KIE to success
Key Opinion Leaders, Thought Leaders and Key External Experts (KEE) have – for years – led best practice and influenced disease management among their peers.
Clearly, if that person is an advocate of your brands, a relationship between the pharmaceutical company and the KEE is mutually beneficial. So beneficial that some have questioned the impartiality of the relationship, no matter how impeccably they have conducted themselves.
The ultimate response has been to stop any sponsored advocacy by KEEs, and companies are now looking to create their own Key Internal Experts (KIE) – fully employed clinicians, pharmacists or scientists who are experts in therapy areas.
The challenge is how to transform a company therapeutic expert into somebody that healthcare professionals will trust, believe in and relate to. This requires far more than just knowledge, it needs the right skills and attitude.
Imagine a KIE being represented by a library. To be effective you need content, books and a comprehensive knowledge. But a library also needs to be accessible.
Creating an expert
KIEs must have unparalleled knowledge of their field, the relevant therapy area, product and clinical data.
A greater challenge, however, is to develop the three communication skills that are required to unlock the doors to a wealth of knowledge.
1) KIEs must be able to create trusting one-to-one relationships if they are to debate, challenge and inform.
2) They must take confidence into Advisory Boards and disease management meetings
3) They need to command an audience so that data comes to life.
The thing that truly differentiates a KIE is their attitude and this is less easy to train. Recruit people with the right attitude and it follows that skills and knowledge can easily be trained.
ROI – Now we can help you measure the return on your training investment with your KIEs. Excel Evaluate is an online tool that empowers organisations to easily and cost-effectively measure the behavioural impact of your internal training, or the expert training provided by the Excel Communications group of companies.
Excel SciMed is a highly specialised division of Excel Communications. It recognises the vital importance of the pharmaceutical industry’s Field Medical and Medical Affairs professionals, offering unique, engaging and tailored communication skills training.
Today Excel Communications has over 50 trainers delivering global training programmes in every corner of the globe, across 22 languages.
For more information and to download a free copy of our White Paper – ‘Building the Future of Field Medical’, please visit our website at excel-communications.com or call the office on +44 (0) 1628 488 854.