Integrated Messaging
The Web is most effective when it is integrated with all other KOL communications. KOL experiences with the brand team should
be complementary, regardless of whether KOLs were first engaged offline or online.
There are three keys to building a successful relationship:
Duration Multiple contacts over an extended time
Diversity Frequent contacts and different activities
Depth Quality activities that build over time.
These fundamentals ensure that a brand's unique medical profile is clearly communicated and that strong relationships for
change and progress in patient care are fostered.
Alain Eudaric is director of corporate strategy at Parexel Medical Communications. He can be reached at alain.eudaric@parexel.com
Mike Gauthier is founder and CEO of eTractions. He can be reached at mgauthier@e-tractions.com
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