Susan Dorfman, VP Global Marketing and Alliance Management, and Sara Melo-Pereira, Director of Global Marketing, Skila have recently released an article in Pharmaceutical Executive regarding the challenges and recommended best practices for measuring the value of KOL interactions with field medical teams.
The Life Sciences industry depends on key opinion leaders, or KOLs, to diffuse scientific information regarding innovative treatments and new products. These thought leaders, consisting of physicians and other stakeholders who have earned credibility with their medical colleagues based on expertise and scientific stature, are a critical component of a pharmaceutical company’s marketing, sales and medical strategies. However, companies face a real challenge in creating, maintaining, and leveraging these relationships while safely managing logistical issues — not to mention measuring its value.
“The relationship between a medical science liaison (MSL) and a KOL is particularly challenging to measure. This relationship is based on science, collaboration and engagement and develops over a longer period of time as opposed to interactions that physicians may have with traditional sales reps,” Sara Melo-Pereira, Director of Global Marketing, Skila explained. “The MSL and KOL relationship does not produce the same immediate and measureable results as the commercial side of the company.”
“Measuring these relationships involves engagement and alignment between all teams that interact with KOLs,” added Susan Dorfman, VP Global Marketing and Alliance Management, Skila. “KOL relationships should be treated as a series of tacit and collaborative interactions because of the nature of information exchange and development. It is not only critical to measure the outcomes of your proactive engagement with KOLs, but also how much they are relying on you as a partner of choice. ”
The full “Measuring the Value of KOL Interactions”
http://pharmexec.findpharma.com/
About Skila
Skila is a global technology and services company specializing in knowledge and effectiveness solutions for the healthcare industry. Skila’s solutions address the broad needs of global marketing, medical, market access, executive and alliance management teams. These solutions include a unique methodology, robust technology and key continuous services for effectively managing global product launches, key opinion leader relationships, market access / managed care, business performance, competitive intelligence, and key partnerships and alliances.
Having developed strong relationships with a broad number of global Pharmaceutical companies, Skila’s solutions have been deployed in 61 countries, supporting numerous global brands and over 10 million user interactions. Skila’s long-standing commitment and understanding of customers’ needs has resulted in the long-term growth and adoption of our methodology, technology and continuous services as the business platform of choice for many of our clients. To learn more about Skila visit our website at www.skila.com.
