Key Opinion Leaders Relationship Management and Segmentation Data

Nov. 2, 2010 - PRLog -- Key Opinion Leaders: Relationship Management and Segmentation Data (PH122)
Increase thought leader participation and solidify opinion leader efforts:
•   Plagued by low thought leader participation?
•   Do your thought leader recruitment efforts feel scattershot or unproductive?
•   Do you want to ensure that your documentation processes are fail-proof?
If you answered “yes” to any of the above, Key Opinion Leaders: Relationship Management and Segmentation Data is essential. This is a definitive guide for engaging thought leaders in today’s increasingly transparent environment. It shows teams how to be proactive and forward-thinking even while feeling the weight of ongoing regulatory pressure. By following this path, beyond building opinion leader relationships, your company will also create a culture of integrity.

In response to challenges facing thought leader development teams, Key Opinion Leaders provides actionable strategies that will deliver immediate impact. The report’s meticulous benchmarks enable you to compare your efforts against competitors. Interviews with top executives reveal fresh perspectives to persistent problems. With this study -- CEI’s third annual thought leader management report -- our analysts have honed their expertise.

The report focuses on these main areas:

Trends: Gain insight into the impact of the latest regulatory guidelines and learn how to increase MSLs’ effectiveness in managing KOL relationships.

Tools for Thought Leader Management Success: This chapter has many objectives: learn how to identify KOLs that align with company goals; study the breakdown of company targets to better focus your activities; build an airtight documentation process while archiving thought leader history; and measure activities to ensure reaching your goals.

Thought Leader Management Structure and Staffing: This chapter emphasizes how company structure and reporting relationships impact compliance. Survey data also show how surveyed companies support their thought leader development through staff supports and budgets.

Segmentation data: Our hefty segmentation data warranted its own section. Segmentation data are compiled from survey respondents. The information is broken down by company category, individual therapeutic area and provider category. Use the data as a guideline for paying thought leaders appropriately and for matching the right KOL to the right activity.
Research Methodology
Analysts developed the information upon which this study is based through both primary and secondary sources. Cutting Edge Information’s process for collecting and analyzing information encompasses two distinct tools: quantitative surveys and qualitative interviews. Both tools are necessary for understanding not only the hard metrics included in this study, but also the reasoning behind the metrics. CEI aims to answer why some companies hire more thought leader development staff than others, for example.

Our analysts began developing the quantitative survey tool used in this study by working closely with pharmaceutical industry executives. These executives guided the survey design team to ask more specific questions than in Cutting Edge Information’s 2006 or 2007 surveys on thought leader segmentation criteria and relationship management. By taking the initial survey questions from the 2006 study and 2008 survey, analysts built upon a solid foundation and expanded it to include more detailed and refined data segments.

Once the research team completed the survey design, analysts recruited study participants from pharmaceutical companies, biotechnology companies, medical device firms and third-party providers to collect data on thought leader segmentation criteria, department resource allocation and other key metrics. The research team collected all survey data through primary research with front-line thought leader development experts. Altogether Cutting Edge Information collected and analyzed more than 500 data sets from more than 80 companies of all sizes, including third-party vendors, encompassing 20 therapeutic areas. Study participants included vice presidents and directors of medical affairs, product directors and managers, marketing consultants, thought leader development managers and MSL team leaders.

Once study participants submitted a survey, analysts used qualitative interviews to uncover more detailed information. Cutting Edge Information used the telephone interviews with pharmaceutical executives to understand structural and resource challenges in the current compliance environment, as well as relationship management strategies for different thought leader segments. Not all participants agreed to telephone interviews. Cutting Edge Information gathered enough information from its completed interviews, however, to properly interpret the data. Analysts used additional secondary research focused on public information related to specific companies, OIG guidelines, ACCME policy changes and PhRMA code changes.
Report's Therapeutic Areas
Surveyed companies include five top-20 and eight top-40 pharmaceutical companies, as well as biotechnology companies, medical device firms and third-party providers. Cutting Edge Information’s data cover 20 therapeutic areas.

Therapeutic Areas

Autoimmune
Cardiology and Thrombosis
CNS/Psychology
Consumer Products
Dermatology
Diabetes (Type 1)
Diabetes (Type 2)
Gastroenterology
Hematology

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