Key Opinion Leaders (KOLs) play a critical role in educating the medical and scientific communities to build awareness about the latest medical therapies and novel mechanisms of action. KOL relationship management has thus emerged as a necessary and vital part of brand success. In an effort to examine how leading pharmaceutical companies approach KOL management, this research by Best Practices, LLC identifies the key elements of KOL management excellence, from structure and strategies to MSL roles and KOL activity assessment.

1. Optimizing Key Opinion Leader Relationships
Best Practices in KOL Management
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2. Table of Contents
Research Overview…………………..........Page 2
Key Findings & Insights…………………..Page 6
Organizational Structure………………….Page 12
Segmentation, Alignment and Use…......Page 18
Management Roles, Tools and
Activities…………………………………….Page 22
Innovative Practices, Opportunities and
Challenges………………………………….Page 33
Appendix
o Additional Quotes……………………Page 40
o About Best Practices………………..Page 43
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3. Research Overview
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4. Research Objective and Methodology
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.
This report:
Collects best practices in the management of KOLs
Describes optimal organizational structures for building and
maintaining relationships with KOLs
Captures information about tools and activities that help manage
relationships
Analyzes critical success factors and pitfalls in dealing with KOLs
Provides insight into innovative practices, lessons learned and
changing methods in working with KOLs
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5. 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 Laboratories Kendle International
Alcon Labs Lundbeck Egypt
Amgen Medrad
Anesiva Merck
Baxter Myriad Pharmaceuticals
Bayer Schering Pharma Nobel Biocare
Becton Dickinson Novartis
Biogen Idec Noven Therapeutics
Bristol-Myers Squibb Ozone Pharmaceuticals
Celgene Europe Pfizer
Covidien Promeco SA de CV
Cubist Pharmaceuticals RBP Pharma SAS
EMD Serono Sanofi-Aventis
Esteve Shire
Ethicon Endo Surgery Solvay Pharmaceuticals
Genentech Spectrum Pharmaceuticals
Innovex Steris Corporation
Inspire Pharmaceuticals Teva Neuroscience
Invitrogen Transoma Medical
Janssen Cilag URL Pharma
Johnson & Johnson Vistakon
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6. Sample Key Findings &
Insights
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7. Organizational Structure
Optimal structures balance the need for alignment with both scientific and commercial
perspectives.
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 edge
Coordinating 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
relationships
Structures should align with overall company characteristics and
strategic functions
• Internal alignment on the basics is vital to success
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8. Organizational Structure
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9. Dedication of KOL Management Function
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?
Number of FTEs
Dedicated Group
No, 15%
Yes, 85%
(n=59)
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10. Segmentation, Alignment and Use
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11. KOL Segmentation and 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.
Opinion Leader Segments Behavior Drivers
Research Interests
Technical Monetary Gain
Experts Fame
Professional/Career
Clinical Peer Development
Talent Influencers Improving Health
Outcomes
Regional
Extending Influence
Opinion Leaders
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12. Management Roles, Tools and
Activities
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13. 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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14. MSLs Involvement in KOL Management
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?
Not At All
Involved 19%
Highly
Involved 39%
Minimally
Involved 7%
Somewhat
Involved 15%
Moderately
Involved 20%
(n=54)
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15. Innovative Practices,
Opportunities and Challenges
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16. Critical Success Factors
Critical 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.
Q: What are the top three critical success factors in developing and maintaining effective KOL
relationships?
Relationship
Opportunity
• Long-Term Approach
• Active Pipeline
• Upper Management
Involvement • Evolving Science
• Trust/Candor/Integrity • Funding
• Long-Term Mindset • Active Clinical Study
Investment
• Feedback/Frequent Contact
• Discovering Up-and-Coming
• “Relationship Transfer”
Leaders
• SPOC
• Quick Adoption of New
• Consistency in communication, Technology
interaction, support, behavior
• Research Opportunities
• Fair Treatment
• Dedicated FTEs
• Successful Matching of
Interests
• Mutual Benefit
• “Win-Win Thinking”
• Mutual Respect for
Alignment
Scientific and Medical
• Value to KOL and Business
• Appropriate Recruiting
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17. About Best Practices, LLC
Best 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.
Best Practices, LLC
6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517
www3.best-in-class.com
919-403-0251
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