Applying Behavioral Models to Assess the Impact and Influence of Medical Liaisons on Opinion Leaders Carlos M. Tafur, MD J...
Innovation Adoption Lifecycle
Behavioral Models  and Opinion Leaders <ul><li>The transfer of medical research findings into practice is slow and random ...
Behavioral Models  and Opinion Leaders <ul><li>Health care professionals work within peer groups that share and can be inf...
Behavioral Models  and Opinion Leaders <ul><li>Leadership of opinion leaders is informal </li></ul><ul><li>Leadership is e...
Behavioral Models  and Opinion Leaders <ul><li>Compared to their peers, opinion leaders tend to  </li></ul><ul><ul><li>be ...
KOL Network <ul><li>“ The most striking feature of opinion leaders is their unique and influential position in their syste...
Behavioral Models, Medical Liaisons  and Opinion Leaders <ul><li>Medical Liaisons form part of the opinion leader’s interp...
Behavioral Models  and Opinion Leaders <ul><li>The transtheoretical model can be applied to opinion leaders related to ado...
Transtheoretical Model Stages
Behavioral Models  and Opinion Leaders <ul><li>The transtheoretical model can be applied to segmentation of opinion leader...
KOL Matrix
Behavioral Models  and Opinion Leaders <ul><li>Examples of segments by phases of change </li></ul><ul><ul><li>Preparation ...
Behavioral Models  and Opinion Leaders <ul><li>Action and maintenance can be identified by advocacy (speaking, investigato...
Behavioral Models  and Opinion Leaders <ul><li>As data is gathered from opinion leaders and the value of the services prov...
Behavioral Models  and Opinion Leaders <ul><li>The transtheoretical model can be used to define educational/informational ...
Behavioral Models  and Opinion Leaders <ul><li>Examples of interventions tailored to stages of change of advocacy  </li></...
Behavioral Models  and Opinion Leaders <ul><li>Additional interventions by segmentation:  </li></ul><ul><li>pre-contemplat...
Summary: Behavioral Models  and Opinion Leaders <ul><li>Opinion leaders are exposed to more forms of external communicatio...
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Behavioral Models And Opinion Leaders

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  • Behavioral Models And Opinion Leaders

    1. 1. Applying Behavioral Models to Assess the Impact and Influence of Medical Liaisons on Opinion Leaders Carlos M. Tafur, MD July 2011
    2. 2. Innovation Adoption Lifecycle
    3. 3. Behavioral Models and Opinion Leaders <ul><li>The transfer of medical research findings into practice is slow and random </li></ul><ul><ul><li>Publication of research findings in journals is a principal dissemination strategy </li></ul></ul><ul><ul><li>Assumption: reading study results will lead to changes in practice </li></ul></ul><ul><ul><li>Opinion leaders are early adopters of research findings </li></ul></ul>
    4. 4. Behavioral Models and Opinion Leaders <ul><li>Health care professionals work within peer groups that share and can be influenced by common </li></ul><ul><ul><li>beliefs </li></ul></ul><ul><ul><li>assumptions </li></ul></ul><ul><ul><li>group norms </li></ul></ul><ul><li>Various strategies can be used to facilitate the implementation of research findings by using these social influences </li></ul><ul><li>Mittman, Qual Rev Bull. 1992. </li></ul>
    5. 5. Behavioral Models and Opinion Leaders <ul><li>Leadership of opinion leaders is informal </li></ul><ul><li>Leadership is earned and maintained by the individual's: </li></ul><ul><ul><li>technical competence </li></ul></ul><ul><ul><li>social accessibility </li></ul></ul><ul><ul><li>conformity to the system's norms </li></ul></ul><ul><ul><li>Grimshaw et al, Implement Sci. 2006; 1: 3 </li></ul></ul>
    6. 6. Behavioral Models and Opinion Leaders <ul><li>Compared to their peers, opinion leaders tend to </li></ul><ul><ul><li>be more exposed to all forms of external communication </li></ul></ul><ul><ul><li>have somewhat higher social status </li></ul></ul><ul><ul><li>be more innovative </li></ul></ul><ul><li>Grimshaw et al, Implement Sci. 2006; 1: 3 </li></ul>
    7. 7. KOL Network <ul><li>“ The most striking feature of opinion leaders is their unique and influential position in their system's communication structure; they are at the center of interpersonal communication networks – interconnected individuals who are linked by patterned flows of information.” </li></ul>Dr. B Dr. F Dr. E Dr. D Dr. C Dr. A KOL
    8. 8. Behavioral Models, Medical Liaisons and Opinion Leaders <ul><li>Medical Liaisons form part of the opinion leader’s interpersonal communication network </li></ul><ul><li>Since opinion leaders are more often exposed to all forms of external communication they are more open to spending time with scientists from groups like Field Medical Teams </li></ul><ul><li>Medical Liaisons and other similar groups contribute to the patterned flow of information and assist opinion leaders in maintaining: </li></ul><ul><ul><li>Technical competence </li></ul></ul><ul><ul><li>Early adopter status </li></ul></ul>
    9. 9. Behavioral Models and Opinion Leaders <ul><li>The transtheoretical model can be applied to opinion leaders related to adoption of research findings </li></ul><ul><li>Opinion leaders </li></ul><ul><ul><li>Access more information more often </li></ul></ul><ul><ul><li>Increase awareness more quickly </li></ul></ul><ul><ul><li>Move through pre-contemplation and contemplation stages more quickly than their peers </li></ul></ul><ul><ul><li>Are more likely to be up-to-date </li></ul></ul><ul><ul><li>May experience barriers similar to peers in the preparation and action phases of adopting new advances into practice </li></ul></ul>
    10. 10. Transtheoretical Model Stages
    11. 11. Behavioral Models and Opinion Leaders <ul><li>The transtheoretical model can be applied to segmentation of opinion leaders as advocates </li></ul><ul><ul><li>Precontemplation, contemplation, preparation, action, maintenance </li></ul></ul><ul><ul><li>Sphere of influence: regional, national, international </li></ul></ul><ul><ul><li>Openness to advocacy: opportunities, challenges </li></ul></ul>
    12. 12. KOL Matrix
    13. 13. Behavioral Models and Opinion Leaders <ul><li>Examples of segments by phases of change </li></ul><ul><ul><li>Preparation for advocacy </li></ul></ul><ul><ul><ul><li>Opportunity/ international, national, or regional </li></ul></ul></ul><ul><ul><ul><li>Challenge/international, national or regional </li></ul></ul></ul><ul><ul><li>Contemplation of advocacy </li></ul></ul><ul><ul><ul><li>Opportunity/ international, national, or regional </li></ul></ul></ul><ul><ul><ul><li>Challenge/international, national or regional </li></ul></ul></ul><ul><ul><li>Pre-contemplation of advocacy </li></ul></ul><ul><ul><ul><li>Opportunity/ international, national, or regional </li></ul></ul></ul><ul><ul><ul><li>Challenge/international, national or regional </li></ul></ul></ul><ul><ul><li>Advocates – action~maintenance/ various spheres </li></ul></ul>
    14. 14. Behavioral Models and Opinion Leaders <ul><li>Action and maintenance can be identified by advocacy (speaking, investigator, Ad Board participation) </li></ul><ul><li>Preparation can be identified by items focused on </li></ul><ul><ul><li>Intention within the next 6 months to participate in Ad Board, serve as speaker if asked </li></ul></ul><ul><li>Contemplation and pre-contemplation can be identified by items focused on </li></ul><ul><ul><li>Have you ever considered participating in .. </li></ul></ul>
    15. 15. Behavioral Models and Opinion Leaders <ul><li>As data is gathered from opinion leaders and the value of the services provided by Medical Liaisons is assessed, the transtheoretical model can be used to: </li></ul><ul><ul><li>Analyze the data by segments </li></ul></ul><ul><ul><li>Identify additional services that would be of value to various segments </li></ul></ul><ul><ul><li>Prioritize the opportunities to facilitate the movement of key opinion leaders along stages of change </li></ul></ul>
    16. 16. Behavioral Models and Opinion Leaders <ul><li>The transtheoretical model can be used to define educational/informational interventions tailored to stage change </li></ul><ul><ul><li>Traditional continuing medical education may affect knowledge and beliefs, but rarely results in behavior change </li></ul></ul><ul><ul><li>Motivational strategies such as practice feedback reports and influential peers can foster stage change. </li></ul></ul><ul><ul><li>S.J. Cohen et al. Prev Med. 1994 </li></ul></ul>
    17. 17. Behavioral Models and Opinion Leaders <ul><li>Examples of interventions tailored to stages of change of advocacy </li></ul><ul><ul><li>In the action and maintenance phase </li></ul></ul><ul><ul><ul><li>Feedback of evaluation data to speakers </li></ul></ul></ul><ul><ul><ul><li>Positive reinforcement for Ad Board participation </li></ul></ul></ul><ul><ul><li>In the preparation stage </li></ul></ul><ul><ul><ul><li>Encouragement to consider participation </li></ul></ul></ul><ul><ul><ul><li>Additional information </li></ul></ul></ul><ul><ul><li>In the pre/contemplation stage </li></ul></ul><ul><ul><ul><li>Interaction around reprints to increase awareness of medical advances </li></ul></ul></ul>
    18. 18. Behavioral Models and Opinion Leaders <ul><li>Additional interventions by segmentation: </li></ul><ul><li>pre-contemplation and contemplation </li></ul><ul><ul><li>Opinion leaders used to write evidence-based case vignettes for the measurement of practice patterns associated with participation in CME programs </li></ul></ul><ul><ul><li>Ask opinion leaders segmented at pre-contemplation and contemplation stages to create case vignettes representing specific patient problems with diagnostic and therapeutic choices </li></ul></ul><ul><ul><li>Following completion of case vignettes, provide additional evidence for diagnostic and therapeutic options to facilitate movement along stages of change </li></ul></ul>
    19. 19. Summary: Behavioral Models and Opinion Leaders <ul><li>Opinion leaders are exposed to more forms of external communication than their peers; exposure to information is a pathway to facilitation of movement along stages of change </li></ul><ul><li>The transtheoretical model of change can create a context for assessing, creating and prioritizing services to facilitate movement along stages of change </li></ul>

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