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Pharmaceutical marketers know that for any given therapeutic
category,
a relatively small number of physicians influence the prescribing
patterns of many other physicians. Identifying these influential
physicians
is extremely valuable because it facilitates highly targeted
promotion, which improves promotional efficiency and effectiveness.
Unfortunately, most marketers still rely on either a key
opinion leader (KOL) approach or sales force input to decide
who drives decisions.
MattsonJack's KeyMD®
approach integrates total citing and physician
prescribing and clique and dominance relationships to add
value to the findings, allowing marketers to more effectively
target promotion for the greatest return in the least amount
of time. In effect, KeyMD® results in Redeciling™ physicians
based on influence, a critical factor − especially in
new product launch success.
In a study for a leading pharmaceutical
client using MattsonJack's KeyMD® approach, the client's list of 20,000
potentially influential physicians yielded over 5,000 additional
physicians with valuable, quantifiable influence on the 20,000.
Consequently, these self-reported citations of influence revealed
a tremendous opportunity for better-targeted promotion.
   
Depending on the market, typical studies
produce the names of thousands of physicians, who are influential
in categories at the local, regional and national levels.
For more information on influential physician
identification MattsonJack's KeyMD® approach
phone (314) 469-7600 or e-mail info@mattsonjack.com.
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