Gabriel Onkabetse Tlagae
Lenmed Bokamoso Private Hospital
Stakeholder Relations and Business Development Specialist
For years, organizations in Botswana have invested heavily in marketing. Personally, I have seen the built of brands, launched campaigns, bought advertising space, increased our social media presence and celebrated impressive reach and engagement statistics.
Yet despite all this activity, one question remains.
Do our stakeholders genuinely trust us?
This is where many organizations confuse marketing with stakeholder relations.
In today’s environment, reputation is no longer built by the loudest campaign. It is built through consistent experiences with employees, customers, regulators, suppliers, investors, communities and strategic partners. Every interaction either strengthens or weakens trust.
This is particularly true in healthcare. A patient may never remember the billboard they saw on their way to the hospital. But they will remember how they were treated when they were vulnerable. A referring doctor will remember whether collaboration was effortless or frustrating. A corporate client will remember whether promises translated into measurable value. Regulators will remember whether engagement was proactive or reactive.
These moments create reputation.
Across Botswana, organizations are beginning to realisethat stakeholder management cannot remain a support function sitting quietly alongside communications. It should influence strategic decision-making at board level because every major business decision affects someone outside the organization.
The organisations that will lead the next decade will not necessarily have the largest marketing budgets.
They will have the strongest stakeholder ecosystems.
This requires a different mindset.
Instead of asking, “How do we communicate better?” leaders should ask, “How do we build stronger relationships?”
Instead of measuring impressions, measure trust.
Instead of chasing publicity, create partnerships.
Instead of speaking to stakeholders only when something goes wrong, engage them consistently before, during and after every important decision.
Stakeholder relations is becoming one of the most valuable business disciplines because trust has become one of the world’s most valuable currencies.
For healthcare institutions, this means building meaningful relationships with patients, clinicians, government, medical aid providers, pharmaceutical companies, employers, community organisations and the media. These relationships cannot be switched on during a crisis. They must be nurtured continuously.
The same principle applies across every industry in Botswana.
Marketing may open the door.
Stakeholder relations determines whether people choose to stay.
As Botswana’s economy becomes increasingly competitive, organisations that invest in authentic stakeholder engagement will discover something remarkable: trust compounds. Strong relationships create stronger reputations. Strong reputations attract better partnerships. Better partnerships create sustainable growth.
