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DELVING INTO THE WORLD OF KEY OPINION LEADERS

A Key Opinion Leader (or more commonly “KOL”) is an influential physician or researcher who is highly reputed in their field of medical expertise. They act as a strong independent voice that is committed to improving patient health and well-being. The history of KOL originates from influential studies in the 1940s by a communications theorist Paul Lazarsfeld, who was sceptical about how much the mass media directly shaped the publics views. He and his colleagues established that in some areas, people changed their views and preferences more because of trusted figures in their networks or “opinion leaders” compared to other forces such as advertising (study contracted by Pfizer and published as a book ‘Medical innovation: a diffusion study’). And now, the term KOL has taken up residence in medicine and is well known within the pharmaceutical industry. Their experience and understanding of what treatments will benefit patients the most, make them a valuable resource to pharmaceutical organisations, right from research to market access.


The mind map below is a visual representation of information about the KOL’s world:






Red branch: Traits

Today’s KOLs are more open to experimenting with new modes of contact and reaching out. Several of them are active on digital networking platforms and have an extended circle of influence that crosses geographical borders. A common trait that a KOL will possess is a commitment to improving patient well-being, and many are also research-oriented.


Orange branch: Motivators

KOLs value early access to path-breaking therapies through associations with pharmaceutical organisations, and hope that these partnerships lead to better healthcare outcomes. Many look forward to speaking and publishing opportunities in which they can provide insights into effective treatment approaches. Awards, participation in clinical trials and academic research, and memberships of prestigious societies are also of high value to them. Lastly, a key motivator for a KOL is to be recognised as a “key” opinion/thought leader.


Pink branch: Challenges

Every pharmaceutical organisation, at some point, faces challenges with KOL engagement that can be pivotal to its reputation. One of the key challenges can be gaining the trust of the KOLs. This can be further broken down into regulatory matters such as safety and quality of the medicines, compliance and accountability. Hence a majority of KOLs consider maintaining relations with multiple pharmaceutical organisations, a delicate affair. Another important challenge can be time engagement.


Light green branch: Entities

Although KOLs are generally perceived to be expert medical practitioners, the term has evolved to get the non-clinical entities on board that influence prescriptions and patient outcomes. These include scientists/researchers, nurses, patient advocacy groups, pharmacists and also the payer (patient).


Purple branch: Areas of interest

KOLs interests range from clinical trials, practice, and membership of advisory boards to speaker programs and academic publications. Also, while a KOL may not have exceptional influential power, he/she may be a ‘Bridge Builder/Rising Star’ by virtue of maintaining critical connections to other influential KOLs.


Blue branch: Expectations

KOLs thrive on being recognised for their valuable contribution in creating path-breaking medicines. To reinforce its commitment to genuine collaboration with KOLs, pharmaceutical organisations must regularly seek their feedback. Some of the critical expectations in a KOL’s mind would be transparency, and research and clinical trials assistance. Others include continuous engagement and commitment towards patient care. Lastly, but most importantly, value-adding interactions with MSLs and meaningful partnerships with the pharmaceutical organisation’s stakeholders.


Green branch: Roles

A KOL can have a plethora of roles, but some that lie between the cross-paths of pharmaceutical organisations, include research diseases and develop new therapies and treatment algorithms. A classic role of a KOL is to be an influencer to advocate treatments and to be involved directly or provide assistance in formulating healthcare policies and guidelines.

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