Patients Turn to Caregivers for Help, as Should Pharma Marketers

Posted by Jennifer Gold on Tue, Dec 02, 2014

Many industries recognized long ago the value in learning from a consumer’s key influencers: friends, family members and peers. Seeking decision-making insights, consumer goods, technology and financial services industries routinely engage a moderator to, for example, identify a focus group’s collective motives for buying, say, soap or selecting a retirement plan. Meanwhile, the pharmaceutical industry often ignores a patient’s closest caregivers, who strongly influence treatment decisions.


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How to Engage With Key Online Influencers

Posted by Alexandra Fulford on Tue, Sep 16, 2014

As mentioned in my previous post, the dynamics of interpersonal interaction have changed and key opinion leaders (KOLs) are no longer the only people who lead and influence opinion. In the brave new digital world, influence now comes from key online influencers (KOIs)—individuals or groups that share relevant content and information that influences others in a significant way.


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Why Engage With Key Opinion Leaders and Key Influencers Online?

Posted by Alexandra Fulford on Tue, Aug 19, 2014

The dynamics of communication have changed—we no longer live in a world restricted by physical boundaries or presence. We no longer consume all of our information in paper format. We rely increasingly on digital media as a key information source. In order to communicate “face-to-face,” we no longer need to physically be face-to-face; we can use technology to have live video conferencing.


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