The terms key opinion leader (KOL) and advocate are often used interchange ably; but, they define t w o very different target groups. A strategy to clearly identify and characterize KOLs, to then con vert them to and deploy them as advocates, and finally to build and maintain a lasting relationship with them is an important element in success fully building a brand. A KOL is an opinion leader in his or her field who has conduct ed a substantial amount of research, is wellpublished, is con sidered an expert by peers, and participates in the clinical treatment of patients. He or she is ultimately the education al portal to the prescribing physicians in the community. An advocate is a KOL who clearly understands and believes in the benefits of using a product or products in the treatment of appropriate patients and as a result has become a champion for said product or prod ucts. KOL Identification, Characterization,and Strategic Program Involvement Conduct internal research (clientbased) to obtain KOL names from various departments — clinical research, managed markets, health economics, etc. Conduct external research (literature and interviewbased) to validate and expand KOL list. Identify key elements that define each identi fied name as a KOL (i.e., extensive publication experience, editorialboard participation, research experience, etc.), and his or her respective primary motivating factors. Strategically target involvement in education al programs based on the identified elements and motivating factors. KOL Conversion to Advocates The steps above result in the clear identifi cation of an expanded pool of KOLs. By under standing the elements that define a KOL, par ticipation in educational programs can be more strategically targeted. KOL participation in edu cational programs leads to increased awareness of key product strengths and benefits, and sub sequently, advocacy development. Deployment Too often, advocates are underused as resources of advice and influence. Once a KOL has become an advocate, it is of paramount importance that continued efforts are focused on maintaining his or her advocacy. These efforts require a clear strategy on program Differentiating KOLs and Advocates: The Importance of a Targeted Strategy A strategy to clearly identify and characterize KOLs, to then convert them to and deploy them as advocates, and finally to build and maintain a lasting relationship are important elements in successfully building a brand. INDUSTRY ISSUES CLINICAL CONNEXION, Newtown, Pa., is a fullservice education and communications agency committed to providing exceptional services to the healthcare industry. For more information, contact Sonja Foster at 2159449430. or via email at [email protected], or visit clinicalconnexion.com. Sonja Foster Executive VP, Director of Business Development Sheri Thornberg, Pharm.D. Senior VP, Director of Strategic and Scientific Services

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