Engaging Key Opinion Leaders (KOLs) - Identifying and Leveraging New KOL Groups to Drive Medical Marketing Strategy

NEW YORK, Oct. 8, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

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Engaging Key Opinion Leaders (KOLs) - Identifying and Leveraging New KOL Groups to Drive Medical Marketing Strategy

The report is built using information from primary and secondary research, including interviews with experts in the field.

GBI Research analysis shows that the pharmaceutical industry is facing a number of challenges that will influence the way it works with KOLs. The costs of R&D are rising as clinical development programs become longer and more complex, while industry revenues are falling. Companies have cut their internal workforces and are now looking externally for new products. The pressure on healthcare budgets from growing and ageing populations and the rise in non-communicable diseases, such as cardiovascular disease and different cancers, as well as the increasing costs of some medicines, have led healthcare providers to pay much greater attention to the cost-effectiveness of new products as a condition of reimbursement. As a consequence, the focus on marketing medicines in emerging economies has also increased. These changes require reevaluation of the role of the KOL as new groups of thought leaders are considered highly influential to the future of the industry.

- Exploration of the influence of academic scientists on industry R&D as companies look to externalize more of their research

- Detailed insights into the changing nature of the relationship of the industry with healthcare professionals, including details of the current compliance environment

- Examination of the role of patients in driving drug development within the industry

- Study of the growing importance of online social networks in each of these areas

- Investigation of how to identify and build successful relationships with these emerging groups of KOLs

- Develop strategies and priorities for engaging with these new groups of KOLs

- Learn the most important methods for identifying influential people and building effective relationships with them

- Understand how the changing compliance environment will affect industry relationships with healthcare professionals

- Explore why patients are becoming more influential and how to engage with this important group

1 Table of Contents1 Table of Contents 51.1 List of Tables 61.2 List of Figures 62 Introduction 72.1 Key Opinion Leaders: A History 72.2 Established KOL Roles in Drug Discovery, Development and Marketing 82.3 The Changing Environment for the Pharmaceutical Industry 102.3.1 Market Access: Reimbursement Authorities 102.3.2 Market Access: Purchasing 112.3.3 Generic and Specialty Medicines 112.3.4 Emerging Markets 122.3.5 Big Data: the Changing Environment for Science and Medicine 132.3.6 Emerging Business Models 132.4 Emerging KOL Roles 143 Building Relationships for External Innovation 153.1 Introduction 153.2 Growth Close to Hubs and Clusters 153.3 Working with Academia 163.3.1 Pfizer's Centers for Therapeutic Innovation 173.3.2 The California Institute for Biomedical Research 183.4 New Funding Models to Support Innovation 183.5 Drug Development Relationships 193.6 Key Opinion Leaders in the Emerging Drug Discovery and Development Landscape: Finding Experts 193.6.1 Knode 203.7 Key Opinion Leaders in the Emerging Drug Discovery and Development Landscape: Building Relationships 213.8 Conclusions 224 Building Relationships with Healthcare Professionals 234.1 Introduction 234.2 Identifying KOLs and Building Relationships 244.2.1 KOL Management 254.3 Healthcare Engagement: Codes of Practice 264.3.1 US 264.3.2 The Office of Inspector General Guidelines 274.3.3 EU 294.4 KOLs in Emerging Markets 304.4.1 Emerging Markets: Compliance Environment 304.5 Key Opinion Leaders Online 304.5.1 Examples of Best Practice in Digital Engagement 314.5.2 Channels for Engaging Healthcare Professionals Online 324.5.3 Digital Literacy 324.5.4 Regulating online engagement 334.6 Evolution of KOL Interactions 345 Building Relationships with Patients 355.1 Introduction 355.2 Patients' Roles in Drug Development 355.3 Overcoming Barriers to Effective Engagement 375.3.1 Increasing Patients' Awareness of the Clinical Research Process 375.3.2 Ethical Principles for Working with Patients 375.3.3 Transparency 385.4 Gaining Insights from Patients 385.4.1 Patients Online 395.4.2 Working with Online Patient Communities 405.4.3 Patient Intelligence 425.5 Clinical Trial Recruitment 435.6 Venture Philanthropy 435.7 Conclusions 446 Appendix 456.1 Abbreviations 456.2 References 456.3 Research Methodology 486.3.1 Coverage 486.3.2 Secondary Research 486.3.3 Primary Research 496.3.4 Expert Panel Validation 496.4 Contact Us 496.5 Disclaimer 49

List of Tables

1.1 List of TablesTable 1: Engaging Key Opinion Leaders, Key Emerging Markets: Market Size and Growth, 2005–2018 12Table 2: Engaging Key Opinion Leaders, Examples of Recent Collaborations between Academia and the Pharmaceutical Industry, 2012 16Table 3: Engaging Key Opinion Leaders, Projects Funded by Pfizer's Centers for Therapeutic Innovation, 2012 17Table 4: Engaging Key Opinion Leaders, Key Sources of Information for Physicians that Influence Prescribing Decisions, 2012 23Table 5: Engaging Key Opinion Leaders, Examples of Potential Conflicts between the Goals of the Industry and KOLs, 2012 24Table 6: Engaging Key Opinion Leaders, Status of Annual Certification of Companies Committed to Abiding by the 2012 PhRMA Code of Practice (up-to-date June 11, 2012) 28Table 7: Engaging Key Opinion Leaders, Examples of Clinical Trial Finding Websites, 2012 43

List of Figures

1.2 List of FiguresFigure 1: Engaging Key Opinion Leaders, Introducing the Key Opinion Leader: The Two-Step Flow Model, 2012 7Figure 2: Engaging Key Opinion Leaders, Roles Held by Key Opinion Leaders, 2012 8Figure 3: Engaging Key Opinion Leaders, Key Opinion Leader Activities During Drug Development, 2012 9Figure 4: Engaging Key Opinion Leaders, Emerging Key Opinion Leader Roles, 2012 14Figure 5: Use of Social Media by Different Groups, 2012 31Figure 6: Engaging Key Opinion Leaders, The Social Media Course from Webicina, 2012 33Figure 7: Engaging Key Opinion Leaders, Potential Barriers towards Patient Involvement:Results of the PatientPartner Project Survey, 2012 36

Companies Mentioned

To order this report:Drug_Discovery_and_Development Industry: Engaging Key Opinion Leaders (KOLs) - Identifying and Leveraging New KOL Groups to Drive Medical Marketing Strategy

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