Why you need Key Opinion Leaders?

Reading time: 2 – 3 minutes

Key Opinion Leaders (KOLs) can be a very powerful component of the marketing plan for medical device companies of all sizes.  Every day we see numerous advertisements where various types of celebrities are supporting products, services or charitable causes.  They are acting as KOLs.  In medical device markets, doctors, nurses and sometimes business administrators are our “celebrity” KOLs .  An effective KOL can deliver the same credibility and marketing leverage to medical device companies that a sports celebrity can deliver for athletic apparel.

Owners and executives of small companies may mistakenly believe that they cannot afford a relationship with a KOL.  This is not true.  There are several ways small companies can work with KOLs and not break the bank.

At large pharma and medical device companies, there are entire departments devoted to the management of Key Opinion Leaders.  A smaller company without the luxury of a large budget can start a simple, practical and economical KOL program. The next several blog posts will cover practical KOL management strategies and tactics.

Let’s take a look at some of the ways a Key Opinion Leader can be of value:

  • Providing product development feedback;
  • Speaking at large or small peer to peer events;
  • Networking to other KOLs for advisory or political reasons and/or testimonials;
  • Organizing and chairing an advisory group;
  • Conducting or participating in clinical or marketing studies;
  • Authoring media articles and assisting in getting the article placed and published;
  • Authoring white papers in support of your products;
  • Reviewing sales, marketing and patient education materials; and,
  • Acting in a formal role such as “Clinical Advisor”, where you will tout them on your website.  They can lend credibility to the claims you make related to your products.

You can see a KOL can be very helpful.  The next post will focus on developing a simple KOL plan and budget.  Then an important post will be about creating a KOL profile so you approach the right KOL candidates.

 

Share this:
Share this page via Email Share this page via Stumble Upon Share this page via Digg this Share this page via Facebook Share this page via Twitter

Technorati Tags: , , , ,

Free! – Marketing Education for Medical Device Companies

Reading time: 1 – 2 minutes

What will you be doing to increase your marketing acumen and ROI in 2014?  Observing the marketing efforts of small and medium sized medical device companies; I continue to be amazed at how poor and misdirected the majority of these efforts are.  One problem for these companies is that they may not be able to afford true marketing and product management talent.  OK, if this is the problem, then why not task the person that has been put charge of marketing with looking for ways to gain some better marketing skills.

You can find great marketing skills information on the internet….for Free!!  For example, there are websites that allow you to download pretty good ebooks on various marketing topics.  At these same websites you may find webcasts that you can watch.  And, you may find some good videos and podcasts on marketing topics.

Continue reading “Free! – Marketing Education for Medical Device Companies”

Share this:
Share this page via Email Share this page via Stumble Upon Share this page via Digg this Share this page via Facebook Share this page via Twitter

Technorati Tags: , , ,

Plan Now For The Rest Of The Sales Year and Get Results – the Science of Sales

Reading time: 1 – 2 minutes

Like I said in a recent post, it is September.  There are only four more months remaining in the year.  If you are a medical device sales manager, are you getting the most out of your team?  If you are a salesperson, are you getting the most out of yourself?  How are you going to optimize the rest of the year?

A Sales Plan is a good start.  An end of year Sales Plan may get you that bump in sales that you need to achieve or overachieve you annual goal.  In this post I am assuming that you have the marketing and selling tools you need to get the job done.  If not, you may want to coordinate the following activity with your marketing colleagues.  Otherwise, KEEP IT SIMPLE!

Continue reading “Plan Now For The Rest Of The Sales Year and Get Results – the Science of Sales”

Share this:
Share this page via Email Share this page via Stumble Upon Share this page via Digg this Share this page via Facebook Share this page via Twitter

Technorati Tags: , , , , , ,