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Driving the Right Stakeholder Dialogue (Part 3 of 5)
KOL Engagement: Why Convention Planning is Becoming Obsolete
Tracy Huggins, Principal, Medical Affairs Strategy, IQVIA
Apr 02, 2024

Engaging key opinion leaders (KOLs) isn’t what it used to be.

Historically, Medical Affairs teams worked to engage KOLs who represented a select group of influential, esteemed physicians and researchers. Today, teams are working to identify and engage with a much broader universe of thought leaders.

Although traditional KOLs are still in the mix, they’re no longer the sole focus. In fact, many physicians, researchers, health system decision makers, patient advocates, and even patients themselves are now serving as thought leaders. These individuals have various roles and influence when it comes to advancing peer education, shaping behavior, and facilitating product adoption.

In addition to being larger in number and variety, today’s thought leaders are interacting in ways that go well beyond traditional face-to-face engagement. Virtual platforms, omnichannel approaches, and social media channels have created more opportunity — and more complexity — for teams seeking to engage thought leaders.

For increasingly in-demand thought leaders, expectations for personalized engagement continue to rise. These individuals expect teams to bring a deep understanding of their areas of interest and their patients’ needs. Most of all, they want respect for their time.

Build on the basics

Amid all the changes in the “who” and “where” of thought leaders, some longstanding best practices still apply:

  • Ensure alignment. From the beginning, it’s important to define thought leader engagement goals and ensure internal alignment across brand, product, and Medical Affairs teams. Thought leader profiles, characteristics, interests, ambitions, and geographic reach should all correlate with brand objectives. Understanding individuals’ interests is especially critical to developing strong relationships that bring value to all parties.
  • Take a consultative approach. Engage early and anticipate thought leaders’ needs. Adopt a consultative approach that builds trust and fosters collaboration through multiple touchpoints, not isolated, tactical requests to present at a congress or a medical education program.
  • Co-create with thought leaders. While conventional planning has occurred within a pharmaceutical organization, the opportunity now is to take a new, more collaborative approach. Engage thought leaders in co-creating engagement plans. Seek input about their interests, goals, and appetite for working together.
  • Establish and track metrics. Determine what metrics reflect the strategic intent of thought leader engagement. Establish measures of what “success” looks like — and then use the resulting insights to inform follow-on activities and/or future investment.
Tap into technology to unlock advanced capabilities

Technology has spawned entirely new channels for interacting with thought leaders. When combined with data from a broader array of sources, it also unlocks new ways of finding thought leaders, understanding where, how, and with whom they engage, and then co-creating and executing engagement plans with them.

IQVIA experience points to six ways to use technology and data to support modern thought leader planning:

  1. Profiling and segmenting thought leaders. Data analytics can be valuable in identifying thought leaders whose interests and experience align with strategic goals.
  2. Identifying peer influence networks. Peer-to-peer interactions can have a profound impact on behavior. When a clinical thought leader adopts a care advancement, that leader’s connected network adopts at a rate that is 25% higher than a network of thought leaders who do not adopt the advancement. These peer-to-peer networks are not always obvious — but data and analytics can help in surfacing these influential relationships at the local and regional levels.
  3. Understanding social media footprints. From physicians and patient advocates to patients themselves, thought leaders share content via LinkedIn, Facebook Groups, and other digital platforms. Data and analytics can be used to determine where thought leaders are actively participating and sharing information.
  4. Describing digital behaviors. Technology can also be used to connect multiple data points that describe thought leaders’ digital channel preferences. This may include the kinds of medical content and which types of websites (e.g., congresses or journals) they access, as well as their preferences for virtual engagement and collaboration (e.g., e-MSL and advisory board platforms).
  5. Conducting clinical landscape analytics. By connecting multiple data points and digital solutions, these analytics can help in mapping patient journeys.
  6. Quantifying Share of Scientific Voice. There are tools that make it possible to understand the reach and impact of individual thought leaders. These insights can help in measuring and continually improving the effectiveness of thought leader engagement.

Treatments have become more complex and multidisciplinary. Thought leaders have grown in number and variety. Interaction channels are more diverse and accessible. Because of these and other dynamics, the conventional approach to KOL planning is headed for obsolescence. By combining proven approaches with innovative data sources and analytics, Medical Affairs teams can set a new standard for identifying and building relationships with thought leaders.

 

In case you missed it, click here to read the previous blog in this series.

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