2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential.
Slide 2
2014 Experian Information Solutions, Inc. All rights reserved.
Experian and the marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product
and company names mentioned herein are the trademarks of their
respective owners. No part of this copyrighted work may be
reproduced, modified, or distributed in any form or manner without
the prior written permission of Experian. Experian Confidential.
Key Opinion Leader for Healthcare Leandro Guerra Analytics Manager
| Serasa Experian
Slide 3
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. Key opinion leaders The project New Product
Direct Marketing Social Influence Regional Influence Network
Influence What is the impact of an opinion former in his social
environment? What can the pharmaceutical industry do with this
information? 3
Slide 4
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. 4 Data capture model: CPF/CNPJ Data
Membership Workplace Academic data Professional data Hospital data
Internet (Robots) 254,000 health institutions Complex network of
relationships Key opinion leaders How do we do?
Slide 5
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. 5 What is a relationship? Keywords citation
together with Dr. Johnes Dr. Johnes Scientific Research They work
in the same hospital They have the same specialization Relationship
Notoriety Keyword Search GEOGRAPHIC INFLUENCE NOTORIETY
RELATIONSHIPS PROFESSIONAL WORKPLACE KOL
Slide 6
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. 6 Tools and main techniques NOTORIETY
NOTORIETY INDEX: Weight 1 * Profession notoriety Weight 2 *
Academic notoriety Weight 3 * Books and scientific researches
Weight 4 * Academic relevance Weight 5 * Experience time since
graduated RELATIONSHIP INDEX: Weight 1 * Companies ownership Weight
2 * Workplace relationship Weight 3 * Speciality relationship
Weight 4 * Regional relationship Weight 5 * Partnership in academic
production RELATIONSHIP NOTORIETY RELATIONSHIP INFLUENCE Weight 1 *
iNotoriety Weight 2 * iRelationship Store and analyse textual data
Development of relationship, notoriety and influence models Tools
to develop relationship metrics and complex networks Storage and
management of processed data
Slide 7
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. 7 Completed projects + pipeline We have sold
7 projects, summarizing a revenue of US$ 150,000
DiabetesPainDiabetes Vitamins and Life Quality Diabetes and Cancer
Pain Completed Pipeline The goal of this solution to FY15 is to
achieve US$ 200,000 Mapped opportunities in FY15 sum US$
400,000
Slide 8
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. 8 Potential markets Market Billion US$ %
Companies Animal food5,04149% Agriculture pesticides21,81365%
Publisher houses1,63110% Universities5,0550% Medical
laboratories23,80166% Vet medicine laboratories3,20058% Seeds
production laboratories2,80664% Customer needs to develop KOL in
other countries
Slide 9
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. #FOIC2014
Slide 10
2014 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. Leandro Guerra Analytics Manager Serasa
Experian e:[email protected] t:+55 11 28479663 m:+55
11 999176924