Social Networking and the Role of Key Opinion Leader Identification

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• Social Networking and the Role of Key Opinion
  Leader Identification
• December 3, 2007

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Contents

• What are KOLs and why are they important?
• The challenge of identifying KOLs
• Innovative ideas in KOL research

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The pharmaceutical industry has long recognized
that the physician community is an influence
network.

• Physicians share a common educational and
  professional background and have built a sense of
  camaraderie.
• Indeed, web-based professional networking
  communities for physicians have boomed in recent
  months (e.g., AMA Sermo, DoctorsHangout).
• Numerous studies have shown that physicians look
  within their community to shape their thoughts
  and behaviors.
• Information from colleagues is deemed more
  important than other sources, including
  pharmaceutical reps and professional journals.
• Key Opinion Leaders (KOLs) are physicians who can
  drive changes in their communities
• KOLs have specific expertise in the indication or
  population of interest.
• KOLs are generally self-confident and are
  immersed in local communication networks
  (socially active, engaging, gregarious).
• KOLs are respected and trusted by their peers.
• KOLs are sought out for medical advice, and are
  generally available to provide their opinions.

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There are different kinds of physician networks
which can be analyzed for different purposes.

• Expert networks
• Typically national or global
• Referral or Advice networks
• Typically local or regional
• Networks by subject
• e.g. disease state, treatment paradigms, policy
  making, etc.

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A graphical example of a physician influence
network
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KOLs exist in many industries

• Respected investors (e.g. Peter Lynch, Warren
  Buffett).
• Which stocks they choose to invest in can drive
  investment from millions of others.
• The fashion industry in general not based on
  practicality or some objective measure of good
  looks.
• Based on who is wearing what.
• Oprahs book club or the New York Times
  Bestsellers list.
• Indeed, their influence has led to attempts to
  artificially get on such lists.

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In a pharmaceutical context, KOLs can help to

• Inform product development
• Advice regarding later-stage clinical trial
  design.
• Selection of principal investigators and trial
  sites.
• Medical science liaison (MSL) targeting and
  sizing.
• Drive trial of a new product. Particularly if
  the product
• Is first in a new class.
• Requires a change in physician or patient
  behavior (e.g. administered differently, used for
  prevention rather than treatment, etc.).
• Treats a new disease state.
• Has some subtle, differentiating message.
• Give valuable feedback on products
• In some sense, their feedback is more weighty
  than feedback from other physicians.
• This can drive new messaging campaigns, Phase IV
  study designs, and development of follow-on
  indications.

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Companies need to identify and foster
relationships with KOLs throughout a products
lifecycle.
Lifecycle Management
Product Launch
Late-Stage Development
Early Development
Phase IIb / pre- Phase III Identify global and
US national KOLs to guide and support clinical
development, global ad board participation.
12-18 months pre-launch Identify regional and
country-level KOLs for pre-launch education, ad
board participation.
6 months pre-launch Identify district-level KOLs
for local speaker programs, call planning.
Prior to launch of new indication /
formulation Identify KOLs at all levels specific
to the new indication or formulation.
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Contents

• What are KOLs and why are they important?
• The challenge of identifying KOLs
• Innovative ideas in KOL research

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Methods of identifying Key Opinion Leaders

• Subjective Nominations
• Conversion of clinical investigators (regardless
  of their ability to influence)
• Field Nominations (region or district managers
  choose based on subjective criteria)
• Self designations (physicians rate themselves in
  terms of Opinion Leadership)
• Rx Data
• Ask opinions of existing KOLs (if they are
  already known)
• Secondary data sources
• Identify KOLs by researching analogs for
  influence publications, awards, editorial
  boards, association leadership, conference
  presentations, etc.
• Primary Market Research with Social Networks
  Analysis
• Maps the complex interactions between members of
  the target physician audience.
• Recognizes that the degree of influence is
  measured by the receiver of advice, not the giver.

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Aspects of a balanced KOL identification approach

• Primary Market Research
• Peer nominations from target physicians to
  identify top influencers.
• Incorporate follow-on questions about nominated
  KOLs (e.g., specific areas of interest, interest
  in attending presentation by KOL?).
• Geographic and influence network maps of
  nominated KOLs.
• Secondary Market Research
• Literature search on key topics to identify top
  authors.
• Review of key awards, conference presentations,
  journal editorial boards, heads of centers of
  excellence, etc. in target therapeutic area.
• Integration of Findings
• Detailed profiles of top KOLs identified through
  primary and secondary research.
• Follow-up interviews with top KOLs to understand
  Rising Stars and what type of involvement KOL
  is interested in.
• Data easily integrated with existing CRM or SFA
  systems.

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Examples of ways that industry works with KOLs

• Advisory boards
• Local speaker training
• Clinical investigators, principal investigators,
  sites for clinical trials
• CME presenters
• Symposium speakers for National and International
  conferences
• Authors for journal articles
• Chairs or leaders of physician focus groups

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Contents

• What are KOLs and why are they important?
• The challenge of identifying KOLs
• Innovative ideas in KOL research

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1. Conduct follow-on qualitative interviews with
KOLs and track KOL perceptions on an ongoing
basis.

• Once KOL research is complete (i.e., KOLs have
  been identified), follow-on qualitative
  interviews with these KOLs may add significant
  value.
• KOLs are better able to provide insight into
  rising stars in their area, identifying
  physicians who may not be at the top now, but
  whose influence may be growing throughout the
  country or region.
• Additionally, these KOLs can nominate their peers
  as well, effectively providing you with KOLs to
  the KOLs. Although directional in nature, this
  information may help further tier the results.
• Lastly, follow-on interviews give you an
  understanding as to what type of involvement
  these KOLs would be interested in, setting the
  stage for future relationship building.
• Tracking the perceptions of KOLs over time
  through qualitative or quantitative research will
  help to identify upcoming trends ahead of the
  curve.

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2. Bundle KOL research with another study to
efficiently answer multiple key questions at once.

• KOL plus profiling physicians based on already
  existing typing tool (segmentation already
  conducted).
• Segmentation combined with KOL identification
  allows us to understand who the top KOLs specific
  to each segment.
• Since data is not anonymous in KOL research, we
  can share the physician segment with you, leading
  to more targeted marketing.
• Sample sizes beneficial for both KOL and
  profiling work.
• KOL plus segmentation development.
• Each of the three points above applies to this
  research as well top KOLs identified by segment,
  physician segment can be shared, sample size
  beneficial.
• Some hypotheses regarding possible segmentation
  variables would be needed in order to keep
  segmentation portion focused.
• KOL plus other research up to approximately 20
  minutes in total length.

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Summary and QA

• In a pharmaceutical context, KOLs help to inform
  product development, give valuable feedback on
  products, and help drive product adoption.
• A well-balanced approach to KOL identification
  includes some aspect of both secondary and
  primary research.
• Primary research identifies national and regional
  influencers.
• Secondary research (literature search) identifies
  top authors who would be ideal for clinical
  trials and trial sites.
• Additional topics to think about when conducting
  KOL research include follow-on interviews with
  identified KOLs and bundling research with other
  studies.
• Questions / Comments?

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Contact Information

• Daniel Parris, Director, Professional Services
• Daniel.Parris_at_AlphaDetail.com 650.581.3129
• Denise Dorning, Senior Director, Professional
  Services
• Denise.Dorning_at_AlphaDetail.com 650.581.3101
• Bob Latshaw, Vice President, Sales and Marketing
• Bob.Latshaw_at_AlphaDetail.com 215.259.5601