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Key Opinion Leaders are integral to the development, endorsement and therefore success of any pharmaceutical drug.

For any company attempting to commercialise a drug, healthy continuous relationships with key opinion leaders in relevant clinical areas can be an added bonus to the product’s overall marketing strategy.

Identifying relevant key opinion leaders, initiating contact with them and nurturing the relationships over the life cycle of the drug can be a challenging area for pharmaceutical companies. Customer relationship management is pivotal to enhancing these relationships.

Clouded in controversy, the integrity of the KOL-industry interaction and relationship development has been open to abuse with industry going above and beyond to influence what should be objective, scientific opinions of clinical experts. Regulation in the USA and in Europe is calling for transparency and openness to alleviate this, but how open should industry be?

The inaugural Key Opinion Leaders Europe conference is on 15th & 16th June 2009 in Munich.

 

The conference will address the following topics with individual pharmaceutical case studies, expert presentations from medical practise and industry, attendees will walk away with a comprehensive tool kit on:

  • Definition of key opinion leaders
  • Practical management of key opinion leaders
  • How & when to interact with industry – for key opinion leaders
  • Identifying relevant and emerging opinion leaders in your clinical area
  • Best approach to initiating contact: assessing fair market value etc
  • Various approaches to the building, maintaining and strategic management of key opinion leaders for optimal clinical development
  • The issue of transparency? How open? What to be open about? The guidelines and how to be compliant? Best practise?
  • Accessing key opinion leaders in Central & Eastern Europe
  • Transparency tools and techniques used in pharmaceutical companies
  • Impact of KOL management on the business
  • Identified areas of development and what’s on the horizon for improved KOL management and interaction?

There will also be plenty of opportunity to take part in Question & answer sessions, panel debates and of course network with your peers during all the refreshment breaks!

    The KOL London 2008 conference attracted the following professionals:

  • 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

    If any of the above topics interest you or if you want to network with any of the above people, experiencing the same issues, then register now!

Conference programme

9:00 Chairman's Opening Remarks

Raimund Sterz

Raimund Sterz, Medical Director, Abbott

9:10 DEFINITION OF KEY OPINION LEADERS

Raimund Sterz

Raimund Sterz, Medical Director, Abbott

  • Variations on the terms – the ambiguity
  • Who are key opinion leaders?
  • How do opinion leaders become opinion leaders?
  • Connection between key opinion leaders and industry
  • 9:50 IDENTIFYING RELEVANT & EMERGING KOLs

  • Tools to reach key KOLs
  • Running identification exercises
  • Segmentation – selecting the right KOL for the right activity
  • Criteria, evaluation, influence
  • Ernst Schilli

    Ernst Schilli, Customer Relationship Excellence, Bayer Schering Pharma

    Gunnar Schroefel

    Gunnar Schroefel, Customer Relationship Excellence, Bayer Schering Pharma

    10:30 Morning Coffee

    11:00 IDENTIFYING, PROFILING AND SELECTING THE RIGHT OPINION LEADERS - ART OR SCIENCE?

    Neil Jones

    Neil Jones, Director – Branded Solutions , Medical Marketing Research International

  • The need for objectivity
  • Objectivity indices
  • KOL conneXions
  • Publication GenomeTM
  • 11:40 BENEFITS & DRAWBACKS OF INTERACTING WITH INDUSTRY: KOL PERSPECTIVE

    Iain Macdougall

    Iain Macdougall, Consultant Nephrologist and Honorary Senior Lecturer, King's College Hospital

  •  Benefits to practitioners from an industry relationship
  • Drawbacks and points of friction
  • A question of integrity? Science versus opinion?
  • The concern of bias and bribery
  • 12:20 Networking Lunch

    13:50 STEPS TO IMPLEMENTING A CENTRALISED TEAM APPROACH MODEL FOR THOUGHT LEADER DEVELOPMENT AND MANAGEMENT

    Linda Harris

    Linda Harris, Assistant Vice President, Opinion Leader Relations, Wyeth

  •  Hear an overview of the guiding principals in the development of Wyeth's Opinion Leader Relations department
  • Assess essential components of the structure of such a department
  • Review interactions of a matrix team approach for speaker and advisory board engagements
  • Look at real examples of application of their department structure in speaker bureau and Advisory Board selection and approval processes
  • Discuss overcoming business challenges in integrating a single department approach to thought leader development and management
  • 14:30 A QUANTITATIVE APPROACH FOR RANKING AND IDENTIFYING OPTIMALLY ALIGNED AND HIGH-VALUE 'RISING STARS' AND KEY OPINION LEADERS

    Annabel Griffiths

    Annabel Griffiths, Commercial Director, Customs Solutions, Thomson Reuters

  • Measuring the relative influence of a scientific expert
  • A statistical approach to identifying 'rising stars'
  • Establishing auditable KOL selection processes to achieve regulator compliance
  • 15:10 Afternoon Tea

    15:40 PANEL DEBATE

    Iain Macdougall

    Iain Macdougall, Consultant Nephrologist and Honorary Senior Lecturer, King's College Hospital

    Neil Kendle

    Neil Kendle, Managing Director, Kendle Healthcare

    Michael Zaiac

    Michael Zaiac, Assistant Vice President, Enbrel, Transplant, Oncology & Gastrointestinal, Wyeth Europa

    16:20 KOL MANAGEMENT..COMBINING KNOWLEDGE SYSTEMS AND CUSTOMER INSIGHT

  • How to deal with a customer centric organization in pharma at national & regional level
  • Sharing customer knowledge to improve cross functional teamwork
  • The value added of Pharma CRM
  • KOL management best practices and tool
  • Michael Zaiac

    Michael Zaiac, Assistant Vice President, Enbrel, Transplant, Oncology & Gastrointestinal, Wyeth Europa

    Arnim Jost

    Arnim Jost, Vice President Region DACH, Cegedim Dendrite

    17:00 Q & A, Chairman's Closing Remarks and Close of Day One

    Raimund Sterz

    Raimund Sterz, Medical Director, Abbott

    9:00 Chairman's Opening Remarks

    Raimund Sterz

    Raimund Sterz, Medical Director, Abbott

    9:10 DETERMINING THE FAIR MARKET VALUE - PRACTICAL CONSIDERATIONS

    Fred Eaton

    Fred Eaton, Partner & Lead Fair Market Value Practise, Polaris Management Partners

  • Use of industry benchmarks has significant weaknesses due to the multiple relationships between KOLs and the pharmaceutical industry
  • KOLs by definition are experts in their fields so FMV rates based on the "average physician" is not appropriate
  • Sharing experience working on more than 20 FMV assignments
  • Providing a framework for developing a robust and defensible method for determining Fair Market Value
  • 9:50 LOOKING BACK: THE IMPACT OF KOL MANAGEMENT & HOW KOL DEVELOPMENT HAS IMPACTED THE BUSINESS

    Ken O'Reilly

    Ken O'Reilly, Director, Global Medical Education, Vifor Pharma

  • What worked well?
  • What needs to be improved?
  • Development ideas for KOLs
  • 10:30 Morning Coffee

    11:00 TRANSPARENCY AND CLARITY IN KOL DEALINGS: THE MAGIC INGREDIENT

    Neil Kendle

    Neil Kendle, Managing Director, Kendle Healthcare

  • The most effective working relationships with KOLs are long-term and mutually beneficial
  • Long-term relationships must be built on trust
  • The opinion leaders want clarity and transparency
  • Companies need to understand also what a KOL wants from the relationship
  • Transparency and clarity facilitates compliance with regulations and helps offset criticism
  • 11:40 DISCOVERY OF KEY OPINION LEADERS BY THEIR INTERNET FOOT-PRINT

    David Cocker

    David Cocker, Partner, mdcpartners

  • Data points to be considered in KOL assessment
  • Formal and informal information references
  • Geographic activity
  • Cross functional therapeutic activity & drug (class) associations
  • How to aggregate and display results
  • 12:20 Networking Lunch

    13:50 THE ULTIMATE CHALLENGE: DOES IT REALLY TAKE AGES TO MAKE A DIFFERENCE?

    Angelika Stafflage

    Angelika Stafflage, Key Profesional Relations Manager, AstraZeneca

  • While long-term improvement in KOL-management often needs a change in mindset, short-term success is possible
  • Hear an example of how a 6 months project in KOL management made a difference internally and externally
  • Short-term and long-term tools which can be implemented easily
  • Discuss learnings of a project
  • 14:30 PANEL DEBATE

    Raimund Sterz

    Raimund Sterz, Medical Director, Abbott

  • Responding to first approaches from industry
  • Finding the balance between biased opinion and the scientific evidence
  • How to handle influence from industry
  • 15:10 Afternoon Tea

    15:30 Chairman's Closing Remarks and Close of Conference

    Raimund Sterz

    Raimund Sterz, Medical Director, Abbott

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