1. KOLs: Who Are They, Where Are They, & How Do You Find Them? Marc Engelsgjerd, MD 19 March 2012 2012 SLA PHTD Spring Meeting Research

2. 2 Agenda KOLs - The Who KOLs – The Where KOLs – The How KOLs – The Pitfalls

3. 3 Key Opinion Leaders (KOLs): The Who Bureau of Applied Social Research, Columbia University Paul Lazarsfeld, PhD 1901-1976 Elihu Katz, PhD 1926-

4. 4 KOLs: The Who (2) Paul Lazarsfeld, Bernard Berelson, & Hazel Gaudet, The People's Choice (1944)

5. 5 KOLs: The Who (3) 1.Who one is 2.What one knows 3.Whom one knows Elihu Katz & Paul Lazarsfeld, Personal Influence (1955)

6. 6 Agenda KOLs – The Who KOLs – The Where KOLs – The How KOLs – The Pitfalls

7. 7 Specific biopharma KOL profile depends on context Academic luminaries Community practitioners Basic scientists Other healthcare providers (NPs, RNs, etc.) Pharmacists Patients Regulators Consultants Economists KOLs: The Where

8. 8 Agenda KOLs – The Who KOLs – The Where KOLs – The How KOLs – The Pitfalls

9. 9 1.What am I looking for? Have I adequately defined the specific attributes of the expert(s) that can best serve my needs? 2. Have I found it? Are the experts I have identified truly a good fit for my needs? KOLs – The How

10. 10 KOLs can be found in a variety of ways, ranging from the very informal (and inexpensive) to the very structured (and potentially very expensive). These include: KOL identification/tracking firms In-house literature searches Expert Networks Personal networks Word of mouth KOLs – The How (2)

11. 11 KOL identification/tracking firms Increasingly sophisticated methods go beyond standard PubMed searching Natural language processing to maximize relevance Authorship position distinctions May allow longitudinal tracking of sentiment Hard to overcome publication bias May not facilitate actual contact with KOL Can be expensive KOLs – The How (3)

12. 12 In-house literature searches Rapid turnaround Inexpensive Requires bandwidth and expertise Hard to overcome publication bias KOLs – The How (4)

13. 13 Expert Networks Rapid turnaround Many provide turnkey services, including conference call hosting & scheduling, payment services, etc. Third party arrangement may mitigate some compliance risks Rely, in part, on self-reported expertise Ranking algorithms may reward promiscuity and lead to commoditization KOLs – The How (5)

14. 14 Personal Networks/Word of Mouth Rapid turnaround Inexpensive By definition, limited in scope Possibly subject to a variety of biases KOLs – The How (6)

15. 15 Agenda KOLs – The Who KOLs – The Where KOLs- The How KOLs – The Pitfalls

16. 16 Rigorous assessment of expertise can be difficult if not practically impossible in some cases. KOLs – The Pitfalls Dr. Myron L. Fox

17. 17 Experts may have a valuable perspective to share, but if they tell everyone, the impact is reduced. KOLs – The Pitfalls (2)

18. 18 Being a KOL can be lucrativesometimes obscenely so and this incentive, along with the desire to raise ones professional profile, can distort objectivity. KOLs – The Pitfalls (3)

19. 19 Financial (or other) incentives may lead to ethical lapses and, in certain cases, jail time. KOLs – The Pitfalls (4) Yves Benhamou, MD Chip Skowron, MD

20. Marc Engelsgjerd, MD Wolters Kluwer inThought phone: 917.699.3619 email: marc.engelsgjerd@wolterskluwer.commarc.engelsgjerd@wolterskluwer.com Thank You