Conference Schedule
• Plan for a full product lifecycle by developing a clear and comprehensive KOL management plan
• Recognize the value of the KOL and their contribution in the medical world, while moving away from the transactional mindset
• Maintain continuous engagement and seek feedback
There are a multitude of ways to identify and track KOLs. But before these methods can work for you, you must be prepared to ask specific questions about your overall engagement strategy.
• Discover the various methodologies of identifying your KOLs
• Discuss the benefits of different approaches and which should be utilized for your goal
• Understand your business question and which KOLs would best serve you
• Dive into KOL strategic planning and analyze how your company buildsd your thought leader planner

In this session, you will learn the tips and tools to build a balanced engagement strategy that values diversity of thought and drives real business impact. Where should we be focusing to drive diversity of thought leadership across engagement lifecycle planning? Take a deep dive into learning the strategies for:

  • Identifying rising stars
  • Inclusion and diversity
  • Leveraging unique expertise across systems of care
There is a not a one-size-fits-all when it comes to communication. Everyone learns and consumes information differently. It is critical to understand how your KOLs prefer to be engaged.
• Invite KOLs to express their opinions on preferred styles
• Be open and flexible with using various media
• Learn how to avoid “info dumping”

Everything we do is intended to impact a treatment eco-system by addressing market needs in some ways. KOLs play many important roles but an essential first step is to fully understand the system, the disease community, in which they operate. This is fundamentally a data challenge. This session will provide practical examples of data-driven engagement including:

  • How data perspectives illuminate actionable insights and opportunities
  • How local ecosystems and KOLs can impact clinical trial accrual and treatment practices
  • How data can find missing patients and identify educational needs
  • How to engage KOLs in the context of all of the above
Cultivating KOL partnerships takes time, dedication and a collaborative mindset. If you proactively plan your engagements and interactions for the year, you can develop genuine relationships that will support your company throughout the product lifecycle.
• Identify the best ways to partner with your KOLs based upon your business needs
• Assign team members to serve as key points of contacts for your priority KOLs
• Coordinate internally around congresses and other major activities
• Use new, unique collaborative tools to avoid virtual burnout
• Collect KOL feedback and measure your equity as a company
  • Re-think KOL touchpoints as a KOL-centric journey
  • Leverage scientific exchange efficiently and effectively along the journey
  • Demonstrate impact with unique insights/stories
  • Review practical yet innovative approaches to apply in real life
MSLs can gather important KOL feedback throughout every stage of product development: pre-clinical, clinical, pre-launch, launch, and post-launch. With careful planning, they can have an outsized impact on product performance even before it reaches clinical stages.
• Focus on scenario planning to enable long-term agility
• Build relationships with KOLs before product launch to gather feedback about a new product
• Create a united approach for every lifecycle phase

MSLs engage with external stakeholders and are key in developing and building relationships with KOLs. How can you make sure you have the right team members and training at the stage where you need them?

  • Invest in developing competencies of the MSL team
  • Equip MSLs with superior communication skills and a comprehensive understanding of the market situation
  • Train them to be fluent in all relevant digital tools and platforms
COVID only accelerated a pre-existing trend shifting the industry to more virtual meetings and interactions – and there is no going back. Virtual meetings require a different approach in order to encourage interactivity and engage on an intimate, human level.
• Define a clear objective for virtual meetings
• Choose advisors who can facilitate the meeting effectively and keep the attendees engaged
• Select an interactive platform that allows maximum engagement and collaboration
KOLs are constantly being contacted by many people from the pharmaceutical industry. It is easy for your communication to be overlooked and get lost. How can you stand out from the crowd?
• Send content-driven data that is concise, thought provoking, and brings value to the KOL
• Utilize people who have connections with that KOL for an introduction
• Find new ways to be creative and engaging

An exploration of how Medical affairs organizations continue to further their use of data and analytics in demonstrating value. The availability of novel data sources holds the promise of enhancing strategies and engagement impact. When considering these new sources of knowledge, one must ask, what is the strategic application of healthcare claims via medical affairs?

Discussion Points:

1. Medical Claims and Medical Affairs: Leaders across the (bio)pharmaceutical industry are beginning to see the potential medical claims offer to those driving awareness and understanding of novel approaches to patient care. However, the questions must be asked, how can this data be used effectively and how will it enhance insights into the world’s experts, improving one’s ability to identify, prioritize, and engage differently?

2. Understanding Care Relationships: Understanding how patients are referred is just another foundational piece of information that medical affairs should understand and apply strategically. This evolving dynamic could provide opportunities for a company to improve education, resource deployment, and therapeutic interventions.

3. Comparing Scientific Expertise: Unlike academic research, clinical practice isn’t about developing new innovations or furthering existing knowledge. It’s about the current standard of care and understanding how evidence has impacted decision-making. Identifying clinical leaders provides a new avenue to share emerging evidence to enhance care choices in the future.

An MSL serves as a scientific peer and field-based extension to medical affairs with the purpose of building relationships with KOLs and external HCPs across various therapeutic areas. Understanding the MSL region holistically is vital to alignment of strategic focus for the organization as well as serving the ultimate customer: the patient. This session will introduce the MSL regional map which is a regional planning tool to help identify new KOLs and build depth of knowledge within the MSL’s regional ecosystem. This session will cover two elements of a three-part series on the MSL regional ecosystem roadmap.
• Appreciate the breadth of regional focus areas for MSL planning
• Understand the importance of MSL territory planning and novel methods
• Consider how to develop and implement a regional MSL medical plan
• Enhance visibility to questions MSLs should consider to critically evaluate regional sectors and align to medical strategy
Dive into how the industry can improve their engagement strategy.
• Share strategies to improve internal communication and collaboration
• Discuss advisory board standards
• Clarify which department should own the relationship
OIG launched a new fraud alert for people who engage with KOLs as promotional speakers and work with them outside of speaker programs. Pharmaceutical and medical device companies have interactions with KOLs and HCPs which clearly state promotional speaking conferences are vital.
• Review OIG Special Fraud Alert
• Recognize OIG skepticism and likely triggers for further investigation
• Discuss how it will affect speaker programs and the industry’s relationship with KOLs
Pharmaceutical companies rely heavily on KOL partnerships, so it is critical to understand what motivates KOLs in order to establish meaningful partnerships.
• Understand that the goal of partnering is to ultimately lead to better medical outcomes
• Evaluate the partnership and how you can bring value to the KOL
• Build trust by staying aligned with KOL needs and goals