The following list of terms and their definitions will help you to understand the language that our team uses in order to effectively communicate and coordinate with Voxx Analytics' clients and site visitors. Some of these terms are specific to our own processes, while other terms are globally recognized and used in broader contexts.

Advocacy Data & Analytics

Complex analysis of advocacy organizations, typically non-profits, and their affiliations with KOLs and industry.


An affiliation is a non-relational link between two people that reflects a commonality other than a working relationship, for example, KOLs who work at the same organization. Affiliations can be used to navigate data and develop action plans but are not used in Social Network Analytics (SNA).


Category labels are used to broadly segment a community and the KOLs within a disease area; KOLs are typically categorized into sub-groups or specialties within the community of interest.

Centers of Excellence (COE)

A COE has disproportionate influence because of either it's outputs or the combined influence of KOLs and ancillary HCPs located at the institution.

Centrality Measures

Social Network Analytics (SNA) methods apply various centrality algorithms to relational data about a community in order to understand how it functions. Voxx has developed and validated specific combinations of measures of centrality for scientific communities and KOL Influence Mapping.


A community measure defined as the percentage of all individuals (KOLs) who have worked in the disease area who collaborate with others and are part of the Core Community. Greater cohesiveness indicates more efficient information flow through the community and a greater likelihood of established thought leadership structures (formal and informal) and consensus on key issues.

Community Reach Analysis

A measure of how many influencers (KOLs) are needed to “reach” any given percentage of the community.

Competitor Mapping

Mapping KOL competitor affiliations using data from various sources, including Sunshine Data.

Competitor Messaging Analytics

Complex analysis of competitor messaging tactics and promotional strategies, including detail aids, product brochures, e-marketing, email marketing, DTC communications, print and web advertisement, mobile apps, and other traditional and new media. A contextual aspect of influence.

Core Community

All individuals (KOLs) who are active in a particular disease area AND who are connected to each other through professional collaborations. The KOL core community spans geographic and institutional borders. The community does not include people who have been active in a particular topic but who do not have any collaborative relationships that connect them to the community (i.e. people who work in isolation from others in the community; often such people are members of other communities but have done limited work in the community of interest).

Country Community

All community members who have important/influential collaborative relationships within a specific country and serve as Thought Leaders (KOLs) for that country. Note that an individual KOL can be a member of a country community without being geographically located within that country.

Disease Community

Researchers and KOLs collaborating around a disease; defined by specific MeSH terms encompassing all relevant terms.

Emerging Community

A loosely connected community of KOLs. Presents variable information flow to different parts of the community; the community are less likely to have well-established consensus.

Global Community

All individual KOLs in the world, across geographic boundaries, who are part of the collaborative community network.

Global Leader

Key Opinion Leaders (KOLs) with influence on a global level; global leaders are not necessarily influential at the national or local level.

HEOR (Health Economics and Outcomes Research)

HEOR refers to research specifically focused on outcomes. HEOR tags are used to identify KOLs, organizations and activities that are involved in generating or communicating HEOR data and related recommendations.

Immature Community

Defines a very loosely connected, or fragmented community. Indicates Inefficient information flow, and diverse opinions across Thought Leaders (KOLs).

Influence Mapping

A visual depiction of Social Network Analytics (SNA) outputs showing the position, role and importance of KOLs in the context of the community of interest.

Invisible College TM

The group of superinfluential Key Opinion Leaders (KOLs) within the community that have a highly disproportionate impact on opinion and behavior.

Key Opinion Leader (KOL)

Key Opinion Leaders refers to professional members of a disease community who can exert influence on their peers' medical practice behavior and can exert scientific and commercial influence; KOLs can include scientific and clinical leaders.


A Key Opinion Leader (KOL) is also knowns as an Opinion Leader, Therapeutic Area Leader, Therapeutic Area Expert, or Thought Leader.

KOL Identification

Process of identifying key individuals (KOLs) who are influential within a disease community, typically because of their personal connections, activities and positions. Ideally incorporates Social Network Analytics (SNA) methods to analyze relational influence.

KOL Profiling

KOL Profiles, full or mini, typically include affiliations, geographic information, research interests, experience, competitor affiliations, Sunshine Data, grants, fellowships, and much more.


Defines a dense community. Indicates efficient information flow and well-developed consensus across different KOLs.

MeSH terms (Medical Subject Headings)

MeSH terms are the basis for taxonomies of medical data. Every publication, for example, is tagged with MeSH terms that indicate topics addressed in the article. MeSH terms are used to define the scope of the dataset for disease areas.

Network Scores

KOL Network scores are the basis for rankings. They summarize a KOL's network importance, position and role through various Social Network Analytics (SNA) metrics. These can be used for more granular comparison of Opinion Leaders and to assess fit for specific engagements.

Network Segments

All important individuals within a community (normally including all Invisible College TM members) are segmented according to their social role within the community. KOL segments are determined mathematically by using Social Network Analytics (SNA).


An entity in a network, usually representing a person or organization.

Opinion Leader

Opinion leaders serve as filterers and interpreters of information that is used by the public; OLs are both knowledgeable and highly respected for their knowledge in a specific subject.

Patient Opinion Leader (POL) Identification

Identification of patients or patient caregivers and Opinion Leader (OLs), who are well versed in a disease area and serve a critical role in educating, empowering, and influencing other patients.

Payer Influencer Identification

Identification of Opinion Leader (KOLs) who are instrumental in influencing payer decision making and drug formulary placement including Medical Directors, Pharmacy Directors, Hospital and Managed Care Plan Administrators, Pharmacy Benefit Managers, and Ancillary Healthcare providers (Nurse Practitioners, Nutritionists, Genetic Counselors, Nurse Educators, Physician Assistants).

Podium Analysis

Analysis of data related to speaking engagement for KOLs. May include conferences as well as CME’s or other company-sponsored engagements that involve oral communication.

Promotional Messaging Analytics

Conveys the messaging focus of a promotional item; Promotional items are cataloged by key subject matter such as efficacy, safety, mechanism of action (MOA), patient access, and administration messaging.


All members of a community (Opinion Leaders) are ranked based on the quality and quantity of their professional connections with others in the community. This is based on Social Network Analytics (SNA) metrics.

Regional Leader

Identification and mapping of Opinion Leaders (KOLs) with social network access and influence at a Regional and Local level.

Research Interests

An Opinion Leader's specific interest. May be stated by an individual or derived from their work.

Rising Star

An expert who has demonstrated a rapid increase in influence signifying a future leader. May be divided into sub-categories.

Rising Star Identification and Mapping

Identification and mapping of likely future opinion leaders (KOLs) and rising stars in a disease community, ideally incorporating Social Network Analytics (SNA) methods.

Social Listening

Monitoring social media for activity relevant to KOLs or key topics.

Social Media Profiling

Identification of KOLs or POLs in the target community who are active and influential on social media sites and provide a profile of their “digital footprint.”

Social Network Analytics (SNA)

A well-validated mathematical method of studying entire communities. SNA analyzes all relationships within the community to determine the roles of individuals within it and identify important individuals and patterns. SNA can only be applied when comprehensive data about a community is available. It is not a valid methodology to apply to sub-sets of data that do not encompass the entire community being studied.

Sunshine Data

Comprehensive database of industry payments to all healthcare providers and KOLs; mandated by the Physician Payments Sunshine Act.

VOXX KOL Mapping

VOXX's web-based data visualization platform that will allow users to visualize KOL maps and model KOL data dynamically.


Automatic email notifications of newly added competitor promotional documents and relevant messaging added to the PharmaVoxx database.

WorkCircle Themes

Themes are higher-level labels attached to collaborative KOL Workcircles focused on particular topics. For example, all Workcircles focused on topics related to genetic research, would be tagged as “Genetics.”


Important KOL collaborative groups within the community who work together serially. For example, Workcircles can be based on shared interest in a particular topic, co-location, formal research efforts or clinical trials. Workcircles are typically numbered in order of the intensity of collaboration within the group.