markets. Buying dynamics differ but the mapping methodology is universal.
What happens after the day?
All tools delivered digitally within 2 working days. We follow up at 2 weeks to support the leadership presentation. The guarantee is real.
You might also need
Ready to talk?
30-minute triage call. No fee. No pitch. Bring your situation — we’ll tell you honestly whether we can help.