The document discusses a study on the network effects of new product adoption. The study found that targeting central opinion leaders can accelerate adoption and increase market share over time more so than traditional marketing techniques. Reaching more people sooner through influential early adopters heavy users can boost diffusion through social contagion and influence.

2. We studied the network effects on the rate of new product adoption with Drs. Van den Bulte and Iyengar at The Wharton School and Dr. Thomas Valente at USC, Keck School of Medicine.

3. Network Effect on Product Adoption 1. MSI Reports. Working Paper Series. 2008. Issue Four, No. 08-004. page 87. ©2009 Rivermark LLC All rights reserved. Our analysis was published in “MSI Reports” and picked up by three (3) web news outlets…

4. Harness the Power of Networks 1. MSI Reports. Working Paper Series. 2008. Issue Four, No. 08-004. page 87. ©2009 Rivermark LLC All rights reserved. An important finding about the ‘power of networks’ on improving efficiency AND effectiveness…

5. Harness the Power of Networks 1. MSI Reports. Working Paper Series. 2008. Issue Four, No. 08-004. page 87. ©2009 Rivermark LLC All rights reserved. “… the cost of having the top 3 leaders double their effective network influence is the same as the cost of one additional detail to 185 physicians.” 1

6. Visualizing the rate of adoption using network maps…

7. Network Effect on New Product Adoption Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved. Physician network in a major metropolitan area. The network consists of both specialists and primary care physicians treating a chronic infectious disease.

8. Network Effect on New Product Adoption Adopted 1Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved. Physicians adopting a new product within the 1 st quarter of launch.

9. Network Effect on New Product Adoption Adopted 1Q Post Launch Adopted 2Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved.

10. Network Effect on New Product Adoption Adopted 1Q Post Launch Adopted 2Q Post Launch Adopted 3Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved.

11. Network Effect on New Product Adoption Adopted 1Q Post Launch Adopted 2Q Post Launch Adopted 3Q Post Launch Adopted 4Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved.

12. Network Effect on New Product Adoption Adopted 1Q Post Launch Adopted 2Q Post Launch Adopted 3Q Post Launch Adopted 4Q Post Launch Adopted 5Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved.

13. Network Effect on New Product Adoption Adopted 1Q Post Launch Adopted 2Q Post Launch Adopted 3Q Post Launch Adopted 4Q Post Launch Adopted 5Q Post Launch Adopted 6Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved.

14. Network Effect on New Product Adoption Adopted 1Q Post Launch Adopted 2Q Post Launch Adopted 3Q Post Launch Adopted 4Q Post Launch Adopted 5Q Post Launch Adopted 6Q Post Launch Adopted 7Q Post Launch Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved.

15. Network Effect on New Product Adoption Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. ©2009 Rivermark LLC All rights reserved. Adopted 1Q Post Launch Adopted 2Q Post Launch Adopted 3Q Post Launch Adopted 4Q Post Launch Adopted 5Q Post Launch Adopted 6Q Post Launch Adopted 7Q Post Launch Adopted 8Q Post Launch

16. Network Effect on New Product Adoption Iyengar, R., Van den Bulte, C., Valente, T. “ Opinion Leadership and Social Contagion in New Product Diffusion.” Marketing Science Institute, 2008 Working Paper Series. Issue 4. No. 08-004. “… this study supports the importance of central opinion leaders... As well as reaching more people, these early adopters and heavy users start influencing others sooner and more effectively than less-connected people. ” 1 ©2009 Rivermark LLC All rights reserved.

17. Network Effect on Product Adoption Over Time ©2009 Rivermark LLC All rights reserved.

18. Product Adoption—Traditional Marketing ©2009 Rivermark LLC All rights reserved.

19. Product Adoption Using Network Marketing ©2009 Rivermark LLC All rights reserved.

20. Accelerated Adoption Sustained Over Time ©2009 Rivermark LLC All rights reserved. Accelerate adoption and increase share over traditional sales & marketing techniques.

21. ©2009 Rivermark LLC All rights reserved. Rivermark, LLC John Eichert Principal [email_address] Rivermark, LLC 100 E. Court Street Doylestown, PA 18901 215-340-9091 www.rivermark.biz To Learn More, Please Contact: