KOL Global Engagement Plan for a new Medical Team

A new medical team needed help developing a global KOL engagement plan to coordinate product awareness activities ahead of a product launch.

We began by defining what the company wanted to achieve with KOL engagements. To do this, we developed a vision statement for the KOL engagement enterprise, defined and characterized KOL archetypes, and identified strategic objectives for each archetype based on the product needs and market situation. Next, we created a system for prioritizing and mapping KOLs, plotting them on a matrix of prioritization vs. archetype. Finally, we developed an engagement plan that defined key objectives and activities for each archetype, milestones and timelines, and task / initiative ownership.

The prioritization criteria provided focus for a new team with limited resources. While prior KOL engagements were reactive and uncoordinated, the archetype-based engagement strategy made each KOL interaction a meaningful step toward realizing the vision.