VideoKOL Mapping

We are all familiar with the typical process for KOL mapping. It usually begins with identifying your desired KOLs. You can purchase a list, build one internally, and then add the metrics that matter most to your marketplace. From there, you identify their spheres of influence by mapping connections, charting referral pathways, and segmenting them into a focused group. Once engaged, you build a strategy to amplify their messages.

However, we often find that this traditional approach does not produce the level of trial and adoption we expect or need. Why not? What’s missing? One crucial factor: prescribers are not persuaded by KOLs who are not like them. Simple—but profound.

Prescribers want KOLs who are like them in how they think, how they make decisions, their beliefs and attitudes, and how they identify themselves and their roles as healthcare professionals. Our job is to identify these elements of each individual’s behavioral profile and align the right people together.

When we understand the behavioral profiles of both the KOLs and the target audience, we can clearly see who is truly like whom. From there, the solution is straightforward: connect them. Once connected, targets will hear, see, and even feel that the KOLs are like them. They will naturally seek out their content across the platforms and channels where it appears and be more open to their perspectives.

And that’s exactly what we want. If you’re interested in understanding how this approach can be applied to your brand or organization, I’d be happy to walk you through it—or share a deck for you to review.