Medical Marketing Segmentation Analysis through Social Network Visualization

Picking the right KOL/SL is more than just finding a prestigious expert; engaging and utilizing them is more than just handing out a list to each department but about matching the right person for the right role. Clearly someone with high visibility along with name recognition is well suited to large format speaking events but may not be effective at bringing diverse opinions forward during the early product discovery and market approach stage.

Lnx Pharma leverages social network analysis to understand and segment KOL/SL’s according to the character and source of their prestige. Segmentation Analysis enables clients to optimize each KOL for different activities.

When evaluating individuals for such different activities and possible partnership discussions, it’s important to also understand as to how each person fits in the overall community.  Common Neighbor Analysis addresses this need by providing a local view of each candidate.

The approach itself benefits from Common Neighbor Analysis by providing multiple pathways and sources of information discovery about the potential KOL/SL partnership.

Beyond understanding individuals, it is important to understand their affiliations and possible conflicts of interest.  Thus Cluster Analysis can be used to uncover areas of interest and provide alignment indications.

Where messaging is an important activity each persons and the KOL/SL panels' collective reach can be calculated with Reach Analysis.

Although reach is important, creating an environment of “positive affirmation” in which messages can be heard is related to the group cohesion. Invisible College Analysis can provide insights into pre-existing relationships and provide insights into the amount of group cohesion; and thus the amount of team building activities needed.

Need KOLs in a hurry? Can't wait 6 month for survey results? Social Network Analysis typically takes 6-10 weeks find out more.