AXA PPP Healthcare: Nurturing symbiotic intermediary relationships
Farzana Qadir and Barbara Wright
Harris Interactive and AXA PPP Healthcare
In 2009, AXA PPP healthcare reviewed its Distributor Scope programme to ensure it met their business needs. Stakeholder buy-in was critical to the success and impact of the programme, therefore the research process commenced with a stakeholder workshop.
The workshop allowed for anonymous feedback to be immediately debated and ranked, giving each participant an equal stake in driving the future direction of the research.
An annual programme was designed amongst key intermediaries. The objective was to gain an in-depth understanding of how the organisation is perceived within a competitive context to ensure intermediaries feel supported.
In-depth semi structured interviews with senior decision makers and front line staff provide a strategic and tactical steer of intermediary priorities and concerns, alongside assessing the overall relationship. As summarised by Paul Moulton, Intermediary Distribution Director at AXA PPP healthcare: