We just introduced information about more than quarter million speakers and hundreds of medical meetings to the Monocl platform – at no cost to our subscribers.
This information domain offers excellent synergies with existing academic and medical content derived from e.g. publications, clinical trials, grants, guidelines and referral data.
With this blog post, we will cover how to use these powerful new capabilities to predict future opinion leaders – Rising Stars.
Identifying future opinion leaders within Multiple Sclerosis – a real-life example
The Global Medical Affairs Director of Neuroscience in Company A was revisiting the teams’ current engagement strategy for Multiple Sclerosis (MS). It covered both US and Europe and featured the top 100 medical experts in both regions, all esteemed opinion leaders in the MS space.
However, the engagement strategy was lacking a crucial element, emerging opinion leaders or Rising Stars – individuals that are not yet established leaders but on a trajectory towards an influential position in the MS community. If you are not actively looking to target and collaborate with rising stars, read this post on why you should.
Company A recently implemented Monocl as its new objective tool for opinion leader mapping, profiling and tiering, and wanted to see how it could be used to pinpoint rising stars and predict tomorrow’s opinion leaders.
The team performed an initial analysis for both US and European markets. The base of the analysis was the combined impact of every expert peer-review publications, clinical trial activity, membership of international guideline committees and industry collaborations of all experts that have been active within MS. This search resulted in an initial shortlist of the top 70 experts.
Narrowing down thousands of profiles to identify the top experts requires a sophisticated methodology that is impossible to execute at scale without advanced analytics. In this case it did not provide the customer with the desired list of experts because what they were trying to accomplish is finding young, up-and-coming researchers, so-called rising stars, rather than long established thought leaders. Given the search criteria, the algorithms automatically focus on and select experts with long careers. Below we will walk you through how to find the rising stars in your field of interest among the millions of experts in the Monocl database.
Three simple strategies that will dramatically improve your Rising Star identification:
Strategy 1 - Rank by the impact of recent activities
It takes time to build reputation, however, science is moving fast – if you are looking for young professionals that are moving the needle now, not 10 years ago, you have to focus your search on recent activities. Below is a list of the top 10 experts from two cohorts of MS experts – the left ranked by their impact and relevance last 5 years, and the right by their impact throughout their career. This is a feature that we have developed based on feedback from our customers, read more about it here.
Only half of the overall experts show up on the list of recent thought-leaders. Instead the list contains experts further down the list that you might have missed without specifically focusing on recent activities.
Strategy 2 - Focus on the right career phase
By definition, a Rising Star is someone that fairly recently launched their career. By using career phase as a search criterion in your selection, you can ensure that you are only targeting young up-and-comers.
The table below clearly outlines how the list of top 10 experts has changed with the more detailed requirements. The “usual suspects” in MS are no longer a part of the Company A’s shortlist. Instead, we are honing in on their target group of rising stars and identifying a new set of professionals that they would have almost certainly missed otherwise.
Strategy 3 - Use meetings & conference data to assess influence and predict the future
Data presented at medical and scientific meetings is typically 6-12 months ahead of peer reviewed journals. A new a promising drug target or an interesting combination therapy approach very often make their first appearance at a poster session. But meetings data will not only inform you about up-coming groundbreaking discoveries, it can also tell you a lot about up-coming opinion leaders.
Young rising stars rarely have a substantial output of peer-review publications or an impressive clinical trial track-record, simply because they haven’t been active long enough. This is where meetings data comes in to play – by analyzing someone’s track-record as a speaker and presenter at top-tier international meetings, you can learn a lot more about an expert’s domain expertise, influence and reach.
By using frequent speaker activity at prominent Multiple Sclerosis meetings, Company A was able to efficiently narrow the list down to ten emerging opinion leaders that all perfectly aligned with their key objectives.
This real-life example showcases the power of analyzing diverse sets of data from multiple sources simultaneously rather than separately. This data-driven and automated approach will not only save you a lot of time and decrease cost, but - more importantly - it will dramatically improve the quality of your decision-making, help you catch a glimpse into the future and allow you establish relationships with tomorrow’s thought-leaders today.