The cost of developing a commercially viable drug now runs into the billions of dollars. Once you have an approved drug, you need to maximize its success by an effective sales and marketing programs. Identifying influential doctors and organizations can make enhance your marketing outreach in a way that traditional analyses might miss. Traditional quitiling analysis works well when you have a good idea about the prescription history. But for new therapeutic areas, there might not be enough information.
Fortunately, the vibrant research publication area and prescriber only social networks offer a rich source of information. Freely available research citations and references allow you to analyze the relationships among clinicians, thus discovering the key hubs and opinion leaders. By using network analysis on such publicly available data, you can make segment your target market.
Sonamine solutions
If you have collected the potential list of prescribers in your target market, we can scan the publication databases to construct a network of relationships among the prescribers. Alternatively, you can construct the network of relationships by recruiting your prescribers to take part in a survey. You can then use Sonamine Graph Scoring Engine to explore this network to identify key opinion leaders. You can then construct a marketing campaign to them, and monitor the actual performance based on prescriptions within the network of these opinion leaders.
Once the key opinion leader analysis is codified, use the Sonamine Graph Analysis Server to generate these opinion leader scores on a regular basis. Alternatively you may utilize the Sonamine Scoring Service to calculate these scores on an as-needed basis. These scores can then be added to your data warehouse and used in the existing segmentation and sales targeting process.
