Real-Time Engagement with KOLs: A Changing Environment
Many pharmaceutical companies have yet to recognise the value of real-time engagement but traditional research and development processes are simply not adequate in today’s world. Customers and physicians expect and deserve more, according to Dr. Felix Jackson, founder of medDigital.
While the world of technology is ever evolving and the number of media platforms is ever on the increase, the importance of Key Opinion Leaders (KOLs) and their ability to sculpt a market remains firm. Drug manufacturers, therefore, need to adapt to modern methods in identifying and engaging KOLs. The proliferation of media channels has allowed for not only the expansion of the definition of a KOL, but has also given pharma access to relevant data in real-time, aiding the process of drug development and essentially helping doctors serve their patients better.
Collaboration is Key
One of the key changes digital has played a role in is the improvement of society’s ability to collaborate in real-time, says Dr. Jackson. “That change has influenced a fundamental shift in people’s expectations – especially when it comes to major events. The world expects pharma to be present as things occur, not to react two weeks later with a simple comment.”
“Pharma can see what’s occurring in the market quite effectively by conducting market research and holding advisory boards every quarter, but if it really wants to understand events as they unfold, and be in a position to actually change the environment, then it needs to move to a platform whereby it can connect day by day with experts, and patients who have taken part in trials.”
No doubt, in the eyes of the physician, this more frequent and accessible communication is viewed as quality customer support to the highest degree. But from the perspective of an innovative pharmaceutical firm, genuine insight and up to date expertise harvested in real time – either in relation to the commercial aspect of a drug campaign or for business decisions related to the trials’ end point – is crucial, opines Dr. Jackson. “Interaction of this nature every three to six months is simply not enough. These essential decisions should be reviewed at least every week and it is critical they are supported by groups of experts.”
“The landscape is too complex to determine the full impact of these decisions without constantly – and effortlessly – checking the direction and rationale with experts who have this external opinion and know-how.”
A strong relationship between the pharma industry and medics is essential for the development of new medicine, but close affiliation is often viewed in a negative light – unfortunately not without some justification.
“The digital world is revolutionising how people collaborate and this should also apply to healthcare.”
To combat some nefarious activity, the Physician Payments Sunshine Act in the US, which is due to come into full force this year, intends to lay down rules for providing stipends to healthcare practitioners, as well as disclosure requirements. Yet, because of damaging public perceptions, many may miss the positive side of collaboration, notes Dr. Jackson. “The healthcare industry is privy to some of the most fantastic innovation, and that innovation has to have a balance between the commercial and the clinical side. Now the digital world is revolutionising how people collaborate and this should also apply to healthcare.”
In order to become a voice that is heard and recognised, the pharma industry needs to become part of this collaboration in a more positive and transparent way as an equal partner working towards a common goal.
A Modern Approach
Like any new initiative or development, ‘going digital’ has its challenges, not least that of changing the mindsets of the drug manufacturers that would benefit from the platform in the long run, says Dr. Jackson. “Pharma is still observing many very archaic practices – reviews are conducted every quarter, and campaigns every six months, culminating in the main event, the product launch. This process is of course important but what happens in between these stages? At the moment, mid-campaign, these companies tend to disappear from view.”
But to stay in touch on an on-going basis, one of the main obstacles to overcome is the ability for these firms to approve content for publication in real-time, and that means a change between the regulators, the medical reviewers and the teams who need the content reviewed.
According to Dr. Jackson, “I want to introduce a new concept that involves creating social media representatives that have the ability to use their own judgement on social media platforms – just like a rep does in a hospital – to do the administrative and the personal activities without having to get every single comment approved. Of course, any key content like a drug approval or a new clinical trial, should be approved first as it is relatively high risk content.”
“Healthcare professionals and patients expect conversations to happen in real-time.”
Dr. Jackson gives the example of Boehringer Ingelheim who has a corporate Twitter feed up and running that is managed all day, every day. The German firm is utilising the full scope of the social media tool by having a person appointed to monitoring this feed, constantly engaged with contributors and customers. Not only does this frequency and ease of communication build up the reputation of the company but the interaction is also central to gathering insight and sharing information, all of which contributes towards better drug development. This source of data can be lost if a firm is not engaging their digital platforms effectively, maintains Dr. Jackson. “When anyone gets in touch with a company they assume that they will have a reply within a day or so, not a week, or longer.”
“Pharma might think this is satisfactory as they are a manufacturer of drugs and not a service but I don’t think it is anymore. Healthcare professionals and patients expect conversations to happen in real-time.”
Felix Jackson will be discussing KOL & Stakeholder engagement at this year's eyeforpharma Barcelona. For more information on his presentation or to find out who else will be speaking visit the official website.