Scheifele Sept09final

Strategic Approach to an Integrated KOL Program Andrew Scheifele, Ph.D. Executive Director, Regional Medical Liaisons Scientific Affairs, Amgen The content and opinions expressed in this presentation are solely those of the presenter and do not necessarily reflect those of Amgen. The presenter does not speak on behalf of Amgen.

Strategic Approach to an Integrated KOL Program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Hidden Slide

What is an Opinion Leader and Why Do We Need Them? ,[object Object],[object Object],1 Rogers, Everett M. (2003). “Diffusion of Innovations,” 5 th Ed., The Free Press, New York. 2 Coleman, James S., Elihu Katz, and Herbert Menzel. (1966), “Medical Innovation: A Diffusion Study,” The Bobbs-Merrill Company, Indianapolis, IN

Some Characteristics of Key Opinion Leaders ,[object Object],[object Object],[object Object],[object Object],Nair, H., Manchanda, P., and Bhatia, T., “Asymmetric Peer Effects in Physician Prescription Behavior: The Role of the Opinion Leaders.” Research Paper Series, Stanford Graduate School of Business, December 2006.

Key Opinion Leaders Impact Physician Peers Predominantly Through Direct Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],Nair, H., Manchanda, P., and Bhatia, T., “Asymmetric Peer Effects in Physician Prescription Behavior: The Role of the Opinion Leaders.” Research Paper Series, Stanford Graduate School of Business, December 2006.

[object Object],[object Object],[object Object],Strategic Needs Collaboration MSL’s Role

[object Object],[object Object],Strategic Needs Collaboration MSL’s Role

The Potential for Mutually Beneficial Collaborations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Option A: Bottom Up “Tactical” Approach – The Easy Solution Study A Investigator 1 Investigator 2 Investigator 3 Investigator 4 Investigator … Study B Investigator 1 Investigator 2 Investigator 3 Investigator 4 Investigator … Ad Board Advisor 1 Advisor 2 Advisor 3 Advisor … Publication Author 1 Author 2 Author 3 Speakers Bureau Speaker 1 Speaker 2 Speaker 3 Speaker …

A Silo-ed, Bottom Up Approach Results in Unbalanced KOL Engagement 3 trials 6 publications 4 ad boards Major Speaker 2 trials No engagement Thought Leader 1 Thought Leader 2 Thought Leader 3

Option B: Top Down “Strategic” Approach – More Complex Study Thought Leader 1 Study Ad Board Publication Speakers Bureau Study Study Thought Leader 2 Thought Leader 3 Thought Leader 4 Thought Leader 5 Thought Leader 6 Ad Board Publication Publication Ad Board Photo: http://www.lakemartinvoice.com/wp-content/uploads/holding_20map.jpg

Requirements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Collaboration Strategic Approach MSL’s Role

Why an integrated approach? ,[object Object],Economist Intelligence Unit – Business 2010

identify your barriers to giving a great experience http://andyhanselman.com

Company’s Perception Clearly delineated contacts for different roles CRA Sales Rep MSL Thought Leader

Thought Leader’s Awareness Thought Leader Company: Medical Development Sales Marketing Multiple contacts within same company Some understanding of difference in roles

Thought Leader’s Perception Development Lead Clinical Scientists Legal/ Contracting Sales Rep (s) Med Comm Brand Director (s) Medical Director (s) Medical/ Reimbursement Call Center (s) CRA CRO (s) Vendors Medical Writing MSL Thought Leader

Thought Leader’s Reality Thought Leader Company: Medical Development Sales Marketing Company: Medical Development Sales Marketing Company: Medical Development Sales Marketing Company: Medical Development Sales Marketing Company: Medical Development Sales Marketing Company: Medical Development Sales Marketing

The Problem Opinion Leader Time Span Product Life Cycle Team Member Turnover Products Functions Companies

A Team Approach to Thought Leader Engagement http://www.istockphoto.com File Number: 4034846

Create an integrated KOL engagement plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Beyond CRM: KOL Databases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MSL’s Role Strategic Needs Collaboration ,[object Object]

MSLs as Primary Point of Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Better Experience… Thought Leader Leveraging MSLs as the primary point of coordination & contact for KOL engagement Assessing your companies strategic needs for KOLs throughout the product lifecycle Building a coordinated approach for KOL engagement across functional departments Photo: http://www.flickr.com

Scheifele Sept09final

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Editor's Notes