Blog
Unravelling the power of Big Data to increase sales team effectiveness
Commercial teams nowadays are being asked to deliver sales pitches while swimming in an ocean of product, customer, and performance data. This is nowhere more challenging than in the highly regulated pharmaceutical industry, where promoting new treatments must be calibrated so as to grab the attention of busy clinicians with little spare time and convert […]
Building new capabilities into Medical Affairs
Over the past few years, physicians and other KOLs have been increasingly mindful of the time they spend with pharma sales representatives. Many of them have been reducing this time investment in favour of engaging with more scientifically knowledgeable MSL’s (Medical Science Liaisons) that can double as educators and help them stay abreast of new […]
Connected Opinion Leaders (COLs): a new ally for pharma marketers
Influencer ecosystems are continually evolving in response to changing consumer preferences and the pharmaceutical sector is no exception. On one hand, patients and their doctors are looking beyond traditional Key Opinion Leaders (KOLs) for guidance on therapies and treatments and want to hear from alternative sources, such as Patient Opinion Leaders (POLs), whose feedback resonates […]
Strategic use of digital channels for engaging with HCPs
The Covid-19 pandemic has accentuated and accelerated important changes to how healthcare providers (HCPs) keep abreast of new product information relevant to their specialties and the patients they treat. Most notable among those is the HCPs’ embrace of digital technologies and digital-first channels of delivering content. This trend is accompanied by a growing preference for […]
Moving Towards Smarter R&D vía Decentralised Clinical Trials
Finding the right number of patients with the right characteristics is one of the biggest challenges for clinical trial sponsors. In large part this is due to the fact that randomised clinical trials – the gold standard for conducting clinical research – come with rigid inclusion and exclusion criteria, which render many potential participants ineligible […]
KOLs, POLs, and DOLs: Expanding the universe of opinion leaders
Two converging and consolidating trends – the amplification of the digital space (social media, messaging apps, microblogs, short video apps, and Q&A destinations such as Reddit and Quora) and patient-centred transformation – are driving largescale shifts in value creation in the pharmaceutical and biotech industry. As such, going digital and listening to the patient voice […]
KOLs vs LOLs: How social network analysis can help identify bona fide opinion leaders
Tried-and-true methods of identifying and managing KOLs do not always yield optimal results. They tend to lean toward high-profile experts who are “top of mind” for the professionals entrusted by pharma and biotech companies with spotting and engaging them, and the hidden risk in this is that some of those prominent KOLs are in fact […]
How AI is changing pharmaceutical market access
Artificial Intelligence and machine learning are making ever more sophisticated forays into healthcare and pharmaceutical R&D through applications ranging from processing medical images, unstructured EHR notes, and biosensor-equipped patient wearables to pattern-finding in synthetic control arms of clinical trials. However, beyond their usefulness in such controlled environments, little is known about how AI-powered data analytics […]
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