How to get the most out of your Key Opinion Leader Events

How to get the most out of your
Key Opinion Leader Events
MEASURING the VOICE-OF-CUSTOMER in HEALTHCARE

2
Presenter
Robert-Jan Enzerink
Senior Consultant
renzerink@themarketechgroup.com

GCC/Arabian-Gulf
North Africa
3
Who We Are
MARKETS SERVED
MEDICAL IMAGING MEDICAL DEVICES AND DIAGNOSTICS HEALTHCARE IT PHARMACEUTICAL INDUSTRIES TECH TRANSFER
19 Years
in Business
QUICKFACTS
2 Global
Offices
20 International
Partnerships

4
Key Opinion Leader Workshop:
KOL Workshop Overview
o Definition
• What is a KOL workshop
o Purpose/Results
• Why? How to maximize your KOL workshops?
o Methodologies (w/ examples):
• Focus Group
• ORID
• Mock Trial
• Projective Approaches (not covered)
o Logistics & Requirements for a successful workshop

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What is a KOL workshop?
Key Opinion Leader (KOL) Workshop
Meeting to gather key insights from a group of experts on a particular subject.
The ultimate goal is to maximize probability for a successful business strategy.
Specific KOL workshop techniques help explore, understand, and guide:
NEW
PRODUCT
ROADMAP
SALES & MARKETING
COMMUNICATION
GO-TO
MARKET
EXECUTION

6
Why use a structured workshop format?
Participant Needs
o Efficient use of time
o Influence development of helpful solutions
o Learn something
o Be heard
o Develop new relationships
o Sense of accomplishment
Your Needs
o Uncover all potential futures/ideas, unmet
needs, &/or desired outcomes
o Identify all important influences/influencers
o Everyone contributes
o Actions and/or decisions
o Develop relationships
o Sales (?)
o Have fun

7
KOL Workshops - Qualitative or Quantitative?
QUANTITATIVE
QUALITATIVE
o Understand
o Explore
o Rank
o Measure

8
Key Opinion Leader Workshop: Methodologies
Objectives Determine the Methodology
Identify
Market
Opportunity
Prioritize
Product
Features
Concept
Testing
Understand
Purchase
Decision
Drivers
Prioritize User
Needs
Others…
What are your Objectives?

9
Objectives
Methodologies
Projective
Approaches   ?

10
Identify
Market
Opportunity
Prioritize
Product
Features
Concept
Testing
Understand
Purchase
Decision
Drivers
Prioritize User
Needs
Moderated
Focus Groups    
Methodologies
Objectives

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DEFINITION:
o Moderated exchange
among decision makers
and influencers
o Dyad, Triad, Focus Group
Value:
o Consensus feedback
o Concept testing
o Group dynamics
o Compare market
segments
Limitations:
o Cost (room rental, higher
incentives…)
o Geographic limitations
o 8 maximum per FG
Process:
o Objectives
o Recruitment with screener
o Moderation guide
o Materials, Tools,
Manipulatives
o Summary of key points
Key Opinion Leader Workshop: Focus Groups
Technique: Focus Groups

Typical Agenda:
Ground Rules & Introductions
Current KAP
Exploratory
Evaluation (Why?)
Rating/Scoring/Ranking
Solicit Consensus, Highlight Distinctions, or Describe a Creation/Solution
Summarize
Closing
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Agenda
Dyad/Triad Mini GroupFocus Groups

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Pre-interview Survey
o NDA?
o A/V Waiver?
o Pre-FG Survey?

14
Focus Group #3 Session E: Blue Team - Group Notes
Focus Group Results
Objective Are the product features and procedure adequate for validating performance prior to close?
(ELEMENTS: GUI, implanted device position and fixation, patient and device position prone
versus weight bearing)
Summary
Concern:
o Prior to surgery, would want to make sure device performance is adequate before removing device from
package
• Including making sure battery is fully charged (it takes 3hrs) and coupled with battery controller
o Must validate communication during surgery; therefore, there needs to be [redacted]
o Agree they would want to know quality of connection (great, good, good enough or marginal) and battery
charge status
o Have ability to externally power the device during procedure, do not want to rely on external battery
(procedure could be many hours long). Can't rely on battery in operating room; it will have to be tethered
o Need to know the status of the coupling as you move the patient from the table to a bed
o Need to determine if it is safe to decouple by looking at the status of [redacted]
o Need someone looking at status of internal battery and alarms to warn you if there are problems with
internal battery
Summary:
o Prior to surgery, want battery charged, and [redacted] tested immediately before opening patient
o Need ability to test coupling
o Need a way to read how far away [redacted] is from limit
WP "Validate before taking out of packaging that batteries are charged. First thing I would want to know."
WD "External hookup until we know patient is fine and then take them back with battery charged."
MD "Battery is charged before removal of package."

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Feedback Form Example
Benefits | Likes Drawbacks | Concerns+ -
NAME:______________________
Test Concept: Overall Assessment
LEVEL OF APPEAL
Not at all Appealing Very Appealing
1 2 3 4 5 6 7 8 9 10

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Not at all Appealing Extremely Appealing
_________ 1 2 3 4 5 6 7 8 9 10
_________ 1 2 3 4 5 6 7 8 9 10
_________ 1 2 3 4 5 6 7 8 9 10
_________ 1 2 3 4 5 6 7 8 9 10
Improved
PAP
Oral
Appliance
Sleep
Monitor
Educational
Programs
Name:________________
Appeal Score Example

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Response Testing Example
67%
88%
78%
77%
71%
74%
1%
2%
1%
4%
1%
2%
6%
4%
5%
0% 20% 40% 60% 80% 100%
Undiagnosed
OSA
diagnosed
Total
Sleep concern communication
Percent Selected
Health care professional (doctor, nurse, therapist, etc.) Significant other, family, friends
A support group for sleep or related issues Others
No one
?
S1Q4. To whom have you spoken about your [diagnosis]?
Q5.1
[diagnosis]

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Pre-interview Survey
o NDA?
o A/V Waiver?
o Pre-FG Survey?
o Time?
o No Shows?
o Tools?

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Identify
Market
Opportunity
Prioritize
Product
Features
Concept
Testing
Understand
Purchase
Decision
Drivers
Prioritize User
Needs
Moderated
Facilitated
Conversations     
Mock Trials
Methodologies
Objectives

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Key Opinion Leader Workshop: Facilitated Conversation/ORID
Facilitated Conversation
Moderation vs. Facilitation
o Moderator: Someone who leads a discussion in a group and tells each
person when to speak: someone who moderates a meeting or discussion
o Facilitator: one that facilitates; especially, one that helps to bring about
an outcome (as learning, productivity, or communication) by providing
indirect or unobtrusive assistance, guidance, or supervision

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Value:
o Large Group dynamics
o Decision making
o Eliminates rambling and
lack of focus
o Engages everyone
o Naturally analytical
Limitations:
o Requires trained
facilitator (phrasing is
critical)
o Participants must respect
the process
o Adequate uninterrupted
time is required
DEFINITION:
o Facilitator-led structured
conversation
o Developed by Institute
for Cultural Affairs
o Follows a natural human
processing sequence
o A Perfect Technique to
Facilitate KOL and Big
Groups of Customers
Technique: ORID Facilitated Discussion
Process:
o Agreement to use a Facilitated
Structured Conversation approach
o Strategic questioning using ORID
processing:
o Objective
o Reflective
o Interpretive
o Decisional

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O / Objective questions
R / Reflective questions
I / Interpretive questions
D / Decisional questions
R
I
D

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Importance of Planning
KOL Event Moderation
Logistics
Deliverable/Item Owner Status TMTG update Comments
Venue description to TMTG K, S&D Complete
Participant list with names, title, institution, research/clinical
focus, customer segment, and level of exposure to
[technology] for all attendees D Complete
Seating Chart (incl break-out, if needed) TMTG Complete
Name tents with participant names in large, bold type (first
names) N Confirmed K will set up
Participant name tags N Confirmed K will set up
Large flip chart(s) with sticky notes (or with tape) on easel,
or White Board, with pens K Confirmed
S&D to provide: 4 flipcharts (2 for plenary, 1 in each
breakout)
Digital Audio/Video recording device S&D Confirmed
S&D to provide: We are all set with 2 cameras (two utilized
in the Breakouts and in the Plenary during final report-ins.
Audio feed from board in plenary. Record via onboard
camera microphones during Breakouts. All footage to be
converted to .mov files and shipped to client. D to provide
shipping details.
External Hard drive for video capture M Complete Client download data; give to TMTG
Pens (not pencils) to fill out worksheets and a small notepad
for each respondent K, S&D Pending Awaiting final confirmation from K.
Hotel WiFi code & skype addresses shared (for questions) S&D Confirmed
S&D to provide hard line connection and router for one
access point, entry to be controlled on-site
Presentation Slides TMTG In process
We need to see the
KOL pres and format D provided template to TMTG.
Lunch and refreshments K, S&D In process
General session timer (clock) K, S&D Confirmed
Audio Mic per two participants on each table S&D Confirmed
Scribes assigned to take notes - TMTG to provide template
Client/
TMTG Confirmed
We need two persons
from Client S, M&B confirmed
Projector and screen for work sessions and to share results S&D Confirmed
1 projector per room
==> 3 total
Confirmed back projection for general session, 2 LCD
projections for breakouts
Worksheet handouts TBD TMTG In process Will be done by Friday Client printing
Seating for Client observers (Respect the process: NO
talking, NO direct questions) D In process
One page satisfaction form (anonymous) TMTG, M In process Will be done by Friday
TMTG prepare; Client print; Scribe(s) to collect; agreed to
10/1
Group 1 & 2 Voting Cards M In process
Background: Facility, participants, speakers’
topics, templates,…
Manipulatives, worksheets, samples,…
Meals, food, …
Materials, A/V,
communications
Deliverables
Seating charts, name tents, …
Role players, …

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o The O questions identify objective facts relevant to the topic. The key question is:
What do we know about this?
R
I
D

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o The R questions are about how people feel about the topic. They are about subjective
perceptions. The key question is: How do we feel about this?
R
I
D

26
o These questions have to do with meaning. The key question of the interpretive stage
is this: What does it mean for me/you/the patient, etc?
R
I
D

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Word Map Example from Objective Step

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o These questions have to do with meaning. The key question of the interpretive stage
is this: What does it mean for me/you/the patient, etc?
D / Decisional questions
o Based on information coming from the three previous stages of questioning, this is
the stage at which a decision is produced. The key question at the decisional stage is:
What are we/you going to do?
R
I
D

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ORID Example
ORID Outcomes:
Objective
“Increased accuracy of tumor delineation.”
“Potential for use of novel isotopes for better
patient care.”
”Reduce time by 20%.”
“A new surgical paradigm.”

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ORID Example
ORID Outcomes:
Objective
“Increased accuracy of tumor delineation.”
“Potential for use of novel isotopes for better
patient care.”
”Reduce time by 20%.”
“A new surgical paradigm.”
Reflective
o Great for our patients
and reducing morbidity.
o Can really help out research in tumor.
“It feels like an enormous leap, but my
concern is we may not be able to afford it.”
“I’m curious about the benefit to patients….”
“This is really exciting…but we as a
field might not have the courage to make
this shift.”
“I’m concerned about the learning curve
with new technology.”

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ORID Example
ORID Outcomes:
Interpretive
o Pros
o Cons
“Lower dose and higher throughput are
PRACTICAL things we can use to sell this
technology to our admins.”
“The risk is growing the equipment without
being able to increase patient volume which
puts you in financial hurt.”
“This means we can reduce our lab staff… but
they need additional training.”

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ORID Example
ORID Outcomes:
Interpretive
o Pros
o Cons
“Lower dose and higher throughput are
PRACTICAL things we can use to sell this
technology to our admins.”
“The risk is growing the equipment without
being able to increase patient volume which
puts you in financial hurt.”
“This means we can reduce our lab staff… but
they need additional training.”
Decisional
o “Need to assess how [concept]
reduces long-term costs .”
o “We need to work together as a
clinical community to gather data in a
structured manner to prove efficacy
of [technology].”
What [Company] needs to do is…
• Give us better images that we can show to our
Physicians. Images speak a thousand words and
can drum up support from clinicians.
• Focus on the economics with the ACA (bundled
payments) and cost consciousness. Increasing
throughput is needed to justify ROI.
• Demonstrate the technology is easily learned,
cheaply maintained and has good up-time.

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Identify
Market
Opportunity
Prioritize
Product
Features
Concept
Testing
Understand
Purchase
Decision
Drivers
Prioritize User
Needs
Moderated
Facilitated
Conversations     
Mock Trials   
Methodologies
Objectives

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DEFINITION:
o Structured debate in a “Trial” or
simulated Value Analysis Committee
(VAC) format
o Roles are assigned to participants to
represent a point-of-view or a
stakeholder; or to develop an argument
Value:
o Witness participants'
rationale
o Identify unexpected
barriers and promoters
o Observe which arguments
are most persuasive
o Fun!
Limitations:
o Best with diverse respondents
o Significant logistical preparation
required
o Requires multiple moderators
and scribes
Process:
o Establish the ‘Case’
o Facilitated ‘Depositions’
o Select ‘lead attorneys’
o The ‘Trial’
o ‘Jury’ votes
Key Opinion Leader Workshop: Mock Trial
Technique: Mock Trial or (VAC) Simulation

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Official Agenda
[Technology] Thought Leaders
Date
7:45 AM Transportation to Hyatt Regency Westin Lobby
7:45 AM Continental Breakfast Hyatt Regency Union Room
8:05 AM Welcome Address: Name Hyatt Regency Union Room
Vice President & General Manager
8:15 AM Presentation #1 Name Hyatt Regency Union Room
Vice Chair of Research
Chief of Radiology, Your Favorite Hospital
Uberscientist
9:10 AM Overview of morning sessions - collect of forms Name Hyatt Regency Union Room
Phase A: clinical value and impact
Phase B: creating the community of supporters
9:25 AM Break
9:35 AM Group 1: [technology concept] Robert Enzerink (TMTG) Hyatt Regency Room X
"mock trial: depositions"
9:35 AM Group 2: [technology concept] Christian Renaudin (TMTG) Hyatt Regency Room Y
"mock trial: depositions"
11:20 AM Break
11:30 AM Joint session: [technology concept]
Robert Enzerink / Christian Renaudin
(TMTG) Hyatt Regency Union Room
"mock trial: each group compares views and defend perspectives"
12:30 PM Break and Working Lunch Hyatt Regency Union Room
Phase B: creating the community of supporters
1:40 PM Break
1:50 PM Close Session: Conclusions and Take-aways Name Hyatt Regency Union Room
2:15 PM Closing Comments & Thank You Name Hyatt Regency Union Room
2:20 PM Break
2:30 PM Transportation to Innovation Center
3:00 PM Tour of Innovation Center Innovation Center
General Medical Center
6:00 PM Dinner at Hotel Westin
When
What
Who
Where
Trial & Ruling (Voting)
Depositions
Background, speakers, presentations, ...
Recap

36
Ballroom Layout
Breakout
Rm 1
Breakout
Rm 2
Screen
storage

37
Morning Presentations & Mock Trial
Participant Seating Chart
21 First Last
12 First Last
13 First Last
14 First Last
15 First Last
16 First Last
18 First Last
19 First Last
20 First Last
First Last 1
First Last 2
First Last 3
First Last 4
First Last 5
First Last 6
First Last 7
First Last 8
First Last 9
First Last 10
17 First Last
ClientSeating
ClientSeating
Client Seating
First Last 11 22 First Last
Client Seating
This side is
Group 1
This side is
Group 2
23 First Last
Room:
Ballroom AB

38
Mock Trial Depositions
Participant Seating Chart
Room A
Group 1 Seating Chart
deposition
Room B
Group 2 Seating Chart
deposition
2. First Last
(moderator) ROBERT
Enzerink
1
2
3
4
5 6
7
8
9
3. First Last
4. First Last
5. First Last
1. First Last 10
9. First Last
8. First Last
7. First Last
6. First Last
10. First Last
12. First Last
(moderator) CHRISTIAN
Renaudin
11
12
13
14
15
17
18
19
13. First Last
14. First Last
15. First Last
11. First Last 20
19. First Last
18. First Last
17. First Last
20. First Last

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Technique: Mock Trial Example
Characteristics Moe Costello Abbott Larry Curly Total:
Integrity & Trustworthiness 50 25 75
Relationship, rather than Sales-oriented 30 30 25 85
Ongoing assistance to utilize equipment to its full
capabilities and capacities
0
Sales Support & Training 30 30
Support after the Sale, Ongoing training & optimization 30 25 20 75
Innovation Culture 25 25 20 20 90
Willingness to accept critical feedback 15 15
Service Responsiveness 20 10 30
Easy to work with during purchasing process –
time & ease 20 25 10
55
Clinical/Basic Research Support 30 30
R&D focus on clinical needs 10 10
Access to 'big data' for economic analysis 5 5
0
0
SUM: 100 100 100 100 100

40
0
1
2
3
4
1 2 3 4 5 6 7 8 9 10
Score (frequency)
Concept Ratings
Technique: Mock Trial Example

41
KOL Workshop Review
TECHNIQUES/METHODOLOGIES

42
Identify
Market
Opportunity
Prioritize
Product
Features
Concept
Testing
Understand
Purchase
Decision
Drivers
Prioritize
User Needs
Others
…
Moderated
Focus Groups     ?
Facilitated
Conversations      ?
Mock Trials    ?
Methodologies
Objectives

43
Why use a structured workshop format?
Participant Needs
o Influence development of helpful solutions
o Be heard
o Learn something
o Develop new relationships
o Sense of accomplishment
o Have fun
Your Needs
o Uncover all potential futures/ideas, unmet
needs, &/or desired outcomes
o Identify all important influences/influencers
o Everyone contributes
o Actions and/or decisions
o Develop relationships
o Sales (?)

44
Keys to Success
Suggestions for a
Successful Workshop
o Clear objectives
o Logistics: facility, equipment
& supplies
o Proper methodologies selected
o Pre-work completed
o Materials prepared
o Professional
moderation/facilitation
o Effectively manage time
o Confirm/validate conclusions

USA
502 Mace Blvd, Suite 15
Davis, CA 95618
PH: + 1 530-792-8400
FX: + 1 530-792-8447
www.themarketechgroup.com
Europe / France
3 rue Emile Péhant
44000 Nantes
PH: +33 (0)2 72 01 00 80
FX: +33 (0)2 40 48 29 40
45

How to get the most out of your Key Opinion Leader Events

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How to get the most out of your Key Opinion Leader Events