Identifying Key Opinion Leaders Using Social Network Analysis
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چکیده
Identifying KOLs requires broad and up-to-date experience with these individuals, something pharma companies lack. In fact, most life science companies delegate this exercise to third parties. In turn, these providers make use of “tried-andtrue” methods of engaging KOLs, including literature database search and survey methods. In an age where consumers hold sway over purchase considerations and channel preferences across industries, these traditional approaches are increasingly ineffective and exacerbate the risk of “experience bias.”
منابع مشابه
Identifying Opinion Leaders Using Social Network Analysis, a Study in an Egyptian Village
This research used four approaches to identify opinion leaders in two networks in an Egyptian Village. One approach was used for identifying single opinion leaders (network centrality measures), and three approaches were used to identify sets of key players (group centrality, network efficiency, and KPP-Pos & KPP-Neg). Social network analysis software (UCINET 6) was used for individual & group ...
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