A multinational client working with a pre-launch product was looking for extra depth and supplemental knowledge to identify local, regional and national thought leaders. The client had a good baseline of the important national key opinion leaders (KOLs) in oncology but wanted to better understand them and identify any missing doctors, as well as to drill deeper into the local and regional thought leader base.
During the proposal phase we were able to convince the client team that our approach would yield a better outcome than the approach they were considering. We used our proven, proprietary KeyMD® Influence Mapping Methodology, which takes a peer nomination approach, targeting a large sample to uncover the most influential oncologists. The study confirmed the national-level influencers, including identifying those who influence the influencers, and went further to show the many regional and local influencers important to their brand.
We produced a granular and robust database of influential doctors at the local, regional and national levels that the client then used in their commercialization plans.
The study provided significant insight into the influencers at the local and regional levels, an area that presented the greatest challenge to our client. Additionally, while the client may have already had a good understanding of who the top national-level KOLs were, our results provided an objective validation of this and provided insight into how they ranked against each other as well as their geographic spheres of influence.
Our approach optimized the influential physician identification and development process, saving our client time and resources. Our key contact said, “I wish I had access to this data two years ago during launch planning for my other products – it would have saved me years of KOL development time.”