Catalysts of Change Identification & Mapping

Catalysts of Change are a crucial and highly undervalued aspect of many HCP mapping programmes. This is due to the important role they play, a role that most national and global KOLs can’t.


Catalysts of Change are the ones that can drive prescribing behaviour on the frontline. These HCPs are the local, influential, ‘community KOLs’ who have daily access to vast numbers of both HCPs and patients. The trust and influence they hold within their community can shift the behaviour of HCPs and patients, and the preference for specific treatments.


We can help you identify and map this notoriously tricky cohort of HCPs that you simply must engage to ensure the success of your brand. Our Catalyst of Change Identification & Mapping offering can help you:
  • Supplement the knowledge of your teams with “HCP KOLs” who can have a material impact on local prescribing.
  • Increase the ability of your marketing teams to translate strategy and messages into tactics that make a difference at the HCP-patient interface.
  • Reduce the “influence gap” between the top and the bottom of your KOL pyramid.

Methodology

There is no one methodology that can solve all identification and mapping needs. That’s why we always structure our approach to any research around your needs.


Unearthing Catalysts of Change (or any other specialist group for that matter!) is naturally a very different process from unearthing global KOLs. And though we’ll always tailor a bespoke approach for you, a strong starting point is to consider direct engagement with HCPs “one tier above” (senior, established KOLs) and “one tier below” (locally based, community HCP experts). This enables us to identify the Catalysts of Change that match the target profile in line with your strategic objectives.


We’ll carry out a multi-modal research approach that integrates several inputs and constantly and dynamically adjusts to account for new information. A typical roadmap of Catalyst of Change research looks like:

Phase 1
Direct Engagement with “one tier above” – in-depth, structured interviews with senior KOLs and national therapy area leaders to obtain insight into the field, discover what a Catalyst of Change looks like in your therapy area, and what criteria is associated with the profile.


Phase 2
Conduct large scale surveys with “one tier below” – research and analyse the opinions of local physicians through a peer nomination exercise to uncover HCPs with a focus on community influence, whilst validating attributes and criteria gathered in phase 1.


Phase 3
We then analyse the captured data and integrate it with the thorough analysis of quantitative data (publications, conference attendance, stakeholders, events, and much more) that has been going on throughout the research to identify HCPs who can provide meaningful insights into the front-line Catalyst of Change world.

Outputs

The output of all our research depends on what you need us to do, but the guaranteed information you’ll receive from our Catalysts of Change research will tell you:
WHO are the Catalysts of Change you must engage with to advance your objectives and achieve your use cases?

WHY are these HCPs the true Catalysts of Change that can make a difference?

WHAT is it about their activity, profile, and influence that makes them Catalysts of Change and relevant to advancing your strategy?

HOW best should you engage such individuals based on their activity and influence as well as their unique preferences and circumstances?
All this information and everything else we uncover for you can be delivered in numerous formats – PowerPoint, Excel, or Interactive Tools. As we’ve said many times to many clients – your brand, your strategy, and your needs are all unique to you. So, we’ll make sure what we deliver to you is truly unique, too!

Common Asks

Because of that uniqueness, your needs will never be exactly the same as someone else’s (but don’t worry, we can still solve any HCP challenge you’re facing no matter how individual it is!). Despite this, below are some of the more common asks we receive that we solve with our Catalysts of Change research:

  • “Our sales, field, and marketing leaders are struggling to find the right people to collaborate with, we need names to help drive their territories”.
  • “I need the people close to the frontline who can influence and impact HCP behaviour”.
  • “We need people who can influence community prescribers, but we don’t have the time or resources to look for them!”
  • “We know our KOLs, but we think there’s a big disconnect between academia and treaters – how can we bridge the gap?”
  • “We need our messaging to reach beyond academic circles”.
  • “Our new drug has been released, but the engagement we’d done with KOLs hasn’t encourage uptake of our product in centres across the country”.
  • “Traditional engagement in KOLs is failing to resonate with treaters because they just don’t attend or listen to the congresses”.

Speak to us about how we can help you identify and map the people who can impact the success of your brand

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