Systems and methods for creating and maintaining a market intelligence portal

• US 20070067210A1
• Filed: 08/09/2006
• Published: 03/22/2007
• Est. Priority Date: 10/10/2002
• Status: Abandoned Application

• Current Assignee: ROI2, Inc.
• Original Assignee: Prolink Services, LLC
• Inventors: Mallette, Stephen, Rishell, Bonnie, Anderson, Archie
• Application Number:
  US11/501,223
• Publication Number:
  US 20070067210A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 10/107 Computer-aided management of electronic mailing [e-mailing]
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: G06Q 30/0204 Market segmentation

Abstract

Systems and methods for creating and maintaining a market intelligence portal. Using automated data processing techniques, a market intelligence campaign is defined and executed to determine the most productive approach for marketing new products in a particular market segment. A key component of the systems and methods is identifying key opinion leaders who are deemed by their peers to be influential in a particular therapy space through surveying techniques. In addition to opinion leader information obtained through surveying, external data sources are used to create a detailed profile for each opinion leader identified through surveying. Social network mapping and other analysis is performed on the profiles. The survey results, profiles and social network diagrams are stored electronically on a network portal. An interactive dashboard interface to the portal is created so that the data can be accessed and visualized remotely, preferably using a web browser interface. One or more data streams are used to self-update the data as new data relevant to the campaign and/or the opinion leader profiles is available. The various systems and methods may have particular utility to pharmaceutical companies trying to gain market acceptance of new drug therapies.

Claims

1. A market intelligence portal (MIP) for providing market intelligence data relevant to a medical company'"'"'s marketing campaign comprising:

an Internet-based information portal comprising;

a survey module;

a campaign dashboard interface module;

a data stream module;

an influence mapping module; and

an alert module.

2. The market intelligence portal according to claim 1, wherein the survey module comprises a database of survey response information including responses to opinion leader surveys received from medical practitioners associated with a particular therapy space to identify medical practitioners who are regarded as key opinion leaders within that therapy space.

3. The market intelligence portal according to claim 2, wherein survey response information comprises transcribed opinion leader response surveys.

4. The market intelligence portal according to claim 2, wherein survey response information comprises audio files of telephone-based opinion leader surveys.

5. The market intelligence portal according to claim 2, wherein the survey module comprises a system for automated opinion leader surveying

6. The market intelligence portal according to claim 5, wherein the system for automated opinion leader surveying comprises:

a web server adapted to;

provide, to a plurality of survey participants, data for display as at least one web page, the at least one web page representing an opinion leader survey, the survey including at least one input field that is used by each survey participant to specify at least one medical practitioner whom the participant regards as an influential opinion leader in the particular therapy space; and

receive, via the at least one displayed web page, a survey response from each of a subset of the survey participants, the survey response including the identity of the at least one practitioner regarded by the participant as a key opinion leader in that therapy space;

a response management module operably connected to the database and the data server and being adapted to store a representation of each survey response in the database; and

a report generation module operably connected to the database and being adapted to generate at least one report for a pharmaceutical representative, after a predetermined number of responses are received, based in part on the stored representations of the survey responses, the at least one report including a list of medical practitioners identified in the survey responses who are relevant to adoption of the particular pharmaceutical.

7. The market intelligence portal according to claim 1, wherein the survey module comprises market intelligence data relevant to a medical company'"'"'s treatment plan including names of practitioners and/or institutions relevant to promotion of a pharmaceutical product in a particular therapy space.

8. The market intelligence portal according to claim 1, wherein the survey module is further adapted to generate an opinion leader survey for the marketing campaign.

9. The market intelligence portal according to claim 8, wherein the survey includes a financial incentive to incentivise survey recipients to participate in the survey

10. The market intelligence portal according to claim 1, wherein the survey is further adapted to generate a list of survey participants based on a correlation between the recipients and a therapy space associated with the marketing campaign.

11. The market intelligence portal according to claim 10, wherein generating a list of survey participants comprises searching a database associated with the portal and generating surveys based on the results.

12. The market intelligence portal according to claim 10, wherein generating a list of survey participants comprises receiving a list and generating survey'"'"'s based on the list.

13. The market intelligence portal according to claim 1, wherein the dashboard interface module comprises a practitioner profile module.

14. The market intelligence portal according to claim 13, wherein the practitioner profile module is adapted to create a practitioner profile from information stored in the survey module.

15. The market intelligence platform according to claim 14, wherein the practitioner profile module is further adapted to identify missing information from the practitioner profile and to obtain additional profile information from an external data source.

16. The market intelligence portal according to claim 15, wherein the additional profile information comprises one or more practitioner fields selected from the group consisting of scientific contributions, speaking experience, regulatory experience, institutional affiliation, educational background, awards, and clinical trial participation.

17. The market intelligence portal according to claim 13, wherein the data stream module periodically provides automatic updates to practitioner profile information in the practitioner profile module.

18. The market intelligence portal according to claim 13, wherein the dashboard interface module comprises a mapping module adapted to generate one or more dynamic social network diagrams for each practitioner having a profile.

19. The market intelligence portal according to claim 18, wherein a social network diagram illustrates a practitioner'"'"'s connection to one or more other profiled practitioners based commonality in one or more of the practitioner fields.

20. The market intelligence portal according to claim 1, wherein the dashboard interface module comprises a clinical trials module.

21. The market intelligence portal according to claim 13, wherein the clinical trials module comprises a link to a clinical trials database.

22. The market intelligence portal according to claim 21, wherein clinical trial information accessible in the clinical trials module is associated with one or more opinion leading practitioners identified in the survey module.

23. The market intelligence portal according to claim 1, wherein the dashboard interface module comprises a visualization module adapted to provide dynamic user defined visualizations of data from the surveying module, data stream module, and influence mapping.

24. The market intelligence portal according to claim 1, wherein the campaign dashboard interface module comprises a watch list module.

25. The market intelligence portal according to claim 24, wherein the watch list module is adapted to permit a campaign dashboard viewer to designate one or more areas of interest.

26. The market intelligence portal according to claim 25, wherein an area of interest comprises at least one item selected from the group consisting of a single practitioner, multiple practitioners, a social network, an institution, a therapy space and combinations thereof.

27. The market intelligence portal according to claim 24, wherein the watch list module comprises alert module is adapted to generate an alert when an item on the watch list is updated with new information.

28. The market intelligence portal according to claim 27, wherein generating an alert comprises performing at least one action selected from the group consisting of sending an email message, inserting a visible alert on a dashboard view of the campaign dashboard module, sending a text message, and combinations thereof.

29. The market intelligence portal according to claim 1, wherein the data stream module comprises a connection to one or more self-updating remote data sources.

30. The market intelligence portal according to claim 20, wherein the self-updating remote data sources comprise sources selected from the group consisting of an Internet-based search engines, commercial data services, newswires, publications, prescriber databases, clinical trials databases, and combinations thereof.

31. The market intelligence portal according to claim 1, further comprising a subject matter expert review (SME) module.

32. The market intelligence portal according to claim 31, wherein the SME module comprises an interface for an expert to enter opinion leader survey response data into the survey module.

33. A market intelligence portal (MIP) system for providing a medical company with market intelligence data relevant to the medical company'"'"'s marketing campaign comprising:

a network-based computer system comprising;

a surveying module, adapted to generate an opinion leader survey of practitioners working in a particular clinical therapy space relevant to the marketing campaign to identify practitioners regarded by the participants as key opinion leaders in the therapy space and to store the survey results;

a practitioner profile module adapted to create a practitioner profile for each opinion leader in the survey including one or more information fields selected from the group consisting of scientific contributions, speaking experience, regulatory experience, institutional affiliation, educational background, awards, and clinical trial participation;

a data stream module adapted to receive automatic data updates relevant to practitioner profiles;

an influence mapping module adapted to create at least one social network diagram for each identified practitioner, the social network diagram illustrating a connection between practitioners based on a commonality in one or more of the information fields;

a campaign dashboard module for accessing the practitioners profiles, social network diagrams and data updates over a computer network; and

an alert module adapted to permit viewers to establish an automatic alert when a practitioner profile is updated with data update information.

34. A method of obtaining market intelligence data related to marketing of a new pharmaceutical in a specific therapy space comprising:

identifying a number of practitioners working in the particular therapy space;

generating an opinion leader survey for the practitioners that requests the respondent to name at least one practitioner in the therapy space that the respondent regards as an opinion leader;

providing the opinion leader survey to the identified practitioners, including a financial incentive to participate in the survey;

receiving the survey responses and transcribing the response data into an electronic database;

for each identified opinion leader, obtaining additional information comprising one or more fields of information selected from the group consisting of scientific contributions, speaking experience, regulatory experience, institutional affiliation, educational background, awards, and clinical trial participation;

creating a practitioner profile for each named practitioner using the survey responses and the additional information;

creating a social network diagram for each named practitioner relative to other named practitioners based on commonality between one or more fields of the additional information;

creating a campaign dashboard for a requestor of the market intelligence data to interact with the practitioner profiles and social network diagrams; and

automatically updating the practitioner profile with information from one or more self-updating external data sources.