Optimizing Key Opintion Leader Relationships: Best Practices in KOL Management : Market Research Report

Optimizing Key Opintion Leader Relationships: Best Practices in KOL Management

Published: Apr. 1, 2009 - 43 Pages

RESEARCH OVERVIEW: Research Objective and Methodology; Benchmark Class; Respondent Characteristics
KEY FINDINGS & INSIGHTS: Organizational Structure; Strategies and Tactics; Management Roles, Tools and Activities; Role of MSLs in Managing KOLs; Measuring the Work of MSLs
ORGANIZATIONAL STRUCTURE: Dedication of KOL Management Function; Organizational Responsibility for KOL Management; Optimal KOL Management Organizational Structure; Recent and Planned Changes in KOL Management; “Optimal” KOL Management Model
SEGMENTATION, ALIGNMENT AND USE: KOL Segmentation and Behavior Drivers; KOL Roles Over Product Lifecycle; KOL Structure Should Evolve with the Company
MANAGEMENT ROLES, TOOLS AND ACTIVITIES: Highly Effective Tactics for KOL Management; Highly Important Approaches to KOL Management; Point of Contact for KOL Management; National vs. Regional KOL Contact; Software Used in KOL Management; MSLs Involvement in KOL Management; How KOL Activities are Evaluated; What KOLs Value Most; How KOL Satisfaction is Ensured; How KOL Management is Valued Internally
INNOVATIVE PRACTICES, OPPORTUNITIES AND CHALLENGES: Recognized Innovative Practices are Uncommon; What Differentiates the Better Companies; Critical Success Factors; Most Difficult Challenges in KOL Management; Emerging Trends
APPENDIX: Additional Quotes
ABOUT BEST PRACTICES, LLC

Abstract

STUDY OVERVIEW

The advocacy of Key Opinion Leaders (KOLs) has proven to be among the most effective and critical means of building product awareness in the medical and scientific communities.

Indeed, KOL relationship management itself has emerged as its own business discipline, a necessary and challenging component of brand promotion. As one interviewed director put it, “KOL relationship management has changed very quickly. I’ve found that large companies have difficulty adapting in a timely manner.”

This Best Practices, LLC research examines how leading pharmaceutical companies approach KOL management.

This report identifies the organizational structures, management strategies and tactics, and critical success factors associated with KOL management excellence. Pharma executives can use this benchmarking research to learn best practices in KOL management and discover how they can maximize KOL relationships to benefit their own products and therapies.

KEY FINDINGS

Marketing has functional responsibility for KOL Management at 73 percent of companies surveyed.
Medical Affairs also shares some responsibility for KOL Management at 61 percent of benchmark partner companies.
A majority (59 percent) of respondents 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 percent.
More than one-fifth of participant companies report that they have no method for evaluating KOL activities.

KEY TOPICS

KOL Segmentation and Behavior Drivers
KOL Roles Over Product Lifecycle
KOL Management Models
Role of Medical Science Liaisons (MSLs) in Managing KOLs
Emerging Trends in KOL Management
Innovative Practices in KOL Management
Critical Success Factors in KOL Management
Most Difficult Challenges in KOL Management

KEY METRICS

Functional Responsibility for KOL Management
Budgetary Responsibility for KOL Management
Optimal KOL Management Organizational Structure
Highly Effective Tactics for KOL Management
National and Regional KOL Contact
Level of MSL Involvement in KOL Management
KOL Evaluation
KOL Involvement Satisfaction
How KOL Management is Valued Internally
Recent Changes in KOL Management
Future Changes in KOL Management

METHODOLOGY

This research involved an online survey of nearly 60 respondents representing 42 different biopharmaceutical companies. In-depth field interviews were also conducted with selected participants. About half of the respondents were from marketing and/or sales departments

INDUSTRIES PROFILED

Pharmaceutical; Biotech; Chemical; Health Care; Media; Manufacturing; High Tech

COMPANIES PROFILED

Abbott Laboratories; URL Pharma; Transoma Medical; Steris Corporation; Spectrum Pharmaceutical; Skila; Rivermark LLC; RBP Chemical Corporation; Promeco SA de CV; Noven Therapeuticals; Nobel Biocare; Lundbeck; Kendle International; Inspire Pharmaceuticals; Impact Communications; Esteve; Becton Dickinson; Anesiva; Vistakon; Teva Pharmaceutical Industries Ltd; Solvay Pharmaceuticals; Shire; Sanofi-Aventis; Pfizer; Novartis; Myriad; Merck; Medrad; Johnson & Johnson; Janssen Cilag Pharmaceutical; Invitrogen; Innovex Global; Genentech; Ethicon Endo-Surgery Inc; EMD Serono; Cubist Pharmaceuticals; Covidien; Celgene; Bristol-Myers Squibb; Biogen Idec; Bayer Schering AG; Baxter Healthcare; Amgen; Alcon Laboratories

Get Full Details About This Report >>

US: 800.298.5699

Int'l: +1.240.747.3093

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 300,000 market research reports, company profiles and country profiles from over 700 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.

2/15/2012 - 32

Optimizing Key Opintion Leader Relationships: Best Practices in KOL Management

Table of Contents

Abstract