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Presentation for the SMI Pharma social media conference in January 2014 about how pharma can engage with KOL and KOI online
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Engaging with KOL Online
Alexandra Fulford
@Pharmaguapa
Engaging with KOL_SMI_V1© 2013 ZS Associates − 2 −
What is a KOL and a KOI?
Key Opinion Leader Key Online Influencer
Engaging with KOL_SMI_V1© 2013 ZS Associates − 3 −
We get value from KOLs today already …. why bother with digital?
Engaging with KOL_SMI_V1© 2013 ZS Associates − 4 −
The simple answer – extend the reach of your message
Engaging with KOL_SMI_V1© 2013 ZS Associates − 5 −
But there are other benefits – such as insight generation …..
Engaging with KOL_SMI_V1© 2013 ZS Associates − 6 −
… and relationship building
Engaging with KOL_SMI_V1© 2013 ZS Associates − 7 −
So what is in it for the KOL?
Engaging with KOL_SMI_V1© 2013 ZS Associates − 8 −
The same simple answer – extend the reach of their message
Engaging with KOL_SMI_V1© 2013 ZS Associates − 9 −
As well as build and secure their name online as well as offline
Engaging with KOL_SMI_V1© 2013 ZS Associates − 10 −
They can also use it to build relationships
Engaging with KOL_SMI_V1© 2013 ZS Associates − 11 −
Companies like Boehringer Ingelheim are starting to do this
Engaging with KOL_SMI_V1© 2013 ZS Associates − 12 −
They tweeted with a KOL around #COPD
Engaging with KOL_SMI_V1© 2013 ZS Associates − 13 −
They publicised the event through social media
and bloggers picked up on it
Engaging with KOL_SMI_V1© 2013 ZS Associates − 14 −
They set housekeeping rules at the start of the chat
Engaging with KOL_SMI_V1© 2013 ZS Associates − 15 −
And then facilitated the discussion
Engaging with KOL_SMI_V1© 2013 ZS Associates − 16 −
The result – an interesting discussion
Engaging with KOL_SMI_V1© 2013 ZS Associates − 17 −
OK .. So how?
Engaging with KOL_SMI_V1© 2013 ZS Associates − 18 −
The first step is to identify individuals to engage with
Engaging with KOL_SMI_V1© 2013 ZS Associates − 19 −
Select KOL rising stars - rather than dinosaurs
• Less digitally inclined• Already at top of game
with less to prove • Will retire soon
• More interested in digital• Looking to increase influence• Future top tier KOL
Engaging with KOL_SMI_V1© 2013 ZS Associates − 20 −
Gain a better understanding of their online presence
» Where ?» How active?» What do they
share?
» Where ?» How often?» Under what
context?
Are they active online?
Are they getting mentioned
online?
Engaging with KOL_SMI_V1© 2013 ZS Associates − 21 −
At the same time identify KOI …
Engaging with KOL_SMI_V1© 2013 ZS Associates − 22 −
… and understand their networks and preferences …
22
Engaging with KOL_SMI_V1© 2013 ZS Associates − 23 −
…and listen to their needs
Engaging with KOL_SMI_V1© 2013 ZS Associates − 24 −
Categorise and allocate your selected KOL and KOI
Journalists
• Communications
HCP
• Medical
Patients
• Patient advocacy • Communications
Level 1 – Beginner
Level 2 - Experienced
Engaging with KOL_SMI_V1© 2013 ZS Associates − 25 −
Set up training ….
Engaging with KOL_SMI_V1© 2013 ZS Associates − 26 −
…as an extension of traditional speaker training for example
Engaging with KOL_SMI_V1© 2013 ZS Associates − 27 −
And ideally together at a single physical meeting
Engaging with KOL_SMI_V1© 2013 ZS Associates − 28 −
Set clear parameters around expectations and share a vision
Engaging with KOL_SMI_V1© 2013 ZS Associates − 29 −
Provide support as needed
Engaging with KOL_SMI_V1© 2013 ZS Associates − 30 −
Develop material for your online KOL and KOI
Engaging with KOL_SMI_V1© 2013 ZS Associates − 31 −
Most importantly - invest time into the relationship
Engaging with KOL_SMI_V1© 2013 ZS Associates − 32 −
Thank you – Questions?
Alexandra Fulford
@pharmaguapa