WO2001016839A2 - System for influence network marketing - Google Patents
System for influence network marketing Download PDFInfo
- Publication number
- WO2001016839A2 WO2001016839A2 PCT/US2000/023743 US0023743W WO0116839A2 WO 2001016839 A2 WO2001016839 A2 WO 2001016839A2 US 0023743 W US0023743 W US 0023743W WO 0116839 A2 WO0116839 A2 WO 0116839A2
- Authority
- WO
- WIPO (PCT)
- Prior art keywords
- network
- members
- innovation
- target community
- influence
- Prior art date
Links
Classifications
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q20/00—Payment architectures, schemes or protocols
- G06Q20/08—Payment architectures
- G06Q20/20—Point-of-sale [POS] network systems
- G06Q20/201—Price look-up processing, e.g. updating
Definitions
- the invention relates to a system for marketing and, more particularly, to a system for marketing an innovation using opinion leaders and an influence network.
- the final decision by the physicians to adopt (i.e., prescribe) or not adopt (i.e., not prescribe) the new drug typically involves a slow proces, and great effort and expense are incurred by the drug manufacturer in attempting to persuade the physicians to prescribe the new drug.
- a more efficient marketing system is needed to bring about an earlier final decision by the physicians to adopt or not adopt the new drug.
- marketing efforts and expenses would be saved because the marketing campaign could be ended earlier.
- the drug manufacturer would cease the marketing campaign, evaluate the reasons why the new drug was not adopted, and either respond to the reasons or cease selling the new drug. For either case of earlier adoption or earlier non-adoption, the drug manufacturer would realize savings in marketing effort and expense.
- An object of the invention is to reduce the costs and increase the efficiency of marketing a new product or service to potential customers, especially in focused markets, such as marketing new healthcare products and services to healthcare providers.
- An object of the invention is to have an earlier adoption or non-adoption of a new product or service by potential customers.
- the method of the invention includes a method for marketing an innovation to members in a target community.
- An influence network is determined for the members in the target community, and the opinion leaders are identified from among the members using the influence network.
- the innovation is presented to the opinion leaders, and assistance is provided with the dispersion of evaluations of the innovation from opinion leaders to the members in the target community by using the influence network.
- the apparatus of the invention includes a computer having software to operate the computer in accordance with the invention.
- Figure 1 illustrates a flow diagram for marketing an innovation to members in a target community using opinion leaders and an influence network.
- Figure 6 illustrates a sociogram of an influence network.
- System norms of a target community refer to the set of established behavior patterns that serve as a guide or standard for the members of the target community. System norms are major factors in the rate of adoption and the probability of adoption of an innovation within the target community. Further, system norms determine the compatibility of an innovation with what is currently in use within the target community. System norms manifest as scientific paradigms, cultural mores, professional ethics and standards, corporate policy, and so forth.
- Opinion leader refers a member in a target community who has influence over the attitudes and/or the behavior of other members in the target community. Opinion leaders are generally more exposed to all forms of external communication, are more cosmopolitan, and have somewhat higher social or professional status. Opinion leaders also tend to be more innovative than their peers but are usually not the trailblazers or earliest adopters of an innovation. In addition, opinion leaders are at the center of interpersonal communication networks, and the behavior of opinion leaders is accessible to and imitated by other members of the target community.
- a "change agent” refers to one or more members outside of a target community who seek to have an innovation adopted by the members of the target community. Although outside of the target community, a change agent possesses both the technical information and communication skills necessary to persuade members of the target community to adopt the innovation.
- a change agent is one or more salespeople representing a manufacturer of an innovation.
- the target community is physicians
- the innovation is a new drug
- the change agent is one or more salespeople for the manufacture of the new drug
- the change agent desires to persuade the physicians to use the new drug by prescribing the new drug for the patients of the physicians.
- An "authority innovation decision” refers to an adoption choice made by a few members of a target community who possess power, status, or technical expertise as to whether to adopt or not adopt an innovation.
- a “communication channel” refers to the path of information flow between and among the members of a target community.
- Two types of communication channels are mass media communication channels and interpersonal communication channels.
- the key element in each of the four steps of the innovation decision process is information.
- a member seeks information in the innovation decision process to decrease the amount of uncertainty regarding the advantages, disadvantages, and expected consequences of the innovation.
- the influence network is determined for the members in the target community.
- the target community is defined, the members in the target community are identified, and the influence network is determined.
- a change agent can diffuse information on an innovation to the target community.
- Block 1 is implemented using the flow diagram of Figure 2.
- the questionnaire seeks to determine which members in the target community influence the respondent to the questionnaire, and/or which members in the target community are influenced by the respondent to the questionnaire.
- the questionnaire is designed to solicit responses about who the respondent talks to about innovations in the target community, who the respondent looks to for guidance on technical matters, and who the respondent trusts in the target community. For example, the questionnaire asks questions such as: "From whom do you seek technical advice in the target community?"; "Whom do you socialize with or trust in the target community?"; or "Who is an international, national, or regional leader in a technical field of the target community, whose writings you read or lectures you attend, but with whom you do not necessarily communicate?”.
- the trust and friendship network identifies the social structure and the communication structure in the target community that the members in the target community use for making optional innovation decisions.
- the trust and friendship network identifies the flow of evaluations on the adoption or non-adoption of innovations in the target community. For instance, a member relies on a first subset of members in the target community for providing evaluations of innovations in the target community, but does not rely on a second subset of members in the target community for providing evaluations on innovations in the target community.
- a member may have a different trust and friendship network for each technical advice network.
- a trust and friendship network can be created that identifies which psychiatrists in the target community seek out for the evaluations of other psychiatrists in the target community on whether to adopt or not adopt an innovation.
- a psychiatrist in the target community relies on a first subset of the psychiatrists in the target community for providing evaluations of innovations in the target community, but does not rely on a second subset of the psychiatrists in the target community for providing evaluations of innovations in the target community.
- the software uses as input information from the completed questionnaires received in block 12. For example, given the members in a target community identified in the completed questionnaires and given the relationships between the members in the target community from the completed questionnaires, the software automatically generates at least one sociogram.
- the one or more generated sociograms can be for the influence network, one or more of the technical advice networks, and/or the trust and friendship network of the target community.
- the software is written in the C++ language and runs on a PC operating Windows. With the sociogram for the influence network, the change agent is able to pursue a swift, efficient, and cost effective adoption of the innovation by the members in the target community. Referring back to block 2 in Figure 1, opinion leaders in the technical advice network are identified from the members in the target community.
- the influence network has one trust and friendship network and one or more technical advice networks, and the trust and friendship network is used for all of the technical advice networks.
- the change agent increases the efficiency of the adoption of the innovation by focusing marketing efforts on the opinion leaders for the trust and friendship network.
- the opinion leaders in the trust and friendship network illustrated in Figure 5 are identified.
- the opinion leaders are represented by nodes 2, 3, 13, 14, 15, 17, 18, 19, 21, and 23.
- the most influential opinion leaders in the trust and friendship network are represented by nodes 15 and 18, which are the only nodes with diamonds.
- agreement/rejection evaluations have a trickle-down effect from the opinion leaders to the other members in the technical advice network.
- agreement/rejection evaluations of the innovation cascade through the technical advice network in a very effective manner.
- agreement/rejection evaluations of the innovation may be communicated between members via the technical advice network by many techniques.
- techniques for communication of information on the innovation between members in the target community include: letters; electronic mail; telephone calls; personal visits; and discussions at forums for the target community.
- the change agent maintains contact with the opinion leaders to ensure that agreement/rejection evaluations of the innovation are dispersed in a timely fashion and in an intentional and systematic manner.
- the change agent facilitates the flow of the agreement/rejection evaluations through the technical advice network.
- the change agent can send information on the innovation to the members in the technical advice network timed to the flow of the evaluations from the opinion leaders.
- the change agent can assist in dispersing information on the innovation by making contact with the members in the target community, and especially the opinion leaders, as per the sociogram of the technical advice network.
- the change agent first focuses on the opinion leaders having the most influence, as determined by the sociogram for the technical advice network, and then focuses on the remaining opinion leaders in order of influence, as determined by the sociogram for the technical advice network.
- the change agent can: send literature regarding the innovation to members in the target community; send samples regarding the innovation to members in the target community; send letters regarding the innovation to members in the target community using, for example, the letterhead of the change agent or the letterhead of the opinion leaders, with their approval; send electronic mail regarding the innovation to members in the target community; make telephone calls regarding the innovation to members in the target community; visit members in the target community to discuss the innovation; and attend forums for the target community to discuss the innovation with members in the target community.
- the change agent focuses on persuading these members. Foremost, the change agent focuses on persuading the member represented by nodes 15 and 18 because these members are identified in the trust and friendship network as having the most influence. By tracing the connections in Figure 5, the influence of these opinion leaders represented by nodes 15 and 18 can be seen to be great.
Abstract
Description
Claims
Priority Applications (1)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
EP00959576A EP1221118A2 (en) | 1999-08-31 | 2000-08-30 | System for influence network marketing |
Applications Claiming Priority (2)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
US38635399A | 1999-08-31 | 1999-08-31 | |
US09/386,353 | 1999-08-31 |
Publications (2)
Publication Number | Publication Date |
---|---|
WO2001016839A2 true WO2001016839A2 (en) | 2001-03-08 |
WO2001016839A8 WO2001016839A8 (en) | 2001-12-20 |
Family
ID=23525254
Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
---|---|---|---|
PCT/US2000/023743 WO2001016839A2 (en) | 1999-08-31 | 2000-08-30 | System for influence network marketing |
Country Status (3)
Country | Link |
---|---|
US (1) | US20050049908A2 (en) |
EP (1) | EP1221118A2 (en) |
WO (1) | WO2001016839A2 (en) |
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2004
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Cited By (6)
Publication number | Priority date | Publication date | Assignee | Title |
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US8577886B2 (en) | 2004-09-15 | 2013-11-05 | Within3, Inc. | Collections of linked databases |
US8635217B2 (en) | 2004-09-15 | 2014-01-21 | Michael J. Markus | Collections of linked databases |
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US10395326B2 (en) | 2005-11-15 | 2019-08-27 | 3Degrees Llc | Collections of linked databases |
Also Published As
Publication number | Publication date |
---|---|
WO2001016839A8 (en) | 2001-12-20 |
US20040167814A1 (en) | 2004-08-26 |
US20050049908A2 (en) | 2005-03-03 |
EP1221118A2 (en) | 2002-07-10 |
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