Abstract
Increase thought leader participation and solidify opinion leader efforts:
- Plagued by low thought leader participation?
- Do your thought leader recruitment efforts feel scattershot or
unproductive?
- Do you want to ensure that your documentation processes are fail-proof?
If you answered "yes" to any of the above, Key Opinion Leaders: Relationship
Management and Segmentation Data is essential. This is a definitive guide for
engaging thought leaders in today' s increasingly transparent environment. It
shows teams how to be proactive and forward-thinking even while feeling the
weight of ongoing regulatory pressure. By following this path, beyond building
opinion leader relationships, your company will also create a culture of
integrity.
In response to challenges facing thought leader development teams, Key Opinion
Leaders provides actionable strategies that will deliver immediate impact.
The report' s meticulous benchmarks enable you to compare your efforts against
competitors. Interviews with top executives reveal fresh perspectives to
persistent problems. With this study -- CEI' s third annual thought leader
management report -- our analysts have honed their expertise.
The report focuses on these main areas:
Trends: Gain insight into the impact of the latest regulatory guidelines and
learn how to increase MSLs' effectiveness in managing KOL relationships.
Tools for Thought Leader Management Success: This chapter has many objectives:
learn how to identify KOLs that align with company goals; study the breakdown
of company targets to better focus your activities; build an airtight
documentation process while archiving thought leader history; and measure
activities to ensure reaching your goals.
Thought Leader Management Structure and Staffing: This chapter emphasizes how
company structure and reporting relationships impact compliance. Survey data
also show how surveyed companies support their thought leader development
through staff supports and budgets.
Segmentation data: Our hefty segmentation data warranted its own section.
Segmentation data are compiled from survey respondents. The information is
broken down by company category, individual therapeutic area and provider
category. Use the data as a guideline for paying thought leaders appropriately
and for matching the right KOL to the right activity.
Table of Contents
Metrics Overview
Key Opinion Leaders' three chapters include thought leader segmentation,
structure, budget and staffing metrics.
Chapter 1: Relationship Management Trends
- Number of thought leader relationships per MSL, by company category
- Number of interactions per thought leader by activity, per month by
company category
Chapter 2: Tools for Thought Leader Management Success
Note: To create more targeted benchmarks and opinion leader profiles, surveyed
companies were asked to consider thought leaders within six categories: expert
in field; specialist; subspecialist; surgeon; primary care provider; allied
health professional.
- Percentage of companies targeting specific thought leader categories,
broken down by company category
- Percentage of companies targeting specific medical professional
categories, broken down by company category
- Percentage of companies contracting KOLs for consulting services by
thought leader category - broken down by company category
- Number of promotional/commercial thought leader relationships by company
- Number of clinical thought leader relationships by company
Segmenting Thought Leader Candidates
- Percentage of companies that segment thought leaders into tiers
- Percentage of tiers used by companies that segment thought leaders
- Tables profiling Tier 1, Tier 2, and Tier 3 thought leaders:
- Years of experience
- Number of publications per year
- Number of speeches delivered per year
- Provider category
- Geographic influence
- Clinical research background
- Early-adopter profile
- Education level
- Level of annual advising fee funding
- Level of annual grant funding
- Selection tables compile data about the categories above. Data are
organized by
- Company category
- Individual therapeutic area
- Provider category
- Rating of factors increasing thought leader tiering by company category
(ranking from 1 to 6, with 6 being most influential)
Chapter 3: Thought Leader Development Structure, Staffing and Spending
- Reporting relationships of companies' thought leader development groups by
company category
- Reporting relationships and company interactions with thought leader
development
- Number of FTEs dedicated to companies' thought leader development groups,
by company category
- Number of contract employees dedicated to thought leader groups, by
company category
- US 2008 thought leader development budgets, by company category
- Rest-of-World 2008 medical device thought leader development budgets, by
company category
- Percentage of companies whose thought leader development is supported by
brands, by company category
- Percentage of companies that compensate thought leaders for travel, by
company category
- Percentage of companies that compensate thought leaders for training, by
company category
