Designing Effective Key Opinion Leader Programs

January 1st, 2018

Summary

Many B2B healthcare organizations’ key opinion leader (KOL) programs suffer from a singular focus on encouraging product uptake post-launch. Focusing exclusively on this area, while beneficial to reaching short-term organizational product objectives, often causes other challenges (e.g., duplication of effort, suboptimal KOL engagement, wasted budget resources). In this report, we describe a four-stage process for designing a best-in-class KOL program that spans the product development lifecycle. Managers who follow this process across all program families (market intelligence, reputation, sales enablement, and demand creation) can deliver maximum value for their KOL programs.

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