The role of a Key Opinion Leader should extend far beyond product approval. Relationships between KOLs and pharma companies work best when the KOL provides input into all stages of drug development. SMi’s 2nd annual KOL Europe conference will feature presentations from actual KOLs and senior industry professionals with extensive experience of managing scientific relationships. Attend and gain a new perspective on the role of KOLs and explore new ways of using them to achieve successful drug development and marketing strategies. 

  • Hear about the new wave of independent KOLs
  • Discuss the role of public authorities in legislating the use of KOLs
  • Explore ways of ensuring transparency in long-term KOL relationships 
  • Assess opinion leader management strategy and its role in marketing
  • Network with industry associates and share experiences


Attendees at SMi's series of key opinion leader conferences have included:

  • 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

Raimund Sterz

Raimund Sterz, Medical Director, Global Health Economics and Outcomes Research, Abbott

9:10 KOL Management from Both Sides of the Relationship

Axel Glasmacher

Axel Glasmacher, Medical Director, Celgene International

  • The view from academia and from the industry
  • Where is the common ground between KOL and pharmaceutical industry?
  • What are the most frequent difficulties?
  • Some thoughts about unconventional solutions
  • 9:50 KOL Management in a Specialised-Medicine Market

    Lurdes Reis

    Lurdes Reis, Scientific Communications Manager, Bayer Schering Pharma

  • Compliance directives vs. marketing objectives
  • Advocate credibility
  • Limited KOL resources
  • KOL long-term relationships
  • 10:30 Morning Coffee

    11:00 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
  • 11:40 PANEL DISCUSSION:Global Stakeholder Management – More Than KOL Management

  • Definition of stakeholder management
  • Why SHM is a key factor for success in the pharmaceutical industry
  • Challenges and opportunities in the context of a global company
  • The way to do it right – is there a receipt for successful SHM?
  • Christian Schweiger

    Christian Schweiger , Managing Director, Tachris

    Raimund Sterz

    Raimund Sterz, Medical Director, Global Health Economics and Outcomes Research, Abbott

    12:20 Networking Lunch

    13:50 Stakeholder Versus KOL: Do we Need to Expand our View?

    Raimund Sterz

    Raimund Sterz, Medical Director, Global Health Economics and Outcomes Research, Abbott

  • Changes is the pharmapolitical environment
  • Emerging stakeholders
  • Payers, prescribers, patients and fundholders - current role and future roles
  • Integrated health care concepts
  • 14:30 KOL change management: The view from the vendor

    Larry Cohen

    Larry Cohen, President, Heartbeat Experts

  • Best practices
  • Data privacy management and data collection in the regulatory landscape
  • Roll-out to the company
  • 15:10 Afternoon Tea

    15:40 Negotiating with KOLs

    Philippe Fonjallaz

    Philippe Fonjallaz, Head of Customer Engagement, Neurodegenerative Disease Business Unit, Merck Serono

  • Finding common ground
  • Setting up an agreement
  • Separating the product from the company
  • Keeping an appropriate distance
  • 16:20 A New Understanding of KOLs – New Ways of Working with the Pharma Industry

    Andrew Powrie-Smith

    Andrew Powrie-Smith, Director, Association of the British Pharmaceutical Industry

  • How the UK industry works with external stakeholders
  • Transparency in industry/KOL relationships
  • Funding of medical education by industry
  • Creating trust through behaviours
  • 17:00 Chairman’s Closing Remarks and Close of Day One

    8:30 Re-registration & Coffee

    9:00 Chairman's Opening Remarks

    Raimund Sterz

    Raimund Sterz, Medical Director, Global Health Economics and Outcomes Research, Abbott

    9:10 Business Intelligence for KOL Operationalization

    Arnim Jost

    Arnim Jost, Vice President Region DACH, Cegedim Dendrite

  • Inter-divisional consolidation and view on data
  • Well-directed design and application of scorings
  • Automatic segmentation and targeting of KOL
  • Time series in action
  • 9:50 The Global Implications of Conflict of Interest in Medicine and Public Health – The Swine Flu Case

     Angela Spelsberg

    Angela Spelsberg, Acting Chief of the Working Group on Health, Transparency International

  • Conflict of interest as a systemic disease in global health care
  • Why it is not an individual problem
  • How conflict of interest drives health care expenditures
  • The need for it to be systematically addressed at different levels in health care and beyond
  • 10:30 Morning Coffee

    11:00 Long-Term Relationship Development with KOLs

    Gunnar Schroefel

    Gunnar Schroefel, Global Customer Relationship Excellence Manager, Bayer Schering Pharma

  • Aspects of product life-cycle management
  • Setting clear objectives
  • Alignment of KOL management across functional units
  • System vs. business processes: is IT the answer?
  • 11:40 Opinion Leader Strategy and its Role in New Pharma Marketing

    Rob Barker

    Rob Barker, Managing Partner, The Central Group

  • The vital role that opinion leader strategy plays in modern pharmaceutical marketing
  • The roles of opinion leaders in the diffusion of innovation
  • Tailoring collaborations over time
  • Matching opinion leader aptitudes and interests to asset needs
  • Building a mutually advantageous relationship
  • Live action application of theory
  • 12:20 Networking Lunch

    13:50 PANEL DISCUSSION: The role of key opinion leaders in early-stage drug development

    Hans Joachim Hutt

    Hans Joachim Hutt, Director, Scientific and Risk Management , Sanofi Pasteur MSD GmbH

    14:30 KOLs – An Agency Perspective

    Marian East

    Marian East, Director, MedSense

  • Managing KOL relationships via agencies
  • KOL profiling
  • KOLs and soft skills
  • Case studies
  • 15:10 Chairman's Closing Remarks

    15:20 Afternoon Tea and Close of Conference



    KOL Relationship Management: Identification, Segmentation & Ranking

    KOL Relationship Management: Identification, Segmentation & Ranking

    Hotel Vier Jahreszeiten Kempinski
    29th June 2010
    Munich, Germany

    Hotel Vier Jahreszeiten Kempinski

    Maximilianstrabe 17
    Munich D-80539

    Hotel Vier Jahreszeiten Kempinski



    speaker image






    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.


    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.


    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.


    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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