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Global KOL Database Training www.BioScienceAlliance.com. A Collaboration Between Medical Affairs and Marketing. Web Conference Details To maximize time, “Listen Only” mode is active until the Q&A session Questions can be submitted via Webex
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Global KOL Database Training www.BioScienceAlliance.com A Collaboration Between Medical Affairs and Marketing Web Conference Details To maximize time, “Listen Only” mode is active until the Q&A session Questions can be submitted via Webex A recording of the training session will be available for review Presenters Peter Holzmueller, Baxter Scott Ribarich, OpenQ
KOL Management System Evolution 2008 Microcosm / Macrocosm initiative in R&D Identified need to implement a systematic approach to KOL management 2009 Macrocosm / Spark initiative in R&D Built foundation for single KOL system 2010 Spark initiative in R&D / Ongoing improvements Selected, developed and implemented system and process across BioScience Project Goal Implement a single KOL system for BioScience Marketing and Medical Affairs
KOL Management System Benefits • Improves Relationships (Improves our knowledge and understanding of our KOLs. Helps us coordinate efforts in managing and aligning activities) • Reduces Costs (Minimizes teams seeking out individual solutions and systems, which can be costly both in terms of time and money) • Promotes Compliance (Access to information gives us a better understanding about how KOLs are being utilized; This is turns helps us make choices to ensure we do not over-use any particular KOL) • Reduces Risk (Development of one system leads to a concentrated effort on what information we should be capturing and how to capture it) • Improves Business (Improves ability for the organization to plan, which turn leads to more focused, effective choices on programs, materials and tactics; Reduces time spent on activities that may have already been done)
Potential Uses • Find contact information for a known KOL • Prepare for an upcoming meeting with a KOL (read through profile) • Identify KOLs in specific subspecialties and regions • Understand KOL interests and involvement • Identify attendees for projects (e.g., ad board) • Track attendance at investigator meetings such as HRSU • Coordinate communications within your user group • Use as a planning tool with MSLs
KOL Management Goal Build long term, mutually beneficial partnerships with top influential surgeons who can: Provide expert input to Marketing, R&D, Clin Ops, Med Affairs, & Business Development. Serve as faculty or spokespeople on a range of communications within the medical community and associations, and with media Create and own scientific content and messaging, data disseminate Increase awareness of, and drive further market penetration of key surgical specialties Influence his/her peers
Success Factors for Building KOL Partnerships… • Proactive strategic planning and involvement throughout product lifecycle • Centralized coordination of internal relationship managers • Internal alignment across a synchronized communication plan for KOLs • Transparency across the organization • Consistency of interactions through policies, code of conduct, processes and SOPs • Think globally, maintain regional/local relationships
KOL System Project Team CONFIDENTIAL 7
User Licenses • Licenses: Currently there are 161 Users. Total of 131 licenses purchased. • Hemophilia (45), BioSurgery (67), BioTherapeutics (39), Other (4), Medical Information (6) • A regular User Audit will be conducted to disable any licenses currently unused during a 90-period. Those licenses can be reassigned as needed. • User licenses cannot be shared • Licenses are transferrable (e.g., if John Smith leaves Baxter or moves to a new group, the license can be given to another user) • Users will be assigned a user ID and password • User Groups Medical: Global Medical Affairs, MSLs, Regional Medical Affairs, R&D, Medical Services Marketing: Global Marketing, Regional Marketing – US, Canada, EMEA, LATAM, APAC • The system is completely web based and accessible wherever an open internet connection can be attained • New user nominations will need to be submitted to through either the SharePoint Site at New User Request Form or through the Therapy Areas Point of Contact for review at regular project and steering committee meetings
KOL Profiles • Hemophilia: ~415 KOLs profiled • BioSurgery: ~470 KOLs profiled • BioTherapeutics: ~460 KOLs profiled • Vaccines: 75 KOLs profiled • Full Profile • All available data of 120 data points, from trusted public information sources, assembled per KOL • Average profile contains more than 900 data points • Raw profile data is largely collected from publically-available sources, some of which are more reliable than others • No Profile • KOLs in system that are used primarily to capture interactions • If there is a KOL you would like a full profile for that is not currently profiled, nominate them in the system (will be demonstrated during training)
Legal Guidance • Received Legal Guidance in February • All guidance based on corporate integrity, not specific regulations • Interaction Data • Complete firewall between Commercial and R&D • Directors and above can share summary level interaction data (aggregate, not details) across functional areas for targeted discussions • Events (ad boards, congresses, symposia) • Share across functional areas since they are limited to date, event name, location and attendees • Example: If Bob from MA enters the details for Event A (date, location, attendees) on the event calendar in the system, John from Global Marketing will be able to see the details and not have to enter in the same information for the commercial side.
Legal Guidance • Legal Guidance (cont.) • KOL Contact Limitations • HTCs • Since this database would not include all potential stakeholders, legal advised the team come up with a different way to address this • KOL Data • Data that is publicly available information, provided by the vendor, is shareable across functional areas (profiles, professional activities, publications, trials) • Grants • If the information shown in the KOL database is consistent with the existing report distributed by the team, then it is ok to share • The grants team is working on a cross-TA solution for this section
Login into OpenQ using the link below:https://www.biosciencealliance.comYour usernames are the same as your corporate name (e.g. smithj) Passwords are sent by email Reminders: Use the available buttons on the screen instead of the browser’s <Back> button The system will timeout if it has been inactive for 30 minutes Be sure to click on the <Logout> button when finished with openQ System Access
KOL Management SystemProfile Structure KOL Summary Profile Professional Activity Publications Trials Baxter Specific Data Strength OL Events OL Interactions Profile Details Societies Topic Expertise All Trials Biography Industry Activities Interest Description Education Presentation Abstracts Org. Affiliations Committees Career History Editorial Boards Address Patents Contact Information Honors System Generated Baxter Updated Data Provided Additional Contacts
PSV: Near- PSV: Trustworthy: KOL Profile Data Only the most trustworthy type of data sources are used:
OL Profile Data • Over 120 distinct data fields per profile • The average KOL profile contains more than 900 data points. • On average, there is a 95% completion rate across data fields. • A common question asked is “95%? Shouldn’t it be 100%?!” • Raw profile data is largely collected from publically-available sources, some of which are more reliable than others. • When working with such imperfect information, you must sometimes sacrifice completeness for the sake of accuracy.
KOL Profile Data • The overriding philosophy during profile compilation is that OpenQ would much rather risk false negatives than provide false positives • Missing data is often noticed quickly by field personnel and can be backfilled • Incorrect data is often assumed to be valid if it is included in a KOL profile. Incorrect decisions can be made if they are based upon this data. • Because of this, there will necessarily be data missing from a profile that someone close to the KOL knows should be present. We apologize in advance for this.
To ensure accuracy, publication records are searched using the intersection of topical keywords with two permutations of a KOL’s name: Last_name, First_nameLast_nameFirst_initialMiddle_initial We do not search using Last_name, First_initial since this process returns false positives that can sometimes actually overwhelm the real data, depending on the commonness of the KOL’s last name. PubMed has mostly insisted that full author names be provided since approximately 2007. Because of this, false negatives can occur on journal articles written prior to this year. Publications
BioScience Alliance – Baxter Policy Responsibilities • Global Data Privacy • http://corporate.inbaxter.com/ethicsandcompliance/downloads/policies_guidelines/corporate_policies/global_data_privacy.pdf • Global Industrial Competitive Intelligence • http://corporate.inbaxter.com/ethicsandcompliance/downloads/policies_guidelines/corporate_policies/global_industry_competitive_intelligence_policy.pdf • Personal Computer Users: • Use password protection, screen time out features, and shut down when unattended • Be responsible for the backup and recovery of their business-specific files and programs • External connections and access must be approved by the authorized information security function and use an authorized firewall approach for portable personal computers provided by Baxter • Workstation should be positioned or shielded to prevent information on the screen from being seen by unauthorized staff • Media which contain personal information will not be left unattended and shall be stored in a locked desk, cabinet or room • Print and copy documents with personal information only when necessary • Safeguarding Systems and Data: • User IDs are not to be shared • Passwords are not divulged orally • Workstations and terminals to be left unattended are logged off or locked up • Transmission of data follows corporate standards for document transmission • Data Integrity and Prohibited Activities: • Use of systems and data for personal gain • Unauthorized browsing of data • Interfering with any operation of the system or data to disrupt and computing system • Installing unauthorized or illegally-copied software • Unauthorized down loading of any system information • Purposely falsifying or deleting information or data
Accessing the System Module 1
Launching openQ Login into openQ using the link below: The site is https://www.biosciencealliance.com Your usernames are the same as your corporate name (e.g. smithj) Your passwords will be sent by email. User ID and Password
Tips & Tricks Use the available buttons on the screen instead of the browser’s <Back> button The system will timeout if it has been inactive for 30 minutes Be sure to click on the <Logout> button when finished with openQ The system does a soft delete. No data is actually deleted
Homepage & Top-Level Tabs Online Help Logout button Top-Level Tabs
MY OL List & Dashlets Dashlets Displays the list of KOLs that have been assigned to you
Exercise: Adding an OL to the MY OL List Type in the name of any KOL in the OL Name Search Click on the Add OL Button at the bottom of the window Verify the Experts name displays on your My OL List Remove KOL from My OL List
Accessing a Profile – Advanced Search Type in a keyword and select Search Search Results
Editing Profile Data Some users will have permissions to add & update Profile Details, Contact, and Address information directly You can add, edit, or delete information based on your permissions (which will be visible by and edit button on the tab)
Updating a Profile The down arrow indicates a list of values (LOV) or dropdown
OL-at-a-glance Please note the example is for BioSurgery. The Hemophilia site has been set up differently.
Critical Communication Please note the example is for BioSurgery. The Hemophilia site has been set up differently.
