Subscribe: Comments on Pharma Marketing Blog: The New KOL: Your Local Community Doctor
http://pharmamkting.blogspot.com/feeds/3729715695244999341/comments/default
Added By: Feedage Forager Feedage Grade B rated
Language: English
Tags:
community  expert  find  john points  kols  marian  media  online community  online  pharma  physicians  points physicians  relations 
Rate this Feed
Rate this feedRate this feedRate this feedRate this feedRate this feed
Rate this feed 1 starRate this feed 2 starRate this feed 3 starRate this feed 4 starRate this feed 5 star

Comments (0)

Feed Details and Statistics Feed Statistics
Preview: Comments on Pharma Marketing Blog: The New KOL: Your Local Community Doctor

Comments on Pharma Marketing Blog: The New KOL: Your Local Community Doctor





Updated: 2018-04-20T21:25:55.657-04:00

 



As John points out, the physicians who have tradit...

2010-05-03T17:20:24.626-04:00

As John points out, the physicians who have traditionally been tapped by pharma as KOLs are a busy bunch and so their at a disadvantage in an online community if they can't find the time to establish their thought leadership there.



Marian's comments seem salient if the aim is t...

2010-01-29T11:29:15.411-05:00

Marian's comments seem salient if the aim is to influence patients via popular media but I wonder if the goal of developing KOLs within a social media context is (or ought to be) more about physicians influencing other physicians. With the many regulatory and messaging pitfalls of engaging with patients online, pharma has it's work cut out. In addition, within an online community of physicians, the primary measure of stature is how much you contribute to that community. As John points out, the physicians who have traditionally been tapped by pharma as KOLs are a busy bunch and so their at a disadvantage in an online community if they can't find the time to establish their thought leadership there. Talented docs who are otherwise unknown because they haven't published a lot or held prestigious academic or research positions can make a name for themselves in an online community where they eat what they kill, i.e., if their online peers find their contribution intelligent and helpful then they will become a key opinion leader even if they are not a KOL.



Marian, Thanks for your comments. Did you see la...

2010-01-29T10:48:01.398-05:00

Marian,

Thanks for your comments.

Did you see last night's PBS News Hour? While it did feature experts, it also included videos that a couple of "ordinary" people submitted to its YouTube site. I see more and more news shows doing this.

The more people (ie, consumers & physicians) hear about highly paid KOLs like DuBuske, the more they will distrust "experts."

As for physicians, they like everyone else, are abandoning traditional media and being influenced by peers in other contexts, including social media.

Also, the use of KOLs for media relations is one thing, but most of the pharma money goes to thousands of non-academic physicians who have local influence.

I suspect the media KOLs you speak of are primarily useful for influencing analysts!



I'm all for the Sunshine Act and transparency ...

2010-01-29T10:30:23.844-05:00

I'm all for the Sunshine Act and transparency to know how deeply connected physicians are with pharma. And, while I can't imagine much change when it comes to using academically connected KOLs for clincial trials and the like, the impact on public relations could be seismic....at least among traditional media.

The lifeblood of public relations is media relations, which means getting a reporter to cover your story. In 20 years on this side of the business, reporters from top tier (USA Today, WSJ, NYT, Today Show and so on) to local outlets (ranging from the Miami Herald to The Times Herald Record) want a bonafide expert to comment on a disease or treatment. And, expert is not your family doctor in a private practice with privileges at the community hospital. An expert, in this case, has a university position or a significant hospital name/title to their credit.

I trust my peers will find a meaningful path forward. But, I'm hard pressed to imagine a doc with limited affiliation finding themselves touted as an expert on Oprah or within the NYT.

Marian