{"id":75884,"date":"2024-02-07T20:58:00","date_gmt":"2024-02-07T19:58:00","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=resources&#038;p=75884"},"modified":"2026-03-23T17:03:00","modified_gmt":"2026-03-23T16:03:00","slug":"four-pillars-of-data-driven-kol-engagement","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/four-pillars-of-data-driven-kol-engagement\/","title":{"rendered":"Four Pillars of Data-Driven KOL Engagement"},"content":{"rendered":"<p><img decoding=\"async\" class=\"img-right\" width=50 height=650 alt=\"\" src=\"\/wp-content\/uploads\/2025\/01\/Data-Driven-eBook-Image-1.png\"><\/p>\n<p>Traditional KOL planning often misses the most relevant scientific and medical experts. Leading companies are using data in new ways to identify, access, and engage KOLs for greater impact.<\/p>\n<p>\nField medical engagement with key opinion leaders (KOLs) before a<br \/>\nproduct launch correlates to a <a href=\"https:\/\/www.veeva.com\/pharma-biotech-field-trends\/\">measurable increase in treatment adoption<\/a>,<br \/>\naccording to the latest Veeva Pulse Field Trends report <strong>[Figure 1]<\/strong>.<\/p>\n<p>\nHowever, traditional KOL plans over-index<br \/>\non individuals that medical science liaisons<br \/>\n(MSLs) already know and can access, failing<br \/>\nto prioritize those that could be more relevant.<br \/>\nFragmented KOL data and a lack of visibility<br \/>\ninto emerging experts act as barriers to finding<br \/>\nand accessing the right people. As a result,<br \/>\n30% of global experts<sup>1<\/sup><br \/>\n have no recorded<br \/>\ninteractions with MSLs, limiting scientific<br \/>\nexchange, medical insights, and potential<br \/>\ntreatment adoption.\n<\/p>\n<p>\nIn this white paper, you\u2019ll learn how to increase<br \/>\nthe effectiveness of your MSL team by<br \/>\nrethinking KOL identification, prioritization,<br \/>\nand engagement.\n<\/p>\n<p>\nLeading companies are using deep KOL data<br \/>\nand a proven expert ranking methodology to:<\/p>\n<ul>\n<li>Find new customers and improve their<br \/>\nchances of engaging with them successfully<\/li>\n<li>Develop closer relationships with experts<br \/>\nwho are already relevant to their<br \/>\norganizations<\/li>\n<li>Improve the impact and strategic value<br \/>\nof their MSL teams<\/li>\n<\/ul>\n<p><\/p>\n<p><img decoding=\"async\" class=\"img-right\" width=200 height=250 alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/01\/Data-Driven-eBook-Image-2.png\"><\/p>\n<h2>Pushing on open doors<\/h2>\n<p>\nPlans to identify KOLs often default to manual<br \/>\nresearch of publicly available information centered<br \/>\non limited criteria: think internet searches relating<br \/>\nto which experts have recently published or spoken<br \/>\nat congresses. However meticulous, this approach<br \/>\nquickly reaches its limitations in a dynamic landscape<br \/>\nthat includes digital opinion leaders (DOLs) and<br \/>\nemerging experts <strong>[Figure 2]<\/strong>.\n<\/p>\n<p>\nWhile such public information is illustrative, it might<br \/>\nnot succeed in pinpointing the most relevant experts<br \/>\nfor your engagement objectives. For example, teams<br \/>\ncould easily overlook digital leaders \u2014 HCPs who<br \/>\nmight not have published much recent research but<br \/>\nstill have a strong online presence and are influential<br \/>\nin the scientific and medical community.\n<\/p>\n<p>As Robert Faison, executive director of medical affairs<br \/>\nat Paratek, observes: \u201cThere\u2019s also a key opinion leader<br \/>\nthat\u2019s in the community. These are more than likely<br \/>\nthe people who are actually treating the majority of<br \/>\npatients.\u201d They should not be overlooked.\n<\/p>\n<p>\nA typical outcome of traditional planning is an<br \/>\noverreliance on KOLs who already have well-established<br \/>\nrelationships with an organization. To be more<br \/>\neffective, your medical teams need to ensure that data<br \/>\ninforms your field medical strategy when identifying,<br \/>\nsegmenting, and collaborating with experts.\n<\/p>\n<p><img decoding=\"async\" class=\"img-responsive\" width=500 height=600 alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/01\/Data-Driven-eBook-Image-3.png\"><\/p>\n<blockquote><p>\n\u201cWe\u2019re really taking a data-driven approach to our engagement with<br \/>\nexternal experts to ensure our science is communicated in a way that\u2019s<br \/>\nmeaningful and helps positively impact patient outcomes.\u201d<br \/>\n<span>&#8211; Tom Keith-Welsh, Head of Medical Digital, Data, Analytics, and Systems,GSK<\/span>\n<\/p><\/blockquote>\n<p>\nIntroducing common standards across the organization and taking a more<br \/>\nsystematic approach to research will increase the chance of finding the right<br \/>\nKOLs for your treatment. Using one comprehensive source of information<br \/>\nwill improve how MSLs engage those experts and, later, form productive<br \/>\npartnerships <strong>[Figure 3]<\/strong>.\n<\/p>\n<p><img decoding=\"async\" class=\"img-responsive\"  width=800 height=900  alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/01\/Data-Driven-eBook-Image-4.png\"><\/p>\n<h4>PILLAR 1<\/h4>\n<h2>Identify the most relevant experts<\/h2>\n<p>\nYour medical affairs teams will need to engage<br \/>\ndifferent experts based on the product lifecycle<br \/>\nstage and specific activity. Their audiences will<br \/>\nlook distinct depending on whether the company<br \/>\nis in the pre-launch phase (when early advocacy<br \/>\nand product awareness are the focus) or asset<br \/>\nplanning (when trial and eventual adoption<br \/>\nare the goals).\n<\/p>\n<p>\nOnce medical teams identify which audiences<br \/>\nthey need to engage, they must accurately<br \/>\nmatch KOLs to each use case. Done manually this<br \/>\nis like searching for the needle in the proverbial<br \/>\nhaystack, as teams are forced to sift through a<br \/>\ndeep pool of potential physicians and consider<br \/>\nall relevant experience against multiple vectors<br \/>\n<strong>[Figure 4]<\/strong>.\n<\/p>\n<p><img decoding=\"async\" class=\"img-responsive\" width=700 height=800 alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/01\/Data-Driven-eBook-Image-5.png\"><\/p>\n<p><img decoding=\"async\" class=\"img-right\" width=430 height=650 alt=\"\" src=\"\/wp-content\/uploads\/2025\/01\/Data-Driven-eBook-Image-6.png\"><\/p>\n<p>\nTaking a data-driven approach increases the<br \/>\nchance of shortlisting only the most relevant<br \/>\nKOLs. An effective KOL data platform will<br \/>\nextract, organize, and store live data from a<br \/>\nvast number of sources so your teams can<br \/>\nhone in on the right audience for each use case.<br \/>\nTeams can then analyze and shortlist each KOL<br \/>\nobjectively, helping to avoid an overreliance on<br \/>\nwell-established relationships. When integrated<br \/>\nwith your CRM, this intelligence can be viewed<br \/>\nalongside related data, such as all the KOL\u2019s<br \/>\nprevious interactions with your organization.\n<\/p>\n<p>\nApplying common standards across the<br \/>\ncompany should also remove bias and save<br \/>\ntime. For instance, if the whole organization uses<br \/>\nthe same scoring approach and can filter and<br \/>\nvisualize searches, it becomes straightforward<br \/>\nto decile KOLs across multiple vectors. Scale<br \/>\nbecomes achievable with these capabilities.\n<\/p>\n<blockquote><p>\n\u201cIt\u2019s straightforward to find the top layer of<br \/>\nexperts, as they publish a lot. Veeva Link<br \/>\nhelped us to identify the middle group that is<br \/>\nimportant enough to matter but not yet wellknown. This is critical for a launch and when<br \/>\nyou\u2019re moving into a new therapeutic area.\u201d<br \/>\n<span>&#8211; Bas Van de Kamp, Director, Medical Affairs Systems, Idorsia Pharmaceuticals<\/span>\n<\/p><\/blockquote>\n<h4>HOW CAN A DATA-DRIVEN APPROACH HELP?<\/h4>\n<ul class=\"fa-ul\">\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Data is collected and curated from myriad<br \/>\nsources so it is easier to find the right experts<br \/>\nfor specific activities<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Objective scoring approach eliminates bias<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>One source of truth means common standards<br \/>\ncan be set<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Identify rising stars and be confident that<br \/>\nthe full range of experts is accounted for<\/li>\n<\/ul>\n<h4>IMPACT FOR YOUR ORGANIZATION<\/h4>\n<ul>\n<li>Avoid hours of incomplete\/inconsistent manual research<\/li>\n<li>End over-reliance on established KOL relationships<\/li>\n<\/ul>\n<blockquote><p>\n\u201cVeeva Link Key People is a very useful tool.<br \/>\nIt provides a way not only to identify [KOLs]<br \/>\nbut also validate their level. It can actually<br \/>\ngive you a score associated with their<br \/>\nprominence in research and presentations<br \/>\nat major meetings and symposia, and their<br \/>\nsocial media presence.\u201d<br \/>\n<span>&#8211; Robert Faison, Executive Director, Medical Affairs, Paratek<\/span>\n<\/p><\/blockquote>\n<h4>PILLAR 2<\/h4>\n<h2>Segment potential experts<\/h2>\n<p>\nOnce you are confident that you have a complete<br \/>\nset of relevant experts, you can start to segment<br \/>\nthe list, profile key people for your treatment,<br \/>\nand plan field team outreach. Industry data can<br \/>\nanswer strategic planning questions, including:<\/p>\n<ul>\n<li>Which experts are most relevant for specific<br \/>\nactivities e.g., clinical trials, publications,<br \/>\nspeaking on an identified topic?<\/li>\n<li>Which experts will help maximize our reach?<\/li>\n<li>What is the optimal number to approach for<br \/>\na given objective, and how do we make better<br \/>\nuse of the network effort?<\/li>\n<li>Are there digital influencers we should<br \/>\nengage?<\/li>\n<li>Which ones are \u2018digital originators\u2019 (who share<br \/>\ntheir own ideas) vs. \u2018digital messengers\u2019 (who<br \/>\nmostly amplify other people\u2019s content)?<\/li>\n<\/ul>\n<p>\nTeams benefit from using the same KOL data<br \/>\nplatform and working from one set of information.<br \/>\nFor instance, leading biopharma companies<br \/>\nlike Astellas and GSK are in the process of<br \/>\nstreamlining their approach to KOL engagement<br \/>\nglobally: all teams use the same industry KOL<br \/>\nintelligence data, which provides curated expert profiles with objective scoring of their scientific<br \/>\nand digital activities.\n<\/p>\n<p>\nMedical affairs finds it easier to complete their<br \/>\nanalysis and make competitor comparisons (for<br \/>\nexample, during fair-value assessments) when<br \/>\nworking from a single source of truth.\n<\/p>\n<p>\nImportantly, using trusted industry data doesn\u2019t<br \/>\nrule out evaluating KOLs against bespoke<br \/>\ncriteria important to your organization (such as<br \/>\nwhether access is even likely).\n<\/p>\n<h4>HOW CAN A DATA-DRIVEN APPROACH HELP?<\/h4>\n<ul class=\"fa-ul\">\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Objective scores for segmentation and tiering<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Standardized, scalable approach across<br \/>\nthe organization<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Easier to analyze and make competitor<br \/>\ncomparisons<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Target lists can be regularly refreshed against<br \/>\nagreed criteria<\/li>\n<\/ul>\n<h4>IMPACT FOR YOUR ORGANIZATION<\/h4>\n<ul>\n<li>Analysis feeds into resourcing models and decisions<\/li>\n<li>Make best use of field resources<\/li>\n<li>Match the right KOL to the right activity<\/li>\n<li>Clear rationale for each KOL saves time, improves accuracy, and transparency<\/li>\n<\/ul>\n<blockquote><p>\n\u201cThe right data is foundational to our<br \/>\nengagement strategy. We can quickly identify<br \/>\nwho the relevant KOLs are, and organize<br \/>\nthose KOLs based on when and where they<br \/>\nare sharing scientific information and what<br \/>\nscientific information they are sharing.\u201d<br \/>\n<span>&#8211; Christine Castro, Director, Medical Affairs Excellence, Lundbeck<\/span>\n<\/p><\/blockquote>\n<h4>PILLAR 3<\/h4>\n<h2>Surmount access barriers<\/h2>\n<p>\nAccording to <a href=\"https:\/\/www.veeva.com\/pharma-biotech-field-trends\/\">Veeva data<\/a>, 30% of global experts<br \/>\nidentified in Veeva Link Key People have no<br \/>\nrecorded interactions with MSLs. Whether<br \/>\nmedical affairs teams are overlooking these<br \/>\nKOLs in mapping exercises or simply failing<br \/>\nto record interactions, opportunities are being<br \/>\nmissed \u2014 either to engage at all or to bring<br \/>\ninsights back to the organization.\n<\/p>\n<p>\nThe right intelligence will help cut through to<br \/>\nexperts that your organization cannot currently<br \/>\naccess. By understanding KOL interests,<br \/>\neducation backgrounds, patient mix, and recent<br \/>\nscientific activities, MSLs can prepare for calls<br \/>\nmore effectively: this could range from minor<br \/>\nchanges (e.g., a better icebreaker) to finding a<br \/>\ncompelling reason why that expert should engage<br \/>\nwith your company for the first time. Knowing<br \/>\nwhere a KOL stands on a topic important to them<br \/>\nwill help MSLs improve their approach.\n<\/p>\n<p>\nIt\u2019s easier to open doors once you understand<br \/>\nthe connections between HCPs and how they\u2019ve<br \/>\ncollaborated previously. Knowing which peers<br \/>\nare in a KOL\u2019s sphere of influence could help<br \/>\nbridge the gap to a previously inaccessible HCP.<br \/>\nYou could gain visibility of a KOL\u2019s environment<br \/>\nthrough the lens of related associations (for<br \/>\ninstance, close connections to other members)<br \/>\nand congresses (e.g., if they are due to copresent or chair a speaker panel).\n<\/p>\n<h4>HOW CAN A DATA-DRIVEN APPROACH HELP?<\/h4>\n<ul class=\"fa-ul\">\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>MSLs can see aggregated profiles of<br \/>\neach KOL\u2019s interests and scientific activities<br \/>\nacross channels<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Network maps help teams find mutual<br \/>\nconnections<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Association maps identify opportunities<br \/>\nto make an introduction or arrange a meeting<\/li>\n<\/ul>\n<h4>IMPACT FOR YOUR ORGANIZATION<\/h4>\n<ul>\n<li>Reach low-access KOLs by understanding their needs<\/li>\n<li>Use network maps to understand influence and connections<\/li>\n<li>Share a single customer view to improve cross-functional collaboration<\/li>\n<\/ul>\n<blockquote><p>\n\u201cOne of our field medics had been seeing a<br \/>\nparticular thought leader for a long time and<br \/>\nthought they knew everything there was to<br \/>\nknow about them. By looking at Veeva Link,<br \/>\nthey found areas of unknown insight into<br \/>\nsome of the thought leader\u2019s activities. It took<br \/>\nthat conversation onto a different level, built<br \/>\ntheir credibility, and it means that both have<br \/>\na much more valuable conversation.\u201d<br \/>\n<span>&#8211; Worldwide Capability Lead, Customer Profiling and Insights, Top Ten Pharma<\/span>\n<\/p><\/blockquote>\n<h4>PILLAR 4<\/h4>\n<h2>Deepen scientific exchange<\/h2>\n<p>\nMSLs are expected to master the different<br \/>\ntreatment pathways (and associated risks)<br \/>\nin their disease area. They need to understand<br \/>\nthe broader clinical picture, including the<br \/>\ncompetitive landscape, new clinical developments,<br \/>\nscientific discoveries, and emerging technology.\n<\/p>\n<p>\nMSLs that bring a deep clinical understanding<br \/>\nand good knowledge of their customers\u2019<br \/>\ninterests and activities are best positioned<br \/>\nto facilitate genuine scientific exchange.<br \/>\nDeep data about a therapeutic area ecosystem<br \/>\nsupports MSLs to build knowledge quickly \u2014<br \/>\ncritical during a launch \u2014 so they can translate<br \/>\ntheir expertise into effective messaging. This<br \/>\nis particularly important for new MSLs, who<br \/>\nusually face a steep learning curve.\n<\/p>\n<p>\nMSLs will spend less time on manual research<br \/>\nif they can go to one place to access all<br \/>\nrelevant information about their KOLs\u2019 recent<br \/>\nactivities and interests before trying to engage<br \/>\nthem. It\u2019s easier for these teams to reach out<br \/>\nproactively when the latest developments,<br \/>\ngeneral medicine news, and education about<br \/>\ntheir TAs are at their fingertips.\n<\/p>\n<h4>HOW CAN A DATA-DRIVEN APPROACH HELP?<\/h4>\n<ul class=\"fa-ul\">\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>MSLs gain knowledge quickly and<br \/>\neasily on their KOLs and TAs<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>New MSLs get up to speed quickly<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Accelerate MSL readiness during launch<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check-square\"><\/i><\/span>Track engagements (e.g., in CRM)<br \/>\nto measure impact<\/li>\n<\/ul>\n<blockquote><p>\n\u201cVeeva Link is a very valuable resource.<br \/>\nOur MSLs were able to find all the information<br \/>\nat their fingertips and better prepare for<br \/>\nmeetings with thought leaders and HCPs.\u201d<br \/>\n<span>&#8211; Jessica McDaniel, Senior Director, Head of US Field Medical Affairs, Genmab<\/span>\n<\/p><\/blockquote>\n<h4>IMPACT FOR YOUR ORGANIZATION<\/h4>\n<ul>\n<li>MSLs spend less time on manual research and are more productive<\/li>\n<li>Stronger scientific exchange means closer expert relationships<\/li>\n<li>Real-time intelligence leads to more opportunities to engage<\/li>\n<\/ul>\n<blockquote><p>\n\u201cThe real-time insights from Veeva Link<br \/>\nenable fast reactions and more focused<br \/>\nand impactful engagements. They help<br \/>\nus build broader and deeper connections<br \/>\nwith the scientific community.\u201d<br \/>\n<span>&#8211; Margaret Doyle, Senior Global Medical Affairs Leader, Teclistamab, Johnson &#038; Johnson Innovative Medicine<\/span>\n<\/p><\/blockquote>\n<h2>Beginning a high-quality dialogue<\/h2>\n<p>\nCommercial success in biopharma hinges on<br \/>\nthe effectiveness of medical affairs: these<br \/>\nteams play a critical role in identifying and<br \/>\nengaging the right experts at different stages<br \/>\nof the product lifecycle, taking into account<br \/>\nactivities, channels, and potential impact.\n<\/p>\n<p>\nTheir interactions provide valuable market<br \/>\nfeedback on a product\u2019s potential in clinical<br \/>\nand commercial terms. When able to access<br \/>\nthe right intelligence, field medical can extend<br \/>\nits reach by prioritizing KOLs based on<br \/>\ninfluence and engaging emerging experts.\n<\/p>\n<p>Irrespective of whether or not you plan<br \/>\nto expand your MSL workforce, helping<br \/>\nmedical affairs to work smarter and have<br \/>\nhigher-quality interactions with the right<br \/>\ncustomers will maximize their impact.\n<\/p>\n<blockquote><p>\u201cIn the launch phase, you want to get the<br \/>\ndata out to as many healthcare providers<br \/>\nas possible. Because of their sphere of<br \/>\ninfluence, KOLs allow you to do that.<br \/>\nBy engaging the right KOL, you can actually<br \/>\nimpact the knowledge of hundreds or<br \/>\nthousands of healthcare providers.\u201d<br \/>\n<span>&#8211; Robert Faison, Executive Director, Medical Affairs, Paratek<\/span>\n<\/p><\/blockquote>\n<p>Hear how <a href=\"\/eu\/customer-stories\/astellas-using-deep-data-to-build-stronger-scientific-relationships\/\">Astellas is using deep KOL data<\/a> to strengthen scientific relationships and launch in new therapeutic areas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Traditional KOL planning often misses the most relevant scientific and medical experts. Leading companies are using data in new ways to identify, access, and engage KOLs for greater impact.<\/p>\n","protected":false},"featured_media":75886,"parent":0,"template":"","class_list":["post-75884","resources","type-resources","status-publish","has-post-thumbnail","hentry","resource-area-20-commercial","resource-area-20-data","resource-area-20-medical","resource-product-20-real-time-customer-intelligence-link","resource-type-ebooks"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/75884"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/resources"}],"version-history":[{"count":2,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/75884\/revisions"}],"predecessor-version":[{"id":81232,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/75884\/revisions\/81232"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/75886"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=75884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}