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Effective Key Opinion Leader Management can only be achieved through a multi-tiered approach. Issues for consideration include identification, recruitment and, of course, a relationship based on trust and transparency.

Following the highly successful London and Munich events, SMi’s Models for Key Opinion Leader Management conference in Stockholm will demonstrate the way forward in Key Opinion Leader Management by providing a balanced view from a wide variety of expert speakers. There will be a strong focus on maximising the value of relationships between physicians and pharma companies, with the opportunity to make new contacts in the industry. Attend and gain insights that will enhance your own management skills and ultimately lead to a more successful marketing strategy.

  • Hear from KOL management specialists and recognised Key Opinion Leaders
  • Learn the value of different KOL management strategies
  • Discuss ways to ensure transparency in an industry-physician relationship
  • Determine an appropriate strategy for your own organisation
  • Network with industry associates and discuss experiences

 

The following professionals attended our London and Munich events:

  • Head of Customer Relationship Management, Bayer-Schering AG
  • Director Scientific Communications, GlaxoSmithKline UK
  • Head of Medical & Scientific Affairs, Boehringer Ingelheim
  • Assistant Vice President, Opinion Leader Relations, Wyeth USA
  • Professional Relations, Roche
  • Associate Branding Director, Astellas Europe
  • Manager Medical Affairs, Linde AG
  • Marketing Director EMEA, Allergan
  • Medical Director, Bayer
  • Medical Director, Pfizer
  • Associate Medical Director, Cilag Biotech
  • Product Director, International Marketing, Shire Pharmaceuticals
  • Director, Regional Medical Liaisons, Amgen Inc.
  • Clinical Director, Astra Zeneca
  • Vice President Global Sales & Marketing, Covidien
  • New Product Manager, Global Marketing, Laboratorios Almirall S.A.
  • Professional Relations Manager, Medical & Healthcare, Lundbeck
  • Medical Marketing Manager, Genzyme Europe

 

Conference programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks

Michal Konstacky

Michal Konstacky, Global Medical Affairs Director , Solvay Pharmaceuticals

9:10 THE EVOLVING ROLE OF MEDICAL SCIENTIFIC LIAISONS IN EUROPE

Björn Skölving

Björn Skölving, Medical Information Manager, Biovitrum AB

  • Why should companies have MSLs?
  • MSLs and sales reps – differences and similarities
  • MSLs in KOL management
  • Forming KOL relationships by scientific communication
  • 9:50 BEST PRACTICE IN KOL MANAGEMENT: A CASE STUDY

    Margarida Courinha

    Margarida Courinha, Regional Medical Liaison, Amgen

  • Problem identification/Plan of action
  • Methodology
  • Outcomes
  • 10:30 Morning Coffee

    11:00 THE SCIENCE OF OPINION LEADERSHIP

    Matt Rowley

    Matt Rowley, Managing Partner, The Central Group

  • What different types of opinion leader are there?
  • Matching opinion leader aptitudes and interests to asset needs - building a mutually advantageous relationship
  • The roles of opinion leaders in the diffusion of innovation - tailoring collaborations over time
  • Live action workshop application of theory
  • 11:40 NEW WAYS OF COLLABORATING WITH KEY OPINION LEADERS

    Carl-Johan  Glans

    Carl-Johan Glans, Business Development Manager, Nycomed AB

  • How the industry used to work with KOL´s County Councils
  • Today's approach
  • Moving healthcare forward
  • 12:20 Networking Lunch

    13:50 STAKEHOLDER MANAGEMENT – THE HOLISTIC APPROACH

    Christian Schweiger

    Christian Schweiger , Managing Director, Tachris

  • Integrated stakeholder management is more than KOL management
  • Definition and scope of SHM
  • The importance of professional associations
  • The challenges of cooperating with patient associations
  • Fostering your scientific credibility
  • 14:30 MODERN STRATEGIES FOR RISK MANAGEMENT OF MEDICINAL PRODUCTS

    Ingemar Persson

    Ingemar Persson, Senior Expert, Medical Products Agency, Sweden

  • Needs and expectations
  • Proactive risk assessment
  • Tailored pharmacovigilance
  • Selective risk minimisation
  • Monitored effectiveness
  • 15:10 PROBLEMS WITH BEING A KOL – FROM A KOL PERSPECTIVE

    Östen Ljunggren

    Östen Ljunggren, Professor of Metabolic Bone Diseases, Uppsala University

  • When are you a KOL?
  • To work with projects sponsored by the industry or not
  • How to combine your employers trust with a close association with the pharmaceutical industry
  • How to work with several companies
  • 15:50 Chairman's Closing Remarks

    16:00 Afternoon Tea & Close of Day One

    8:30 Registration & Coffee

    9:00 Chairman's Opening Remarks

    Michal Konstacky

    Michal Konstacky, Global Medical Affairs Director , Solvay Pharmaceuticals

    9:10 GENDER ASPECTS IN CLINICAL TRIALS

    Karin Schenck-Gustafsson

    Karin Schenck-Gustafsson, Professor of Cardiology, Karolinska Institute

  • Using the right proportions of men and women in academic and clinical trials
  • Sub-group analysis procedures
  • The use of sex divided statistics
  • Effect on treatment response and prognosis
  • 9:50 CHANGING THE PERCEPTION OF KOLS

    Michal Konstacky

    Michal Konstacky, Global Medical Affairs Director , Solvay Pharmaceuticals

  • Change management
  • Internal co-ordination of KOL management
  • From gut feeling to a systematic approach
  • KOL strategy implementation
  • 10:30 Morning Coffee

    11:00 KOL AND PHARMA RELATIONSHIPS – CAN IT BE TOO CLOSE FOR COMFORT?

    Sverker Ljunghall

    Sverker Ljunghall, Vice President, Science Relations, AstraZeneca

  • The pharmaceutical industry is suffering from a poor reputation and decreasing productivity.
  • It is therefore in a midst of a change of paradigm, which requires close interaction with universities, scientists and other KOLs
  • A limited number of world class  experts will have to fulfill multiple roles, but there is generally not enough understanding for the sensitivities. The lack of formal acceptance and guidelines can result in a misuse as well as an underuse of the interactions.
  • The presentation attempts to analyze the situation and provide alternatives to manage the collaborations in the future.
  • 11:40 PRODUCTIVE KEY EXTERNAL EXPERT MANAGEMENT

    Neil James

    Neil James, Vice President and General Manager, GlaxoSmithKline

  • Key External Experts in a complex environment
  • Finding ethical and sustainable approaches
  • Establishing mutually beneficial ways of working
  • Building trust, a way to gain acceptance by the health care system and the general public
  • 12:20 Networking Lunch

    13:50 MAXIMISING KOL RELATIONSHIPS IN A CHANGING ENVIRONMENT

    Kashif  Chaudhry

    Kashif Chaudhry, Managing Director, Clarescent LLC

  • Sharing the recently changing guidelines impacting pharma/KOL relationships
  • Review of KOL integration across the product life cycle – successes and failures
  • The need for transparency for effective relationship management across the organisation
  • Exploring organisational mechanisms and system tools to drive internal transparency
  • 14:30 THE KEY OPINION LEADER WITHIN THE FRAMEWORK OF PUBLIC-PRIVATE PARTNERSHIP

    Robert Brummer

    Robert Brummer, Professor of Gastroenterology and Clinical Nutrition , Örebro University

  • Public private partnership enforces innovation
  • 'Nice-to-know' versus 'need-to-know'
  • 'What-to-know' versus 'how-to-know'
  • Key opinion leader versus primary investigator
  • Pharma versus functional foods. What can we learn from each other?
  • 15:10 Afternoon Tea

    15:40 CONTRACTUAL AND PAYMENT BENCHMARKS IN KOL RELATIONSHIPS

    Robert Nauman

    Robert Nauman, Principal Consultant, BioPharma Advisors

  • What are the payment benchmarks for typical KOL activities?
  • Who should manage the relationship with the KOL?
  • What are the trends in aggregate spend?
  • What regulatory implications are there considering this data?
  • 16:20 ADDRESSING THE LACK OF TRANSPARENCY IN KOL RELATIONSHIPS

    Ann-Britt  Fredriksson

    Ann-Britt Fredriksson, Medical and Science Account Manager, StaffUp

  • Roles and responsibilities
  • Ways of sustaining a KOL relationship
  • Consequences of a high KOL turnover
  • How to manage problems  with KOL-relations
  • 17:00 Chairman’s Closing Remarks and Close of Conference

    +

    Workshops

    KOL Advocacy Development
    Workshop

    KOL Advocacy Development

    Sheraton Stockholm Hotel and Towers
    20th January 2010
    Stockholm, Sweden

    Sheraton Stockholm Hotel and Towers

    Tegelbacken 6
    PO Box 195
    Stockholm SE-101 23
    Sweden

    Sheraton Stockholm Hotel and Towers

    HOTEL BOOKING FORM

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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