opinion leader strategy and management
In pharmaceuticals we intuitively know how important Opinion Leaders (OLs) are - just a handful will make more impact on a brand’s value than any promotional campaign. This is because Opinion Leaders are the ultimate conveyers of Word of Mouth.
It’s curious therefore, that despite all of the academic research that has been made in Opinion Leadership, very little has actually been applied. Until now, ‘Opinion Leader management’ has been almost completely tactical in approach.
central designs and implements opinion leader strategies built on Word of Mouth marketing science
central helps clients understand which OLs they should be working with. Importantly, this analysis goes much deeper than simply the OL’s influence. We also identify their Word of Mouth skills and Adoption of Innovation profile. We then match these skills and attitudes to the brand’s needs; crucial aspects that are usually ignored.
With our clients we build strategic programmes around these Opinion Leaders and help our clients implement them through:
Advisory boards - planning, management and facilitation
Scientific writing - all types of scientific publications, meeting reports, slide sets, competitor reviews, training manuals
Congress, symposia and stand alone meetings - agenda planning, medical content, faculty and event management, design
centileTM
As outlined above, it’s critical to understand who to work with and why. Because of this, central has built centileTM; a revolutionary data analysis and management software programme that uses state of the art knowledge and techniques to identify and profile Opinion Leaders.
centileTM has been used to profile in excess of 1000 OLs and has been developed with expert input from Kingston University’s School of Marketing - a renown centre of excellence for Word of Mouth academic research.
"central is the only agency we've seen bring strategy to Opinion Leader management, which they do with a truly innovative approach "
Iris W
International Business Leader
Roche