Samenvatting

The NEVAT is a Dutch branch organisation for industrial suppliers. They provide, on a non-profit base, services for their members such as coaching, lobbying and organising meetings to get the members in contact with other players in the industry. From previous research and experience, the NEVAT found out their members had the desire to look past their direct customers to the final customer and keep him in mind while doing business. This led to the formation of the platform Life Sciences & Health, meant as a place for NEVAT to excel in its facilitating role of getting the members in contact with different parties involved in the medical technology sector. Even though the NEVAT has been doing numerous activities, such a platform is new to the organisation, both in strategic as communicative sense. The aim of this research is to advise the NEVAT on how best to communicate with its members concerning the new platform LS&H. This is done by first researching the current communication experiences of the members and then finding out what they would prefer for the new platform. After desk research on communicative theories such as the Elaboration Likelihood Model and the Uncertainty Reduction Theory, field research was done. A mixed method approach was used, combining a quantitative survey, qualitative interviews and a feedback session with the platform members. All showed a convincingly positive opinion about the communication from the NEVAT. Main point of attention was that both the NEVAT and the members needed to get used to this new communication situation. Because of the positive feedback, this report does not recommend major changes in the communication for the NEVAT. However, to keep the members positive, the following is advised: • Facilitate the members in the process of getting used to this new platform structure. • Guide the members in slowly taking more responsibility for “their own” platform. • Try to reduce uncertainty with the members by providing a safe environment and forming road maps. • Keep on improving by doing (follow-up) research and maintaining a critical eye.