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For any company attempting to commercialise a drug, healthy relationships with leading physicians in relevant clinical areas can be a real bonus. Key Opinion Leaders in medical practice can influence prescribing behaviour in thier colleagues, and can represent a key plank in your marketing strategy.

But whilst locating and liaising with Key Opinion Leaders is an increasingly necessary part of marketing drugs, it can be difficult to ensure that interactions both present value for money, and avoid conflicts of interest. And with moves towards regulation of physician-pharmaceutical industry interactions, this is currently a key topic for many in both medical practice and industry.

SMi’s inaugural Key Opinion Leaders Conference is one of the first in the EU to look at this fascinating area. With an unparalleled panel of speakers, this conference represents an excellent opportunity to come to terms with the ethical and practical issues surrounding KOLs.

This event is supported by Pfizer Limited.

Hear presentations on the following topics:

  • Moves towards regulation of physician-pharma entanglements in the UK and EU
  • Case studies of using KOLs from top pharma companies
  • Physicians’ perspectives on a KOL relationship, and developing the promotional literacy of doctors
  • Discovering the right KOL, determining fair market value for services, and developing metrics to monitor your strategies 
  • Different perspectives on the ethical challenges of KOL interactions

For details on our speakers for this event  and sponosorship and exhibition opportunities for future KOL events please contact amalick@smi-online.co.uk

Who should attend SMi's Key Opinion Leaders Conference?

Pharmaceutical executives specialising in:

  • Medical Affairs
  • Scientific Affairs
  • Marketing
  • Product Management
  • Medical/Clinical Development
  • Medical Education
  • Clinical Operations
  • KOL Relationship Management
  • Medical Science Liaisons
  • R&D
  • Market Research/Analytics
  • Professional Education

As well as Medical Professionals, and consultants and service providers interested in understanding pharmaceutical-physician interactions.

Conference programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks

David Gillen

David Gillen, Medical Director, Pfizer Ltd

9:10 OPENING KEYNOTE – KEY OPINION LEADERS – THE DEBATE

David Gillen

David Gillen, Medical Director, Pfizer Ltd

  • Introduction – what are key opinion leaders?
  • The terms of the argument
  • The current state of play of physician-industry relations
  • Moves towards greater regulation
  • 10:30 Morning Coffee

    11:00 REGULATION OF KOL-INDUSTRY RELATIONSHIPS

    Richard Tiner

    Richard Tiner, Medical Director, Association of the British Pharmaceutical Industry (ABPI)

  • Review of prospective legislation in the EU
  • Moving towards transparency in interactions
  • Registration of expenditure and accountable GRP
  • Potential consequences for flouting the rules
  • 11:40 PRACTITIONERS PERSPECTIVE OF A KOL RELATIONSHIP

    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
  • Is regulation necessary?
  • 12:20 Networking Lunch

    13:50 REDEFINING EXPERT RELATIONSHIPS

    Sue Wright

    Sue Wright, Development Director, Adelphi Communications Ltd

  • What are the metrics for relationship measurement?
  • How do we measure different influences and leadership qualities?
  • Whose opinions count?
  • Consolidating objective and subjective measures
  • Working with stakeholders to build on relationships
  • 14:30 INDUSTRY PERSPECTIVE OF A KOL RELATIONSHIP

    Malcolm Allison

    Malcolm Allison, Head of Strategic Marketing, Actelion

  • Managing different parties (sales, clinical researchers, medical liaisons) interaction with physicians
  • Benefits offered to physicians from the interaction
  • Benefits gained by the pharma company
  • 15:10 Afternoon Tea

    15:40 RESOLVING CONFLICTS OF INTEREST

    Gerry Thompson

    Gerry Thompson, Marketing Director, EMEA, Stiefel Laboratories

  • Where do conflicts of interest arise?
  • Discovering conflicts of interest
  • Resolving KOLs’ conflicts of interest in a positive manner
  • 16:20 CAN OUR LAPTOPS SAVE US?

    Sanjay Singhvi

    Sanjay Singhvi, Director, System Analytic

  • How can technology help us stick to existing rules?
  • How can technology help us make new, better rules?
  • 17:00 Chairman’s Closing Remarks and Close of Day One

    8:30 Registration & Coffee

    9:00 Chairman's Opening Remarks

    Emma D'Arcy

    Emma D'Arcy, Leader and Principal, INTEGRITY

    9:10 IS THE USE OF KOLS REALLY A THREAT?

    Tom Stossel

    Tom Stossel, Professor, Harvard Medical School

  • Mutual mistrust of physicians and industry is damaging for relationships, and for patients
  • More red tape for industry means limits on drug development
  • Fair promotion of products is not immoral
  • 9:50 THE SCIENCE OF OPINION LEADERSHIP

    Dr Aafia Chaudhry

    Dr Aafia Chaudhry, President, 81qd

  • Optimising KOL identification and engagement
  • Maximising and measuring the effectiveness of interactions over time
  • 10:30 Morning Coffee

    11:00 STRATEGIC APPROACH TO A KOL PROGRAMME

    Andrew Scheifele

    Andrew Scheifele, Director, Regional Medical Liasons, Amgen Inc.

  • Assessing your companies strategic needs for KOLs throughout the product lifecycle
  • Building a coordinated approach for KOL engagement across functional departments
  • Leveraging field based MSLs as the primary point of coordination and contact for KOL engagement
  • 11:40 FROM PRESSURES TO PRESENCE

    Emma D'Arcy

    Emma D'Arcy, Leader and Principal, INTEGRITY

  • Beyond the KOL - the contribution of the Key Expert in the treatment decision pathway
  • Beyond 'influence' -- an authentic presence is more powerful than position
  • Presence as a compass for responsible community-industry interactions
  • Harnessing presence to amplify impact, foster achievement and align aspirations
  • 12:20 Networking Lunch

    13:50 THE CHANGING FACE OF KOL ALIGNMENTS: ARE PHARMA AND PHYSICIANS BRAVE ENOUGH TO ENGAGE EQUALLY?

    Emma Parfrement

    Emma Parfrement, Leader, Strategic Insights, Myphid

  • The changing face of KOL communications - how can we align in such a stifling environment?
  • How does pharma step out of the 'wolf's' costume and work authentically with physicians?
  • Are we brave enough to drop the marketing talk and be more honest - talk medicine not marketing?
  • Can the internet provide an equal forum where all the stakeholders in healthcare unite?
  • 14:30 OBJECTIVELY MEASURING OPINION LEADER COMMUNITY EFFECTIVENESS

    Annabel Griffiths

    Annabel Griffiths, Commercial Director, Customs Solutions, Thomson Reuters (Scientific) Ltd

  • Assess the KOL’s community of impact
  • Develop metrics based on KOL leadership type and optimal outcomes of that type 
    - Opinion leader
    - Prestige leader
    - Opinion broker
  • Utilize available technologies to measure effectiveness of opinion leader
  • 15:10 Afternoon Tea

    15:40 NURTURING KOL RELATIONSHIPS

    Marc Sluijs

    Marc Sluijs, EMEA Business Development Director, Oracle

  • A Single view of the KOL: capture all interactions with – as well as the value of - Key Opinion Leaders
  • Personalised service: tailoring offerings to the individual needs and interest, in function of the importance
  • A single face to the KOL: ensure that all activities and investments are coordinated across the whole organization
  • Organisational learning: measure and analyse results, build “corporate memory” in order to further strengthen key relationships
  • 16:20 HONESTY IS THE BEST POLICY

    Neil Kendle

    Neil Kendle, Managing Director, Kendle Healthcare

  • Registration of payments to KOLs
  • Voluntary methods of keeping marketing above board
  • 17:00 PANEL DISCUSSION – PROPOSING A REALISTIC CODE FOR GRP

    Emma D'Arcy

    Emma D'Arcy, Leader and Principal, INTEGRITY

    Gerry Thompson

    Gerry Thompson, Marketing Director, EMEA, Stiefel Laboratories

    Gunnar Schroefel

    Gunnar Schroefel, Global Business Support, Customer Relationship Excellence, Bayer Schering Pharma

    17:40 Chairman’s Closing Remarks and Close of Conference

    +

    Copthorne Tara Hotel

    Scarsdale Place
    Kensington
    London W8 5SR
    United Kingdom

    Copthorne Tara Hotel

    The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

    The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.

     

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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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