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Key Opinion Leader (KOL) identification is an important aspect of brand strategy at all stages of a product's life cycle. By sharing trial and product information with the medical community and influencing peer prescribing, a well-defined and executed KOL strategy can create a surge of adoption, driving your brand performance to new heights.
In general, the success of a KOL strategy depends on identifying right opinion leaders - and understanding their network of influence. KOLs play a vital role in not only development and launch of a pharmaceutical product, but also in authoring, presenting and disseminating clinical and scientific data crucial for developing concept and brand awareness and ultimately acceptance. It is awareness and acceptance that are crucial factors in building the momentum leading to the success of a product.
Conventionally, the process employed by pharma companies to identify these thought leaders has often been subjective relying heavily on personal recommendations from internal teams, other KOLs and previous experience. Primary market research is one of the most common methods used for identifying national and regional KOLs. Using longitudinal patient data for identifying KOLs is the new and innovative approach that provides revealing insights into physician networks and local KOLs.
marketRx uniquely combines secondary data analysis with primary market research to deliver the most robust, actionable physician influence findings. Not only can we identify your national, regional and local KOLs and influence networks, but our valuation methodology will also help you understand which of these physicians you should target.
iKOL™, our robust online interactive KOL identification and valuation tool provides all the information you need for your KOL initiatives. It provides a customized approach for achieving client specific objectives, depending on the proposed use of KOLs, leveraging our expertise in market research and analytics to deliver the most practical findings for you.
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Case Study Example: Leveraging patient level data to identify KOLs for better field targeting and call planning
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| Objectives |
One of our clients was planning to launch a new cardiovascular drug for which we had to identify KOLs, do alignment, call planning and cross-reference these analyses with the identified KOL’s characteristics.
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| Key Points |
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We used longitudinal patient level data to identify local KOLs and provided additional valuation information based on new brand starts
- An online survey was conducted among cardiologists and PCPs to identify differences between specialties
- A 'Valuation Index' indicating the calculated influence of each KOL was developed and incorporated into call planning
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| Key Outcomes |
- 1,660 unique KOLs were identified across 3 regions - Northeast, Southeast and West
- It was found that cardiologists are more likely to be considered KOLs than PCPs
- The findings have drastically improved our client's call plan and field targeting by providing a pruned database of territory-level KOLs
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When you partner with marketRx, you get a sure shot solution that combines primary and secondary data with a unique KOL management platform, enabling you to maximize the interaction, value and quality of your KOL initiatives. |
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Presentation
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