building a marketing strategy for your ophthalmic … · building a marketing strategy for your...
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![Page 1: BUILDING A MARKETING STRATEGY FOR YOUR OPHTHALMIC … · building a marketing strategy for your ophthalmic drug erin parsons president/founder. kol engagement one of the most important](https://reader033.vdocuments.site/reader033/viewer/2022060418/5f159c761165ec03b66fbdd9/html5/thumbnails/1.jpg)
KOL EDUCATION AND DEVELOPMENT
BUILDING A MARKETING STRATEGY FOR YOUR
OPHTHALMIC DRUG
ERIN PARSONS
PRESIDENT/FOUNDER
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KOL ENGAGEMENT
ONE OF THE MOST IMPORTANT PARTS OF
BUILDING A MARKETING STRATEGY FOR YOUR
OPHTHALMIC DRUG
ERIN PARSONS
PRESIDENT/FOUNDER
![Page 3: BUILDING A MARKETING STRATEGY FOR YOUR OPHTHALMIC … · building a marketing strategy for your ophthalmic drug erin parsons president/founder. kol engagement one of the most important](https://reader033.vdocuments.site/reader033/viewer/2022060418/5f159c761165ec03b66fbdd9/html5/thumbnails/3.jpg)
The WHO, WHAT, WHEN, WHY,
WHERE, and HOW of
KOL ENGAGEMENT
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Different types
of KOLs
Restricted HCP
access
New era of
Transparency
A NEW LANDSCAPE…
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WHAT?
…IS A KOL ENGAGEMENT PLAN?
• STRATEGIC
• MULTI-FACETED
• LONG-TERM
• BI-DIRECTIONAL
• SCALABLE
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Facilitate product
awareness, adoption,
& advocacy
Help create,
assess, & refine
strategy
Support the creation of credible
and persuasive medical &
promotional content
Guide new
product
development
Have a trusted, reliable customer
voice that can be accessed real-
time for feedback and advice
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WHEN?
Discovery
Identify
Targets and
CompoundsEstablish
Activity
Select
Clinical
Candidates
Test Safety
Clinical
Trials I-III
Product
LaunchProduct
Acceptance
Lifecycle
Management
KOLs are integral from DISCOVERY to DEVELOPMENT to
LATE-STAGE GROWTH
Development
Product Lifecycle
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CONFIDENTIAL
WHO?
KEY
OPINION
LEADERS
Patient
Advocates
Rising
Stars
Association
Leadership
Managed Care; PBMs,
Health Care
Plans
Allied
Health
Care
Digital/
Social
Media
Influencers
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INTERNAL
INVOLVEMENT
SOCIOMETRIC
SURVEYSINFLUENCERS
BIBLIOMETRIC
RESEARCH
PRESENTATION
LEADERS
EXTERNAL
INVOLVEMENT
PASSION
PROFILE
HOW?
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Speaker
Programs
Virtual
Education
EDUCATION
GUIDANCE
Publication
Committee
Advisory
BoardsWHERE?
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TIPS FOR SUCCESSFUL KOL
ENGAGEMENT
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Be TRANSPARENT
and HONEST
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Find COMMON GOALS
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Welcome
CONSTRUCTIVE FEEDBACK
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KOLs are PEOPLE too
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THANK YOU
ERIN PARSONSPRESIDENT/FOUNDER