Spectrum of Influences - Medical Marketing Research International

Concept of Opinion Leadership - Spectrum of Influences which Shape the Marketplace

Traditionally, Opinion Leadership/Influence has been regarded as a uni-dimensional, and uni-directional (Top-down) function, embodied in the activities of the Key Opinion Leaders. However, based on our (MMRI/MMS) considerable experience of identifying and profiling/segmenting those who exert Leadership and Influence in the marketplace, we believe that Opinion Leadership and Influence in the marketplace is a multi-dimensional and multi-directional function, in which the key players are drawn from a variety of disciplines/subgroups, and include not only individuals but also Centres of Excellence in their own rights.

In order to gain the most comprehensive understanding of the Influences which shape the marketplace in any disease area, and to be certain that one is working with the right people and in the right Centres in any specified disease area, each of these distinct sets of Influencers has to be identified and profiled.

It is in response to this particular need that MMRI/MMS have developed its series of Integrated Branded Solutions which can be applied within any specified disease area.

These Key Influencers (and our Integrated Branded Solution which addresses the particular need) include:-

International Opinion Leaders (nominated by peer group) - OPEX™
National Opinion Leaders (nominated by peer group) - OPEX™
Regional Influencers (nominated by peer group) - REIN™
Visible Influencers (identified by extensive secondary research - and not necessarily nominated by peers) - VIZ-INDEX™
Potential Clinical Trialists (identified by secondary research and peer group nomination) - CLIN-T&C™
Centres of Excellence (nominated by peer group) - CENT-EXCEL™
Voice of the Patient (including patient nominated physicians) - VOX-Pt™

Finally:-

For better understanding of the Communication Dynamics and Networks relating to a specified disease area, MMRI/MMS have developed :-

COMM-NET™ - Integrated Dynamic Network linking Authors, Publications and Articles, Types of article (e.g. Editorials, Reviews, Clinical trial related, etc), Centres of Publication, Journals and Drugs

For better targeting of the identified Influencers, MMRI/MMS have developed :-

PRO-SEG™ - Flexible/Customisable tool for Profiling and Segmentation of your Key stakeholders - i.e. KOLs, Influencers and Experts identified by MMRI/MMS, or those identified by our client company.

In order to assist in tracking and managing KOL/Influencer Relationships and activities, MMRI/MMS have developed:-

RMS™ - Relationship Management System (a Web-based tool for tracking and managing KOL/RI relationship and activity).

RMS™ can be customised to the precise needs of clients and can be integrated by our in-house IT Software Development Team, into clients own systems.

The MMRI/MMS Concept of Opinion Leadership - Spectrum of Influence is illustrated diagrammatically, below, specifying our relevant Branded Solution in each case.

Please click on a product name to gain further insight into its methodology and suitability for your needs.

Influence Triangle