Key Opinion Leaders (PH122)
Relationship Management and Segmentation Data
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- Published 2009
- 180 Pages
- 1000+ Metrics
- Charts and Diagrams
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Increase thought leader participation and solidify key opinion leader efforts
Key Opinion Leaders: Relationship Management and Segmentation Data is an essential tool for thought leader management professionals. This report is a definitive guide for engaging thought leaders in today's increasingly transparent environment. It shows teams how to be proactive and forward-thinking even while feeling the weight of ongoing regulatory pressure. By following this path, beyond building opinion leader relationships, your company will also create a lasting culture of integrity.
In response to challenges facing thought leader development teams, Key Opinion Leaders: Relationship Management and Segmentation Data provides actionable strategies that will deliver immediate impact. The report's detailed benchmarks enable you to compare your efforts against competitors. Interviews with top executives reveal fresh perspectives and solutions to persistent challenges and pitfalls. With this study our analysts have honed their expertise to provide hard-hitting, easy-to-implement strategic recommendations.
Trends
Gain insight into the impact of the latest regulatory guidelines and learn how to increase MSLs' effectiveness in managing KOL relationships
Tools for Thought Leader Management Success
Learn the most common segmentation criteria that companies use to identify KOLs. Also, study the breakdown of company targets to better focus activities. Lastly, build an airtight documentation process while archiving thought leader history and measure activities to ensure that you reach your goals.
Thought Leader Management Structure and Staffing
Organize your thought leader development department to generate the most productive impact. Company structure and reporting relationships impact compliance. Survey data also show how surveyed companies support their thought leader development through staff supports and budgets.
Segmentation Data
The amount of segmentation data that Cutting Edge Information collected warrants its own section. Segmentation data are compiled from more than 85 survey respondents. The information is broken down by company category, individual therapeutic area and provider category. Use the data as a guideline for identifying and segmenting thought leaders to find the best opinion leader for the task at hand.
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Companies and Therapeutic Areas Included in Key Opinion Leader Research
Companies
The surveyed companies provided primary information either in the form of survey data or a telephone interview. Cutting Edge Information's analysts use secondary data to supplement the information provided by study participants. Surveyed companies include five top-20 and eight
top-40 pharmaceutical companies, as well as biotechnology companies, medical device firms and third-party providers.Therapeutic Areas
- Autoimmune
- Cardiology and Thrombosis
- Central Nervous System (CNS)/Psychology
- Consumer Products
- Dermatology
- Diabetes (Type 1)
- Diabetes (Type 2)
- Gastroenterology
- Hematology
- Infectious Diseases
- Inflammation
- Medical Devices
- Musculoskeletal
- Oncology
- Radiology
- Respiratory
- Urology
- Virology
- Women's Health
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Key Opinion Leader Metrics
Key Opinion Leaders' (KOLs) three chapters include thought leader segmentation, structure, budget and staffing metrics.
Chapter 1: Relationship Management Trends
- Number of thought leader relationships per MSL, by company category
- Number of interactions per thought leader by activity, per month by company category
Chapter 2: Tools for Thought Leader Management Success
To create more targeted benchmarks and key opinion leader profiles, surveyed companies were asked to consider thought leaders within six categories: Expert in Field; Specialist; Subspecialist; Surgeon; Primary Care Provider; Allied Health Professional. Data include the following:
- Percentage of companies targeting specific thought leader categories, broken down by company category/size
- Percentage of companies targeting specific medical professional categories, broken down by company category/size
- Percentage of companies contracting KOLs for consulting services by thought leader category - broken down by company category/size
- Number of promotional/commercial thought leader relationships by company
- Number of clinical thought leader relationships by company
Segmenting Thought Leader Candidates
- Percentage of companies that segment thought leaders into tiers
- Percentage of tiers used by companies that segment thought leaders
- Tables profiling Tier 1, Tier 2, and Tier 3 thought leaders:
- Years of experience
- Number of publications per year
- Number of speeches delivered per year
- Provider category
- Geographic influence
- Clinical research background
- Early-adopter profile
- Education level
- Level of annual advising fee funding
- Level of annual grant funding
- Selection tables compile data about the categories above. Data are organized by:
- Company category
- Individual therapeutic area
- Provider category
- Rating of factors increasing thought leader tiering by company category/size (ranking from 1 to 6, with 6 being most influential)
Chapter 3: Thought Leader Development Structure, Staffing and Spending
- Reporting relationships of companies' thought leader development groups by company category/size
- Reporting relationships and company interactions with thought leader development
- Number of FTEs dedicated to companies' thought leader development groups, by company category/size
- Number of contract employees dedicated to thought leader groups, by company category/size
- US thought leader development budgets, by company category
- Rest-of-World medical device thought leader development budgets, by company category/size
- Percentage of companies whose thought leader development is supported by brands, by company category/size
- Percentage of companies that compensate thought leaders for travel, by company category/size
- Percentage of companies that compensate thought leaders for training, by company category/size
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Key Opinion Leader Report Sample
The following excerpt is taken from Chapter 1, "Trends Affecting Thought Leader Relationships," section 1: Roadblocks to Working with Thought Leaders."
Offer Solid Scientific Opportunities to Overcome Academic Institutions' Faculty Restrictions
As with many aspects of thought leader management, the best strategy to overcome objections is to offer thought leaders scientific opportunities to significantly advance medical treatment. As more academic institutions and hospitals place restrictions on their faculties working with drug manufacturers, companies have had to go back to basics to ensure that key opinion leaders are involved in clinical development opportunities.
An executive from Company 38, for example, commented that the increase in academic restrictions on thought leader availability indicates a new standard in thought leader relationships. The company has responded to the increased restrictions, however, by offering these academic-based thought leaders the opportunity to do what they do best: educate people.
The sentiment echoed across the industry is that if the science proves attractive enough, thought leaders want to participate. This sentiment also proves true when dealing with faculty at academic institutions. Although the institutions aim to prevent undue commercial influence on the scientific process, even they recognize when a significant opportunity arises to further advance treatment in a disease state. Company 41 has found little resistance to finding thought leaders to lend their time to consult on educational or non-branded activities. Furthermore, a Company 39 executive finds that although it has become more difficult to justify having dinner with a thought leader, by focusing on the science, companies can still build relationships with physicians with little resistance.
"If your focus is the science and that is what their life and career is about, then it is not more challenging," the Company 39 executive notes. "It might be better for the industry as a whole in the long run, and it might be better for the patients."
Sometimes, academic institutions have placed financial barriers to working with thought leaders...
The following excerpt is taken from Chapter 2
"Tools for Thought Leader Management Success," section 1: "Targeting and Recruiting Thought Leader Candidates."
With companies now focusing on specific indications or attempting to extend a narrow drug to another indication, thought leader management teams now search for thought leaders with experience in a certain indication rather than a therapeutic area, or thought leaders who have experience in two or three specific indications. Yet specialized medicine has led to constricted thought leader pools, which enables Key Opinion Leader management teams to search more accurately in their scientific expert selection. Narrowing treatment areas allow development groups to search with less breadth and more depth.
Companies target specialists more than any other thought leader category. Across all company categories and within each company category, companies most frequently sought specialists to engage and consult. Overall, 88% of companies target specialists specifically, as Figure 2.1 shows [figure appears in complete report]. Survey data show expert-in-field as the second most targeted category, with 58% of all companies specifically seeking this category. The industry basis of all potential thought leader success is publication and notoriety, explaining the top category targets.
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