Catalyst of Change
Identification & Mapping
Catalysts of Change are a crucial, yet highly undervalued and often overlooked group in many HCP mapping programmes. They play an important role that many global and national KOLs can’t.
Catalysts of Change are those who can drive prescribing behaviour on the frontline. They are the locally influential community KOLs who have daily access to vast numbers of fellow HCPs and patients alike. The trust and influence they hold within their community can shift the behaviours of these groups, and the preference for specific treatments.
To ensure the success of your brand we can help you identify and map this notoriously tricky cohort of HCPs. Our Catalyst of Change Identification & Mapping service can help you by:
- Supplementing the knowledge of your teams with “HCP KOLs” who can have a material impact on local prescribing.
- Increasing your marketing teams’ ability to translate strategy and messages into tactics that make a difference at the HCP-patient interface.
- Reducing the “influence gap” between the top and the bottom of your KOL pyramid.
Catalysts of Change are a crucial, yet highly undervalued and often overlooked group in many HCP mapping programmes. They play an important role that many global and national KOLs can’t.
Catalysts of Change are those who can drive prescribing behaviour on the frontline. They are the locally influential community KOLs who have daily access to vast numbers of fellow HCPs and patients alike. The trust and influence they hold within their community can shift the behaviours of these groups, and the preference for specific treatments.
To ensure the success of your brand we can help you identify and map this notoriously tricky cohort of HCPs. Our Catalyst of Change Identification & Mapping service can help you by:
Supplementing the knowledge of your teams with “HCP KOLs” who can have a material impact on local prescribing.
Increasing your marketing teams’ ability to translate strategy and messages into tactics that make a difference at the HCP-patient interface.
Reducing the “influence gap” between the top and the bottom of your KOL pyramid.
Methodology
Unearthing Catalysts of Change, or any other specialist group for that matter, is naturally a very different process from unearthing global KOLs. Although we’ll always tailor our approach specifically to you, a strong starting point is to consider direct engagement with HCPs ‘one tier above’ i.e. senior, established KOLs, and ‘one tier below’ i.e. locally based community physicians.
Our a multi-modal research approach that integrates several inputs and constantly adapts to account for new information, enables us to identify the Catalysts of Change that match the target profile in line with your strategic objectives.
A typical roadmap of Catalyst of Change research looks as follows:
Phase 1
Direct engagement with ‘one tier above’ in the form of structured in-depth interviews with senior global and national KOLs, 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
Large scale survey with ‘one tier below’, where opinions of local physicians are analysed through a peer nomination exercise aimed to uncover HCPs with community influence, whilst validating the criteria and attributes gathered in the previous phase.
Phase 3
Data analysis and integration with the results of our quantitative research which looks at publications, conference attendance, stakeholders, events etc. and is usually conducted in parallel with the other elements, to identify Catalysts of Change who can influence the front-line world.
Outputs
The outputs of our research vary based on your needs, but the information you’ll typically receive from our Catalyst of Change research will tell you:
WHO the Catalysts of Change you must engage with to advance your objectives and achieve your use cases are
WHY these HCPs are the true Catalysts of Change that can make a difference
WHAT it is about their activity, profile, and influence that makes them relevant to advancing your strategy
HOW best to engage such individuals based on their activity and influence as well as their unique preferences and circumstances
The information we gather for you and everything we uncover can be delivered in various formats: PowerPoint, Excel or interactive tools. As we always say – your brand, your strategy, and your needs are all unique to you. So, we’ll make sure that your deliverables are truly unique, too!
Common Asks
Your needs will never be exactly the same as someone else’s, but don’t worry – we can solve any HCP challenge you’re facing no matter how individual it is. Below are some of the more typical asks:
“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”.
“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
Our Previous Incarnation
Part of the VML Family
Our Parent Company