Measuring and tracking advocacy amongst your KOLs is of critical importance to help ensure effective engagement. It is also an important measure of ROI – it enables you to see how your activities have ‘changed the needle’ and what impact they have had on KOLs.
How can you measure and track advocacy? Our Advocacy Engine uses three different measurement lenses – sentiment, mindset, scientific messaging – to achieve this in near-real-time.
- “Sentiment” is an assessment of a KOL’s position as judged by those who engage with the KOL on a regular basis. Typically, an advocacy ladder or an advocacy matrix is used to track the sentiment of a KOL.
- “Mindset” involves asking KOLs directly about their beliefs and where they stand in relation to key therapeutic issues, or even in the context of your scientific story,
- “Messaging” involves the medical analysis of a KOL’s scientific outputs to identify the scientific messages and data they are advocating, seen through an objective analytical perspective.
Together these three different lenses take into account three different viewpoints to give you an accurate, near-real-time, holistic measure of advocacy amongst your KOLs.
How can such advocacy data then be used to guide and boost engagement? An example: the Advocacy Engine may identify a group of experts who are not resonating with your recent safety messages (based on their consistent low sentiment scores on perceptions of safety, low mindset alignment on safety story, etc). Your team would then focus on this group with engagements & activities specifically to build education around your “safety” scientific messages.
Eventually, with enough cycles, you can get to an n=1 state where a constant flow of rich advocacy data can help you decide which expert to engage, what activities they should be involved in, and even the flow of exposure of your content & scientific messages to each KOL.
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