Aissel

1

• Introduction to KOL Management

2
KOL? Whats That?
KOL

• Key Opinion Leaders (KOLs) are physicians who
  influence their peers' medical practice,
  including but not limited to prescribing
  behavior.
• KOLs or "thought leaders" are respected
  individuals, such as prominent medical school
  faculty, and senior physicians who influence
  physicians through their professional status and
  experience.

WHY THEM

• Biggest players in Pharma sales strong peer
  influence and therefore, play vital role in the
  acceptance and sales of products
• Reduced Marketing costs
• Focused on high impact people
• Less people, so build better relationships
• Participate in drug research and trials
• Key players in RD, Clinical Trials and
  commercialization of drugs

3
Types of KOLs

• KOLs can be divided into the following classes
  based on their sphere of influence
• Global KOLs
• National KOLs
• Regional KOLs
• Local KOLs
• Each of the above is equally important to a
  pharmaceutical company in selling their product.
• KOLs can also be divided based on how established
  they are within their peers.
• Established KOLs
• Emerging KOLs (Rising Stars)
• Established KOLs are well known amongst their
  peers and are already regarded as subject matter
  experts in their area of expertise.
• Emerging KOLs are the stars in making within
  their area of expertise. They are not yet well
  known among peers, but have started to gain
  attention due to their work

4
KOL Management

• The success of a KOL strategy depends on
  identifying right opinion leaders - and
  understanding their network of influence. KOL
  Management play a vital role in not only
  development and launch of a pharmaceutical
  product, but also in authoring, presenting and
  disseminating clinical and scientific data
  crucial for developing concept and brand
  awareness and ultimately acceptance. It is
  awareness and acceptance that are crucial factors
  in building the momentum leading to the success
  of a product.
• One of the most critical things for the Pharma
  companies is to identify the right KOLs and the
  rising stars
• Primary Research Interview Physicians
• Secondary Research Collect Analyze data from
  the internet
• Profiling Collecting, Analyzing and
  Synthesizing information about a KOL from the
  internet

5
Who needs it?

• All Pharma, Biotech Medical Devices companies
  need the KOL information for marketing purposes
• Remember that doctors are the customers of drug
  and device manufacturers
• KOLs play the most significant role in
  influencing their peers and hence the most
  important players in the sales value chain
• There are several Titles, Departments and Roles
  in most Pharma companies dedicated to developing
  and managing relationships with KOLs
• They can use the information on KOLs for several
  reasons
• Inviting for events
• Sponsor drug trials
• Grant for Clinical Trials
• Promote their products
• Identifying the stars, knowing more about them
  and managing relationships with them is a MUST
  for every Pharmaceutical manufacturing company