Effectively & Efficiently Serving Thought Leaders
As this slide shows, Medical Affairs, Clinical Affairs and Marketing all have a hand in the management of Key Opinion Leaders (KOLs).
Unfortunately, these functions are seldom bridged by processes, personnel or systems. When such work silos are created, you can be sure that thought-leaders will not receive full service from the pharmaceutical or medical device company. This can take many forms, from thought-leaders being given incomplete information to misinformation being presented to them. When this happens, a Medical Affairs group can often find itself at odds with the sales and marketing operations within the company.
So you have to think about what roles you want thought-leaders to play in your organization.
- Do you want them influencing thinking and treatment paradigms?
- Do you want them providing insight into diseases and treatment regimens?
- Should they focus on assessments of competitive therapies?
The companies that can create a clear role for their thought-leaders will have a better handle on managing the process in the future.
- Drug Discovery: Help write the protocol and define efficacies of the drug during the study
- Usage: Help medical affairs on drug usage and defining side effects
- Commercial Operations support: Help in information dissemination; Provide guidance to other physicians and institutions on prescribing new drugs
It is important to have harmony and alignment in your thought-leader management. Without this, work can resemble a broken DNA helix and this can lead to disarray and mutations from goals and work plans.