optimizing kol relationships report summary

BEST PRACTICES,®

LLC

Optimizing Key Opinion Leader RelationshipsBest Practices in KOL Management

BEST PRACTICES,®

LLCCopyright © Best Practices®, LLC 1

Table of Contents

Research Overview…………………..........Key Findings & Insights…………………..Page 6Organizational Structure………………….Page 12Segmentation, Alignment and Use…......Page 18Management Roles, Tools and Activities…………………………………….Page 22Innovative Practices, Opportunities and Challenges………………………………….Page 33Appendix

o Additional Quotes……………………Page 40o About Best Practices………………..Page 43

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Research Overview

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Research Objective and Methodology

This report:

Collects best practices in the management of KOLsDescribes optimal organizational structures for building and maintaining relationships with KOLsCaptures information about tools and activities that help managerelationshipsAnalyzes critical success factors and pitfalls in dealing with KOLsProvides insight into innovative practices, lessons learned and changing methods in working with KOLs

This research was designed to capture the best practices in building, managing and maintaining KOL relationships. Data were collected using an online survey instrument, and in-depth interviews were conducted with selected participants to gather more detailed information pertinent to this study.

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Benchmark Class

Nearly 60 respondents representing 42 different companies participated in the survey. About half of these were from Marketing and/or Sales Departments.

Abbott LaboratoriesAlcon LabsAmgenAnesivaBaxterBayer Schering PharmaBecton DickinsonBiogen IdecBristol-Myers SquibbCelgene EuropeCovidienCubist PharmaceuticalsEMD SeronoEsteveEthicon Endo SurgeryGenentechInnovexInspire PharmaceuticalsInvitrogenJanssen CilagJohnson & Johnson

Kendle InternationalLundbeck EgyptMedradMerckMyriad PharmaceuticalsNobel BiocareNovartisNoven TherapeuticsOzone PharmaceuticalsPfizerPromeco SA de CVRBP Pharma SASSanofi-AventisShireSolvay PharmaceuticalsSpectrum PharmaceuticalsSteris CorporationTeva NeuroscienceTransoma MedicalURL PharmaVistakon

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Sample Key Findings & Insights

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Organizational Structure

Marketing and Medical Affairs frequently share responsibility for KOL management

• Some form of cross-functional/team management is common• Regulatory pressures and the growing importance of scientific objectivity

give Medical Affairs an important edgeCoordinating KOL activity is increasingly critical for both compliance and effectiveness

• National KOLs almost always require a single point of contact• Avoid letting multiple people compete for a KOL’s attention

Dedicated staff can counter management churn and inconsistency in relationshipsStructures should align with overall company characteristics andstrategic functions

• Internal alignment on the basics is vital to success

Optimal structures balance the need for alignment with both scientific and commercial perspectives.

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Organizational Structure

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Dedication of KOL Management Function

Yes, 85%

No, 15%

The vast majority of the benchmark class have dedicated oversight of KOL activities. Responsibility for this oversight varies (Medical Affairs, MSLs, others), and in many cases it occurs at the group, rather than the individual, level.

Q: Is there a group or are there designated individuals in your company who are dedicated to the oversight of KOL activities?

(n=59)

Dedicated Group Number of FTEs

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Segmentation, Alignment and Use

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RegionalOpinion Leaders

KOL Segmentation and Behavior Drivers

Opinion Leader Segments Behavior Drivers

Understanding the different types of KOLs, segmenting them and developing the appropriate relationships along a product’s lifecycle are keys to successful strategy. Identifying the factors that drive each KOL will optimize relationship development.

Research InterestsMonetary GainFameProfessional/Career DevelopmentImproving Health OutcomesExtending Influence

PeerInfluencers

ClinicalTalent

TechnicalExperts

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Management Roles, Tools and Activities

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Highly Effective Tactics for KOL Management

Profiling and Dedicated Staff were rated as most effective tactics for developing and maintaining relationships with KOLs.

Q. Which of the following tactics are effective in developing and maintaining relationships with KOLs?

(n=58-59)

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MSLs Involvement in KOL Management

Somewhat Involved 15%

Minimally Involved 7%

Not At All Involved 19%

ModeratelyInvolved 20%

Highly Involved 39%

Most respondents (59%) reported that Medical Science Liaisons (MSLs) are either moderately or highly involved in KOL development at their companies. Among Top 30 pharma respondents, that figure jumps to 80%.

Q. How much are your company's Medical Science Liaisons (MSLs) involved in KOL development?

(n=54)

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Innovative Practices, Opportunities and Challenges

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Q: What are the top three critical success factors in developing and maintaining effective KOL relationships?

Critical Success FactorsCritical Success Factors (CSFs) fell into three broad areas of focus: Relationship, Opportunity and Alignment. Factors relating to the consistency and continuity of relationship were mentioned most frequently.

• Active Pipeline• Evolving Science• Funding• Active Clinical Study

Investment• Discovering Up-and-Coming

Leaders• Quick Adoption of New

Technology• Research Opportunities

• Long-Term Approach• Upper Management

Involvement• Trust/Candor/Integrity• Long-Term Mindset• Feedback/Frequent Contact• “Relationship Transfer”• SPOC• Consistency in communication,

interaction, support, behavior• Fair Treatment• Dedicated FTEs

Relationship Opportunity

Alignment

• Successful Matching of Interests

• Mutual Benefit• “Win-Win Thinking”• Mutual Respect for

Scientific and Medical• Value to KOL and Business• Appropriate Recruiting

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919-403-0251

About Best Practices, LLCBest Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.

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optimizing kol relationships report summary

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