Do the aggregate responses have the effect of an opinion leader?
A. New research shows: “Cascades of influence are driven not by influentials but by a critical mass of easily influenced individuals.” (Watts and Dodds, 2007). To substantiate this effect through DoctorsDialog: –An ROI of 4.52:1 from non-responders, many of whom see the dialog Summary, was reported by a client analyst who set out to verify the effect of critical mass influence on non-responders. –A product manager used a DoctorsDialog to circumvent a somewhat critical opinion leader by feeding back positive mass opinion from responding Doctors to all Doctors. He achieved the highest worldwide sales increase for the product that year, thus reinforcing Watts and Dodds research. –ROI analyses of two DoctorsDialogs by clients show that the highest, most lasting sales increases occur following critical mass influence feedback.
