Opinion Leadership – A Spectrum of Influence Which Shapes the Marketplace

By Neil Croft, Manager of Brand Solutions, MMR International

“It is vital to have as good an understanding of the marketplace as possible in order to form an effective marketing plan and target resources effectively”
-Neil Croft

Traditionally, opinion leadership has been regarded as a one dimensional and one directional (top-down) function, embodied in the activities of key opinion leaders (KOLs). However, 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 and subgroups, and include not only individuals but also clinical and academic centers of excellence in their own rights (fig. 1).

In order to gain the most comprehensive understanding of the influences that shape the marketplace in any disease area, and to be certain that one is working with the right people and in the right centers in any specified disease area, each of these distinct sets of influencers should be identified and profiled in as objective a manner as possible.

In terms of key individuals, there are a variety of levels of influence, including international and national KOLs, as well as regional and local influencers within each individual country. The international KOLs are numerically the smallest group and will be well-established and therefore often older physicians and researchers. Their research groups will have driven scientific advances in their area of expertise for a number of years, and most - but not all! - possess a particular charisma that ensures many listen with interest when they offer their views. National KOLs constitute a larger group who are renowned within their own country but make fewer appearances and are less recognized on an international level, although some may develop into international KOLs in the future. International and national KOLs will typically be seen making keynote speeches at major symposia, hold high-level positions in prestigious professional organizations and many will be advisors to governmental organizations and a number of pharmaceutical companies. Clinician KOLs are likely to have a high degree of interaction with payer groups also. Most importantly, they will be respected by their peers on an international and national level. The most powerful and objective way to identify these individuals is therefore with an international peer nomination approach, a methodology that allows the ability to assess level of peer recognition as well as sphere of influence. Subsequent profiling of these individuals is then vital to ascertain their personal areas of expertise and interest in order to facilitate partnerships that are the most mutually beneficial for both the KOL and the pharmaceutical company.

Further down the influence pyramid (fig. 1) are the regional influencers within a specific country. These will be particularly well-informed early adopter specialists who PCPs and other physicians will look to for advice with hard-to-treat patients and adopting new therapies. The most highly recognized regional influencers may well also be recognized KOLs.

Aside from peer-recognized KOLs and regional influencers, there are other individuals who play key roles in a disease landscape. These people may be visible and influential in an area, but not necessarily active enough in research or treatment of patients to be peer-recognized. Examples may include a semi-retired ‘politician’ KOL who is now president of a major society, or the head of an influential patient association. These individuals can be identified using a secondary research approach, focusing on key attributes to define who are the most important visible opinion leaders.

Besides individuals, key centers play a vital role within disease areas. These will be prestigious institutions that have an enviable reputation for excellence in terms of research or clinical work in a particular area, and will often have a number of KOLs working within their walls. The level of recognition of various centers within a disease can be determined by a nomination-based approach, similar to that with KOLs and regional influencers.

In summary, it is vital to have as good an understanding of the marketplace as possible in order to form an effective marketing plan and target resources effectively. Objective and comprehensive identification of the key influencers in a particular disease area coupled with appropriate market research, is a great start.