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In Key Opinion Leader Management, Quantity Does Not Equal Quality in Evaluating a Scientist's Real Importance
Date:9/30/2009

ips with others in the community so their ideas may not be spread around as easily to peers and colleagues. If you're an isolated person, it's hard for ideas to flow. Conversely, there are people that companies might dismiss because there is not much evidence of their importance as measured by publication counts. But we find them highly connected in roles such as advisers and trusted colleagues, or subject matter experts to the community."

Lnx Pharma uses "social network analysis" to decipher the real relationships in the medical and pharmaceutical research communities. Applying their proprietary technology to the universe of people and publications, they found across multiple disease categories that 50% of potentially valuable key scientific leaders were actually not the most frequently published or cited scientists. That is to say, if pharmaceutical companies are only considering volume and popularity as a metric for evaluating key advisers, they are missing up to half of the people who may be truly of importance.

Analyzing over a dozen disease categories for clients who engage the company for custom research, Lnx Pharma consistently found many previously undervalued or unknown KOLs, but more importantly they uncovered critical information about how people work and organize around specific ideas and topics. Importance can't be reliably measured by a list using one or two ranking criteria. Lnx Pharma technology allows deciphering of the complex web of relationship in the ecosystem of human expert networks, identifying relative positions of individuals in the network, based on multiple highly relevant criteria. The results are critical not only for Key Opinion Leader management, but also for overall pharmaceutical marketing research.

"Many of our clients have
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