Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
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LEARN MOREEngaging key opinion leaders (KOLs) isn’t what it used to be.
Historically, Medical Affairs teams worked to engage KOLs who represented a select group of influential, esteemed physicians and researchers. Today, teams are working to identify and engage with a much broader universe of thought leaders.
Although traditional KOLs are still in the mix, they’re no longer the sole focus. In fact, many physicians, researchers, health system decision makers, patient advocates, and even patients themselves are now serving as thought leaders. These individuals have various roles and influence when it comes to advancing peer education, shaping behavior, and facilitating product adoption.
In addition to being larger in number and variety, today’s thought leaders are interacting in ways that go well beyond traditional face-to-face engagement. Virtual platforms, omnichannel approaches, and social media channels have created more opportunity — and more complexity — for teams seeking to engage thought leaders.
For increasingly in-demand thought leaders, expectations for personalized engagement continue to rise. These individuals expect teams to bring a deep understanding of their areas of interest and their patients’ needs. Most of all, they want respect for their time.
Amid all the changes in the “who” and “where” of thought leaders, some longstanding best practices still apply:
Technology has spawned entirely new channels for interacting with thought leaders. When combined with data from a broader array of sources, it also unlocks new ways of finding thought leaders, understanding where, how, and with whom they engage, and then co-creating and executing engagement plans with them.
IQVIA experience points to six ways to use technology and data to support modern thought leader planning:
Treatments have become more complex and multidisciplinary. Thought leaders have grown in number and variety. Interaction channels are more diverse and accessible. Because of these and other dynamics, the conventional approach to KOL planning is headed for obsolescence. By combining proven approaches with innovative data sources and analytics, Medical Affairs teams can set a new standard for identifying and building relationships with thought leaders.
In case you missed it, click here to read the previous blog in this series.
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