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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
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Name
Function
Country
Introduction
Experiencein the Industry
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Perspective
Your personal success
Your Professional Performance
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
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You choose
Suggestions
Recommendations
Advice
Tips
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Questions
Your Input
Enter into dialogue
Discuss certain topics
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Documentation
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Your Potential
Reservoir
Let your ideas inspire you
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If an idea occurs to you, please write it down
Get your inspirations on paper
Catalyst
Personal action plan
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Recipe
It's not important how manyideas you have, but howmany you actually implement
Knowing Going…
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Examples
Your Case Studies?
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OpportunitiesUnfortunately, some companies will not even unwrap the gift
Portray your projects as golden businessopportunities
Ensure internal and external support
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MSLClinical research
SF
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Personal Opportunity
Extend your sphere of influence
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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)
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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
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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
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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
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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
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"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
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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
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3 Levels
Human relationship
Scientific data
Business transactionValue for the company
Connect, rapport
Ask good questions
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Think Positively
Your Attitude
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Speed
24May
Critical Success Factor
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Performance indicators?
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Clarity of Success Criteria
Objectives to be achieved are
________________________0 100 %
Obscure Crystal
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Output OutcomeResults
Input
Essential
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Input Results
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3
Workshops Participantsorganized that attended
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- 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
‐ …
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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
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"Platinum"
KOLs want to cooperate with you
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"Gravity"Anziehungskraft
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Return Investment
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1
ROI
Progress in trivial things: Self-sabotage
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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
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Gate Keeper
Concept
"Single Point of Contact" "Interface"
Coordinate all contacts
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Top KOLs
National AffiliateOperating Society
Head-quarters
National AffiliateOperating Society
National AffiliateOperating Society
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Observe:
Rules and RegulationsLegal RestrictionsCodes of Conduct
Compliance
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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
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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
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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
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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
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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/
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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!)
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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)
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Spread Out Your Investments
Cooperate with many experts
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Learn exactly where your landing lights are located
Analysis
Target group
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Mistake #1
Focusing on the wrong target group and chasing poor prospects
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Are you on target or off-track?
Focus
Who do youwant to convince?
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Diabetologist Internist GeneralPractitioner
Physicians
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You as a physician
You as healthcare professional
You as a cardiologist
You as an internist
The more precise, the better
Targeting the Recipient
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- 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
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Opinion Leader Sequence
Nationale
Contact them in the right order!
Regional
Local
National
Inter-national
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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
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CRM
Number of people ______
Postal address ______ %
Email address ______ %
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CRM: Fields
AssistantStaffScientific interestsActivities: Past and plannedHonorariaContacts within the companyQualitative Criteria (Beware)
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Unmet Need
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Yes Yes Yes
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"Magic phrases"
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"What's your top priority …"
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"A topic relevant that seems
relevant to many of your
colleagues …"
"I have been thinking of you
because …"
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"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?"
…
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Ask great questionsand you will get great answers
Good Questions
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Hallmarks of a Convincing Message
Concise
Clear
Credible
Consistent
Something your Customers Care about
...
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ether gold
Attention
More volatilethan
Morepreciousthan
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Buy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy me...2000
Messages per day
2001
Information Overload
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Make the viewer curious and interested
First Step
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Special words
arousing curiosity?
Get Attention For Your Study
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Special Offers Today's Specials
Response?
Headings on WebsiteSource: White Paper by Interwoven, Inc
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First Man on the Moon?
Neil Armstrong
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The Second Man on the Moon
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Study results that are not
communicated have no impact
Reality
It is within your grasp
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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 ...
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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
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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
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Key conclusionsfrom theExamplex trial in diabeticpatients
The 3key conclusionsfrom theExamplex trialin diabeticpatients
A Precise Number
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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
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What's-In-It-For-MeSyndrome
So what is your compelling offer?
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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 …
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Ask for Action
• Visit website• Send email or call• Ask for presentation• Attend workshop• Give a presentation and mention … • Write manuscript• Prescribe• Recommend
…
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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
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Some Words Transform
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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
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Summary
Conclusions
Abstract
Lessons learned
Results
Use Attractive Headlines
Analysis of the ABC trial
"
"
"
"
"
-
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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
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Choose words with
Positive interpretations
Optimistic connotations
Agreeable implications
Language
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- +
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
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problem challenge
- +
fascinatingproblem
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disappointing informative
instructive
insightful
- +
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- +
Examplexreducesmortality
Examplexprolongssurvival
Exampleximprovessurvival
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Fewer sideeffects
Bettertolerability
- +
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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
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● 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
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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
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Communication Channels
Choose the routes that your target audience prefers
Start a dialogue with your clients
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Talk …
In-Print versus In-Person
Document
EmailListen
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Options for Partneringand Practical Approach
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2
It's always personal
Human Relationships
You neverhave a relation-ship with anorganization
You alwayshave a relation-ship with anindividual
…
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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?
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Advisory Boards
15 Tips
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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
Advisory Board 4 - 6
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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)
Advisory Board 7 - 9
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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
Advisory Board 10 - 12
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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
Advisory Board 13 - 15
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Talent Scout ModeLook for
"Young Lions", "Emerging Stars" "Rising Stars" "Emerging Leaders""Potential Leaders"
"Recruit future KOLs"
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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
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"Advisory Board""Expert Round Table"
Expert Workshops
You facilitate and organize, creating an aura of exclusivity
Confidential
Invite hand-picked, selected experts
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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
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How to keep abreast of new trends
- Conferences- Workshops- Journals- Internet- Newsletters- Experts- Colleagues- …
Analyze
Interpret
Summarize
Give advice
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Polish
Rehearse
Give Great Presentations
Refine
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Practice
Practice
Practice
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Present Frequently
Use every opportunity
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It's showtime
On Stage
You're on!
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The
ExperienceEconomy
Work is Theatre and Every Business
a Stage
B. Joseph Pine II James H Gilmore
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=21
Start a Dialogue
Listen
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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"
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Articulate clearly andpronounce precisely
Listen
Develop tone and pitch of your voice
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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
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Network
Connect to peopleMake lots and lots of friends
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Electronic Business Platforms
www.xing.comwww.linkedin.com
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Lots of little things done well can make a powerful difference
Richard Branson
Combination
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Build Rapport
Relate to people
Connect with people
Reach out
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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
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Lots of little things done well can make a powerful difference
Richard Branson
Combination
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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
?
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Check: Did I test my stuff?
II
?
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The Testing Cycle
Get feedback
Adjust = Fine-tune
Prepare a draft
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Follow-up
III
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Live up to your true potential
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Leeway
S t r e t c h
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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
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Wonderwhat’shappening
Makethingshappen
Types of People
Watchthingshappen
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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
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"Be so good they
can't ignore you"
Comedian Steve Martin
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Get out and do it
The Big Secret
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Wake Up
Morning
Make every day count
Alert
Act
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Even you will not know until you spread your wings
Rise to New Heights
No one can predict to what heights you can soar
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