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KOLManagementSkills2006-10-18Level1KOLsLevel2“HCPs*”ConsumersLevel3Level2Level1Level3PrimaryCareKOListhetoplevel(Priority)*HealthcareProfessionalsWhoareKeyOpinionLeaders(KOLs)?►Thesignificantcenterofyourprofessionalrelationshipdevelopment►Theyarehealthcareprofessionalswhohavetheabilitytoinfluenceothers,duetotheirexperience,seniority,positionandreputation.►thoserespectedindividualswhotakeanactiveleadinthethinking,discussionandshapingofclinicalpracticeatlocal,regionalorgloballevelandwhoseviewsinfluenceprescribersandotherhealthcareworkers.►International/domestic/localWhetherornotsomeoneisanKOL?1.Whatistheirsphereofinfluencewithindepartmentorhospitalandisitlocal,nationalorinternational?2.Whatistheirsphereofinfluencewithrespecttopublications/editorialboards?3.Whatistheirsphereofinfluencewithrespecttolocal/national/globalcommittees?4.Whoorwhatinfluencesthem-people/authorshipofpublications/dataetc?5.WhatistheircurrentinvolvementwithGSK?trials/adviser/speakeretc?ExerciseI:►PlsgiveabriefintroductionofaKOLthatisinyourdatabase.WhetheraparticularKOLisappropriate?†WhatvaluecantheyaddforGSK?†WhatcouldGSKusethemfor?†Whodotheyspeakfor:GSK/competitors/healthcareauthorities/community?†Whataretheircurrentviewsonourtherapystrategies?†Whataretheircurrentviewsonspecificdrugs-GSK/competitors?†Howuptodatearetheywithnewdata?†Doesmoney/powerorstatusinfluence/motivatethisperson?†Howdotheircolleaguesviewthisperson?†WhataretheircurrentviewsonGSKasawhole?†Isthereany'baggage'thatitwouldbeusefultoknowaboutandneedtotakeintoaccount?†ArethereanyotherissuesthatmightaffectthisrelationshipwithGSK?†HowreceptivemighttheybetogettingclosertoGSK?FindingandmanagingKOLs►WidedatabaseofKOLcontactsandprocessinplace–goodunderstandingofcompetitorKOLactivity–relationshipswith“NonsupportiveKOLs”–Rolesandresponsibilitiesidentification–ConsolidatingandagreementonKOLdevelopingplan–Reachingnewcontacts►InvolvementofseniormanagementKOLDevelopmentStrategiesStageBasicneedsPotentialneedsTacticsHoney-moonProductprofilesPersonalcareRelationshipbuildingGrowthGSKprofilesFavorablecareSpecialcareStableGSKvisionisinlinewithpersonalvisionPersonaldevelopmentWin-winpartnerKeyCommunications1、Off-shoreConferences►Pre-plannedtimetableforeventsintothemediumtermfuture►Programmedetailsavailable►Haveworkingstandards–Beforetheitinerary–Duringtheitinerary–Aftertheitinerary3、Projectssponsorship►TostrengthentheGSKprofileasakey‘supporter’oras‘seriousplayer’intheparticulartherapyarea.►Cost:–IndependentMeetings–Personnelcosts–Presentation/publicationsupport2、Sampling►Objectives:–Hospitallisting–Individualexperience–Brandbuilding►Long-termplanning►TargetingKeyLearning/TopTips►Respondpromptlywithimaginationandflexibility►Rapidandfully-consideredreviewbeforeresponse►Ensurethestrategywithrespecttoanydataandpublicationsarisingareclearandagreed4、DirectMailing►Content:–Publications–OverseasAlerts–Research/ProjectsMinutes–InteractiveProgram►Release:–postmailing–internetKeyLearning/TopTips►Scientificcommunicationunderpromotionprogramandfollow-uptracking►Timelinemanagement5、RoundTableMeetingRoundTableMeetingAdvisoryBoardMeetingObjectivesFornewdatadevelopment,GSKcanworkmorecloselywithaselectionofHCPsGSKstrategicallyplanning&consolidatingOutputsguidelinessupplementinformationforinternaluseinitiationofspecificprojectsoractivitiesParticipants►Mixprofileforpurposeofclarity►InlinewithGSKthinkingToplevelKOLswithcloserelationshipwithGSKTopicsanissueofthemomentwhichrequiressomedebate►Planningupdating►ConcepttestingarrangementoneoffmeetingConsistentchairindependentcoordinator(GSKmayco-chair)GSKKeyLearning/TopTips►Don’texpecttodrivetheoutcomeofaRoundTablemeeting,furtherthanidentifyingtheparticipantsanddraftingtheagenda.►Planningandbriefingthechairisthekey,asitisdifficulttochangethedirectionofthemeetingonceitisinmotion.KOLManagementEvaluation►Analysisanddifferentiating►Add-valuemanagement►LifecycleManagementThanks!CASESTUDY►王教授是本市最著名一家医院心内科主任，是重要的学术带头人，在本市的影响力比较大，但很忙。►王教授与医药公司的关系都比较好，每年应不同公司的邀请参加国际会议。►GSK文迪雅、速碧林、乐息平在本市的几次重要的学术会议请他为主席或讲者。其他没有更多的合作与联系。问题：►评估王教授是否能成为GSKKOL/或补充收集哪些信息？►如何为王教授制订KOL发展计划？