Information about Opinion Leader
Opinion leadership is a concept that arose out of the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products.
The opinion leader is the agent who is an active media user and who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those that accept their opinions. Opinion leadership tends to be subject specific, that is, a person that is an opinion leader in one field may be a follower in another field. An example of an opinion leader in the field of computer technology, might be a neighbourhood computer service technician. The technician has access to far more information on this topic than the average consumer and has the requisite background to understand the information.
Key Opinion Leaders (KOLs) are physicians who influence their peers' medical practice, including but not limited to prescribing behavior [1]. Pharmaceutical companies generally engage key opinion leaders early in the drug development process to provide advocacy activity and key marketing feedback [1]. Key opinion leaders generally belong to specific area of expertise, such as oncology, cardiology, diabetes, or sometimes do specialized in very niched therapeutic areas such as Colorectal Cancer (CRC), Non Small Cell Lung Cancer (NSCLC). Some KOLs also belong to administration, the FDA or EMEA. Pharmaceutical companies engage KOLs in publications, conducting of clinical trials, or conducting marketing research through online panels.
The opinion leader is the agent who is an active media user and who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those that accept their opinions. Opinion leadership tends to be subject specific, that is, a person that is an opinion leader in one field may be a follower in another field. An example of an opinion leader in the field of computer technology, might be a neighbourhood computer service technician. The technician has access to far more information on this topic than the average consumer and has the requisite background to understand the information.
Key Opinion Leaders (KOLs) are physicians who influence their peers' medical practice, including but not limited to prescribing behavior [1]. Pharmaceutical companies generally engage key opinion leaders early in the drug development process to provide advocacy activity and key marketing feedback [1]. Key opinion leaders generally belong to specific area of expertise, such as oncology, cardiology, diabetes, or sometimes do specialized in very niched therapeutic areas such as Colorectal Cancer (CRC), Non Small Cell Lung Cancer (NSCLC). Some KOLs also belong to administration, the FDA or EMEA. Pharmaceutical companies engage KOLs in publications, conducting of clinical trials, or conducting marketing research through online panels.
See also
References
- [1] Source: Terry Nugent, Director of Marketing, Medical Marketing Service, Inc. (MMS).
- [2] Article: "Developing Win-Win Key Opinion Leader Relationships," Pharma Marketing News, Vol. 2, #10; REPRINT #210-01.
- [3] http://www.pharma-mkting.com/glossary/keyopinionleader.htm
External references
The two-step flow model was propounded by Paul Lazarsfeld and Elihu Katz. Unlike the hypodermic needle model which considers mass media effects to be direct, the two-step flow model stresses human agency.
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Paul Felix Lazarsfeld (1901-1976) was one of the major figures in 20th century American Sociology. The founder of Columbia University's Bureau for Applied Social Research, he exerted a tremendous influence over the techniques and the organization of research.
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Elihu Katz (b. 1926 in New York) is an American sociologist. He has spent most of a lifetime in research on communication, his main focus being the interplay between media, conversation, opinion, and action in the public sphere.
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Diffusion is the process by which a new idea or new product is accepted by the market. The rate of diffusion is the speed that the new idea spreads from one consumer to the next.
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The study of the diffusion of innovation is the study of how, why, and at what rate new ideas and technology spread through cultures.
This research topic began in the 1950s at the University of Chicago with funding from television producers who sought a way to measure the
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This research topic began in the 1950s at the University of Chicago with funding from television producers who sought a way to measure the
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Aspinwall Classification System (Leo Aspinwall, 1958) classifies and rates products based on five variables:
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- Replacement rate (How frequently is the product repurchased?)
- Gross margin (How much profit is obtained from each product?)
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Opinion leadership is a concept that arose out of the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products.
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A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging.
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The study of the diffusion of innovation is the study of how, why, and at what rate new ideas and technology spread through cultures.
This research topic began in the 1950s at the University of Chicago with funding from television producers who sought a way to measure the
..... Click the link for more information.
This research topic began in the 1950s at the University of Chicago with funding from television producers who sought a way to measure the
..... Click the link for more information.
The two-step flow model was propounded by Paul Lazarsfeld and Elihu Katz. Unlike the hypodermic needle model which considers mass media effects to be direct, the two-step flow model stresses human agency.
..... Click the link for more information.
..... Click the link for more information.
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