Engaging with KOL Online

Alexandra Fulford

@Pharmaguapa

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What is a KOL and a KOI?

Key Opinion Leader Key Online Influencer

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We get value from KOLs today already …. why bother with digital?

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The simple answer – extend the reach of your message

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But there are other benefits – such as insight generation …..

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… and relationship building

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So what is in it for the KOL?

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The same simple answer – extend the reach of their message

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As well as build and secure their name online as well as offline

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They can also use it to build relationships

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Companies like Boehringer Ingelheim are starting to do this

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They tweeted with a KOL around #COPD

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They publicised the event through social media

and bloggers picked up on it

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They set housekeeping rules at the start of the chat

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And then facilitated the discussion

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The result – an interesting discussion

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OK .. So how?

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The first step is to identify individuals to engage with

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Select KOL rising stars - rather than dinosaurs

• Less digitally inclined• Already at top of game

with less to prove • Will retire soon

• More interested in digital• Looking to increase influence• Future top tier KOL

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Gain a better understanding of their online presence

» Where ?» How active?» What do they

share?

» Where ?» How often?» Under what

context?

Are they active online?

Are they getting mentioned

online?

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At the same time identify KOI …

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… and understand their networks and preferences …

22

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…and listen to their needs

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Categorise and allocate your selected KOL and KOI

Journalists

• Communications

HCP

• Medical

Patients

• Patient advocacy • Communications

Level 1 – Beginner

Level 2 - Experienced

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Set up training ….

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…as an extension of traditional speaker training for example

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And ideally together at a single physical meeting

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Set clear parameters around expectations and share a vision

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Provide support as needed

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Develop material for your online KOL and KOI

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Most importantly - invest time into the relationship

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Thank you – Questions?

Alexandra Fulford

alexandra.fulford@zsassociates.com

@pharmaguapa