Key Opinion Leaders

1. Introduction to KOL Management

2. KOL? What’s That? KOL • Key Opinion Leaders (KOLs) are physicians who influence their peers' medical practice, including but not limited to prescribing behavior. • KOLs or "thought leaders" are respected individuals, such as prominent medical school faculty, and senior physicians who influence physicians through their professional status and experience. WHY THEM • Biggest players in Pharma sales – strong peer influence and therefore, play vital role in the acceptance and sales of products • Reduced Marketing costs • Focused on high impact people • Less people, so build better relationships • Participate in drug research and trials • Key players in R&D, Clinical Trials and commercialization of drugs

3. Types of KOLs • KOLs can be divided into the following classes based on their sphere of influence: • Global KOLs • National KOLs • Regional KOLs • Local KOLs • Each of the above is equally important to a pharmaceutical company in selling their product. • KOLs can also be divided based on how established they are within their peers. • Established KOLs • Emerging KOLs (Rising Stars) • Established KOLs are well known amongst their peers and are already regarded as subject matter experts in their area of expertise. • Emerging KOLs are the stars in making within their area of expertise. They are not yet well known among peers, but have started to gain attention due to their work

4. KOL Management • The success of a KOL strategy depends on identifying right opinion leaders - and understanding their network of influence. KOL Management 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. • One of the most critical things for the Pharma companies is to identify the right KOLs and the rising stars • Primary Research – Interview Physicians • Secondary Research – Collect & Analyze data from the internet • Profiling – Collecting, Analyzing and Synthesizing information about a KOL from the internet

5. Who needs it? • All Pharma, Biotech & Medical Devices companies need the KOL information for marketing purposes • Remember that doctors are the customers of drug and device manufacturers • KOLs play the most significant role in influencing their peers and hence the most important players in the sales value chain • There are several Titles, Departments and Roles in most Pharma companies dedicated to developing and managing relationships with KOLs • They can use the information on KOLs for several reasons • Inviting for events • Sponsor drug trials • Grant for Clinical Trials • Promote their products • Identifying the stars, knowing more about them and managing relationships with them is a MUST for every Pharmaceutical manufacturing company