Including KOLs in Your PR Plan

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June, 2010

It’s a standard of practice for health communicators to have a cadre of spokespeople cued and ready to speak with the media. And almost always, this includes a physician key opinion leader (KOL) who is recognized as an authority or expert in their field. It’s been shown that KOLs can effectively influence the beliefs, practices and behaviors of their peers and add a level of credibility to your messages that other spokespeople can’t always deliver.

But that’s not all.

KOLs can – and should – be engaged by patient groups, professional associations and pharmaceutical companies to reinforce key messaging. Think beyond press releases to delivering public testimony, serving on taskforces or giving public presentations.

Here are several tips for KOL engagement:

  • Know the Key Players – begin by conducting an audit (or mapping) of the doctors who are recognized nationally. You may want to focus on a select disease state or medical issue. A comprehensive overview of the KOL landscape will clearly illustrate the major players and their sphere of influence.
  • Hold One-on-One Meetings – while medical congresses can be very busy places, they are also good venues for meeting with top KOLs. With a little advance coordination, you can meet with one right after another to better understand their positioning.
  • Convene an Advisory Board or Roundtable – these forums are extremely effective for garnering feedback on pressing issues. KOLs can provide input on short-term challenges, as well as long-term positioning. As appropriate, KOLs can be asked to serve as Board Members or Scientific Advisors for an organization.
  • Provide KOLs with Tools – prior to positioning a KOL before the media, provide them with a message/speaker training. Generally well-accepted, these sessions will eliminate surprises and improve message delivery.

As knowledgeable and credible experts, KOLs drive change and healthy behaviors. Here at Jones Public Affairs, we believe KOLs are an important part of influencer relations and should be integrated into all health communication plans.