Bharatbook.com PharmaceuticalOpinionLeaderManagement:CultivatingToday'sInfluentialPhysicians(PH109)

Pharmaceutical Opinion Leader Management: Cultivating Today's Influential Physicians for Tomorrow (PH109)

Pharmaceutical Opinion Leader Management includes detailed strategies for identifying, recruiting, building and maintaining thought leader relationships. The study guides opinion leader management executives with best practices for physicians in all tiers, including local, regional, national and global influencers.

Backed with real-world metrics from more than 40 companies, this study is the perfect guide for :

1) Setting thought leader management and MSL program budgets and headcounts
2) Identifying and segmenting opinion leader candidates by tier
3) Building thought leader relationships through new opportunities
4) Tracking the number of KOL relationships already established
5) Documenting KOL activities

Study participants included vice presidents and directors of medical affairs, product directors and managers, marketing
consultants, thought leader development managers and MSL team leaders. The fair-market value benchmarks contained
in this study are aggregate data collected directly from executives at participating companies.

Methodology :

Analysts developed the information upon which this study is based through both primary and secondary sources. We
process for collecting and analyzing information encompasses two distinct tools: quantitative surveys and qualitative
interviews. Both tools are necessary for understanding not only the hard metrics included in this study, but also the
reasoning behind the metrics. We aim to answer why some companies spend more than others.

Analysts began developing the quantitative survey tool by working closely with pharmaceutical industry executives. These
executives proved to be invaluable resources, guiding the survey design team to ask more specific questions than in
reports 2006 survey on thought leader fair-market value. By taking the initial survey from the 2006 study, analysts were
able to build upon its solid foundation and expand it to include more detailed and refined data segments.

Metrics Overview :

The following is a list of metrics included in Pharmaceutical Opinion Leader Management. It summarizes the main
categories and types of data in the report.
Typical organizational structures
Thought leader management groups
By company size
MSL programs
Reporting relationships
Dedicated vs. non-dedicated
By company size
Average staff sizes
Thought leader management groups
By company size
MSL programs
MSL staffing patterns (2004-2007)
By company size
Average budgets
Thought leader management groups
US budgets
Rest-of-World budgets
By company size
Spending per activity
Identifying thought leader candidates
Recruiting thought leaders

Table of Contents :

From Development To Commercialization: Early-Stage Activities :

In the early stages of product development, thought leader activities are typically science-oriented, and the thought leaders
will often serve as advisors to the product team. At Company 13, the business development and the new product
development groups work together to develop a new product. New product development performs its own market
research for potential products and calls on thought leaders to help identify true market needs. The department hosts
meetings where pipeline products are discussed, and thought leaders are invited to suggest products or types of products
they would like to see developed.

Tier 2 Thought Leader Profile :

Tier 2 thought leaders lag noticeably behind their top-tier counterparts in the frequency of their high-profile activities;
however, Tier 2 thought leaders maintain a professional presence through still-frequent speeches and publications.

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