Influence Mapping

Influence. It’s a powerful thing and you need your KOLs to have it. What you really need to know is how influential your KOLs are and how they influence your key audience, and the impact that has on your patients.

True Influence

What is a KOL’s True Influence? Yes, they may have 1000 publications. Sure, they speak at all the big conferences and attend all advisory boards. But does this automatically translate to usable influence? If frontline HCPs who prescribe and manage patients don’t read their publications or listen to their talks, then their messaging will be suboptimal for this kind of audience.

Influence Type

What is the nature of your KOL’s influence? You need to know whether a KOL is more adept at reaching other KOLs on a similar level, or are they influential with frontline HCPs? The variables in influence type are important to know depending on where you are in your pipeline strategy and knowing them can make a distinct difference in measurable ROIs.

Influence Sphere

Does your KOL transcend international boundaries as a global reference for HCPs around the world? Or are they more of a national influencer? Either way, it’s important to know. With the advent of social media, KOLs can now disseminate their message to vast populations – but is anyone listening? The activities you want to engage in, the content you want to collaborate on with a KOL, and even the clinical data messages they are suitable to discuss and communicate – it’s all governed by the Influence Sphere of that KOL.

Group Influence

Many therapy areas have influential groups of KOLs within them. Occasionally these groups have different approaches to treatment, management, and therapies. . By engaging a KOL in one such group, you effectively engage them all. Understanding and leveraging Group Influence can mean messages can have far greater impact on the field.

Micro Influence

‘Influence’ tends to conjure up images of well-known names, large reach, and significant audiences. But our experience has taught us the importance of Micro Influence, too. . Such experts often go unnoticed in traditional KOL identification and mapping methodologies. Yet if your medical strategy calls for education, action, and advocacy around issues that affect focused groups of HCPs, then those with Micro Influence are of the highest importance.

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