how to get the most out of your key opinion leader events

How to get the most out of your Key Opinion Leader Events

MEASURING the VOICE-OF-CUSTOMER in HEALTHCARE

http://www.themarketechgroup.com/

2

Presenter

Robert-Jan Enzerink Senior Consultant

[email protected]

mailto:[email protected]

GCC/Arabian-Gulf North Africa

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Who We Are

MARKETS SERVED

MEDICAL IMAGING MEDICAL DEVICES AND DIAGNOSTICS HEALTHCARE IT PHARMACEUTICAL INDUSTRIES TECH TRANSFER

19 Years

in Business

QUICKFACTS

2 Global

Offices

20 International

Partnerships

http://www.themarketechgroup.com/index.php?page=healthcare-it

http://www.themarketechgroup.com/index.php?page=medical-imaging

http://www.themarketechgroup.com/index.php?page=medical-imaging

http://www.themarketechgroup.com/index.php?page=medical-devices

http://www.themarketechgroup.com/index.php?page=medical-devices

http://www.themarketechgroup.com/index.php?page=healthcare-it

http://www.themarketechgroup.com/index.php?page=pharmaceutical-industries

http://www.themarketechgroup.com/index.php?page=pharmaceutical-industries

http://www.themarketechgroup.com/index.php?page=healthcare-tech

http://www.themarketechgroup.com/index.php?page=healthcare-tech


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Key Opinion Leader Workshop:

KOL Workshop Overview

o Definition

• What is a KOL workshop

o Purpose/Results

• Why? How to maximize your KOL workshops?

o Methodologies (w/ examples):

• Focus Group

• ORID

• Mock Trial

• Projective Approaches (not covered)

o Logistics & Requirements for a successful workshop

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What is a KOL workshop?

Key Opinion Leader (KOL) Workshop Meeting to gather key insights from a group of experts on a particular subject. The ultimate goal is to maximize probability for a successful business strategy. Specific KOL workshop techniques help explore, understand, and guide:

NEW PRODUCT ROADMAP

SALES & MARKETING COMMUNICATION

GO-TO MARKET

EXECUTION

http://www.themarketechgroup.com/index.php?page=solutions






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Why use a structured workshop format?

Participant Needs

o Efficient use of time

o Influence development of helpful solutions

o Learn something

o Be heard

o Develop new relationships

o Sense of accomplishment

Your Needs o Efficient use of time

o Uncover all potential futures/ideas, unmet needs, &/or desired outcomes

o Identify all important influences/influencers

o Everyone contributes

o Actions and/or decisions

o Develop relationships

o Sales (?)

o Have fun

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KOL Workshops - Qualitative or Quantitative?

QUANTITATIVE

QUALITATIVE

o Understand o Explore

o Rank o Measure


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Key Opinion Leader Workshop: Methodologies

Objectives Determine the Methodology

Identify Market Opportunity

Prioritize Product Features

Concept Testing

Understand Purchase Decision Drivers

Prioritize User Needs

Others…

What are your Objectives?

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Objectives

Meth

odolo

gie

s

Projective Approaches ?

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Concept Testing



Moderated Focus Groups

Meth

odolo

gie

s

Objectives

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DEFINITION: o Moderated exchange

among decision makers and influencers

o Dyad, Triad, Focus Group

Value: o Consensus feedback o Concept testing o Group dynamics o Compare market

segments

Limitations: o Cost (room rental, higher

incentives…) o Geographic limitations o 8 maximum per FG

Process: o Objectives o Recruitment with screener o Moderation guide o Materials, Tools,

Manipulatives o Summary of key points

Key Opinion Leader Workshop: Focus Groups

Technique: Focus Groups





Typical Agenda:

Ground Rules & Introductions Current KAP Exploratory

Evaluation (Why?) Rating/Scoring/Ranking

Solicit Consensus, Highlight Distinctions, or Describe a Creation/Solution Summarize

Closing

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Agenda

Dyad/Triad Mini Group Focus Groups

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Pre-interview Survey

o NDA? o A/V Waiver? o Pre-FG Survey?

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Focus Group #3 Session E: Blue Team - Group Notes


Focus Group Results

Objective Are the product features and procedure adequate for validating performance prior to close?

(ELEMENTS: GUI, implanted device position and fixation, patient and device position prone

versus weight bearing)

Summary

Concern: o Prior to surgery, would want to make sure device performance is adequate before removing device from

package • Including making sure battery is fully charged (it takes 3hrs) and coupled with battery controller

o Must validate communication during surgery; therefore, there needs to be [redacted] o Agree they would want to know quality of connection (great, good, good enough or marginal) and battery

charge status o Have ability to externally power the device during procedure, do not want to rely on external battery

(procedure could be many hours long). Can't rely on battery in operating room; it will have to be tethered o Need to know the status of the coupling as you move the patient from the table to a bed o Need to determine if it is safe to decouple by looking at the status of [redacted] o Need someone looking at status of internal battery and alarms to warn you if there are problems with

internal battery Summary:

o Prior to surgery, want battery charged, and [redacted] tested immediately before opening patient o Need ability to test coupling o Need a way to read how far away [redacted] is from limit

WP "Validate before taking out of packaging that batteries are charged. First thing I would want to know."

WD "External hookup until we know patient is fine and then take them back with battery charged."

MD "Battery is charged before removal of package."

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Feedback Form Example

Benefits | Likes

Drawbacks | Concerns

+ -

NAME:______________________

Test Concept: Overall Assessment

LEVEL OF APPEAL Not at all Appealing Very Appealing

1 2 3 4 5 6 7 8 9 10

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Not at all Appealing Extremely Appealing

_________ 1 2 3 4 5 6 7 8 9 10

_________ 1 2 3 4 5 6 7 8 9 10

_________ 1 2 3 4 5 6 7 8 9 10

_________ 1 2 3 4 5 6 7 8 9 10

Improved PAP

Oral Appliance

Sleep Monitor

Educational Programs

Name:________________


Appeal Score Example

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Response Testing Example

67%

88%

78%

77%

71%

74%

1%

2%

1%

4%

1%

2%

6%

4%

5%

0% 20% 40% 60% 80% 100%

Undiagnosed

OSA

diagnosed

Total

Sleep concern communication

Percent Selected

Health care professional (doctor, nurse, therapist, etc.) Significant other, family, friends

A support group for sleep or related issues Others

No one

?

S1Q4. To whom have you spoken about your [diagnosis]?

Q5.1

[diagnosis]

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Pre-interview Survey

o NDA? o A/V Waiver? o Pre-FG Survey?

o Time? o No Shows? o Tools?


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Concept Testing



Moderated Focus Groups Facilitated Conversations

Mock Trials

Meth

odolo

gie

s

Objectives

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Key Opinion Leader Workshop: Facilitated Conversation/ORID

Facilitated Conversation

Moderation vs. Facilitation o Moderator: Someone who leads a discussion in a group and tells each

person when to speak: someone who moderates a meeting or discussion

o Facilitator: one that facilitates; especially, one that helps to bring about an outcome (as learning, productivity, or communication) by providing indirect or unobtrusive assistance, guidance, or supervision

http://www.merriam-webster.com/dictionary/facilitates

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Value: o Large Group dynamics o Decision making o Eliminates rambling and

lack of focus o Engages everyone o Naturally analytical

Limitations: o Requires trained

facilitator (phrasing is critical)

o Participants must respect the process

o Adequate uninterrupted time is required

DEFINITION: o Facilitator-led structured

conversation o Developed by Institute

for Cultural Affairs o Follows a natural human

processing sequence o A Perfect Technique to

Facilitate KOL and Big Groups of Customers


Technique: ORID Facilitated Discussion

Process: o Agreement to use a Facilitated

Structured Conversation approach o Strategic questioning using ORID

processing: o Objective o Reflective o Interpretive o Decisional





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O / Objective questions

R / Reflective questions

I / Interpretive questions

D / Decisional questions



R

I

D

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Importance of Planning

KOL Event Moderation

Logistics

Deliverable/Item Owner Status TMTG update Comments

Venue description to TMTG K, S&D Complete

Participant list with names, title, institution, research/clinical focus, customer segment, and level of exposure to [technology] for all attendees D Complete

Seating Chart (incl break-out, if needed) TMTG Complete

Name tents with participant names in large, bold type (first names) N Confirmed K will set up

Participant name tags N Confirmed K will set up

Large flip chart(s) with sticky notes (or with tape) on easel, or White Board, with pens K Confirmed

S&D to provide: 4 flipcharts (2 for plenary, 1 in each breakout)

Digital Audio/Video recording device S&D Confirmed

S&D to provide: We are all set with 2 cameras (two utilized in the Breakouts and in the Plenary during final report-ins. Audio feed from board in plenary. Record via onboard camera microphones during Breakouts. All footage to be converted to .mov files and shipped to client. D to provide shipping details.

External Hard drive for video capture M Complete Client download data; give to TMTG

Pens (not pencils) to fill out worksheets and a small notepad for each respondent K, S&D Pending Awaiting final confirmation from K.

Hotel WiFi code & skype addresses shared (for questions) S&D Confirmed S&D to provide hard line connection and router for one access point, entry to be controlled on-site

Presentation Slides TMTG In process We need to see the KOL pres and format D provided template to TMTG.

Lunch and refreshments K, S&D In process

General session timer (clock) K, S&D Confirmed

Audio Mic per two participants on each table S&D Confirmed

Scribes assigned to take notes - TMTG to provide template Client/ TMTG Confirmed

We need two persons from Client S, M&B confirmed

Projector and screen for work sessions and to share results S&D Confirmed 1 projector per room ==> 3 total

Confirmed back projection for general session, 2 LCD projections for breakouts

Worksheet handouts TBD TMTG In process Will be done by Friday Client printing

Seating for Client observers (Respect the process: NO talking, NO direct questions) D In process

One page satisfaction form (anonymous) TMTG, M In process Will be done by Friday TMTG prepare; Client print; Scribe(s) to collect; agreed to 10/1

Group 1 & 2 Voting Cards M In process

Background: Facility, participants, speakers’ topics, templates,…

Manipulatives, worksheets, samples,…

Meals, food, …

Materials, A/V, communications

Deliverables

Seating charts, name tents, …

Role players, …

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O / Objective questions o The O questions identify objective facts relevant to the topic. The key question is:

What do we know about this?



R

I

D

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R / Reflective questions o The R questions are about how people feel about the topic. They are about subjective

perceptions. The key question is: How do we feel about this?



R

I

D

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I / Interpretive questions o These questions have to do with meaning. The key question of the interpretive stage

is this: What does it mean for me/you/the patient, etc?



R

I

D

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Word Map Example from Objective Step

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I / Interpretive questions o These questions have to do with meaning. The key question of the interpretive stage

is this: What does it mean for me/you/the patient, etc?

D / Decisional questions o Based on information coming from the three previous stages of questioning, this is

the stage at which a decision is produced. The key question at the decisional stage is:

What are we/you going to do?



R

I

D

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ORID Example

ORID Outcomes:

Objective

“Increased accuracy of tumor delineation.” “Potential for use of novel isotopes for better patient care.” ”Reduce time by 20%.” “A new surgical paradigm.”

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ORID Example

ORID Outcomes:

Objective

“Increased accuracy of tumor delineation.” “Potential for use of novel isotopes for better patient care.” ”Reduce time by 20%.” “A new surgical paradigm.”

Reflective

o Great for our patients and reducing morbidity.

o Can really help out research in tumor. “It feels like an enormous leap, but my concern is we may not be able to afford it.” “I’m curious about the benefit to patients….” “This is really exciting…but we as a field might not have the courage to make this shift.” “I’m concerned about the learning curve with new technology.”

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ORID Example

ORID Outcomes:

Interpretive

o Pros o Cons

“Lower dose and higher throughput are PRACTICAL things we can use to sell this technology to our admins.” “The risk is growing the equipment without being able to increase patient volume which puts you in financial hurt.” “This means we can reduce our lab staff… but they need additional training.”

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ORID Example

ORID Outcomes:

Interpretive

o Pros o Cons

“Lower dose and higher throughput are PRACTICAL things we can use to sell this technology to our admins.” “The risk is growing the equipment without being able to increase patient volume which puts you in financial hurt.” “This means we can reduce our lab staff… but they need additional training.”

Decisional

o “Need to assess how [concept] reduces long-term costs .”

o “We need to work together as a clinical community to gather data in a structured manner to prove efficacy of [technology].”

What [Company] needs to do is… • Give us better images that we can show to our

Physicians. Images speak a thousand words and can drum up support from clinicians.

• Focus on the economics with the ACA (bundled payments) and cost consciousness. Increasing throughput is needed to justify ROI.

• Demonstrate the technology is easily learned, cheaply maintained and has good up-time.

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Concept Testing



Moderated Focus Groups Facilitated Conversations

Mock Trials

Meth

odolo

gie

s

Objectives

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DEFINITION: o Structured debate in a “Trial” or

simulated Value Analysis Committee (VAC) format

o Roles are assigned to participants to represent a point-of-view or a stakeholder; or to develop an argument

Value: o Witness participants'

rationale o Identify unexpected

barriers and promoters o Observe which arguments

are most persuasive o Fun!

Limitations: o Best with diverse respondents o Significant logistical preparation

required o Requires multiple moderators

and scribes

Process: o Establish the ‘Case’ o Facilitated ‘Depositions’ o Select ‘lead attorneys’ o The ‘Trial’ o ‘Jury’ votes

Key Opinion Leader Workshop: Mock Trial

Technique: Mock Trial or (VAC) Simulation



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Official Agenda [Technology] Thought Leaders Date

7:45 AM Transportation to Hyatt Regency Westin Lobby 7:45 AM Continental Breakfast Hyatt Regency Union Room 8:05 AM Welcome Address: Name Hyatt Regency Union Room

Vice President & General Manager

8:15 AM Presentation #1 Name Hyatt Regency Union Room Vice Chair of Research

8:35 AM Presentation #2 Name Hyatt Regency Union Room Chief of Radiology, Your Favorite Hospital

8:55 AM Presentation #3 Name Hyatt Regency Union Room Uberscientist

9:10 AM Overview of morning sessions - collect of forms Name Hyatt Regency Union Room Phase A: clinical value and impact Phase B: creating the community of supporters

9:25 AM Break 9:35 AM Group 1: [technology concept] Robert Enzerink (TMTG) Hyatt Regency Room X

"mock trial: depositions"

9:35 AM Group 2: [technology concept] Christian Renaudin (TMTG) Hyatt Regency Room Y "mock trial: depositions"

11:20 AM Break

11:30 AM Joint session: [technology concept] Robert Enzerink / Christian Renaudin (TMTG) Hyatt Regency Union Room

"mock trial: each group compares views and defend perspectives"

12:30 PM Break and Working Lunch Hyatt Regency Union Room Phase B: creating the community of supporters

1:40 PM Break 1:50 PM Close Session: Conclusions and Take-aways Name Hyatt Regency Union Room

2:15 PM Closing Comments & Thank You Name Hyatt Regency Union Room 2:20 PM Break 2:30 PM Transportation to Innovation Center

3:00 PM Tour of Innovation Center Innovation Center

General Medical Center 6:00 PM Dinner at Hotel Westin

When What Who Where

Trial & Ruling (Voting)

Depositions

Background, speakers, presentations, ...

Recap

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Ballroom Layout

Breakout Rm 1

Breakout Rm 2

Screen

storage

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Morning Presentations & Mock Trial Participant Seating Chart

21 First Last

12 First Last

13 First Last

14 First Last

15 First Last

16 First Last

18 First Last

19 First Last 20 First Last

First Last 1

First Last 2

First Last 3

First Last 4

First Last 5

First Last 6

First Last 7

First Last 8

First Last 9

First Last 10

17 First Last

Clien

t Seating

Clien

t Seating

Client Seating

First Last 11 22 First Last

Client Seating

This side is Group 1

This side is Group 2

23 First Last

Room: Ballroom AB

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Mock Trial Depositions Participant Seating Chart

Room A Group 1 Seating Chart deposition

Room B Group 2 Seating Chart deposition

2. First Last

(moderator) ROBERT Enzerink

1

2

3

4

5 6

7

8

9

3. First Last

4. First Last

5. First Last

1. First Last 10

9. First Last

8. First Last

7. First Last

6. First Last

10. First Last

12. First Last

(moderator) CHRISTIAN Renaudin

11

12

13

14

15

17

18

19

13. First Last

14. First Last

15. First Last

11. First Last 20

19. First Last

18. First Last

17. First Last

20. First Last

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Technique: Mock Trial Example

Characteristics Moe Costello Abbott Larry Curly Total:

Integrity & Trustworthiness 50 25 75

Relationship, rather than Sales-oriented 30 30 25 85

Ongoing assistance to utilize equipment to its full capabilities and capacities

0

Sales Support & Training 30 30

Support after the Sale, Ongoing training & optimization 30 25 20 75

Innovation Culture 25 25 20 20 90

Willingness to accept critical feedback 15 15

Service Responsiveness 20 10 30

Easy to work with during purchasing process – time & ease 20 25 10

55

Clinical/Basic Research Support 30 30

R&D focus on clinical needs 10 10

Access to 'big data' for economic analysis 5 5

0

0

SUM: 100 100 100 100 100

40

0

1

2

3

4

1 2 3 4 5 6 7 8 9 10

Score (frequency)

Concept Ratings


Technique: Mock Trial Example

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KOL Workshop Review

TECHNIQUES/METHODOLOGIES

42





Concept Testing



Others…

Moderated Focus Groups ? Facilitated Conversations ?

Mock Trials ?

Meth

odolo

gie

s

Objectives

43


Why use a structured workshop format?

Participant Needs

o Efficient use of time

o Influence development of helpful solutions

o Be heard

o Learn something

o Develop new relationships

o Sense of accomplishment

o Have fun

Your Needs o Efficient use of time

o Uncover all potential futures/ideas, unmet needs, &/or desired outcomes

o Identify all important influences/influencers

o Everyone contributes

o Actions and/or decisions

o Develop relationships

o Sales (?)

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Keys to Success

Suggestions for a

Successful Workshop o Clear objectives

o Logistics: facility, equipment & supplies

o Proper methodologies selected

o Pre-work completed

o Materials prepared

o Professional moderation/facilitation

o Effectively manage time

o Confirm/validate conclusions

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 PH: + 1 530-792-8400 FX: + 1 530-792-8447

www.themarketechgroup.com

Europe / France 3 rue Emile Péhant

44000 Nantes PH: +33 (0)2 72 01 00 80 FX: +33 (0)2 40 48 29 40

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how to get the most out of your key opinion leader events

Healthcare