Marc Engelsgjerd, MD 19 March 2012 2012 SLA PHTD Spring Meeting

1. Marc Engelsgjerd, MD 19 March 2012 2012 SLA PHTD Spring Meeting Research

2. Agenda 2

3. Key Opinion Leaders (KOLs): The Who • Elihu Katz, PhD • 1926- Paul Lazarsfeld, PhD 1901-1976 Bureau of Applied Social Research, Columbia University 3

4. KOLs: The Who (2) Paul Lazarsfeld, Bernard Berelson, & Hazel Gaudet, The People's Choice (1944) 4

5. KOLs: The Who (3) • Who one is • What one knows • Whom one knows Elihu Katz & Paul Lazarsfeld, Personal Influence (1955) 5

6. Agenda 6

7. KOLs: The Where • Specific biopharma KOL profile depends on context • Academic luminaries • Community practitioners • Basic scientists • Other healthcare providers (NPs, RNs, etc.) • Pharmacists • Patients • Regulators • Consultants • Economists 7

8. Agenda 8

9. KOLs – The How • What am I looking for? Have I adequately defined the specific attributes of the expert(s) that can best serve my needs? • Have I found it? Are the experts I have identified truly a good fit for my needs? 9

10. KOLs – The How (2) • KOLs can be found in a variety of ways, ranging from the very informal (and inexpensive) to the very structured (and potentially very expensive). These include: • KOL identification/tracking firms • In-house literature searches • Expert Networks • Personal networks • Word of mouth 10

11. KOLs – The How (3) • KOL identification/tracking firms • Increasingly sophisticated methods go beyond standard PubMed searching • Natural language processing to maximize relevance • Authorship position distinctions • May allow longitudinal tracking of sentiment • Hard to overcome publication bias • May not facilitate actual contact with KOL • Can be expensive 11

12. KOLs – The How (4) • In-house literature searches • Rapid turnaround • Inexpensive • Requires bandwidth and expertise • Hard to overcome publication bias 12

13. KOLs – The How (5) • Expert Networks • Rapid turnaround • Many provide turnkey services, including conference call hosting & scheduling, payment services, etc. • Third party arrangement may mitigate some compliance risks • Rely, in part, on self-reported expertise • Ranking algorithms may reward promiscuity and lead to commoditization 13

14. KOLs – The How (6) • Personal Networks/Word of Mouth • Rapid turnaround • Inexpensive • By definition, limited in scope • Possibly subject to a variety of biases 14

15. Agenda 15

16. KOLs – The Pitfalls “Dr. Myron L. Fox” • Rigorous assessment of expertise can be difficult if not practically impossible in some cases. 16

17. KOLs – The Pitfalls (2) • Experts may have a valuable perspective to share, but if they tell everyone, the impact is reduced. 17

18. KOLs – The Pitfalls (3) • Being a KOL can be lucrative—sometimes obscenely so—and this incentive, along with the desire to raise one’s professional profile, can distort objectivity. 18

19. KOLs – The Pitfalls (4) Yves Benhamou, MD Chip Skowron, MD • Financial (or other) incentives may lead to ethical lapses and, in certain cases, jail time. 19

20. Marc Engelsgjerd, MD Wolters Kluwer inThought phone: 917.699.3619 email: marc.engelsgjerd@wolterskluwer.com Thank You