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Engaging with KOL online

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Presentation for the SMI Pharma social media conference in January 2014 about how pharma can engage with KOL and KOI online

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

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