The logical starting point for your opinion leader programmes is the identification and profiling of the opinion leaders in your therapy area, whether that is a national, European, or global market.
Kendle Healthcare provides tailor-made profiling of opinion leaders to help you select speakers, investigators and advisors. Using our Censeotm process we can identify and rank leaders in main therapeutic areas or in niche areas; can identify who are the most prolific researchers or the people giving the major presentations; and we can track the major trends in your therapy area and tell you who is leading the research. We can also identify the “rising stars”; the next generation of opinion leaders.
The listings are updated on a time scale that meets your needs and the degree of change in your therapeutic area whether that is annually or even, in the case of one client, monthly.
As these listings are valuable for clinical and marketing, costs can often be shared across cost centres.
Opinion leader intelligence can be provided in a format that will allow easy assimilation into your company databases or it can be made available in Kendle Healthcare’s intuitive web-based database, Censeotm.
Our approach and practices comply with Data Protection legislation.
Opinion leader auditsWe perform audits of a company’s opinion leader involvement. This can be at a brand level looking at:
On the basis of this we make recommendations about the mix of opinion leaders and about what activities the brand team should consider.
We also perform enterprise wide audits looking at the company’s processes for working with opinion leaders; and importantly how compliant they are with internal regulations and external legislation.
Strategic consultancy to devise opinion leader programmes
Successful opinion leader development programmes don’t just happen, they have to be planned. Kendle Healthcare can help devise effective opinion leader programmes. As well as ensuring that your programmes develop advocates and build effective working relationships with influencers, they can also help:
Kendle Healthcare’s expertise can help with the selection of which opinion leaders to involve in research, in an advisory capacity, and subsequently in speaking and other marketing activities. This should be done systematically. Investment in these activities can be enormous and it is essential therefore that those who are recruited to be involved in these activities have the necessary experience, expertise and credibility.
This selection will also need to take into account the personal attributes and aspirations of each opinion leader. Are they good speakers; willing to talk to the media; are they prepared to travel to give talks etc.
The planning should ensure that the right support is available for the product when needed. This means selecting opinion leaders for both the needs at the time and for the future. For example at Phase I as well as identifying and involving opinion leaders with the right attributes for the immediate needs, the forward looking brand team should be thinking about identifying and developing relationships with those who have the potential to become the product communicators later on.
Implementation of opinion leader development programmes and mobilisation of advocates
Kendle Healthcare has extensive experience working with opinion leaders to achieve the best delivery of
Our programmes are planned to provide advice and support, and implementation. At the same time we ensure that the opinion leaders form strong working relationships with our clients not simply with us.
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