Strategic KOL Management: Structure and Designated Roles for an Effective Engagement System

STUDY OVERVIEW

While the evolving U.S. healthcare system is altering many aspects of the biopharmaceutical marketplace, the importance of Key Opinion Leaders (KOLs) remains unchanged. The influence of KOLs continues to extend from clinical programs and medical education, to prescribing habits and payer access. Consequently, it's vital for biopharmaceutical organizations to effectively manage these important and often complex relationships through systems, processes, and procedures.

Best Practices, LLC conducted this research to help organizations create and maintain a strategic KOL management system. In particular, this study examines the current most favored organizational structures for strategic Thought Leader management and engagement. This study also identifies innovative practices that are driving successful Thought Leader management at other organizations.

KEY TOPICS

• Structuring Strategic Thought Leader Management and Engagement
• Administering Strategic Thought Leader Management and Engagement
  

• Current & optimal strategic KOL management & engagement system structure
• Primary oversight function for strategic KOL management & engagement systems
• Optimal organizational structure for strategic KOL management & engagement
• Presence of separate KOL roles for strategy and relationships
• Job level for oversight role of strategic KOL management & engagement
• Executive sponsorship for strategic KOL management & engagement
• Administering a strategic KOL management & engagement system
  

• Medical Affairs Leads Strategic TL Management: Medical affairs is the function that a majority of study participants rely on to oversee strategic KOL management. This reflects a long-time shift - driven largely by the regulatory environment - of KOL management moving out of marketing and into medical affairs. But as many organizations noted, it is not unusual for other functions to be involved in setting strategy for KOL interactions.
  

Thirty-four TL management leaders from 29 biopharma and device organizations participated in the external field survey, and we interviewed 4 participants for in-depth insights

Industries Profiled:
Health Care; Pharmaceutical; Biotech; Medical Device; Manufacturing; Education; Science; Biopharmaceutical; Clinical Research; Laboratories; Medical


Companies Profiled:
Abbott Nutrition; Abbvie; Amgen; Antibiotice; Astellas; Baxter Healthcare; Biogen Idec; Boehringer Ingelheim; Crescendo Bioscience; Cubist Pharmaceuticals; Eisai; Intermune; Janssen; Jazz Pharmaceuticals; Mallinckrodt; Marcyrl; Medtronic; Merck; MSD; Onyx Pharmaceuticals; Pierre Fabre Medicament; ProStrakan; Reliance Institute of Life Sciences; Roche; Sanofi; Sanofi Renal; Servier; Shire; TauRx Therapeutics; Janssen Biotech; Inc.; A.P. Pharma

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