Introduction - umbachpartner.com · Stakeholder Management for Medical Advisors, Medical Science...

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1

Successful Cooperation with External Experts and Scientific Leaders

KOL-English Charts = Documentation 22 May 2018

Stakeholder Management for Medical

Advisors, Medical Science Liaison Manager

and Marketing Professionals

Key Opinion Leader (KOL) Workshop


Name

Function

Country

Introduction

Experiencein the Industry


Perspective

Your personal success

Your Professional Performance

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

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You choose

Suggestions

Recommendations

Advice

Tips


Questions

Your Input

Enter into dialogue

Discuss certain topics


Documentation

3


Your Potential

Reservoir

Let your ideas inspire you


If an idea occurs to you, please write it down

Get your inspirations on paper

Catalyst

Personal action plan


Recipe

It's not important how manyideas you have, but howmany you actually implement

Knowing Going…

4


Examples

Your Case Studies?


OpportunitiesUnfortunately, some companies will not even unwrap the gift

Portray your projects as golden businessopportunities

Ensure internal and external support


MSLClinical research

SF

5


Personal Opportunity

Extend your sphere of influence

© Dr. Günter Umbach www.umbachpartner.com 14

Alice's Adventures in Wonderland

Which road do I take?

Where do you want to go?

I don't know

Then, it doesn't matter

Lewis Carroll (English Logician, Mathematician and Novelist)


Goals

Update your knowledgeEnhance your know-how

- Communicate more effectively- Get the attention your studies deserve - Convince your customers faster- Strengthen your market position- Contribute to a winning strategy

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Why are KOLs important?

What would the ideal situation look like?

What are the benefits for the KOLs?

How do you ensure compliance aspects?

Which software or database will you use?

How will you define and measure success?

Develop a KOL Strategy


Adhere to compliance aspects and legal regulations

Identify and approach candidates

Start a mutually beneficial professional relationship

Develop human rapport with external experts

Nurture and maintain fruitful relationships

Establish long-term forms of cooperation

Estimate the relative value of your investment

Develop a successful KOL management program

Update Your Skills to


Expectations

- Responsibilities- Activities- Leadership- Communication skills- Database- Estimate ROI of KOL activities- …

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Relevance

KOLs and MSLs help

realize the full medical

value of prescription drugs



The MSL/KOL relationship has become crucial to the success of companies.

"We help healthcare professional make better decisions"

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- External Experts- External Stakeholders- Scientific Leader (SL)- Thought Leader

Terminology: Experts

!

- Opinion Leader (OL) - Key Opinion Leader (KOL) - Product Advocate


"Thought Leader Management Professionals"

Medical Science Liaison Manager (MSL)Medical Science Manager (MSM)Medical Scientist Scientific Relations Manager (SR)Health Science Associate (HSA)

Medical Advisor

Terminology: Companies


Key Account Manager

Product Manager

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- Establish liaison with key opinion leaders

- Assemble and manage advisory boards

- Answer questions asked by physicians

- Represent the company to societies and institutes

- Identify new developments in the field

- Report feedback from conferences, experts, etc

- Support Marketing

Usual Responsibilities


3 Levels

Human relationship

Scientific data

Business transactionValue for the company

Connect, rapport

Ask good questions

© Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 27

Think Positively

Your Attitude

10


Speed

24May

Critical Success Factor


Performance indicators?


Clarity of Success Criteria

Objectives to be achieved are

________________________0 100 %

Obscure Crystal

11


Output OutcomeResults

Input

Essential


40

Input Results

20

3

Workshops Participantsorganized that attended

4


- Number of visits

- Number of plans for experts

- Punctuality in delivering documents

- Number of internal meetings organized

- Number of external meetings organized

- Number of presentations given

But: Impact remains unclear

Input‐Oriented Criteria

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Output‐Oriented Success Criteria

‐ Participants at events

‐ Feedback from Marketing & Sales

‐ Positive remarks from experts

‐ Potential leaders identified

‐ Favourable publications

‐ Potential leaders identified

‐ Recommendations from experts

‐ Incorporation of into guidelines

‐ …


Approach for guideline updates

‐ Start early

‐ Clarify internal responsibility

‐ Continuity (It's personal)

‐ Scientific approach (No "marketing")

‐ Advisory Board: Plan

‐ Engage experts in various ways


"Platinum"

KOLs want to cooperate with you

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"Gravity"Anziehungskraft


Return Investment

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1

ROI

Progress in trivial things: Self-sabotage


1 Psychological

2 Greedy

3 Unreliable

4 Chemistry …

5 …

Reasons

"You cannot be everyone's darling"

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Time

Relevance of External Experts


Gate Keeper

Concept

"Single Point of Contact" "Interface"

Coordinate all contacts


Top KOLs

National AffiliateOperating Society

Head-quarters



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Observe:

Rules and RegulationsLegal RestrictionsCodes of Conduct

Compliance


Top Psychiatrist Didn’t Report Drug Makers’ Pay

The influential psychiatrist Dr. Charles Nemeroff of Emory University failed to report at least $1.2 million in consulting fees* from the pharmaceutical industry to his university.

* Mainly from GlaxoSmithKline Sources: NY Times Article, October 3, 2008 and Fierce Pharma, October 6, 2008

The New York Times


Unfavorable Test Results

GlaxoSmithKline hid and misrepresented unfavorable data about the effectiveness and safety of its top-selling antidepressant Paxil ...

The Washington Post August 26, 2004

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Company playing down risks

Eli Lilly had provided information to doctors that did not match the data the company circulated internally.

Source: Internal company memo provided to the New York Times

Zyprexia (Olanzapine): Drug for schizophrenia making $4.2 billion (30% of Lilly's overall sales).

The New York Times


Experts Conclude Pfizer Manipulated Studies

Experts analyzed internal company documents concluding that Pfizer marketers put a positive spin on negative research for its epilepsy drug Neurontin. The company worked to suppress unflattering studies to make the drug look more effective for uses that hadn't yet been approved by the FDA.

The New York Times


Attorney-general Andrew Cuome, New York, opened an investigation into allegations that Schering Plough and Merck & Co haddeliberately concealed disappointing dataof their product.

FINANCIAL TIMES 1 April 2008

Shareholder value: Minus 8 billion $ / Minus 15 billion $

Inegy® /Vytorin® = Ezetimib (Zetia®) + Simvastatin (Zocor®)

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European Federation of Pharmaceutical Industriesand Associations issued a set of fundamental rules

Code on the promotion of prescription-only medicines to, and interactions with, healthcare professionals.

"The industry’s promotional activities should be carried out in a responsible, ethical and professional manner":

Advertising in medical publications, contacts with sales representatives, supply of samples, gifts, hospitality.

It is enforced at national level through EFPIA member associations, which in some cases go beyond existing laws and regulations

EFPIA Codes of Practice


Transparency and Industry Interactions with the Medical Profession - published 22 October 2013Disclosure code of transfers of value to healthcare professionals and organisations ..

- Record data starting in the year 2015- Make data available to the public domain

starting in the year 2016

Similar to Physician Payment Sunshine Act

EFPIA : Transparency Code

http://www.efpia.eu/


Form of ReportingElectronicSearchableEasily Downloaded

Included in DisclosureNameAddressValue and form of paymentDrug samplesOther items

Physician Payment Sunshine Act

Definition of PaymentGift or foodTravel or tripHonorariaResearch funding or grantEducationConsulting feesSpeaking feesStock or stock options

Excluded from ReportingAnything the value of whichis less than $10

Physician Payment Sunshine Provision: Selected Points

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Financial support for KOL projects:

Grants, Donations etc.

‐ Cooperation:

‐ Unrestricted educational grants

‐ Honoraria for services rendered

Terminology (Compliance!)


International Scheme for Honoraria (Europe)

Single Engagement 2.000 € 3.000 €(Speaker, Chair, Advisory Boards etc.)

Multiple Engagements 3.500 € 4.500 €(2 Lectures, Speaker & Chair,Lecture & Workshop etc.)

Multiple Day Activities tbd tbd(e.g. lecture tours )

Intercontinental flight (> 6 hours) Daily Max

Home Country or European Region

Daily Max

(Example)


Spread Out Your Investments

Cooperate with many experts

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Learn exactly where your landing lights are located

Analysis

Target group


Mistake #1

Focusing on the wrong target group and chasing poor prospects


Are you on target or off-track?

Focus

Who do youwant to convince?

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Diabetologist Internist GeneralPractitioner

Physicians


You as a physician

You as healthcare professional

You as a cardiologist

You as an internist

The more precise, the better

Targeting the Recipient


- Reputation in his medical community- Clinical studies- Relevance of publications - Relevance of presentations - Member in committees- Speaker or chairman at conferences- Co-author of guidelines - Interested in new treatment options- Likes to cooperate with the industry - Personal development potential

How to Find KOLs: Criteria

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- International

- European

- National

- Regional

Levels of KOLs


Opinion Leader Sequence

Nationale

Contact them in the right order!

Regional

Local

National

Inter-national


A visiting salesman inadvertently left a confidential paper in my office with a list of colleagues’ names, revealing an informal classification of KOLs:

Local KOLs who see many patients or influence hospital formularies

Regional KOLs who frequently have patients referred to them by community oncologists

National KOLs who write practice guidelines and journal editorials, are invited to speak at major conferences, and lead important clinical trials.Based on: JOURNAL OF CLINICAL ONCOLOGY, Published Ahead of Print on August 10, 2015

KOL's Comment

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Collect, store and update data

Names and Profiles

Customer Relationship Management

Navigate Appropriate people


CRM

Number of people ______

Postal address ______ %

Email address ______ %


CRM: Fields

AssistantStaffScientific interestsActivities: Past and plannedHonorariaContacts within the companyQualitative Criteria (Beware)

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Unmet Need


Yes Yes Yes


"Magic phrases"

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"What's your top priority …"


"A topic relevant that seems

relevant to many of your

colleagues …"

"I have been thinking of you

because …"


"You are the expert …

May I ask you … "

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"Is there somebody else

I should I talk to?

"May I convey greetings

from you?"

…


Ask great questionsand you will get great answers

Good Questions


Hallmarks of a Convincing Message

Concise

Clear

Credible

Consistent

Something your Customers Care about

...

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ether gold

Attention

More volatilethan

Morepreciousthan


Buy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy me...2000

Messages per day

2001

Information Overload


Make the viewer curious and interested

First Step

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Special words

arousing curiosity?

Get Attention For Your Study


Special Offers Today's Specials

Response?

Headings on WebsiteSource: White Paper by Interwoven, Inc


First Man on the Moon?

Neil Armstrong

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The Second Man on the Moon


Study results that are not

communicated have no impact

Reality

It is within your grasp


This is special.I should know.

First

New

Words you should connect to your study

Words That Spark Attention

...

Can you justify them?

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A Unique Trial

randomized study that ...

study that ...

randomized double-blind study that ...

randomized double-blind study with an active control that ...

because it is the first ...


The Largest Study

The largest morbidity and mortality studyin long-term use of ACE inhibitors in thesecondary prevention of stable angina

Translated from a German advertisementCoversum® is a trademark from Servier

EUROPAEuropean Trial on reduction of cardiac events with perindopril in stable coronary artery disease


The Only One

The only angiotensin receptor blockerwith proven mortality and morbiditybenefits in heart failure, irrespective of background therapy

CHARM: Candesartan in Heart Failure - Assessment of Reduction in Mortality and morbidity

Atacand® is AstraZeneca's trademark for candesartan

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I am curious

Exciting

Surprising

Results

Results

Adjectives That Excite

Sparkle


Key conclusionsfrom theExamplex trial in diabeticpatients

The 3key conclusionsfrom theExamplex trialin diabeticpatients

A Precise Number


Sales rep

Dr. Umbach & Partner, 2005

Physician

Advantages for me and my patients?

What the Doctor Looks For

Study results!

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Why is this important to me?

Customers' Eternal Question


What's-In-It-For-MeSyndrome

So what is your compelling offer?


Types of Human Needs

Personal- Appreciation and Recognition- Feeling safe- More free time- Entertainment- Gifts or money

Official- More knowledge- Support / Cooperation

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Benefit

The value you add …

I improve the client's condition …


Ask for Action

• Visit website• Send email or call• Ask for presentation• Attend workshop• Give a presentation and mention … • Write manuscript• Prescribe• Recommend

…


Frank Luntz: Words that work

With language you are playing an incredibly dangerous game

Modes of Expression

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The Power of Words

Words can determine how people feel and how they act

Was innovative Niedersachsen erotisch finden http://www.youtube.com/watch?v=9VLFdKbiuos

Loose lips sink ships

Be careful what you say

Drehzahlmesser = Revolution counter = Rev meter http://www.youtube.com/watch?v=WxjP4tOuI6E&NR=1&feature=fvwp


Some Words Transform


Drop "Barbed Wire" Words

Avoid hazardous language

• Problematic• Difficult• Complicated • Questionable• Mistake

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Zarathustra

Zarathustra, 1000 B.C.

Speak the truth, but speak it pleasantly

Write the truth, but write it pleasantly


Summary

Conclusions

Abstract

Lessons learned

Results

Use Attractive Headlines

Analysis of the ABC trial

"

"

"

"

"

-


Value

Key Words ("Magic Words")

Health

Result

Advantage

Benefit

plus group-specific words

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Alternatives to "Prove"

• Validate• Document• Confirm• Highlight• Emphasize• Underline

• Prove

Avoid Prefer


Choose words with

Positive interpretations

Optimistic connotations

Agreeable implications

Language


- +

You misunderstoodme

Let me explain

unquestionable accepted

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established

well-known

modern classic

old

- +

Example: Aspirin®

Aspirin® is a trademark from Bayer AG


problem challenge

- +

fascinatingproblem


disappointing informative

instructive

insightful

- +

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- +

Examplexreducesmortality

Examplexprolongssurvival

Exampleximprovessurvival


Fewer sideeffects

Bettertolerability

- +


20% improvement

20% difference

Case: Examplex is 20% better

20% increase

Alternatives to 'Difference'

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Control

Standard therapy

Conventional therapy

Reference substance

Gold standard

-

-

Calling the Other Treatment


● Don't mention the other brand name● Don't bad-mouth the competition

● Ask a question about an item whereyour product is superior, for example"How important is convenience?"

Your products are special. Your people are

more knowledgeable. Your service is better.

The Competitor


SAVE trialresults withCaptopril

Lisinopril

Enalapril

Transfer to other substances within the same class

'Class Effect' Questions

...

?

?

?

Can I achieve the same outcome with other similar products?

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Question Handling

We have gotthe data.They don't.

The Others Your Product

Enter intodiscussions


Communication Channels

Choose the routes that your target audience prefers

Start a dialogue with your clients


Talk …

In-Print versus In-Person

Document

EmailListen

40


Options for Partneringand Practical Approach


2

It's always personal

Human Relationships

You neverhave a relation-ship with anorganization

You alwayshave a relation-ship with anindividual

…


Daniel Levis

At a certain point, people stop buying your products, and start buying you:

You become the product

Person

P2P

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I Situation Appraisal

Goals

Content (scientific data)

Questions

Current Products (and lifecycle stage)

Future Products

Success Criteria

Resources

A) Visualize data for chartsB) Support publications C) Invite to workshop as participantD) Invite as speaker E) Appoint as chairman F) Member of advisory board G) Support medical studies

II Options for Cooperation

…other scientific services

III List of Experts1) Dr. Boris Maier

2) Professor Sam Smith

3) Dr. Eric Eaton

4) Professor Tom Berger

5) …..

6) …..

7) ….

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Cooperation Expert

A) ...B) ...C) …D)E)...

IV Action Plan

Who does what until when?


Advisory Boards

15 Tips


1) Choose candidates carefully. Discuss your suggested candidates with Medical and Marketing

2) Organize an expert workshop to seecandidates in action ("pilot")

3) Select experts who have a genuine interest in your studies and products

Advisory Board 1 - 3

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4) Limit the number of people to approximately 4 to 6 persons

5) Encourage people to participate in frank and candid discussions

6) Prepare meetings thoroughly: Topics, Questions, Goals



7) Consider a facilitator to moderate the meeting

8) Encourage the experts to suggest newideas and innovative ways

9) Identify the gate keeper who liaises with the experts (e.g. Medical LiaisonOfficer, Scientific Relations Manager)



10) Consider all legal aspects

11) Pay only for services delivered and keep honoraria consistent

12) Follow up on meetings: Thank the experts and send them a summaryof the meeting


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13) Have an exit strategy: Limit the life span of the advisory board so you do not have to dismiss people

14) Network: Every contact makes youmore valuable. Do not delegatethis to an agency

15) Keep looking for future experts



Talent Scout ModeLook for

"Young Lions", "Emerging Stars" "Rising Stars" "Emerging Leaders""Potential Leaders"

"Recruit future KOLs"


Potential Thought Leaders

Become a scoutAsk others

Who are the up-and-comingopinion leaders?

Contact these people

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Bridging the Gap …

… between your company and thought leaders

Maintainingregular contacts


"Advisory Board""Expert Round Table"

Expert Workshops

You facilitate and organize, creating an aura of exclusivity

Confidential

Invite hand-picked, selected experts


Invited experts enhance their reputation

Meeting Benefits

You get participants on board

Speakers practise answersto difficult questions

You reduce the risk of 'snipers'

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A Daichi Sankyo and Menarini Internationalsymposium held during the EuropeanSociety of Cardiology Congress 2008

Symposium Title

New standards in protecting high-riskpatients: Learning from the ONTARGETprogramme


How to keep abreast of new trends

- Conferences- Workshops- Journals- Internet- Newsletters- Experts- Colleagues- …

Analyze

Interpret

Summarize

Give advice


Polish

Rehearse

Give Great Presentations

Refine

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Practice

Practice

Practice


Present Frequently

Use every opportunity


It's showtime

On Stage

You're on!

48


The

ExperienceEconomy

Work is Theatre and Every Business

a Stage

B. Joseph Pine II James H Gilmore


=21

Start a Dialogue

Listen


ListenChristopher had learned thatif he kept quiet, the otherperson would fill the silence.

Everyone has a story to tell if only you have the patience to wait for it and not get in the way of it.

Shut up and listenAdvice from the spy fiction book "Christopher's Ghosts" by Charles McCarry Source: Series of short videos by management guru Tom Peters on YouTube

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"Show up

and shut up"


Articulate clearly andpronounce precisely

Listen

Develop tone and pitch of your voice


150

600

Speak

Think

Speed (Words per minute)

Spoken language

The Speed of Thought

'Mental language stream'

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Build Rapport

Relate to people

Connect with people

Reach out


Network

Connect to peopleMake lots and lots of friends


Electronic Business Platforms

www.xing.comwww.linkedin.com

51


Lots of little things done well can make a powerful difference

Richard Branson

Combination


Build Rapport

Relate to people

Connect with people

Reach out


Network

Connect to peopleMake lots and lots of friends

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Electronic Business Platforms

www.xing.comwww.linkedin.com

https://www.umbachpartner.com/de/tipps‐fuer‐ein‐gutes‐xing‐profil


Lots of little things done well can make a powerful difference

Richard Branson

Combination


Prepare

You have identified an expert

and set up an appointment.

What's next?

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GoalsKey Performance IndicatorsAnalysis: Profile and historyUnmet need, personal wishesBuild rapportTime frameKey contentAsk for action

Step by Step I

?


Check: Did I test my stuff?

II

?


The Testing Cycle

Get feedback

Adjust = Fine-tune

Prepare a draft

54


Follow-up

III


Live up to your true potential


Leeway

S t r e t c h

55


Whatever you can do or dream, begin it.

Boldness has genius,power and magic in it.

William Murray: The Scottish Himalayan Expedition Quoting the German poet Goethe


Wonderwhat’shappening

Makethingshappen

Types of People

Watchthingshappen


Positive Attitude

Emanate enthusiasm

Exude optimism

Be confident

Show driveUp-beat wins

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You can choose

- action

- excellence

You do have a choice


"Be so good they

can't ignore you"

Comedian Steve Martin


Get out and do it

The Big Secret

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Wake Up

Morning

Make every day count

Alert

Act


Even you will not know until you spread your wings

Rise to New Heights

No one can predict to what heights you can soar


Free Tips and Ideas

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Introduction - umbachpartner.com · Stakeholder Management for Medical Advisors, Medical Science...

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