Influence Mapping
Influence. It’s a powerful thing and you want your KOLs to have it. What you really need to know is how influential your KOLs are, the way in which they influence your key audience, and the impact this 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 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? Are they more adept at reaching other KOLs on a similar level, or are they influential among frontline HCPs? The variations 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 borders as a global reference for HCPs around the world? Or are they more of a national influencer? 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 that messages 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 exercises. Yet, if your medical strategy calls for education, action, and advocacy around issues that affect a focused group of HCPs, then those with Micro Influence are of the highest importance.
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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