Kol program management and marketing functional trans genomics
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Dr. Demet (Dee) Sag outlines a program for the identification, management, and collaboration with Key Opinion Leaders (KOLs) to enhance marketing and business development in functional transgenomics. The document emphasizes strategic KOL profiling, the use of technology for KOL management, and the incorporation of KOL input throughout the product lifecycle to align with clinical practices and therapeutic guidelines. It also details effective communication strategies and the importance of establishing long-term relationships with KOLs to drive innovation and market expansion.
Kol program management and marketing functional trans genomics
- 1. Dr. Dee (Demet) Sag Key Opinion Leader /Thought Leader Program & Management for Marketing and Business Development Functional TransGenomics Dr. Demet (Dee) Sag1
- 2. Key Opinion Leader (KOL) Program and Marketing Agenda Functional TransGenomics Dr. Demet (Dee) Sag • KOL Identification, • Leader Choice for the Task, • KOL Network and Workshops • Organizing a KOL Program, • KOL Management, • KOL Reimbursement • Marketing and Business Development 2
- 3. Identifying KOLs and their interest to work together Functional TransGenomics Dr. Demet (Dee) Sag • How would you find the KOL? Who are they? • What is their leadership style? • How would you position the method/gain interest by KOL? • What strategy would you use? • What would you propose (i.e. feasibility studies, for-fee service projects, publication/white paper)? • How would you identify their needs? Prioritize their interests? And/or select the KOLs to move forward with? • Why do you think the method would be useful (i.e. competitive advantages) , and what are some opportunities for improvement? 3
- 4. Identification based on Expertise in Given Geography Functional TransGenomics Dr. Demet (Dee) Sag Global National Regional KOL networks Technology and Applications Dx, CDx, Pharma Regulations 4
- 5. KOL Profiling and Management Importance Functional TransGenomics Dr. Demet (Dee) Sag • Rating as Influencer by others is considered most important criteria for KOL Profiling • Continuum thought leader from a discovery or development to the market entry is the key since they provide a compass guiding market expansion and education • Start early with thought leader education and services • Thought leaders are the bellwethers of market direction. • They help companies understand where therapeutic guidelines/ practices are headed • They influence how practicing physicians respond to new therapies. • Not surprisingly data showed that the largest response groups signaled Phase II as the most kicked to most thought leader services. • Some companies with robust pipelines and deep-standing commitment to their therapeutic areas start thought leader services as early as pre-clinical research phases. 5
- 6. Best Strategy is Develop a KOL Program Functional TransGenomics Dr. Demet (Dee) Sag Have you defined what KOL means? Do you use technology to manage KOL interactions? Do you have a team dedicated to KOL management? Are you willing to generate genuinely collaborative approach?Have you defined a long term KOL strategy through the product life cycle? Have you considered a KOL network, not just the individual? Have you conducted targeted KOL mapping? 6
- 7. How would you position the method/gain interest by the KOLs? Functional TransGenomics Dr. Demet (Dee) Sag Communicate with the targeted KOLs in person, academia-industry, physician, patients, researcher, payer Publication, white paper, report, education needs, Start early and keep it long term, clinical trials, product cycle management Workshops Health Outcomes 7
- 8. Functional TransGenomics Dr. Demet (Dee) Sag Show 1. Public Health Impact 2. Investors Pay for the Invention Healthcare pressure : BENEFIT-RISK Technology Pressure: INNOVATION Economics Pressure: BENEFIT-COST Value Proposition and Pressure Points 8
- 9. • KOLs are usually Important doctor, physician, and members of the medical community is very important who influence clinical practices, yet market and industry influencers and smart partnering add value • Life Science organization must keep peer-to-peer relationship with KOLs • KOL and business function interactions management is the key from early to late stages from marketing to medical affairs for future products and market expansion • Develop individualized business discipline and management of KOLs • Insure there is a “match” between the “human experience” and task relevant data for product life management • KOL Management and CRM enable are important but complex Who is Key Opinion Leader (KOL)? Functional TransGenomics Dr. Demet (Dee) Sag 9
- 10. Functional TransGenomics Dr. Demet (Dee) Sag Continuous: Clinical Diagnostics and Life Cycle Clinical Trials KOL Reimbursement and Adoption (Insurance) Health Economics Technology Regulation, FDA approval Market KOL 10
- 11. Full Scale KOL program from Origin to Customer Functional TransGenomics Dr. Demet (Dee) Sag Patients Physician Laboratory Healthcare Early correct detection Meaningful Ease of use Cost effective Treatment Timely Result Reliable Clinical evidence 11
- 12. How would you identify their needs, prioritize their interests, and/or select the KOLs to move forward with? Functional TransGenomics Dr. Demet (Dee) Sag • Have a KOL Program • Use CRM and Networking • Stakeholders interest • Identify new bloomers and established KOLs • Due Diligence, analyze patents, IP • Timeline, Compare and contrast current and future goals • Be transparent for fees, payments • Engage them with a TEAM work is the key • Communication, marketing pitch • Face to face visits at work places the most effective 100%, outside the workplace (67%) • Professional meetings, conferences (67%) • Phone (22%) • E-mails (11%) 12
- 13. • The market: Established or creating bridge between related markets • Established market: reaching out “prestige” leaders is important strategy for a high impact • Bridge Market: Mixed of both budding and established KOLs • Pairing of common indications, • diseases with a potential to fulfill many goals: from patent life extension, to off label use considerations, to sales expansion, ex: diabetes and obesity • Bridge the gap between the therapeutic or diagnostic areas is paramount • Publication and patent information • Citation information for each KOL, • Disambiguated authors, author position, publication date, with hierarchically arranged therapeutic area, indication, and drug terms • KOL alignment: Established vs. New KOL=> both needed • Established, contribute with wealth of information, tactical for regulatory approvals with their influence in the field, takes time 9 months, higher fee, high influence, target for many companies • Budding KOL, may present “novel” approaches/protocols to escape obstacles, protocol design / new methods, tandem relation for a long time with the product life time, • Clinical trials information for each KOL • Geography: Country of residence, regional, local KOLs with cultural, demographic and practices. • Competitor? • DATABASE: Detailed information and database with proper consent based on rules and regulations. “DEEP DIVE”: analyze carefully with good metrics before reaching out Optimal KOL Identification and Selection Functional TransGenomics Dr. Demet (Dee) Sag 13
- 14. • Great Man theory: • “born” charismatic personal traits • Trait theory: • Combines Great man theory+ Personality traits (abilities & motivators) • Behavioral Theories: “actions” 1. Ohio State (independent dimensions- initiating structure and consideration) , 2. Michigan State Studies (performance effectiveness employee vs production oriented), 3. Managerial Grid (concern for people & concern for production) • Contingency & Situational Theories: Includes personal, personality and environment/ geography • Fiedler Model- Contingency Model - First identify and score, then define the situation and match leaders to situations • Task oriented (low LPC) • relationship oriented (high LPC) • socio-independent leader (middle LPC) who doesn’t care how others view or concerned, self- directed. • House’s Path Goal: “assist” followers towards the goal • Leader Participation Model: “relation” between leader behavior and group members with task • Directive, supportive, participative, achievement leader types • Hersey and Blanchard’s Situational Theory: “readiness” with willingness & ability of followers • Cognitive Resource Theory: Includes “stress” since influences situation and intelligence, and experience decreases the effects of stress on the leader. • Yroom & Yetton’s Leader Participation Model: determine set of rules to determine the form and amount of participative decision making in different situations • W.J. Reddin’s 3D management Theory: relationship, task, and effectiveness KOL Leadership Types and Theories Functional TransGenomics Dr. Demet (Dee) Sag 14
- 15. communicate Feasibility studies Publication, white paper Marketing Sponsor Peer to peer interactions Workshops Services Team work Feel the teamwork Include and clear messages What strategy would you use/ What would you propose? Functional TransGenomics Dr. Demet (Dee) Sag 15
- 16. Plan KOL Interaction Functional TransGenomics Dr. Demet (Dee) Sag • Identify competition • Collaborations • Feasibility • Cost-benefit • Influencers, Analyze KOL • Establish workshops • Provide ground round lectures • Organize hands on events • Invite to give talk on behalf of the company • Strategize Publication • Payers education Communicate, communicate & Create Long Term Relationship 16
- 17. Feasibility Analysis: The Key for Marketing Functional TransGenomics Dr. Demet (Dee) Sag • Acceptability • Demand • Implementation • Practicality • Adaptation • Integration • Expansion • Limited-efficacy testing 17
- 18. What Strategy would you use? What would you propose? (feasibility, fee-for-service projects, publication/white paper) Functional TransGenomics Dr. Demet (Dee) Sag Initiate • Small project • Collaborations Sponsor • Grants • Postdocs research physicians Team work • Publish • Present at workshops, events, meetings Expand • New Projects • Present 18
- 19. Fee for Service Functional TransGenomics Dr. Demet (Dee) Sag Apply specialized testing or other services within the college, health system company etc., and utilize A Fee-for-service Agreement. These projects differ from Contract Research Projects in 3 basic ways: • The service is an application of established methods and techniques that are routinely performed • The service does not involve any expert analysis or discretionary judgement • Check for intellectual property or new knowledge is anticipated to result from this activity or service 19
- 20. Value: Capturing Information Early and Strategize Functional TransGenomics Dr. Demet (Dee) Sag • Capture snapshot of the milieu • Effectiveness of a treatment regimen • Monitor progression • Reduce cost, healthcare outcomes • Save time and Assess early 20
- 21. 10 Steps to Excellence: Key Themes for Market Education Functional TransGenomics Dr. Demet (Dee) Sag The best practices for educating and shaping the market for new product identified by brand, medical, and market education leaders in 10 steps: 1. Develop integrated continuous thought leader strategies 2. Manage clinical trials to win highly regarded investigators and TLs 3. Data disclosures inform medical community of YOUR progress and commitment 4. Communicate clinical science through journals and congresses 5. Use multichannel Med Ed to inform healthcare providers 6. Inform patients thru education and advocacy group collaborations 7. Start payer education early, focus on cost and health outcomes 8. Use PR & new technologies for leveraged reach to patients, physicians, and payers 9. Orchestrate Med Ed timing to reach right constituencies at right times 10. Allocate Market Ed mix to reflect TA and competitive landscape Expert Opinion from a Sn VP of Marketing: “ .. It’s going to boil down to being able to actually identify by individual customer what channel they want information from and how you are going to reach them most efficiently, and almost going through a decision tree that looks at effectiveness and cost… “ 21
- 22. 30-60-90 Day Plan from KOL Management to Marketing for Sales Functional TransGenomics Dr. Demet (Dee) Sag 22 30 Day 60 Day 90 Days Process: Learn about the company and make clear goal as a team, Process, Products, Tools, and Industry. Ramp up and understand the current applications, pitches, accounts, technology, environment, interactions. Tools: Utilize CRM . Create the local and close meetings as well as target couple national meetings to attend. Industry: Outline the commitment plan Create an agreement, Initiate KOL program, Identify KOLs fit to goals Products: Personalized meetings with each key member and understand their practices, roles and goals. Review pitches, e-mails, and call scripts. Industry: Complete initial connections and meetings with stakeholders. Commit to a meeting/ workshop. Products: Master the pitch and have the list. Know the pricing and discounts and leveraging for mutual collaborations in industry and academia. Have an actionable, focused and executable plan within the budget and timelines - Validate and confirm opportunities and close initial deals with the management. Strategize the KOL interaction and order Tools: Create a communication and CRM system. Learn who is the current accounts. Track the actions and initial KOLs. Opt to meet hem in person or at least with webcam. Process: Have 1 on 1 with the team for pipeline development and management, understand how to drive sequence of events, how my services differentiate the company goals, learn how to work with partners, clear on how the team recognize a real opportunity and how to move the deal forward. Industry/Client: Fully engaged with the actions with advocacy groups, public health department, community hospitals, and customers at CROs, pharma and biotech Process: Create 1on1 meetings on deal level and skills focused coaching, understand the forecast and management, know how the company negotiates, recognize the red flags during the sale/ process. Products: Engage KOLs, organize events for patient, healthcare, lab, and scientific community Improve consented patient involvement for the targeted disease profile and expand the regions through ground rounds, patient oriented events, and advocacy/non-profit organization supports. Tools: Customize the tools and CRM. Create mutually agreed milestones from initiation to closing deals as a team.
- 23. Precision Medicine Functional TransGenomics Dr. Demet (Dee) Sag Integration of data • Exosome • Epigenome • Microbiome • Metabolome • Proteome • Transcriptome • Genome • Imaging • Biosensors • Social graph Evolution of drug discovery and integration: 1. early define disease modality, unrevealing system biology, and 2. translational discovery POC, POM, optimization Evolution of Patient Care: 1. Symptom based- Institution Medicine 2. Cohort based- Evidence based medicine 3. Algorithm based- Precision medicine The end of pharma versus diagnostics: - Bio-specimen • body fluid, • biopsy (tissue), • ex vivo (cells), • in vivo (cells) - Bio-simulations: Predictive and modeling - Single cell assessments - Multi-parameter technologies Full scale integration patient, healthcare, lab, payer
- 24. Precision Medicine Functional TransGenomics Dr. Demet (Dee) Sag