In our last article, we introduced the Share of Scientific Voice—a compliant way to measure the impact of Medical Affairs. Medical Affairs leaders are using Share of Scientific Voice as a galvanizing metric. Previously, different teams studied metrics that impacted separate strategies such as field medical strategy, medical director strategy, or the grant strategy. Everybody worked on strategies that Share of Scientific Voice now brings together. Measuring Share of Scientific Voice ties all Medical Affairs work to one outcome: How can we show we are having an impact in as much useful detail as possible?
For Medical Affairs, knowing Share of Scientific Voice also guides resource allocation to the right places, resulting in more data generated, more insights to disseminate, and improved engagement with Key Opinion Leaders. The final measurable outcome is increased product mentions. More dissemination and more mentions, the more we know we are reaching the HCP community with science they can use to make the best possible choices for their patients
Knowing your Share of Scientific Voice is helpful, but how, exactly, can it drive strategic decision-making?
To answer that, let’s look at a real Share of Scientific Voice example. The line graph below is a screenshot from Acceleration Point’s SOSV dashboard utilizing Pharmaspectra data. Again, Share of Scientific Voice describes scientific “mind share” through percentage relative to related products over time.
In this example, Red Company enjoyed nearly 100 percent of all product mentions in a specific therapeutic area’s publications and presentations until 2013. Meaning, they were the undisputed niche leader, which manifested in more scientific information with the HCP community.
Over a few short years, Purple Company seized Share of Voice, climbing as Red Company’s share fell. Red Company’s percentage dwindled to 30 percent, tied with Purple Company, once Green Company and Yellow Company entered the picture.
Seeing the big picture is a great start, but taking action requires being able to drill into the detail in order to plan specific actions. There are four ways to drill into SOSV data to identify actions:
- By Congress: Identify which congresses and events your competitors are presenting at. This requires going beyond the top meetings that everyone knows and drilling into the regional meetings or meetings not directly related to your indication.
- By Journal: Not all journals publications are created equal. Consider adding a weighting to the journals to identify if the SOSV is driven only by volume or if the publications are in highly impactful sources. At Acceleration Point we incorporate the SCIMago journal rank into our tools.
- By Geography: With this data you can look to see where science is being disseminated by product guiding regional investments.
- By Thought-Leader: With the right data, you can drill all the way down to the SOSV for individual KOLs. This individual view gives you insight about where you need to protect, build, or recover your share of scientific voice.
The above SOSV example and these four identifiers will enable you to leverage SOSV to drive strategic decision-making. But with any new metric, there will be questions. And we’re here to answer them. Reach out to us today, and we’ll discuss how to leverage your Share of Scientific Voice to guide your organization’s resource allocation. Simply click here.