Regional Thought Leader Engagement & Predictive Analytics in Pharmaceutical Industry
thought leader engagement project BACKGROUND
Situation
Highly successful oncology drug in a competitive market looking to grow market share
Upcoming launch of new customer-facing team who will be accountable for thought leader engagement
Needed to identify thought leaders who strike a balance with respect to clinical, academic, and industry leadership
Challenges
Ensuring stakeholders within the company were aligned on vision for the new team
Differentiating the team from other thought-leader facing contacts (sales reps, account managers, etc)
Identifying the right mix of thought leaders to optimize commercial needs
Questions
Who are the clinical and academic leaders and how are they connected to other HCPs?
Who are the thought leaders that should be prioritized for engagement?
How do we structure the new team so that it benefits both the customers and the company?
predictive analytics Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | Who are the clinical and academic leaders, and how are they connected to other HCPs? | Who are the thought leaders that should be prioritized for engagement? | How do we structure the new team so that it benefits both the customers and the company? |
| 81qd APPROACH | Conducted Acuity and Plexus analytics to identify academic and clinical leaders and their respective networks |
Integrated Acuity and Plexus academic and clinical analyses to create diverse list of thought leaders with singular view
Identified weighted and normalized scale of academic, clinical, and industry engagement to create thought leader score of 1-1000 Worked with regional marketing leads to select thought leaders from a ranked list Captured detailed profiles of thought leaders in Acuity stakeholder management system to support focused engagement |
Created actionable recommendations for team based on strategic imperatives and stakeholder interviews
Developed a concise “walking deck” to clearly present the role to internal stakeholders |
Outcome of thought leader engagement using predictive analytics
Built and Launched Team
- Identified, selected, and profiled 120 thought leaders with diverse academic, clinical, and industry experience
- Educated internal stakeholders on regional market team’s strategy, ensuring a smooth launch for the team
- Significantly increased engagement and advocacy from thought leaders