Identifying Global and Local KOLs and Physician Communities Using Network

Pharma & Marketing session

Research Peter Ruppert (Maven Seven Ltd.) Identifying Global and Local KOLs and Physician Communities Using Network

Within every professional community there is an informal network, alongside the formal network, which has a crucial effect on the behaviour and opinion of the group members. This inner system is in fact more diverse and versatile than one would suppose at first. Key Opinion Leader Mapping (KOLM) can uncover this informal network with the help of objective data pointing out the key people having the most crucial infulence on the community. According to a survey taken in the United States in 2005 (Verispan) 87% of physicians adopt medication tendencies suggested by their opinion leader. Moreover, as a result of the analysis, multi-dimension profiles can be allocated to every member and the group itself. This helps to define development plans on promotion, making network exploration a fundamental information-providing and decision-supporting tool of marketing strategy giving a more complete view of their stakeholder landscape. During the talk Ruppert will present a case study of a global KOLM project showing how mapping overlapping communities with CFinder can help to identify global and local physician communities and ther KOL’s.