As experts in their respective fields, key opinion leaders (KOLs) have long played an essential role in the life sciences industry. Today, digital communication and information are changing the way Medical Affairs teams identify and communicate with KOLs — offering opportunities to have deeper, more substantive conversations that benefit both parties.
By using data-driven insights and analytics, Medical Affairs teams can identify the top KOLs in any niche and foster deeper conversations.
Digital Communications, Digital Knowledge
Digital communications and knowledge sources have made it easier to “meet” KOLs outside publication or conference venues. Yet they also make it harder to find the right KOL among all the information, news, and publications available.
As medical science liaisons’ (MSLs) work to connect with KOLs becomes more complex, many Medical Affairs teams are shifting to an omnichannel KOL approach, writes Jessica Wong in The MSL Journal. Here, an omnichannel approach refers to attempts to streamline knowledge gathering and analysis into a seamless, cohesive, tailored message adaptable to in-person meetings, virtual meetings, phone calls, emails, and other media. These solutions also seek to communicate MSLs’ expertise in regulations and collaborative approaches, allowing MSLs and KOLs to view one another as mutually beneficial partners.
As the information environment becomes more complex, medical science liaisons need solutions that help them find the professionals most relevant to their work — and most likely to be interested in conversations surrounding it.
How Information Helps Build Relationships
Face-to-face meetings remain popular ways for MSLs and KOLs to connect. In a study by The MSL Society, 62 percent of MSLs who responded said they schedule between two and five face-to-face meetings with a KOL during a medical conference. About seven percent schedule just one meeting, and nine percent schedule more than ten, writes author Samuel Dyer.
Experienced MSLs know that the value of these meetings depends heavily on the MSL’s preparation beforehand. Entering a meeting with no information is likely to produce little in the way of relationship-building or valuable insights — and it may only frustrate both the MSL and KOL in the process.
Before any meeting or phone call is scheduled, MSLs benefit from learning about the KOL. This information helps MSLs build relationships by:
- Identifying the KOLs most likely to be interested in MSLs’ information and have valuable insights to add.
- Revealing both work the KOL has done and potential open questions or gaps in that work, which can provide a basis for fruitful discussions and further collaboration.
- Highlighting a KOL’s connections to clinical trials, sites, sponsors, and other KOLs, which can further deepen understanding of their work or provide common ground on which to start a conversation.
Finding information about KOLs can be difficult in a globally-focused life sciences industry. Clinical trials, publications, and conferences now occur in nearly every country worldwide. Tracking down KOL information and understanding a KOL’s work can require the assistance of a comprehensive, tailored digital solution.
Using Data-Driven Analytics for KOL Insights
Anju’s TA Scan and related tools like TA Scan CRM, can help Medical Affairs teams identify, profile, and engage with KOLs through data-driven insights and analytics.
TA Scan sets an industry standard for transforming unstructured data into actionable insights for Medical Affairs. Within TA Scan, Medical Affairs teams can boost their knowledge and relationships with KOLs by:
- Relying on unique, patented linking and analysis algorithms to analyze hundreds of information sources on KOLs and principal investigators (PIs) to better understand KOLs’ work and focus areas.
- Gain experience-based insights from KOLs and clinical trial sites worldwide.
- See how influencer networks are interconnected with compelling data visualizations.
- Examine KOL, trial, and study site data on a global, regional, or local level.
- Proprietary tiering algorithms save time and manual effort in ranking and scoring relevant KOLs.
- Automated weekly data updates provide up-to-date intelligence to support the ongoing KOL relationship.
In today’s digital world, compliant KOL management is a must. TA Scan works seamlessly with Anju’s TA Scan CRM to help foster responsible engagement and insight gathering with:
- Thought leader identification and management tools for effective pre-call planning and face-to-face conversations with KOLs.
- Firewalls necessary to protect KOL data and activity reporting.
- Tools for mapping KOL relationships and interactions to your organization’s Fair Market Value (FMV) Assessment guidelines.
- Customizable, configurable workflow tools so your Medical Affairs teams have the information they need when they need it.
The digital world offers extraordinary opportunities for information-gathering and analysis — far too many opportunities for one person to seize on their own. Solutions like TA Scan help MSLs identify KOLs, understand their work, improve communications, and deepen relationships.
Images used under license by Shutterstock.com.
Authored by Elke Ydens, Associate Director of Business Solutions, Data Division
Elke Ydens, Associate Director of Business Solutions at Anju’s Data Division, brings over a decade of life sciences experience and a PhD in Biochemistry and Biotechnology from the University of Antwerp. As a Subject Matter Expert in Data Science, she adeptly addresses customer needs, leveraging her background in neuro-immunology and biochemistry. Elke remains dedicated to professional growth, contributing to industry publications, and staying updated on industry trends, while also finding success in extracurricular pursuits, formerly competing in world and European bridge championships, and more recently active in beekeeping and coaching. Connect with Elke on LinkedIn to explore her achievements further.