Avoiding the KOL Trap: Identifying What Healthcare Professionals Really Want
Do you know what Healthcare Professionals, your Key Opinion Leaders or External Experts really want?
We all know the "easy answer" to what Healthcare Professionals (HCPs) and Key Opinion Leaders (KOLs) want – information, trust, and partnership. But here's the real question: Are we giving them what they truly want?
Falling into the "KOL trap" – assuming we know their needs without asking – is detrimental to creating the impact we really want. So, how do we avoid this pitfall and cultivate genuine connections?
The answer is refreshingly simple, yet is so often overlooked: Ask them.
Here's the thing: We can't build trust on assumptions. To truly understand their pain points, we have to ditch the crystal ball and actually ask them.
How often have you approached your planning or delivered a project based on the assumption that it was what the Healthcare Professionals or KOLs wanted?
How often did you test those assumptions?
So how do you ask them
Ask Open-Ended Questions, Not Just Closed Ones
Instead of "What do you really think about X topic?", opt for open-ended questions like:
"What are the biggest challenges you face when treating patients with [condition]?"
"What information gaps do you see in current treatment options?"
"What kind of resources would be most helpful in your daily practice?"
Master the Art of Active Listening
Remember, silence is golden. Don't jump in with pre-rehearsed answers. Pause after asking, and truly listen to their response. You might be surprised by the depth of insight you uncover. Imagine the difference between passive listening and active listening.
The Takeaway: Collaboration Starts with Open Communication
The next time you're meeting with an HCP or KOL, try this approach. You'll build trust by showcasing a genuine desire to understand their perspective. This, in turn, fosters stronger partnerships that benefit everyone.
The Impact
By listening to what your KOLs and Healthcare professionals really want you can tailor your Medical Strategy to their needs. No more wasting time on activities and tactics that don’t deliver impact.
If you are a Medical Affairs lead ready to level up your Medical Strategy then sign up for our Mastering Medical Affairs Strategy course. You’ll learn how to go from objectives to impact.
Register your interest here and we’ll send you more details.
