SlideShare a Scribd company logo
Engaging with
KOL Online
Alexandra Fulford
@Pharmaguapa
What is a KOL and a KOI?

Key Opinion Leader

© 2013 ZS Associates

Key Online Influencer
−2−

Engaging with KOL_SMI_V1
We get value from KOLs today already …. why bother with
digital?

© 2013 ZS Associates

−3−

Engaging with KOL_SMI_V1
The simple answer – extend the reach of your message

© 2013 ZS Associates

−4−

Engaging with KOL_SMI_V1
But there are other benefits – such as insight generation …..

© 2013 ZS Associates

−5−

Engaging with KOL_SMI_V1
… and relationship building

© 2013 ZS Associates

−6−

Engaging with KOL_SMI_V1
So what is in it for the KOL?

© 2013 ZS Associates

−7−

Engaging with KOL_SMI_V1
The same simple answer – extend the reach of their message

© 2013 ZS Associates

−8−

Engaging with KOL_SMI_V1
As well as build and secure their name online as well as offline

© 2013 ZS Associates

−9−

Engaging with KOL_SMI_V1
They can also use it to build relationships

© 2013 ZS Associates

− 10 −

Engaging with KOL_SMI_V1
Companies like Boehringer Ingelheim are starting to do this

© 2013 ZS Associates

− 11 −

Engaging with KOL_SMI_V1
They tweeted with a KOL around #COPD

© 2013 ZS Associates

− 12 −

Engaging with KOL_SMI_V1
They publicised the event through social media

and bloggers
picked up on it

© 2013 ZS Associates

− 13 −

Engaging with KOL_SMI_V1
They set housekeeping rules at the start of the chat

© 2013 ZS Associates

− 14 −

Engaging with KOL_SMI_V1
And then facilitated the discussion

© 2013 ZS Associates

− 15 −

Engaging with KOL_SMI_V1
The result – an interesting discussion

© 2013 ZS Associates

− 16 −

Engaging with KOL_SMI_V1
OK .. So how?

© 2013 ZS Associates

− 17 −

Engaging with KOL_SMI_V1
The first step is to identify individuals to engage with

© 2013 ZS Associates

− 18 −

Engaging with KOL_SMI_V1
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
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
At the same time identify KOI …

© 2013 ZS Associates

− 21 −

Engaging with KOL_SMI_V1
… and understand their networks and preferences …

22 ZS Associates
© 2013

− 22 −

Engaging with KOL_SMI_V1
…and listen to their needs

© 2013 ZS Associates

− 23 −

Engaging with KOL_SMI_V1
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
Set up training ….

© 2013 ZS Associates

− 25 −

Engaging with KOL_SMI_V1
…as an extension of traditional speaker training for example

© 2013 ZS Associates

− 26 −

Engaging with KOL_SMI_V1
And ideally together at a single physical meeting

© 2013 ZS Associates

− 27 −

Engaging with KOL_SMI_V1
Set clear parameters around expectations and share a vision

© 2013 ZS Associates

− 28 −

Engaging with KOL_SMI_V1
Provide support as needed

© 2013 ZS Associates

− 29 −

Engaging with KOL_SMI_V1
Develop material for your online KOL and KOI

© 2013 ZS Associates

− 30 −

Engaging with KOL_SMI_V1
Most importantly - invest time into the relationship

© 2013 ZS Associates

− 31 −

Engaging with KOL_SMI_V1
Thank you – Questions?

Alexandra Fulford
alexandra.fulford@zsassociates.com
@pharmaguapa

© 2013 ZS Associates

− 32 −

Engaging with KOL_SMI_V1

More Related Content

Viewers also liked

Optimizing KOL Relationships Report Summary
Optimizing KOL Relationships Report SummaryOptimizing KOL Relationships Report Summary
Optimizing KOL Relationships Report Summary
Best Practices
 
Social Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An IntroductionSocial Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An Introduction
Thomas Webster
 
FMCG v/s Pharmaceuticals: Strategic Alliances & Joint Ventures
FMCG v/s Pharmaceuticals: Strategic Alliances & Joint VenturesFMCG v/s Pharmaceuticals: Strategic Alliances & Joint Ventures
FMCG v/s Pharmaceuticals: Strategic Alliances & Joint Ventures
Soumyajit Sengupta
 
Key Opinion Leader Compensation and KOL and Medical Science Liaison Interactions
Key Opinion Leader Compensation and KOL and Medical Science Liaison InteractionsKey Opinion Leader Compensation and KOL and Medical Science Liaison Interactions
Key Opinion Leader Compensation and KOL and Medical Science Liaison Interactions
Medical Science Liaison Society
 
Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...
Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...
Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...
Medical Science Liaison Society
 
Personalized Intelligence in KOL engagement and why it's all about you.
Personalized Intelligence in KOL engagement and why it's all about you. Personalized Intelligence in KOL engagement and why it's all about you.
Personalized Intelligence in KOL engagement and why it's all about you.
Jason Smith
 
Highlights From 7th Medical Science Liaison/MSL Conference
Highlights From 7th Medical Science Liaison/MSL ConferenceHighlights From 7th Medical Science Liaison/MSL Conference
Highlights From 7th Medical Science Liaison/MSL Conference
ExL Pharma
 
Pharmaceutical Marketing Presentation
Pharmaceutical Marketing PresentationPharmaceutical Marketing Presentation
Pharmaceutical Marketing Presentation
nilbert
 
Key Opinion Leader Management
Key Opinion Leader ManagementKey Opinion Leader Management
Key Opinion Leader Management
James Wiliam
 
P 044 Kol Management
P 044 Kol ManagementP 044 Kol Management
P 044 Kol Management
nhussain12
 
Stakeholder Engagement: Simple Steps to Better Public Consultation
Stakeholder Engagement: Simple Steps to Better Public ConsultationStakeholder Engagement: Simple Steps to Better Public Consultation
Stakeholder Engagement: Simple Steps to Better Public Consultation
Cam McAlpine, APR
 
Pharmaceutical marketing course
Pharmaceutical marketing coursePharmaceutical marketing course
Pharmaceutical marketing course
Madhukar Tanna
 

Viewers also liked (12)

Optimizing KOL Relationships Report Summary
Optimizing KOL Relationships Report SummaryOptimizing KOL Relationships Report Summary
Optimizing KOL Relationships Report Summary
 
Social Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An IntroductionSocial Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An Introduction
 
FMCG v/s Pharmaceuticals: Strategic Alliances & Joint Ventures
FMCG v/s Pharmaceuticals: Strategic Alliances & Joint VenturesFMCG v/s Pharmaceuticals: Strategic Alliances & Joint Ventures
FMCG v/s Pharmaceuticals: Strategic Alliances & Joint Ventures
 
Key Opinion Leader Compensation and KOL and Medical Science Liaison Interactions
Key Opinion Leader Compensation and KOL and Medical Science Liaison InteractionsKey Opinion Leader Compensation and KOL and Medical Science Liaison Interactions
Key Opinion Leader Compensation and KOL and Medical Science Liaison Interactions
 
Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...
Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...
Medical Science Liaison-Aligning The Activities And Goals Of Medical Science ...
 
Personalized Intelligence in KOL engagement and why it's all about you.
Personalized Intelligence in KOL engagement and why it's all about you. Personalized Intelligence in KOL engagement and why it's all about you.
Personalized Intelligence in KOL engagement and why it's all about you.
 
Highlights From 7th Medical Science Liaison/MSL Conference
Highlights From 7th Medical Science Liaison/MSL ConferenceHighlights From 7th Medical Science Liaison/MSL Conference
Highlights From 7th Medical Science Liaison/MSL Conference
 
Pharmaceutical Marketing Presentation
Pharmaceutical Marketing PresentationPharmaceutical Marketing Presentation
Pharmaceutical Marketing Presentation
 
Key Opinion Leader Management
Key Opinion Leader ManagementKey Opinion Leader Management
Key Opinion Leader Management
 
P 044 Kol Management
P 044 Kol ManagementP 044 Kol Management
P 044 Kol Management
 
Stakeholder Engagement: Simple Steps to Better Public Consultation
Stakeholder Engagement: Simple Steps to Better Public ConsultationStakeholder Engagement: Simple Steps to Better Public Consultation
Stakeholder Engagement: Simple Steps to Better Public Consultation
 
Pharmaceutical marketing course
Pharmaceutical marketing coursePharmaceutical marketing course
Pharmaceutical marketing course
 

Similar to Engaging with KOL online

Executive Playbook
Executive PlaybookExecutive Playbook
Executive Playbook
Jack Arroyo
 
E strategies socialbusiness2017
E strategies socialbusiness2017E strategies socialbusiness2017
E strategies socialbusiness2017
Lee Schlenker
 
Socialytics: Convergence of Social, Big Data, Analytics
Socialytics:   Convergence of Social, Big Data, AnalyticsSocialytics:   Convergence of Social, Big Data, Analytics
Socialytics: Convergence of Social, Big Data, Analytics
Sandy Carter
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
Daorong Lin
 
Linkedin executive playbook
Linkedin executive playbookLinkedin executive playbook
Linkedin executive playbook
Lindsey Rainwater
 
Executive playbook
Executive playbook Executive playbook
Executive playbook
Black Marketing
 
Linkedin executive-playbook
Linkedin executive-playbookLinkedin executive-playbook
Linkedin executive-playbook
Agencja Social Media
 
Linkedin executive-playbook
Linkedin executive-playbookLinkedin executive-playbook
Linkedin executive-playbook
Rebecca Bouhuijs
 
12 Steps to Become a Socially Engaged Leader
12 Steps to Become a Socially Engaged Leader12 Steps to Become a Socially Engaged Leader
12 Steps to Become a Socially Engaged Leader
Damien Harrison
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
Francisco González Jiménez
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
Belinda Kheir
 
linkedin-executive-playbook
linkedin-executive-playbooklinkedin-executive-playbook
linkedin-executive-playbook
Chris Horsnell
 
Executie Playbook
Executie PlaybookExecutie Playbook
Executie Playbook
Kristina DeFilippo
 
LinkedIn-Executive-playbook
LinkedIn-Executive-playbookLinkedIn-Executive-playbook
LinkedIn-Executive-playbook
Boudewijn Schrijver
 
Linkedin executive-playbook. 12 Steps to become a Social Leader
Linkedin executive-playbook. 12 Steps to become a Social LeaderLinkedin executive-playbook. 12 Steps to become a Social Leader
Linkedin executive-playbook. 12 Steps to become a Social Leader
Alejandro De La Borbolla Ruiz
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
LinkedIn
 
linkedin-executive-playbook
linkedin-executive-playbooklinkedin-executive-playbook
linkedin-executive-playbook
Sarah Dunbar
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
LinkedIn_Elevate
 
linkedin-executive-playbook
linkedin-executive-playbooklinkedin-executive-playbook
linkedin-executive-playbook
Eva Löwenberg
 
Linkedin executive-playbook
Linkedin executive-playbookLinkedin executive-playbook
Linkedin executive-playbook
Paula Björnstjerna
 

Similar to Engaging with KOL online (20)

Executive Playbook
Executive PlaybookExecutive Playbook
Executive Playbook
 
E strategies socialbusiness2017
E strategies socialbusiness2017E strategies socialbusiness2017
E strategies socialbusiness2017
 
Socialytics: Convergence of Social, Big Data, Analytics
Socialytics:   Convergence of Social, Big Data, AnalyticsSocialytics:   Convergence of Social, Big Data, Analytics
Socialytics: Convergence of Social, Big Data, Analytics
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
 
Linkedin executive playbook
Linkedin executive playbookLinkedin executive playbook
Linkedin executive playbook
 
Executive playbook
Executive playbook Executive playbook
Executive playbook
 
Linkedin executive-playbook
Linkedin executive-playbookLinkedin executive-playbook
Linkedin executive-playbook
 
Linkedin executive-playbook
Linkedin executive-playbookLinkedin executive-playbook
Linkedin executive-playbook
 
12 Steps to Become a Socially Engaged Leader
12 Steps to Become a Socially Engaged Leader12 Steps to Become a Socially Engaged Leader
12 Steps to Become a Socially Engaged Leader
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
 
linkedin-executive-playbook
linkedin-executive-playbooklinkedin-executive-playbook
linkedin-executive-playbook
 
Executie Playbook
Executie PlaybookExecutie Playbook
Executie Playbook
 
LinkedIn-Executive-playbook
LinkedIn-Executive-playbookLinkedIn-Executive-playbook
LinkedIn-Executive-playbook
 
Linkedin executive-playbook. 12 Steps to become a Social Leader
Linkedin executive-playbook. 12 Steps to become a Social LeaderLinkedin executive-playbook. 12 Steps to become a Social Leader
Linkedin executive-playbook. 12 Steps to become a Social Leader
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
 
linkedin-executive-playbook
linkedin-executive-playbooklinkedin-executive-playbook
linkedin-executive-playbook
 
LinkedIn Executive Playbook
LinkedIn Executive PlaybookLinkedIn Executive Playbook
LinkedIn Executive Playbook
 
linkedin-executive-playbook
linkedin-executive-playbooklinkedin-executive-playbook
linkedin-executive-playbook
 
Linkedin executive-playbook
Linkedin executive-playbookLinkedin executive-playbook
Linkedin executive-playbook
 

More from Alexandra Fulford

Business storytelling: why use storytelling
Business storytelling: why use storytellingBusiness storytelling: why use storytelling
Business storytelling: why use storytelling
Alexandra Fulford
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
Alexandra Fulford
 
Digital transformation - the good, the bad, the ugly
Digital transformation -  the good, the bad, the uglyDigital transformation -  the good, the bad, the ugly
Digital transformation - the good, the bad, the ugly
Alexandra Fulford
 
Introduction to tweet chats
Introduction to tweet chats Introduction to tweet chats
Introduction to tweet chats
Alexandra Fulford
 
Peninsula practice patient portal feedback march2021
Peninsula practice patient portal feedback march2021Peninsula practice patient portal feedback march2021
Peninsula practice patient portal feedback march2021
Alexandra Fulford
 
Social Media in Pharma workshop
Social Media in Pharma workshopSocial Media in Pharma workshop
Social Media in Pharma workshop
Alexandra Fulford
 
Sxsw wearable health proposal 2015
Sxsw wearable health proposal 2015Sxsw wearable health proposal 2015
Sxsw wearable health proposal 2015
Alexandra Fulford
 
The Power of Social Media
The Power of Social MediaThe Power of Social Media
The Power of Social Media
Alexandra Fulford
 
Global and local social media
Global and local social mediaGlobal and local social media
Global and local social media
Alexandra Fulford
 
Is Pharma afraid of using Social Media
Is Pharma afraid of using Social MediaIs Pharma afraid of using Social Media
Is Pharma afraid of using Social Media
Alexandra Fulford
 
Need for sm training
Need for sm trainingNeed for sm training
Need for sm training
Alexandra Fulford
 
Social media best practice v2
Social media best practice v2Social media best practice v2
Social media best practice v2
Alexandra Fulford
 

More from Alexandra Fulford (12)

Business storytelling: why use storytelling
Business storytelling: why use storytellingBusiness storytelling: why use storytelling
Business storytelling: why use storytelling
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
 
Digital transformation - the good, the bad, the ugly
Digital transformation -  the good, the bad, the uglyDigital transformation -  the good, the bad, the ugly
Digital transformation - the good, the bad, the ugly
 
Introduction to tweet chats
Introduction to tweet chats Introduction to tweet chats
Introduction to tweet chats
 
Peninsula practice patient portal feedback march2021
Peninsula practice patient portal feedback march2021Peninsula practice patient portal feedback march2021
Peninsula practice patient portal feedback march2021
 
Social Media in Pharma workshop
Social Media in Pharma workshopSocial Media in Pharma workshop
Social Media in Pharma workshop
 
Sxsw wearable health proposal 2015
Sxsw wearable health proposal 2015Sxsw wearable health proposal 2015
Sxsw wearable health proposal 2015
 
The Power of Social Media
The Power of Social MediaThe Power of Social Media
The Power of Social Media
 
Global and local social media
Global and local social mediaGlobal and local social media
Global and local social media
 
Is Pharma afraid of using Social Media
Is Pharma afraid of using Social MediaIs Pharma afraid of using Social Media
Is Pharma afraid of using Social Media
 
Need for sm training
Need for sm trainingNeed for sm training
Need for sm training
 
Social media best practice v2
Social media best practice v2Social media best practice v2
Social media best practice v2
 

Recently uploaded

Transform Your Presence Now!..............
Transform Your Presence Now!..............Transform Your Presence Now!..............
Transform Your Presence Now!..............
SocioCosmos
 
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEEASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
Febless Hernane
 
HOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa CreditoHOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa Credito
ClarissaAlanoCredito
 
Project Serenity — 33% Life-time Commissions.docx
Project Serenity — 33% Life-time Commissions.docxProject Serenity — 33% Life-time Commissions.docx
Project Serenity — 33% Life-time Commissions.docx
zeqirielmedina8
 
Dominate Reddit Discussions.............
Dominate Reddit Discussions.............Dominate Reddit Discussions.............
Dominate Reddit Discussions.............
SocioCosmos
 
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
ryxqoswi
 
Your Path to YouTube Stardom Starts Here
Your Path to YouTube Stardom Starts HereYour Path to YouTube Stardom Starts Here
Your Path to YouTube Stardom Starts Here
SocioCosmos
 
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
HOW TO USE THREADS an Instagram App_ by Clarissa CreditoHOW TO USE THREADS an Instagram App_ by Clarissa Credito
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
ClarissaAlanoCredito
 
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAMLORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
lorraineandreiamcidl
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
Charles Bayless
 
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANEEASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
Febless Hernane
 
Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......
SocioCosmos
 
Surat Digital Marketing School - course curriculum
Surat Digital Marketing School - course curriculumSurat Digital Marketing School - course curriculum
Surat Digital Marketing School - course curriculum
digitalcourseshop4
 
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyThe Evolution of SEO: Insights from a Leading Digital Marketing Agency
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
Digital Marketing Lab
 
Lifecycle of a GME Trader: From Newbie to Diamond Hands
Lifecycle of a GME Trader: From Newbie to Diamond HandsLifecycle of a GME Trader: From Newbie to Diamond Hands
Lifecycle of a GME Trader: From Newbie to Diamond Hands
mediavestfzllc
 

Recently uploaded (15)

Transform Your Presence Now!..............
Transform Your Presence Now!..............Transform Your Presence Now!..............
Transform Your Presence Now!..............
 
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEEASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
 
HOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa CreditoHOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa Credito
 
Project Serenity — 33% Life-time Commissions.docx
Project Serenity — 33% Life-time Commissions.docxProject Serenity — 33% Life-time Commissions.docx
Project Serenity — 33% Life-time Commissions.docx
 
Dominate Reddit Discussions.............
Dominate Reddit Discussions.............Dominate Reddit Discussions.............
Dominate Reddit Discussions.............
 
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
 
Your Path to YouTube Stardom Starts Here
Your Path to YouTube Stardom Starts HereYour Path to YouTube Stardom Starts Here
Your Path to YouTube Stardom Starts Here
 
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
HOW TO USE THREADS an Instagram App_ by Clarissa CreditoHOW TO USE THREADS an Instagram App_ by Clarissa Credito
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
 
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAMLORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
 
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANEEASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
 
Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......
 
Surat Digital Marketing School - course curriculum
Surat Digital Marketing School - course curriculumSurat Digital Marketing School - course curriculum
Surat Digital Marketing School - course curriculum
 
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyThe Evolution of SEO: Insights from a Leading Digital Marketing Agency
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
 
Lifecycle of a GME Trader: From Newbie to Diamond Hands
Lifecycle of a GME Trader: From Newbie to Diamond HandsLifecycle of a GME Trader: From Newbie to Diamond Hands
Lifecycle of a GME Trader: From Newbie to Diamond Hands
 

Engaging with KOL online

  • 1. Engaging with KOL Online Alexandra Fulford @Pharmaguapa
  • 2. What is a KOL and a KOI? Key Opinion Leader © 2013 ZS Associates Key Online Influencer −2− Engaging with KOL_SMI_V1
  • 3. We get value from KOLs today already …. why bother with digital? © 2013 ZS Associates −3− Engaging with KOL_SMI_V1
  • 4. The simple answer – extend the reach of your message © 2013 ZS Associates −4− Engaging with KOL_SMI_V1
  • 5. But there are other benefits – such as insight generation ….. © 2013 ZS Associates −5− Engaging with KOL_SMI_V1
  • 6. … and relationship building © 2013 ZS Associates −6− Engaging with KOL_SMI_V1
  • 7. So what is in it for the KOL? © 2013 ZS Associates −7− Engaging with KOL_SMI_V1
  • 8. The same simple answer – extend the reach of their message © 2013 ZS Associates −8− Engaging with KOL_SMI_V1
  • 9. As well as build and secure their name online as well as offline © 2013 ZS Associates −9− Engaging with KOL_SMI_V1
  • 10. They can also use it to build relationships © 2013 ZS Associates − 10 − Engaging with KOL_SMI_V1
  • 11. Companies like Boehringer Ingelheim are starting to do this © 2013 ZS Associates − 11 − Engaging with KOL_SMI_V1
  • 12. They tweeted with a KOL around #COPD © 2013 ZS Associates − 12 − Engaging with KOL_SMI_V1
  • 13. They publicised the event through social media and bloggers picked up on it © 2013 ZS Associates − 13 − Engaging with KOL_SMI_V1
  • 14. They set housekeeping rules at the start of the chat © 2013 ZS Associates − 14 − Engaging with KOL_SMI_V1
  • 15. And then facilitated the discussion © 2013 ZS Associates − 15 − Engaging with KOL_SMI_V1
  • 16. The result – an interesting discussion © 2013 ZS Associates − 16 − Engaging with KOL_SMI_V1
  • 17. OK .. So how? © 2013 ZS Associates − 17 − Engaging with KOL_SMI_V1
  • 18. The first step is to identify individuals to engage with © 2013 ZS Associates − 18 − Engaging with KOL_SMI_V1
  • 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. 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. At the same time identify KOI … © 2013 ZS Associates − 21 − Engaging with KOL_SMI_V1
  • 22. … and understand their networks and preferences … 22 ZS Associates © 2013 − 22 − Engaging with KOL_SMI_V1
  • 23. …and listen to their needs © 2013 ZS Associates − 23 − Engaging with KOL_SMI_V1
  • 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. Set up training …. © 2013 ZS Associates − 25 − Engaging with KOL_SMI_V1
  • 26. …as an extension of traditional speaker training for example © 2013 ZS Associates − 26 − Engaging with KOL_SMI_V1
  • 27. And ideally together at a single physical meeting © 2013 ZS Associates − 27 − Engaging with KOL_SMI_V1
  • 28. Set clear parameters around expectations and share a vision © 2013 ZS Associates − 28 − Engaging with KOL_SMI_V1
  • 29. Provide support as needed © 2013 ZS Associates − 29 − Engaging with KOL_SMI_V1
  • 30. Develop material for your online KOL and KOI © 2013 ZS Associates − 30 − Engaging with KOL_SMI_V1
  • 31. Most importantly - invest time into the relationship © 2013 ZS Associates − 31 − Engaging with KOL_SMI_V1
  • 32. Thank you – Questions? Alexandra Fulford alexandra.fulford@zsassociates.com @pharmaguapa © 2013 ZS Associates − 32 − Engaging with KOL_SMI_V1

Editor's Notes

  1. Many steps to building a relationshipSolid foundation
  2. LevelsContent