Medical Affairs Engagement Strategy for IBD/GI

Better HCP Segmentation for Measuring Medical Impact

Uncovering the Unique Characteristics of New Engagers in GI Care

This case study explores how tracking Share of Voice over the past can help measure the impact of medical affairs initiatives in GI indications and develop targeted KOL lists. By understanding these new engagers, medical affairs teams can more effectively collaborate with their clients to ensure their efforts are meeting the needs of patients.

As medical affairs teams seek to bridge the gap between care and research, they must first identify and understand the unique characteristics of new engagers in GI care. In this case study, we will explore how tracking Share of Voice over the past 5 quarters can help measure the impact of medical affairs initiatives in GI indications and develop targeted KOL lists. By understanding these new engagers, medical affairs teams can more effectively collaborate with their clients to ensure their efforts are meeting the needs of patients.

These HCPs did not qualify as either Clinical or Scholarly HCPs, representing a new opportunity for medical affairs teams. While these HCPs may lack the credentials and experience of established KOLs, they still offer value for medical affairs teams in terms of awareness raising and influence within their respective communities.

To better understand these new engagers, our team sought to determine where they disseminate information (research vs social channels). We found that while established KOLs are more likely to publish research in peer-reviewed journals or through key opinion leader websites, new engagers are more likely to be active on social media and online forums. This suggests that medical affairs teams must leverage both traditional and digital channels when targeting this cohort.

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