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Cutting Edge Information
Analysis says pharma companies must increase local "thought leader" use
May 14th, 2003
Pharmaceutical companies continue to pursue national and regional "thought leaders" to influence local markets when community opinion leaders would be more appropriate, according to a new study by pharmaceutical research firm Cutting Edge Information. The study reveals that local thought leaders are far more influential in their communities than physicians with national or regional prominence. For example, local opinion leaders are far more likely to influence community physicians through a promotional speech than unfamiliar national thought leaders. Cutting Edge Information's newest study, "Managing Key Opinion Leader Relationships," contains more...
Source: Biotech Week (2003-05-14)
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