In peer-to-peer pharmaceutical marketing, the Holy Grail is to discover a highly effective, yet cost effective way to deliver key product information that can help prescribers make the best decisions for their patients. For years, pharmaceutical and biotech companies have been utilizing speaker programs to support sales force messaging in order to deliver disease-state or product messages from a clinician or scientific viewpoint. With mixed results for speaker program effectiveness, pharma companies have continued to seek new solutions to improve impact. Can technology help improve Key Opinion Leader (KOL) effectiveness?
When focusing on the pragmatic information surrounding a product, clinicians make decisions based upon the efficacy, safety, tolerability, and accessibility of a product. Over time, we have 
seen that physicians are most influenced by KOLs who are nationally recognized thought leaders in their area. Just as a professional golfer may look to the latest golf technology supported by Phil Mickelson or Tiger Woods. Nationally-ranked KOLs, tend to have greater impact, on average, than less-known, local Opinion Leaders when speaking on behalf of a drug. Yet with spending restrictions and other challenges brought on by the likes of the Sunshine Act, national KOLs are unlikely able or willing to go everywhere to talk about a product.
Luckily, innovative technology has made it easier than ever to reach out to clinicians at significantly lower costs. Live web broadcasts, satellite broadcasts, webinars, and virtual speaker programs allow larger pharma companies to get their messages out quickly, with the impact of top KOLs delivering the content. These technologies can deliver these results at a cost in-line—or less—than traditional cost per HCP (health care professional) attendee for traditional speaker programs.
Historically, slow internet speeds and difficult-to-use technology were barriers to fostering communication between pharmaceutical companies and clinicians. However, a combination of faster devices and simplified software have aligned, and revolutionized the way that the industry connects clinicians with KOLs. Audience feedback through paper surveys have been replaced by mobile applications and internet response systems. Events formerly held at hotels are now being broadcast over the internet into offices or homes. KOLs from all over the country can interact with HCPs in real time which saves hundreds of hours of travel, and thousands of dollars for pharma companies.
At Vision2Voice, we have embraced this technological revolution. These new, exciting medical education solutions allow us to provide even greater value to our clients through proven technology coupled with our extensive experience of developing engaging content with KOLs. Web or satellite broadcasts are able to deliver a concise and effective message as they reach thousands of healthcare providers simultaneously. HD satellite is used with no buffering, tilting, or pixilation for highly reliable service. Web broadcasts and Virtual Speaker Programs are highly interactive, live, and advanced web-based conferencing solutions that complement traditional speaker programs. On-Demand programs provide KOL education programs on DVD, flash drive, or online.
These are just a few methods of going beyond speaker programs to improve KOL effectiveness and reach with HCPs. These improved technologies provide us a way to deliver unique value to companies of all sizes. These cost effective, reliable solutions are sure to advance HCP relationships for pharmaceutical companies, and we are excited to see how further advances in technology will help our clients more effectively communicate their messages through KOLs.
