Key Opinion Leaders and Molecular Targeting

Patient-Level Data allows to identify not only national Key Opinion Leaders (KOL's) but also sub-national, regional and even local KOL's.

Longitudinal Patient-Level Data helps to identify connections between different physicians using patient referral as a link between physicians.

Identifying KOL's - Physician Sociogram

Molecular Targeting - advanced application of APLD

Molecular targeting allows identifying and targeting not only individual physicians but also tightly connected physician molecules. Molecular targeting leverages connections between different physicians and enables pharmaceutical sales representatives to influence high writers by targeting most influential physicians in the molecule.

Instead of targeting physicians on an individual basis, Molecular Targeting approach recognizes physicians constantly interact with each other and therefore targets groups of physicians in one fell swoop. The expression “molecular targeting” underscores the fact it is the molecule (tightly bonded group of physicians) and not the atom (individual physician) that takes  center stage.

Such an approach requires an accurate mapping of the working relationships that exist among physicians (sociogram) and as a result has been out of reach until recently.

Thanks to the advent of patient-level data the marketer can now map out working relationships among physicians by tracking the movement of patients across different healthcare givers.