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How savvy KOL engagement can drive marketing and sales

This article was originally published in Scrip

Executive Summary

A shrewd understanding of how key opinion leadership is changing can help companies drive better launch and marketing campaigns for their drugs. Increasingly strained, localized and patient-centric healthcare systems mean that the days of simply appointing a clinician to write about a drug or present at meetings to raise its profile are gone. To get the help with advocacy and marketing they want, firms must change their strategies and engage with a wider array of KOLs, explains Leyla Hannbeck, head of pharmacy at the National Pharmacy Association.

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