How do you leverage key opinion leaders to influence hospital formulary decisions and protocols?

1 Why KOLs matter

KOLs are respected and trusted sources of information and guidance for their peers and decision-makers. They have the authority, credibility, and visibility to shape opinions, preferences, and practices in their specialty areas. They can also help you access decision-makers, provide insights, and advocate for your products. By building strong and mutually beneficial relationships with KOLs, you can enhance your reputation, credibility, and value as a hospital sales representative.

2 How to identify KOLs

When searching for KOLs that are relevant, influential, and accessible for your products and markets, you can use a variety of sources and criteria. These include publications, citations, presentations, and awards in their fields; affiliations, memberships, and leadership roles in professional societies and organizations; involvement in formulary committees, guideline panels, and advisory boards; recommendations from existing customers and contacts; as well as online presence on social media, blogs, podcasts, and webinars.

3 How to engage KOLs

Once you have identified your target KOLs, you need to establish and maintain contact with them. To engage KOLs, consider emailing, calling, or visiting them to introduce yourself and your products. Additionally, send them personalized content such as articles, white papers, case studies, and testimonials. Invite them to events such as webinars, conferences, workshops, and roundtables. Ask for their opinions, insights, and feedback on your products and market trends. Finally, offer them opportunities such as speaking engagements, consulting projects, or clinical trials.

4 How to collaborate with KOLs

Engaging KOLs is not enough; to build trust, rapport, and partnership with them, you must collaborate on various activities and initiatives. This could include educating and training them on your products, incorporating their input into product development and marketing, supporting and facilitating their peer-to-peer education, leveraging and amplifying their advocacy, and recognizing and rewarding their contributions. Doing so can help you create a mutually beneficial relationship with the KOLs.

5 How to measure KOL impact

To ensure that your KOL engagement and collaboration efforts are effective and valuable, you need to measure and monitor their impact on your hospital sales goals. You can use various metrics and indicators to measure KOL impact, such as changes in formulary status, prescribing patterns, awareness, referrals, revenue, market share, and profitability. Leveraging KOLs to influence hospital formulary decisions and protocols can give you a competitive edge, increase customer loyalty, and grow your hospital sales. Therefore, it is essential to identify, engage, and collaborate with KOLs strategically, ethically, and professionally. Additionally, you need to measure and optimize their impact on your hospital sales performance to create win-win situations for all parties involved.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?