Amplifying Impact with DJ-INFLUENCE
Challenge:
A mid-sized pharmaceutical company launched a novel therapy in a competitive market. Initial marketing efforts struggled to gain traction, failing to effectively reach and convince key Healthcare Professionals (HCPs). Traditional methods missed digitally-active HCPs who were shaping online conversations and influencing peers.
Solution:
The company partnered with Data Jukebox and utilized DJ-INFLUENCE. By analyzing web data and digital footprints, DJ-INFLUENCE identified not only established Key Opinion Leaders (KOLs) but also crucial Digital Opinion Leaders (DOLs) previously overlooked. These DOLs had significant online engagement and specific influence within relevant digital communities.
Action & Results:
Armed with these insights, the marketing team tailored their engagement strategies:
- Targeted digital content was delivered to DOLs via their preferred online platforms, aligning with insights similar to those used for channel optimization.
- Messaging was refined based on the identified influencers' focus areas and online discourse.
- Field teams used these insights to personalize interactions, leading to more meaningful conversations.
The campaign saw a marked improvement: engagement rates with identified influencers doubled, message resonance increased significantly, and adoption rates among the target HCP group accelerated by 30% within six months, demonstrating the power of identifying and engaging the right influencers.
Conclusion:
DJ-INFLUENCE enabled the company to move beyond traditional KOL mapping, uncovering the true digital influencers shaping the market. This led to a more efficient, targeted, and impactful launch strategy, significantly boosting product uptake and demonstrating the value of AI-driven influencer identification in today's digital healthcare landscape.