Shoppers Drug Mart: Our Approach to
Government Relations
Presentation to the Canadian Assistive Devices Association
19 September 2012
What is Government Relations?
XYZ will help
business and
create jobs
From the
research, XYZ
seems the best
option to boost
growth
Of the options,
XYZ is best for
our community
Process of informing decision-makers on
particular issues to help shape publicpolicy. Involves:
1.Representing or supporting a cause or issue on
behalf of oneself and/or others;
2.Building a winning case with governments
through evidence and robust business cases;
3.Establishing relationships with other groups to
help promote your message.
Why is Government and Stakeholder Relations Important?
•
•
•
•
Shoppers Drug Mart focuses on building partnerships with government and third party
stakeholders to develop relationships to address and influence legislation , regulations and
policies to secure such funding.
Building partnership with government and stakeholders strategically enhances an organizations
interests by being better able to anticipate future developments, influence them as necessary
and identify new opportunities to create value.
The best practices of government relations and stakeholder management go further in trying to
shape future policies, legislation and regulations, not those merely in their organization’s
immediate interests, but in line with their forward-looking strategies.
The partnerships that Shoppers Drug Mart builds with other key stakeholders, including
pharmacy associations, faculties of pharmacy, business associations and think-tanks and patient
and disease associations will influence how we are viewed by external audiences, including
government, and will also allow us to build alliances to help better influence public policy.
Value of Engaging with Elected Officials
•
Public policy is shaped by business, the media, activist groups, professional organizations,
social and economic groups and individuals who believe strongly in an issue(s)
•
By educating your elected official about your organizations issues you help them better
understand the local issues and the positive role that your organization plays
•
A proactive approach will result in better working relationships with elected officials and
establish an environment that allows for more understanding and future cooperation
•
Keeping elected officials informed and up-to-date on your activities can also help insulate
you from problems down the road. If a crisis does erupt, you will benefit from having an
already establish relationship with key elected officials
•
Engagement with government doesn’t happen over night: it is process of building
relationships with a long-term objective, the end result including numerous benefits to you
and the community
Key elements of Government Relations
1
Role
integrate within the
business and expand
beyond pure
government outreach
3
Measurement
show impact of
government on business
and individual impact on
policy
Process
2
develop tried and tested
process and engage the
business
Government and Stakeholder Engagement – Key
Objectives
Risk
Management
Thought
Leadership
Increase our
Influence
• Mitigate impact from changing policy and regulation
• Build awareness of role of pharmacists in delivering
healthcare by building and maintaining relationships at both
political and bureaucratic levels as a platform to resolve
unforeseen issues
• Provide non-partisan solutions to public policy challenges
facing government
• Leverage participation in associations and build partnerships
with stakeholders
• Leverage corporate philanthropy
Critical Success Factors:
• Commitment to a long-term strategy
• Engagement of multiple organizational levels, aligned to the strategy
• Promote issues with officials and politically from “both sides of the house”
• Need to ensure alignment with industry associations as a key driver of “pharmacy” issues
Elements of a Strong Strategy
1
Fully marries organizational
priorities with government
agenda
2
Leverages organizational
opportunities into the
government agenda
3
Builds sufficient political “brand”
capital to advance strategic
priorities
Process Overview
5
Understanding the
business
& its surroundings
Implementation &
continuous appraisal
Develop
strategy,
messages &
materials
1
Examining
potential
issues &
opportunities
4
Prioritisation
3
2
Reminder: Two Parts to Effective Government Relations
Internal
Getting sufficient buy-in to gather information to
tackle problems and use government to boost
competitive advantage. Guide the organization
on the factors that influence policy.
External
Knowing the process, who to contact and when.
Able to anticipate issues arising and build
coalitions around a cause. Provide
understanding of reality outside political bubble.
Reality Check
Build foundations
Preparation comes first. Going into meetings without a
strategy and strong messages can do more harm than
good.
Be patient
Everything takes more time in government. Once
credibility is established things get easier, but nothing
will happen overnight.
Be realistic
Larger policy changes can take months or years to go
through all the stages of government. Balance
objectives to include shorter term, achievable goals.
Summary
1 2 3
Determine
type of role
you want to
play
Work with
organization
to set
priorities
Develop
strategy
around
targets &
issue