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Optimizing KOL Relationships Report Summary


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Key Opinion Leaders (KOLs) play a critical role in educating the medical and scientific communities to build awareness about the latest medical therapies and novel mechanisms of action. KOL relationship management has thus emerged as a necessary and vital part of brand success. In an effort to examine how leading pharmaceutical companies approach KOL management, this research by Best Practices, LLC identifies the key elements of KOL management excellence, from structure and strategies to MSL roles and KOL activity assessment.

Published in: Health & Medicine, Business

Optimizing KOL Relationships Report Summary

  1. 1. Optimizing Key Opinion Leader Relationships Best Practices in KOL Management BEST PRACTICES, ® LLC
  2. 2. Table of Contents Research Overview…………………..........Page 2 Key Findings & Insights…………………..Page 6 Organizational Structure………………….Page 12 Segmentation, Alignment and Use…......Page 18 Management Roles, Tools and Activities…………………………………….Page 22 Innovative Practices, Opportunities and Challenges………………………………….Page 33 Appendix o Additional Quotes……………………Page 40 o About Best Practices………………..Page 43Copyright © Best Practices®, LLC 1 BEST PRACTICES,® LLC
  3. 3. Research OverviewCopyright © Best Practices®, LLC 2 BEST PRACTICES,® LLC
  4. 4. Research Objective and Methodology This research was designed to capture the best practices in building, managing and maintaining KOL relationships. Data were collected using an online survey instrument, and in-depth interviews were conducted with selected participants to gather more detailed information pertinent to this study. This report: Collects best practices in the management of KOLs Describes optimal organizational structures for building and maintaining relationships with KOLs Captures information about tools and activities that help manage relationships Analyzes critical success factors and pitfalls in dealing with KOLs Provides insight into innovative practices, lessons learned and changing methods in working with KOLsCopyright © Best Practices®, LLC 3 BEST PRACTICES, ® LLC
  5. 5. Benchmark Class Nearly 60 respondents representing 42 different companies participated in the survey. About half of these were from Marketing and/or Sales Departments. Abbott Laboratories Kendle International Alcon Labs Lundbeck Egypt Amgen Medrad Anesiva Merck Baxter Myriad Pharmaceuticals Bayer Schering Pharma Nobel Biocare Becton Dickinson Novartis Biogen Idec Noven Therapeutics Bristol-Myers Squibb Ozone Pharmaceuticals Celgene Europe Pfizer Covidien Promeco SA de CV Cubist Pharmaceuticals RBP Pharma SAS EMD Serono Sanofi-Aventis Esteve Shire Ethicon Endo Surgery Solvay Pharmaceuticals Genentech Spectrum Pharmaceuticals Innovex Steris Corporation Inspire Pharmaceuticals Teva Neuroscience Invitrogen Transoma Medical Janssen Cilag URL Pharma Johnson & Johnson VistakonCopyright © Best Practices®, LLC 4 BEST PRACTICES,® LLC
  6. 6. Sample Key Findings & InsightsCopyright © Best Practices®, LLC 5 BEST PRACTICES,® LLC
  7. 7. Organizational Structure Optimal structures balance the need for alignment with both scientific and commercial perspectives. Marketing and Medical Affairs frequently share responsibility for KOL management • Some form of cross-functional/team management is common • Regulatory pressures and the growing importance of scientific objectivity give Medical Affairs an important edge Coordinating KOL activity is increasingly critical for both compliance and effectiveness • National KOLs almost always require a single point of contact • Avoid letting multiple people compete for a KOL’s attention Dedicated staff can counter management churn and inconsistency in relationships Structures should align with overall company characteristics and strategic functions • Internal alignment on the basics is vital to successCopyright © Best Practices®, LLC 6 BEST PRACTICES, ® LLC
  8. 8. Organizational StructureCopyright © Best Practices®, LLC 7 BEST PRACTICES,® LLC
  9. 9. Dedication of KOL Management Function The vast majority of the benchmark class have dedicated oversight of KOL activities. Responsibility for this oversight varies (Medical Affairs, MSLs, others), and in many cases it occurs at the group, rather than the individual, level. Q: Is there a group or are there designated individuals in your company who are dedicated to the oversight of KOL activities? Number of FTEs Dedicated Group No, 15% Yes, 85% (n=59)Copyright © Best Practices®, LLC 8 BEST PRACTICES,® LLC
  10. 10. Segmentation, Alignment and UseCopyright © Best Practices®, LLC 9 BEST PRACTICES,® LLC
  11. 11. KOL Segmentation and Behavior Drivers Understanding the different types of KOLs, segmenting them and developing the appropriate relationships along a product’s lifecycle are keys to successful strategy. Identifying the factors that drive each KOL will optimize relationship development. Opinion Leader Segments Behavior Drivers Research Interests Technical Monetary Gain Experts Fame Professional/Career Clinical Peer Development Talent Influencers Improving Health Outcomes Regional Extending Influence Opinion LeadersCopyright © Best Practices®, LLC 10 BEST PRACTICES, ® LLC
  12. 12. Management Roles, Tools and ActivitiesCopyright © Best Practices®, LLC 11 BEST PRACTICES,® LLC
  13. 13. Highly Effective Tactics for KOL Management Profiling and Dedicated Staff were rated as most effective tactics for developing and maintaining relationships with KOLs. Q. Which of the following tactics are effective in developing and maintaining relationships with KOLs? (n=58-59)Copyright © Best Practices®, LLC 12 BEST PRACTICES, ® LLC
  14. 14. MSLs Involvement in KOL Management Most respondents (59%) reported that Medical Science Liaisons (MSLs) are either moderately or highly involved in KOL development at their companies. Among Top 30 pharma respondents, that figure jumps to 80%. Q. How much are your companys Medical Science Liaisons (MSLs) involved in KOL development? Not At All Involved 19% Highly Involved 39% Minimally Involved 7% Somewhat Involved 15% Moderately Involved 20% (n=54)Copyright © Best Practices®, LLC 13 BEST PRACTICES,® LLC
  15. 15. Innovative Practices, Opportunities and ChallengesCopyright © Best Practices®, LLC 14 BEST PRACTICES,® LLC
  16. 16. Critical Success Factors Critical Success Factors (CSFs) fell into three broad areas of focus: Relationship, Opportunity and Alignment. Factors relating to the consistency and continuity of relationship were mentioned most frequently. Q: What are the top three critical success factors in developing and maintaining effective KOL relationships? Relationship Opportunity • Long-Term Approach • Active Pipeline • Upper Management Involvement • Evolving Science • Trust/Candor/Integrity • Funding • Long-Term Mindset • Active Clinical Study Investment • Feedback/Frequent Contact • Discovering Up-and-Coming • “Relationship Transfer” Leaders • SPOC • Quick Adoption of New • Consistency in communication, Technology interaction, support, behavior • Research Opportunities • Fair Treatment • Dedicated FTEs • Successful Matching of Interests • Mutual Benefit • “Win-Win Thinking” • Mutual Respect for Alignment Scientific and Medical • Value to KOL and Business • Appropriate RecruitingCopyright © Best Practices®, LLC 15 BEST PRACTICES, ® LLC
  17. 17. About Best Practices, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC 6350 Quadrangle Drive, Suite 200 Chapel Hill, NC 27517 919-403-0251Copyright © Best Practices®, LLC 16 BEST PRACTICES, ® LLC