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Engaging with KOL online

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Engaging with KOL online

  1. 1. Engaging with KOL Online Alexandra Fulford @Pharmaguapa
  2. 2. What is a KOL and a KOI? Key Opinion Leader © 2013 ZS Associates Key Online Influencer −2− Engaging with KOL_SMI_V1
  3. 3. We get value from KOLs today already …. why bother with digital? © 2013 ZS Associates −3− Engaging with KOL_SMI_V1
  4. 4. The simple answer – extend the reach of your message © 2013 ZS Associates −4− Engaging with KOL_SMI_V1
  5. 5. But there are other benefits – such as insight generation ….. © 2013 ZS Associates −5− Engaging with KOL_SMI_V1
  6. 6. … and relationship building © 2013 ZS Associates −6− Engaging with KOL_SMI_V1
  7. 7. So what is in it for the KOL? © 2013 ZS Associates −7− Engaging with KOL_SMI_V1
  8. 8. The same simple answer – extend the reach of their message © 2013 ZS Associates −8− Engaging with KOL_SMI_V1
  9. 9. As well as build and secure their name online as well as offline © 2013 ZS Associates −9− Engaging with KOL_SMI_V1
  10. 10. They can also use it to build relationships © 2013 ZS Associates − 10 − Engaging with KOL_SMI_V1
  11. 11. Companies like Boehringer Ingelheim are starting to do this © 2013 ZS Associates − 11 − Engaging with KOL_SMI_V1
  12. 12. They tweeted with a KOL around #COPD © 2013 ZS Associates − 12 − Engaging with KOL_SMI_V1
  13. 13. They publicised the event through social media and bloggers picked up on it © 2013 ZS Associates − 13 − Engaging with KOL_SMI_V1
  14. 14. They set housekeeping rules at the start of the chat © 2013 ZS Associates − 14 − Engaging with KOL_SMI_V1
  15. 15. And then facilitated the discussion © 2013 ZS Associates − 15 − Engaging with KOL_SMI_V1
  16. 16. The result – an interesting discussion © 2013 ZS Associates − 16 − Engaging with KOL_SMI_V1
  17. 17. OK .. So how? © 2013 ZS Associates − 17 − Engaging with KOL_SMI_V1
  18. 18. The first step is to identify individuals to engage with © 2013 ZS Associates − 18 − Engaging with KOL_SMI_V1
  19. 19. Select KOL rising stars - rather than dinosaurs • Less digitally inclined • Already at top of game with less to prove • Will retire soon • More interested in digital • Looking to increase influence • Future top tier KOL © 2013 ZS Associates − 19 − Engaging with KOL_SMI_V1
  20. 20. Gain a better understanding of their online presence » Where ? » How active? » What do they share? Are they active online? » Where ? » How often? » Under what context? © 2013 ZS Associates − 20 − Engaging with KOL_SMI_V1
  21. 21. At the same time identify KOI … © 2013 ZS Associates − 21 − Engaging with KOL_SMI_V1
  22. 22. … and understand their networks and preferences … 22 ZS Associates © 2013 − 22 − Engaging with KOL_SMI_V1
  23. 23. …and listen to their needs © 2013 ZS Associates − 23 − Engaging with KOL_SMI_V1
  24. 24. Categorise and allocate your selected KOL and KOI Journalists • Communications HCP • Medical Patients • Patient advocacy • Communications Level 1 – Beginner Level 2 - Experienced © 2013 ZS Associates − 24 − Engaging with KOL_SMI_V1
  25. 25. Set up training …. © 2013 ZS Associates − 25 − Engaging with KOL_SMI_V1
  26. 26. …as an extension of traditional speaker training for example © 2013 ZS Associates − 26 − Engaging with KOL_SMI_V1
  27. 27. And ideally together at a single physical meeting © 2013 ZS Associates − 27 − Engaging with KOL_SMI_V1
  28. 28. Set clear parameters around expectations and share a vision © 2013 ZS Associates − 28 − Engaging with KOL_SMI_V1
  29. 29. Provide support as needed © 2013 ZS Associates − 29 − Engaging with KOL_SMI_V1
  30. 30. Develop material for your online KOL and KOI © 2013 ZS Associates − 30 − Engaging with KOL_SMI_V1
  31. 31. Most importantly - invest time into the relationship © 2013 ZS Associates − 31 − Engaging with KOL_SMI_V1
  32. 32. Thank you – Questions? Alexandra Fulford alexandra.fulford@zsassociates.com @pharmaguapa © 2013 ZS Associates − 32 − Engaging with KOL_SMI_V1

Editor's Notes

  • Many steps to building a relationshipSolid foundation
  • LevelsContent
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