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"Advisory Boards, User Groups, and Key Opinion Leaders to Achieve Business Goals"
1. Life Sciences Marketing
Advisory Boards, User Groups,
and Key Opinion Leaders to
Achieve Business Goals
for the
Medical Development Group
at Foley Hoag, Waltham, MA
December 3, 2008
3. Life Sciences Marketing
WARNING:
All medical device companies and staff
are vulnerable to misinformation
about a product’s use.
This is due to the temptation to
rely on personal knowledge or
anecdotal information.
4. Life Sciences Marketing
USER GROUPS
Who are all of your product users
within each facility?
When, how and why does each user
touch the product?
What does each user see, feel, and
perceive about the product?
5. Life Sciences Marketing
Who are all of your product users?
Healthcare
Professional
Research MD, Fellow, Private
Practice MD
Purchase Decision Maker
Manager/Administrator
NP, APN, PA, BSRN, RN,
LPN, Aide
Ancillary Staff: Nutrition,
SLP, PT, OT
Tech Staff: Radiology,
Surgical, Intervention Lab
Medical
Setting
Research/Teaching
Medical Centers
Community Hospitals
Stand Alone Surgical/
Interventional Center
Out Patient Clinic
Private Practice Office
6. Life Sciences Marketing
When, how and why does each user
touch the product?
Process of Product Use
Storage, supply, turnover, procurement
Transfer from storage to users
Preparation often within a confined space
or sterile field
Use of product with, on or in a patient
Record use of product for billing
Toss out packaging and disposables
7. Life Sciences Marketing
What does each user see, feel, perceive?
(when they are not holding your product)
Before they’ve chosen a product
After an intervention using your product
Break room
Reading your advertisement
Professional Conference
8. Life Sciences Marketing
USER GROUPS
Dynamic or Static Format
Development
Configuration
Revitalization
Communication
I noticed on the MDG event description it mentioned that start-up companies are susceptible to misinformation about their product’s ability to meet a customer’s need. I think many of us would agree this is true of any business, marketing or product development staff at any point in the product’s or company’s life cycle.
I want to make a distinction between the 2nd and 3rd questions because what is going through a clinician’s mind when a healthcare professional actually has their hands on the product can be different from their perceptions when they are away from the product.
These clinicians and managers can be making key decisions about your product when they are not using the product.
It is important to differentiate the two because both will influence product use.
It should not be surprising that the efficiency with which your product is used may vary from
a teaching medical center or a free standing surgical suite with an experienced team that has worked together for years;
to a community hospital in a rural area that uses your product less than 10 times per month.
Your user group should reflect this potential difference.
A clinicians greatest concern is that he or she will harm the patient by using your product incorrectly. When your product is new to market or infrequently used by healthcare professionals, this factor may reduce adoption or continued use of your product.
Although your advisory panel of KOLs may be top physicians in their specialty,
the front line staff within a variety of medical facilities will actually be using your product.
In order to grow your business, it is these people whose experiences and perceptions you want to access.
Understanding the process that your product travels from your warehouse to the patient gives valuable information about product success.
Healthcare professionals who touch your product are the ones you want on your user group.
Clearly in listing some of these responsibilities, I am encouraging you to consider how
1.) a product’s packaging and
2.) a product’s ability to be integrated into the space in which it will be used
can significantly influence it’s adoption and continued use.
The above example is for a product stored near an patient intervention.
In some cases only one person may do each of these steps.
Often that person is not the MD who ordered use of the product.
Again remember this has more to do with perception when away from the product or when preparing to use the product.
What do people (surgeons, managers, support staff) have to say about your product when they are:
in the break room
in the intervention suite, before they have chosen to use your product
after a patient intervention using your product
How does this perception determine whether they choose your product at the key decision-making moment.
User groups can be put together with assistance from a few sales reps in a variety of geographic areas. Members should represent key geographies, practice settings, clinical experience and time since completion of studies.
I prefer a dynamic and loose configuration for a user group. Some members may provide input on a variety of projects over a specific period of time.
Others may be involved once in a great while due to their specific setting or their level of interest.
It is always a good idea to revitalize a user group to obtain new insights and fresh ideas.
Communication can take place in the form of live meetings. This may be for a very specific project and is nearing an advisory panel. Most often user groups meet via conference calls, web ex, or if the product manager chooses email and phone conversations.
There have been instances where one can use an automatic email system that is pre-set based on a customer experience map. The database can send specific emails with links to surveys, product brochures an article. This style of communication is fairly one-sided with a controlled (closed-loop) flow of information and moving toward targeted data-analytics system that can be used with a much larger audience.
Compensation must be fair market value for that specific healthcare professionals. The value will vary based on professional title and level of experience. One of the ways to determine fair market value is to call compliance managers at companies whose products serve the same healthcare professionals. An interesting feature on the AdvaMed site is contact information to each of the Compliance/Quality Managers at member companies.
Any gift worth $100 or more must be tracked and archived in a systematic fashion. In some states this value is as low as $25 (MN is one example.)
AdvaMed guidelines have not been updated recently. The guidelines can be obtained at http://www.advamed.org/MemberPortal/About/code/.
Full disclosure – physicians and nurses who speak or publish about your product whether you are funding their speaking engagement or article must reveal that they receive funds or in-kind services from your company.
