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Engaging with KOL online
The document discusses the engagement strategies with Key Opinion Leaders (KOLs) and Key Online Influencers (KOIs) to enhance message reach and foster relationships. It emphasizes the importance of identifying and understanding the online presence and preferences of these influencers, while also providing insights into effective training and support for collaboration. Companies like Boehringer Ingelheim are mentioned as examples of successful engagement through social media interactions.
Engaging with KOL online
- 1. Engaging with KOL Online AlexandraFulford @Pharmaguapa
- 2. What is aKOL and a KOI? Key Opinion Leader © 2013 ZS Associates Key Online Influencer −2− Engaging with KOL_SMI_V1
- 3. We get valuefrom KOLs today already …. why bother with digital? © 2013 ZS Associates −3− Engaging with KOL_SMI_V1
- 4. The simple answer– extend the reach of your message © 2013 ZS Associates −4− Engaging with KOL_SMI_V1
- 5. But there areother benefits – such as insight generation ….. © 2013 ZS Associates −5− Engaging with KOL_SMI_V1
- 6. … and relationshipbuilding © 2013 ZS Associates −6− Engaging with KOL_SMI_V1
- 7. So what isin it for the KOL? © 2013 ZS Associates −7− Engaging with KOL_SMI_V1
- 8. The same simpleanswer – extend the reach of their message © 2013 ZS Associates −8− Engaging with KOL_SMI_V1
- 9. As well asbuild and secure their name online as well as offline © 2013 ZS Associates −9− Engaging with KOL_SMI_V1
- 10. They can alsouse it to build relationships © 2013 ZS Associates − 10 − Engaging with KOL_SMI_V1
- 11. Companies like BoehringerIngelheim are starting to do this © 2013 ZS Associates − 11 − Engaging with KOL_SMI_V1
- 12. They tweeted witha KOL around #COPD © 2013 ZS Associates − 12 − Engaging with KOL_SMI_V1
- 13. They publicised theevent through social media and bloggers picked up on it © 2013 ZS Associates − 13 − Engaging with KOL_SMI_V1
- 14. They set housekeepingrules at the start of the chat © 2013 ZS Associates − 14 − Engaging with KOL_SMI_V1
- 15. And then facilitatedthe discussion © 2013 ZS Associates − 15 − Engaging with KOL_SMI_V1
- 16. The result –an interesting discussion © 2013 ZS Associates − 16 − Engaging with KOL_SMI_V1
- 17. OK .. Sohow? © 2013 ZS Associates − 17 − Engaging with KOL_SMI_V1
- 18. The first stepis to identify individuals to engage with © 2013 ZS Associates − 18 − Engaging with KOL_SMI_V1
- 19. Select KOL risingstars - rather than dinosaurs • Less digitally inclined • Already at top of game with less to prove • Will retire soon • More interested in digital • Looking to increase influence • Future top tier KOL © 2013 ZS Associates − 19 − Engaging with KOL_SMI_V1
- 20. Gain a betterunderstanding of their online presence » Where ? » How active? » What do they share? Are they active online? » Where ? » How often? » Under what context? © 2013 ZS Associates − 20 − Engaging with KOL_SMI_V1
- 21. At the sametime identify KOI … © 2013 ZS Associates − 21 − Engaging with KOL_SMI_V1
- 22. … and understandtheir networks and preferences … 22 ZS Associates © 2013 − 22 − Engaging with KOL_SMI_V1
- 23. …and listen totheir needs © 2013 ZS Associates − 23 − Engaging with KOL_SMI_V1
- 24. Categorise and allocateyour selected KOL and KOI Journalists • Communications HCP • Medical Patients • Patient advocacy • Communications Level 1 – Beginner Level 2 - Experienced © 2013 ZS Associates − 24 − Engaging with KOL_SMI_V1
- 25. Set up training…. © 2013 ZS Associates − 25 − Engaging with KOL_SMI_V1
- 26. …as an extensionof traditional speaker training for example © 2013 ZS Associates − 26 − Engaging with KOL_SMI_V1
- 27. And ideally togetherat a single physical meeting © 2013 ZS Associates − 27 − Engaging with KOL_SMI_V1
- 28. Set clear parametersaround expectations and share a vision © 2013 ZS Associates − 28 − Engaging with KOL_SMI_V1
- 29. Provide support asneeded © 2013 ZS Associates − 29 − Engaging with KOL_SMI_V1
- 30. Develop material foryour online KOL and KOI © 2013 ZS Associates − 30 − Engaging with KOL_SMI_V1
- 31. Most importantly -invest time into the relationship © 2013 ZS Associates − 31 − Engaging with KOL_SMI_V1
- 32. Thank you –Questions? Alexandra Fulford [email protected] @pharmaguapa © 2013 ZS Associates − 32 − Engaging with KOL_SMI_V1