We all need heroes - people who can champion our cause - helping the world to understand our rationale and get behind our position. In the field of medicine these individuals are identified as key opinion leaders (KOLs) and they champion and/or are early adopters of new treatments or procedures. But who should you ask to raise awareness of clinical trial outcomes and new treatment options? The dynamics of the KOL landscape are constantly changing and evolving. New names come onto the scene, familiar names retire and fresh alliances are formed. Our key opinion leader identification and profiling process detailed in our latest Insider's Insight keeps you responsive to change and able to adapt throughout the lifecycle of your project [1]. Our process discusses ways to ensure a search for key opinion leaders (KOLs) and thought leaders yields the best candidates capable of helping you achieve your strategic objectives,. We conclude that you need to carefully define several criteria, both about the leaders themselves and about your objectives.
Here’s six aspects you need to consider:
Clear Definition of Strategic Objectives
- Why you need KOLs/Thought Leaders: Identify the specific goals that you want the thought leaders to help you achieve. For example, is it to endorse a new product, drive awareness in a specific medical area, or provide credibility for clinical trials?
- Target audience: Understand which segments (clinicians, policymakers, patients, etc.) need to be influenced or engaged. The right leaders should be well-respected within the target audience.
- Desired outcomes: Be clear on the measurable outcomes you want from engaging these leaders (e.g., increased brand trust, engagement at conferences, publication support).
Relevant Expertise and Specialisation
- Field-specific expertise: KOLs need to have deep knowledge and experience in the clinical area or therapeutic field relevant to your goals. For example, if your focus is oncology, the KOLs should be recognized experts in this field.
- Publication and research history: Evaluate the relevance of their academic and clinical contributions, such as publications, clinical trials, and research in the field.
- Practical experience: Besides academic credibility, you may want leaders who are also clinicians actively treating patients, which could lend practical insights into treatment applications and patient care strategies.
Credibility and Influence
- Peer recognition: KOLs should have a reputation of being influential in their field, demonstrated by their roles in medical societies, advisory boards, or editorial positions in prominent journals.
- Publication impact: Check citation metrics like H-index, number of citations, and publication in high-impact journals to assess how impactful their work is.
- Speaking and conference involvement: Look at their involvement as speakers at key conferences or as panelists in high-level discussions, as this reflects their leadership and credibility.
Communication Skills and Accessibility
- Clarity and engagement: Beyond expertise, thought leaders must be strong communicators who can effectively share insights with both professional and lay audiences.
- Media presence: Assess their visibility in traditional media (interviews, opinion pieces) or new media (social media presence, blogs). Thought leaders who are engaged in various communication channels can amplify your reach.
- Willingness to engage: Consider whether the KOL is accessible and open to collaborating with your organisation, attending events, or contributing content.
Geographical Reach and Market Influence
- Global vs. local influence: Depending on your goals, you may need KOLs who are recognised at the international level or thought leaders who have more influence in specific regions or markets.
- Patient or practitioner reach: Assess their influence on specific stakeholder groups, such as other healthcare professionals, patients, or regulatory bodies, to determine if they can effectively support your strategic outreach.
Alignment with Ethical and Professional Standards
- Conflict of interest: Ensure there are no potential conflicts of interest that could compromise their credibility or relationship with your organisation.
- Ethical reputation: Thought leaders should uphold a reputation of integrity and professionalism, aligning with your organisation’s values and ethical guidelines.
Collaborative Experience
- Past industry partnerships: Evaluate whether they have collaborated with organisations in the past, their ability to maintain objectivity, and how well they align with your organisational goals.
- Advisory roles: Consider their experience in advisory boards or key strategic roles in the medical community, where they’ve demonstrated leadership in decision-making processes.
By refining your search with these considerations in mind, you’ll be better positioned to identify KOLs and thought leaders who are aligned with your strategic needs and who can effectively enhance your efforts in research, advocacy, or market engagement. Try to identify how your goals and requirements will change as the years pass and how that may be reflected in your KOL requirements. In planning for the future pay particular attention to the identification of ‘Rising Stars’ so-called as they are at the early stages of their career but have been identified as highly likely to develop to influence their peers (younger doctors) now and in the future.
