PRO-SEG™ - Profiling and Segmentation of KOLs, RIs, VIs and Experts

Based on primary and secondary research

TACTICAL

Our PRO-SEG™ profiling and segmentation methodology involves conducting a short interview with Key Opinion Leaders, Regional Influencers, Visible Influencers or Potential Clinical Trialists to gain an insight into their background, experience and current activities. PRO-SEG™ can be applied to Key Stakeholders and Experts identified by MMRI/MMS or individuals identified by our clients through other means and enables rapid and effective profiling and segmentation of the Key Stakeholders based on their potential value in current marketing activities and opinions or advocacy.

All questionnaires are devised in conjunction with our clients and designed to specifically reflect each client's profiling information needs. Information gathered through PRO-SEG™ will provide you with a greater understanding of the way in which the Experts view themselves and their relationships within the Industry.

MMRI/MMS utilise a variety of communication approaches in conducting the profiling stage with the Experts. The information collected at this stage of research is conducted via telephone, fax and email depending on what is most convenient for the respondent. This approach ensures the highest response rate from the experts you wish to target and in addition allows the physicians to receive the study information at a time when they can read and understand it, then participate in the PRO-SEG™ interview at a time that is convenient for them.

Medical Marketing Research International/Medical Marketing Studies has traditionally achieved a ~30-40% response rate from previous studies. For those experts who have refused to participate in the internal PRO-SEG™ program, extensive secondary research will be conducted to complete as much information as possible.

We have devised 3 Tiers of PRO-SEG™ in order to meet both budgetary and information requirements.


Ranking and scoring methodologies using PRO-SEG™

Our PRO-SEG™ approach enables us to gather a substantial amount of information on Experts' activities and opinions within a disease area. We have used a number of weighting and scoring methodologies to provide our clients with a numerical analysis of Experts based on predefined parameters.

Responses can be ranked and tallied using a weighting system whereby their relative importance is determined in conjunction with you. Raw scores will be assigned for each of the chosen criteria and all will be appropriately weighted. The Experts would be given an overall impact score which can then be used to define Champions, Advocates, Fence Sitters or Non-Committals for you.

Scores can also be assigned according to an Expert profiling category, such as speaking experience or advisory board participation. In this way, the individual scores can be used to identify investors, speakers and advisors.


Concept

In marketing, targeting your most important actual and potential customers is of paramount importance in terms of achieving the highest returns for any given marketing investment. The PRO-SEG™ Reports will enhance your ability to target and focus on the most appropriate individuals in a way that would not be possible without such a resource.

For an online demo information please contact us. PRO-SEG™ is viewable in the OPEX™ demo within the Opinion Leader Profiles.